MKT 10009: MARKETING AND THE

CONSUMER EXPERIENCE
INDIVIDUAL ASSIGNMENT SEMESTER 2, 2025

ASSESSMENT 1 – MARKETING MIX AND THE

CONSUMER DECISION MAKING PROCESS (CDMP)

Name: Jing Yi WEE

Student No.: 105805200

Notice: I have used Chat GPT in developing and writing this Assignment.
Table of Contents
1. Introduction·······················································································2
2. Product Category
2.1. Product Category Explanation························································2
2.2. Product Category Identification ·····················································3
3. Marketing Mix
3.1. Marketing Mix Explanation···························································4
3.2. Product ····················································································4
3.3. Place························································································5
3.4. Price ························································································6
3.5. Promotion··················································································7
4. Consumer Decision-Making Process (CDMP)
4.1. CDMP Explanation······································································8
4.2. CDMP Advertisement Analysis ·······················································8
5. Conclusion·························································································9
6. References························································································· 10

1
 1. Introduction
The aim of this analysis evaluates the marketing strategies of KitKat, a globally
recognized chocolate brand under Nestlé, that is well-known for its crispy wafer coated in
smooth milk chocolate. KitKat manufactures a variety of chocolate products, with its
signature item being the four-finger chocolate wafer bar, which is also available in mini sizes,
multipacks, and gift collections. The study investigates how KitKat applies the marketing mix
(Product, Price, Place, and Promotion) to meet consumer needs and attract its target audience,
ranging from teenagers and young adults seeking convenient snacks to families enjoying
shared treats. Additionally, the report will analyse the Consumer Decision-Making Process
(CDMP) and its strategic marketing decisions to better understand consumer behaviour.

2. Product Category
2.1. Product Category Explanation

A product category is a collection of products that share common attributes, perform

similar functions, or meet the same consumer needs (Kotler and Keller, 2016). According to
Solomon (2018), product categories are pivotal as they guide consumer evaluations and
enable marketers to position offerings, achieve differentiation, and target appropriate
audiences effectively.

The confectionery industry can be further divided into premium and mass-market
segments. KitKat firmly belongs to the mass-market chocolate category, which prioritizes
affordability, convenience, and wide consumer appeal. In contrast, premium chocolate is
defined by superior ingredients, artisanal production methods, higher concentration of cocoa,
and an emphasis on luxury branding (Market Research Intellect, 2024). KitKat’s mass-
market positioning enables it to drive volume sales and maintain strong broad brand
recognition. The distinction illustrates that product categorization not only influences
consumer choice but highlights the strategic challenges that the brand has to address in a
competitive industry as well.

2
2.2. Product Category Identification

The product category of KitKat falls under the mass-market category within the
chocolate confectionery, which encompasses sweet-based food products. Within this
category, distinct subcategories can be defined according to product attributes and consumer
behaviour:

Table 1 – Classification of the Chocolate Category

Main Category Subcategory Examples

Mass-Market Chocolate Everyday Consumption KitKat, Snickers
Occasion-based Ferrero Rocher,
Cadbury
 Personalise chocolate
 Birthday gift
 Chocolate hamper
Premium Chocolate Artisanal/Handcraft ROYCE’, Godiva
Single origin Pacari, Amedei
Specialty Chocolate Organic/Fair Trade Theo Chocolate, Alter Eco
Functional (sugar-free, Hu Kitchen (sugar-free),
vegan) Goodio (vegan)

KitKat represents the mass-market segment, focusing on affordability, convenience,

and everyday enjoyment. It appeals to consumers who seek quick and satisfying snacks.
Unlike premium brands such as Godiva, which emphasize cocoa content, elegant packaging,
and a luxury experience, artisanal and single-origin brands like ROYCE’ and Amedei cater to
niche consumers who seek craftsmanship and cocoa purity. Meanwhile, functional and fair-
trade chocolates such as Theo Chocolate and Hu Kitchen respond to growing health and
ethical awareness. This comparison indicates that while KitKat maintains dominance through
brand familiarity and accessibility, shifting consumer preferences toward premium and
ethical options shows the need for innovation to stay competitive in the mass-market
segment.

3
 3. Marketing Mix
3.1. Marketing Mix Explanation

According to Kotler and Armstrong (2016), the marketing mix consists of tactical
marketing tools that a firm uses in combination to achieve the intended response from its
target audience. Within the marketing mix, McCarthy (1960) introduced the conceptual
framework which called 4Ps: Product, Place, Price, and Promotion.

Product refers to anything, tangible or intangible, that offered by the organization to

satisfy customer’s wants and needs. Price is the amount that customer pay, reflecting its
brand positioning. Place is the distribution channel and location where the product reaches
the consumer. Promotion refers to the marketing activities that are undertaken to attract the
target market to boost sales. These elements offer companies a strategic foundation to build
efficient marketing strategies, differentiate themselves from the competitors and facilitate
successful positioning against market competition (Baker & Hart, 2003).

3.2. Product

KitKat, produced by Nestlé, is a chocolate-covered wafer bar known for its crispy
texture. Standard KitKat bars are made up of two or four fingers, each consisting of three
layers of wafer coated with an outer layer of chocolate. Each finger can be snapped off
individually, allowing for convenient portion control and sharing. KitKat is available in a
variety of flavours, including milk, white, and dark chocolate.

KitKat uses its signatures catchy red and white colour, which symbolizes energy and
positivity, to enhance shelf visibility and brand recognition. Compared to Snickers, KitKat
prioritizes convenience and approachability while designing its package. The packaging of
KitKat Chunky incorporates easy-tear strips which is easy for consumer to open, enhancing
consumer convenience. The centre-sealed pouch ensuring a tight seal and protection for the
product inside, and the matte finish printing gives the packaging a modern and sleek design
(WhatPackaging, 2023). Meanwhile, Ferrero Rocher is targeting the premium market with
its gold foil casing, to focus on luxurious presentation over convenience.

4
 By creating refillable and reusable systems, reducing packaging materials, and
developing high-performance papers that are recycled, compostable, biodegradable, and bio-
based, Nestlé has recently made a commitment to more environmentally friendly packaging.
In line with the sustainability strategy, KitKat now uses 80% recycled and fully recyclable
plastic wrappers to reduce environmental impact (Nestlé, 2025).

For improvement, KitKat could innovate healthier options, such as low-sugar or

protein-infused versions. This will not only attract gourmets and experientials consumer but
also expand the consumer segment to health-conscious consumer. This could strengthen its
competitiveness in the growing functional snack segment. Moreover, limited-edition local
designs inspired by festivals, national symbols, or cultural icons could strengthen emotional
connection and brand loyalty, especially in diverse markets such as Malaysia or Japan.

3.3. Place

KitKat adopts an intensive distribution, ensuring widespread availability in various

stores. As a mass-market product, KitKat is sold in supermarkets, convenience stores, petrol
stations, and online platforms, making it highly accessible to consumers (Marketing91,
2024).

Within supermarkets, the small or individually wrapped KitKat bars normally

displayed in high-traffic areas around checkout counters, as consumers can easily access and
grab them while queuing. However, larger KitKat packs, such as family packs or multipacks,
are usually displayed on eye-level confectionery shelves together with other chocolate brands
like Snickers. The dual placement strategy, main aisle and checkout counters, maximizes
exposure and impulse purchases.

Compared to Snickers, KitKat’s placement strategy emphasizes visibility and

accessibility. Snickers displayed near the checkout area as well, but tend to occupy smaller
shelf spaces, overshadowed by KitKat’s eye-catching packaging that draws attention more
effectively. Besides, Ferrero Rocher’s products are generally displayed in premium sections
or at the end-of-aisle, reflecting their luxury branding rather than mass accessibility. In
contrast, KitKat’s placement appeals to mass consumers seeking quick snacks rather than
premium treats.

5
 KitKat could collaborate with supermarkets to create dedicated display stands or mini
shelves during festive seasons near festive goods, to increase exposure and drive cross-selling
opportunities. Furthermore, Nestlé could expand KitKat’s placement beyond supermarket
shelves by introducing KitKat branded vending machines in universities, offices, public
transport stations, and cinemas. This would be compatible with the brand’s image as a
convenient, grab-and-go snack while strengthening impulse purchase opportunities.

3.4. Price

KitKat adopts a competitive and value-based pricing strategy, positioning itself as an

affordable yet quality chocolate brand within the mass-market segment. The standard KitKat
4-finger bar (35g) is priced between RM2.50 and RM3.00, about RM7.00–RM8.50 per 100g.
This price is strategically low relative to Cadbury Dairy Milk (RM7.50 per 100g), indicates
that KitKat intents to offer a competitive pricing without compromising on quality
perception.

KitKat maintains a strong brand reputation built on consistent quality, taste, and wide
availability, justifying its pricing despite facing competition from lower-priced store brands.
The product is often supported by psychological pricing techniques, such as RM2.90 instead
of RM3.00, subtly uphold the general impression of being affordable yet being of high
quality.

Moreover, KitKat frequently utilizes promotional pricing to encourage sales,

particularly during festive seasons such as Hari Raya or Chinese New Year. For example,
“Buy 2 Free 1” offers, discounted family packs, and seasonal bundle promotions designed to
encourage impulse buying and brand loyalty. Such strategies are effective in attracting price
sensitive consumers whilst reinforcing emotional links with celebrations and sharing
moments.

The pricing strategy of KitKat integrates both the value and psychological pricing
theories, ensuring the product remains competitive and emotionally attractive. KitKat could
consider implementing a tiered pricing strategy, introducing premium limited-edition flavours
or customizable gift packaging to attract higher-income segments whilst retaining its mass-
market appeal. Beyond this, introduce loyalty-based discounts through digital platforms could
reward the repeat consumers and strengthen brand loyalty.

6
3.5. Promotion

KitKat utilized a multifaceted promotional strategy that integrates advertising, in-store

promotions, digital marketing, and strategic partnerships to enhance brand awareness, and
consumer interest. The 2023 “Share The Love, Share The Golden Break” was launched with
limited-edition KitKat Gold bars and a contest to win prizes (Nestlé, 2023). This strategy
aligns with the AIDA model: Capturing Attention with unique products, generating Interest
through contests, fostering Desire with premium-like gold bars, and prompting Action via
participation.

Compared to competitors like M&M’s, which emphasizes humour, colourful

characters, and interactive campaigns to entertain and engage, KitKat focuses more on
convenience and break-time enjoyment. Meanwhile, premium chocolate brands such as
Ferrero Rocher rely on luxurious imagery and exclusivity, and artisanal chocolates like
Amedei emphasize craft and single origin quality. KitKat’s approachable and fun-filled tone
stands out in the large-scale chocolate market.

In-store promotional are aimed to promote impulse purchases and consumer

interactions. KitKat introduced the “Buy and Win” promotion in collaboration with Lotus’s
Malaysia. Consumers who purchased RM35 worth of KitKat products were entitled to win
prizes which included Nintendo Switch consoles and RM3,000 of shopping vouchers. This
plan has not only motivated purchases but also strengthened the brand with pleasant breaks
(Nestlé Malaysia, 2025). Additionally, the POP MART DIMOO collaboration offered
exclusive tote bags and umbrellas with specific KitKat purchases, appealing to collectors and
enhancing interactions (EverydayOnSales, 2025).

KitKat could implement augmented reality (AR) packaging for interactive

experiences that strengthen brand connection and expanding digital campaigns, targeting
younger and tech-savvy audiences. Additionally, highlighting sustainability initiatives and

7
localized campaigns for regional festivals and loyalty-driven contests could promote
continual purchases and cultivate lasting customer loyalty.

8
 4. Consumer Decision-Making Process (CDMP)
4.1. CDMP Explanation

The consumer decision-making process (CDMP) refers to a structured framework that

outlines how consumers identify their needs, evaluate options, and make purchasing
decisions. CDMP consists of five stages: problem recognition, information search, evaluation
of alternatives, purchase decision, and post-purchase behaviour (Schiffman et al., 2014).
Consumers make mass-market chocolate purchase decisions through a combination of
rational considerations, including affordability, convenience, and brand familiarity, and
emotional influences, including habitual satisfaction, mood enhancement, and casual
indulgence.

In the case of KitKat, the CDMP presents a different but similar balance. Its
affordable price, strong brand recognition, and wide availability make it a convenient daily
snack choice. KitKat is not only consumed during special occasions but also as a daily treat,
assisting the brand maintain consumer loyalty and a strong competitive position in the mass-
market chocolate segment.

4.2. CDMP Advertisement Analysis

Table 1-CDMP Advertisement Analysis

Advertisement Element CDMP Stage Reasoning

KitKat “Have a Break” Problem Recognition The ad emphasizes stress and the need of
TV commercial break, prompting consumers to realize they
need a quick treat or snack.
KitKat x Google Information Search Encourages consumers to explore limited-
“YouTube My Break” edition KitKat bars and adopt Google
campaign features to discover more product info.
KitKat “Rezeki Evaluation of Alternatives The campaign features a special festive
Dikongsi Bersama” edition, assists the consumers to compare
Raya Campaign KitKat which has the Raya theme, with
other alternatives to give as a gift during
the festive season.

9
 Compared to KitKat’s global “Have a Break” advertisement, which promotes
personal enjoyment, the “Rezeki Dikongsi Bersama” Raya advertisement focuses on family
bonding and festive sharing. Both target emotion, but the Raya version better fits the
evaluation of alternatives stage by highlighting cultural connection. It could be improved by
showing clearer visuals of the festive packaging to strengthen product distinction.

5. Conclusion
This study of KitKat, using the marketing mix and consumer decision-making
process, highlights the brand’s strategic advantages. Accessible distribution, value-based
pricing, and a variety of promotional initiatives through both traditional and digital channels
help KitKat sustain a strong market presence. Limited edition products and strategic
partnerships further highlight the brand's distinctiveness, attracting a broad consumer
segment.

Analysis of the consumer decision-making process illustrates how KitKat’s

promotional and branding strategies correspond to various phases, including problem
recognition, information search, and evaluation of alternatives, reinforcing brand awareness
and fostering consumer engagement and loyalty.

Despite its strong position, there are actionable opportunities to further strengthen
marketing effectiveness. Personalized digital promotions, immersive experiential campaigns,
and an emphasis on sustainability could strengthen consumer connections and increase long-
term brand value.

In summary, KitKat’s marketing mix closely reflects the ways in which consumers
make decisions, maintaining its market dominance in the mass-market chocolate industry and
providing clear avenues to enhance market differentiation and achieve sustainable growth.

10
6. References

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson
Education.

Market Research Intellect. (2024, November 9). Luxury chocolate market – Trends, Growth
Drivers, and Future Potential. Retrieved from
[Link]
growth-drivers-and-future-potential/

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Pearson Education
Limited.

McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Richard D. Irwin.

Baker, M. J., & Hart, S. (Eds.). (2003). The Marketing Book (5th ed.). Butterworth-
Heinemann.

WhatPackaging? (2023). Pack View: KitKat Chunky. Retrieved from

[Link]
growth-in-india-57087

Nestlé. (2025). Packaging Strategy. Retrieved from

[Link]

Marketing91. (2024, December 18). Marketing Mix of KitKat and 4Ps (Updated 2025).
Marketing91. [Link]

Nestlé. (2023, January 13). KitKat’s “Share The Love, Share The Golden Break” campaign to
connect loved ones during CNY.
[Link]

Nestlé Malaysia. (2025, May 8). KitKat Buy and Win [LOTUS'S EXCLUSIVE]. Retrieved
from [Link]
menang

11
EverydayOnSales. (2025, August 7). 7 August–28 September 2025: KitKat Malaysia x POP
MART DIMOO Collaboration Roadshow: Limited Edition Tote Bags & Umbrellas
Promotion. Retrieved from [Link]
september-2025-kitkat-malaysia-x-pop-mart-dimoo-collaboration-roadshow-limited-
edition-tote-bags-umbrellas-promotion/

Schiffman, L. G., Leslie Lazar Kanuk, & Brewer, S. (2014). Consumer Behaviour: Global
and Southern African Perspectives. Pearson.

12