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Sophie Davant
Commerce, Vanier College
I chose Commerce because Health Science was too hard for me. Now I want to go into Business Law.
Interests: photoshoots, video games, listening to music, baking
Goals: become successful and have a good network of friends + professional relations, travel the world (Japan, Korea, Maldives, Bora Bora)

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Target Market:

Jasmine

•Who she is
(Demographics)

•Age 21

•Has a part time job at a bakery

•Full-time University Student

•What she thinks (Psychographics)

•Adventurous

•Active lifestyle: gym, hiking

•Has a few close friends

•What she does
(Behaviour)

•Goes out a lot: hiking, jogging

•Where she operates (Geographics)

•South-east asia

Goal: Show it is more than just a snack, it's a symbolism of love/sharing. Suggesting it is something common that everyone can enjoy and be a part of. With Kit Kat focusing on valentine's day they decided to change their packing to appeal to the holiday.

Message: The ad shows people that the product is universal, everyone can enjoy it - shown through how it represents love

Positioning
leadership position: our product is THE candy for valentine's day + share your love, share a kitkat

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KIT KAT | #LoveBreaks  #NoJudgements  #KitKatHaiDilNahi

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17.6 billion KIT KAT® fingers are eaten across the world every year. https://www.nestle.co.uk/media/pressreleases/nestlecelebratesthe75thyearofkitkat
18.6% market share in canada 2018https://www.statista.com/statistics/315275/canada-s-chocolate-market-share-by-company/
a brand that is consistently doing well and selling a lot : becomes a staple in people's minds
Nestle's confectionery unit posted organic sales growth of 2.7 percent and had sales of 8.123 billion Swiss francs (£6.260 billion) last year.
https://www.euronews.com/2019/02/19/nestle-says-it-is-now-well-positioned-in-confectionery
2019 increase in sales , statistic was reported after the ad was released

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Target Market:

Tim
•Who he is
(Demographics)

•Early 40s

•Married, 2 kids

•Full time mechanic

•Household income of $160,000

•Homeowner

•What he thinks (Psychographics)

•Stressed person + impatient

•His family is his #1 priority

•What he does
(Behaviour)

• Free time is spent with his family

•Brand switcher: will go with whatever is cheaper, quality and brand name is not so important

•Values his family

•Where he operates (Geographics)

•Lives in Montreal

•Cares about local products.

Goal: Show the product as something fun and energetic (music, dancing pandas). Imply the taste; it's so good that you aren't aware of your surroundings. Their goal is to associate Kit Kat with taking breaks.

Message: our product is fun , shown through the comical music and dancing pandas. This ad also shows the idea of taking a break - the man calms down after he sits down and enjoys the chocolate. They’re showing that KitKat can change your mood for the better + can be enjoyed alone

Positioning

lifestyle position: associated with eating in a stressful moment to take a break + lighten up your day

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Rowntree's - Kit Kat - Pandas - 1996 - UK Advert

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1996-1997: ranked #6 to #4 (best chocolate, based on tonnage) http://cassies.ca/content/caselibrary/winners/6_C04KitKat.pdf

boosted their ranking and sales within the year of releasing the ad

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1. What research overlap did you notice between you and students from the other class? 2. What disagreements did you have between you and students from the other class? 3. What did you like about the session? 4. What did you dislike about the session? 5. What did you learn from members of the other group? 6. How were team dynamics in this meeting?
We were missing two people from our group but we still managed to complete the assignment. We grouped our findings together and began the powerpoint. We decided upon the sections of the powerpoint and allocated each part to each member. Overlap: we were both able to easily identify the themes or the message from the ads using different methods of thinking (business vs VLC perspective). We did not disagree on anything. What did I like: the session went smoothly and we worked quickly + efficiently. Dislike: nothing, it was fine. I didn't learn anything from my group members. The team dynamic was not lively but it was efficient. Everyone contributed evenly and we got the job done.

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In the first session, were able to complete the task given to us but we did not converse much as a group. There was not much teamwork or discussion. We just did our own parts and combined them. I didn't learn much about my group members except that we are all independent workers. As for the project, I realized that we had to be more original with our ideas - in terms of selecting our brand.

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I was absent