SEGMENTATION, TARGETING & POSITIONING-KIT KAT
SEGMENTATION
The market for Kit Kat is segmented in three ways. They are as follows: Immediate eat: The immediate eat segment of the market contains products
which are purchased for immediate consumption
Wafer product: chocolate coated wafer product which is crisp and differs in
taste
Break segment: products are consumed during short breaks
TARGETING:
Kit Kat is targeted at people from age 5 to 45.
Core target audience – youths aged between 18 -24 years old
Kit Kat Dark is initially aimed at premium consumers but moved to medium
cost.
The brand is youthful in nature and focuses on the consumer who love
chocolate and are willing to indulge themselves with chocolaty snacks.
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