Added Title
KitKat
Date of Publication
2-12-2022
Document Type
Integrated Marketing Communications Campaign
Degree Name
Bachelor of Science in Advertising Management
Subject Categories
Advertising and Promotion Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Advisor
Dave Vincent A. Mangilet
Defense Panel Chair
Mary Julie V. Balarbar
Defense Panel Member
Miguel Paolo L. Paredes
Franz Josef Magallanes
Abstract/Summary
KitKat is a confectionary brand first launched in the United Kingdom in 1935, known for its chocolate-covered wafer bar confection. The brand is known for its famous slogan “Have a break, have a KitKat” and has been used ever since it was used in 1958. Although KitKat’s media target covers a wide range of consumers—from 15 to 50 years old belonging in socioeconomic classes ABC—the brand’s main customer segment focuses on young professionals. Over the past decade, KitKat’s advertisements have primarily targeted working millennials. With Gen Z entering the workforce, the brand has since been tapping into said demographic as well. With KitKat establishing its brand awareness in the confectionery industry, the researchers would like to further improve the brand’s relevance, as well as innovate the slogan to cater to today’s situation. The researchers were able to conduct one (1) Usage, Attitudes, and Imagery Survey Questionnaire that is accompanied by a short research survey based on the Theory of Planned Behavior framework and one (1) Focus Group Discussion in order to gather insights. With a total of 151 respondents and 24 participants respectively, the researchers were able to further understand the behavior of Gen Z who are already working. Results show that stress is the highest concern among them. More importantly, all are social media users. Subjective norms and perceived behavioral control resulted to have more influence on the chocolate purchase intention of the said market. Hence, the media to be utilized for the proposed campaign are primarily digital, followed by out-of-home. With the target market being the growing Gen Z young professionals, the campaign revolves around the concept of progressing but also being mindful of taking breaks in order to strive and progress stronger. The proposed campaign for KitKat, “Give Way for Breaks”, aims to highlight the importance of giving way for intentional and uplifting breaks to help them move towards their success.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU
Keywords
Integrated Marketing Communications Campaign
Recommended Citation
De Leon, D. R., Rodriguez, M. T., Solis, M., & Ventura, A. C. (2022). An Integrated Marketing Communications Campaign for WPP Marketing Communications Inc. (JWT Philippines). Retrieved from https://animorepository.dlsu.edu.ph/etdb_market/2
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Embargo Period
10-14-2022
