Page 6: Conclusion
An important ingredient in the pursuit of any objective is control. It would be irresponsible of a firm to commit itself to objectives and strategies without also setting in place the means to monitor and evaluate its success. In the short run, Kit Kat's sales figures are a key indicator of success, enabling Nestlé to assess growth and market share performance and compare its progress with that of its competitors.
However, in the longer term, it is also necessary to gain market research information on consumer perceptions. Consumer attitudes constantly change over time. If Kit Kat is going to maintain its brand leadership, it must be aware of and adapt to these changes. The market never forgives complacency.
Kit Kat's success can be attributed to consistency in its marketing, whilst allowing for minor changes to maintain a modern image. Above all, the brand has enjoyed continuous backing with investment in marketing to both the trade and consumer sectors, enabling it to compete successfully with both established and new products. Continuous reinforcement of the brand message through advertising and promotions has enabled Kit Kat to sustain its popularity over a long period of time in the face of rapidly changing consumer attitudes and tastes and consumption patterns.