Kimo Kono, Nestle Icecream

Introduction

"KIMO KONO" is a local well known ice cream in Egypt owned by Nestlé since early '90s until today.

This brand has created its own style and culture by integrating a unique character that can convince all ice cream consumers in Egypt whether they are children, teenagers or adults

This sympathetic character is the blue bear KIMO who is always eating the KIMO KONO

Ice cream.

Although that Nestlé is an international brand and one of the largest food nutrition companies in the world it succeeded to create a sort of local brands in every country that is adaptable to the traditions and the culture of each country and its citizens

For example: they created different types of ice creams that can be accepted by the culture of each country like: Frigor ice cream in Argentina, Movenpick in Switzerland, Nestle Princessa in Poland and Kimo in Egypt

Nestle was founded in Switzerland since 1866 by Henri Nestlé; The Company grew during the First World War and again following the Second World War, eventually expanding its offerings beyond its early reduced milk and infant formula products. Today, the company functions in 86 countries around the world, and has 280,000 active employs.

Kimo kono has built its strength by:

1. Consistency of its message:

Any product needs to have consistence in its message in order to be well delivered for the customers and the marketers needs to consistently follow up, so in KIMO KONO case, the company has often consisted about the support availability of its products for all the citizens' categories due to their affordable prices.

They also tend to have a good customer relation through always presenting free ice creams or other precious gifts like "Play Stations" and this was shown in all Kimo Kono commercials

2. Character of its look and Feel

The character of Kimo Kono is a mix between blue, white and red and the choice of these colors was at the right place because the blue color gives the feeling of the coldness and freshness andthe word Kimo is written in Red seeking for the attention.

3. Tonality of its talk

The tonality of all kimo kono ads was addressed to attract children and the early ages, so they chose a tone and a way of talk very convincing and motivation for the children

4. Relevancy to consumers' needs

Kimo kono has variety types of ice cream like: kimo shiko, kono sandwich and kimo kono

They also exploit the market window for example in Sham el Nessim they announced about 1000,000 winners of kimo kono or kimo

...