1. Wafer: Kit Kat’s use of wafer is a POP as though it may not be unique to the brand as M&M’s also has a version which uses wafers, it is one of the key features which is associated with Kit Kat. On the other hand, M&M’s key feature is its small, round and colorful look, and Ferrero Rocher is known for its spherical
2. Milk / Dark / White Chocolate: Kit Kat’s use of milk, dark and white chocolate variances in its products is a POP for the brand as it is one of the features which helps Kit Kat target a range of different consumers. This feature is also seen in Ferrero Rocher, which provides milk and dark chocolate variations. On the other hand, M&Ms provides a range of flavors through its difference in fillings: plain chocolate, peanut, and wafer.
3. Packaging size varies: Kit Kat’s two-stick and four-stick versions come in varying package sizes and types. Boxes of twelve and twenty-four are common for both the two-stick and four-stick versions, as are long packets containing six to nine of the two-stick version of Kit Kat.
We feel that this is something which differentiates Kit Kat as the normal size M&M’s come in three packet sizes, one newly released box format and the mini sized M&M’s come in a single column. On the other hand, Ferrero Rocher comes in either large boxes, or its newly released three-in-a-box size.