Marketing Strategies of KitKat – Loved Wafer Chocolate Marketing Strategies The popular tagline “Have a break have a KitKat” as we know it, tells us not about its price, not about how it’s better than others, not about its characteristics BUT about the experience you have with a KitKat. KitKat brand embraces the use of color in packaging. Nestle has promoted it as chocolaty fun, connecting it with both taste and leisure. KIT KAT first appeared in Japan in 1973, when it was distributed by Fujiya Ltd. in cooperation with the English food producer Rowntree Mackintosh. Marketing Strategies Marketing Strategies of KitKat - Loved Wafer Chocolate Marketing Strategies The popular tagline “Have a break have a KitKat” as we know it, tells us not about its price, not about how it’s better than others, not about its characteristics BUT about the experience you have with a KitKat. Today, it is … Academia.edu is a platform for academics to share research papers. Kitkat is a rich blend of chocolate and wafer which has made it popular among adolescents, teenagers and youth alike. Kit Kat is also the number one best-selling chocolate in Japan, and the only non-American brand in America’s list of top 5 chocolate favourites. Consumers in Japan have a notoriously short attention span, with products battling to stay relevant in the market. The strategy started three years ago with a handful of flavors but has escalated into a national phenomenon. KitKat sales at its Japan branch increased 50 percent from 2010 to 2016, he said.
In this way, the competitive advantage that the KitKat has in the Japan market proves to be an indisputable strength of growth. The most popular kind of Kit Kat in Japan is the mini — a bite-size package of two ingots — and Nestlé estimates that it sells about four million of these each day. The branding strategy of Kitkat over time has remained consistent. The product strategy and mix in KitKat marketing strategy can be explained as follows: KitKat, by Nestle, is one of the most popular wafer based chocolate. Kit Kat is the world’s first chocolate bar made from 100% sustainable cocoa. Global Business Strategy Nestle’s Kit Kat aspires to be a leading global confectionery brand. Kitkat is one of the most beloved biscuit chocolate in the world and has presence in over a 100 countries. Marketing a brand in Japan requires that the strategies applicable be consistent with the culture of the Japanese. Primarily, KitKat brand is one of the brands that explain the success that Nestle Corporation in Japan has achieved because of the favorable nature of the marketing environment. ... and the success of this campaign will further provide a strong reason for the strategy to be used globally to strengthen the Kit Kat brand equity. Limited-time products are hardly a rarity nowadays, but the first Japanese candy to employ seasonal and regional marketing strategies was, in fact, KIT KAT. KitKat Japan is showing no signs of slowing down: this month, it is launching a run of 500 luxurious KitKats covered in gold leaf. The experience is a positioning strategy that the KitKat brand has exploited in Japan to become the most preferred chocolate products within a short period. Growth Strategy The Universal Truth. Kit Kat has a case to be the healthiest candy bar in the market … Here is the marketing mix of Kitkat shows how The first advertisement for the brand Nestle Kitkatwas shown on television in the year 1957 and the first color advertisement were seen in the year 1967. KitKat is a moderately priced chocolate available to customers looking for a delightful chocolaty experience with a crunch of wafer trying to experience quality at an affordable price. KitKat’s popularity in the Japanese food market can be attributed to solid investment by Nestle since its launch in Japan in the 1970s. Nestlé, which operates the Kit Kat brand in Japan, reports that the brand overtook Meiji Chocolate as the top-selling confection in Japan from 2012 to 2014. Kit Kat can even build a marketing strategy around these flavors such as ‘Flavor of the Month’.