Nestl KITKAT in Japan D A Trajectory for Future Growth Philip Sugai 2017
Evaluation of Alternatives
Due to the high price, Japanese consumers do not purchase KitKat, and it is often called a “low-priced snack.” However, the KITKAT brand name is the most famous brand of chocolate bars in Japan. In 2016, Nestle Japan introduced KitKat in Japan to increase brand recognition, and the first shipment in 2016 reported a high level of interest from the Japanese consumers. Although KitKat is currently selling in Japan, we can see the potential of its
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Problem Statement of the Case Study
In Nestle’s core Europe division, KITKAT is the leading cake-inspired chocolate, with more than 85% share in terms of volume sales. However, with increasing competition from Nestle’s own brands and from Nestle and Kellogg’s other cake products, Nestle decided to revamp KITKAT as a mass-market cake-inspired chocolate. The decision to revamp KITKAT was made after Nestle noticed that KITK