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KITKAT in Japan (A): Sparking a Cultural Revolution
Philip Sugai; Adrian SossnaCase IVEY-9B17A037-EEntrepreneurship, Marketing, StrategyIn 2008, the marketing manager for Nestlé Japan’s confectionery business and his team were struggling to redefine the KITKAT brand within the Japanese market. KITKAT as a brand faced a real threat as the retail environment rapidly shifted toward increasingly powerful convenience store chains and consumer preferences shifted toward more novel consumable products. With more than 200 companies competing within Japan’s crowded and relatively stable c...Starting at €8.20