In 2008, the marketing manager for Nestle 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 confectionery market, Nestle Japan was facing the harsh realities of Japan’s famed position as the world’s toughest consumer market. To address these challenges, Nestle Japan worked over 15 years to instill deep meaning in the KITKAT brand and then, based upon this foundation, created a comprehensive product portfolio. How can KITKAT capitalize on its past success as it moves forward?
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