Nestle KITKAT in Japan (C): Power of The Postal Service

Philip Sugai;

商品編號：9B17A039
出版日期：2017/07/17
再版日期：2019/06/20
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Supplement
涵蓋議題：marketing strategy;brand management;value creation;distribution strategy;consumer behaviour
難易度：5 - MBA/Postgraduate
內容長度：6 頁
地域：Japan
產業：Accommodation & Food Services;
事件年度：2009

Supplement for product 9B17A037. In the spring of 2009, the KITKAT team was fresh from a successful marketing campaign targeting students. After reviewing recent figures however, they realized that they had a critical decision to make regarding the fate of the overall KITKAT brand portfolio: was KITKAT too sweet for some of their older customers? How could they address this issue of taste without undermining the overall brand that they had worked so hard to create through their recent postal service campaign?

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