The Japanese food market can be particularly hard to crack for foreign brands. Ask Mars, who have finally managed to get M&Ms and Snickers onto Japanese shelves after thirty five years of hard work. This is only part of the battle though. The next step is competing with domestic brands that dominate the packaged food market in Japan thanks to their unrivalled insight.
A worthy rival has been found in the form of KitKat. So what is its secret to success? KitKat’s popularity in the Japanese food market can be attributed to solid investment by Nestle since its launch in Japan in the 1970s. Consumers in Japan have a notoriously short attention span, with products battling to stay relevant in the market. KitKat has constantly been innovating new flavours, such as green tea and wasabi, to keep the Japanese public interested in the product. Nestle have produced over 200 limited edition flavours.
KitKat have been successful because they have been able to satisfy the exacting demands of Japanese consumers in terms of product quality and packaging. Luck may also have played a role in the product’s success. The name KitKat resembles the phrase “Kitto Katsu” meaning “surely win”, a term of good luck in Japan. This explains why the chocolate bars are so popular during exam time which runs from January to March in Japan.
Nestle have understood what it takes to be successful in the Japanese market and adapted their strategy accordingly. Instead of marketing KitKat primarily as a snack for people on the go, they are often sold as gifts due to the limited edition status of certain products.
Winning over Japanese consumers represented a challenge for Nestle but also an opportunity to make an inroad into the Asian market. Thanks to smart cultural and consumer insights, the chocolate coated wafer has come a long way from its humble origins in 1930s England, to its global success.
Kit Kat is a chocolate bar made from wafers created by Rowntree's of York, United Kingdom, and is now is made globally by Nestlé. The standard bars consist of two or four pieces composed of three layers of wafer, separated and covered by an outer layer of chocolate.
have been successful because they have been able to satisfy the exacting demands of Japanese consumers in terms of product quality and packaging. Luck may also have played a role in the product's success. The name KitKat resembles the phrase “Kitto Katsu” meaning “surely win”, a term of good luck in Japan.
Nestlé, the parent company of Kit Kat, recognized the potential of the Japanese market and adopted a strategic approach to localization. Instead of imposing Western flavors, Nestlé embraced the Japanese palate by introducing unique and even region-specific Kit Kat flavors.
Marketing. Marketing for Kit Kats in Japan is believed to have benefited from the coincidental false cognate with "Kitto Katsu", a phrase meaning "You will surely win" in Japanese. Some market research has shown that the brand is strongly correlated to good luck charms, particularly among students ahead of exams.
Nestlé, which owns the brand abroad (Hershey owns it in the U.S.), leaned into Kit Kat's burgeoning popularity, fueled by Japan's prominent gift-giving culture, and introduced more flavors, like Mini Rum Raisin (with local Tokyo ingredients), and Purple Sweet Potato (an Okinawa specialty).
This name closely resembles the phrase kitto katsutoo (きっと勝つとぉ), meaning 'you shall surely win'. In Japanese, kitto mean 'surely' or 'certainly' and katsu means 'to win'. For this reason, Kit-Kats are given to students not just as treats, but as good luck charms before important exams.
KitKat have been successful because they have been able to satisfy the exacting demands of Japanese consumers in terms of product quality and packaging. Luck may also have played a role in the product's success. The name KitKat resembles the phrase “Kitto Katsu” meaning “surely win”, a term of good luck in Japan.
Cool Japan (CJ) refers to the attractions of Japan that render it cool (or have the potential to do so) in the eyes of the world. Rather than being confined to food, anime and pop culture, it has the potential for unlimited expansion to encompass a variety of fields, reflecting changing global interests.
When did the KIT KAT® Bars get its name? The KIT KAT® candy bar dates back to 1935 when the wafer crisp chocolate bar was launched in England. Originally, it was known as “Rowntree's Chocolate Crisp,” but in 1937 the candy bar was renamed as "KIT KAT® Chocolate Crisp".
However, Nestle also says that the “name first appeared on a boxed assortment of chocolates that Rowntree's made during the 1920s.” That name officially came from an 18th century Whig literary club titled after a man named Christopher Catling—or Kit Cat.
The most special thing about KitKat is it's creative design. You buy a bar and when you open up the wrapper you get four bars inside. You automatically think that you are getting good value for money.
One of the reasons behind the popularity of KitKat in Japan is the cultural significance attached to the brand. KitKat is often given as a gift to students before exams, as “Kitto Katsu,” which translates to “You will surely win,” is a popular expression in Japan.
In the 1980s, Nestlé, a Swiss multinational food and beverage company, acquired Rowntree's, the original producer of KitKat. Since then, Nestlé has taken over manufacturing and distribution of this popular snack, leading to its widespread global availability.
Currently, there are over 300 different Kit Kat flavors in Japan, all created by pastry chefs, with limited availability for seasonal delicacies, regional specialties and other limited time special flavors.
KitKats originally became popular as a gift in a Japan because the name KitKat, in Japanese kitto katto, sounds a lot like kitto katsu 屹度勝つ which translates roughly into 'you'll certainly win'. For that reason, they were considered good luck charms and people would give them before important exams.
If you're a fan of Japanese snacks, you'll love this twist on a classic treat. Our KitKats are infused with the bold, spicy flavor of wasabi, making for a one-of-a-kind taste experience. Not only are these KitKats delicious, but they're also authentic.
"Have a Break, Have a Kit Kat" is a famous tagline that has been used by KitKat since 1957. The slogan is based on the idea that taking a break is important for mental and physical well being.
Japanese KitKats have changed the outer bag of the five large bag type products, from the current plastic to a paper package. With this change, Nestlé Japan expects to reduce plastics by about 380 tons per year.
Promotions through media channels is extensive for KitKat. Channels include television advertisem*nts, posters and billboards along with newspapers and social media advertising to boost the sales of KitKat. Hence, this gives an overview about KitKat marketing mix.
KitKat's biggest competitor in Japan is Pocky, known for its skinny chocolate-dipped biscuit sticks. “KitKat was number one last year, and Pocky has just become number one back in front of us again,” Dryburgh reports.
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