Japan at its best
Sunday February 12th 2012

Kraft Takes Cadbury? Nestle's Kit Kat Strategy

Chocolate will be on the minds of many in the business world today with the food giant, Kraft making a bid for Cadbury. I am sure that other players such as Nestle will be watching closely.

Nestle is one of my favourite chocolate companies because it makes KitKats!

One of the most intriguing points about Nestle is its ability to work with local knowledge in building market share. The case of the kitkats in Japan is a good example here. The Japanese love changes to flavours that match the seasonal changes.

Billy Smolesworthy's Collection of Boxes Illustrates this point
Billy Smolesworthy's Collection of Boxes Illustrates this point

Who would have thought to have made dozens of flavours of Kit Kats to meet the needs of the Japanese market in this way?

Muscat, Apple, Water Melon, Japanese roasted tea and Ramune KitKats! I wonder whether Kraft will be this versatile in providing Cadbury with a chocolate deal?

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