Kit Kat is a well-known brand around the world. However, in Japan, Nestlé has taken its marketing and branding of Kit Kat to a different level.
When you walk into the Kit Kat flagship store in the heart of Tokyo, you are surrounded by a broad selection of Kit Kat products—with all kinds of different flavours. At first sight, the shop and its products could be in any part of the world. The style of the product packaging is very Western-looking, and with a few exceptions, the selection of flavours is also very cosmopolitan. But talk to the assistant, and you will be surprised to find out that all the displayed products are available only in Japan!
Why in Japan? What makes Nestlé focus so intensively on the Japanese market? And if it works so well, what can you learn from them?
Below we have collected five of the most important tactics that make Kit Kat so successful in Japan.