Kitto Katsu or Beyond Good Fortune: How did Kit Kat Conquer Japan? (étude de cas)

Emeline Martin () and Ruiz Emilie ()
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Emeline Martin: UA - Université d'Angers, IAE Angers - Institut d'Administration des Entreprises (IAE) - Angers - UA - Université d'Angers, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Ruiz Emilie: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc, USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc

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Abstract: The case study provides an example of brand management analysis in an international setting. Marketed in more than 80 countries, KitKat is well-known as a symbol for hitting the pause button on life to enjoy a well-earned break, mainly in response to the famous "Have a break, Have a KitKat" strapline introduced in 1958 and used ever since. However, in Japan, KitKat's positioning is particularly unique: the 300+ KitKat varieties, including Japanese regional flavors, are used as gifts, souvenirs, and symbols of good luck. KitKat Chocolatory was also first launched in Japan, which represents a move upmarket for the global brand. While most students are familiar with the concepts of strategic management (PESTEL, SWOT) and marketing (segmentation, targeting, positioning, 4Ps), few understand the extent to which brands go to adapt their strategy and tactics to foreign markets. Thus, the case study raises questions about the way in which the brand has succeeded in implementing a glocalization strategy in Japan while staying consistent with its global brand identity. A "bonus/additional question" further encourages students to use marketing research methods and creative methods to come up with recommendations based on primary data. The case study can be used as an exam of 2 hours or 3 hours.

Keywords: Case study; International management; International marketing; Food-processing industry; Glocalization; Culture; Brand identity (search for similar items in EconPapers)
Date: 2024-06-05
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Published in 40ème congrès international de l’Association Française de Marketing (AFM), Jun 2024, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04608670

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