Japanese culture is beyond fascinating, and their devotion to the glitzy world of advertising, bright lights and all things crazy is alluring. Many companies are recognising the potential for product success in a society craving constant innovation and spectacular creativity. Understanding the traditional aspects of their culture is an important key in capturing the demanding Japanese market.
Nestle has conquered one of the most competitive markets in Japan, snack foods. Visiting a convenience store in Japan is a breath-taking experience, lustrious packaging, inventive and umimaginable foods and endless choices can mind-boggle any who enter. Yet Nestle's faithful chocolate bar the Kit-Kat has a dedicated aisle. Away from the fridge of over 30 different flavoured coffee drinks, and behind the section of Pringles, available in winter barbecue and garlic flavours, Kit-Kat tempts with bright and cute packages. Upon a closer look, visitors will meet Kit-Kat in a stunning array of flavours, from soy sauce and sweet corn, to salty caramel and blood-orange, Kit Kat has something for everyone. Or something for someone rather doubtful.
Over a decade, Nestle has produced more than 200 Kit-Kat flavours to suprise and delight. Kit-Kats undeniable success in Japan is almost comical considering Kit-Kat's modest representation at corner store's here in Australia. Yet Nestle have cornered the chocolate bar market by creating a cleverly targeted marketing campaign. In 2005, Nestle released an advertisement linking Kit-Kat to the Japanese phrase Kitto Katsu, meaning 'you will surely win'. Promoting this message to students, Kit-Kats were soon adopted as lucky charms, resulting in Nestle's sales skyrocketing. One advertisement depicts a student taking a rhinestone emblazed Kit-Kat to an exam; one quarter of Japanese students now do the same.
Endless flavours mean constant consumer pulling-power, and flavours are on a 2 month rotation. Some flavours are traditionally inspired, such as pickled plum, mashed edmame and red azuki bean. Others capitalise on particular seasons in Japan, such as the cherry blossom Kit-Kat, only sold in Spring. Some Kit-Kats are sold in specific regions, the potato Kit-Kat is sold in Hokkaido, which is famous for producing spuds. Selling Kit-Kats as limited edition or specific to a region is an excellent marketing strategy as Japan's 'omiage' or gift-giving culture encourages travellers to collect items to take home for friends, family and collegues. Kit-Kat have even introduced mail versions of the chocolate, specific for partners, friends or family. The chocolate bar comes with an address label perfect to fill out and send to your special someone to give them a thoughtful lucky charm.
While it is impossible to list all the Kit-Kat flavours, let your tastebuds imagine these: pineapple, green tea, chestnut, caramel macchiato, apple, espresso, pumpkin, muscat grape, watermelon, vegetables galore, sweet vinegar and beef! Beef?!
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