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    Case Study - Kit Kat Green Tea in Malaysia

    Uploaded by

    Muskan Mann
    Nestlé introduced Kit Kat Green Tea in Malaysia to attract new target markets like students and young professionals. Green tea is not typically popular in Malaysia, but Nestlé aimed to position Kit Kat Green Tea as a healthier snack offering Japanese-inspired relaxation. Their marketing campaigns use the "Have a break" tagline across different channels to raise awareness. While on-pack promotions are still limited, Nestlé uses influencers and social media to promote Kit Kat Green Tea as providing a refreshing break from daily activities.

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    Case Study - Kit Kat Green Tea in Malaysia

    Uploaded by

    Muskan Mann
    808 views2 pages
    Nestlé introduced Kit Kat Green Tea in Malaysia to attract new target markets like students and young professionals. Green tea is not typically popular in Malaysia, but Nestlé aimed to position Kit Kat Green Tea as a healthier snack offering Japanese-inspired relaxation. Their marketing campaigns use the "Have a break" tagline across different channels to raise awareness. While on-pack promotions are still limited, Nestlé uses influencers and social media to promote Kit Kat Green Tea as providing a refreshing break from daily activities.

    Original Description:

    Case study for Kit Kat

    Original Title

    Kit Kat Case

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    Nestlé introduced Kit Kat Green Tea in Malaysia to attract new target markets like students and young professionals. Green tea is not typically popular in Malaysia, but Nestlé aimed to position Kit Kat Green Tea as a healthier snack offering Japanese-inspired relaxation. Their marketing campaigns use the "Have a break" tagline across different channels to raise awareness. While on-pack promotions are still limited, Nestlé uses influencers and social media to promote Kit Kat Green Tea as providing a refreshing break from daily activities.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    808 views2 pages

    Case Study - Kit Kat Green Tea in Malaysia

    Uploaded by

    Muskan Mann
    Nestlé introduced Kit Kat Green Tea in Malaysia to attract new target markets like students and young professionals. Green tea is not typically popular in Malaysia, but Nestlé aimed to position Kit Kat Green Tea as a healthier snack offering Japanese-inspired relaxation. Their marketing campaigns use the "Have a break" tagline across different channels to raise awareness. While on-pack promotions are still limited, Nestlé uses influencers and social media to promote Kit Kat Green Tea as providing a refreshing break from daily activities.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Case Study -Kit Kat Green Tea in Malaysia

    Kit Kat has slowly grown since 1990s to become Malaysia’s No. 1 chocolate brand. Kit Kat manages
    to differentiate itself from strong
    competitors such as Cadbury,
    Cloud 9, Snickers, Van Houten,
    and others to capture both young
    and old demographics, who
    equally enjoy it as a light snack.
    However, responding to the
    ever-changing consumer
    lifestyles and consumption
    trends that affect its position in
    the market, Nestlé recently
    introduced Kit Kat Green Tea to
    attract a bigger target market, particularly students, young adults, those who are active in sports, as well
    as professional working adults who are always busy trying to meet their deadlines. Nestlé knew that the
    green tea flavour and aroma would be something very new to most Malaysians, who mostly prefer sweet
    confectionery products. It thus adopted the idea of using the image of a Japanese-inspired break, the
    need for relaxation to refresh and energize while enjoying a healthier version of the classic chocolate
    bar. Hence, to achieve their marketing objectives, its popular “Have a break” tagline is featured in all
    Kit Kat marketing campaigns, from media advertisements to packaging, due to its impact on public
    awareness. In addition to the original Kit Kat tagline, Nestlé has also developed a new one for Kit Kat
    Green Tea, encouraging consumers to have a “Japanese-inspired break,” specifically highlighting the
    product’s unique features. Kit Kat’s latest campaign in Malaysia, called “Jalan-jalan breakers,” was
    designed to show how Kit Kat can give consumers a “break” from their daily activities. Consumers can
    use the hashtag “#JalanJalanBreakers and #mybreak” for a chance to win Kit Kat and Kit Kat Green
    Tea backpacks and share-bags. Nestlé also introduced Kit Kat Green Tea through its Facebook and
    Twitter page by posting interesting advertisements from their current fans on the new product, which
    can further update and generate public awareness. In line with this, Kit Kat chose influential Malaysian
    YouTuber Jared Lee to act in its video advertisements.
    However, on-pack promotions are rather limited for Kit Kat Green Tea as it is a newly launched product.
    The latest on-pack promotion they have is the collaboration with supermarket Giant, in which they offer
    vouchers for a trip to Japan, a PlayStation, and shopping. Nonetheless, more IMC programs need to be
    used to expand acceptance of Kit Kat Green Tea among consumers—green tea is not a very popular
    item in Malaysia. The power of advertising on TV and radio should not be underestimated
    either; these are still the most powerful media in many Asian countries.

    If you were assigned the task of launching the Green Tea Kit Kat brand in your own region, how would
    you begin to frame the IMC? How would you identify your key target market, position the product, and
    establish your marketing objectives?

    Judging by the approach that Nestlé has taken in launching and supporting Green Tea Kit Kat in
    Malaysia, how would you describe their approach to budgeting?

    The launch focuses on Malaysia, and the brand is very closely associated with Japan. Judging from the
    fact that green tea is not very popular in Malaysia, has Nestlé made a mistake in launching the brand
    there?

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