Kitkat In China
Are you a fan of KitKat? Have you ever wondered how KitKat is perceived in China? Do you know about the special editions of KitKat that are released only in China? If not, then keep reading to learn more about KitKat in China and its target audience.
Pain Points
In recent years, KitKat has faced a few challenges in China. One of the challenges is the competition from local chocolate brands. Another challenge is the stigma attached to foreign brands in China. Many Chinese consumers prefer locally produced chocolate over international brands
Target of KitKat in China
Despite the challenges faced by KitKat in China, Nestle has continued to market the brand and release special editions of the chocolate bar. The target audience for KitKat in China is young consumers who are looking for trendy and unique products. Nestle has been successful in creating this appeal through their innovative marketing campaigns and collaborations with popular Chinese brands.
Summary of Main Points
In summary, KitKat faces competition from local brands in China while also dealing with a foreign brand stigma. However, Nestle continues to market the brand to young and trendy consumers in China through unique marketing campaigns and collaborations with popular Chinese brands.
KitKat in China: Special Editions and Collaborations
One of the unique aspects of KitKat in China is the special editions that are released only in this market. For example, in celebration of Chinese New Year, Nestle released a limited edition Chinese New Year Assorted Gift Box that included four different flavors of KitKat, each with a different auspicious phrase on the packaging. Another collaboration was with popular Chinese brand XiaoMi, where they released a special edition KitKat that had a matcha-filled center with a wasabi flavored outer layer.
These collaborations and special editions create a unique appeal for KitKat in China, as they are perceived as trendy and unique products that are not available anywhere else in the world.
The Challenges of KitKat in China
Although Nestle has been successful in marketing KitKat to young and trendy Chinese consumers, they still face challenges from local brands that are more appealing to traditional consumers. One factor that has contributed to the success of local brands is their ability to incorporate Chinese flavors into their chocolate products. For example, the local brand Dove Chocolate has launched a line of chocolate that includes flavors like red bean, green tea, and lychee. This incorporation of Chinese flavors has made Dove Chocolate more appealing to local consumers who prefer products that cater to their distinct taste preferences.
KitKat's Response to Challenges
In response to the challenges faced by KitKat in China, Nestle has launched its own line of locally inspired flavors. Recent flavors include citron and pepper and Sichuan pepper. These flavors incorporate traditional Chinese spices that are known for their unique and distinct flavors. By incorporating Chinese flavors into their products, KitKat hopes to appeal to a wider audience in China and remain competitive in the market.
Question and Answer
Q. What are some of the challenges faced by KitKat in China?
A. KitKat faces competition from local brands in China while also dealing with a foreign brand stigma.
Q. Who is the target audience for KitKat in China?
A. The target audience for KitKat in China is young consumers who are looking for trendy and unique products.
Q. What are some of the unique flavors of KitKat that are only available in China?
A. Examples of unique flavors of KitKat in China include matcha-filled with wasabi flavored outer layer and citron and pepper with Sichuan pepper.
Q. How has KitKat responded to the challenges of the Chinese market?
A. KitKat has responded by launching its own line of locally inspired flavors that incorporate traditional Chinese spices.
Conclusion
KitKat faces challenges in the Chinese market, but Nestle has been successful in marketing the brand to young and trendy consumers through unique marketing campaigns and collaborations with popular Chinese brands. The special editions and collaborations create a unique appeal for KitKat in China, while the incorporation of Chinese flavors into their products shows KitKat's commitment to remaining competitive in the market.
Gallery
Nestlé KitKat – Chinese New Year Edition (2016) On Behance
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