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KitKat's Secret To Success In Japan

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KitKat Flavour Variations, Japan

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The Japanese food market can be particularly hard to crack for foreign brands. Ask Mars, who have finally managed to get M&Ms and Snickers onto Japanese shelves after thirty five years of hard work. This is only part of the battle though. The next step is competing with domestic brands that dominate the packaged food market in Japan thanks to their unrivalled insight.

A worthy rival has been found in the form of KitKat. So what is its secret to success?  KitKat’s popularity in the Japanese food market can be attributed to solid investment by Nestle since its launch in Japan in the 1970s. Consumers in Japan have a notoriously short attention span, with products battling to stay relevant in the market. KitKat has constantly been innovating new flavours, such as green tea and wasabi, to keep the Japanese public interested in the product. Nestle have produced over 200 limited edition flavours. (more…)

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Textappeal on BBC NEWS

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March 4, 2011 – The lead feature of BBC NEWS BUSINESS highlights Textappeal as a company that is showing the way in global virtual business. In a web article titled “The Virtual Business: Doing Deals in Your Pyjamas”, Fiona Graham, Technology of business reporter for the BBC News, writes: (more…)

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Marketing Week Invites Textappeal to Deliver November 2010 Keynote Presentation

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In July 2009, Textappeal and LONDON Advertising launched the first-ever global report on low-cost, high-return recession marketing. Having reviewed 500 examples from all over the world, 100 were selected for the final report, “Marketing in the Recession”. It was covered by dozens of publications across the globe, including the Advertising Age and the Internationalist, and accurately predicted a positive upturn in a number of markets.

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