Page 7: Qualitative objectives
Nestlé also set several qualitative objectives. These were to:
- broaden the number of occasions on which people consume Kit Kat, with the vision that Kit Kat would be the natural choice for all breaks
- increase Kit Kat's market penetration by enticing new consumers to the brand, and by persuading lapsed users to return to the product, with particular emphasis on the 12-20 year old segment
- create real innovation in the countline market.