Kit Kat: Revitalising a Brand Leader
A Nestlé case study

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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.

Nestlé | Kit Kat: Revitalising a Brand Leader