Kit Kat: Revitalising a Brand Leader
A Nestlé case study

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Page 6: Quantitative objectives

Nestlé set demanding quantitative objectives for the launch. Nestlé aimed to:

  • achieve 90distribution in all sectors of the confectionery market within the first four weeks after the launch
  • sell 50 million units (ie 2,750 tonnes of product) in 1999, the year of the launch
  • increase sales in subsequent years.

Nestlé | Kit Kat: Revitalising a Brand Leader