Kit Kat revitalising a brand leader

All products have a life-cycle. It starts with preparations for the product’s launch, followed by the launch itself. Some products are an immediate success; they capture public imagination. Often this results from well targeted, exciting promotional and advertising activity and from careful market research that has identified a genuine gap in the market. Other products take longer to come to consumers’ attention, and longer still to become popular. Some new products flop, and soon disappear from sale. The growth stage comes next. Growth can take…