Abstract
This report is submitted, as per your request, to analyze the international marketing strategies of Nestle “KitKat” products in Saudi Arabia and Japan with a recommendation for effective marketing of these products.
Introduction
International marketing is the trade of goods and services between different countries. Recently, companies are not limited to their national borders but are open to international marketing. With increasing changes in customer needs, choices, preferences, and tastes, the economy is expanding and giving way to more competitive marketing (Djarum et al., 2019). Thus, organizations must respond quickly to customer requests with well-defined marketing strategies.
Product Description
KitKat is a chocolate bar that is made of three layers of waffle and wrapped with an inner and outer layer of chocolate. The target market of KitKat Chocolatory is micromarketing, which is a method of promotion focused on a small cluster of exclusive customers (Djarum et al., 2019). A feature of the product is its association with a break from work, which is reflected in the slogan.
Saudi Arabia and Japan Cultural and Macroenvironment Comparison
- Language: The Japanese language has special characteristics related to writing and pronunciation that distinguish it from European languages (Cultural Atlas, 2021). The official language of Saudi Arabia is Arabic (Cultural Atlas, 2019). English is widely spoken and used in everyday activities and commercial transactions.
- Religion: In Japan, two religious movements are Shintoism and Buddhism (Cultural Atlas, 2021). The state religion of the kingdom is Islam; other denominations are officially banned (Cultural Atlas, 2019).
- Food and consumption habits: The Japanese food system is based on aesthetic beauty, harmony, respect for food and the way it is consumed (Cultural Atlas, 2021). In Saudi Arabia, observing Islamic laws and traditions, residents do not eat pork, meat of predatory animals, and alcoholic beverages.
- Economic: The Japanese economy is steadily growing, demonstrating annual GDP growth and the development of high-tech technologies (Cultural Atlas, 2021). Saudi Arabia is a developing country – with 0.4% of the world’s population, it creates 0.7% of the world’s product (Cultural Atlas, 2019).
- Legal: In Japan, there is a fairly well-developed structure of legislation that allows foreign companies to open their own representative offices and receive support from the state. In turn, entrepreneurship enjoys high support in Saudi Arabia.
The product’s commercial message
In Japan, along with the traditional “Have a break, have a KitKat” it uses a unique advertising slogan, “kitto katsu” (“you will win”), that allowed the company to conquer this market and make it especially successful. In addition, young women are the main heroines of Japanese advertisements, and this tendency reflects the Japanese cultural peculiarity of focus on youth and beauty. In general, eating Kit Kats is perceived as an opportunity to have a rest from a time-consuming job or study and improve a mood (Oyatsu Café, 2013). In Saudi Arabia, the world slogan KitKat is used – “However you break, Have a KitKat” (KitKat, n.d.). In advertisements, mostly men are participated and traditional events, such as a proposal, are shown (KitKat Arabia, 2014). In addition, eating KitKat is associated with a break that gives an opportunity to dream about an ideal sequence of a hero’s actions.
Comparative marketing analysis
Japan ranks first in terms of sales and profits compared to other markets where Nestlé operates. The company has created more than 400 different flavors, and some of them are available only in certain regions, which creates a sense of rarity and pleases collectors. Tastes are constantly changing and they will not be understood in the global market. In Saudi Arabia, KitKat does not have such a special status as in Japan. Therefore, an approach to the implementation of a marketing strategy aimed at maintaining general attention to the company’s products.
Recommendation and Conclusion
As the example of KitKat’s success in the Japanese market shows, paying attention to the cultural component and language is an essential part of the brand’s international strategy. It should be noted that the unification of all processes in all countries has economic benefits. However, if there is an opportunity to create a unique slogan that will suit the culture of a certain country, then it is necessary to use this approach.
References
Cultural Atlas. (2019). Saudi Arabian Culture. Core Concepts. Web.
Cultural Atlas. (2021). Japanese Culture. Core Concepts. Web.
Djarum, S. V., Kee, D. M. H., Binti Azmin, N. N., Isdianto, R. D., Elghoul, A. O., & Pandit, S. S. (2019). The Challenges and the opportunities of introducing organic KitKat chocolate by Nestle (A Study Case: NESTLE). Journal of the Community Development in Asia, 2(3), 59–67. Web.
KitKat Arabia. (2014). KIT KAT commercial – Proposal [Video]. YouTube. Web.
KitKat. (n.d.). KitKat Arabia. Web.
Oyatsu Café. (2013). Green Tea Kit-Kat commercial from Japan (www.oyatsucafe.com) [Video]. YouTube. Web.
Vandenberg, L. (2019). The Kit Kat in Japan, a Transliteration Success. The Diplomat. Web.