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Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers
book

Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers

by Lawrence L. Allen
October 2009
Intermediate to advanced content levelIntermediate to advanced
256 pages
5h 34m
English
AMACOM
Content preview from Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers
Nestle
´
: China’s Chocolate War Sideshow 159
while also improving profitability. This was indeed a catch-
22: a higher sales volume was needed in order to justify ad-
vertising, and advertising was needed to build higher sales
volume. In the end, it was a problem that the company’s choc-
olate and confectionery business managers would struggle
with for years to come.
Thus, in 1999 Nestle
´
became the only one of the Big Five
chocolate companies to market a compound chocolate in
China while abstaining from advertising its chocolate prod-
ucts. KitKat’s retail price was reduced and Nestle
´
imple-
mented a low-price distribution-driven strategy as the way to
attract China’s emerging chocolate consumers.
The Launch of Nestle
´
Wafer
In the United Kingdom, Nestle
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Publisher Resources

ISBN: 9780814414323