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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 165
In the Shadow of Nestle
´
Wafer
Though Nestle
´
Wafer initially helped KitKat achieve broader
distribution in China, the chocolate bar’s sales were unable to
exceed 2,000 tons in a chocolate market that was growing at
15 to 20 percent per year. Something was amiss. Though
some consumers likely passed on KitKat because it didn’t con-
tain cocoa butter, it was not a significant factor in holding
back KitKat’s sales growth. Its main challenge was that it was
too closely associated with the Nestle
´
Wafer, and its packag-
ing was largely to blame.
Retail stores are a kaleidoscope of colors and shapes. With
about 10,000 items in the average American supermarket, it
is easy for a single product to be overlooked. One technique ...
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Publisher Resources

ISBN: 9780814414323