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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 171
Nestle
´
’s Swiss head office went to Shanghai on a personal trip.
Nestle
´
China later received an e-mail from them, complaining
about the lack of Nestle
´
confectionery products in the retail
stores they visited. Without the distinctive labeling they were
used to seeing on their own products—Nestle Crunch’s blue
wrapper, the multicolor Smarties label, or KitKat with brand-
ing they could recognize to catch their eye—they just assumed
Nestle
´
chocolate wasn’t there. Nestle
´
Wafer, KitKat, and
China Crunch were there, but they were so well concealed by
their unified packaging that they were simply unrecognizable
as such. In the end, China’s consumers were left asking the
same question: Where is Nestle
´
’s chocolate?
Nestle ...
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Publisher Resources

ISBN: 9780814414323