KitKat_Case MKT5ACD

  1. How can the marketing managers from NESTLÉ KITKAT theorize and research consumer motivation in Japan? Your answer should refer to the case study and consumer behaviour theory and examples of products, services or brands that have built successful motivational strategies.
  1. Why is brand personality concept useful for NESTLÉ KITKAT marketing managers? Aaker (1997) came out with five dimensions of brand personality – sincerity, competence, excitement, sophistication, and ruggedness. Indicate what type of brand personality you recommend for Kawaii (The cuteness culture) in the Japanese consumer market.Your answer should refer to consumer behaviour theory and examples of companies that have successfully developed a brand personality. 
  1. Explain the importance of consumer perception in developing marketing communication. Your answer should refer to consumer behaviour theory and examples of NESTLÉ KITKAT brand in Japan. 

Part B: Answer all 3 (Three) Questions

  1. Explain the process involved in the structure and movement of meaning in Grant McCracken’s theory of Cultural Meaning of Consumer Goods (1986). How would you criticize McCracken’s idea of how cultural meaning moves from one social location to another in the Japanese market considering your focus from NESTLÉ KITKAT in Japan case study? 
  1. Explain why a brand manager from NESTLÉ should use Pierre Bourdieu’s concepts of ‘Capitals’ to target nouveau riche, Asian consumers? Your answer should refer to Cultural and Social Reproduction Theory, as well as real-world examples.
  1. What is Cultural Orthodoxy? Outline how you could use your knowledge of Cultural Branding Theory to develop a marketing strategy for NESTLÉ KITKAT.
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