Localization Digs Deep: Kit Kat Bars in Japan
I came across another example of the “localization” of food products. National Public Radio broadcast a piece on how the Kit Kat candy bar has been adapted by Nestlé for the Japanese market. The explanation of why this huge corporation is forced to continually come up with new (what we’d call) weird flavors to be sold in Japanese convenience stores shows how a product’s success, and marketing strategy, are deeply affected by all aspects of a given society.
In the case of Kit Kats, how Nestlé develops and markets them are affected by factors as diverse as Japanese-specific retail distribution models, education testing cycles for school children, and the Japanese taste for new and unique flavors.
According to the NPR interview, there have been over 200 Kit Kat flavors developed including ginger ale, soy sauce, green tea, strawberry cheesecake, intense roast soybean and banana. Apparently, Kit Kat bars are sold in 17 countries–a look at how they are adapted for each would be a very interesting localization case study!
To successfully sell a product in an international market, you must understand what makes that market unique and fully embrace the process of adapting your product as required by the culture and society of your targeted locale. A localization consultant and professional translation team can help you define your strategy.
Related Post:
Potato Chips: A Localization Case Study
Tags: Cross Cultural, Culture, L10N, Localization, Marketing
Posted in: Articles
