Business Case Studies, Brands & Branding and Private Labels Case Study, Kit Kat, Chocolate

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Brands & Branding and Private Labels Case Study

Case Title:

Extending Kit Kat’s Product Life Cycle

Publication Year : 2006

Authors: Mridu Verma, Shital Vakharia

Industry: Food, Diary and Agriculture Products


Case Code: BBP0048P

Teaching Note: Available

Structured Assignment: Not Available

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Nestlé’s Kit Kat is the largest selling chocolate brand in the United Kingdom (UK). Since mid 90s, Kit Kat’s sales have been deteriorating. The case discusses Kit Kat’s growth strategy, product line, brand extensions and brand variants. It also focuses on the measures undertaken to give a new lease of life to the mature brand through brand extensions, new variants, innovative promotional schemes and globalisation efforts. The case discusses Nestle UK’s revival strategies to bring back the glory that Kit Kat enjoyed for years.

Pedagogical Objectives:

  • To discuss the growth strategy of Kit Kat
  • To understand the factors that lead the product to its maturity
  • To discuss the product Life cycle of Kit Kat
  • To discuss the revival strategy of kit Kat to make a comeback.

Keywords : Chocolate, have a break have a kitkat, nestle, sales down, Market leader, product life cycle, Rowntree Ltd, competitors, red and white wrapper, brand extension, cadbury, Brands & Branding Case Study, product poliferisation, paul grimwood, reversing strategy, countlines


  • Introduction
  • Chocolate Market in the U.K.
  • Background
  • KitKat under Nestle
  • Revitalising Kit Kat

  • Product proliferation
  • Reversing the Strategies
  • Looking Ahead
  • Data File: The Atkins effect

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