If you were assigned the task of launching the Green Tea Kit Kat brand in your own region, how would you begin to frame the IMC? How would you identify your key target market, position the product, and establish your marketing objectives?

Kit Kat has slowly grown since 1990s to become Malaysia’s No. 1 chocolate brand. Kit Kat manages to differentiate itself from strong competitors such as Cadbury, Cloud 9, Snickers, Van Houten, and others to capture both young and old demographics, who equally enjoy it as a light snack. However, responding to the ever-changing consumer lifestyles and consumption trends that affect its position in the market, Nestlé recently introduced Kit Kat Green Tea to attract a bigger target market, particularly students, young adults, those who are active in sports, as well as professional working adults who are always busy trying to meet their deadlines. Nestlé knew that the green tea flavor and aroma would be something very new to most Malaysians, who mostly prefer sweet confectionery products. It thus adopted the idea of using the image of a Japanese-inspired break, the need for relaxation to refresh and energize while enjoying a healthier version of the classic chocolate bar.