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CMO of Nestlé Japan presents the story of KITKAT in Japan

Updated Feb. 2, 2017
Doshisha Business School was honored to have Mr. Masafumi Ishibashi, Chief Marketing Officer (CMO) of Nestlé Japan visit our campus on Monday, January 30th. During his talk, Mr. Ishibashi discussed the history of KITKAT in Japan and its growth from just another choice within Japan’s overcrowded confectionery market to become a cultural icon for those wishing to support those working to overcome a challenge.

Mr. Ishibashi went on to explain the evolution of the KITKAT brand to its current “Premiumization” strategy where Nestlé is opening high-end, luxury chocolate stores within major department stores throughout Japan.

Students in our first year MBA class asked questions for more than one full hour, with Mr. Ishibashi answering student queries ranging from the reasons behind specific decisions to Nestlé’s future growth plans in Japan.

Overall it was an extremely successful talk, and we are very hopeful that Mr. Ishibashi will return to DBS in the future. On behalf of the entire Doshisha Business School community we would like to thank Mr. Ishibashi and Nestlé Japan for providing such a powerful learning experience to our global MBA students.

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