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Students Present Strategies for the KITKAT Brand to Chief Marketing Officer for Nestlé Japan

Updated Jan. 26, 2018
On January 22, 2018, students in Professor Sugai's Marketing course presented their strategic recommendations to Mr. Masafumi Ishibashi, Chief Marketing Officer of Nestlé Japan, for the future of the KITKAT brand in Japan.

Throughout this semester, all first year MBA students have learned the KITKAT in Japan case series, and the final assignment was to recommend the best marketing strategy for Nestlé Japan to implement in order to further deepen the impact and relevance of the KITKAT brand in Japan. Six students presented their ideas which ranged from innovative strategic partnerships to new types of retail stores, experiences, and even product formulations.

Mr. Ishibashi gave clear feedback to our students based on the true value and possibilities that each of their ideas offered. It was a fantastic learning experience for all students in our class, and a great opportunity for us to learn from one of the top executives who helped to shape the KITKAT brand as we experience it today in Japan.

On behalf of all of the students in Prof. Sugai's Marketing class, the faculty, staff and entire student body of Doshisha Business School, we would like to extend a very warm "Thank You!" to Mr. Ishibashi and Nestlé Japan for sharing their time and work with us.
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