Nestle is the world wide leader of nutrition, health and wellness (measured by revenues). Created in 1866 in Switzerland, the company is today implanted in all the continents and has production sites in almost every country. Marketing has been a relevant aspect of their global strategy as it is based on that quote : Think globally, act locally . Kit Kat is one of their most popular brand and the most consumed chocolate bar in the world. It has also became a fascinating cultural good in Japan. Indeed the Kit Kat story in Japan can be seen as a marketing fairy tale

The segmentation for Kit Kat is based on :Demographic criteriasNestle segmented the market based on age. 35-54 years old with children of 18 years old and below. Those people are at the same time the providers and the consumers. 12-17 years old are people who have spending power and are able to make their own purchasing dcisions 18-24 years old are students and Young professionals with very active lives.

Psychographic criterias :Based on life style and personality Nestle is interested in a segment of active people, working a lot and in need for energy during the day.

Behaviorial criterias :Based on benefits Neslte provides Kit Kat to people that are used to have snacks but who want to eat healthier and less calorical products than the ones of the competitors (Mars, Kinder Bueno )

TargetingThe target of a company is based on the segmentation. The firm has to choose the segment that is the most likely to be interested in consuming a particular product. The aim of Nestle, conserning Kit Kat is to target a segment of poeple which are looking for a chocolate bar which is high in quality and moderetaly priced. In France, nestle mainly tragets the 35 to 54 years old people and their children. Those poeple can be coming from lower, middle and upper class. In Japan, the targeting of Kit Kat is more based on both the segments of the 12 to 17 years old and the 18 to 24 years old. Those young people are craving for new tendencies. As consuming Japanese products is highly important for most of Japanese poeple, they also target that part of the population by giving the brand a strong Japanese touch.