Tuesday, January 19, 2010

The importance of evaluating the success of Nestlé's brand strategy

An important ingredient in the pursuit of any objective is control. It would be irresponsible of a firm to commit itself to objectives and strategies without also setting in place the means to monitor and evaluate its success. In the short run, Kit Kat's sales figures are a key indicator of success, enabling Nestlé to assess growth and marketshares performance and compare its progress with that of its competitors. However, in the longer term, it is also necessary to gain market research information on consumer perceptions. Consumer attitudes constantly change over time. If Kit Kat is going to maintain its brand leadership, it must be aware of and adapt to these changes. The market never forgives complacency.