Kit Kat makes a real Virtual Goods
If you want to understand the fundamentals of how a functions gift-giving economy works, taking a closer look at this article on the Japanese candy market may give you some insight into how people relate to objects differently when they’re given a different context.
Fiorella says companies want to keep spending habits up by introducing unusual flavors and giving consumers reasons to buy. Many of the snacks only sell for a limited time or in specific regions. That caters to Japan’s “omiage” or gift-giving culture where consumers are expected to bring back something unique for friends and colleagues when they travel. For example the cherry blossom flavored Kit Kat is only sold in the spring. The potato Kit Kat was only sold in the country’s northern Hokkaido region, an area known for spuds. A nestle spokesman says the limited edition flavors stay on store shelves for average of two months before they’re replaced with new ones. Fiorella says the marketing cycle in Japan is unlike anything in the US.
But similar to something else…
In a Japanese market that is crowded with many choices, Nestlé has managed to carve out a niche for themselves by understanding that the experience of buying a candy is about more than just purchasing a bar of chocolate. Sure, it’s always great to add more flavors, but what’s going on here is more than that. In this case the company is creating a direct response to the desires of their customers, and giving them a reason to use the product in an entirely new way. They’ve turned it into something that can be considered a “good luck charm” by their customers, and fulfill a need that isn’t directly candy related.
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