Good Luck as a marketing Strategy.

Thanks to Karthik Srinivasan for this input.

This new #packagingdesign idea by KitKat in Japan is as adorable as it is intelligent!



Nestlé Japan is moving from plastic packaging to paper packaging in Japan. But, instead of simply changing the material, they have also added an extra bit of fun and engagement – the paper packaging for KitKat Mini range will include instructions on how to make an origami crane out of it, instead of simply throwing it away!

Now, this is brilliant on 2 fronts.

One, the concept of origami cranes in Japan. Origami is, in itself, from Japan, meaning fold+paper – ori+kami. As for cranes, they have mystical appeal in Japan and are believed to live for a thousand years. So, cranes represent good luck and longevity. Traditionally in Japan, it is believed that if one folded 1,000 origami cranes, their wish would come true!

This is where the 2nd point of intelligence comes in – the Japanese phrase ‘kitto katsu’ means ‘sure to succeed’ and Kit Kat has already played up this similar-sounding phase in its marketing in Japan. So, now they are encouraging people to buy KitKat, not throw away the wrapper but make it into an origami paper crane, add their wish/message in the wings and give it to people as a lucky charm!

#funfacts
-As mentioned, due to its association with good luck, the sales of kit kat increases drastically during examination time. Many students even carry the chocolate to the examination hall.
-300 unique kit kat flavours are available only in Japan and some in select localities only.
-5 million kit Kars are Sold in a day in Japan.



Author: Hisham Kabir
An MBA with 18+ years of experience, spanning senior roles across multiple industry verticals as an account manager with B2B Sales & Business Development in Events and Marketing, Food Buying sourcing and procurement, FMCG, New Product Development, F&B, Catering & Banquet, End to End Event Operations Management. LinkedIn sales navigator expert. LinkedIn helper2 sales automation and Zoho CRM. Extensive functional expertise in successfully managing end-to-end aspects of F&B operations spanning the front and back-office operations within budgeted guidelines and to the highest standards. People Management – Experienced in recruiting, training and managing F&B teams - Most recently managed a 50+ strong cross-functional team. Proven track record of managing 400+ catering events including numerous high-volume corporate and social events with more than 5000 pax. Further to MBA, completed a Management development programme in sales management from IIM which is among the leading business management school in India. Later ventured into independent entrepreneurial business by launching and retailing a ready-to-cook food gravy paste brand using retort technology called freedom kitchen. With significant insights into front-end retailing and a strong background in the Retail Industry, I shifted to Corporate Path by joining a food-based FMCG company as part of their rural market expansion.  My expertise is in operational excellence, channel sales development, team management, client relationship development, and Event Operations Management. large ticket banquet Management, Menu planning, costing and P&L, and people management. Driven by a passion for advertising have conducted an exhibition titled walk through the history of Volkswagen beetle. where I showcased several print ads released by Volkswagen Beetle in North America from 1958 to 1971. You can follow blogs on www.buyologist.in dealing with trends in marketing and advertising and behavioural economics.

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