Preview

Kit Kat Case

Good Essays
Open Document
Open Document
522 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Kit Kat Case
On 22 April, the IPAB ruled on a trademark dispute between Swiss multinational Societe des Produits Nestle S.A (hereafter Nestle) and Kolkata based Kit Kat Food Products over the use of the trademark 'Kit Kat'.

Two applications for the registration of the Kit Kat trademark in India was made by Nestle in 1987. However, this was oppossed to by Kit Kat Food products. Consequently, the applications could not be registered. In 1991, Kit Kat Food products attempted to register the trademark Kit Kat for their various products including chanachur by filing three applications. However, these applications were rejected because of Nestle's opposition.

The issue to be decided by the IPAB was essentially, whether Nestle or Kit Kat Food Products had the right to use the trademark 'Kit Kat' and consequently, whose application could be rightfully rejected under the Trademarks Act, 1999.

The IPAB noted that Societe des Produits Nestle S.A had been using the 'Kit Kat' trademark outside India since 1935. They had got the mark registered in 1942. The applications filed by Nestle which are at the centre of this dispute have been filed in 1987. The applications had been filed with respect to a number of products which includes cereals, which is used to make the highly popular wafer chocolate, Kit Kat. Although registration does not automatically translate to use, the 1987 application was filed such that it could be used since 1987. The IPAB noted that Nestle had provided evidence in the form of an export sales invoice that they were users since 01/11/1987. It had been conceded by Kit Kat Food Products that they had been using the trademark since 1991 only. Therefore, the IPAB ruled that Nestle was the prior user of the trademark. By establishing that they were the prior user of the trademark, the IPAB noted that Nestle had discharged its burden of proving that any confusion or deception would be a result of the use of the mark by Kit Kat Food Products and not by Nestle as

You May Also Find These Documents Helpful

  • Powerful Essays

    [ 10 ]. Nestle Corportate. "About Us." Home. Nestle, 2012. Web. 01 June 2012. .…

    • 6778 Words
    • 28 Pages
    Powerful Essays
  • Satisfactory Essays

    Kit-Kats have the milk chocolate, crispy crumbs of sweetness, layers of wafers, and even better the chocolate is made out of Kit-Kat’s (BBC's Inside the Factory: How Our Favourite Foods are Made) Who wouldn’t want to eat something that good?…

    • 310 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    United Cereal

    • 1464 Words
    • 6 Pages

    The case gives a brief idea about the company’s confusion over a new product launch in Europe. United Cereal was first established in the year 1910 in Kalamazoo, Michigan, It also stepped in to the market of other markets such as beverages, frozen food, and baked food. But the breakfast cereal trend soon set in. And it was very necessary for the company to do a full research before launching a new product. The company had strong values and policies, which it needed for its managers to follow. Breakfast cereal market was a potential market and there was only one major competitor, Kellog. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry.…

    • 1464 Words
    • 6 Pages
    Good Essays
  • Powerful Essays

    United Cereal

    • 2279 Words
    • 6 Pages

    The case is focusing on European division of a giant multinational breakfast food company, which describes a launch decision for a new cereal product. United Cereal (UC) was established in 1910 by Jed Thomas. It was known in the industry, eventually diversified into snack foods, dairy products. By 2010 UC was a $9 billion business, but the breakfast cereals still accounted for one-third of its revenues. As the breakfast cereal trend soon set in. It was very necessary for the company to launch a new product. The company had strong values and policies, which it needed for its managers to follow. Breakfast cereal market was a potential market and there were several major competitors. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry. UC entered European market in 1952 by acquiring an English baked goods company, and then growing it by introducing products from the U.S. line. By 2009, Europe accounted for 20% of UC’s worldwide sales. But at the same time, European market was becoming a complex market to handle. The market varied to a great extent in each of these countries. There were a variety of breakfast traditions and national tastes that differed from each other. Distribution channels were also different for these countries. So Lora Brill pursue an idea which she referred to as the “Eurobrand” concept that could be adapted for product marketing. Crunch in other European markets with the Eurobrand approach, continuing with Germany and Benelux, as those countries are also in favor of Healthy Berry Crunch. At the same time the company would do the further research on other European countries and choose the countries that test results show well to launch the next. For the issue of too much cost and local customization causing differences in product profiles and market strategies would be solved as the consumer tastes in Europe are converging as…

    • 2279 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Krispy Kreme Case

    • 1962 Words
    • 8 Pages

    What can the historical income statements (case Exhibit 1) and balance sheets (case Exhibit 2) tell you about the financial health and condition of Krispy Kreme Doughnuts, Inc.?…

    • 1962 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Krispy Kreme Case

    • 987 Words
    • 4 Pages

    * One of the major driving force that constantly affects Krispy Kreme is the Global Marketplace. The company has to cope with a competition of a global scale both against leading world-known brands and local market players. Its losses are largely attributed to its inability to adapt to its environment. The global economic crisis & the socio-cultural shift towards healthy eating habits are the scanned facts within the general environment. Under the task environment, decline in the target market due to customers’ health-conscious fad and Dunkin Donuts’ successful marketing strategies turns to be a very dictating external considerations.…

    • 987 Words
    • 4 Pages
    Good Essays
  • Good Essays

    History of Kit Kat

    • 696 Words
    • 3 Pages

    The product's official title of "Rowntree's Chocolate Crisp" was renamed "Kit Kat Chocolate Crisp" in 1937, the same year that 'Kit Kat' began to incorporate "Break" into its recognisable advertising strategy.[2] The colour scheme and first flavour variation to the brand came in 1942, owing to World War II, when food shortages prompted an alteration in the recipe. The flavour of "Kit Kat" was changed to "dark"; the packaging abandoned its "Chocolate Crisp" title, and was adorned in blue.[5] After the war the title was altered to "Kit Kat" and resumed its original milk recipe and red packaging.…

    • 696 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Business

    • 255 Words
    • 1 Page

    What company have the following brand names got in common: Kit Kat, Go-Cat, Bite Size Shreddies, Gold Blend? The following companies that have been listed above are all common as they are advertised by NESTLE.…

    • 255 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Kit Kat Marketing

    • 858 Words
    • 4 Pages

    Kit Kat has always had an extremely successful marketing campaign and a great product to back the marketing campaign. This product has endured due to its great marketing strategy that appeals to all ages and both sexes. KitKat was first advertised on TV back in 1957 and had its first colour advert in 1967. Famous adverts include the ‘Dancing Panda’ in 1987 and the ‘Have a Break’ adverts in the 90’s. KitKat is produced at the Nestlé Rowntree Factory and in 2004 a massive 39,000 tonnes of KitKat were sold - that 's 107 tonnes a day! ("The history of," ). The three marketing environment forces that impact Kit Kat are the competitive environment, the social or cultural environment, and the economic environment.…

    • 858 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Krispy Kreme case

    • 1351 Words
    • 6 Pages

    With its sensational donuts, Krispy Kreme created a cult like following among their consumers and professional investors alike. Krispy Kreme’s simple business model was easy for most people to understand; they sold donuts, and the more they could sell the better the company did financially, or so they thought. From its IPO in April 2000, at the peak of the internet boom, Krispy Kreme was led by CEO Scott Livengood who expanded the company rapidly taking it from a small town donut shop to an international brand.…

    • 1351 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    The Nestl' Case

    • 313 Words
    • 2 Pages

    Newton, L.H. 1999. Truth is the daughter of time: the real story of the Nestlé case. Business and Society Review, 104 (4): 367–98.…

    • 313 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Kitkat Case Study

    • 2800 Words
    • 12 Pages

    Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has acquired an instantly recognisable brand name and identity. In 1997, British sales of Kit Kat amounted to some £227 million, which made it easily the most popular confectionery product on the market. Forty four Kit Kats are consumed every second in the UK! The UK confectionery market is worth over £5 billion per annum and is highly competitive. It continues to be dominated by large, wellestablished names - highlighting the importance to firms of creating brand identities for their products. Once created, however, a brand name needs constant maintenance. Kit Kat’s ability to remain a brand leader over sixty years is no accident. The long term maintenance of a brand name requires continuous monitoring and investment. Brand image must be seen as a dynamic, not a static factor; the same consumer perceptions that create brand loyalty can also turn against a product that fails to adjust and adapt to changing attitudes. This case study focuses on Nestlé’s Kit Kat and the long term brand name maintenance strategies which have sustained Kit Kat’s position as a market leader for over sixty years.…

    • 2800 Words
    • 12 Pages
    Good Essays
  • Satisfactory Essays

    Accolade V. Sega

    • 298 Words
    • 2 Pages

    * The Kit Kat range, which is produced in York, makes up approximately 23% of Nestlé Confectionery UK sales. Almost a quarter of the Kit Kat sales are of four–finger Kit Kat.…

    • 298 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Nestle should carry on with their partnership activities that will increase their competitive advantage more. However, they shouldn’t venture their business with companies that can’t sustain the pressure of the market and in which waver under the scrutiny of competitors. They should choose qualified companies and companies that show promising performance.…

    • 365 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Complan vs Horlicks

    • 842 Words
    • 4 Pages

    This case is about the advertising war between two popular health drink brands Horlicks and Complan in India. The war for supremacy between these two brands started as early as in 1960s and had continued ever since. Over the years, the brands were involved in aggressive comparative advertising in print and television over attributes such as ingredients, protein content, growth, and flavors. However, in late 2008, the makers of Horlicks, GlaxoSmithKline Consumer Healthcare (GSK), and the makers of Complan, Heinz India (Heinz), came out with advertisements that directly compared the brands using the competitor brand's trademarks. Industry observers felt that in their bid to outdo each other, the two companies had ended up denigrating the competitor brand.…

    • 842 Words
    • 4 Pages
    Good Essays