3rd Quarter: September 2010 - Nestlé Professional

EAR 

Paul Bulcke’s visit 

Nestlé Professional at University of 

Mauritius Orientation Sessions 

GCR 

Launch of Nestlé Sjora at Pizza Hut 

Hong Kong and Macau 

Nestlé Sjora premiers at UA Cinemas 

Fostering better customer 

relationship at the 'Taipei 

International Food Show' 

IndoChina 

Nestlé Sweet Time Launch 

Launch of Nestea White Tea Pandan- 

Aloe Vera 

Nescafé Ice SME Challenge 2010 

Passion to win back our loyal 

customer 

Indonesia 

Nescafé Tubruk and Nestea Lemon 

Tea pitcher size launch 

Israel 

Launch of Osem Nestlé Professional 

in Israel 

Japan 

Nestlé Professional Beverage Solution 

at Coco’s Family Restaurant 

Exhibition 2010 

Korea 

Culinary Workshop, Back to Basics 

285% growth with Hazelnut 

Flavoured Black 

NP Korea received 2010 Vendor 

Award from Office Depot Korea 

Sjora, now in +789 locations 

MAGHREB 

Global fever takes hold of Nescafé 

in coffee shops 

AOA 

SEPTEMBER 

Quarterly 

2010 

Dear Colleagues 

We have closed the 3rd 

quarter of 2010. Welcome 

to the third Nestlé 

Professional AOA Quarterly 

newsletter. 

I trust many of you have 

been rejuvenated from 

wonderful summer holidays 

with your family and loved 

ones. 

The Group has recently 

announced the Financial 

Results 2010 (January to 

June). Nestlé Professional 

AOA’s performance is 

excellent. Cheers to you 

and your team’s great 

effort and hard work. 

Thank you for a job Well 

Done!!! 

We have achieved solid results in Q3 but NP AOA must not be too relaxed as we 

have the second half result to achieve. 

As Paul Bulcke has mentioned in his speech on 11 August 2010, “We are not alone. 

Our competitors are showing strong figures too, especially in growth. They’re going 

to the same places, engaging with the same customers, connecting with the same 

consumers, going after the same opportunities. And they’re moving fast. So we 

must stay ahead of them, outpace them, be better than them. This is what I mean 

by ‘competitive intensity’.” 

Our CEO, Paul Bulcke also said in his message, “Winning is being first, winning is 

being the best. Doing the right things right. And having the satisfaction - and pride 

- of a job well done.” 

Therefore, we must continue to know our competitors’ strengths and weaknesses. 

“Beat” them. We must continue to WIN the customers’ confidence with excellent 

service. Listen, talk to them and understand their needs. 

1

Middle East 

Launch of Maggi Chicken Bouillon 

for chefs 

MYSG 

New Roasters’ recipes to capture 

market share 

Sjora and Milano launches in “Health 

& You 2010” 

Sjora, a hit in Singapore 

Customer’s satisfaction key 

World Golden Chef Cooking 

Competition 

NEAR 

Coffee shops loyalty programme 

Oceania 

Nestlé Professional returns to 

Foodservice Australia 

Serving up lunch the Nestlé 

Professional way 

Philippines 

Winning lives in SOS Children’s 

Village Bataan 

Establishing cold Nestea as the 

Perfect Meal Partner 

Turkey 

REAL becomes a reality 

New and innovative use for Maggi 

Meat Bouillon 

ZAR 

Milo Cold served in NuMetro Cinemas 

In June 2010, we, as NP AOA, presented our Regional Execution Plan (REP) for the 

period 2010 to 2013 and up to 2019 to the Leadership Team of NP. 

We also had Oceania, Greater China Region, South Asia Region (concentrating on 

China and India respectively as BRIC markets), Philippines and Indonesia presenting 

their MEPs. Overall, we had a strong alignment of NP AOA with the global strategies. 

Our plan was well received and the key challenge was to gear up for growth. In our 

plan, we forecast that we will grow year after year with 10% plus and to reach our 

target of CHF 5 billion by end 2010. This plan is to grow faster than the Nestlé 

model and in line for EBIT. 

It was clear from the meaningful discussions during the REP that the key priorities 

in Beverages and Food remain unchanged. 

BEVERAGE 

• Focus on and grow standard beverages and own the RTM, driving distribution on 

a geographical basis with deep channel penetration and end user loyalty. 

• Accelerate solutions, both hot and cold, focusing on commercial as the priority 

channels, ensuring good quality placements (right sizing our existing asset base), 

using BMB to manage the final cup quality and make better business decisions, 

and drive value into the offer by focusing on a separate service systems revenue 

model to ensure we get the right value for our solutions. 

• Vending ingredients remains a maintain and grow strategy where we ensure we 

offer a relevant range of consumer facing product and brands that help our 

operators amortize their assets and win and sustain their contracts. 

FOOD 

• Accelerate the development of Food Capabilities & Knowledge in Marketing and 

Sales through focused food and industry training. 

• Continue to focus our efforts on the deployment and demand generation of our 

Chinese and Western Cuisine Product Baskets (Seasoning, Stocks, and Sauces). 

• Deployment of culinary innovation platforms - Revitalized Flavour Solutions and 

Ultra Convenient Wet Culinary. 

• Build Customer Intimacy with selected QSR chains and develop key resources to 

address their needs. 

We remain confident that we are on track to achieve our ambition by focusing on 

these key priorities. 

Finally, as we just closed the books for the third quarter 2010, the Regional and 

Leadership Teams of NP would like to congratulate you for the great results achieved 

for AOA. 

Let’s work together and stay focussed to deliver our results in Quarter 4 to be able 

to celebrate a great 2010 for NP AOA. I know you can make it happen and I have 

confidence in you. 

Good luck and every success to all NP AOA staff. 

With Warm Regards, 

2 AOA Quarterly September 2010

Nestlé Professional EAR: Paul Bulcke’s visit by Millicent Ndirangu 

Paul Bulke, Nestlé CEO, Frits Van Dijk, Executive Vice President Nestlé S.A., Roger Stettler, Senior Vice President Nestlé 

S.A. and Rabie Issa, Country Business Manager, NP EAR pose with the NP team. 

Kenya, which is the EAR headquarters, was honoured 

to have an executive visit by Mr Paul Bulcke - Nestlé 

CEO, Mr Frits Van Dijk, Zone Director - Zone AOA, 

Roger Stettler - Senior Vice President in charge of 

operations in Africa, at the beginning of July. 

NP EAR Team at the NP booth during the executives' 

visit to Nairobi. 

This was an exciting time for the Nestlé Professional 

team as we were able to meet the senior management 

executives. The team had set up an elaborate display 

stand where the Nestlé Professional business in EAR 

was showcased. 

NP Sales Executive, Jermaine at the NP booth. 

3 AOA Quarterly September 2010 

1

Nestlé Professional EAR: Nestlé Professional at University 

of Mauritius Orientation Sessions 

by Kushal Dinaran 

Lioness machine at the Mauritius University expo. 

The University of Mauritius (UOM) organised its 

orientation week from 2 to 6 August for new entrants 

for the academic year 2010. Some 4,000 students 

were enrolled this year in the various faculties like 

Science, Law & Management, Agriculture, Science, 

Humanities and Social Studies. 

Nestlé Mauritius has been sponsoring the event for 

the past five years and once again UOM solicited 

Nestlé Mauritius as sponsor for refreshment breaks. 

Nestlé Professional took the opportunity this year 

and ensured that refreshments were provided during 

the whole week. Nescafé beverages and cold Milo 

were served to the students. The students appreciated 

all the beverages that were served. 

The students will be 

able to continue to 

have the chance to 

consume Nescafé 

beverages as both 

cafeterias of the 

university are 

equipped with Nescafé 

vending machines. 

Nestlé Mauritius 

wishes the students 

successful years 

ahead. 

Hot Nescafé coffee ready for serving 

at the Mauritius University expo. 

A student helps herself to 

a cup of Nescafé from the 

Lioness machine. 

A University student enjoys his 

Nescafé coffee during the expo. 


Nestlé Professional GCR: Launch of Nestle Sjora at Pizza 

Hut Hong Kong and Macau 

by Maggie Lau 

Pizza Hut is the largest pizza and pasta restaurant 

chain in Hong Kong, with over 80 stores including 

36 dine-in outlets in Hong Kong and Macau. This 

global key chain, currently franchised by Jardine 

Restaurant Group, has picked up the trend of casual 

dining with '5-star services', leading to compelling 

choices and innovative ideas, exciting their customers 

with continuous new product development. 

"We expect our suppliers not only to 

supply products but also new concepts 

for growing together," said Pizza Hut 

Hong Kong. Facing the challenges 

of numerous restaurants and small 

stalls emerging in the market, Pizza 

Hut gave Nestlé Professional a 

demanding brief on beverages - "We 

need a refreshing summer drink that 

people cannot find on the street in 

Hong Kong, that 

can drive our beverage 

businesses." 

Branded Sjora Mango 

Peach Frappé at Pizza 

Hut HK. 

How did we succeed 

NP invited a professional 

bartender and developed 20 

recipes, including hot and cold 

beverages. Out of these, 10 

were selected and presented to 

Pizza Hut's R&D and Marketing 

team. After several 

modifications on 

recipes and visual 

presentation, Pizza Hut selected "Nestlé 

Sjora Mango Peach Frappé" (made with 

Nestlé Sjora Mango Peach Concentrate) 

and "Chocolate Mint World" (made with 

Nestlé Cocoa Mix) as 2 of their 4 summer 

drinks. "The aroma of Nestlé Sjora is 

good and its tropical colour is suitable 

for being an attractive summer drink; its 

uniqueness in taste cannot be found in 

the street, which is the characteristic we 

are looking for," said Pizza Hut. 

Speed to market 

In 

the first 2 

weeks of the 

promotion, the 

sales of Sjora Mango 

Peach Frappé has outperformed 

Pizza 

Hut's last LTO best 

selling drink by 

700%. 

Within 3 months, NP was able to deliver 

against Pizza Hut's demanding brief. The summer 

drink promotion kicked-off on 15 July 2010, marking 

the first launch of Nestlé Sjora in Hong Kong and 

Macau. To highlight these specialty drinks, Pizza Hut 

displayed the colourful and appealing photos at their 

'LTO Menu' (Limited Time Offer), table tent card and 

their official website. Nestlé Sjora is also fully 

branded in these POSMs. With more than 2 million 

people visiting Pizza Hut's 36 dine-in outlets during 

the whole promotion period (i.e. July to November), 

this represents a unique opportunity for Nestlé Sjora's 

brand exposure for further market launch. 

Promising sales figures 

Sjora in action in Pizza Hut HK. 

In the first 2 weeks of the promotion, the sales of 

Sjora Mango Peach Frappé has out-performed Pizza 

Hut's last LTO best selling drink by 700%. Such 

figures are expected to further increase by including 

Sjora special drink to their dine-in combo which 

started in August. 

Sjora Recipe Testing by Pizza Hut team. 

"The overall comments on 

Nestlé Sjora from the 

consumers are positive. 

They enjoy the aromatic 

mango and unique juice 

taste blended with ice, 

keeping them refreshed." 

said the Marketing Team 

of Pizza Hut Hong Kong. 

Upon completion of the 

summer promotion, Pizza 

Hut will decide whether 

Nestlé Sjora and Nestlé 

Cocoa Mix are listed on 

the a-la carte menu. 

Nestlé Sjora contributed to a close partnership and 

reinforced customer intimacy with Pizza Hut and we 

expect that this will be a great leverage and help us 

to grow other product categories as well. 


Nestlé Professional GCR: Nestlé Sjora premiers at UA 

Cinemas, bringing thirst quenching "Nutri-Refresh" Sjora 

to Hong Kong movie lovers 

by Rose Liu & Winnie Wong 

Sjora sampling at UA Cinemas in Hong Kong. 

Setting the scene 

Hong Kong consumers are spoilt by a vast range of 

carbonated and non-carbonated soft drinks and an 

increasing number of freshly prepared specialty 

drinks in the market. Consumer demand and 

expectations are high when it comes to buying new 

drinks but research has also shown that the consumer 

is willing to pay a premium for a new and tasty 

beverage. 

Nestlé Professional proudly presented Sjora to 

UA Cinemas 

Based on NP Korea's successful Sjora placement at 

Mega Box Cinemas, NP Hong Kong arranged for a 

meeting in mid April 2010 with the management 

team of UA Cinemas to introduce the concept of 

"Nutri-Refresh" Sjora. A compelling presentation was 

put together, focusing on: 

• New & unique refreshing beverage choice 

• Providing a healthier beverage option 

• Product tasting of Nestlé Sjora Mango Peach & 

Tropical Pineapple 

• "Juicy" gross margin for UA Cinemas 

• Increasing same store sales 

• Best practices from other markets 

UA Cinemas was impressed by the value proposal 

and requested for a more detailed presentation to 

their operations team by early May. During a tastingdemo 

with the EZ Care team, UA Cinemas was 

delighted with the easy preparation of Sjora as well 

as the simple operational handling of the dispenser. 

By mid-June, they signed a 2-year Sjora beverage 

solution agreement for their top 5 high traffic cinemas 

(total of 9). 

Gone in 60 days... 

With less than two 

months to get ready 

for the launch, we had 

to deliver towards a 

very tight timeline. 

Thanks to great, 

inspiring teamwork of 

the NP Hong Kong 

Sales & Marketing team, 

Supply Chain, NP 

Philippines, EVS and the NP 

regional office, we were able to deliver on time. A 

special note of thanks to NP Korea for sharing their 

best practice from the Sjora launch at Mega Box 

Cinemas. 

The premiere 

Thanks to 

great, inspiring 

teamwork of the NP 

Hong Kong Sales & 

Marketing team, Supply 

Chain, NP Philippines, 

EVS and the NP regional 

office, we were able 

to deliver on 

time. 

After the EZ Care installation and UA Cinemas Staff 

Training, Sjora (Mango Peach & Tropical Pineapple) 

was officially launched on 30 July 2010. Generating 

consumer awareness is crucial to the success of its 

launch in Hong Kong, as it is a newcomer to the 

locals. Hence, intensive wet sampling was conducted 

on two consecutive weekends. Furthermore, discount 

coupons were handed out to induce trial during the 

wet sampling. In total, over 13,000 cups of Sjora 

samples were given out at consumer trials. In addition, 

exciting POSM were put in place to arouse consumers' 

awareness and interest. 

Coupons handed out to promote Sjora. 

So, from now on, after a long day's work in Hong 

Kong, when you go to a UA cinema for a movie to 

relax, remember to order popcorn and our Nestlé 

Sjora!! 


Nestlé Professional GCR: Fostering better customer 

relationship at the 'Taipei International Food Show' 

by Allan Wu 

The 'Taipei International Food 

Show', held in June 2010, is the 

largest industrial food event in 

Taiwan. In total, 1 254 companies 

exhibited and there were close 

to 3 000 booths. Many products 

were on display, ranging from 

Western to Eastern food and from 

beverages to dessert ingredients. 

Industry visitors were categorised 

by Hotels, Chain Restaurants, Bar 

Operations and Industrial 

Customers. 

Nestlé Professional Taiwan's 

strong presence was felt at this 

big foodservice event, allowing 

us the opportunity to interact closely with the industry 

professionals as well as present new products and 

solutions. NP Taiwan also worked closely with the 

event organiser by joining their major stage show 

for visitors, including chef cooking shows and 

extensive brand exposure throughout the entire 

exhibition hall. A Nescafé kiosk was set up at the 

entrance of the exhibition to serve visitors. 

Maggi Professional image posters around 

the exhibition hall. 

The NP booth comprised three theme areas: Bar 

Operations (Carnation products), Culinary (Maggi 

products) and Beverage Solutions. Each area 

represented different functions in the foodservice 

industry and different activities were held to respond 

to specific channel's customer needs. Overall, in 

line with the NP vision, NP was presented as a total 

solution provider of branded Food and Beverages 

for professionals in the industry. 

A series of new food and 

beverage solution 

products was presented, 

such as the "Beauty Bar" 

concept from Japan - 

targeting modern women 

who want to look healthy, 

fit, and young. Reactions 

were very positive and to 

reach these consumers, 

Nestlé Beauty Bar will be 

available in specific 

channels such as spas, 

hotels, VIP rooms and 

business centres in 

Taiwan. In addition, new 

culinary Maggi products 

such as Maggi Liquid Bouillon and Maggi Oyster 

Sauce were introduced. Chef advisors demonstrated 

various menu applications, ready for tasting by the 

visiting chefs. 

Newly launched beverage solution functional 

product - "Beauty Bar". 

Concrete 

and actionable 

feedback from the 

event is that over 

160 customers 

showed interest in 

NP products and 

solutions. 

Concrete and actionable feedback 

from the event is that over 160 

customers showed interest in NP 

products and solutions. In 

addition, the event was highly 

beneficial to NP's key RTM 

partners, the distributors, who 

leveraged the NP presence to 

interact with the customers in 

the industry. The exhibition 

proved to be an excellent platform 

to further reinforce NP's professional 

image and strengthen our close relationship both 

with distributors, operators and consumers. 

Chef advisor's cooking show demonstrating 

new products application. 


Nestlé Professional IndoChina: 

Nestlé Sweet Time Launch 

Nestlé Sweet Time, the latest product innovation by 

Nestlé Professional Thailand, was launched in July 

2010. Developed by the Thai team, it is the world's 

first sweetened beverage enhancer in a powder form, 

targeting beverage and coffee operators, where there 

is huge consumption of sweetened condensed milk. 

Primary targets of Nestlé Sweet Time are hawkers, 

professional beverage vendors and coffee shops. 

This product not only provides sweetness and 

creaminess, it also boasts the tastes of coffee, tea 

and chocolate, without the stickiness, mess or waste. 

The launch campaign started with the grand opening 

and a press conference to introduce the product to 

the media. This was followed by the presentation of 

the trade kit to the sales team which comprised: 

information about the product, a recipe book with 

recommendations to the operators about the benefit 

of the product as well as applications they can make 

use of. Wet and dry sampling activities were also 

carried out to create product trial. 

As above-the-line activities are very effective tools 

to reach the target operators, television tie-in scoops, 

magazine advertorials and websites were made use 

of to create brand awareness and instill confidence 

in both operators and consumers. 

Special premiums such as branded containers, aprons 

and hot glasses were provided to stimulate sales 

and create brand visibility. 

Wet and dry sampling 

to induce trial. 

Communications at point-of-purchase. 

by Tanyarat Sriwiluck 

As a result, Nestlé Professional Thailand was 

able to: 

• Extend NP's portfolio by penetrating a new segment 

and increasing sales. 

• Increase brand awareness and product trial of 

Nestlé Sweet Time among operators. 

The customers win because: 

• The innovativeness of the product shortens their 

preparation process which will result in increased 

sales. 

• Above-the-line communication such as TV tie-in 

programmes and advertorials at the customers' 

shop fronts helps to promote their shops. Moreover, 

it generates trust in the product within both 

operators and consumers because the product is 

used by many professional operators. 

Nestlé Professional Thailand wins because: 

• As the leader in out-of-home market and in 

SCM/SBC market before transferring the liquid 

milk business to the other, NP presents its capability 

and competitiveness in those markets. 

• The new campaign helps motivate our sales team 

to achieve the OPL 2010 target. 

TV-tie ins and 

advertorials. 

Grand opening 

and press 

conference. Trade kit for 

sales team. 

Special branded premiums. 

Recipe book for operators. 


Nestlé Professional IndoChina: Launch of Nestea 

White Tea Pandan-Aloe Vera 

by Suthinee Kittiwatthanakul 

Product innovation is one of the key successes of 

Nestlé Professional becoming a creative food and 

beverage solution provider for Out-Of-Home business. 

As consumers perceive tea as a healthy and refreshing 

drink, and together with the trend of increasing tea 

consumption, Nestea grabbed this opportunity to 

launch a new complete-mix product called "Nestea 

White Tea Pandan-Aloe Vera." 

White tea is known to be high in anti-oxidants. 

Pandan and aloe vera are Traditional Asian Medicine 

(TAM), which are familiar to and have high perceived 

health benefit for Thai consumers. 

The product taste profile fits Thai consumer 

preference: a little astringent from white tea with 

the right amount of sweet and aromatic attribute of 

pandan, in addition to the perceived nutritional benefit 

of aloe vera. This product is not only unique in its 

taste profile, it is also able to satisfy the consumer 

needs for a healthy alternative refreshment. 

Tools - 

demonstration 

and sampling 

kits 

Direct 

marketing to 

consumers 

Wet and 

dry 

sampling 

Good Food 

Good Life, 

Nestlé website 

Key activities for product launch included: 

• Point-of-sales materials such as dispenser stickers, 

crowners, hanging mobiles. 

• Promotions in the trade via foodcourts. 

• Direct marketing to consumers via SMS which 

promotes where the product is available. 

• Publicity in the Good Food Good Life magazine 

and website as well as in the www.nestle.co.th 

website. 

• Wet and dry sampling with selective potential 

customers. 

• Sales tools in the form of preparation jugs, 

demonstration sampling kits, product trade kits. 

Visibility in 

the trade 

Nutri Pro 

POSM - 

crowner, 

sticker 


Nestlé Professional IndoChina: Nescafé Ice 

SME Challenge 2010 

by Patcharapa Dumrongsrisakul 

In 2010, Nescafé Ice moves another step forward 

to achieve its brand objective to become the most 

recognised iced coffee brand by initiating the "Nescafé 

Ice SME Challenge 2010" to engage core target 

consumers, aged 18-25 years, in universities. 

The objective of the Nescafé Ice SME Challenge 2010 

was to provide university students the opportunity 

to gain professional experience in a small coffee 

business. This year, the challenge was extended to 

93 universities nationwide and the best 30 teams 

were recruited in competitions held in August and 

September. The winner will receive a trophy from 

Her Royal Highness, Princess Soamsawali, a 50,000 

THB award and a place in the New Entrepreneur 

Creation Training Programme conducted by the 

Department of Industrial Promotion. 

The press conference which was 

held on 29 June 2010. 

The opportunities for Nestlé Professional 

Thailand are: 

• Increased brand awareness of Nescafé Ice among 

students and faculties via Nescafé Ice kiosk and 

PR communication 

• Increased sales opportunity to distribute the product 

in the universities 

• Heightened product experience among students 

and consumers 

• Obtaining business knowledge and beverage 

application ideas from university students 

• Opportunity to study the business model in the 

university as a pilot test to roll-out to real operators 

• Strengthened positioning as the ice coffee mixes 

category leader 


The customers win because: 

• The university students receive real business 

experience with professional guidance from an 

international company as well as the government. 

• The target consumers perceived that the product 

is more relevant to them through the trendy image. 

• The target consumer has a good product experience 

and this prompted them to choose Nescafé Ice. 

Key activities to support the challenge include: 

• Recipe books as an application guidance to students 

• Kiosks and POP decorations 

• PR events: press conference, business workshop 

and mini-concert at the finals of the contest 

• Television tie-in scoops 

• Online media and via the Nescafé Ice website: 

www.nescafe-ice.co.th 

• Magazines 

The SME workshop and the beverage training 

session on 16 July 2010. 


Nestlé Professional IndoChina: Passion to win back our 

loyal customer by leveraging on our strong brand and 

quality 

by Puthpong Maneesri 

Being the top supplier is not good 

enough to ensure the customer will 

always be with us. Our experience 

tells us that we need to work with our 

customer closely as a true partner to 

inspire them. The ability to respond 

to their business needs and offer the 

right solution is the way to work. Here 

we have one good story to share with 

NP AOA. This story reminds us how 

important it is to build long-term 

partnership with key customers. 

Phueng Noi is a well-established café 

bakery business in Chieng Mai, 

northern part of Thailand. They are 

the largest customer in the North with 

business worth 24 million THB per 

annum (CHF0.8 million). Phueng Noi 

produces all kinds of bakery goods as 

well as Thai desserts. Their chain of 

bakeries covers many provinces in 

the North and has started to encroach 

into the Bangkok region lately. They 

own about 80% of the outlets and the 

remainder 20% are under franchisees. 

To keep themselves up-to-date, 

Phueng Noi always attends relevant 

trade fairs all over the world and looks 

for new ideas and solutions to 

differentiate themselves. One of the 

ideas is to provide a solution to the 

Meeting/Catering group which offers 

beverages during their coffee breaks 

from an outside source. Instead of 

only providing coffee or tea, Phueng Noi came up 

with the idea to develop a cold beverage in a bottle. 

This initiative led them to create a coffee break set 

composed of 2 bakery items and one bottle of 

beverage. 

Phueng Noi has started to produce ice coffee, milo, 

milk tea and sala milk. Their policy is to sell at a 

reasonable price to customer at 10 THB per bottle, 

allowing a 20% margin each for the bakery and 

themselves. However, this model meant it was difficult 

for them to meet their business target. 

Our main competitor approached them with the offer 

of a cheaper solution that would allow them to make 

a better profit. Attracted by the incremental profit, 

our customer decided to go ahead with the competitor. 

Once this came to our attention, we took several 

key steps. 

Internal Nestlé tasting to double check 

our product's superior taste and added 

value prior to presenting to customer. 

• Conducted discussions with 

Phueng Noi with the aim of 

finding a better solution 

together. With our good and 

strong relationship with 

them, Phueng Noi put their 

trust in us to resolve the 

issues. 

• Took competitor's sample 

and conducted tasting 

session at our head office 

in Bangkok. 

• Developed a new formula 

with a superior taste profile 

whereby the cost must be 

the same or lower than 

competitor's. Key criteria is 

that the main ingredient of 

a NP product (e.g. Ice 

Nescafé Mix, Nestea 

Teatime, Milo etc.) must be 

met. 

• Conducted consumer taste 

tests at a Phueng Noi 

bakery shop as well as to 

all store managers who 

were there attending the 

monthly meeting on the 

same day. We then took 

the findings and reported 

them to the owner. 

We took this challenge very seriously and aimed to 

win the customer back soonest. We also took this 

opportunity to present our case to the store managers 

and let them try the new formula as compared to 

the competitor's in blind tastes. The result? Nestlé 

won 67/33. The consumers and store managers 

confirmed the quality of our new product. 


Customer focus groups to ensure Nestlé’s preferred product solution. 

Our success story and key learnings: 

• During product tasting tests, 67% of the customer 

and store managers preferred our product. 

• We can offer a cost reduction of 30% while 

maintaining the main ingredient and did not lose 

sales volume. 

• With our strong brand and relationship, Phueng 

Noi believes and trusts Nestlé products and that 

made them switched back to Nestlé. 

• Nestlé Professional showed its ability to respond 

to their needs and provide a solution in a short 

time. 

• The problem of our customer is our NP problem 

too. We need to put ourselves in the heart of our 

operator. 

Technical tasting session to highlight Nestlé Professional's superior 

product taste. 

The benefits for Nestlé 

Professional Thailand are: 

• Opportunity to strengthen our 

business relationship more than ever. 

• An uptrend and greater business 

potential to move up from 24 million 

THB to reach 30 million THB with 

new varieties menu and combo 

promotion. 

• Demonstration of our unity and 

strength to our competitor. 

• A true story that created trust and 

a winning spirit to other operators 

as well. It proved that price alone is not enough, we 

need a strong brand, good product quality, an inspiring 

partner who understands growth. 

The benefits for Phueng Noi are: 

• Good quality product with a trusted brand in the 

market. 

• New recipe with their preferred taste that they like 

to deliver to their customers. 

• Nestlé assisted them to ensure a consistent quality 

at each step of production. 

• Reliable quality along the supply chain from 

production to customer's operation. 

• Special thanks for support from a united team as 

everyone with the passion to win got involved: 

field sales team, marketing team, strategic services 

team, I&R team, consumer service team and 

management team. 


Nestlé Professional Indonesia: Nescafé Tubruk and Nestea 

Lemon Tea pitcher size launch 

by Sendy K Nazar 

At most food service channels 

in Indonesia, such as hotels, 

cafés, FSR and some noncommercial 

channels, soluble 

coffee is perceived to be 

inferior to R & G. Therefore, 

a product that is perceived 

superior to R & G needs to be 

created to penetrate the 

channels. 

'Kopi Tubruk', as what R & G 

is known to local consumers, 

is mostly served and preferred 

by all consumer segments in 

Indonesia. In response to the needs of the operators 

and consumers, NP Indonesia produced Nescafé 

Tubruk for use in hotels, restaurants, 

cafeterias/canteens, businesses and industry 

channels. 

Nescafé Tubruk is a mixture of instant 

and soluble coffee. The product has 

additional attributes such as strong 

aroma and taste, low residue, and is 

effective in its preparation. We also 

provided a low cost and effective jug 

machine called Akebonno for the product 

preparation. 

Low-end local FSRs 

account for almost 

60% of total out-ofhome 

market. To 

accelerate business 

growth, we must 

quickly expand to lowend 

local FSRs with 

the right product 

category and format. 

Tea is the preferred 

beverage in that 

channel and to reach 

that target, we extended our Nestea Lemon Tea to 

include a pitcher size format. To do that, we provided 

pitchers as part of the sales scheme to operators. 

Nestea Lemon Tea pitcher size delivers an effective 

solution to operators who could not afford vending 

machines in their restaurants. 

On 24 June 2010, at Bidakara, Jakarta, we proudly 

launched Nescafé Tubruk and Nestea Lemon Tea 

pitcher size to our distributors, existing as well as 

potential customers. We presented the product 

benefit, sales scheme and marketing support to the 

Nescafé Tubruk with coffee boiler 

(Akebonno) solution and branding support. 

Nestea 

Lemon Tea pitcher 

size delivers an 

effective solution to 

operators who could 

not afford vending 

machines in their 

restaurants. 

Barista's performance with Nescafé 

Tubruk. 

audiences. In addition, we had 

an entertaining 'Barista Coffee 

Creation with Nescafé Tubruk' 

performance by the famous 

Indonesian Barista. 

Overall, the event was a huge 

success and almost 200 potential 

customers, from restaurants to 

canteen owners, attended the 

launch. The gathering also helped 

us to communicate better and 

strengthen our relationship with 

our existing as well as potential 

customers. We believe that 

Nescafé Tubruk and Nestea Lemon Tea pitcher size 

can contribute great value to our growth acceleration 

plans. 

Nestea Lemon Tea 

pitcher size with 

pitcher and 

branding 

support. 

Overall, the 

event was a huge 

success and almost 

200 potential 

customers, from 

restaurants to 

canteen owners, 

attended the 

launch. 

Nestlé Professional Indonesia with the distributors 

teams from Jakarta and Bandung. 


Nestlé Professional Israel: Launch of Osem Nestlé 

Professional in Israel 

by Einat Golan 

In May 2010, Nestlé FoodServices in Israel became 

Osem Nestlé Professional. The decision to add Osem 

to our NP enterprise brand name and logo was to 

enable us to communicate to our customers our 

belonging to Osem, a leader in the Israeli Food 

Industry. 

To officially announce our new brand logo and values, 

we organised 2 internal events. The first was aimed 

at all the managers and employees of the Osem 

Group. We hosted a gourmet lunch in our company 

cafeteria, prepared by our professional chefs, using 

NP products. 

The second event included all our 70 ONP employees 

and was held in a local hotel. We presented the 

vision and values of ONP Israel using fun games in 

addition to presentations and videos from Marc Caira 

and Fritz Mahler. 

Finally we gave 

small gifts to all 

our customers 

to celebrate the 

launch; gifts 

such as aprons, 

Unveiling the new Osem Nestlé 

Professional Logo. 

The Osem Nestlé Professional Team. 

At the Osem Nestlé Professional launch event. 

notebooks and pens, especially designed with our 

new logo, values and vision. 

All these initiatives were a big success and our team 

has now greater passion to win and lead and to 

become the undisputed number one beverage and 

food solutions provider in the foodservice industry 

in Israel. 


Nestlé Professional Japan: Nestlé Professional Beverage 

Solution at Coco's Family Restaurant by Kazuo Ohuchi & Takayoshi Imai 

Coco's Drink Bar. 

After a successful negotiation and a series of in-store 

tests, the NMBD (Nestlé Professional Multi Beverage 

Dispenser) is now in Coco's Family Restaurants. 

Coco's is a western-style family restaurant with 565 

outlets, making it the largest chain of accounts under 

the Zensho Group of companies. Like other family 

restaurants, Coco's offers customers access to a 

"Drink Bar" corner. For a minimal fee, one can go 

to the self-serve drink bar to get unlimited refills 

of their favourite drinks to accompany their meals. 

Coco's wanted their Drink Bar to evolve into a "Supper 

Drink Bar" and eventually into a "Premium Drink 

Bar" by offering R&G coffee for male customers, tea 

varieties for ladies and powdered beverages for kids. 

There was also a need to address operational issues 

concerning their existing dispensers from other 

beverage suppliers. 

Currently, 

there are 70 

machines 

installed in 

various Coco's 

branches. 

The Nestlé Professional 

team presented the 

NMBD solution to 

replace 2 Ergo 

machines for cocoa and 

tea. The NMBD was 

developed in Japan and 

is one of Nestlé 

Professional's Beverage 

Solutions offered for 

the OOH customers. NMBD is a high quality machine 

with sophisticated design that dispenses a variety 

of hot & cold (hot over ice) drinks. It is a reliable & 

flexible machine that offers easy operation to 

customers. Perfect for FSR and QSR customers, they 

can instantly expand the beverage menu with high 

quality drinks through the NMBD. 

Currently, there are 70 machines installed in various 

Coco's branches. Consumers of these Coco's outlets 

have more beverage choices that include Nescafé 

Caramel Latte and Nestlé beverages like Strawberry 

Latte, and Shira-Maccha Latte. The wider menu is 

very attractive to all members of the family. Since 

installing NMBD, the customers who order the drink 

bar upgrade increased especially for kids. 

The target is to have 485 NMBD installed by March 

2011 with annual sales of GPS 150 mio (JPY) in 

2011. 


Nestlé Professional Japan: Exhibition 2010 by Liza Mae Timonera 

Ng Boon Hua, NP Japan Country 

Business Manager. 

Nestlé Professional showcased various creative food 

and beverage solutions specially made for the outof-home 

customers in the NP Exhibition 2010. Held 

in Tokyo on 2 June, Osaka on 18 June and Nagoya 

on 29 June, 2,300 customers came from various 

channels across Japan to attend it. 

NP Exhibition is an annual event where customers 

are introduced to NP new product offerings, especially 

food. This year, our aim was to increase the awareness 

and appreciation of our customers for all NP solutions 

with greater focus on beverages. 

Nestlé Professional presented the whole portfolio of 

food and beverage solutions; showcasing as much 

as 30 machines with various beverage offerings, 28 

delicious menus and almost a hundred products. 

This demonstrates our passion about supplying our 

foodservice operators and customers with branded 

solutions that are creative, customised and 

commercially viable. 

Highlights of the NPEX 2010: 

NP Vending. 

Sjora Milano. The NPEX Event. 

• Showcase and sampling of new and better beverage 

products and systems for commercial and office 

channels under the new Nescafé OOH brand identity. 

• Introduction of Nescafé black 

coffee, multi-beverage, 

Maggi Soup and Nestlé 

Beauty Bar solutions. 

• Introduction of Nestlé Sjora, 

a healthy alternative beverage, 

dispensed through the cold 

beverage solution E Z Care. 

• Introduction of the NEW 

Nescafé Koumibaisen for 

Vending and Systems - soluble 

coffee and R&G combined into 

one granule. 

• New products (such as Nestlé 

Jelly, Davigel Truffles 

Cappuccino) and new menu 

proposals for casual and fine 

dining with focus on the 

emerging bridal channel. 

• NutriPro Menu Planning 

presentation by NP Chef and 

Nutritionist. 

• Cooking demonstration by the NP Chef Team. 

• Guest speakers from the academic, commercial 

and foodservice industries to share knowledge and 

expertise about the OOH business. 

• Nestlé Professional corporate booth to communicate 

company initiatives on Environment and NHW. 

• Customer insight-generation through surveys and 

questionnaires. 

• Press Conference attended by close to 50 trade 

press representatives 

Overall, it was a bigger, better and bolder NPEX that 

received 90% preferential rating from customers. 

The sales teams are now working hard to follow-up 

the new leads generated through this event and 

convert them to more business for 

Nestlé Professional. 

Overall, it 

was a bigger, 

better and bolder 

NPEX that received 

90% preferential 

rating from 

customers. 


Nestlé Professional Korea: Culinary Workshop, 

Back to Basics 

Considering culinary 

category's potential and 

importance, Nestlé 

Professional Korea held a 

"Culinary workshop" at 

the Seoul and Busan area. 

From 3 to 5 March, NP 

Sales and customers 

participated in this 

workshop which was 

facilitated by Roger Frei, 

AOA Food manager and 

Eric Low, Chef at AOA R&D 

Center, with a specially 

customised programme 

for Korea. 

The key objectives of this 

workshop were: 

The official food tasters, 

Roger Frei and Eric Low. 

1) To gain basic knowledge of Western and Chinese 

practices which are well accepted. 

2) To demonstrate menu preparations by 

professionals. 

3) To provide hands on training to connect our 

products with the applicable menu. 

This workshop helped our sales team to learn more 

about our product portfolio and how to approach our 

target channels. For our customers, it was a good 

opportunity for them to reconsider how to maximise 

operation efficiency using Nestlé products. 

by Jackey GH Jo 

I'm a culinary cook. 

Creation by the group. 


Nestlé Professional Korea: 285% growth with Hazelnut 

Flavoured Black 

by Soojin Joo 

The rise and rise of Hazelnut 2-in-1. 

Traditionally, Korea end-users have been drinking 

3-in-1 coffee mix since World War II. To over 80% 

of Koreans, coffee means the 3-in-1 mix. However, 

preference is now changing from the 3-in-1 mix to 

the 2-in-1(black+ sugar) coffee due to a more health 

conscious trend and the negative high-fat perception 

of 3-in-1 amongst women. 

With this rapid change, NP Korea developed a nonflavoured 

2-in-1 coffee mix to meet the needs of 

Korean office end-users. Sales were slow initially as 

the end users wanted to drink more flavour and 

sweetness in their coffee. Current end users are 

searching for a differentiated flavoured coffee rather 

than drinking 3-in-1 coffee habitually. 

NP Korea then started to develop a flavoured 

(Hazelnut) 2-in-1 coffee mix immediately and tested 

it in machines for penetration into the B&I channel. 

Through effective promotion activities, the 2-in-1 

Hazelnut coffee mix was well received in the B&I 

channel. NP Korea agents also distributed Hazelnut 

coffee mix to office machine operators and NP did 

wet sampling to introduce the new product to the 

target channels. 

It has been 5 months since the launch of 

Hazelnut 2-in-1 coffee mix and sales are 

almost 300% greater than the nonflavoured 

2-in-1 coffee mix. 

Main success factors 

• Seek out the insights of coffee 

consumption. 

• Develop rapid action which are in line 

with customers needs. 

• Focus on a target and develop promotion 

activities for this group. 

It 

has been 5 

months since the 

launch of Hazelnut 

2-in-1 coffee mix and 

sales are almost 

300% greater than 

the non-flavoured 

2-in-1 coffee 

mix. 

Hazelnut 2-in-1 coffee mix with POP. 


Nestlé Professional Korea: NP Korea received 2010 Vendor 

Award from Office Depot Korea 

by Jongman Kong 

Office Depot, Inc. is a global supplier of office products 

and services. The company was incorporated in 1986 

with the opening of its first retail store in Fort 

Lauderdale, Florida. In 2009, it sold $12.1 billion of 

products and services to consumers and businesses 

of all sizes through its three business segments: 

North American Retail Division, North American 

Business Solutions Division and International Division. 

Currently, Office Depot is ranked 2nd largest Office 

Supplier & On-line in Korea and it has 80 stores 

nationwide. It has been 3 years since Nestlé 

Professional Korea had a deal with Office Depot. 

NP Korea receiving the 2010 Vendor Award from 

Office Depot. 

Wet sampling activities in full swing. 

Nestlé Professional Key Account received the 2010 

Vendor Award from Office Depot Korea. This award 

was presented to the company which has shown the 

highest incremental sales since May 2007. NP 

continuously focuses on End User Promotion, 

Consumer Promotion and supports company activities. 

Based on those activities, Nestlé Professional NP 

Korea Account Manager, Jongman Kong, established 

a good and close business relationship with Office 

Depot, which contributed to NP Korea receiving this 

award. Through mutual business cooperation, NP & 

Office Depot will grow as win-win partners. 

Sustainable sales growth in on-line and 

off-line stores 

2008 2009 % 

KRW Mio. 

NP Korea sales 4 5 127% 


Nestlé Professional Korea: Sjora, now in +789 locations 

Sjora customers’ sales impressive growth. 

Nestlé Sjora was launched in May 2009 and we 

started with only 1 customer which had 11 outlets. 

Sjora has a 100% natural unique taste which is 

welcomed by consumers but our customers hesitated 

to adapt this new concept. 

To make customers understand consumers' increasing 

demand and execute Sjora listing, our sales team 

embarked on the following 3 actions. 

1. Customer mapping 

We analysed and prioritised all target customers and 

had a weekly meeting to share each customer's 

result and feedback. 

2. Sjora presentation and direct tasting 

Our sales team presented a customised Sjora 

presentation and had a person-to-person taste test. 

The team was fully prepared with product information 

and tasting equipment and was ready to serve any 

time. 

Sjora customers. 

by Jackey GH Jo 

Now, 

3. Marketing activities 

estimated 

sales for the 

year is 500 mio 

Once the product was listed, our 

KRW, 294% sales team developed customised 

growth from activities and implemented them 

last year. immediately. We received positive 

feedback for these activities and 

customers’ confidence in Sjora grew. 

Lastly, our passion was the most important success 

factor and this led to Sjora being available in up to 

789 locations. This year, we again visited customers 

whom we approached last year with this success 

story and this group of customers too decided to list 

our products. 

Sjora Mega Box. 

Lastly, our 

passion was the 

most important 

success factor and 

this led to Sjora 

being available in 

up to 789 

locations. 

Now, estimated 

sales for the year 

is 500 mio KRW, 

294% growth from 

last year. 

Primus Menu Board. 

POP at Burger King outlets. 


Nestlé Professional MAGHREB: Global fever takes hold of 

Nescafé in coffee shops 

by Fethi Rejeb 

A poster promoting the 

promotion. 

To follow the World Cup 

held in South Africa from 

11 June to 11 July 2010, 

especially the Algerian 

team’s participation, many 

people of the Maghreb 

Region watched this 

biggest competition of the 

year in coffee shops. Nestlé 

Professional complemented 

this major event by 

launching a special 

activation dedicated to this 

channel. 

During the World Cup, 

coffee shops in the 

Maghreb Region were in 

the spotlight. In Tunisia, Algeria and Morocco, Nestlé 

Professional provided entertainment for consumers 

of Nescafé in more than 200 selected coffee shops 

in the biggest cities of the Maghreb. The objectives 

were either to increase market share (inside the 

coffee shop) or to improve penetration and brand 

awareness in this channel. 

The concept was simple: Invite the consumers in 

these coffee shops to order Nescafé during the most 

important matches in order to receive an immediate 

gift (a Nescafé branded pen) and get the opportunity 

to win more important gifts (the official World Cup 

ball, the Algerian team jersey or a Nescafé umbrella) 

by participating in lotteries held at the end of the 

first half and at the end of the match. 

This event was organised by the NP team in each 

county of the Maghreb Region with the support of 

an event-driven marketing agency. A dynamic team 

comprising one or two hostesses and a supervisor 

was placed in each coffee shop with a clear mission: 

to welcome consumers and push them into 

ordering Nescafé before and during the 

match instead of R&G coffee or other 

beverages. 

Customers engaged in the lucky 

draw. 

At 

the end of the 

competition, more 

than 30,000 direct 

contacts and 50,000 

indirect contacts were 

made. Moreover, Nescafé 

turnover in these coffee 

shops increased by almost 

70% and this was very 

much appreciated by the 

coffee shop owners 

and managers. 

Three key objectives were adopted for this 

promotion: 

1. To increase Nescafé consumption in the coffee 

shop channel which is one of the key channels 

for the NP Business Development in the Maghreb. 

2. To develop the relationship with the main 

influencers in the coffee shops we work - owners 

and managers, barmen and waiters as well as 

consumers. 

3. To recruit new Nescafé customers from the 

neighbouring coffee shops. 

Results were very heartening: At the end of the 

competition, more than 30,000 direct contacts and 

50,000 indirect contacts were made. Moreover, 

Nescafé turnover in these coffee shops increased by 

almost 70% and this was very much appreciated by 

the coffee shop owners and managers. 

Consumers participating 

in the lucky draw. 

Sales have also been 

developed by 55% in the 

targeted coffee shops 

and several neighbouring 

coffee shops showed 

interest in the event. 

They were recruited by 

the Nestlé Professional 

team and our distributors 

as new customers. 

Customers enjoying the excitement of 

World Cup 2010. 


Nestlé Professional Middle East: Nestlé Professional Middle 

East launches first Maggi Chicken Bouillon for chefs 

Proud winners at the Maggi launch event in Dubai. 

As the strongest driver of the Branded Flavour 

Solutions category, Maggi Stocks delivered US$4.3 

million in 2009 and is set for growth of 52% in 2010. 

In recent years however, we experienced a significant 

decrease in the sales of chicken bouillon. With both 

1kg and bouillon packing sizes being used by various 

customers in the out-of-home channel, a new NP 

Chicken Bouillon, tailored to the needs of chefs, was 

required. 

We developed a new chicken bouillon, made in Egypt 

using Hard Technology which allows chefs to be more 

creative. Versatile and flexible in both recipe and 

application, the new chicken bouillon can be sprinkled 

as a seasoning or marinade as well as dissolved to 

make a liquid stock. With 20% less salt and 5% less 

fat, the New Maggi chicken bouillon is Nutrition 

Foundation approved, the first NF compliant stock 

in the Middle East. 

We launched the new Maggi Chicken Bouillon to the 

sales teams through a roadshow entitled "Essential 

for Connoisseurs" across 

the Middle East. An 

interactive "Maggi 

Master Class" was 

created to inspire the 

teams to get involved 

and create their own 

signature dishes with 

the new product. 60 

people from across the 

region participated with 

great success. 

To emphasize the value 

proposition, we 

launched the chicken 

Mr Yves Manghardt, CEO Nestlé Middle East, 

interacting with Chef Allan Page, one of the 

judges at the Maggi launch event in Dubai. 

by Mary-Anne Gardner 

bouillon through the launch event which 

turned out to be the largest live cooking 

competition in the Middle East. Over 65 

chefs came together in Dubai and Lebanon 

to be inspired by the new Maggi Chicken 

Bouillon. Throughout the launch the theme 

of inspiration and creativity was emphasized. 

The event inspired each chef to create a 

starter and main course of their choice from 

a market selection of ingredients using the 

new Maggi Chicken Bouillon. And the winner 

receives a trip to the culinary and art capital 

of the world, Paris. There they will not only 

experience fine cuisine but also be treated 

to a once-in-a-lifetime 

the Mona Lisa. 

Sales of the new 

product started in 

Dubai in July, and 

continued across the 

region in August. NPS 

in 2010 will be 

US$400,000 and 

estimated to grow to 

US$1 million in 2011. 

Through the new 

recipe formulation, we 

have also improved 

the MC% to 58%. 

The new Maggi 

These lucky winners get to 

travel to Paris to 

see the Mona 

Chicken Bouillon - 

truly inspirational! 

Lisa. NPS 

in 2010 

will be 

US$400,000 and 

estimated to 

grow to US$1 

million in 

2011. 

Chefs busy preparing their signature 

dishes during the Maggi Chicken 

Cube competition held in Dubai. 


Nestlé Professional MYSG: New Roasters' recipes to capture 

market share 

Nestlé Professional taking over the role as Tesco's long term partner in 

roasters marinating 

by Linus Chow 

Maggi Chef's Secret. 

Maggi Imperial Oyster Sauce 

blended with seafood. 

Originally the 

specialist in food and 

drinks, Tesco, the 

largest supermarket 

chain in the United 

Kingdom, opened its 

first store in Malaysia 

in May 2002. The 

supermarket chain 

then engaged Nago 

Food Industries, an 

established seasoning 

powder manufacturer, 

as its sole supplier in 

Roasters marinating 

in Malaysia in 2008. 

This engagement 

limits Nestlé 

Professional's role to 

just being one of the 

suppliers to offer 

solutions for its 

promotional Roasters. 

Nevertheless, Nestlé 

Professional was as 

committed as usual, 

especially in sharing 

their professional 

resources, knowledge 

and competencies. 

Last year, working 

with Nestlé 

Professional's chef 

Ricky, Nestlé 

Professional 

developed the first 

recipe for Tesco's 

Country Roast 

Chicken using Maggi Chef's Secret. In just less than 

three months after its introduction, Country Roast 

Chicken was made the permanent feature in the 

Tesco Roasters menu. 

Going for excellence, Nestlé Professional aims high 

in everything it does and constantly challenges the 

status quo by introducing the Oriental and Teriyaki 

Roast during the last Chinese New Year and as the 

July promotion at the hypermarket. 

In March 2010, Tesco's Fresh Division Director, Simon 

Ng, sought Nestlé Professional's assistance to develop 

a 1-step black pepper liquid marinade as the longterm 

solution to improve their current modus 

operandi. Constantly generating new ideas that help 

its customers to grow their business competitively, 

Nestlé Professional started working on Liquid Marinade 

project with their Research and Development team 

in Singapore on the 1-step sauce. 

Meanwhile, focused on sharing its professional 

resources, knowledge and competencies, Nestlé 

Professional continued to secure different promotional 

roasters throughout the year for Tesco. The most 

recent introduction was the Curry Roast in July. 

Maggi Seasoning. 

By adding value to its customer's 

business with solutions that satisfy 

their unique needs, Nestlé Professional 

will introduce more Roasters at the 

hypermarket during the festive period, 

i.e. Berempah Roast for Hari Raya, 

Kurmah Roast for Deepavali, Mexican 

Chili Roast for Christmas and Chinese 

BBQ Roast to celebrate next 

Chinese New Year. 

Apart from these, plans are set 

out to replace the current, 

permanently listed, recipe for 

Blackpepper and Percik Roast in 

Tesco. With these replacements, 

Nestlé Professional will take over 

the role of Nago Food Industries 

in becoming the supplier in Roasters 

marinating for the hypermarket 

chain. 

To date, Tesco has generated RM30,000 in sales 

from the new Maggi Roasters. In average, 566 

Country Roast, 500 Oriental Roast and 762 Teriyaki 

Glazed Roast were sold per month. These Roasts 

were marinated using Maggi Chef's Secret, Maggi 

Imperial Oyster Sauce and Maggi Seasoning. 


Nestlé Professional's food sales expects a growth of 

15% in 2010 from the achieved RM41,404 last year, 

merely from the Roasters application. Nestlé 

Professional will not rest until it meets its objective 

of becoming the trusted long-term partner for Tesco 

by providing useful solutions in their daily operation. 

Tesco's Oriental Roasters' 

promotion. 

"We are pleased to see the sales generated from 

these new Roasters. We believe that our sales will 

continue to grow as more variety will be introduced 

at the upcoming festivals. Nestlé Professional is, 

indeed, a good and strong partner to have as they 

will continue to offer better solutions to us in order 

to meet the needs of our customers." 

- Simon Ng, Tesco's Fresh Division Director 

Nestlé 

Professional's 

food sales expects 

a growth of 15% in 

2010 from the 

achieved RM41,404 

last year, merely 

from the Roasters 

application. 

"We are pleased to see the sales 

generated from these new Roasters. 

We believe that our sales will 

continue to grow as more variety will 

be introduced at the upcoming 

festivals. Nestlé Professional is, 

indeed, a good and strong partner to 

have as they will continue to offer 

better solutions to us in order to meet 

the needs of our customers." 

- Simon Ng, 

Tesco's Fresh Division Director 


Nestlé Professional MYSG: Nestlé Professional Singapore 

highlights new Sjora and Milano launches in "Health & 

You 2010"! 

by Jazzy Javier 

Health & You 2010 - A line forming for the Sjora 

sampling. 

"Health & You" is a company-wide event that allows 

Nestlé Singapore to engage directly with endconsumers 

and stakeholders on key Nutrition, Health 

and Wellness platforms. Already in its second year, 

"Health & You 2010" once more brought in the crowds 

and served as a fantastic opportunity to talk to 

consumers and customers about the two latest 

innovations from NPSG, Sjora and Milano Black. 

In the NP event space, the concept was to create 2 

distinct sections dedicated to each brand but still 

allow visitors room to easily walk-through each 

section. To bring the brands' personality to life, in 

the Sjora section, the concept was to create a "beach" 

atmosphere, complete with parasols and deck chairs. 

Consumers had fun with the games the emcee 

facilitated, and they also got to try Sjora and its 

different concoctions! 

For Milano Black, being a premium brand, the idea 

was to create a "café-lounge" type of feel. The use 

of black, polished tones and pin-lights helped reinforce 

the brand's equity as a sophisticated offering and 

having a barista on-site to conduct coffee-art also 

helped show customers the convenience Milano Black 

brings. 

Overall, the feedback from both consumers and 

operators was very positive. Not only was NPSG able 

to bring out the personality of the brands, but the 

consumers were also able to try the products first 

hand, as well as appreciate the NHW dimension of 

juices and coffee. 

In addition, on the trade day, a Maggi display and 

food demo was also conducted where some of the 

"healthier choice" products like Chef's Secret were 

also in the forefront, thereby rounding off the entire 

food and beverage offering of NPSG! 

Health & You 2010 - Sjora Beach section. 


Nestlé Professional MYSG: Sjora in Singapore continues 

to be a hit with target audience and brand awareness is 

already making its way to the blog community! by Jazzy Javier 

The expansion of Sjora continues to gain momentum 

and currently, Sjora NPS in Singapore has already 

hit S$300,000 (CHF230,000)! New accounts that 

were landed include Pepper Lunch (QSR), Sakura, 

Aston's and Café Cartel (FSR), as well as Kopitiam 

(Food Courts). So as not to lose momentum and 

gain maximum visibility in-store, all of these 

penetrations have been supported by various 

activations like bundle meals, free premium items 

and lucky draws. Similar to the last wave of 

activations, when possible, free media placement 

was also negotiated with the customer as part of the 

partnership. And of course, rocketman sampling was 

always present during the promo launch in the outlet. 

Apart from in-store promotions, Sjora has also been 

heavily promoted via events. Two key events that 

took place in the past few months were "Food & 

Hotel Asia 2010" and "Health & You 2010". The 

former is the biggest F&B trade event in Asia and 

happens every other year. This year, NPSG took part 

again and used this as an opportunity to launch Sjora 

and Milano to trade customers. 

Blog about Sjora and the caption in the photo says 

- Us With The Ultimate Sjora. 

As for the latter, "Health & You 2010" is the biggest 

NHW consumer event staged by Nestlé Singapore. 

It is now in its second year, and likewise, Sjora and 

Milano were featured in this event. Sampling, 

beverage concoctions and coffee-art demos were 

also done during both of these events. 

With the continued expansion and activation of Sjora, 

its visibility has not gone unnoticed - and some in 

the blog community have already begun to pick up 

on it! The blog mentions are all consumer-initiated, 

Sjora in Singapore - Rocketman sampling 

in FSRs. 

Sjora in Singapore - Bundle meal activation 

in FSRs. 

none of this has been seeded - which says something 

about the strong acceptance amongst the core target 

audience for the brand. 

In fact, what is most notable is that the blog lexicon 

shows a lot of passion for the brand - "Sjora is 

unbelievably nice", "Sjora Mango Peach, my fav :)", 

"love the drink, it's called Sjora", "the ultimate Sjora 

(may sound very exaggerating but gosh that's how 

good it tastes imo!)". And to further fuel the 

enthusiasm for the brand, an awareness campaign 

called "Spot-The-Sjora" will be launched in busy 

Orchard Road in October. The objective is to further 

galvanize the equity of the brand and imprint the 

imagery and associations we want our core audience 

to form - so watch this space! 

27 AOA Quarterly September 2010 

-

Nestlé Professional MYSG: Customer's satisfaction is the 

key to success 

Nestlé Professional adds value to Resorts World Genting's business with 

solutions that satisfy the customer's unique needs, putting the resorts 

back into the race in the global arena 

by Joey See Thoo 

Besides being one of the most popular tourist 

destinations in Malaysia, the City of Entertainment 

- Resorts World Genting (RWG) or formerly known 

as Genting, is one of the best-known integrated 

resorts in the world. The resort was named the 

World's Leading Casino Resort, Asia's Leading Casino 

Resort and Asia's Leading Family Resort at the World 

Travel Awards 2009. 

Introduced in November 2009 at the General Gaming 

Area at Circus Palace Casino, more than 85,000 cups 

of beverage were served per month. 

RWG sensed the pressure and challenges that the 

new Resorts World Sentosa in Singapore would bring 

to the recreation and gaming industry after its launch 

in 2010. Understanding that customer’s satisfaction 

is the key to customer retention, RWG wanted to 

take a proactive approach to increase total customer 

satisfaction before the battle began. 

Nestlé Professional, on the other hand, being the 

trusted growth partner and solution provider of RWG, 

realised the importance of coming up with solutions 

that meet the customer’s special requirements while 

maximising the value-added offerings for its client. 

Hence, following a request made by Edward Holloway, 

Senior Vice President of Resorts World Genting, Hotel 

Operations, to enhance the resorts’ hot beverages 

offering at the casino tea counters end June 2009, 

Kevin Lai, Nestlé Professional National Technical & 

QA Manager, put Nestlé Professional’s creativity 

value into action by seeking and working with local 

suppliers to customise beverage trolleys that meet 

the needs of RWG and the patrons to the casinos. 

The first beverage trolley was introduced in November 

2009 at the General Gaming Area at Circus Palace 

Casino. Offering two beverages: Milo and Nescafé 

2-in-1, the trolley served more than 85,000 cups of 

beverage per month. 

Always striking for more new ideas that are able to 

assist in the expansion of its client's business, Nestlé 

Professional continued to go the extra mile. Adding 

new thoughts to the current design, a second trolley 

was delivered to the International Room Casino two 

months later. On top of this, this new trolley also 

offers another selection of beverage instead of just 

Milo and Nescafé 2-in-1. The patrons and customers 

at this casino can now enjoy the local flavoured Teh 

Tarik from this counter. The consumption recorded 

at this trolley was 40,000 cups per month. 

Continuing the trend to improve and share 

professional resources, knowledge and competencies, 

Nestlé Professional sent in another improved trolley 

in July 2010. This third trolley generated the 

consumption of 95,000 cups per month at the General 

Gaming Area of the Monte Carlo Casino. 

Trolley 2, introduced in January 2010 at the 

International Room Casino, served more than 40,000 

cups of beverage per month. 


Trolley 3, introduced in July 2010 at the General 

Gaming Area of The Monte Carlo Casino, served more 

than 95,000 cups of beverage per month. 

Having observed the three different trolley designs 

recommended by Nestlé Professional, RWG confirmed 

standardising all beverage trolleys in the future 

according to the third design. The next beverage 

trolley will be introduced in Star World Casino in 

October. 

While the current beverage counters offer three 

selections of beverage: Milo, Nescafé 2-in-1 and 

Nestea Teh Tarik for the patrons, Nestlé Professional 

continued to explore the possibility of serving Nestea 

Black Tea and Honey Green Tea as alternative choices 

at the trolleys. 

Through this partnership, RWG was able to offer 

drinks directly at the gaming tables, making it 

convenient for the patrons as well as reducing the 

gaming down time. Meanwhile, the increase product 

off-take at the general gaming area and International 

Room Casino have boosted Nestlé’s NPS to RM 

684,000 per year, offering 7,000 cups of beverage 

per day which is equivalent to 2.5 million cups per 

year. 

RWG is delighted with the support and expertise 

provided as this has helped them to meet their need 

of satisfying their customers and making their business 

more competitive in the global arena. 

RWG 

is delighted 

with the support and 

expertise provided as 

this has helped them to 

meet their need of 

satisfying their customers 

and making their 

business more 

competitive in the 

global arena. 


Nestlé Professional MYSG: Nestlé Professional presents 

the World Golden Chef Cooking Competition 

by Kathryn Wong 

The World Golden Chef Cooking Competition, an 

international event organised by the renowned 

Malaysia Selangor and Federal Territory Ku Su Shin 

Choong Hung Restaurant Association and presented 

by Maggi Nestlé Professional (NP), was successfully 

kicked off on 30 July in the Mines International 

Exhibition Convention Center Malaysia for a period 

of 3 days with participants from over 25 countries 

such as Australia, China, Taiwan and Holland. 

The 5 Tigers launch by NP MYSG Country Business 

Manager Mr Yap Yin Kee, NP AOA Regional Food 

Manager Mr Roger Frei and endorsed by 5 Chinese 

celebrity chefs. 

The Maggi brand is highly visible at the 

competition booth. 

The Maggi Booth. 

A new thematic sauce range from NP for Chinese 

cuisine, "The 5 Tigers", was officially introduced to 

the industry by NP MYSG Country Business Manager, 

Mr Yap Yin Kee, together with Zone AOA Regional 

Food Manager, Mr Roger Frei. The range was endorsed 

by 5 Chinese celebrity chefs. Evolved from Four 

Heavenly Kings previously, the new "5 Tigers" is now 

added with Maggi Imperial Oyster Sauce with Seafood 

to the previous Maggi Seasoning, Maggi Concentrated 

Chicken Stock, Maggi Abalone Sauce and Maggi Chef 

Master Stock. 

The close-knitted co-operation between NP and the 

association in this event has effectively led to a winwin 

situation, where Maggi was made familiar to 

local and international Chinese F&B players through 

strong visibility. 

Together with the support of NP, the event was 

carried out flawlessly and helped to promote the 

country's hospitality and tourism industry while 

allowing cross-sharing amongst chefs from various 

regions of the world. 


Nestlé Professional NEAR: Coffee shops loyalty programme 

We had started a project with scooter boys covering 

the coffee shops from October 2009. Currently, we 

have 8 scooters boys with an average sale of 150 

EGP per day, covering approximately 100 coffee 

shops per scooter boy. In order to increase our sales 

and to increase the number of scooter boys, we 

planned to conduct a loyalty programme for coffee 

shops that are being served by the scooter boys. 

by Haidi Rihan 

A happy customer showing off his prize. Customers enjoying cups of aromatic Nescafé. 

Promotional materials for the 

loyalty programme. 

We had planned to start this campaign in mid June, 

keeping in mind the World Cup, and to increase 

coffee consumption, which usually goes down in 

summer. 

The campaign works this way: When the customer 

buys a cup of Nescafé, he will receive a scratch card 

and a chance to win Nescafé branded T-shirts, caps 

and mugs. On the last day, the consumers will also 

stand to win a Nokia mobile phone. 

This campaign has achieved great success in 150 of 

Cairo's coffee shops with sales increasing by about 

30% to 40% in these coffee shops. The scooter boys 

were able to recruit an additional 10% of coffee 

shops in their daily coverage plan. We planned to 

do the same in coffee shops in Alexandria during 

Ramadan. 

This 

campaign has 

achieved great 

success in 150 of 

Cairo's coffee shops 

with sales increasing 

by about 30% to 

40% in these 

coffee shops. 


Nestlé Professional Oceania: Nestlé Professional returns 

to Foodservice Australia 

by Barbara Dunning and Editha Del 

For the first time in a number of years, Nestlé 

Professional participated at a major food service 

trade show. Foodservice Australia Expo (FSA Expo) 

is the only industry owned, foodservice-focussed 

event in Australia. 

The 4m x 9m stand at the Expo. 

On display was Nestlé Professional Beverage Solutions, 

highlighting the range of quality hot and cold brands 

and products including Nescafé, Milo, Nestea and 

Nestlé Sjora as well as the new range of Fairtrade 

Certified Beverage Products. 

Also on show were the Soluble, Liquid and Roast & 

Ground Solutions that have been designed for front 

and back of house, as well as in room and staff 

rooms plus the new EZ Care Cold Beverage Dispensing 

System. Account Managers were on hand every day 

and advised on how the team can provide a complete 

beverage programme. 

The size of Nestlé Professional and years of experience 

in the industry have enabled us to develop 

comprehensive beverage plans designed to suit the 

needs of the foodservice sector. The aim is to be the 

ultimate supplier for both hot and cold beverages, 

and being part of the Foodservice Australia trade 

show allowed us to demonstrate that, unlike the 

competition, we offer all the elements required to 

deliver the perfect beverage solution. 

Aside from our Beverage Solutions stand, Nestlé 

Professional was also a sponsor of Chef 2010, a 

competition for chefs where they had to prepare a 

menu using ingredients that included our products 

- Maggi Premium Jus Lié, Maggi Taste of Asia Red 

Curry Paste and Maggi Concentrated Chicken Stock. 

All up the team picked up customer leads which 

could potentially deliver significant business for Nestlé 

Professional Oceania. 

10 years after our last participation in a major trade 

show, Nestlé Professional is back and showcasing all 

our strengths and capabilities in one of the most 

important trade shows for the food service industry. 

One of the busiest stands at the FSA Expo. 


Nestlé Professional Oceania: Serving up lunch the Nestlé 

Professional way 

by Belinda Gater 

Executive Chef, Pete Di Pino, demonstrating 

our products. 

In order to generate new business, the Nestlé 

Professional Catering team had a brainstorming 

session early in the year. It was a fantastic opportunity 

to bounce ideas off each other and test which ones 

we thought would work. The best suggestion was to 

host a Culinary Luncheon for our key customers. 

The team busily getting orders 

from customers. 

The Luncheon was to combine the various resources 

of the Nestlé Professional team - from the Catering 

business to Beverage Solutions to our direct food 

business, CDS Gourmet Foods. 

This would be an exclusive event consisting of 20 

customers from all Nestlé channels - pubs, clubs, 

education, healthcare etc with our executive chef, 

Pete Di Pino, presenting and demonstrating products 

to help support the Sales teams' sales incentives for 

the quarter. 

The luncheon was held in our Nestlé Professional 

Customer Service Room, using the room for what it 

was intended - a support for sales teams with 

customer presentations and demonstrations. Tony 

Durante (NSW Barista) worked his magic, personally 

preparing freshly ground Andronicus espresso coffee 

for each guest as they arrived. 

After coffee, guests were then invited to join us in 

the dining area for a culinary feast after which they 

were given the opportunity to peruse our exclusive 

turn-in-order deals before closing with a $250 lucky 

door prize draw. 

All the products that were prepared, demonstrated 

and served on this, our first Culinary Luncheon day, 

were from the Nestlé Professional Culinary range 

with a variety of dishes from our CDS Gourmet Foods 

range. 

The event proved to be a great success, thanks to 

the fantastic support. Our customers enjoyed the 

event so much that they have asked to be included 

in the next Culinary Luncheon and turn-in-order 

sales made in excess of $5,000. 


Nestlé Professional Philippines: Winning lives in SOS 

Children's Village Bataan: 

NP Central Luzon regional sales group creating shared 

value 

by Christine Ponce-Garcia 

The Central Luzon team of Nestlé 

Professional in the Philippines, in 

close collaboration with the local CSV 

Council, partnered with the SOS 

Children's Village on 2 August 2010 

for a day of Creating Shared Value. 

The SOS Children's Village is an 

international non-government 

organisation that provides alternative 

family-based care for orphaned, 

abandoned and neglected children 

so they can experience how it is to 

belong to a family and a home. 

Under the programme, each family 

is headed by a competent and 

responsible SOS Mother who 

provides unconditional love, 

inspiration, support and 

encouragement to the children. 

Home to over 65,000 children and 

youth in 132 countries worldwide, 

the SOS Children's Village aims to 

support one million children globally 

by 2016. 

In the Philippines, the SOS Children's 

Village is located in Mariveles, 

Bataan, situated in the Southwestern 

part of the Central Luzon region. 

Now housing 93 kids under the care 

of 10 dedicated single mothers, it 

is the first children's village in the 

Philippines that is integrated in a 

residential area, with no fences or 

boundaries to separate the family 

houses from the other houses in the 

subdivision. 

The Nestlé Creating Shared Value 

programme in the SOS Village 

focused on 3 major activities 

participated in by Nestlé Staff from 

the different Business Units: 

Education, Rural Development, and 

Environment. 

Education: 

Reaching out to mothers and children 

about good nutrition 

Under Bear Brand's Laki sa Gatas 

Nutrition Education Advocacy, 

NP CL RSG with Bear Brand, 

Corporate Affairs, SHE 

participants and Bataan Village 

Director, Salvador Ramirez 

Chef of JMK educating single 

moms on preparing meals for 

their children. 

Project WET. 

SHE And NEST leaders 

providing know-how to single 

mothers. 

nutritionists gave lectures to SOS 

mothers on health and nutrition so 

they can make informed choices when 

buying food and beverages for their 

children. The nutritionists also 

assessed the children's weight, height 

and BMI as part of their basic health 

checkup. 

Rural Development: 

Improving lives in the community 

As part of efforts to help improve the 

lives of the families in the SOS 

Children's Village, Nestlé shared with 

and taught the mothers how to cook 

simple, affordable, and delicious 

recipes that they (the mothers) can 

use for business. 

The SOS mothers, who remain single 

to devote their lives to taking care 

of the children until they retire at the 

age of 60, were also given tips on 

how to manage their households, 

including preparing meals with a 

limited budget, fire and earthquake 

readiness, among others. 

Environment: 

Inspiring awareness 

To help create awareness on the 

importance of environment protection 

and preservation, the Nestlé Safety, 

Health and Environment team gave 

talks on optimising finite resources 

- water and energy - and engaged 

the SOS families in Project WET, a 

programme aimed at heightening 

awareness on water conservation. 

A day well spent 

It was a day well spent for both the 

SOS mothers and Nestlé, as they 

worked together towards achieving 

the goal of helping to improve lives. 

With the able assistance of the local 

CSV Council, Nestlé Professional in 

the Philippines has taken another step 

forward as it continues its efforts to 

pursue Creating Shared Value. 


Nestlé Professional Philippines: Establishing cold Nestea 

as the Perfect Meal Partner 

by Brandy F. Morales 

Consistent with our strategy of improving productivity 

of our cold solution beverages, NP Philippines has 

embarked on a campaign to establish Nestea as the 

Perfect Meal Partner (PMP) through combo meal 

promotions. The aim of the programme is to make 

Nestea the exclusive default drink in combo meals 

of most FSR's and QSR's in all parts of the country. 

To execute this, accounts are provided with relevant 

path-to-purchase materials that prove valuable in 

engaging consumers in these key channels. 

POS materials on display. 

Enabling Field Sales 

A cross-functional team comprising members from 

FOP, MPED, CCSD and Beverage created a workflow 

that enables our Field Sales to provide P2P materials 

to enrolled accounts within four weeks after sign-up 

to the programme. To hasten the process, we have 

equipped our Field Sales with valuable tools (detailed 

enrollment form, P2P guidelines) to carry out the 

campaign. Building on the expertise of our frontliners, 

we exposed them to basics of food photography and 

provided them their own digital cameras for this 

purpose. For back-end support, a dedicated creative 

agency with production capability completes the 

whole PMP Team. 

Engaging the customer 

Given the tools, Field Sales has executed PMP in 431 

accounts as of June 2010. These outlets now 

communicate Nestea as the beverage partner for 

their menu items through POS materials such as 

menu boards, counter standees, tent cards, posters 

and streamers. The goal of Sales is to get as many 

menu items on combo with Nestea, or at the least, 

secure the bestseller dishes. By doing so, a partnership 

is built between NP and operator by providing value 

and a variety of dining experiences to the consumer. 

This activity has proven to increase transaction count 

as exhibited by major QSR chains that provide combo 

meals all-year round. 

This programme is easily embraced by the QSR 

channel. For Full Service Restaurants, this applies 

to lunch or dinner specials, including multiple serving 

meals for families or groups. 

Winning the battle 

The programme is targeted for execution in 1,200 

accounts by end 2010. Initial results point to a 33% 

growth on Nestea sales, clearly a WIN for NP, winning 

with customers and consumers. 

For many years, this campaign has been dominated 

by a major CSD competitor, leveraging on an 

established expertise on merchandising and a fast 

execution team. However consumer trends show 

preference for "healthier" or "less-guilty" drinks and 

this is how we position Nestea as the Perfect Meal 

Partner. For the operator, our Nestea cup offers a 

higher gross profit margin and allows them to provide 

a wider choice of consumption occasions of delightful 

meals partnered PERFECTLY with Nestea Iced Tea. 

Menu Board. 


Nestlé Professional Turkey: REAL becomes a reality 

REAL machine hot beverages solution first entered 

Turkey with the Street Channel Workshop held in 

Istanbul in February 2009, where 12 people from 

AOA markets attended. The project targets to offer 

a complete, easy-to-serve and hassle-free solution 

to customers delivering a unique final cup experience 

to consumers. As lead market for AOA, NP Turkey 

initiated intensive work to establish the different 

timeframes and deliverables in order to make this 

project a reality. Machine and product samples were 

ordered, commercial plans were established and 

selected sub-channels and outlets were carefully 

chosen. 

• The right product with the right features is 

Key: 

- REAL machine offers a range of 4 individual 

products, each packed in a tin format. 

- In order to have full acceptance from the Turkish 

consumers, with the help of PTC Orbe and the 

beverage centre, local recipes were developed 

with a commando approach. 

- Focus groups and preference surveys were 

conducted to ensure a good start. 

The four final products are Nescafé Cappuccino Vanilla 

and Nescafé with Milk, both of which were newly 

developed, Nescafé Gold and Nesquik. The products 

had a high acceptance amongst targeted consumers 

in terms of taste, appearance and mouth feel and 

had the necessary flowability to function in the 

machines. Work is still ongoing to locally develop a 

hot chocolate version to replace the imported Nesquik. 

• The second milestone was developing the 

Generation 2 REAL machine: 

12 machines were flown in and tested for 6 months. 

With the lead of PTC Orbe and the Beverage Centre, 

close monitoring and revisions to necessary parts of 

the machine were proactively conducted to ensure 

the final machine fulfills the strict requirements of 

Michiel Kernkamp visited outlets with NP Turkey 

CBM, Harald Reitz. 

by Petek Boyacıgil 

such a solution. The information flow between project 

members, management and external partners was 

regularly updated through conference calls and 

market visits. 

• The right channel is essential for success: 

Ideal solution for the Street Channel, placement and 

outlet location selection is key for the success of the 

project. 

In Turkey, the main street outlets are kiosks (buffets), 

gas stations, dried food vendors, betting offices, 

local street channel patisseries and street bakery 

shops. 25 outlets of every sub-street channel were 

tested during the initial 6 months’ trial period. Among 

these, buffets and petrol stations were found to be 

the ideal focus sub-channels for REAL solution. 

Buffets and petrol stations have great potential in 

Turkey especially in terms of penetration. The 

estimated universe in 2010 for these two sub-channels 

is about 23,000 outlets and none of them serves 

any hot coffee to their consumers. Only some of 

them serve tea, the main hot beverage consumed 

in Turkey. Since there is no competitor product or 

tin & spoon solution available in these outlets, the 

main objective is to develop a consumption habit 

and own this channel in the near future. 

Michiel Kernkamp, Head of Global Branded Beverages 

of Nestle Professional, was in Turkey for three days 

whereby he visited several primary channels and 

important customers. REAL was naturally on his 

agenda and he took the opportunity to visit all the 

outlets and try the products. At the end of his visit, 

he showed his appreciation for the good job done 

and gave his comments and feedback for the future. 

The initial tests show promising results for the future, 

and with it the next step has begun! The next 100 

machines have arrived and their placement finalized 

in August. 

NP Turkey team in front of a REAL machine placed 

buffet. 


Nestlé Professional Turkey: New and innovative use for 

Maggi Meat Bouillon 

by Elif Yonca 

In 

this specific 

channel, Maggi 

Meat Bouillon 

generated 140 tons of 

extra sales last year 

which makes up 40% of 

the dehydrated bouillons 

category and it has 

grown by 100% so 

far in 2010. 

Cig Kofte is a raw meat 

dish in Turkey, similar 

to a steak tartare, which 

is usually served as a 

Traditional Cig Kofte. spicy and hot appetizer 

in kebab restaurants. 

Originally, it is quite spicy, made with minced meat 

using either beef or lamb, moulded with bulgur, and 

various herbs and spices. The original preparation 

is done by hand and takes many hours till it reaches 

the proper taste and texture. 

A few years ago, Turkish entrepreneurs invented a 

special machine which enables the mass production 

of Cig Kofte. In accordance with this development, 

Specialised Cig Kofte Stores started to open and the 

product began to be sold in universities and 

delicatessen sections of super markets. With 

increasing availability, Cig Kofte gained popularity 

as a snack and take-away alternative. 

During the production process, the biggest challenge 

was extending the shelf life of Cig Kofte in order to 

meet the health standards while meeting the taste 

expectations of the consumers. Replacing raw meat 

with meat bouillon was the ideal solution! At this 

point, Maggi Meat Bouillon is the perfect product for 

Cig Kofte. Not only does it meet the taste profile, it 

also gives the perfect texture during the moulding 

phase. 

In this specific channel, Maggi Meat Bouillon generated 

140 tons of extra sales last year which makes up 

40% of the dehydrated bouillons category and has 

grown by 100% so far in 2010. 

In order to satisfy growing customer demand, NP 

Turkey developed a specific Maggi Meat Bouillon SKU 

with 240x10g at the beginning of this year which 

targets producers that use tablet bouillons rather 

than our powder format. This new SKU now accounts 

for 35% of total meat bouillon sales, and today this 

ethnic food channel makes up 60% of total meat 

bouillon sales. 

Serving Cig Kofte in a specialised store. 

This 

new SKU now 

accounts for 35% 

of total meat bouillon 

sales, and today this 

ethnic food channel 

makes up 60% of 

total meat 

bouillon sales. 


Nestlé Professional ZAR: Milo Cold served in NuMetro 

Cinemas 

by Mandisa Bohlela 

Nestlé Professional 

partnered with Nu Metro on 

the Milo Cold Score and Win 

Promotion at 14 NuMetro 

3D Cinemas across South 

Africa during the 2010 South 

African FIFA World Cup. The 

promotion took place from 

18 June to 11 July 2010. 

The purpose of the 

promotion was to increase 

awareness of Milo Cold 

which is now available in 

the EZ Care cold beverage 

dispenser. 

The promotion was a huge 

success where people were 

reported to have said: "Milo 

is tasty and delicious..." 

"Milo prizes are great". 

Milo Cold POP. Participants stood a chance 

to win great Milo prizes; all 

they had to do was to purchase a Milo Cold and play 

the game - kick the ball into the net - in order to 

win cool Milo prizes such as Milo water bottles, Milo 

t-shirts and Milk soccer balls. Participants who missed 

the goal did not go home empty handed; they 

received South African stick-on tattoos. 

Although it 

was the middle of 

the South African 

winter, 10,940 Cups 

of Milo Cold were 

consumed during 

the promotional 

period. 

The promotion was well received by the public and 

proved to be loads of fun for everyone who took 

part. 

Although it was the middle of the South African 

winter, 10,940 Cups of Milo Cold were consumed 

during the promotional period. 

All you need to do is score to win. 


Work happily 

Work need not be as gruesome as we make it to be. In fact, we have the choice to work 

happily or sadly. A few tweaks can make a huge difference in our work place. Workplace 

wellness does not involve any heavy-duty concepts, here are a few tips that will help 

you increase your performance and decrease fatigue at work. 

Breakfast like a king: Breakfast is the first meal of the day and 

it needs to be a good one. A good breakfast also helps you to reduce 

work related fatigue and weight gain. 

Go outside: Get out of the office at least once a day, and if possible, 

take a walk. The sunlight and activity is good for your focus, mood 

and retention of information. 

Desk jobs: If you have a desk-bound job, limited exercise can lead 

to backache and most of it is due to poor posture. So next time you 

catch your self slouching, correct your posture and keep your spine 

upright and use a chair with a cushion for your back. While standing, 

remember to balance your weight on both feet and keep the knees 

bent slightly. Remember to exercise daily. 

Long hours: Working for long hours can be tiring. Utilize your 

breaks to the maximum. Try some gentle stretching. You can also 

put your feet up and relax your calves and feet. 

Meals: It's not important to have three heavy meals. In fact the 

ideal thing is to have six to seven small meals that keep your energy 

high and lethargy at bay. Have a small snack in the interim and see 

your energy levels rise up. 

Sleep: Finally sleep well and peacefully. A good night's sleep can 

do wonders for you. 

Remember, you need to enjoy everything you do if you want to 

lead a good life. Try these little tips and watch work become fun.

3rd Quarter: September 2010 - Nestlé Professional

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