3rd Quarter: September 2010 - Nestlé Professional

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
10 AOA Quarterly September 2010