3rd Quarter: September 2010 - Nestlé Professional

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.
14 AOA Quarterly September 2010