3rd Quarter: September 2010 - Nestlé Professional

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.
8 AOA Quarterly September 2010