SlideShare ist ein Scribd-Unternehmen logo
1 von 67
Downloaden Sie, um offline zu lesen
WELCOME TO
THE WORLD OF COFFEE
2005
GOLDEN
Marketing Plan
Nescafe Gold
Best Drinking Moment
Premium Segment is in introductory stage :
Pioneer Marketing Strategy




                                           Premium Segment
               Mixed Segment

                                               R&G Segment




          Regular Segment

                        BCG Matrix Model
Coffee is the most popular drink nowadays.

                                                                                                                                                     36
                                                  Instant Coffee                                                                                          41

                                                           CSD                                                                                            41
                                                                                                                                                34

                                                    Bottle water                                                                           31
                                                                                                                             25

Instant Coffee                       39        UHT/Pasteurized                                                                        28
                                                drinking yogurt                                           13
CSD                                  38
                                                                                                                     18
Bottle water                         28             3 in 1 coffee                                               16
UHT/Pasteurized drinking yogurt      20                                         5
                                                            Beer                                                                 26
3 in 1 coffee                        17
Beer                                 15       UHT/Pasteurized /                                                      18
                                               Sterilized Milk                                           12
UHT/Pasteurized / Sterilized Milk    15
                                          Alcoholic drink except            4
Alcoholic drink except beer          14            beer                                                                     24
Milo Ovaltine                        12                                                                        15
                                                   Milo Ovaltine                            8
Iced coffee hawker                    8
RTD Coffee                            8      Iced coffee hawker                                 9
                                                                                    6
UHT/Bottle soya milk                  7
                                                   RTD Coffee                   5
Energy drink                          7                                                             10

Milo/ Ovaltine UHT                    6    UHT/Bottle soya milk
                                                                                        7
                                                                                        7
UHT/Bottle/Can branded fruit juice    4
                                                                    2
                                                   Energy drink                                          12

                                             Milo/ Ovaltine UHT                             8
                                                                        3
                                               UHT/Bottle/Can                                                             Male        Female
                                                                                    6
                                             branded fruit juice    2                   Source : Coffee U&A study, 2003
Coffee is more popular day by day ,
                         52% of Hot Drinks Value

    Mio. Bht
 7,000                                    Market is growing every year.
                                  +14%
                                   +14%   Coffee consumption is booming.
 6,000                                    (esp out of home)
                       +6%
                        +6%
               +11%
                +11%
 5,000                            2,421
               1,341   1,777
 4,000
               200     206        266
                                          People lifestyle is westernized &
 3,000
                                          modernized.
 2,000
                                          People have less time / work harder.
               3,504   3,372      3,410   Coffee is the part of image enhancer.
 1,000


    0
               2002    2003       2004
                                          More players jump into coffee market.
                                          Coffee is their part of life.
         Coffee Market Size by segment
More opportunity to grow premium segment

 Mio. Bht
 300                                    Consumers are more sophisticated.
                                 +29%   Premium Coffee is well adopted.
 250                   +3%
             +1%
 200


 150
                                 266
 100        200       206
                                        People spend more on coffee (per
  50                                    transaction & consume more)
                                        Consumers are still looking for and
    0                                   willing to pay for coffee great taste.
            2002      2003       2004   Opportunities is there but HOW?


        Premium Coffee Market Size
How about the premium segment today?

 Mio. Bht
                                          Few players with less competitive
 300
                                 +29%     degree.
                                          No one owns this market.
 250                   +3%
             +1%                          No one invested the market before,
                                          Nescafe Gold starts in 2004
 200
                                          Market size can be doubled in next
                                          3 years!
 150
                                 266
 100        200       206               + Nescafe Brand is highly accepted.
                                        + N. Gold is highly recognized and get
  50                                      success in 2004
                                        + High barrier to enter the market
    0
            2002      2003       2004   - Green Tea Booming.
                                        -“Health Concern” Perception
        Premium Coffee Market Size      - Substitute product
We need to understand where we are today!



                              Competitor


 Understanding
                              Ourselves



                              Consumer/Shopper
Main competitors today ...


  Sara Lee Trading – Moccona Royal Gold, Moccona Espresso




   +Key competitor with total >30% market share.
   +Price is a bit lower.
   +Before 2004, they lead the market.

   -They focus mix segment.
   -Brand Image
   -Not good product taste
Main competitors today ...


  Trading companies – Taster Choice, Maxim, UCC etc




      +High product image.
      +High flexibility.


      -Low corporate image.
      -Product Supply Fluctuation.
      -Not invest in the market.
Nescafe Gold is one step ahead the others!


               Product   Price   Brand Image   Promotion Distribution Techo.



Nescafe Gold


Moccona


Imported




   Nescafe Gold Key priority is to drive the total category
Let’s review where we are ....

            Strength                                 Weakness

   • Positive brand image & product.   • Low flexibility
   • Big investment to drive.
   • Endorsed by Nescafe / Nestle
   • Various pack size to serve
   • Uniqueness
   • High technology in the business



           Opportunity                                Threat

   • Coffee is booming.                 • Substitute product : Green Tea, Tea
   • Consumer is more sophisticated.    • Health Concern.
   • Needs for premium coffee exist.    • Smuggling Product
   • Premium coffee is more popular.
   • Changing in people lifestyle
N. Gold market share shows promising trend...


     50%
               45%
     45%
                                        43%
     40%
                                                                  37%
     35%

     30%

     25%
                                                                  21%
     20%     18%                        19%
                                                                  17%
     15%    12%                               13%                    13%
              12%                       13%
                                                                  12%
     10%      13%
                                        12%
      5%

      0%
              2002                  2003                      2004
              Nescafe Gold       Moccona Royal Gold   Tasters Choice green
              Moccona Expresso   Others
Having a good start in 2004

      (Mio Bht)
     300                     Market is growing by +29%
                             While N. Gold sales is about 4 times higher!
     250

                     206                                   266
     200



     150                                                           Market


                                                                   N
                                                                    . Gold
     100



      50

                                                   99
                       26
       0
                      2003                         2004


           Premium Market Size vs Nescafe Gold sales 2003-2004
SEGMENTING
   Age


    0 - 15   24% of population : 15,462,944 People


   16 - 30   21.2% of population : 13,658,934 People


   31 - 45   24.2% of population : 15,591,803 People


   46 - 60   24.8% of population : 15,978,376 People


    60 Up    5.8% of population : 3,736,878 People
Targeting : Product Specialization
      Age


   0 - 15          Demographic + Psychographic

   16 - 30              • At certain age
                        • Educated, Modernized
                        • Socialized, Dynamic
   31 - 45              • Out going, Trendy
                        • Cool
                        • Confident, Unique
   46 - 60

   60 Up
Getting to know consumer is vital
Youth : 16-30 Spend 70% of their time out of home

                           KEY INSIGHT

         Home              • 19 yrs old is the age of having the first cup of coffee

                           • Do not appreciate the taste and Image of Nescafe
     School/Office
                           • New Coffee Shops are changing the way they look
                           at coffee. Coffee is becoming more of a social drink
 Entertainment             • Key Need states are Quick/energy boost/kick start,
 • Have a nice place
                                                     Thirst Quenching
   for lunch
 • Shopping at Mall                                  Snacking (Iced coffee)
 • Playing sport           •   Key Psychographics
 • Going to cinema                 Want to Experience life &
 • Hang out with friends
                                   Want to Grow themeselves
                                   Work hard, Play hard
Family builder : 31-45

                                KEY INSIGHT
           Home
                                • The age of adapting hot coffee
           Office               • Coffee is becoming a part of their everyday life
                                • Key Need states are Kick start,
  Key activities :                                     Refreshment during the day
  • Business Dinner
                                                       Mental renewal
  • Going to fitness / sports
  • Going to theaters           • Key Psychographics
  • Socializing with friend ;     Career and success are the key focus
   at lunch or drinking in
   evening before go home         Now they have goals that they want to pursue
  • Have a nice place for       • Coffee ignites their spirit, gets them ready, bring
   meal with family
                                  their confidence, lets them focus, settle their
  • Shopping complex with
   family                         thoughts, initiates social bonding
No time to dream: 46-60


           Home                 KEY INSIGHT
                                • Heavy users : More coffee appreciation
           Office
                                • Coffee is a part of their everyday life
  Key activities :              • They spend relatively more time at home with family
  • Business Dinner             • Key Need states are Kick start,
  • Deliver / pickup sons
   from schools                                          Mental renewal
  • Going to public park                                 Relaxing and Rewarding oneself
  • Socializing with friend ;   • Key Psychographics
    mostly at lunch
  • Have a nice place for          They’ve accomplished certain things and now looking
   meal with family             for life’s small pleasures.
  • More traveling; personal
                                   Appreciate good things in life
   business
                                   They have much more focus on the family
Understand consumer is the key to succeed.
                                           All     16-30 yrs    31-45 yrs    46-60 yrs    60 yrs up
      Bas : Instant Coffee                 %           %            %            %            %
      At home                              92         97           89           91            93
      Office                                8          3            6           11            6
      In car/on the way                    01          0            5            0            0
      Base : 3 in 1 coffee                 %          %            %            %            %
      At home                              79         85           69           79           82
      Office                               17         5            23           17           15       - Regular at home
      School/Education institution         1          10           2            0            0        - Big opportunity : office
      Base : Hot coffee at hawker          %          %            %            %            %
      Street vendors/hawker                63         50           64           76           56
      At home                              17         43           23           4            20
      Office                               12         0            0            6            25       - As breakfast
                                             All    16-30 yrs    31-45 yrs    46-60 yrs   60 yrs up   - Convenience oriented
Those consuming Instant Coffee yesterday     %          %           %            %            %
Before breakfast                             54         29          54           52           57
During breakfast/as the breakfast            33         43          26           34           34
After lunch till dinner                      10         0           5            11           11

Those consuming 3 in 1 coffee powder         %          %           %            %            %
Before breakfast                             42         13          22           42           52
During breakfast/as the breakfast            31         37          31           35           25
After lunch till dinner                      20         10          30           20           17
Those consuming Hot coffee at hawker         %          %           %            %            %
Before breakfast                             23         18          20           11           36
During breakfast/as the breakfast            23         10          0            41           17
After lunch till dinner                      15         0           0            20           20
After dinner till before bed time            22         9           66           10           25
CIRCUMSTANCES OF CONSUMPTION                                                           Base: 617



                                            INSTANT COFFEE
                HOME (93%)                                                 OUTSIDE (10%)

As breakfast                                      55
With breakfast at home                            15
                                                           During break                       3
Having snacks at home                             8        As breakfast                       2
Before breakfast                                  6        Working                            2
Watching TV/ VDO /listen music/ radio / reading   4        Hanging with friends               2
After meal                                        4

                                                                                       Base: 270



                                                  3 IN 1 COFFEE
                HOME (80%)                                                 OUTSIDE (23%)

As breakfast                                       48      During break                        10
With breakfast at home                             10      As breakfast                        4
Relaxing                                           7       Having snacks                       4
Before breakfast                                   6
Watching TV/ VDO /listen music/ radio / reading    4
POSITIONING: Place product in consumer’s mind.



Nescafe Gold ...

make you sense the real coffee feeling
POSITIONING: Place product in consumer’s mind.




Nescafe Gold ...

        bring out the best in you.
We do not sell Coffee,

      We sell Best drinking moment
More room to grow the business
     (Mio Bht)
    600
                                                      +22%

    500
                                            +24%
    400
                                   +29%

    300
                                                      525
    200                                      430
                                   345
                         266
    100     206                                                    Market



      0
            2003         2004      2005      2006      2007


                 Market Size of Premium Segment in next 3 years.
Are you ready for 2005?
Our Vision

Lead and Grow the Premium Coffee Market and
            Become The Most Preferred/Aspirational
                      Coffee Beverage Brand in Thailand
What to achieve ...

2005 Objective

  Achieve 145 Mio. Bht Sales ( 42% market share)

  Lead and profitably grow the total premium coffee market

Long Term Objective

   Own the premium segment : Think of premium coffee,
  Think of Nescafe Gold

  Achieve 65% market share in next 5 years.
How to achieve ...

  3 main strategies

  Recruit new user       : Regular Segment
  (by 15%)               : Out of Home
                         : New new user

  Increase consumption   : As Breakfast
                         : 2 cups a day (or more)


  Turn competitor user   : Expect 20% conversion rate
Every single element is ready to strike ..



    Great product on earth

    Right pricing to tempt the consumers

    Full distribution to ensure product availability

    Communication and Promotion to drive success


   Success is in the arm reach!
Nescafe Gold is ready ...
                   to rock the market.




                Nescafe Gold Army

New Affordable Range with Proprietary Packaging
Nescafe Gold

      Doypack w/ zipper       EdenII jar          Stick in box




        70g        35g     200g            100g   8 sticks x 2g

Price 120 Bht     65 Bht   420 Bht     230 Bht       35 Bht
Right product at right time!


 Highly accepted brand with positive image – Nescafe Gold.

 Premium&Modern Look with reliable quality at proper price range.

 Attractive pack size to serve various group & purpose.

    Jar Line                Pouch              Stick in box




 Loyal Shopper        Recruit new user       Increase Consumption
 -100g & 200g         -70g & 35g             -2g.
 -X-Citing shape      -Trial pack size       -Out of Home/Convenience
 -Premium / Modern    -Zipped Lock           -Modern/Cool
                      -New Design
X-Citing to drive $ALES

  Innovation : Limited SKUs

    Nescafe Gold 3 in 1 in Q3 : Out of home

    Nescafe Gold Decaf in Q3 : More cups a day / Health Concern

    Nescafe Gold Mocca in Q4 : More cups a day

  Renovation : Packaging Modification – Special Packaging

    Valentine’s , X’ Mas

    Recipe Application – Nescafe Gold Frappe’
Pricing reflect high image & reliable quality.


             Brand    Index


 Nescafé Gold         100     Skimming Pricing to build business both

 Moccona Royal Gold    77
                              retailer & vendor.

                              Price is less sensitive.
 Taster’s Choice       74
                              Establish Price&Quality Relationship
 UCC                  124
                              Build Image and Perception while deliver
 Maxim                135
                              promised quality
 Others               125
Where to find our product : Distribution Channel




    Modern Trade contributes 95% of business
     Hypermarket        Supermarket        Convenience
                                              Store
Alternative trade channel to widen the
                                   distribution



     Out of home / Food Service Channel
              - Restaurant, Hotel, QSR


     Alternative channels
             - Entertainment section, Book store
360 degree of communication to bomb
                          the town!



                   Print
                                 Quality coffee


                                                    In-store activity

    TVC
                   $ Market Growth $


          Cinema


                      Sampling                    OOH
                                         P/R
Rapidly increase Awareness through Mass Media




           TVC : Prime Time (Throughout the year)
Rapidly increase Awareness through Mass Media

                                           Prime Time
                                             Channel 3 / 7 / 9
                                             Soft Opera after news
                                             News Program
                                             Morning News Program


                                           + Increase awareness
                                           + Direct to target group
                                           + Induce Trial


                                           Hit > 9,000,000 people
  TVC : Prime Time (Throughout the year)
Rapidly increase Awareness through Mass Media


 Alternative but Attractive Media




                                                Tie-in Program


  Magazine Ads
                       Cinema
  & Internet

                                    + In line with target lifestyle
Unique and strong communication     + Increase awareness
                                    + Build positive image
                                    + > 800,000 people
Rapidly increase Awareness through Mass Media




  PRINT
Event to create excitement.




                     - Excite consumer
                     - Create Loyalty
                     - Nescafe Gold consumer > 1,000 people
                       join the activities
Promotion to drive sales




   Get free Gold Mug when buy Nescafe Gold in July
Merchandising at point of sales to activate
                             the purchase.




Impactful Merchandising drives sales & visibility : Home shelf & Out of shelf.
Dominate Visibility on Shelf and in Store
Product Trial by continuous Sampling

                 In store




  350,000 Wet sampling - in Modern Trade : AM / PM Consumption
Product Trial by continuous Sampling


 In Office




                                              Dry
  200,000 wet and dry sampling - in offices   Sampling

  : AM / PM Consumption
Product Trial by continuous Sampling


                                    Cinema




 - Fit to target group lifestyle.
 - > 120,000 people
Attract Opinion Leaders through targeted
                           PR and CRM activities

  PR                                                  CRM Activities




                                           Special Gold kit sent
                                        to 400 opinion leaders
                                 (CEO, government officer, celebrities)
Ensure product availability by sales incentives


  Special Incentive in Q1


 • Achieve stretched target

 • Make sales team having more focus in Nescafe Gold

 • Drive distribution to ensure having no OOS in store

 • Part of total integrated campaign to ensure success
Action & Strategy to drive the business

                               Achieve 145 Mio sales
                               and grow the category

                                         Increase                 Turn Competitor’s
  Recruit new user
                                       Consumption                      User


- Create awareness by TVC,       - New product Launch : Decaf,   - Create awareness by TVC,
Magazine Ads, other Media        Limited Edition : Mocca         Magazine Ads, other media

- Sampling in store, office,     - No OOS in store               - Sampling in store, office,
cinema                                                           cinema
                                 - Sampling in store, office,
- P/R and CRM Activities         cinema                          - Impactful merchandising
                                                                 at store
- New Product Launch :
Decaf, 3 in 1                                                    - New Product Launch

- In store Promotion                                             - New packaging
It is time to drive great beverage on earth.

  Type             Detail          Jan   Feb   Mar   Apr   May   Jun   July   Aug   Sept   Oct   Nov   Dec    Total Cost
  Media            TVC                                                                                        29,800,000
                   PRINT                                                                                       2,700,000
                  Cinema                                                                                       2,400,000
Sampling          In store                                                                                    17,000,000
                   Office                                                                                     13,000,000
   P/R                                                                                                           600,000
Promotion                                                                                                      6,000,000
Innovation   Limited/New Product                                                                                 700,000
                Packaging                                                                                        600,000
Incentives                                                                                                     1,200,000
 Others                                                                                                        3,000,000
  Total                                                                                                      77,000,000



 Integrated activities to ensure the success
Awareness & Trial are the key driver!

     Incentives
                      84% of investment is spent to ensure awareness & Trial.

    Innovation




   Other Media

                                      TVC & Sampling are key to succeed.
    Promotion




     Sampling




          TVC



                  0      5       10      15       20      25      30       35




                      Investment grouped by spend type
We invest for the future .....

  (Mio. Bht)
  16                                                                             10


                                                                                 9
  14

                                                                                 8
  12
                                                                                 7

  10
                                                                                 6

                                                                                      Sales
  8                                                                              5
                                                                                      Spending

                                                                                 4
  6

                                                                                 3
  4
                                                                                 2

  2
                                                                                 1


  0                                                                              0
       Jan   Feb   Mar   Apr   May   Jun   July   Aug   Sept   Oct   Nov   Dec

                   2005 Monthly sales & Spending
We invest for the future .....

   Mio. Bht    2003    2004   2005   2006   2007

    Market      206    266    345    430    525

    Market
    Share
               12.6%   37%    42%    45%    47%

    Sales       26     99     145    194    248

    COGS         8     45     65     87     124

     MC         18     54     80     107    124

  Commercial
    Fund
                 4     55     77     82     85

    Profit      14     (1)     3     25     39
We invest for the future .....
    600Mio   Bht.                                             45


             Right investment make profit                     40

    500
             jump up high!                                    35


                                                              30
    400
                                                              25
                                                                    Market
    300                                                       20    Sales
                                                                    Profit
                                                              15
    200
                                                              10


                                                              5
    100

                                                              0


     0                                                        -5
                2004      2005         2006          2007


      Projected Market size & Nescafe Gold sales & Profit in next 3 years
N. Gold market share continuously fly high and higher...


     50%              Firm market Leader Position                          47%
              45%
     45%
                                                   42%              45%
     40%

     35%

     30%

     25%
                                                   19%        19%
     20%    18%                                                                      20%
                                                   15%
     15%   12%                                                 12%
                                                                     12%      11%
             12%                                    11%
                                                    13%
                                                                                      13%
     10%     13%
                                                               12%
                                                                               9%
      5%

      0%
             2002         2003         2004        2005       2006           2007
                    Nescafe Gold         Moccona Royal Gold   Tasters Choice green
                    Moccona Expresso     Others
How to ensure the result?


     Quarterly performance review                                                                                     Mio.
                                                                                                                              2003    2004   2005   2006   2007
                                                                                                                      Bht

                                                                                                                     Market    206    266    345    430    525

                                                                                                                     Market
                                                                                                                              12.6%   37%    42%    45%    47%
   300                                                                                                               Share
                              50%                                                                   47%
                                       45%
                              45%
   250
                              40%
                                                                            42%              45%                     Sales     26     99     145    194    248
                              35%
   200
                              30%                                                                                    COGS       8     45     65     87     124
                              25%
   150
                       266    20%    18%                                    19%        19%
                                                                                                              20%     MC       18     54     80     107    124
                                                                            15%
                              15%   12%                                                 12%
   100   200    206                   12%
                                                                                              12%      11%
                                                                                                               13%
                              10%     13%
                                                                             11%
                                                                             13%
                                                                                        12%
                                                                                                                     Comm
                                                                                                        9%
    50                        5%                                                                                     ercial     4     55     77     82     85
                              0%                                                                                     Fund
                                      2002         2003         2004        2005       2006           2007
    0
                                             Nescafe Gold         Moccona Royal Gold   Tasters Choice green
         2002   2003   2004                  Moccona Expresso     Others
                                                                                                                     Profit    14     (1)     3     25     39




  + Sales, Market Share, Financial Outlook : Investment / Profit
  + Set KPI in quarterly basis


     Research in Q3 2005 to check attitude & usage
Nescafe Gold is ready ...

  Market
                                                                  300


                                                                  250


                                                                  200


  • Coffee premium segment is growing by > + 20% every year.      150
                                                                                      266



  • Out of home consumption is booming.                           100


                                                                   50
                                                                        200    206




  • Consumer is opened to premium coffee.                          0
                                                                        2002   2003   2004




  Competition

  • No one drives the market seriously today, but Nescafe Gold.
  • Nescafe Gold gain many competitive advantages.
  • Competition is not aggressive today.

   Consumer

  • Age 30 – 60 Years with modern lifestyle
  • They are looking for great taste of coffee.
  • They are opened to many kinds of media.
Nescafe Gold is ready ...
   Tools to hit

  • Attractive Product to serve consumers needs.
  • Right pricing to make people buy.
  • Full distribution to ensure sales.
  • Communication & Promotion to drive success.



                           Print
                                      Quality coffee

                                                         In-store activity
            TVC       $ Market Growth $

                  Cinema

                             Sampli                    OOH
                                            P/R
Nescafe Gold is ready ...


  Future Outlook

  • Market is expected to grow by > +20% for next 3-5 years.
  • Nescafe Gold will grow > +30% in next couple years.
  • The 1st comer always enjoy the big piece of cake.




  We invest for the future ...
Nescafe Gold

  Ready to strike the market
WELCOME TO
THE WORLD OF COFFEE
THANK YOU

Weitere ähnliche Inhalte

Was ist angesagt?

Term report marketing
Term report marketingTerm report marketing
Term report marketingsadiq Islam
 
Tea marketing plan
Tea marketing planTea marketing plan
Tea marketing planAli Hadi
 
Nescafe SWOT
Nescafe SWOTNescafe SWOT
Nescafe SWOTminie747
 
Batsam instant coffee marketing strategy
Batsam instant coffee marketing strategyBatsam instant coffee marketing strategy
Batsam instant coffee marketing strategyIrfan Khan Yousufzai
 
Fruit punch - Launching a New Product - Marketing
Fruit punch - Launching a New Product - MarketingFruit punch - Launching a New Product - Marketing
Fruit punch - Launching a New Product - MarketingCotecna Inspection
 
Competitive strategies for coffee brands
Competitive strategies for coffee brandsCompetitive strategies for coffee brands
Competitive strategies for coffee brandsDominic Mackenzie
 
New Product Launch - PepsiCo
New Product Launch - PepsiCoNew Product Launch - PepsiCo
New Product Launch - PepsiConidhiraj
 
Nescafe 2014 ad stp analysis
Nescafe 2014 ad stp analysisNescafe 2014 ad stp analysis
Nescafe 2014 ad stp analysisGomini Gupta
 
Lipton Repositioning
Lipton RepositioningLipton Repositioning
Lipton RepositioningDr-Faraz Alam
 
Tazo Tea Advertising Plan
 Tazo Tea Advertising Plan Tazo Tea Advertising Plan
Tazo Tea Advertising PlanJulia Kohn
 
Market Research on \'Nescafe MIld brand\'
Market Research on \'Nescafe MIld brand\'Market Research on \'Nescafe MIld brand\'
Market Research on \'Nescafe MIld brand\'depika
 
Segmentation, Targeting, Positioning (STP) Analysis of BRU Coffee
Segmentation, Targeting, Positioning (STP) Analysis of BRU CoffeeSegmentation, Targeting, Positioning (STP) Analysis of BRU Coffee
Segmentation, Targeting, Positioning (STP) Analysis of BRU CoffeeSheikh_Rehmat
 
Nescafe Blend 43 - Advertising, Media & Creative Brief
Nescafe Blend 43 - Advertising, Media & Creative BriefNescafe Blend 43 - Advertising, Media & Creative Brief
Nescafe Blend 43 - Advertising, Media & Creative BriefJaddan Bruhn
 
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)Sejal Gaikwad
 
Brand audit of Nestle
Brand audit of NestleBrand audit of Nestle
Brand audit of NestleAkasha Shafiq
 
Sprite Branding Elements
Sprite Branding ElementsSprite Branding Elements
Sprite Branding Elementsrmoloko
 

Was ist angesagt? (20)

Term report marketing
Term report marketingTerm report marketing
Term report marketing
 
Nescafe IMC
Nescafe IMCNescafe IMC
Nescafe IMC
 
Tea marketing plan
Tea marketing planTea marketing plan
Tea marketing plan
 
Nescafe SWOT
Nescafe SWOTNescafe SWOT
Nescafe SWOT
 
Lipton
LiptonLipton
Lipton
 
Lipton
LiptonLipton
Lipton
 
Batsam instant coffee marketing strategy
Batsam instant coffee marketing strategyBatsam instant coffee marketing strategy
Batsam instant coffee marketing strategy
 
Fruit punch - Launching a New Product - Marketing
Fruit punch - Launching a New Product - MarketingFruit punch - Launching a New Product - Marketing
Fruit punch - Launching a New Product - Marketing
 
Competitive strategies for coffee brands
Competitive strategies for coffee brandsCompetitive strategies for coffee brands
Competitive strategies for coffee brands
 
New Product Launch - PepsiCo
New Product Launch - PepsiCoNew Product Launch - PepsiCo
New Product Launch - PepsiCo
 
Nescafe 2014 ad stp analysis
Nescafe 2014 ad stp analysisNescafe 2014 ad stp analysis
Nescafe 2014 ad stp analysis
 
Lipton Repositioning
Lipton RepositioningLipton Repositioning
Lipton Repositioning
 
Nescafe
NescafeNescafe
Nescafe
 
Tazo Tea Advertising Plan
 Tazo Tea Advertising Plan Tazo Tea Advertising Plan
Tazo Tea Advertising Plan
 
Market Research on \'Nescafe MIld brand\'
Market Research on \'Nescafe MIld brand\'Market Research on \'Nescafe MIld brand\'
Market Research on \'Nescafe MIld brand\'
 
Segmentation, Targeting, Positioning (STP) Analysis of BRU Coffee
Segmentation, Targeting, Positioning (STP) Analysis of BRU CoffeeSegmentation, Targeting, Positioning (STP) Analysis of BRU Coffee
Segmentation, Targeting, Positioning (STP) Analysis of BRU Coffee
 
Nescafe Blend 43 - Advertising, Media & Creative Brief
Nescafe Blend 43 - Advertising, Media & Creative BriefNescafe Blend 43 - Advertising, Media & Creative Brief
Nescafe Blend 43 - Advertising, Media & Creative Brief
 
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)
 
Brand audit of Nestle
Brand audit of NestleBrand audit of Nestle
Brand audit of Nestle
 
Sprite Branding Elements
Sprite Branding ElementsSprite Branding Elements
Sprite Branding Elements
 

Andere mochten auch

Salespromotion - Britannia and Nestle
Salespromotion - Britannia and NestleSalespromotion - Britannia and Nestle
Salespromotion - Britannia and NestleRanjani Balu
 
Customer Relationship Management
Customer Relationship ManagementCustomer Relationship Management
Customer Relationship ManagementShveta Bhatia
 
Nescafe Classic || Brand Management
Nescafe Classic ||  Brand ManagementNescafe Classic ||  Brand Management
Nescafe Classic || Brand ManagementUcchash Talukder
 
Nescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication PlanNescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication PlanSuhasini Jain
 
Nestle final project
Nestle final projectNestle final project
Nestle final projectwaheeducp
 

Andere mochten auch (9)

Nescafe
NescafeNescafe
Nescafe
 
Salespromotion - Britannia and Nestle
Salespromotion - Britannia and NestleSalespromotion - Britannia and Nestle
Salespromotion - Britannia and Nestle
 
Nescafe
NescafeNescafe
Nescafe
 
Nestle Nescafe Tea
Nestle Nescafe TeaNestle Nescafe Tea
Nestle Nescafe Tea
 
Customer Relationship Management
Customer Relationship ManagementCustomer Relationship Management
Customer Relationship Management
 
Nescafe
NescafeNescafe
Nescafe
 
Nescafe Classic || Brand Management
Nescafe Classic ||  Brand ManagementNescafe Classic ||  Brand Management
Nescafe Classic || Brand Management
 
Nescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication PlanNescafe Integrated Marketing Communication Plan
Nescafe Integrated Marketing Communication Plan
 
Nestle final project
Nestle final projectNestle final project
Nestle final project
 

Mehr von glenferry

JITD Proposal Resolution
JITD Proposal ResolutionJITD Proposal Resolution
JITD Proposal Resolutionglenferry
 
marketing plan สาวบาวแดง
marketing plan สาวบาวแดงmarketing plan สาวบาวแดง
marketing plan สาวบาวแดงglenferry
 
Sport Obermeyer
Sport Obermeyer Sport Obermeyer
Sport Obermeyer glenferry
 
Designing Supermarket
Designing SupermarketDesigning Supermarket
Designing Supermarketglenferry
 
BNH บีเอ็นเอช
BNH บีเอ็นเอชBNH บีเอ็นเอช
BNH บีเอ็นเอชglenferry
 
BNH บีเอ็นเอช
BNH บีเอ็นเอชBNH บีเอ็นเอช
BNH บีเอ็นเอชglenferry
 
How Toyota became the world’s best manufacturer
How Toyota became the world’s best manufacturerHow Toyota became the world’s best manufacturer
How Toyota became the world’s best manufacturerglenferry
 
บ้านไร่กาแฟ
บ้านไร่กาแฟบ้านไร่กาแฟ
บ้านไร่กาแฟglenferry
 
Southwest Airline
Southwest AirlineSouthwest Airline
Southwest Airlineglenferry
 
Metro_Park Marketing_Plan
Metro_Park Marketing_PlanMetro_Park Marketing_Plan
Metro_Park Marketing_Planglenferry
 
iberry Final Report
iberry Final Reportiberry Final Report
iberry Final Reportglenferry
 
Bangchak Presentation Final Version2
Bangchak Presentation Final Version2Bangchak Presentation Final Version2
Bangchak Presentation Final Version2glenferry
 

Mehr von glenferry (20)

Perdue
PerduePerdue
Perdue
 
JITD Proposal Resolution
JITD Proposal ResolutionJITD Proposal Resolution
JITD Proposal Resolution
 
marketing plan สาวบาวแดง
marketing plan สาวบาวแดงmarketing plan สาวบาวแดง
marketing plan สาวบาวแดง
 
BNH BA650
BNH BA650BNH BA650
BNH BA650
 
Sport Obermeyer
Sport Obermeyer Sport Obermeyer
Sport Obermeyer
 
Designing Supermarket
Designing SupermarketDesigning Supermarket
Designing Supermarket
 
BOEING
BOEINGBOEING
BOEING
 
BNH บีเอ็นเอช
BNH บีเอ็นเอชBNH บีเอ็นเอช
BNH บีเอ็นเอช
 
BNH บีเอ็นเอช
BNH บีเอ็นเอชBNH บีเอ็นเอช
BNH บีเอ็นเอช
 
How Toyota became the world’s best manufacturer
How Toyota became the world’s best manufacturerHow Toyota became the world’s best manufacturer
How Toyota became the world’s best manufacturer
 
บ้านไร่กาแฟ
บ้านไร่กาแฟบ้านไร่กาแฟ
บ้านไร่กาแฟ
 
Walmart
WalmartWalmart
Walmart
 
Tipco
TipcoTipco
Tipco
 
Starbuck
StarbuckStarbuck
Starbuck
 
Southwest Airline
Southwest AirlineSouthwest Airline
Southwest Airline
 
Metro_Park Marketing_Plan
Metro_Park Marketing_PlanMetro_Park Marketing_Plan
Metro_Park Marketing_Plan
 
iberry Final Report
iberry Final Reportiberry Final Report
iberry Final Report
 
EzyGo
EzyGoEzyGo
EzyGo
 
Dove
DoveDove
Dove
 
Bangchak Presentation Final Version2
Bangchak Presentation Final Version2Bangchak Presentation Final Version2
Bangchak Presentation Final Version2
 

Kürzlich hochgeladen

Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Dipal Arora
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxWorkforce Group
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdfRenandantas16
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756dollysharma2066
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfAmzadHosen3
 
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxB.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxpriyanshujha201
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangaloreamitlee9823
 
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...anilsa9823
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesDipal Arora
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Centuryrwgiffor
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLSeo
 
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataRSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableDipal Arora
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMRavindra Nath Shukla
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Dave Litwiller
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxAndy Lambert
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Roland Driesen
 

Kürzlich hochgeladen (20)

Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdfJohn Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdf
 
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pillsMifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
 
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptxB.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
B.COM Unit – 4 ( CORPORATE SOCIAL RESPONSIBILITY ( CSR ).pptx
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
 
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
Lucknow 💋 Escorts in Lucknow - 450+ Call Girl Cash Payment 8923113531 Neha Th...
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
 
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRLMONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
 
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataRSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors Data
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
 
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
 
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...
 

Nescafe Gold

  • 4. Premium Segment is in introductory stage : Pioneer Marketing Strategy Premium Segment Mixed Segment R&G Segment Regular Segment BCG Matrix Model
  • 5. Coffee is the most popular drink nowadays. 36 Instant Coffee 41 CSD 41 34 Bottle water 31 25 Instant Coffee 39 UHT/Pasteurized 28 drinking yogurt 13 CSD 38 18 Bottle water 28 3 in 1 coffee 16 UHT/Pasteurized drinking yogurt 20 5 Beer 26 3 in 1 coffee 17 Beer 15 UHT/Pasteurized / 18 Sterilized Milk 12 UHT/Pasteurized / Sterilized Milk 15 Alcoholic drink except 4 Alcoholic drink except beer 14 beer 24 Milo Ovaltine 12 15 Milo Ovaltine 8 Iced coffee hawker 8 RTD Coffee 8 Iced coffee hawker 9 6 UHT/Bottle soya milk 7 RTD Coffee 5 Energy drink 7 10 Milo/ Ovaltine UHT 6 UHT/Bottle soya milk 7 7 UHT/Bottle/Can branded fruit juice 4 2 Energy drink 12 Milo/ Ovaltine UHT 8 3 UHT/Bottle/Can Male Female 6 branded fruit juice 2 Source : Coffee U&A study, 2003
  • 6. Coffee is more popular day by day , 52% of Hot Drinks Value Mio. Bht 7,000 Market is growing every year. +14% +14% Coffee consumption is booming. 6,000 (esp out of home) +6% +6% +11% +11% 5,000 2,421 1,341 1,777 4,000 200 206 266 People lifestyle is westernized & 3,000 modernized. 2,000 People have less time / work harder. 3,504 3,372 3,410 Coffee is the part of image enhancer. 1,000 0 2002 2003 2004 More players jump into coffee market. Coffee is their part of life. Coffee Market Size by segment
  • 7. More opportunity to grow premium segment Mio. Bht 300 Consumers are more sophisticated. +29% Premium Coffee is well adopted. 250 +3% +1% 200 150 266 100 200 206 People spend more on coffee (per 50 transaction & consume more) Consumers are still looking for and 0 willing to pay for coffee great taste. 2002 2003 2004 Opportunities is there but HOW? Premium Coffee Market Size
  • 8. How about the premium segment today? Mio. Bht Few players with less competitive 300 +29% degree. No one owns this market. 250 +3% +1% No one invested the market before, Nescafe Gold starts in 2004 200 Market size can be doubled in next 3 years! 150 266 100 200 206 + Nescafe Brand is highly accepted. + N. Gold is highly recognized and get 50 success in 2004 + High barrier to enter the market 0 2002 2003 2004 - Green Tea Booming. -“Health Concern” Perception Premium Coffee Market Size - Substitute product
  • 9. We need to understand where we are today! Competitor Understanding Ourselves Consumer/Shopper
  • 10. Main competitors today ... Sara Lee Trading – Moccona Royal Gold, Moccona Espresso +Key competitor with total >30% market share. +Price is a bit lower. +Before 2004, they lead the market. -They focus mix segment. -Brand Image -Not good product taste
  • 11. Main competitors today ... Trading companies – Taster Choice, Maxim, UCC etc +High product image. +High flexibility. -Low corporate image. -Product Supply Fluctuation. -Not invest in the market.
  • 12. Nescafe Gold is one step ahead the others! Product Price Brand Image Promotion Distribution Techo. Nescafe Gold Moccona Imported Nescafe Gold Key priority is to drive the total category
  • 13. Let’s review where we are .... Strength Weakness • Positive brand image & product. • Low flexibility • Big investment to drive. • Endorsed by Nescafe / Nestle • Various pack size to serve • Uniqueness • High technology in the business Opportunity Threat • Coffee is booming. • Substitute product : Green Tea, Tea • Consumer is more sophisticated. • Health Concern. • Needs for premium coffee exist. • Smuggling Product • Premium coffee is more popular. • Changing in people lifestyle
  • 14. N. Gold market share shows promising trend... 50% 45% 45% 43% 40% 37% 35% 30% 25% 21% 20% 18% 19% 17% 15% 12% 13% 13% 12% 13% 12% 10% 13% 12% 5% 0% 2002 2003 2004 Nescafe Gold Moccona Royal Gold Tasters Choice green Moccona Expresso Others
  • 15. Having a good start in 2004 (Mio Bht) 300 Market is growing by +29% While N. Gold sales is about 4 times higher! 250 206 266 200 150 Market N . Gold 100 50 99 26 0 2003 2004 Premium Market Size vs Nescafe Gold sales 2003-2004
  • 16. SEGMENTING Age 0 - 15 24% of population : 15,462,944 People 16 - 30 21.2% of population : 13,658,934 People 31 - 45 24.2% of population : 15,591,803 People 46 - 60 24.8% of population : 15,978,376 People 60 Up 5.8% of population : 3,736,878 People
  • 17. Targeting : Product Specialization Age 0 - 15 Demographic + Psychographic 16 - 30 • At certain age • Educated, Modernized • Socialized, Dynamic 31 - 45 • Out going, Trendy • Cool • Confident, Unique 46 - 60 60 Up
  • 18. Getting to know consumer is vital
  • 19. Youth : 16-30 Spend 70% of their time out of home KEY INSIGHT Home • 19 yrs old is the age of having the first cup of coffee • Do not appreciate the taste and Image of Nescafe School/Office • New Coffee Shops are changing the way they look at coffee. Coffee is becoming more of a social drink Entertainment • Key Need states are Quick/energy boost/kick start, • Have a nice place Thirst Quenching for lunch • Shopping at Mall Snacking (Iced coffee) • Playing sport • Key Psychographics • Going to cinema Want to Experience life & • Hang out with friends Want to Grow themeselves Work hard, Play hard
  • 20. Family builder : 31-45 KEY INSIGHT Home • The age of adapting hot coffee Office • Coffee is becoming a part of their everyday life • Key Need states are Kick start, Key activities : Refreshment during the day • Business Dinner Mental renewal • Going to fitness / sports • Going to theaters • Key Psychographics • Socializing with friend ; Career and success are the key focus at lunch or drinking in evening before go home Now they have goals that they want to pursue • Have a nice place for • Coffee ignites their spirit, gets them ready, bring meal with family their confidence, lets them focus, settle their • Shopping complex with family thoughts, initiates social bonding
  • 21. No time to dream: 46-60 Home KEY INSIGHT • Heavy users : More coffee appreciation Office • Coffee is a part of their everyday life Key activities : • They spend relatively more time at home with family • Business Dinner • Key Need states are Kick start, • Deliver / pickup sons from schools Mental renewal • Going to public park Relaxing and Rewarding oneself • Socializing with friend ; • Key Psychographics mostly at lunch • Have a nice place for They’ve accomplished certain things and now looking meal with family for life’s small pleasures. • More traveling; personal Appreciate good things in life business They have much more focus on the family
  • 22. Understand consumer is the key to succeed. All 16-30 yrs 31-45 yrs 46-60 yrs 60 yrs up Bas : Instant Coffee % % % % % At home 92 97 89 91 93 Office 8 3 6 11 6 In car/on the way 01 0 5 0 0 Base : 3 in 1 coffee % % % % % At home 79 85 69 79 82 Office 17 5 23 17 15 - Regular at home School/Education institution 1 10 2 0 0 - Big opportunity : office Base : Hot coffee at hawker % % % % % Street vendors/hawker 63 50 64 76 56 At home 17 43 23 4 20 Office 12 0 0 6 25 - As breakfast All 16-30 yrs 31-45 yrs 46-60 yrs 60 yrs up - Convenience oriented Those consuming Instant Coffee yesterday % % % % % Before breakfast 54 29 54 52 57 During breakfast/as the breakfast 33 43 26 34 34 After lunch till dinner 10 0 5 11 11 Those consuming 3 in 1 coffee powder % % % % % Before breakfast 42 13 22 42 52 During breakfast/as the breakfast 31 37 31 35 25 After lunch till dinner 20 10 30 20 17 Those consuming Hot coffee at hawker % % % % % Before breakfast 23 18 20 11 36 During breakfast/as the breakfast 23 10 0 41 17 After lunch till dinner 15 0 0 20 20 After dinner till before bed time 22 9 66 10 25
  • 23. CIRCUMSTANCES OF CONSUMPTION Base: 617 INSTANT COFFEE HOME (93%) OUTSIDE (10%) As breakfast 55 With breakfast at home 15 During break 3 Having snacks at home 8 As breakfast 2 Before breakfast 6 Working 2 Watching TV/ VDO /listen music/ radio / reading 4 Hanging with friends 2 After meal 4 Base: 270 3 IN 1 COFFEE HOME (80%) OUTSIDE (23%) As breakfast 48 During break 10 With breakfast at home 10 As breakfast 4 Relaxing 7 Having snacks 4 Before breakfast 6 Watching TV/ VDO /listen music/ radio / reading 4
  • 24. POSITIONING: Place product in consumer’s mind. Nescafe Gold ... make you sense the real coffee feeling
  • 25. POSITIONING: Place product in consumer’s mind. Nescafe Gold ... bring out the best in you.
  • 26. We do not sell Coffee, We sell Best drinking moment
  • 27. More room to grow the business (Mio Bht) 600 +22% 500 +24% 400 +29% 300 525 200 430 345 266 100 206 Market 0 2003 2004 2005 2006 2007 Market Size of Premium Segment in next 3 years.
  • 28. Are you ready for 2005?
  • 29. Our Vision Lead and Grow the Premium Coffee Market and Become The Most Preferred/Aspirational Coffee Beverage Brand in Thailand
  • 30. What to achieve ... 2005 Objective Achieve 145 Mio. Bht Sales ( 42% market share) Lead and profitably grow the total premium coffee market Long Term Objective Own the premium segment : Think of premium coffee, Think of Nescafe Gold Achieve 65% market share in next 5 years.
  • 31. How to achieve ... 3 main strategies Recruit new user : Regular Segment (by 15%) : Out of Home : New new user Increase consumption : As Breakfast : 2 cups a day (or more) Turn competitor user : Expect 20% conversion rate
  • 32. Every single element is ready to strike .. Great product on earth Right pricing to tempt the consumers Full distribution to ensure product availability Communication and Promotion to drive success Success is in the arm reach!
  • 33. Nescafe Gold is ready ... to rock the market. Nescafe Gold Army New Affordable Range with Proprietary Packaging
  • 34. Nescafe Gold Doypack w/ zipper EdenII jar Stick in box 70g 35g 200g 100g 8 sticks x 2g Price 120 Bht 65 Bht 420 Bht 230 Bht 35 Bht
  • 35. Right product at right time! Highly accepted brand with positive image – Nescafe Gold. Premium&Modern Look with reliable quality at proper price range. Attractive pack size to serve various group & purpose. Jar Line Pouch Stick in box Loyal Shopper Recruit new user Increase Consumption -100g & 200g -70g & 35g -2g. -X-Citing shape -Trial pack size -Out of Home/Convenience -Premium / Modern -Zipped Lock -Modern/Cool -New Design
  • 36. X-Citing to drive $ALES Innovation : Limited SKUs Nescafe Gold 3 in 1 in Q3 : Out of home Nescafe Gold Decaf in Q3 : More cups a day / Health Concern Nescafe Gold Mocca in Q4 : More cups a day Renovation : Packaging Modification – Special Packaging Valentine’s , X’ Mas Recipe Application – Nescafe Gold Frappe’
  • 37. Pricing reflect high image & reliable quality. Brand Index Nescafé Gold 100 Skimming Pricing to build business both Moccona Royal Gold 77 retailer & vendor. Price is less sensitive. Taster’s Choice 74 Establish Price&Quality Relationship UCC 124 Build Image and Perception while deliver Maxim 135 promised quality Others 125
  • 38. Where to find our product : Distribution Channel Modern Trade contributes 95% of business Hypermarket Supermarket Convenience Store
  • 39. Alternative trade channel to widen the distribution Out of home / Food Service Channel - Restaurant, Hotel, QSR Alternative channels - Entertainment section, Book store
  • 40. 360 degree of communication to bomb the town! Print Quality coffee In-store activity TVC $ Market Growth $ Cinema Sampling OOH P/R
  • 41. Rapidly increase Awareness through Mass Media TVC : Prime Time (Throughout the year)
  • 42. Rapidly increase Awareness through Mass Media Prime Time Channel 3 / 7 / 9 Soft Opera after news News Program Morning News Program + Increase awareness + Direct to target group + Induce Trial Hit > 9,000,000 people TVC : Prime Time (Throughout the year)
  • 43. Rapidly increase Awareness through Mass Media Alternative but Attractive Media Tie-in Program Magazine Ads Cinema & Internet + In line with target lifestyle Unique and strong communication + Increase awareness + Build positive image + > 800,000 people
  • 44. Rapidly increase Awareness through Mass Media PRINT
  • 45. Event to create excitement. - Excite consumer - Create Loyalty - Nescafe Gold consumer > 1,000 people join the activities
  • 46. Promotion to drive sales Get free Gold Mug when buy Nescafe Gold in July
  • 47. Merchandising at point of sales to activate the purchase. Impactful Merchandising drives sales & visibility : Home shelf & Out of shelf.
  • 48. Dominate Visibility on Shelf and in Store
  • 49. Product Trial by continuous Sampling In store 350,000 Wet sampling - in Modern Trade : AM / PM Consumption
  • 50. Product Trial by continuous Sampling In Office Dry 200,000 wet and dry sampling - in offices Sampling : AM / PM Consumption
  • 51. Product Trial by continuous Sampling Cinema - Fit to target group lifestyle. - > 120,000 people
  • 52. Attract Opinion Leaders through targeted PR and CRM activities PR CRM Activities Special Gold kit sent to 400 opinion leaders (CEO, government officer, celebrities)
  • 53. Ensure product availability by sales incentives Special Incentive in Q1 • Achieve stretched target • Make sales team having more focus in Nescafe Gold • Drive distribution to ensure having no OOS in store • Part of total integrated campaign to ensure success
  • 54. Action & Strategy to drive the business Achieve 145 Mio sales and grow the category Increase Turn Competitor’s Recruit new user Consumption User - Create awareness by TVC, - New product Launch : Decaf, - Create awareness by TVC, Magazine Ads, other Media Limited Edition : Mocca Magazine Ads, other media - Sampling in store, office, - No OOS in store - Sampling in store, office, cinema cinema - Sampling in store, office, - P/R and CRM Activities cinema - Impactful merchandising at store - New Product Launch : Decaf, 3 in 1 - New Product Launch - In store Promotion - New packaging
  • 55. It is time to drive great beverage on earth. Type Detail Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Total Cost Media TVC 29,800,000 PRINT 2,700,000 Cinema 2,400,000 Sampling In store 17,000,000 Office 13,000,000 P/R 600,000 Promotion 6,000,000 Innovation Limited/New Product 700,000 Packaging 600,000 Incentives 1,200,000 Others 3,000,000 Total 77,000,000 Integrated activities to ensure the success
  • 56. Awareness & Trial are the key driver! Incentives 84% of investment is spent to ensure awareness & Trial. Innovation Other Media TVC & Sampling are key to succeed. Promotion Sampling TVC 0 5 10 15 20 25 30 35 Investment grouped by spend type
  • 57. We invest for the future ..... (Mio. Bht) 16 10 9 14 8 12 7 10 6 Sales 8 5 Spending 4 6 3 4 2 2 1 0 0 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec 2005 Monthly sales & Spending
  • 58. We invest for the future ..... Mio. Bht 2003 2004 2005 2006 2007 Market 206 266 345 430 525 Market Share 12.6% 37% 42% 45% 47% Sales 26 99 145 194 248 COGS 8 45 65 87 124 MC 18 54 80 107 124 Commercial Fund 4 55 77 82 85 Profit 14 (1) 3 25 39
  • 59. We invest for the future ..... 600Mio Bht. 45 Right investment make profit 40 500 jump up high! 35 30 400 25 Market 300 20 Sales Profit 15 200 10 5 100 0 0 -5 2004 2005 2006 2007 Projected Market size & Nescafe Gold sales & Profit in next 3 years
  • 60. N. Gold market share continuously fly high and higher... 50% Firm market Leader Position 47% 45% 45% 42% 45% 40% 35% 30% 25% 19% 19% 20% 18% 20% 15% 15% 12% 12% 12% 11% 12% 11% 13% 13% 10% 13% 12% 9% 5% 0% 2002 2003 2004 2005 2006 2007 Nescafe Gold Moccona Royal Gold Tasters Choice green Moccona Expresso Others
  • 61. How to ensure the result? Quarterly performance review Mio. 2003 2004 2005 2006 2007 Bht Market 206 266 345 430 525 Market 12.6% 37% 42% 45% 47% 300 Share 50% 47% 45% 45% 250 40% 42% 45% Sales 26 99 145 194 248 35% 200 30% COGS 8 45 65 87 124 25% 150 266 20% 18% 19% 19% 20% MC 18 54 80 107 124 15% 15% 12% 12% 100 200 206 12% 12% 11% 13% 10% 13% 11% 13% 12% Comm 9% 50 5% ercial 4 55 77 82 85 0% Fund 2002 2003 2004 2005 2006 2007 0 Nescafe Gold Moccona Royal Gold Tasters Choice green 2002 2003 2004 Moccona Expresso Others Profit 14 (1) 3 25 39 + Sales, Market Share, Financial Outlook : Investment / Profit + Set KPI in quarterly basis Research in Q3 2005 to check attitude & usage
  • 62. Nescafe Gold is ready ... Market 300 250 200 • Coffee premium segment is growing by > + 20% every year. 150 266 • Out of home consumption is booming. 100 50 200 206 • Consumer is opened to premium coffee. 0 2002 2003 2004 Competition • No one drives the market seriously today, but Nescafe Gold. • Nescafe Gold gain many competitive advantages. • Competition is not aggressive today. Consumer • Age 30 – 60 Years with modern lifestyle • They are looking for great taste of coffee. • They are opened to many kinds of media.
  • 63. Nescafe Gold is ready ... Tools to hit • Attractive Product to serve consumers needs. • Right pricing to make people buy. • Full distribution to ensure sales. • Communication & Promotion to drive success. Print Quality coffee In-store activity TVC $ Market Growth $ Cinema Sampli OOH P/R
  • 64. Nescafe Gold is ready ... Future Outlook • Market is expected to grow by > +20% for next 3-5 years. • Nescafe Gold will grow > +30% in next couple years. • The 1st comer always enjoy the big piece of cake. We invest for the future ...
  • 65. Nescafe Gold Ready to strike the market
  • 66. WELCOME TO THE WORLD OF COFFEE