Bangkok--Jul 1--PR & Associates
Expects 20% increase of its membership base
As the world’s largest food company, Nestle is reaffirming its corporate philosophy of producing nutritious food to help all Thai families have a better quality of life. This is strongly reflected in the Nestle’s “Good Food Good Life”promise, and the “Healthy Thai Family” project helps complement the government’s food safety and public health drives.
Nestle’s 20 million baht “Healthy Thai Family” project is aimed at educating people about good nutrition and how to choose products for better health and a better life. The activities will direct to the Thai consumers, to be held at more than 90 branches of Nestl?’s trade partners all over the country, including Tops, Jusco, The Mall Shopping Complex, Big C, Carrefour, Tesco Lotus, Foodland and Makro. The “Healthy Thai Family” project will take place from 29 June to 28 September 2005 providing both information and fun for all members of the family.
Mrs. Pravina Vinaraphong Krisdhasima, Assistant Vice President — Consumer, said the “Healthy Thai Family” project was a continuing commitment that began in late 2004 at The Mall Bangkapi Shopping Centre. Following that, Nestle joined hands with the Bangkok Metropolitan Administration to hold “Healthy Thai Family” activities in forty districts around Bangkok to campaign for a better quality of life. The largest activity was the “Nestle Family Day” held in front of Central World Plaza earlier this year, which event generated a lot of interest. Throughout 2005 Nestle will join its trade partners in the modern retail business to bring these events to consumers all over the country, allowing families to participate at the location that is most convenient for them”
Mr. Ludovic Toulemonde, Regional Sales — Modern Trade Channel added that “Healthy Thai Family” project provides Nestle with another great opportunity to strengthen our relationships with our modern trade allies. These have become, as we all know, our efficient and trusted distribution channels to reach the busy Thai consumers”.
Nestle has added more fun and educational activities to make the “Healthy Thai Family” project even more worthwhile. These activities will include:
- Announcements of special events and promotions that people will not want to miss, including games to play, with prizes for the winners. Professional MCs will be the hosts.
- Games with Bear Brand milk products will teach people about physical and mental development and how to stay in good health.
- Free health checks including blood pressure checks, strength tests, height and weight measuring and fat tests.
- Demonstrations by experienced cooks on how to cook healthy, nutritious food. The audience will be given recipes to take home and will be able to taste the food.
- In the Maze Mountain game the MC will give away many NESCAFE products as prizes.
- Free product tasting activities which also include NESTFIT and Bear Brand products.
“Healthy Thai Family” is an important tool in Nestl?’s CRM strategy, which started in 1998 with the launch of Nestl? “Good Food, Good Life Club”, providing Nestl? members with nutrition, health information and knowledge. Nestl? Consumer Center handles more than 2 million contacts from consumers a year and has also established such interactive CRM channels as Nestl? Call Center, Dear Mom Care Lines, 24-hour Fax on Demand and the website www.nestlethai.com.
Just as importantly, Nestl? is the only food company in Thailand to have a center purpose-built to welcome visitors of all ages. The Nestl? “Good Food, Good Life” Visitor Center is Thailand’s first and only dairy-nutrition exhibition center, representing a total investment of 50 million baht.
In the last five years, Nestl? Good Food, Good Life Club was able to win over 200,000 family members nationwide, increasing rapidly to 250,000 members in the first half of 2005. The club also expects it membership base to increase by more than 20% by the end of 2005. To demonstrate the success of Nestl?’s CRM strategy, a recent study showed that Nestl? Club members not only buy more Nestl? products but also benefits from the value added activities specially offered to them than non-member consumers.
For More Information, please contact:
Ramchai Sutthananta Nawaporn Lawhasawasdi
Nestl? (Thai) Ltd. PR & Associates
Tel: 0-2657 8310 Tel: 0-2651 8989 Ext 332
E-mail: [email protected] E-mail: [email protected] End.