Bangkok--Nov 30--Maxima Consultants
The Coca-Cola system in Thailand, the leading total beverage company in Thailand, has launched Nescafe Mistra, Thailand’s first premium RTD coffee. This innovative imported coffee beverage will meet the growing demand by young adults for an indulgent coffee experience. Mistra is available in four delicious flavors and can be found at 7-11 outlets nationwide.
Nescafe Mistra, imported from Singapore and made from the finest coffee beans and highest grade milk, is the first product to address the demand by Thai consumers for a premium RTD coffee. The launch of Mistra in Thailand follows its successful introduction in Singapore, Malaysia, and Korea.
Chuenhathai Vuntanadit, Marketing Director, Coca-Cola (Thailand) Limited said, “When we looked at the RTD coffee category in Thailand and the needs of Thai consumers we saw there was a growing unmet demand for premium RTD coffee. We then did extensive research into the flavors that were right for Thailand and selected the top four. When Mistra was then presented to target consumers we found that 80% liked both the concept and the taste.”
Coffee is one of the fastest growing beverage categories in Thailand. According to AC Nielsen, the RTD coffee market has grown by 8% in the last 8 months, and the demand for premium coffee has been growing continuously. Nescafe Mistra will appeal to young urban adults who appreciate a relaxing and indulgent coffee experience.
Nescafe Mistra has been crafted by the world’s most renowned coffee experts, and captures the taste and aroma of the finest contemporary coffee beverages. Sure to be a hit among the young adults aged 20 — 39, Mistra is perfect for quiet moments alone, relaxing with friends and taking a break during a hectic day at work or on the town.
Nescafe Mistra comes in four great flavors, Rich Coffee Taste, Milky Royale, Exotic Strawberry and Exotic Tiramisu.
The packaging for Nescafe Mistra is a very stylish metallic colored PET bottle that reflects a modern urban lifestyle. To build awareness among consumers, an integrated marketing campaign has been developed. The campaign includes print ads in newspapers, magazines, radio as well as in store banners and posters. There will also be product sampling in trendy areas around Bangkok.
Nescafe Mistra is available at 7-Eleven outlets nationwide in a 240 ml PET bottle at 28 Baht. In early 2006 Mistra will be on sale at leading supermarkets, hypermarkets, convenience stores and restaurants.
Nescafe Mistra, marketed by Coca — Cola (Thailand) Ltd.
Nescafe Mistra Brand, owned by Beverage Partners Worldwide (Thailand) Ltd. (Beverage Partners Worldwide is a joint — venture between Coca — Cola and Nestle)
Fact Sheet: Nescafe Mistra
Product name:
Nescafe Mistra
Slogan:
Go on Treat Yourself
Product information:
Nescafe Mistra is Thailand’s first collection of premium ready to drink coffees
Unique features:
Nescafe Mistra is a premium gourmet RTD coffee with exotic and stimulating flavors designed to delight your senses & imagination. Nescafe Mistra is imported from Singapore to serve the unmet needs of Thai consumers. Nescafe Mistra has been crafted by the world’s most renowned coffee experts, to capture the taste and aroma of the finest contemporary coffee beverages in order to give consumers a uniquely indulgent coffee experience.
Flavors:
Nescafe Mistra comes in four great flavors:
Mistra Exotic Strawberry: A new adventure in coffee with the sweet aroma and taste that is unmistakably strawberry
Mistra Exotic Tiramisu: A creamy and milky concoction of coffee and the well-known Italian sweet Tiramisu
Mistra Rich Coffee Taste: An authentic full-bodied coffee experience with rich coffee taste and aroma
Mistra Milky Royale: A smooth milky coffee taste that comes from the blend of premium coffee beans with the highest grade milk
Target consumer:
Young urban adults aged 20 — 39, who appreciate a relaxing and indulgent coffee experience.
Packaging & Price:
Stylish metallic colored 240 ml PET bottle that reflects a modern urban lifestyle at 28 Baht Integrated Marketing
Communications:
- Newspaper and magazine ads
- radio
- Point of sales materials (i.e., banners, posters)
- BTS ads
- Billboards
- Product sampling by “Baristas” at trendy areas around Bangkok starting from December 05
Distribution channels:
Modern trade (7-Eleven, supermarkets, hypermarkets and convenience stores)
For more information, please contact
Maxima Consultants Company Tel 0-2434-8300, 0-2434-8547
Suchinda, Saengnapa, Anchalee
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