Bangkok--2 Apr--Mind Touch
NESCAFE announces its major re-structuring plan taking commercial responsibility of NESCAFE Ready-to-Drink Utilizing integrated marketing strategies and strong marketing team to compete in the market
Nestle announces its plan to aggressively penetrate the ready-to-drink coffee market and reinforce its brand leadership both in the world and Thailand by taking over full marketing and distribution responsibility of “NESCAFE Ready-to-Drink” with experienced sales and marketing team starting from April 1, 2007. It’s confident in its organization potential, competent team, distribution strategy and network as well as it product strength as the number 2 leader in the segment.
Nestle (Thai) Limited, the world’s largest food leader, announces its 2007 business direction starting from April 1, 2007, the company will exercise a major change in the marketing and distribution of “NESCAFE” ready-to-drink coffee. It will be solely responsible for the production, marketing and distribution of Nescafe ready-to-drink coffee range including “NESCAFE Extra Rich” focusing on uniquely rich coffee aroma and taste and “NESCAFE Latte” highlighting on its well blended premium coffee and milk taste. Previously, the ready-to-drink coffee range was distributed by Thai Pure Drinks Limited and Haad Thip Public Company Limited and marketed by Business Partners Worldwide (Thailand) Limited (joint venture between Coca Cola and Nestle).
Pattanai Luangtrakul, Category Business Manager — NESCAFE Ready-To-Drink, Nestl้ (Thai) Limited said that during the end of last year, Nestle (Thai) Limited has decided to take over the distribution and marketing of “NESCAFE RTD” range as the company has more experience and expertise in the coffee business. At the same time, it is also the brand owner as well as product manufacturer, therefore, has in-depth understanding of product knowledge and consumers’ need. We are confident that under the new management structure including experienced marketing team, distribution expertise as well as warm welcome and long term relationship with retail network, sales and market share of NESCAFE Ready-to-Drink range under Nestl้’s responsibility will definitely grow.
In addition, the unique selling point of “NESCAFE RTD” is its uniquely rich coffee taste developed by the experts. The brand is internationally recognized for its coffee quality as well as its innovative development in line with consumers’ lifestyle and requirements. For example, in the 3 in 1 Coffee range that Nescafe is No. 1 market leader, the company has launched “NESCAFE Capuccino” last year with the overwhelming positive consumer response. It also recently launched “NESCAFE Protect” new to the world coffee innovation. As a consequence, we believe our ready-to-drink coffee range which has been available in the market for over 10 years and being number 2 leader in the market worth over 8 billion baht with continuous growth rate of 5% per year, has the potential to become the number 1 market leader soon.
For the business plan and marketing strategies in 2007, the company will focus on increasing sales and business growth through Nestle's key distribution channels. At the same time, the company plans to expand its distribution channels so as to increase its coverage in the provincial areas as well as work on strengthening its distribution and retail network.
Additionally, Nestle plans to host variety of marketing activities to set a new consumer trend for ready-to-drink coffee so as to expand its reach toward new target groups. It plans to carry out public relations, marketing activities as well as promotional campaigns to continuously enhance the product awareness and aggressively penetrate the market throughout this year.
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