RTD Coffee.ppt

1、1,Nestl Greater China Region RTD Business Unit Overview,September 2010,2,300 (based on 35% growth over next 4 years),GCR possibly largest RTD NESCAFE winning opportunity,Euromonitor (Million-Liter) China Canadean,Top 10 Biggest Market Size Countries (2008),5%MS n/a 5%MS No2 n/a No1 No1 No1 No1 No1,3

2、,3,3,Premium,Economic,Market VOLUME Growth 09 Vs. 08,Bubbles indicate size in Mio liters 2009,Source : Canadean / Nestle Best estimate,Average Selling Price (RMB per liter) *,Dynamic RTD pulled by healthy beverages RTD coffee growing premium niche,White Milk,4,RTD Consumer understanding,Target Consu

3、mer 目标消费者 Overall target: 15-60 year old Core target: Young consumers 18-35 year old, 18-22 students ; 23-35 young professional Living in urban area with higher income, They are RTD drinkers,non coffee rejectors. Key occasion 关键场合 Afternoon of working days during working/learning In office/Home or o

4、n the go,MOTIVATIONS 为什么喝咖啡 Functional: Convenience Uplift/Refreshment standard taste & mouth feel Emotional Show life style Express identify Self indulgence,BARRIERS 为什么不喝咖啡 Unawareness of RTD coffee Taste Expensive Non drinkers: Taste, price Heavy drinkers: Side-effect South: Health concern,5,Sour

5、ce: Yuan Ye weekly launch tracking,Quite some competitors and more coming,6,RTD Coffee Category Dynamics,2005,2015,Projections based on multi country category understanding,2010,Category x3,Category x3,NESCAFE RTD 30% MS,NESCAFE RTD 50% MS,NESCAFE RTD 60% MS,7,NESCAFE RTD and AHA (L2M) are pulling t

6、he category Strong seasonal peak in 2010,Take over from Coca-Cola,Sales Value 0000 RMB,Summer Peak,CNY,CNY,Summer Peak,CNY,Summer Peak,Source: CNCS data - POS scan data in all sampled stores nationwide,Modern Trade Only,8,RTD Mainland Growth engine for past 2 Years,40%,53%,60%,CAGR +20%,Growing valu

7、e share from 40% (2008) to 61% (June 2010) Tin can from 44% to 77% and PET from 0% to 55% Leader in every region including Shanghai & East,NESCAFE RTD pulling the category Mainland (MT Only),Main growth comes from PET Mainland (NPS),PET contributing 30% of total sales,48%,CAGR +73%,9,In store visibi

8、lity Sampling Alternative media Seasonal peaks,Focus top 5 cities (c10 FTE) Business Development in top 15/20 cities (c25 FTE) Focus on Gold Accounts,Trial,Innovation,Distribution,Can renovation to recruit coffee drinkers (Stimulation / Overtime) PET / Cup innovations to recruit RTD bev. drinkers (I

9、ndulgence / Breaks),Growth Strategies focused on increasing penetration,10,Successful launch in CVS in Shanghai with proper planned Path-To-Purchase,Out of Home/ Outside Store,Inside Store,In Aisle / On Shelf,Home,150 OOH panels Promotional Ads,Instore Displays 1400 stackings 100 CVS gondola 700 cas

10、h counter,Chiller presence, Promotion 95% visibility in fridge in top 4 CVS customer 2nd bottle 50% off in over 4000 outlets,3500 Poster CVS,11,Occasion campaign works well“NESCAFE RTD with you, anytime, anywhere”,12,Taste-focused advertising to introduce Innovation / Renovation,PET Mainland “Silky Smooth”,Tin can Hong Kong “Choose your (bean) taste !”,13,Subway Guangzhou,14,Carrefour Hypermarket Beijing,15,Hypermarket cash-counters Beijing,16,Customized activation in every store format,HM,CVS,SM,HM,17,Bus shelters Guangzhou,18,Office building Shenzhen,19,Un