Case | Nestle Promotion

2017-07-10

>>>BACKGROUND & AIMS<<<

  • 2016-2017 Nestle Coffee Regular Activities: Conduct continuous education of the consumers in peak season to raise the visibility and recognition of the brand of Nestle Coffee and enhance the effective communication with its consumers. Make sales promotion of the other series of products while increasing the sales of Nestle Coffee 1+2 series.

  • 2017 Nestle Ice Coffee In-Store Activities: Provide coffee for consumers and cultivate their new ways of drinking coffee. Increase the opportunities and frequencies of coffee drinking. In off-season, beat competing products by free -drink activities to increase the sales and market share of Nestle Coffee.

  • 2016-2017 Nestle Coffee Roadshow: Based on the mature consumers in the 1st-tier and 2nd-tier cities, vigorously promote Nestle Coffee in the 3rd-tier and 4th-tier cities. Carry out instructions on drinking habits for consumers to enlarge consumer group. Enhance the brand influence. By Nescafe Coffee Roadshow, the popularity and visibility of Nescafe Coffee have been greatly enhanced, consumer sampling has increased and on-site purchase has climbed.

  • 2017 Nestle Crispy Chocolate Waffle Roadshow: Enhance the overall brand image of Nestle Crispy Chocolate Waffle and popularity of its new brand by taking advantage of new product launch. Encourage the consumers to taste new products and increase their identity toward the product, and effectively increase the sales. Large-scale Nestle Crispy Chocolate Waffle Roadshow Activities have been carried out.  

  • 2017 Nespresso Personnel Management: To look for the best baristas compatible with Nestle Dolce Gusto. What we need is more professional talents. Beyond coffee selling, more Dolce Gusto notions about coffee are to be promoted. It is expected that more people know well of coffee, love drinking coffee and find Dolce Gusto Nespresso coffee to their flavors.


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>>>INSIGHT & STRATEGIES<<<

  • 2017 Nespresso Personnel Management: Seek, cultivate, and motivate Nespresso personnel with good performance salary so that the consumers have personal café-style experience. 

  • 2016-2017 Nestle Coffee Regular Activities: Conduct centralized promotion through multiple channels by the way suitable to the store features in different cities.

  • 2017 Nestle Ice Coffee In-Store Activities: Offer customers with new tasting experience by providing free drink.

  • 2016-2017 Nestle Coffee Roadshow: Gain insights into the consumption features and shopping habits of Bcity consumers; Hold interesting activities to attract target groups to participate in and enhance the cohesion of consumers in NESCAFE area; Carry out stage and off-stage activities in turn at regular time to arouse on-site attention; Enhance the consumers’ intuitive understanding of the products and gain the possibility of on-site purchase after salespersons offering introduction, guidance and free gifts support to purchase; Reach final purchase on site under the drive of preheating activity, discount in limited period and prize drawing.

  • 2017 Nestle Crispy Chocolate Waffle Roadshow: Enable the consumers to experience more beyond good taste and have pleasant moods.

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>>>EXECUTION<<<

  • 2016-2017 Nestle Coffee Regular Activities: Since 2016, more than 10,000 activities have been held in 200+ cities;

  • 2017 Nestle Ice Coffee In-Store Activities: 3084 activities have been held in 27 cities;

  • 2016-2017 Nestle Coffee Roadshow: 485 activities have been held in 45 cities;

  • 2017 Nestle Crispy Chocolate Waffle Roadshow: 63 activities have been held in 45 cities nationwide;

  • 2017 Nespresso Personnel Management: The activities have been held in six cities (Beijing, Shanghai, Hangzhou, Shenzhen, Chengdu and Tianjin) and will be held in more areas in 2017. 

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>>>EFFECTS<<<

  • 2016-2017 Nestle Coffee Regular Activities: Ensure the activities being held in all the shops with the KPI completion rate up to 99%;

  • 2017 Nestle Ice Coffee In-Store Activities: Effectively increase the product sales in off-season;

  • 2016-2017 Nestle Coffee Roadshow: Ensure the activities being held in all the shops with the KPI completion rate up to 100%,winning high recognition from consumers;

  • 2017 Nestle Crispy Chocolate Waffle Roadshow: Ensure the activities being held in all the shops with high rate of on-site purchase and high number of on-site participants, laying good foundation for follow-up new product promotion.

  • 2017 Nespresso Personnel Management: Increase sales by constantly enhancing the product knowledge and professionalism of BAs.


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