1、1,Nestl Greater China RegionRTD 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%MSn/a5%MSNo2n/aNo1No1No1No1No1,3,3,3,Premiu
2、m,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 Consumer 目标消费者 Ov
3、erall target: 15-60 year oldCore 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/learningIn office/Home or on the go,MOTIVAT
4、IONS 为什么喝咖啡Functional:Convenience Uplift/Refreshmentstandard taste & mouth feelEmotional Show life style Express identify Self indulgence,BARRIERS 为什么不喝咖啡Unawareness of RTD coffeeTasteExpensiveNon drinkers: Taste, priceHeavy drinkers: Side-effectSouth: Health concern,5,Source: Yuan Ye weekly launch
5、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 the category Strong seasona
6、l 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 value share from 40% (2008) to
7、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 categoryMainland (MT Only),Main growth comes from PETMainland (NPS),PET contributing 30% of total sales,48%,CAGR+73%,9,In store visibilitySamplingAlternative media
8、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 (Indulgence / Breaks),Growth Strategi
9、es 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 Displays1400 stackings100 CVS gondola700 cash counter,Chiller presence, Promotion9
10、5% visibility in fridge in top 4 CVS customer2nd 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 (
11、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,University Campus Beijing,20,Subway stations Hong Kong,21,Admiralty Subway station Hong Kong,22,Double-decker bus Hong Kong,23,RTD Ready To Do !,欢迎支持RTD生意！ 欢迎关注RTD增长！非常感谢！,
