Agro Perspectiva

Nestlé Professional ‘coffee box roamers’ roll out new Nescafé drink in Senegal

29.07.2010 09:57 "Agro Perspectiva" (Kyiv) — Nestlé Professional extends its strength in the out-of-home industry with the launch of a new Nescafé drink distributed by ‘roaming sales people’ in Senegal. Launched on March 9 in the capital city of Dakar, the Nescafé Ginger and Spice beverage was rolled out to consumers by over 100 newly-recruited Nestlé roaming sales people. In a second launch at the Nestlé Senegal head office, around 100 females joined the street selling initiative on June 8. In a third boost the day after, another 50 males joined in Kaolack in west-central Senegal. A total of 306 roaming sales people sell around 70 cups each per day, while maximising the brand’s visibility and backing Nestlé’s concept of Creating Shared Value in the region. A target of 1,000 roaming sales people are expected to take to selling more Nescafé and Nescafé Ginger and Spice in the out-of-home market before the end of the year. Alain Diop, Nestlé Professional manager for Nestlé Senegal, said: "In our developing market where many small street vendors are actively presenting all sorts of products to the consumers, it is critical for us to reduce the distance and the obstacles which separate us from our consumers; and to be perfectly visible and accessible in order to be chosen first. «On the other hand, because of the high unemployment rate in such environments, there are so many young people very eager to earn a living. Therefore, the new creative concept of the roaming Nescafé sales people, with a box, simply symbolises our permanent efforts to anticipate the needs of our consumers and get the closest possible to them wherever they are.» During a visit to Senegal on July 12, Etienne Benet, Head of Central and West Africa Region, also expressed his vision for a combined effort of consolidation from Nestlé Professional and Nescafé to encourage the roll out of the roaming sales plan in other countries of the region. Another initiative which maximises visibility for the Nescafé brand, is the ’Nescafé Grains club’ was launched in June 2010. Meeting to share ‘Nescafé moments’, the group has around 10,000 members, including 220 Nescafé direct sellers. Each direct seller — recruited by Nescafé in Dakar and in the North of Senegal — receives the product from Nestlé’s distributor and sells directly to the consumers in their homes with cup tasting and personalised communication. From August 2010, a total of 430 direct sellers will be recruited at national level and in Gambia. Thanks to the combined work of Nestlé Professional and Nescafé retail direct sellers, sales of Nescafé Classic are maximised and the speed of new products to market are improved, in particular the new African Coffee range. The Nestlé Professional beverages division provides the commercial and institutional restaurant industry with branded hot and cold non-carbonated drink solutions under brands such as Nescafé, Coffee-mate, Nesquik, Nestea and Nestlé. Globally, Nestlé Professional is present in over 100 countries with over 10,000 employees.