BABY & Me Wet Sampling SOP

Brand : BABY & Me

Target Audience: Pregnant and Lactating (breastfeeding) Mothers

Event Start date: January 2016

The Brief
Background:

Nestlé is the market leader in the Infant Formula and Infant Cereals categories in India. In
line with our commitment at Nestle India to provide best in class nutrition products to
consumers and engage with consumers during the journey of pregnancy through infancy
right up to toddlerhood, Nestlé BABY & ME Maternal Nutrition supplement for pregnant
women and lactating mothers was launched here in December, 2011. Some details of the
brand are given below:

Brand: Nestlé BABY&me

Format: Nutrition Supplement Powder

Reconstitution: To be mixed with milk Nestlé A+ only

Flavor: Delicious Vanilla

Objective:
 To seek permission (using legally aligned format) & conduct Wet sampling of
BABY&me across private clinics/hospitals with pregnant and lactating mothers
 To disseminate product information and gather feedback on a number of
parameters (taste/perception/etc.)

Structure:

Modalities :
 Free wet sampling is conducted inside private clinics/hospitals
 Maternal Nutritional Counseling and Consumer Communication

Duration:
Monday to Sunday
 Mornings: 10:00 A.M to 1:00 P.M
 Evenings 4:00 P.M to 8:00 P.M

Preferred regions:

 TOWNS:
o Identified key contribution towns for BABY&me in each branch
o 10-15 clinics per city
  BOOTH PLACEMENT:
o The activity is to be carried out strictly INSIDE the clinics/hospitals
o INSIDE the clinic/hospital, the sampling tray needs to be placed and served to
the consumers along with a standee.

3rd party agency Deliverables:

1. Qualified nutritionists for nutritional counseling

a. M.Sc in nutrition or
b. Diploma in nutritional dietetics from a reputed institute; and
c. Minimum 1 year work experience in a hospital or maternity home

2. Activation In-charge from the sampling agency

a. One activation In-charge preferable male , smart and presentable

3. Sampling Kit
 Mini Sampling Booth
 Beaker
 Stirrer
 Measuring spoon
 Small white tray

Ingredients Required:
 Baby & Me : 1 Sample Sachet (100 gm) or 400gm BABY & Me Sale Pack
 Nestlé milk (UHT) : 200 ml Nestle A+ or 1 litre (chilled)
 All the products should have shelf life of more than 25%

Recommended MOP

 Method:
1. Mix 35gm sample of Baby & Me with 200 ml Nestle A+ UHT Milk in a beaker by
stirring and serve on the spot.
2. Discard the left over Nestle A+ milk and BABY&me powder from the sample pack
at the end of the day/activity