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1、Maxwell House SH Test A Case Study,Scenario Before Relaunch,Coffee has not yet established to be a popular beverage in China.The habit of tea drinking is strongly ingrained.Current Coffee Market is a two-brand(Nescafe and Maxwell House)market,other coffee brands tend to key either locally or regiona
2、lly.Maxwell Houses historical communication effort reflected inconsistent positioning and image.,Challenge,Nescafe is the leading coffee brand in China,who is very established and taking up 76.1%share.Maxwell House has always been seen as a distant second brand in terms of quality and image.To creat
3、e a compelling vision for Maxwell House,with a clear role and a distinctive positioning and personality,Closer look at Nescafe,Nescafe was the No.1 media spender in both of 98(50%SOS)and 99(92%SOS)and TV was the trunk media used;Nescafe 1+2 is advertised product that drives the brand image via TVCs:
4、Target audience:Young white collars,professionalbrand Promise:Keeps you in the perfect state to perform at work.,SH Test Objective,In order to achieve the long term objective for Maxwell House(MH)as a strong no.2 to Nescafe,a Shanghai Overlay Plan was developed to test&measureMH brand re-positioning
5、 communication approach in terms of media mix,creative and investment level,Role of communication,Establish a new,distinctive&fashionable image for Maxwell House coffee making it a clear choice for“creatives”and“fun-seeking”young adults.,Brand positioning,To“fun-seeking”and“creative”young adults,Max
6、well House is the brand of hot coffee beverage that is best to enjoy with friends because its stimulating tastes and unique flavors enliven the mind and the senses.,Creative target-“fun-seekers”,They devour everything new,trendy,exciting,and FUN.They believe to live life to the full,and siege every
7、enjoyable moment in life.They always keep their eyes wide open on new excitement.Their curiosity has driven them to be adventurous.They hang out with friends a lot and never spend leisure time alone.It is extremely important for them that every single moment of the leisure time is spent with thrills
8、 and laughter.They love music,especially pop music both local and abroad.,Creative targets-“creatives”,For the”creatives”,an enjoyable lifestyle should be filled with new excitement and new knowledge.They believe that the accumulation of knowledge and new information could help them to have distinct
9、ive views on matters in life and become talking points with friends.During their leisure time,they like to meet with friends at places like coffee shops or teahouses.they might exchange their knowledge on new places to go;share thoughts on the latest hot topics;bounce off new ideas they found on the
10、 internet;or reminiscing their favorite moments together.,Strategy,Create an identity for the brand with which young adults can readily identify.Wherever&whenever young people get together to exchange&share their favorite topics or experience,MH will help to make it a great moment.Brand Promise:MH s
11、itmulates the most enjoyable conversations with my friends.,Campaign idea,Maxwell House stimulates enjoyable conversations about new ideas and the latest happenings in town.,Communication architecture,Where theres Maxwell House,there is enjoyable conversation,Stimulating enjoyable conversations,the
12、topics from Sep.-Dec.Sep.-Dec.:fashion&trendy looks:(earrings,shoes,Panda make-up)Dec.:newsy“Y2K”Jan.:product ads-Cafe Chai,Cafe Mochaccino,Cafe Valline,Cafe LatteFeb.:Valentines DayMar.:Japanese popular dramaApr.:Dancing machineMay.:TattooJun.:Making friends,Monthly Print Ads,“Gender exchange”,“Sho
13、es”,“Y2K”,“Dancing Machine”,Non-traditional media idea-“Whats on”Sponsorship,The idea of media mix is to own“whats on”in the program sponsorship,which covered the interested news for“fun-seeker”and“creatives”:30-min TV music motion SH Times whats on page5-min“whats on”segment in Radio Joy FMSH onlin
14、e entertainment channel sponsorship,Whats on sponsorship-SH Times Whats on page,Monthly promotion,Coffee Corner,Whats on information,Online communication,Hot Topic Forum-comments,suggestions for topics,vote for prizes,Special Monthly Promotions,Coffee info,culture,stories,company info,Cooperative li
15、nk toShanghai Online“Whats ON”,Tracking results,Achieved significantly positive results against objectives within a short time and against a dominant brand-Nescafe.,Tracking Results,The key results in SH test:Apr.2000vs Aug.99Top of mind awareness24%+3ppBrand Imageryis good to drink with friends58%+
16、24ppis fashionable62%+19pp stimulates interesting thoughts and ideas51%+18ppis a brand you feel closer to now44%+9pphas lots of interesting flavors59%+15ppClaimed PurchaseMaxwell House 3 in 1 10%+6pp,Brand profile,Maxwell House has built a distinct brand profile from Nescafe,Maxwell House Nescafe,Popular,fashionable,for young people has lots of interesting flavors,For people like me a brand you feel close to good value for money,Business Results,In 1999,the coffee business reversed the negative trend driven by coffee mix successful re-launch and the momentum is building into 2000.,
