1、Maxwell House SH TestA Case StudyScenario Before RelaunchCoffee has not yet established to be a popularbeverage 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.ChallengeNescafe is the leading coffee brand in China, whois 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 MaxwellHouse, with a clear role and a distinctive positioning and personalityCloser look at NescafeNescafe was the No.1 media spender in both of98(50%SOS) and 99 (92%SOS) and TV was thetrunk media used;Nescafe 1+2 is advertised product that drives the brand image via TVCs:

4、Target audience: Young white collars, professional brand Promise: Keeps you in the perfect state to perform at work.SH Test ObjectiveIn order to achieve the long term objective forMaxwell House (MH) as a strong no. 2 to Nescafe, a Shanghai Overlay Plan was developed to test & measure MH brand re-pos

5、itioning communication approach in terms of media mix, creative and investment levelRole of communicationEstablish a new, distinctive & fashionable imagefor Maxwell House coffee making it a clear choicefor “creatives” and “fun-seeking” young adults.Brand positioningTo “fun-seeking” and “creative” yo

6、ung adults,Maxwell 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,

7、 and siege every enjoyablemoment 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 timealone.It is extremely important for them that every single moment of the leisure time is s

8、pent with thrills 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 newexcitement and new knowledge.They believe that the accumulation of knowledge and newinformation could help the

9、m to have distinctive views on matters in life and become talking points with friends.During their leisure time, they like to meet with friends at placeslike coffee shops or teahouses. they might exchange their knowledge on new places to go; share thoughts on the latest hot topics; bounce off new id

10、eas they found on the internet; or reminiscing their favorite moments together.StrategyCreate an identity for the brand with which youngadults 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

11、moment.Brand Promise: MH sitmulates the most enjoyableconversations with my friends.Campaign ideaMaxwell House stimulates enjoyableconversations about new ideas and the latest happenings in town.Communication architecture“Whats On” ShanghaiOnline sponsorshipMonthly hot topics &“Whats On” inShanghai

12、TTV, radio sponsorship“Music Motion” MTVsponsorship93 JOY FM Radio5-min. segmentWhere theres Maxwell House, there is enjoyable conversationStimulating enjoyableconversationsthe topics from Sep. - Dec.Sep. - Dec. : fashion & trendy looks: (earrings, shoes,Panda make-up)Dec.

13、: newsy “Y2K”Jan. : product ads - Cafe Chai, Cafe Mochaccino, Cafe Valline, Cafe LatteFeb. :Valentines DayMar.: Japanese popular drama Apr.:Dancing machineMay.: TattooJun.:Making friendsMonthly Print Ads“Gender exchange”“Dancing Machine”“Shoes”“Y2K”Non-traditional media idea- “Whats on” SponsorshipT

14、he idea of media mix is to own “whats on” inthe program sponsorship, which covered theinterested news for “fun-seeker” and “creatives”:30-min TV music motionSH Times whats on page5-min “whats on” segmentin Radio Joy FMSH online entertainment channel sponsorshipWhats on sponsorship- SH Times Whats on

15、 pageWhats on informationCoffee CornerMonthly promotionOnline communicationHot Topic Forum - comments, suggestions for topics, vote for prizesCooperative link to Shanghai Online “Whats ON”Special Monthly PromotionsCoffee info, culture, stories, company infoTracking resultsAchieved significantly posi

16、tive results againstobjectives within a short time and against a dominant brand- Nescafe.Tracking ResultsThe key results in SH test:Apr.2000vs Aug.99Top of mind awarenessBrand Imageryis good to drink with friends 58% is fashionablestimulates interesting thoughts24%+3pp+24pp62%+19ppand ideas51%+18ppi

17、s a brand you feel closer to nowhas lots of interesting flavorsClaimed PurchaseMaxwell House 3 in 144%59%+9pp+15pp10%+6ppBrand profileMaxwell House has built a distinct brand profilefrom NescafeMaxwell HouseNescafe Popular, fashionable, for young people has lots of interesting flavors For people like me a brand you feel close t