奥美MaxwellHouseSHTestACaseStudy028

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 re

2、gionally. 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.

3、 to create a compelling vision for maxwell house, with a clear role and a distinctive positioning and personalitycloser 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 im

4、age via tvcs: target audience: young white collars, professional brand 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 & mea

5、sure mh brand re-positioning communication approach in terms of media mix, creative and investment levelrole of communicationestablish a new, distinctive & fashionable image for maxwell house coffee making it a clear choice for “creatives” and “fun-seeking” young adults.brand positioningto “fun-

6、seeking” and “creative” young 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 beli

7、eve to live life to the full, and siege every 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 singl

8、e moment of the leisure time is spent 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 new excitement and new knowledge. they believe that the accumulation of knowledg

9、e and new information could help them 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 places like coffee shops or teahouses. they might exchange their knowledge on new places to go; share thoughts on the

10、 latest hot topics; bounce off new ideas they found on the 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

11、or experience, mh will help to make it a great moment. brand promise: mh sitmulates the most enjoyable conversations with my friends. campaign ideamaxwell house stimulates enjoyable conversations about new ideas and the latest happenings in town. communication architecture“whats on” shanghai online

12、maxwell house onlineprint adsmonthly hot topics &“whats on” inshanghai timestv, radio sponsorship“music motion” mtv sponsorship93 joy fm radio5-min. segmentwhere theres maxwell house, there is enjoyable conversationstimulating enjoyable conversations the topics from sep. - dec. sep. - dec. : fas

13、hion & trendy looks: (earrings, shoes, panda make-up) dec.: newsy “y2k” jan. : product ads - cafe chai, cafe mochaccino, cafe valline, cafe latte feb. :valentines day mar.: japanese popular drama apr.: dancing machine may.: tattoo jun.: making friends monthly print ads“gender exchange”“shoes”“y2

14、k”“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 page 5-min “whats on” segment in radio joy fm sh o

15、nline entertainment channel sponsorshipwhats on sponsorship- sh times whats on page monthly promotioncoffee cornerwhats on informationonline communicationtracking results achieved significantly positive results against objectives within a short time and against a dominant brand- nescafe.tracking res

16、ults the key results in sh test: apr.2000vs aug.99top of mind awareness24%+3ppbrand imageryis good to drink with friends 58%+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%+6ppbrand profile maxwell house has built a distinct brand prof