奥美Maxwell House SH Test A Case Study028.ppt

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 regionally. 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 create 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: 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 share thoughts on the 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 or experience, mh will help to make it a great moment. brand promise: mh sitmulates 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 “whats on” shanghai online sponsorship maxwell house online print ads monthly hot topics & “whats on” in shanghai times tv, radio sponsorship “music motion” mtv sponsorship 93 joy fm radio 5-min. segment where theres maxwell house, there is enjoyable conversation stimulating enjoyable conversations the 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 latte feb. :valentines day mar.: japanese popular drama apr.: dancing machine may.: tattoo jun.: making friends monthly print ads “gender exchange” “shoes” “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 page 5-min “whats on” segment in radio joy fm sh online entertainment channel sponsorship whats on sponsorship - sh times whats on page monthly promotion coffee corner whats on information online communication hot topic forum - hot topic forum - comments, suggestions for comments, suggestions for topics, vote for prizes topics, vote for prizes special monthly promotions special monthly promotions coffee info, culture, stories,coffee info, culture, stories, company info company info cooperative link tocooperative link to shanghai online shanghai online “whats on” “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.99 top of mind awareness24%+3pp brand imagery is good to drink with friends 58%+24pp is fashionable62%+19pp stimulates interesting thoughts and ideas51%+18pp is a brand you feel closer to now44%+9pp has lots of interesting flavors59%+15pp claimed purchase maxwell house 3 in 1 10%+6pp brand profile maxwell house has built a distinct brand profile from nescafe maxwell housemaxwell house nescafenescafe popular,popular, fashionable, fashionable, for young people for young people has lots of interesting flavors has lots of interesting flavors for people like mefor people like me a brand you feel close to a brand you feel close to good value for money good value for money business results in 1999, the coffee business reversed the negative trend driven