Maxwell House Campaign Project


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Centennial College project for Creative Advertising program - Year 2.

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Maxwell House Campaign Project

  1. 1. Maxwell House Instant Coffee A Perkettes Plan
  2. 2. From the beginning… <ul><li>Started in 1892 </li></ul><ul><li>“ Good to the last drop” </li></ul><ul><li>“ Brew some good” </li></ul><ul><li>Haven’t advertised since 2008 </li></ul>
  3. 3. … To the present <ul><li>12.9% Market Share </li></ul><ul><li>#3 competitor </li></ul><ul><li>Competitive Stage </li></ul>
  4. 4. Key Issues <ul><li>Instant coffee perceived as “undesirable” </li></ul><ul><li>Large trend towards “going for coffee” </li></ul><ul><li>Lack of advertising presence </li></ul><ul><li>Maxwell House has a lack of flavour varieties </li></ul>
  5. 5. Marketing Overview <ul><li>Objectives </li></ul><ul><li>Increase market share 2.1% within 12 months </li></ul><ul><li>Increase distribution in retail outlets by 25% within 6 months, 35% within 12 months </li></ul>
  6. 6. Marketing Overview <ul><li>Strategies </li></ul><ul><li>Consumer driven promotions </li></ul><ul><li>Trade promotions </li></ul>
  7. 7. Marketing Overview <ul><li>Positioning Statement </li></ul><ul><li>For women 45-54, Maxwell House is the go to instant coffee brand that delivers the primitive ingredient of 100% pure coffee because only Maxwell House is simply coffee. </li></ul>
  8. 8. Advertising Overview <ul><li>Objectives </li></ul><ul><li>Communicate the benefits of drinking Maxwell House Instant Coffee to target women ages 45-54 by 70% within 12 months </li></ul><ul><li>Encourage trial purchase of Maxwell House Instant Coffee by 50% amongst target market within first 6 months of campaign </li></ul>
  9. 9. Advertising Overview <ul><li>Strategies </li></ul><ul><li>Advertising Heavily </li></ul><ul><li>Experiential Marketing/Sales Promotions </li></ul><ul><li>Event Sponsorship </li></ul>
  10. 10. Advertising Overview <ul><li>Advertising </li></ul><ul><li>Heavily in television, radio, magazines and shopping carts due to target’s involvement with these media vehicles </li></ul><ul><li>Event Sponsorship </li></ul><ul><li>The Canadian Cancer Society’s Relay For Life , a 12 hour overnight walk-a-thon </li></ul>
  11. 11. Advertising Overview <ul><li>Sales Promotion </li></ul><ul><li>Trade Directed </li></ul><ul><li>Performance Allowance </li></ul><ul><li>Consumer Directed </li></ul><ul><li>Location sampling of product </li></ul>
  12. 12. Target Market <ul><li>Females ages 45-54. </li></ul><ul><li>Mothers committed to their work, family and taking care of business around the house. </li></ul><ul><li>Lead a busy life, but in spare time enjoy doing outdoor and recreational activities </li></ul><ul><li>Most comfortable in their blue jeans </li></ul><ul><li>Could care less about fancy coffee beverages </li></ul>
  13. 13. Meet Joan
  14. 14. Media Plan <ul><li>Role of Media Plan </li></ul><ul><li>Build and maintain brand awareness of Maxwell House Instant Coffee amongst Canadian women 45-54 </li></ul><ul><li>Increase and maintain brand loyalty in Ontario and Quebec regions </li></ul>
  15. 15. Media Strategies
  16. 16. Nov 11 Dec Jan 12 Feb Mar Apr May Jun July Aug Sept Oct
  17. 17. Creative Brief <ul><li>Key Problem </li></ul><ul><li>Creative Objective </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Consumer Benefit </li></ul><ul><li>Proof and Support </li></ul><ul><li>Tone and Manner </li></ul><ul><li>Campaign Platform </li></ul><ul><li>Execution Guidelines </li></ul>
  18. 18. And now… <ul><li>Creative Executions </li></ul>
  19. 19. Television 1 2 3 4 1 LIGHT PIANO UNDER AND THROUGHOUT FRIENDLY WOMAN VOICE: Before the Grande-non-fat-soy-extra-hot-2 pump vanilla latte Before coffee had it’s own aisle in the grocery store Before the iced cap
  20. 20. 5 6 7 8 Before instant coffee became a dehydrated chocolate bar There was simply coffee Everything else is evolving, but shouldn’t your coffee just be about the robust, richness of an Arabica bean?
  21. 21. 9 10 Maxwell House understands the simple pleasures in life. Take a moment to enjoy what’s real. Maxwell House, from our house to yours. Instant. Simple. Coffee.
  22. 22. Radio <ul><li>30 Seconds </li></ul>
  23. 23. Magazine
  24. 24. Shopping Cart
  25. 25. Tent
  26. 26. Thank You <ul><li>Questions? </li></ul>