• Save
Maxwell House Campaign Project
Upcoming SlideShare
Loading in...5
×
 

Maxwell House Campaign Project

on

  • 2,660 views

Centennial College project for Creative Advertising program - Year 2.

Centennial College project for Creative Advertising program - Year 2.

Statistics

Views

Total Views
2,660
Views on SlideShare
2,647
Embed Views
13

Actions

Likes
1
Downloads
0
Comments
0

1 Embed 13

http://www.linkedin.com 13

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Maxwell House Campaign Project Maxwell House Campaign Project Presentation Transcript

  • Maxwell House Instant Coffee A Perkettes Plan
  • From the beginning…
    • Started in 1892
    • “ Good to the last drop”
    • “ Brew some good”
    • Haven’t advertised since 2008
  • … To the present
    • 12.9% Market Share
    • #3 competitor
    • Competitive Stage
  • Key Issues
    • Instant coffee perceived as “undesirable”
    • Large trend towards “going for coffee”
    • Lack of advertising presence
    • Maxwell House has a lack of flavour varieties
  • Marketing Overview
    • Objectives
    • Increase market share 2.1% within 12 months
    • Increase distribution in retail outlets by 25% within 6 months, 35% within 12 months
  • Marketing Overview
    • Strategies
    • Consumer driven promotions
    • Trade promotions
  • Marketing Overview
    • Positioning Statement
    • 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.
  • Advertising Overview
    • Objectives
    • Communicate the benefits of drinking Maxwell House Instant Coffee to target women ages 45-54 by 70% within 12 months
    • Encourage trial purchase of Maxwell House Instant Coffee by 50% amongst target market within first 6 months of campaign
  • Advertising Overview
    • Strategies
    • Advertising Heavily
    • Experiential Marketing/Sales Promotions
    • Event Sponsorship
  • Advertising Overview
    • Advertising
    • Heavily in television, radio, magazines and shopping carts due to target’s involvement with these media vehicles
    • Event Sponsorship
    • The Canadian Cancer Society’s Relay For Life , a 12 hour overnight walk-a-thon
  • Advertising Overview
    • Sales Promotion
    • Trade Directed
    • Performance Allowance
    • Consumer Directed
    • Location sampling of product
  • Target Market
    • Females ages 45-54.
    • Mothers committed to their work, family and taking care of business around the house.
    • Lead a busy life, but in spare time enjoy doing outdoor and recreational activities
    • Most comfortable in their blue jeans
    • Could care less about fancy coffee beverages
  • Meet Joan
  • Media Plan
    • Role of Media Plan
    • Build and maintain brand awareness of Maxwell House Instant Coffee amongst Canadian women 45-54
    • Increase and maintain brand loyalty in Ontario and Quebec regions
  • Media Strategies
  • Nov 11 Dec Jan 12 Feb Mar Apr May Jun July Aug Sept Oct
  • Creative Brief
    • Key Problem
    • Creative Objective
    • Brand Positioning
    • Consumer Benefit
    • Proof and Support
    • Tone and Manner
    • Campaign Platform
    • Execution Guidelines
  • And now…
    • Creative Executions
  • 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
  • 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?
  • 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.
  • Radio
    • 30 Seconds
  • Magazine
  • Shopping Cart
  • Tent
  • Thank You
    • Questions?