MaxwellHouseSHTestACaseStudy教学幻灯片讲义.pptVIP

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 House’s 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