Kraft Canada Maxwell House "Brew Some Good"

Maxwell House, the coffee leader in Canada, was losing relevance and market share to competitors. Reseach showed users felt positive about the brand, but not excited, and that occasional users did not think it tasted different from other brands.

Kraft Canada Maxwell House “Brew Some Good”

BUSINESS SITUATION:

Maxwell House is the coffee leader in Canada but it was losing relevance and market share

Maxwell House (MH), Canada's #1 coffee player has been Canadian's favourite coffee brand for more than 100 years. Over the recent years, Private Label, Folgers and Melitta as well as the introduction of away from home brands – Starbucks and Tim Horton's – into the retail (grocery) environment have encroached on MH leadership position. Prior to the repositioning, MH had suffered market $ share loss from 22.3% in 1994 to a low of 18.1% in...

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