Maxwell House

– Please read the files attached for Case study and instructions.

– In the file titled “Case Format and Guidelines”, ALL sections must be covered but the most important one (65% of the whole paper) is the Summary Plan. Please pay extra attention to this section.

– Extra research will be necessary

– Professor wants us to be creative with ideas.

– The 1.5 million budget for “rejuvenation” is specifically for promotion only (see attached PowerPoint class notes that talk about the 5 promotion mix tools: Advertising, Sales promotion, public relations, personal selling and direct marketing). The professor would like us to use a combination of these tools (not necessarily all).