8/8/2019 SWOT is the Acronym for S Trengths

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SWOT is the acronym for S trengths, W eaknesses, O pportunities, and T hreats. It is an easy-to- use tool that

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Maxwell House Lost By Ogilvy

By RANDALL ROTHENBERGPublished: May 27, 1989

Less than two weeks after relinquishing its independence to the WPP Group, theOgilvy Group lost another battle yesterday when Kraft General Foods dropped Ogilvy& Mather as its advertising agency for Maxwell House coffee and gave the account to

D'Arcy Masius Benton & Bowles/ New York.

Maxwell House, once America's best-selling coffee, has lost that ranking to Procter &Gamble's Folger's. Last year, Folger's increased its share to 31.8 percent of themarket, up from 28.2 percent in 1986, while Maxwell House's market share declinedto 19 percent, from 20.7 percent in 1986, according to John C. Maxwell Jr., ananalyst with Wheat First Securities in Richmond.

General Foods' total share of the coffee market, including the company's Sanka,Yuban and Brim brands, is now 33 percent. A Bitter Loss

Coming so soon after a merger that its top managers initially opposed, the loss of the

approximately $50 million account is an especially bitter one for Ogilvy. MaxwellHouse was one of the agency's oldest and most prestigious clients. In the 31 years ithas held the account, the agency created memorable television commercialsfeaturing musical percolators and the slogan ''Good to the last drop,'' a lineapocryphally ascribed to President Theodore Roosevelt.

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''Obviously, it's a tough blow for us, but you'll see how tough we really are,'' saidKenneth Roman, the Ogilvy Group's chairman.

Raymond Viault, the president of the Maxwell House Coffee Company, said Ogilvy'smerger into WPP, which also owns the J. Walter Thompson ad agency, had noimpact on the decision to switch agencies.

8/8/2019 SWOT is the Acronym for S Trengths

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''We chose D.M.B.& B. on the basis of the strategy they brought forward and theexpression of that strategy in advertising executions,'' he said. Second Victory in aWeek

Gaining Maxwell House was the second victory in a week for D.M.B.&B./U.S.A. Aweek ago, the agency was selected to handle half of the Burger King Corporation's

$200 million advertising account.

The account review began in February with General Foods asking its four agencies -in addition to Ogilvy and D.M.B.&B., they are Grey Advertising and Young &Rubicam - as well as Leo Burnett for strategic ideas. Burnett demurred, but theothers presented marketing plans and speculative creative work.