Folgers SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1352
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SWOT Analysis of Folgers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Folgers

Parent Company

The J.M. Smucker Company

Category

Coffee - Food and Beverage

Sector

FMCG

Tagline/ Slogan

The Best Part of Wakin' Up is Folgers in Your Cup

USP

Iconic coffee manufacturer since 1850

STP

Segment

Ground coffee, Instant coffee, Ready-to-drink packed coffee

Target Group

Housewives, office-going middle-aged population

Positioning

The coffee which is an integral part of your morning

SWOT Analysis

Strengths

1. Decades of experience in roasting and manufacturing coffee since 1850

2. High recall value brand in coffee segment 
3. Successful ad campaigns reinforcing brand position
4. Market leadership in terms of market share

5. Robust distribution and retailer network

6. Strong advertising and marketing through TVCs, print ads

7. Excellent distribution and availability of the brand

Weaknesses

1. Limited global presence of the brand

2. Intense competition means limited brand loyalty

Opportunities

1. Introduction of ready coffee mixes suitable for traveling
2. Export opportunities in overseas market
3. Expansion into other related verticals like ice creams and energy drinks

Threats

1. On-the-go coffee shops
2. Shift of trend from self-brewing coffee to readymade coffee

3. Price of unroasted coffee beans can fluctuate widely in agri-trading markets

Competition

Competitors

1. Maxwell House
2. Starbucks

3. Eight O’Clock Coffee

4. Dunkin’ Donuts

5.Nescafe



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