Folgers SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 4047

SWOT Analysis of Folgers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

The J.M. Smucker Company


Coffee - Food and Beverage


Food & Beverages

Tagline/ Slogan

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


Iconic coffee manufacturer since 1850

Folgers STP


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

Target Group

Housewives, office-going middle-aged population


The coffee which is an integral part of your morning

Folgers SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Folgers :

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


1. Limited global presence of the brand

2. Intense competition means limited brand loyalty


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


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

Folgers Competition


Below are the 5 main Folgers competitors :

1. Maxwell House
2. Starbucks

3. Eight O’Clock Coffee

4. Dunkin’ Donuts


The brandguide table above concludes the Folgers SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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