Folgers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

The J.M. Smucker Company

Coffee - Food and Beverage

Food & Beverages

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

Iconic coffee manufacturer since 1850

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

Housewives, office-going middle-aged population

The coffee which is an integral part of your morning

Below are the Strengths in the 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

Here are the weaknesses in the Folgers SWOT Analysis:

1. Limited global presence of the brand

2. Intense competition means limited brand loyalty

Following are the Opportunities in Folgers SWOT Analysis:

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

The threats in the SWOT Analysis of Folgers are as mentioned:

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

Below are the top 5 Folgers competitors:

1. Maxwell House
2. Starbucks

3. Eight O’Clock Coffee

4. Dunkin’ Donuts

5.Nescafe