Folgers And Maxwell House Case Study

Expanding Coffee Into Multiple Lifestyle Occasions

Publication Date	October 2007
Publisher	Datamonitor
Product Type	Report
Pages	7
ISBN Number	not applicable
Product Code	DAT08907

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Summary

Introduction

This report on Folgers and Maxwell House forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how these traditional coffee brands have been developed to appeal to a new type of consumer, adding premium elements for a younger age range with more demanding taste.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Catalyst
Summary
Analysis
- Introduction
- Low priced brands go 'premium' to attract a larger customer base
- Targeting existing consumers with products designed for the older generation
- Folgers stomach friendly coffee targets health needs of more mature consumers
- Maxwell House's easy open instant coffee lid appeals to older customer requirements
- Attracting a new generation of consumers with premium products
- Folgers' Gourmet Selections brings a staid brand up to date
- Maxwell House coffees are updated to provide a richer taste
- Marketing low priced coffee pods for in-house and external machines has had varied success
- Folgers pods are promoted in conjunction with P&G Home Caf machines, which have performed less well than expected
- Maxwell House Caf Collection pods are compatible with various machines, exploiting a growing coffee trend
- Marketing coffee as a lifestyle product, using multiple points of contact
- The recipe webpages are designed to broaden coffee's appeal to include non-drinking occasions
- Folgers' Club Membership and Maxwell House Points plan encourage brand loyalty
Appendix
- Case study series
- Methodology
- Further reading
- Ask the analyst
List of Figures
- Figure 1: P&G's Simply Smooth and Kraft's Maxwell House brands