Case Western Reserve University

Folgers Coffee

Recently Procter and Gamble has announced that it is planning to spin off its Folgers brand of coffees into a free-standing company. It is taking this action because Folgers is one of the slowest growing brands within P&G and its sales have been hurt in recent years by fierce competition from the likes of Starbucks and gourmet coffees.
Managers Problem
How can the Folgers brand increase sales and growth in light of increasing competition from gourmet coffee brands and changing consumer preferences?

Market Researchers Problems
Where and how are consumers drinking coffee?
How do consumers see the Folgers brand in relation to other alternatives?
What segment or segments of the population should Folgers be targeting and how best to reach them.