The Marketing Doctor Says:

Smuckers Buys Folgers 

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Folks, some quick branding news.  Smuckers is buying Folgers the largest coffee company in the United States –a move that will double Smuckers’ size and make it the largest coffee company in the United States (here’s the story).  Smuckers is best known for its jams (and brilliant tagline: with a name like Smuckers, it has to be good”), but where they have really excelled is in building their business in a number of food-related areas and dominating the respective markets with excellent branding.

 
As one commentator puts it: “Smuckers knows the supermarket aisle.”  This is the kind of practical knowledge that too many marketers overlook because it’s the “unglamorous” side of marketing.  But if you understand distribution –specifically how your target market will purchase your brand—  and combine this knowledge with all the other aspects of successful marketing like strong brand identity, smart advertising, coupons and above all knowing who your target market is (beyond distribution)… there will be no beating you! 

 
Smuckers brands work so well because they get this and do all of it very, very well.  So the Marketing Doctor’s take on this one is very optimistic.  It seems like great branding sense and I’m not one to bet against a company that started as a cider mill in Ohio and now rakes in 4.7 billion annually as a global food conglomerate!

And, remember, it’s always easier when you keep marketing in mind.