Marathon Ashland Petroleum Fills it Up with Folgers

Oct 04, 2002

A report found on today says that Marathon Ashland Petroleum (MAP) is rolling out the Procter & Gamble “Folgers Cafe” program to all its convenience stores by January 2003.

“We firmly believe powerful national brands like Folgers communicate quality and are valued greatly by our consumers,” said Mary Ellen Peters, MAP senior vice president, marketing. “As the cornerstone of MAP’s Marathon brand marketing strategy to partner with major consumer brands, the Folgers program will greatly enhance the ability of our reseller customers to participate in the growing, high-value, early morning part of the convenience store business.”

Moderator’s Comment: Are retailers in the coffee-service
business better served by partnering with a national brand such as the Folgers
Cafe or by seeking to brand their own program?

The association with a recognized brand accepted by consumers
certainly minimizes the downside for a retailer. On the other hand, self-branded
can offer a world of upside potential (see Starbucks). [George
Anderson – Moderator

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