IntroductionThis 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.ScopeHighlightsReasons to PurchaseGain insight into the methods used by important industry players to give them a competitive edgeIdentify specific areas for operational improvementsCapitalize on the knowledge of experienced companies when entering a new niche or market