A report found on csnews.com 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]