My marketing goal is to increase sales of traditionally brewed Folgers coffee while emphasizing convenience and health benefits. This marketing campaign will target excessive coffee drinkers, young people with less money (college students), health-conscious people and people who like to save money. With competition from Keurig and K-cups, traditionally brewed coffee isn't as popular as it once was. The standard large container of Folgers Regular Classic Roast Coffee will brew 270 cups for $17.00. The average 54 k-cup pack can cost anywhere from $30.00 to $40.00 and will only yield 1 cup per k-cup. If someone were to purchase 5 of these packs (which would equal the value of 270 cups of coffee in the Folgers container), it would cost them approximately $200.00, which is a noticeable difference. Because k-cup options can be easier and more convenient to prepare, the traditional way of brewing Folgers coffee may soon become obsolete. Folgers dominated the home coffee market before the rise in popularity of K-cups, but appears to have much more competition in the coffee market since then. Although Folgers created its own line of K-cups and generally continued to do well, it would prefer to see consumer habits retreat to traditional home production, where they had greater market dominance. According to the Seattle Times, “by 2018, market research firm Mintel predicts that consumers will spend nearly as much on coffee pods as they spend on loose-leaf coffee.” This is potentially harmful to the traditionally brewed Folgers brand because traditionally brewed coffee will decline in popularity over time. Our message is to emphasize the price difference to customers and show them that the classic container of c...... middle of paper...... people connect Folgers to healthy living, as well as making our product even cheaper for customers to buy. To receive a free package of traditional Folgers coffee and coupons you should tweet us and tell us why you love Folgers and the hashtag #FolgersCoffeeTour2014. This will help spread awareness to other potential customers and remind people why they love traditional Folgers coffee. At the end of the year we will evaluate our new campaign by examining the number of K-cups sold compared to traditional Folgers coffee. If after a year of testing our new campaign it doesn't seem like the number of k-cups sold is increasing, then our campaign is working. At the end of the year we will also evaluate Folgers' market share, if the market share grows then we know our campaign is working, if it decreases then we know we need to reevaluate our campaign.