Marketing Currents - Business and Marketing Current Events

With a Slew of New Customers, J.M. Smucker’s Next Task Is Keeping Them (MC)

n line with other major CPG manufacturers, J.M. Smucker has benefited from the surge in consumer demand for packaged food following the outbreak of Covid-19. 

On Thursday, the company behind Folgers coffee and Jif peanut butter reported that net sales climbed to $2.1 billion for the quarter ending April 30, a 10% increase compared to the same period last year. Smucker’s U.S. retail coffee segment grew 11% to $581.6 million, while its consumer foods division increased 22% to $480.5 million.

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Discussion Questions:

  1. What is brand loyalty?
  2. Why is brand loyalty important?
  3. How do you think J.M. Smucker’s attracted so many new customers?
  4. How do you think they can now begin to build brand loyalty with the new customers?
Chris Lindauer

Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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