Preview

Kingsford Charcoal Marketing Report

Good Essays
Open Document
Open Document
1206 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Kingsford Charcoal Marketing Report
Kingsford charcoal marketing report
Kingsford charcoal brand is well known in barbecuing community across United States. Over time, it consists in the message communication and marketing strategies to building and maintaining this strong brand image. But in 2000, Kingsford faced a decline in sales and the category appeared softer than it had in previous years. This report discusses and analyses the issues that Kingsford had, as well as comes out some recommendations to overcoming the softening of the market.

Major issue identified
From Kingsford case, there some problems are reflected: 1. Should Kingsford increase its advertising spending to competing with gas grilling and private brands? 2. Should Kingsford increase its rate of price changing as to increase its revenue? 3. Should Kingsford promote their products during the off-peak seasons to increase its total sales? 4. Should Kingsford target regular users or instant and instant accepters or all of them?
These problems can be summaries to two main issues: * Threats of gas grill trend * Less exposure and promotion * decline in Kingsford market share and market growth rate

Current market situation analysis (see appendix 1) * Internal analysis * External analysis

SWOT Analysis
In order to help Kingsford planning the marketing strategy, the SWOT analysis is necessary to identify the strength and weakness of the internal environment, also the opportunity and threats that existed in external environment.
Strength:
- supported by a strong parent company and share the good reputation of Clorox’s
-maintain a constant price and a very small increase in price every year
-good brand image and high quality of products
-play a market leader role in charcoal industry (nearly 57% of charcoal market)
-different products provided for different segments (regular and instant)
-has established the distribution channel
Weakness:
-Absence of media advertising
-Business was

You May Also Find These Documents Helpful

  • Good Essays

    Kingsford Charcoal Case

    • 1283 Words
    • 6 Pages

    Kingsford Charcoal was first started in the 1920’s by the famous Henry Ford, he created an innovative idea that used wood scraps to turn into charcoal briquettes that would burn longer and hotter than normal wood, a lumberman that was also related to Ford named E.G. Kingsford helped build the first briquettes plant and help get the business started up and commercialized, not too soon after it was bought by an investment group then in 1973 it was purchased by a company called Clorox. As of June 2000 the company Kingsford had 5 plants in the United States with each of those plants exceeding costs of 20 million dollars. The briquettes were packaged into different bags according to their specialty; some were just regular briquettes while others had lighter fluid in them that made them easier to start and user friendly. With the latter product being more expensive, there products were sold in 3 different sizes, 10 pound, 20 pound, and 48 pound bags for consumer reasons. The instant light was sold in 8 pound, 15 pound and 30 pound bags. Kingsford was an integral part to the Clorox Company; it was the leading manufacturer of charcoal and also had the most revenue of all the companies that were part of Clorox. Being part of barbequing Kingsford was a seasonal company with nearly 60 percent of their purchases being between start of spring and to the start of fall, with sells dipping down after that. Kingsford made sure that there product would be in the most viewed parts of the stores that they were sold in, they were put in the end of aisles so that you didn’t have to go deep into the aisle to be reminded that you might need to get charcoal, they wanted it to catch everyone’s eyes, the reason they were able to achieve that display was because there good relationship that they had with the retailers. Dealing with a company that is very seasonal and deals with weather to predict good sales is a big weakness, if they didn’t have good weather on…

    • 1283 Words
    • 6 Pages
    Good Essays
  • Better Essays

    kingsford market analysis

    • 1705 Words
    • 7 Pages

    name recognition into the entire grilling population. Kingsford needs to look at developing products that can be…

    • 1705 Words
    • 7 Pages
    Better Essays
  • Good Essays

    Kudler Fine Food- Eco 365

    • 1093 Words
    • 5 Pages

    Kudler Foods specializes in providing unique and high quality ingredients for the gourmet chef. In an effort to increase profits, the company is interested in adding catering to its service offerings. The success of the catering service offering is dependent on the creation of an appropriate and effective marketing campaign. The market campaign chosen must step up to the plate and make this happen. Things could go as planned but it's highly based on the market team. They have to know what it takes to make this productive so that Kudler can see a profit overall. Kathy Kudler has hired me to review and make some recommendations. This paper is going to analyze how Kudler Fine Foods will maintain and grow with a profit.…

    • 1093 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Kingsford Charcoal

    • 317 Words
    • 2 Pages

    Kingsford should adopt a strategy that achieves two objectives: increase profitability & growth and improve brand awareness. Kingsford should protect its current strong market share, while trying to build a stronger market and hedge against the gaining competition from gas grills.…

    • 317 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Brand managers Marcilie Smith Boyle (HBS MBA Class of 1996) and Allison Warren were getting together for their weekly Kingsford Charcoal ("Kingsford") debriefing meeting in February 2001 at Clorox's corporate offices in Oakland, CA. As the job-sharing brand managers for the $350 million charcoal business, Smith Boyle and Warren had a lot to discuss during their Wednesday "overlap" day. Both women were assigned to the brand in July 2000, just as it became apparent that the summer results were going to come in below forecast. Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1-3 percent in revenues each year. During this time, the charcoal category as a whole had been growing as well. However the summer of 2000 represented the first softening in the overall charcoal category in several years, and Smith Boyle and Warren were tasked with determining the causes and coming up with recommendations.…

    • 4773 Words
    • 20 Pages
    Powerful Essays
  • Satisfactory Essays

    Leveraging the tailgate culture in professional sports is another option the branding team can use in Kingsford’s favor. A popular pregame ritual, 40% of all fans who tailgate gril their food. Kingsford Charcoal’s appeal to the tailgate culture will increase demand in regions where a sporting event is taking place.…

    • 50 Words
    • 1 Page
    Satisfactory Essays
  • Powerful Essays

    The definition of marketing as stated by the American Marketing Association is that: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (marketingpower.com, 2008) Marketing is not a choice but yet an essential part of any business. Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. The company has three locations (La Jolla, Del Mar and Encinitas). Each store has a large amount of retail space located in a stylish shopping center. The stores are stocked with the very best domestic and imported produce (phoenix.edu, 2008). Kudler Fine Foods has decided to explore new options to which they might offer to their customers. This paper will first justify the importance of marketing research in the development of Kudler Fine Food’s marketing strategy and tactics. Next the paper will explain Identify the areas where additional market research is needed.…

    • 1298 Words
    • 6 Pages
    Powerful Essays
  • Best Essays

    The issue being addressed by Chuck Smith, senior brand manager at A.1. Steak Sauce and Marinades, is what defense strategy should they use in their marketing against Lawry’s new steak sauce. There are several alternatives to consider such as price matching or increasing advertising for A.1. Whatever strategy they chose, it needs to be planned out over the course of a weekend so Smith can make a recommendation to management on Monday. A.1. makes 10 percent of its annual sales over Memorial Day week so it is very important that they do not lose those sales especially because A.1. is struggling to meet its 10 percent profit growth target this year.…

    • 2679 Words
    • 11 Pages
    Best Essays
  • Better Essays

    Kathy Kudler used gourmet cooking as a way to relieve stress. But when she found shopping for the ingredients she needed entailed traveling to different locations, Kathy decided to open her own specialty food store that offered the convenience of purchasing the products needed for this type of cooking in one place and providing them at a reasonable price. In this paper we will discuss the importance of marketing research in the development of Kudler Fine Food’s marketing plan and tactics. In this paper we will also identify areas in which there is a need for additional research and analyze the importance of competitive information and analysis in regard to the development of Kudler Fine Food’s marketing plan and tactics.…

    • 1278 Words
    • 6 Pages
    Better Essays
  • Better Essays

    References: Apollo Group 1. (n.d.). Kudler Fine Foods: Sales & Marketing: Market Surveys. Retrieved February 26, 2006, from University of Phoenix Student Web Site: eResource Web Site: https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/Sales/KudlerSM003.htm…

    • 1031 Words
    • 5 Pages
    Better Essays
  • Better Essays

    Kingsford Charcoal Case

    • 2244 Words
    • 9 Pages

    Promotion – what was the best strategy to promote the Kingsford brand? Should Kingsford strive to increase overall grilling events, or just emphasize the Kingsford brand?…

    • 2244 Words
    • 9 Pages
    Better Essays
  • Better Essays

    Albeit A.1. Steak sauce has generated phenomenal profit margins with Kraft and has 46% of the steak sauce market locked up, it does not mean that this top condiment cannot be challenged by other competitor products. Additionally, this is precisely what happened; Lawry’s decided to get the jump on Kraft and launch their product on 1 April. Not thoroughly prepared to deal with this sudden “earth shattering” news(or so it seemed), Kraft has to definitively make brash decisions as to how to deal this situation while also facing profit loses with other product lines. Effectively, all of the designated managers/executives must develop a comprehensible marketing plan to keep their ad for positioning at Publix to appeal to their consumers during the beginning of “grilling” season (Kerin & Peterson, 2010).…

    • 1279 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    A.1 Steak Sauce Defense

    • 1841 Words
    • 8 Pages

    Competitors: Our primary competitor is Heinz 57. They have a market share of 16%. The secondary competitors of our business are private labels. They have a market share of 14%. The rest of the competitors towards our company make up the 16% of the market share. A new rising competitor is Lawry’s with new product, steak sauce.…

    • 1841 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    THIS REPORT AIMS TO PRESENT GLOBAL MARKETING OBJECTIVES, STRATEGIES AND RECOMMENDATIONS TO FUEL 4 WITH THE AIM TO AID THEIR COMPANIES GROWTH AND SUCCESS BY ENTERING A NEW MARKET OVERSEAS.…

    • 2105 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    SWOT represents the output of a marketing audit analysis and is essentially the analysis of the environmental factors and the internal appraisal part of the marketing audit. It stands for Strengths, weakness, opportunities and threats. Assessment of this SWOT factors together with an evaluation of its implications is a key part of objective marketing planning.(G.Lanchester and L. Massingham (1996)…

    • 1025 Words
    • 4 Pages
    Powerful Essays