Kingsford Charcoal 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
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Casework Kingsford Charcoal: overcoming the softening in the charcoal category PROBLEM STATEMENT Taking into account the slowdown in the overall charcoal category‚ the main problem of Kingsford Charcoal (KC) is how to determine the right strategy in order to improve its sales and profits and ensure future growth of the company. This strategy has the following issues: 1. How to overcome the penetration of gas grill usage? 2. Increasing advertising - will it help the company to improve the
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competitors: Kingsford is a well known brand of charcoal for barbeque purpose in US. Clorox purchased it in 1973. It accounts for 9% of Clorox’s revenue in 2000. Kingsford only have two main competitors in the market‚ Royal Oak and private labels. Key trend and key success factor: Grilling is a popular event in US. Common reasons for barbecuing are great flavor‚ outdoor social activities‚ change of pace etc. Charcoal and gas grilling are the most common methods. The success of Kingsford is due to discipline
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In 2000‚ the Kingsford charcoal brand was facing revenues below forecasted levels‚ while the charcoal category as a whole was slowing. During this time‚ Kingsford actually increased its market share in the charcoal category‚ however it faced burgeoning competition in the gas grill market. Consequently‚ brand managers Marcilie Smith Boyle and Allison Warren must form a plan involving pricing‚ advertising‚ promotion‚ and production to generate further sales growth Kingsford should not immediately
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managed a large number of staff during my past 22 years of empirical experiences and hands-on knowledge in luxury retailing‚ merchandising‚ buying and designing .With these skill-set‚ I am well qualified to increase the revenue and improve the brand image through thorough organizing and planning in all parts of retailing from designs through point of sale . As we say in New York "if you can make money for me‚ you are hired". Also please Google my name for images and videos. WORK EXPERIENCE
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Date: Kingsford Value Proposition | For (customer)‚ (company) offers its (product)‚ which unlike the (competition) provides the owner with (benefit). | 5Cs | 4 P’s | Customer * Barbeque Grill owners – * 80% of owners were young‚ from large and high income families * > 50% of the owners were MED-HI users * 60% of the owners were men * Popular grilling events – July 4th‚ Labor Day‚ Tailgating | Product * Kingsford Charcoal – for grilling * Invented by Henry Ford
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Tamer Professor Glenn Pitman – MKTG 324 KINGSFORD CHARCOAL CASE STUDY Kingsford is the leading producer of premium segment charcoal grilling products. It is a division of Clorox that sells charcoal and currently generates 9% of Clorox’s revenues. Kingsford products are available nationwide at variety of stores like food stores‚ mass stores and FDMs. The brand is offering two types including instant (red bag) and regular (blue bag). The successful US leader Kingsford has faced challenges in the industry
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Charcoal ANGELICUM COLLEGE Quezon City An Investigatory Project: Charcoal Leaves as an alternative for cooking Presented to: Ms. Rowelyn Molina In Partial Fulfillment of the Requirements in Physics Submitted by: Christine Siatan Edbal Cajilig Laura Coronel Tristan Yapchiongco Japeth Mendoza Ericka Dizon Gabriel Cabacungan Jetrix Jose Abstract Dried leaves are the main material in the project. The purpose of doing the project is to find an alternative if the ordinary is not available. And the researchers
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We keep hearing about managers of different kinds‚ yet we never really know what a manager’s job actually entails. This article will deal with a specific kind of manager - the brand manager. Through this article‚ we will know a little something more about a brand manager and the brand manager job description in detail. Along with that‚ we will also foray into the different brand manager duties and some other brand manager responsibilities. Read the following article to know a little something more
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Linda Harris Brand manager AREAS OF EXPERTISE Increasing brand awareness Category management initiatives Hospitality industry Brand management Brand strategy Market Research Brand compliance Working in the marketing department of a well known cosmetics brand and involved in make recommendations for it’s products range‚ pricing and promotions. Involved in helping to differentiate the company from those of the competitio n. PROFESSIONAL Chartered Institute of Marketing (CIM) Institute of Direct Marketing
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