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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Kingsford Charcoal Case Brief Problem Identification and Situation Analysis Clorox Corporation depends upon Kingsford Charcoal as an important revenue (9% in 2000) and net income contributor in the product portfolio. Since the 1980’s Kingsford had enjoyed steady 1-3% growth‚ but summer 2000 revenue was expected to fall short of forecast. The Kingsford brand managers took on a challenge to assess and propose solutions to the first-time overall softening of the charcoal category. The softening
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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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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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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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10/18/13 Kingsford Charcoal Marketing Analysis Kingsford Charcoal Unit 4 12/1/2010 1. Given your analysis of the Kingsford case‚ what are (or reasonably could be) the key drivers impacting the observed trend towards declining growth rates in recent years? How would you prioritize these issues? Make sure that you include your rationale in your answer? There are many reasons that are leading to a decline in growth rate of the entire charcoal category in the years leading up to 2000 and
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Kingsford’s greatest strength is it’s a leading product in the charcoal industry‚ and it has maintained a healthy‚ positive relationship with charcoal consumers. In fact‚ Kingsford had a 59.5 percent market share compared to 6.4 percent of Royal Oak and 32.7 percent of the private brands. In fact‚ Kingsford is considered superior in product quality compared to Royal Oak and private labels‚ and 60 percent of surveyed consumers indicated Kingsford was better quality. One of Kingsford’s greatest weaknesses
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softening situation‚ I believe that Kingsford should increase prices and shift its spending from sales promotion to media marketing in order to improve Kingsford’s profit in the short term and invest more in R&D to create new products in the long term. Pricing strategy plays a key role for Kingsford’s profitability in 2001. Recent price increases for private label brands reduced its price gap with premium brands‚ which eroded the premium brand image of Kingsford (see exhibit 1). Among the four pricing
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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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