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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Kingsford Charcoal Marketing Plan Introduction: Kingsford Charcoal (“Kingsford”) is the leading brand of charcoal in the United States‚ and one of the largest product groups in the Clorox portfolio. Three out of four households in the U.S. owns a barbecue‚ and grilling has grown in popularity year after year. Kingsford’s revenues grew 1 to 3% annually in the 1980’s and 1990’s. However‚ the summer results in July 2000 were below forecast. The drop in charcoal demand coincided with an increase
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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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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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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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I. MARKETING OBJECTIVES 1) We want to encourage our costumer especially the youth to enjoy eating fruits and vegetables.. 2) To give nutritious and good quality product. 3) To be good competitor in the market. II. MARKETING STRATEGIES Advertising Shabur use print media like tarpaulins for our stall that will post in the school bulletin boards. Personal selling We will promote product by informing students and we will conduct also room-to-room visit to inform them personally about our
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