Discussion questions for case Kingsford Charcoal 1. Describe the main challenges faced by brand managers Marcilie Smith Boyle and Allison Warren. Of what relevant trends should they be aware? Main challenges specifically relevant to brand managers at Kingsford Charcoal: * A slow down in the growth in the charcoal category from 4% growth to just 2%, which is only predicted to decline further. *Possibly a symptom of weather conditions or changing consumer trends which lend themselves toward
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Kingsford Charcoal ande Kunal P kunalpande@hotmail.com Prof-‐ Bob Carroll MKM805ms The Charcoal category has seen a loss of 2% from 4% between 1998 -‐2000, this can affect Clorox’s business growth if Kingsford sales and revenue takes a hit. • The unanticipated weather conditions in the United States added to the softening
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Kingsford Charcoal case Kingsford Background and Problem Overview Kingsford, an all-American brand, is the prominent manufacturer of charcoal in the United States. The overall charcoal industry has enjoyed a consistent growth for almost 20 years. However, since the summer of 2000, the overall growth in the charcoal category has suffered from a clear decline; the charcoal category growth has declined from 4 % from 1998 to 1999 to 2 % from 1999 to 2000. Several factors have contributed to that, they
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KINGSFORD CHARCOAL ASSIGNMENT (10 Points) 1. The Kingsford Charcoal case takes place in July 2001. 2. Kingsford’s primary competitor is gas grills. Most people do not want or have the time to spend on getting charcoal ready for grilling; therefore, the concept of convenience, greater control over cooking temperature, shorter cooking times, and ease of clean-up makes the selling points for gas grilling. 3. The two ways for Kingsford to determine variables that segment the market
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Kingsford: To Grill or Not to Grill? That’s not even a question. While certainly not politically correct by modern standards, this photo-illustration reflects the pervasive presence grilling has held in the United States since the 1950s when the Weber Kettle Grill and increasing suburbanization made it a defacto standard of American living. Then again, our modern American stereotype would have a man holding tongs in one hand and a beer in another standing at the grill, which is also not only
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The product managers for Kingsford Charcoal, Marcille Smith Boyle and Allison Warren must devise a plan to increase sales of Clorox’s premier product. Because of increased competition from gas grillers, adverse weather conditions and lack of proper advertising, the seasonal grilling business that Kingsford competes in is facing a downward shift in its product cycle. In addition, stiffer competition from private labels, direct competitors like Royal Oak and increased market share from gas grillers
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Phong Trinh IBM 421 Professor Assumma June 11, 2015 Kingsford Charcoal Case Study Analysis Executive Summary In this case study, we will be analyzing the current position of how well Kingsford is within the marketplace and determine which of the issues are plausible causes in its drop in revenue. We will be creating a comprehensive strategy as well as a marketing plan to evaluate and adjust the matter at hand. First we will begin with identifying the issues and implementing a method to reemphasize
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BUAD479 Chapter Outlines: Chapter 1: * Marketing is an organizational function and a collection of processes designed to plan for, create, communicate, and deliver value to customers and to build effective customer relationships in ways that benefit the organization and its stakeholders * Marketing explained: * Distinct activity in an organization- marketing department * Set of tasks, such as assembling, pricing and promoting, which may or may not be performed by the department
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Kingsford Charcoal Target Market * Since three out of four US households owned a barbecue grill and over 80% of the grill ownership came from “younger, larger, and higher income families”, therefore these types of individuals would be the primary target market. (page 2) * In addition, men would be the ideal gender for the target market since “60% of barbecuers were men.” (Page 2) The men would also be “18-54 - die hard grillers” since after comparing both grilling methods of charcoal and
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Kingsford Charcoal is currently faced with the problems of a shrinking charcoal market, which have culminated in a lack of advertising, narrowing of the price gap, increasing retail prices, and competing with gas grilling. By increasing its advertising budget, maintaining its promotions budget, maintaining product prices, and conveying a message that charcoal is superior to natural gas, Kingsford can reinvigorate the charcoal industry and bring about greater profitability and growth. Currently
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