Kingsford Charcoal Marketing Report Essay examples

Words: 1219
Pages: 5
Open Document
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 …show more content…
About 16 percent of Clorox's sales are derived outside the United States through marketing channels in more than 70 countries.
•Kingsford Charcoal –Kingsford represented one of the largest product groups within Clorox’s portfolio. In 2000, Kingsford represented nearly 9 percent of Clorox’s revenues, and a substantially higher percentage of its net income. Kingsford has a wide product range, which includes the “regular”(blue bags), “instant”(red bags), in 2000, food stores accounted for 66 percent of total charcoal sales; mass merchandisers and Wal-Mart for over 15 percent; dug stores for 2 percent; and club stores and other non-tracked channels accounted for the remaining 16 percent. Regular charcoal represented approximately 75 percent of total shipments
•Brand Management –As a Clorox’s group member, Kingsford share the Clorox’s brand reputation and join in the parent company brand management. Marcilie Smith Boyle and Allison Warren play the Kingsford brand manager role and work three days per week, to understanding customer’s needs, setting business goals, as well as planning and implementation the marketing strategies.
External analysis
Industry: The charcoal briquette category has been declining for years as consumers turn to gas grills. Approximately half of grill owners were heavy to medium users by the late 1990s and charcoal was preferred by die hard grillers, primarily for the flavor imparted in food. The
Show More

Related Documents: Kingsford Charcoal Marketing Report Essay examples

The Kingsford Charcoal Case

Kingsford is a division of Clorox that sells charcoal. Currently it produces 9% of the Clorox revenue. The brand manages Smith Boyle and Warren were faced to make the critical decision that would impact the strategic plan of the Kingsford brand. Charcoal was dominant in the market share. The trend is that they previously enjoyed 1-3% growth in revenues each year. This success came about by the heavy sales and merchandising activities. Their advertising spending was decreased a little under…

Words 796 - Pages 4

Essay about Kingsford Charcoal Case

KINGSFORD CHARCOAL CASE STUDY GB-513 MARKETING MANAGENET PROF. KARL ALORBI SAINT PETER’S COLLEGE, NJ. SUBMISSION DATE: 08/08/2011 SUBMITTED BY: RIDDHI JAJAL TABLE OF CONTENT No | Topic | Page No. | 1 | Executive Summary | 3 | 2 | Key Problems | 5 | 3 | Analysis and Evaluation | 7 | 4 | Recommendation | 10 | 5 | Implementation Plan | 12 | Executive Summary Clorox Company produce 50 different products by 2000, includes different categories such as Household products…

Words 2811 - Pages 12