The Kingsford Charcoal Case

Words: 796
Pages: 4
Open Document
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 a million. The seasonal products were also factors in the sales boost. They had competitors which produced products like gas grills such as Royal Oak and other private label company who sells other form of cooking. With these competitors, in 1988 …show more content…
“Charcoal production in tropical regions of the world is often perceived to have devastating ecological and environmental effects and governments, public forestry institutions and non-government organizations have been particularly concerned about these charcoal-related impacts. The most commonly cited impact is deforestation, i.e., the clearance of forest or woodland. At a small spatial scale this may indeed be the case but on a larger landscape scale charcoal production most frequently results only in forest degradation. Much of the charcoal in tropical countries is commonly made in traditional earth and pit kilns with a wood-to-charcoal conversion rate of about 20% and in 2009 the contribution of charcoal production to deforestation in tropical countries with the highest rates of deforestation is estimated at less than 7%. A large proportion of the area utilized for charcoal production has the potential for rapid forest recovery especially with good post-harvest management. There are conflicting reports on the effects of deforestation on catchment hydrology with the majority of small catchment studies indicating increased runoff and low evapotranspiration while studies of large basins have shown no such changes. Emissions of greenhouse gases from charcoal production in tropical ecosystems in 2009 are estimated at 71.2 million t for carbon dioxide and 1.3 million t for methane. The failure of past charcoal policies to address environmental impacts and achieve sustainability can be attributed to erroneous assumptions and predictions by national and international organizations regarding wood-based fuels. Possible ways of enhancing charcoal policies’ legitimacy and therefore effective implementation are multi-stakeholder participation and demonstration of coherence with globally recognized principles, goals and relevant international regimes, such as the Millennium Development Goals (MDGs). In this way charcoal production can
Show More

Related Documents: The Kingsford Charcoal Case

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

Kingsford Charcoal Marketing Report Essay examples

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…

Words 1219 - Pages 5