The Art of Grilling After coming home from a long day of going to classes and studying there is one thing that I especially look forward to. Some people may want to go grab a beer or turn on the T.V and lounge around‚ but my vision of a perfect evening is one spent in front of a grill‚ cooking whatever it is I’ve chosen for dinner. I’m not sure why I like to grill so much but my guess would be because my dad loves to. I’m from Tampa so it was never to cold to grill and a day rarely passed
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Grilling is similar to broiling‚ the primary difference is that grilling is cooked “over” a direct dry heat source on a gridiron (open wire grid) or a griddle (flat plate); whereas broiling‚ cooks food “from above.” Grilling uses a hot surface to cook foods‚ which creates a distinct aroma and flavor through a chemical process known as the Maillard reaction. The Maillard (pronounced “my-YARD”) reaction typically occurs when temperatures reach 285 F – 310 F or higher‚ causing the proteins in
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biggest reason and the toughest for Kingsford to combat is the gas grill. The perception of gas grilling as easier‚ faster‚ and almost the same taste as charcoal grilling has hampered the charcoal category. With the emphasis on “green” living and environmental consciousness‚ charcoal and charcoal production and its negative effect on the environment‚ is another reason people are turning to gas grilling. Gas grill shipments grew 8 percent in 2000‚ while charcoal grill shipments dropped 3 percent
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Case Study Analysis: Kingsford Charcoal | MGMT 563 Marketing Management September 18‚ 2012 | Cheryl Banks‚ Jacqueline Robinson‚ Mabel Tsahey‚ Stephanie White | History Charcoal grilling is an American tradition that brings communities together through a shared celebration of food. An important aspect of grilling is food preparation and charcoal is used to heat and cook food. Established in the 1920’s by Henry Ford and his relative E.G. Kingsford‚ the purpose of charcoal briquettes was to burn
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Competition – is Kingsford competing against other charcoal manufacturers‚ gas grills manufacturers‚ or a combination of both? 4. Promotion – what was the best strategy to promote the Kingsford brand? Should Kingsford strive to increase overall grilling events‚ or just emphasize the Kingsford brand? 5. Capacity – if the Kingsford business could be grown substantially‚ is the current manufacturing capacity adequate in the near-term? Long-term? I.1 Goals I determined that the specific goals
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Capitalize on the need for savings by offering grilling with a Weber product as the solution to expensive restaurant dinners * Offer the value added proposition that grilling with Weber products unites the family Target Audience The target audience is the American family feeling the pain brought on by the recession. Although men‚ at 61%‚ still account for the majority of the grilling in the United States more and more families are opting for grilling as an alternative to increased food prices and
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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 in demand for gas grills‚ due to the convenience of faster cooking and easier cleanup as compared to charcoal grills. Charcoal grilling beats gas grilling in taste tests 2-to-1‚ but there may not be enough knowledge
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Kingsford Charcoal Case Alex Lau Marketing Management Professor Wright 3/26/2013 Introduction Grilling is engraved in American culture as well as a highly seasonal activity. Kingsford Charcoal is in the business of selling charcoal for grills. Even though Kingsford increased its market share in 2000‚ their forecast indicates they will not reach the initial revenue mark. With the charcoal market’s growth slowing‚ and the gas grill market gaining market share‚ Kingsford needs to revise its
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price gap between competitors and lead to decreased brand awareness. Kingsford is also seen as a seasonal product with nearly 60 percent of purchases happening between May and September‚ which is limiting for sales volume throughout the year. The grilling industry is also heavily dependent on good weather‚ and bad weather can directly affect its’ sales. Kingsford is particularly vulnerable because it is heavily reliant on displays and promotional items to remind people it’s a beautiful day to grill
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share to gas grilling which is more convenient‚ has shorter cooking time and easier to clean up. Outdoor grilling is a booming activity in modern USA‚ which provides excellent opportunity for market growth. Thus‚ we will present an overall marketing strategy and establish core marketing activities to boost its profitability and MBAs. We will then attempt to re-strategize marketing mix to help Kingsford back on its track. The real challenge is to attract more people to charcoal grilling from gas grilling
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