Kingsford Charcoal Case Brief Problem Identification and Situation Analysis Clorox Corporation depends upon Kingsford Charcoal as an important revenue (9% in 2000) and net income contributor in the product portfolio. Since the 1980’s Kingsford had enjoyed steady 1-3% growth‚ but summer 2000 revenue was expected to fall short of forecast. The Kingsford brand managers took on a challenge to assess and propose solutions to the first-time overall softening of the charcoal category. The softening
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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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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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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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Charcoal. Charcoal is one of the best substances to absorb smells. You will find that charcoal is used in many air and water filters. Grab a chunk of charcoal‚ the ones you use to grill will work fine‚ leave the charcoal in the car for a few days‚ and you will soon find the smells have gone away because they are absorbed into the charcoal. In this investigatory project its main purpose is to find out if how can charcoal be used as a filter and how does it work? Since charcoal is made out of carbon
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CHAPTER ONE Literature Review 1.0 Introduction Charcoal is defined as dark grey residue consisting of impure carbon obtained by removing water and other volatile constituents from animal and vegetation substances [1] or a black grey form of carbon‚ produce by heating wood or other organic substances in enclosed space without air. Charcoal is basically composed of tiny particles or carbon[2] which is usually produce by slow pyrolysis‚ heating of wood‚ sugar‚ bone char‚ or other substances in the absence
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