KINGSFORD CHARCOAL CASE STUDY
GB-513 MARKETING MANAGENET
PROF. KARL ALORBI
SAINT PETER’S COLLEGE, NJ.
SUBMISSION DATE: 08/08/2011
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 such as glad, water filters (Brita), cleaning products, auto care; Specialty products such as charcoal and lighter fluid; and International products such as dressing and sauces. Kingsford Charcoal is the one from Clorox’s products and mostly used
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* The price gap across the various charcoal brands as a result of a series of private label price increases that the channel had passed along to consumer. Prices rarely moved more than 5% over the course of the year, by the end of 2000; the prices of private label bags and Royal Oak were nearly 10% higher than they were in 1999 across all channels, the biggest jump in years. Kingsford remained consistent with their price, now in this year Should Kingsford raise the prices for both regular and instant or not? How much percentage of hikes in price is safe? If price rose, would retailers pull back on merchandising support that they have been giving to Kingsford over the last several years? Would consumer buy the product after hike in price? While from the perspective of Sales; Kingsford’s sales team working with retailers over last several years to increase promotion of Kingsford, particularly at the expense of Royal Oak. If they hold off on any price increases for another year, there might be possibility to convince more chains to focus distribution and merchandising. And without justification of hike price may damage the relationship with consumers and retailers.
* The two options are gas and charcoal, and in this grill master's opinion the charcoal one is the better option for traditional outdoor cooking. Charcoal grill gives the broad range of temperatures you can achieve; a gas grill cannot