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.
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