Kingsford charcoal marketing report

Case Analysis-Kingsford Charcoal Essay Executive Summary As a result of the case analysis, it has been determined that Kingsford has seen diminishing sales from to due to several factors, including a shrinking charcoal grilling industry, competition on the part of major rivals like Royal Oak and private label brands, insufficient price increases in comparison to competitors, increasing popularity of gas grilling as opposed to charcoal and a lack of advertising on the part of Kingsford.

Kingsford charcoal marketing report

Brand Managers Marcilie Smith Boyle and Allison Warren must sift through a wealth of data and conflicting opinions to take the brand to "a new level of growth and profitability.

2018-2023 UK Wood Charcoal Market Report (Status and Outlook)

Analyze the competitive and market situation facing Kingsford. What are the most important competitive threats and opportunities, and how should Kingsford address them?

Propose a marketing plan for Kingsford Charcoal in the next twelve months.

Kingsford charcoal marketing report

This should address both strategy target market, positioning and tactics marketing mix. What have they learned?

What have they missed? Do you agree with their conclusions? From in-depth analysis of why Kingsford sales had dropped, it appeared that in response to increase in prices of Royal Oak and other private labels, channel partners increased prices of Kingsford to consumers.

It was despite Kingsford not increasing prices. It was believed that some of the consumers negatively reacted to charcoal price increases and switched to gas grilling. The category was further weakened by absence of advertising because of which there was no charcoal message on the air.

Kingsford charcoal marketing report

This trend was further exacerbated by a reduction in promotional activity across the category. Initially there were promotional efforts from Royal Oak, but these were pulled back during A final factor which contributed to weakening of category was weather.

The year witnessed more rainfall and major drop in temperatures. Since grilling is positively associated with mild temperatures, cold weather reduced opportunities for grilling occasions. Kingsford faces competition within the industry from gas grilling and within the charcoal industry from Royal Oak and many other private labels.

Given this preference, Kingsford has opportunities to increase excitement around grilling Solution Summary The solution includes a plan for Kingsford charcoal and an analysis of competitive marketplace.Mar 29,  · “As the leading charcoal brand and wholly owned subsidiary of The Clorox Company, a champion for sustainability, we found Kingsford to be an excellent partner for the GreenFlame charcoal lighter fluid formulation,” said David Anderson, global vice president of marketing, Green Biologics.

Since the s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year.

Market Research Reports, EMEA(Europe, Middle East and Africa)Charcoal Grills Market Report

During most of this time, the charcoal category as a whole grew as well. In this report, we will be analyzing the current performance of Kingsford in the marketplace and identify the main cause of revenue deterioration.

Thereafter, a comprehensive strategy and marketing plan will be presented. We will begin with identifying current business orientation of Kingsford.


Then. Charcoal is widely used as a fuel in barbecue cooking; thus, the expansion of barbecue restaurant business continues to drive the growth of the charcoal market in North America. Industry analysis & Market Report on Charcoal is a syndicated market report, published as Global Charcoal Market Insights, Forecast to It is complete Research Study and Industry Analysis of Charcoal market, to understand, Market Demand, Growth, trends analysis and Factor Influencing market.

Marketing Plan: Kingsford Charcoal US i 1. EXECUTIVE SUMMARY This report critically reviews Kingsford Charcoal’s (Kingsford) approach to marketing.

In this report, as a marketing consultant to Kingsford, Integral Bussi have recommended an improved marketing plan to add value to Kingsford’s present market share, sales and profitability.

Kingsford Charcoal Case Study Solution and Analysis of Harvard Case Studies