This website uses cookies to ensure you have the best experience. Learn more

A Review Of Kingsford Charcoal's Marketing Approach

5041 words - 21 pages

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. The recommended marketing plan is formulated using a five-step process: analysing the current situations, identifying the issues, defining the objectives, determining strategies and an action plan to implement these strategies.

The report emphasises the importance of marketing in businesses. It has become clear that the companies without a marketing mindset will be at a disadvantage in ...view middle of the document...

3.3 PRODUCT COMPARISON: KINGSFORD, ROYAL OAK & PRIAVTE LABLES 25
6.4 Distribution Situation 26
6.5 Macro Environment Situation 28
7. REFERENCES 29

2. BACKGROUND

Kingsford is a well known brand of charcoal in barbequing community in the United States of America. Provided case study discusses and analyses the issue of decline in sales of Kingsford in the year of 2000.

Brand managers Marcilie Smith Boyle and Allison Warren were assigned a task to analyse the market situation and come up with a robust future marketing plan to overcome the softening of the market.

Kingsford started in 1920 with the invention of charcoal by the pioneering efforts of Henry Ford and E.G. Kingsford. Since 1973, it has become one of the product group within Clorox’s portfolio. In 2000, Kingsford with $ 350 million turnover represents 9% of the total turnover of Clorox’s revenue. Kingsford in 2000 faced competition from Royal Oak and Private Labels. In addition to this a recent shift towards gas barbeque also threatened the sale results.

2.1 Current Marketing Situation

To come up with a suitable strategy to define the overall action plan for achieving Kingsford’s goals and objectives, I have carried out the analysis of the following current marketing situations of year 2000:
1) Market Situation
2) Product Situation
3) Competitive Situation
4) Distribution Situation
5) Macro-environment Situation

Refer to Appendix.1 for detailed analysis and discussion on Kingsford’s current marketing situation.

3. SWOT ANALYSIS

As a first step to deploy strategies to improve Kingsford’s business goals, I have carried out the following SWOT analysis of Kingsford’s current situation. The gist is to identify the strengths and weaknesses of Kingsford, pinpoint opportunities and note threats.

3.1 Internal Analysis

Strengths
1) Good image of the product’s quality
2) Market leader (almost 57.7% of charcoal market)
3) Product Range (Regular and Instant)
4) Regular-20 pounds (covers 45% total sales)
5) Established distribution channels
6) Strong relationship with distribution channels
7) Backing by the parent company (approx 9% share in Clorox’s revenue)
8) Annual price increase by small percentage
Weaknesses
1) Substantial cut-down in advertising
2) Limited scope to increase the production level to meet the growth
3) Sales are season driven
4) Falling trend of Kingsford growth

3.2 External Analysis

Opportunities
1) Increase in number of barbeque events in USA
2) 2 out 3 barbeque users prefer charcoal grilling
3) Charcoal barbequing is related to real barbeque experience
4) 1/3 sales are impulse based.
5) More than 50 % grill owners are medium or heavy users.
6) Approx 80% of barbeque grills are owned by younger, larger and high income family.
Threats
1) Increase in trend of gas barbequing
2) Absence of advertisement in...

Other Essays Like A Review of Kingsford Charcoal's Marketing Approach

Children of Men - a Review

982 words - 4 pages during particular segments of the movie. The music brings with it some heavy emotion which will almost make you cry when you watch this movie. Children of Men like other movies by Mexican directors this year will have you spellbound and not leave you for quite a long, long time. Such movies are rare and need to be handled with care which is precisely what Cuaron does and hence the realistic approach to the production design of the movie. It made

Critical Review of the Article “the Changing Body of Students - a Study of the Motives, Expectations and Preparedness of Postgraduate Marketing Students”

1161 words - 5 pages Critical Review of the Article “The changing body of students - A study of the motives, expectations and preparedness of postgraduate marketing students” The fact is that the body of postgraduate marketing students, who decide to study in UK, has become much more different during the last few years. It means that British marketing educators are facing big challenges as well as great opportunities. In order to help the

A Review of Multmodal Learning Styles

945 words - 4 pages A Review of Multimodal Learning Style and Strategies The multimodal learning style is highly adaptive and is the most common type of learning style. It can encompass a strong preference two or more of the styles, or an equal preference for all of the 4 learning styles: aural, visual, read/write and kinesthetic. According to Fleming, students who prefer the multimodal learning style tend to fall into two categories: the context specific approach

A Critical Review of Progression in Mathematics

3416 words - 14 pages A critical review of mid-term planning with a focus on progression of learning in Mathematics Student No. 20041373 Mathematics as a subject and recent developments DFE (2013) states that Mathematics is a highly interconnected subject and it’s learning is built on in a hierarchical way, this is where the development of new mathematical concepts and skills is built upon previously acquired knowledge and students should be able to make the

Review of Starbucks as a Business Organization

5809 words - 24 pages strategic level Starbucks adopted the following strategies for addressing these issues; ➢ A more focused approach was being made by reaching the more sophisticated customers, who use coffee and take it as an inevitable part of their life. This could be done with an aggressive marketing campaign through various medias like tv, internet, magazines and even through direct selling. ➢ A strong Competitive analysis is being carried out

A Critical Review of Strategy as Revolution

1407 words - 6 pages A Critical Review of STRATEGY AS REVOLUTION Introduction Hamel strategic revolution seems to be the value of re-cognition. In the "Strategy is revolution", Hamel said that "Let us face the reality of it: the world is about to reach the asymptotic limit of the development." For enterprises, "or else it will hand over to the next challenger who has a revolutionary or innovation spirit, or on their company's strategic approach to a revolution

A Review Of John Doones' The Flea

533 words - 3 pages John Donnes' The FleaI found John Donnes,' The Flea, to be one of the most hilarious poems I have ever read. To utilize a flea to try and have a woman sleep with you is one of the most creative and original ideas I've heard in a long time. And to imagine that fleas were so plentiful and all over gives the poem a sense of being serious. But now I know what pick up line to use the next time I decide to hit on a zookeeper.John Donnes,' The Flea, is

Forecasting. A REVIEW OF BASIC STATISTICAL CONCEPTS

1088 words - 5 pages CHAPTER 2 A REVIEW OF BASIC STATISTICAL CONCEPTS ANSWERS TO ODD-NUMBERED PROBLEMS AND CASES 1. Descriptive Statistics Variable N Mean Median StDev SE Mean Orders 28 21.32 17.00 13.37 2.53 Variable Min Max Q1 Q3 Orders 5.00 54.00 11.25 28.75 a. [pic] = 21.32 b. S = 13.37 c. S2 = 178.76 d. If the policy

The Importance of a Collaborative Approach in the Holistic Care of the User

1118 words - 5 pages not just at interview with the patient, the process has four stages which will be summarized. Firstly, a development history needs to be focused on, so as to gain understanding into who the patient is and what their relationships are like with others. Investigation of significant life events from birth onward is a valuable approach. Secondly, a comprehensive review of the patients’ criminal history must be documented. The index offence and a

Evaluate the Main Elements of a Person-Centred Approach to Counselling

1042 words - 5 pages This essay will make an assessment of the value and worth of the main elements of the person-centred method to counselling by comparing it with the object-relations school of counselling from the psychodynamic perspective. Firstly it will give a summary of the approaches and then demonstrate their similarities and differences. The person-centred approach derives from Roger’s (2008) humanistic theories and concentrates on the core conditions

The Corporate Social Responsibility: a Review of Literature

1700 words - 7 pages The Corporate Social Responsibility: A Review of Literature Yassin H. Yassin UNDP, Riyadh, Saudi Arabia November 2005 Introduction Business organisations strive to survive by the efficient use of the factors of production and other facilities of the society. This process puts organizations in an interdependent relation with the government, the community at large and the environment. Such interdependence gives rise to a series of

Related Papers

A Managerial Approach To Marketing Essay

1641 words - 7 pages MKT640 – A Managerial Approach to Marketing Abstract There are several different aspects that come into play when launching a new product. Assessing the need, market and potential competition are just a few of the obstacles that must be addressed to successfully launch a new product and have success with that launch. There are many steps to this process and this paper will speak to those steps. Unit 2 Individual Project Introduction

Review Of Marketing Plan

649 words - 3 pages Review of Marketing Plan Report #1: Industry/Company Review A description of the industry in which your product competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. Also, a snapshot of your company, including a very brief history, the firm's development to its present status, product lines, sales history, target markets, current marketing mix, and other factors

Overview Of Ilokano Sentence Structures: A Minimalist Approach

4255 words - 18 pages I. IntroductionThis paper is an attempt to describe the structure of Ilokano sentences, concurring with the Minimalist program proposed by Noam Chomsky. The Philippine language being considered is under the Northern Philippine subgroup with an estimated 8,000,000 speakers (NSO, 2002-2004). This study is patterned mainly after the Tagalog Sentence Structures: Minimalist Approach of Resty Cena. In this syntactic description, an overview of the

A Review Of Child Rearing

949 words - 4 pages The old adage “spare the rod, spoil the child” has been applied to many households in the past, but in truth, parenting methods and child rearing practices are as widely varied as are the cultures of the world. Politics, religion, family, and other environmental factors influence the way a child is raised and how that child develops. This review will attempt to examine the theories that have been presented as to how the various methods of