Kingsford Charcoal Marketing Report
Kingsford charcoal marketing report
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 of price changing as to increase its revenue? 3. Should Kingsford promote their products during the off-peak seasons to increase its total sales? 4. Should Kingsford target regular users or instant and instant accepters or all of them?
These problems can be summaries to two main issues: * Threats of gas grill trend * Less exposure and promotion * decline in Kingsford market share and market growth rate
Current market situation analysis (see appendix 1) * Internal analysis * External analysis
SWOT Analysis
In order to help Kingsford planning the marketing strategy, the SWOT analysis is necessary to identify the strength and weakness of the internal environment, also the opportunity and threats that existed in external environment.
Strength:
- supported by a strong parent company and share the good reputation of Clorox’s
-maintain a constant price and a very small increase in price every year
-good brand image and high quality of products
-play a market leader role in charcoal industry (nearly 57% of charcoal market)
-different products provided for different segments (regular and instant)
-has established the distribution channel
Weakness:
-Absence of media advertising
-Business was
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 of price changing as to increase its revenue? 3. Should Kingsford promote their products during the off-peak seasons to increase its total sales? 4. Should Kingsford target regular users or instant and instant accepters or all of them?
These problems can be summaries to two main issues: * Threats of gas grill trend * Less exposure and promotion * decline in Kingsford market share and market growth rate
Current market situation analysis (see appendix 1) * Internal analysis * External analysis
SWOT Analysis
In order to help Kingsford planning the marketing strategy, the SWOT analysis is necessary to identify the strength and weakness of the internal environment, also the opportunity and threats that existed in external environment.
Strength:
- supported by a strong parent company and share the good reputation of Clorox’s
-maintain a constant price and a very small increase in price every year
-good brand image and high quality of products
-play a market leader role in charcoal industry (nearly 57% of charcoal market)
-different products provided for different segments (regular and instant)
-has established the distribution channel
Weakness:
-Absence of media advertising
-Business was