Instant Exclusive users want hassle free grilling that is easy and flexible. Instant Acceptors want speed‚ prefer hassle free grilling‚ and are more nervous grilling for groups. In terms of price‚ the other pricing scenarios did not yield high profit potential and there is no strong justification for maintaining current prices. For advertising and promotion
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Differentiate Kingsford among other charcoal products In order to achieve the above two objectives‚ Kingsford should focus on the entire grilling customer need related to grilling—it’s not just about charcoal product specifications! In order to serve the entire grilling customer need‚ it’s important to first understand customer attitudes around grilling. The brand managers collected valuable information in this regard. Across all attitude groups‚ people grill when they want to enjoy the process
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To improve its softening situation‚ I believe that Kingsford should increase prices and shift its spending from sales promotion to media marketing in order to improve Kingsford’s profit in the short term and invest more in R&D to create new products in the long term. Pricing strategy plays a key role for Kingsford’s profitability in 2001. Recent price increases for private label brands reduced its price gap with premium brands‚ which eroded the premium brand image of Kingsford (see exhibit 1).
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1973. It accounts for 9% of Clorox’s revenue in 2000. Kingsford only have two main competitors in the market‚ Royal Oak and private labels. Key trend and key success factor: Grilling is a popular event in US. Common reasons for barbecuing are great flavor‚ outdoor social activities‚ change of pace etc. Charcoal and gas grilling are the most common methods. The success of Kingsford is due to discipline in delivering constant marketing‚ sales action and message communicated across different parties.
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previous years‚ such outdoors events are becoming more and more popular and they have a tendency to grow. Pros. (1) By increasing the total coal-grilling category‚ the sales and profits of Kingston Charcoal will increase too‚ as at the present it has the largest market share. By addressing current category ad vacuum KC will more appropriately counter gas grilling which has been heavily advertised. (2) The cooperation with grocery‚ mass
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Kingsford Charcoal: Rekindling the Grilling Business (February 2001) Executive Summary Kingsford Charcoal is one of the major players in the charcoal grilling industry. As a $350 million business‚ it represents one of the largest product groups of Clorox company portfolio. It accounts for approximately 9% of its revenue and a significantly higher percentage of its net income. After enjoying a period of moderate but steady revenue growth of 1%-3% that extended for nearly 20 years‚ Kingsford
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Grilling is a culinary technique that involves dry heat applied to the surface of food‚ usually from below the food‚ and usually involves a high amount of direct heat in order to cook the item quickly. Grilling is always categorized as Dry cooking ‚ with a Brown color‚ and as a concentration of flavor. A perfect example of a recipe which requires grilling would be a Mexican carne asada. Carne asada is huge in Mexican gatherings and is always a must have. The way my family will cook carne asada is
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Environmental and Ethical Considerations Vegetables and Fruits are being lost in the process of this experiment. Also‚ when grilling‚ roasting‚ and stir-frying the vegetables we’re losing oil‚ charcoal‚ and gas. Plus we are generating heat and using electricity. Billions of people in the world don’t have access to many of the things I wasted in this process. Also‚ burning gas
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paradigm shift. He is an omnipotent and obsequious individual. Even if his pay is paltry‚ he still gives a good effort during work. For example‚ when Spongebob is absent from work‚ he will need to take over SpongeBob’s spot even if he is a neophyte at grilling patties. Lastly‚ he is a pejorative person. If Spongebob and Patrick get in to an arguments he will be a nonsectarian neighbor because he is too mature for their business. All in all‚ I love Squidward because he has a unique personality. If I
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freshness and they thought Red Lobster’s product not fresh mostly because too much fried items on the menu. This phase played the most important role in Lopdrup’s plan (initiated in 2004)‚ and de-emphasizing all fried items and introducing wood-fire grilling are most effective elements. In these ways‚ Consumer Needs were satisfied and Company Skills were improved. Phase 3 is re-modeling the restaurants‚ the target of which is becoming nicer than ordinary casual dining but still approachable. This phase
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