Essay on Analysis of Kingsford Charcoal

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Grilling is engraved in American culture as well as a highly seasonal activity. Kingsford Charcoal is in the business of selling charcoal for grills. Even though Kingsford increased its market share in 2000, their forecast indicates they will not reach the initial revenue mark. With the charcoal market’s growth slowing, and the gas grill market gaining market share, Kingsford needs to revise its strategy, and their marketing mix to meet original expectations for itself and Clorox. The following report will identity the issues Kingsford faces in the market place and recommend actions to take to resolve these problems. First we will examine

Expand Product Line: Kingsford has the option to set the pace for charcoal innovation by expanding product lines to generate additional interest in charcoal grilling. Engineering more environmentally friendly, flavor imparting and scented charcoals such as vanilla or mint flavored charcoal may do this. In response to the trending up of gas grill usage from previous years, Kingsford could consider entering into wood chips production for gas grills. Additionally, to prevent seeing charcoal as a seasonal product, awareness could be drawn to other uses of charcoal, such as an odor remover in the home or a type of soil amendment by gardeners to improve crop growth. Education on these other uses will increase demand for charcoal all year round and not just during the warm months when grilling is prevalent.

In this case study, we will be analyzing the current position of how well Kingsford is within the marketplace and determine which of the issues are plausible causes in its drop in revenue. We will be creating a comprehensive strategy as well as a marketing plan to evaluate and adjust the matter at hand. First we will begin with identifying the issues and implementing a method to reemphasize the importance of marketing in the business. The goal is to create a marketing plan that will add value to Kingsford’s market share, sales, and profitability.

Kingsford had reduced its media spending from over $6 million in 1998 to a little over $1 million in 2000. Gas Grill increased its media spending during the same time period. * Reduction in Promotions: Royal Oak had contributed substantial funds towards merchandising opportunities at retailers such as temporary price reductions, features and displays. Kingsford’s merchandising in 2000 was consistent with that in 1999. * Weather Pattern: Precipitation and temperature comparison with 1999 showed a slight increase in rainfall in October through December 2000, coupled with major drop in temperatures. Cold weather reduced the opportunities for grilling occasions. * Lack of R&D: Kingsford was consistent with research and development and had spent $63 million since 1998. Kingsford’s research team not focused on how to overcome to Gas Grill. Lack of research on what makes the charcoal easy to use and require less preparation. These key problems cause the decline in the Sales. Let’s see what are the alternatives available to this key problems and how can we overcome with it. Some of the Key problems require funding, for example Media Advertising.

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