Kingsford Charcoal Case Study

Kingdoms charcoal is a well-known brand in barbecuing community. As per survey in late ass’s 75% American Households owned barbecue grills and young and high-income families owned the most share apron. 80%. For a long time now Americans have shown love and passion for barbecue. Kingdoms Charcoal in America was considered in an oligopolies market.

The criteria for differentiating the products in such a market is based on the quality, price, and promotion. Though, Kingdoms retained the position of arrest leader in year 2000, but the sales were dropping because of the problems such as increasing trend of gas grill use, less exposure and promotion of charcoal and decrease in market share and market growth rate of Kingdoms Charcoal.

Competition from Royal Oak also had an impact on the sales.

To overcome the current market situation brand managers Marcella Smith Bobble (HOBS MBA 96′) and Allison Warren were asked to refurbish the brand image of Kingdoms, and formulate a marketing plan keeping the focus n future by not only improving the sales, but also improving the turnover of the overall charcoal industry.

Objective of the marketing plan for Kingdoms Charcoal should cater the two aspects I. E. Financial Objectives, to improve profitability and growth and Marketing Objectives, to improve market share and sales.

Kingsford Charcoal Case Study

And it should provide answers to some of the major issues such as:- Is there a need to increase the budget for advertisements to compete with gas grills and private brands? How will the increase in prices affect the market share? Segmentation In 2000, a case study has proved that 66% of the barbecue lovers have a preference of charcoal over gas grills as they believe that the real experience and flavor reaches them when they use charcoal grill.

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The table below elaborates the percentage of the consumers using the two different kinds of Kingdoms Products. It is quite evident that 60% of the Kingdoms Charcoal users are happy to use both types of Kingdoms charcoal I. E. Regular as well as Instant. And this gives the company a great opportunity to experiment with different marketing techniques.