Kingsford Charcoal's Marketing Plan

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Kingsford Charcoal Marketing Plan Introduction: Kingsford Charcoal (“Kingsford”) is the leading brand of charcoal in the United States, and one of the largest product groups in the Clorox portfolio. Three out of four households in the U.S. owns a barbecue, and grilling has grown in popularity year after year. Kingsford’s revenues grew 1 to 3% annually in the 1980’s and 1990’s. However, the summer results in July 2000 were below forecast. The drop in charcoal demand coincided with an increase in demand for gas grills, due to the convenience of faster cooking and easier cleanup as compared to charcoal grills. Charcoal grilling beats gas grilling in taste tests 2-to-1, but there may not be enough knowledge among consumers of…show more content…
Advertising during NASCAR will create more sales in the fall, thus extending the peak season of grilling occasions. The goal should be to create more events that people associate with barbecues, and to extend the popularity of the barbecue to the colder months. Advertisements should focus on the authentic taste benefits of Kingsford charcoal over any alternative grilling option, thus appeasing the consumers with the mindset of “Regular Exclusive” buyers who associate grilling with “integrity and masculinity...Providing for family, lighting a fire, grilling with real charcoal.” At the same time, the ads should point out the benefits of instant charcoal, thus appeasing consumers with the mindset of “Instant Exclusive” buyers who seek “the fastest and easiest way to get a grilling experience.” The goal should be to get men to see gas grilling as inferior and weak, and Kingsford charcoal as the only authentic way to grill, while assuring them that Kingsford instant charcoal is easy to grill with compared to other charcoals. Thus, Kingsford charcoal becomes seen as masculine yet convenient. To encourage impulse buying, the sales team should convince retailers to prominently display Kingsford charcoal. Retailers will be encouraged by the research that shows consumers who buy Kingsford charcoal spend 30% more money at the store. Retailers should be informed that it would be more advantageous for them to focus on

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