Kingsford Charcoal

Kingsford Charcoal

[pic]

Team Case Analysis

Prepared by:

Alain Aridi 5635462

Isabelle Beuf 5620589

Alexandra Lavin 5887615

Venkatesa Virahsammy 5444225

Presented to:

David Moscovitz

Strategic Marketing Planning

MARK 495/4

John Molson School of Business

Concordia University

March 12th, 2009

SITUATIONAL ANALYSIS

1) INTERNAL ANALYSIS

i. Current strategy of the business

Kingsford Charcoal is one of the largest groups within Clorox’s portfolio. The mother company has been practicing an aggressive growth by acquisition strategy since its independence from Procter & Gamble in 1969. In addition to their growth strategy, they highly focused on research and development. Kingsford Charcoal became part of Clorox’s group in 1973. The new addition’s strategy is based on mass distribution. Kingsford Charcoal have maintained close relationships throughout the years with their distribution channels. This has helped them being on display at the point-of-purchase, push their brand to consumers and being recognized as a high quality brand among 60% of consumers.

ii. 4P’s

Product and Price: Kingsford Charcoal, part of the Clorox umbrella, repsents 9% of its revenue. It currently offers two types of charcoal briquettes, regular (blue bag) and instant (red bag), in different bag sizes. The instant charcoal is treated with Kingsford lighter fluid for immediate combustion whereas the regular brand is not. Table 1 discusses the showcases the different package sizes and pricing.

|Blue Bag |

|Size |10 Pounds |20 Pounds |

|Price |$4.25 |$6.78 |

|Red Bag |

|Size |8 Pounds |15 Pounds...