Kingsford Charcoal Free Essay, Term Paper and Book Report
Background and Managers Decision Matter
Kingsford Charcoal is one of the specialty products manufactured and sold by Clorox Company. The sales growth for Kingsford has slowed down due to slow down in the charcoal category from 1998 to 2000. The company has been relying on sales promotions and reduced revenue to boost volumes, and has been reducing the advertising budget in that period.
In order to accelerate the revenues and profits, Clorox needs to decide whether to grow the charcoal category through additional media spending or to increase its market share within charcoal category through aggressive promotional spending, or to selectively increase the prices of Kingsford charcoal.
Analysis
External Analysis
The customers like charcoal grill for its hands own experience and food with better flavor, while gas grill is preferred for convenience and speed. In the US, charcoal grill is owned by almost half of the households and gas grill is owned by a little over half of the households, with about 20% of them owning both types of grills (see case exhibit 6). However, with hel......
Word Count: 927
Page Count: 3.7 (250 words a page / double spaced)
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