Kingsford Charcoal Case Study Pdf
It needs to be understood that the problems that Kingsford is experiencing are symptomatic of the overall charcoal industry. From 1998 to 2000, Kingsford saw a steady decline in growth, ranging from a 2% growth in the first half of 1999 to a loss of 5.7% during the second half of 2000. This type of problem is something that was likewise seen by.
Kingsford is a brand of charcoal briquette used for grilling, along with related products. Established in 1920, the brand is owned by The Clorox Company. Currently, the Kingsford Products Company rema
The charcoal industry is mature with minimal growth. Kingsford charcoal made up 9% of Clorox’s total revenues and needed to make their numbers in order for Clorox to make its overall numbers. Gas grill sales were up by 8% (9.3 million gas grills) while charcoal grills dropped 3% to 6 million grills. Charcoal sales were trending down.