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Case
| HBS Case Collection
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2006
(Revised from original 2005 version)
Kingsford Charcoal
by
Das Narayandas and Alison Berkley Wagonfeld
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Abstract
Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category as a whole grew as well. However, the summer of 2000 represented the first softening in the category in several years. Forces students to step into the brand manager's shoes, analyze the reasons for the current situation, and come up with recommendations related to pricing, branding and advertising, and merchandising and promotion of the Kingsford brand.
Citation:
Narayandas, Das, and Alison Berkley Wagonfeld. "Kingsford Charcoal." Harvard Business School Case 506-020, July 2006. (Revised from original September 2005 version.)