Case | HBS Case Collection | September 2005 (Revised July 2006)

Kingsford Charcoal

by Das Narayandas and Alison Berkley Wagonfeld

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.

Keywords: Price; Marketing Strategy; Business Growth and Maturation; Advertising; Brands and Branding; Consumer Products Industry; United States;

Citation:

Narayandas, Das, and Alison Berkley Wagonfeld. "Kingsford Charcoal." Harvard Business School Case 506-020, September 2005. (Revised July 2006.)