Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • September 2005 (Revised July 2006)
  • Case
  • HBS Case Collection

Kingsford Charcoal

By: Das Narayandas and Alison Berkley Wagonfeld
  • Format:Print
  • | Pages:19
ShareBar

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.)
  • Educators
  • Purchase

About The Author

Das Narayandas

Marketing
→More Publications

More from the Authors

    • January 2023
    • Faculty Research

    Digital Transformation at Tata Steel

    By: Krishna Palepu, Das Narayandas and Radhika Kak
    • August 2022 (Revised March 2023)
    • Faculty Research

    Bajaj Finance: Building an Omnipresent Financial Services Firm

    By: Das Narayandas and Rachna Tahilyani
    • July 2022
    • Faculty Research

    Hometown Foods

    By: Julian De Freitas, Jeremy Yang and Das Narayandas
More from the Authors
  • Digital Transformation at Tata Steel By: Krishna Palepu, Das Narayandas and Radhika Kak
  • Bajaj Finance: Building an Omnipresent Financial Services Firm By: Das Narayandas and Rachna Tahilyani
  • Hometown Foods By: Julian De Freitas, Jeremy Yang and Das Narayandas
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College