In this industry, Kingsford has been around since with the combined efforts of Henry Ford and E. Kingsford has sponsored music tours over the past four years, beginning with Tim McGraw in The iconic charcoal brand has expanded its four-year-old music initiative with presenting sponsorship of the Country Throwdown music tour.
There is an organic relationship between music fans and people who love to barbecue in their backyard. Country Throwdown features less established artists such as Gary Allan, Justin Moore and Josh Tompson in a day-long, festival environment.
These are busy times for The Clorox Co. Country Throwdown has a different model than our previous music sponsorships. Tell me about those. Threats Minimal concept of advertising in charcoal industry Seasonal sales Increase in the prices of charcoal The whole experience of barbequing is inconvenient to many Situational Analysis By studying the SWOT analysis of Kingsford, we now have a clear idea of the product.
We are very committed to music. For this purpose, brand managers Marcilie Smith Boyle and Allison Warren were assigned the task to revamp the brand image of Kingsford, and present a robust marketing plan focused on the future, that not only improve the sales of the product, but improve the turnover of the overall charcoal industry.
Marketing Plan In order to come up with a renewed and improved marketing plan, we have carefully studied the case study and the marketing methods that had been applied by Kingsford. It gives us more time to spend with people than a nightly music tour where people tailgate for an hour and then go to the show.
The added competition from Royal Oak and private labels also had an impact on the sales turnover of the product. Kingsford of inventing charcoal. Whether the management of Kingsford should increase the advertising budget and how much should we be spending? What is appealing about music?
With daylight saving time, we want to extend the season from March through November. Barbecue and music go well together. Though, Kingsford remained the market leader in the yearthe sales had dropped considerably. The most effective marketing plans are the ones that focus more on the needs and wants of the customers.
One cool thing about Country Showdown is that grilling is embedded into the show in an organic way. The sponsorship marks new ground for Kingsford, which previously sponsored tours by the Zac Brown Band and other major country acts.
The stop tour kicks off May 18 and runs through July 1. Our goal as a brand is to extend the grilling season, which historically runs from Memorial Day through Labor Day.
We can smell the taste of barbeque specifically in the summers, as family, and friends tend to get to together at a place and enjoy some good time together.
Tell me about Country Throwdown. There is a unique, communal quality that brings people together around the sights, sounds and smell that go with a charcoal grill. What is the driver behind that partnership? Gary has already done a video for us. Kingsford has been leading in the charcoal business. Below are edited excerpts from the conversation.
Kingsford will use Country Throwdown to promote the benefits of charcoal cooking. Last year we partnered with the MLB Network on a media partnership during spring training.
It features up-and-coming artists and offers a new way to engage people in a day-long experience. Depending on the sales forecast, should we increase the production capacity The event will team the competitors against each other in a winner-take-all championship.
From here, we will be building our marketing plan.Kingsford charcoal marketing report Kingsford charcoal brand is well known in barbecuing community across United States. Over time, it consists in the.
Kingsford Charcoal Marketing Plan Introduction: Kingsford Charcoal (“Kingsford”) is the leading brand of charcoal in the United States, and one of the largest product groups in the Clorox portfolio. Three out of four households in the U.S. owns a barbecue, and grilling has grown in popularity year after year.
Report; Read Complete Research Material. Tweet: Case Analysis - Kingsford Charcoal Case Analysis - Kingsford Charcoal we have carefully studied the case study and the marketing methods that had been applied by Kingsford.
We'll start of our marketing plan with the SWOT analysis of Kingsford. Kingsford charcoal marketing report Kingsford charcoal brand is well known in barbecuing community across United States.
Over time, it consists in the message communication and marketing strategies to building. Kingsford Cooks Up New Sponsorships. Clorox leverages music, community and grilling to promote Kingsford charcoal brand. An organic match: Kingsford will use Country Throwdown to promote the benefits of charcoal cooking.
Kingsford this year has launched new marketing extensions around its involvement with barbecue. Free Essay: Kingsford charcoal marketing report Kingsford charcoal brand is well known in barbecuing community across United States. Over time, it consists.Download