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In the US, charcoal grill is owned by almost half of the households and gas grill is owned by a little over half of the households, with about 20% of them owning both types of grills (see case exhibit 6). However, with help from media spending, the market for gas grills was growing since last 5 years, while the demand for charcoal grills was stagnant, with a drop of 3% in year 2000 (see case exhibit 5).
The competitors in charcoal market included high quality Kingsford brand at the high end, private label brands at the low end, and Royal Oak priced between the two. Most of the private label products were manufactured and distributed by Royal Oak...
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