Kingsford Essay

Kenny
CAM exam discussion on 25-Jun

Case Study : Issue Found

1. No budget for advertisement (absence of media) for long time
2. Long history products and package (only regular and blue bags available)
3. Price Gap gets closer compared with private label
4. Season Sales Effect
5. Big drop sales in food channel
6. Weather, rainfall (restricted outdoor usage)
Recent internet search for Kingsford

Weather


http://www.kingsford.com

Product development
Deep, wide and long grooves
- Brand with different product categories
      ■ Kingsford Original Charcoal
        ◆ The briquettes light easier and heat faster compared to other charcoal brands while the innovative formula ensures long-burn performances
      ■ Kingsford Charcoal with Hickory
        ◆ Sweet and hearty flavour, perfect complement to pork, poultry, beef
      ■ Kingsford Charcoal with Mesquite
        ◆ Makes for easy lighting, just light the briquettes in one easy step and ready to cook in about 10 minutes
      ■ Kingsford Match Light Charcoal
        ◆ More smoky mesquite taste in your favourite barbecued foods, easy lighting one easy step, ready to cook in about 10 minutes
      ■ Kingsford Wood Chips with Mesquite
        ◆ Common in Southwest and Texas-style barbecue, add smoky taste that compliments red meats, poultry and lamb, to prevent a bitter taste


      ■ Kingsford Wood Chips with Hickory
        ◆ Authentic smokehouse flavour, traditional wood for Southern barbecue, sweet and savory taste that compliments pork, ham and beef
      ■ Kingsford BBQ Bag Single Use Charcoal Briquets
        ◆ Light the bag, allow you to charcoal grill almost anywhere, available in 3 lb bag
      ■ Kingsford Charcoal Lighter Fluid
        ◆ High quality Kingsford Charcoal Lighter Fluid