Kingsford Charcoal Case

For our Managing Customer Value class, myself and Jasmine were warm called to do a presentation on the brand of Kingsford Charcoal case and present an overview of the situation. Vincent and Yijun provided an analysis of the price strategy analysis. Finally Harsh and Kim represented agency 1 and Irina, Mainak and Gang presented as agency 2.

Our professor asked us (Jasmine and I) to ask questions of the two agency groups which was a bit of a unique experience. I drew on the classes' conversation to try to ask intellegent questions to understand how they were positioning Kingsford charcoal relative to it's competitors, what their vision was for differentiating our product and how they planned to build an advertising strategy to drive consumer behaviour.

Harsh and Kim had picked mediums which we thought were in line with the BBQ experience. Agency two, with Irina, Mainak and Gang, showed that they understood Kingsford's position as a market leader and planned to exploit it by emphasizing the advantages of charcoal. However, we felt that their advertising strategy wasn't as focused.

In the end, we had to choose which group we prefered and we went with Agency 1 (Harsh and Kim).

It was an intersting exercise as Jasmine and I had to have a discussion outside of the class while the class came up with it's own selection. I'm told they came up with the same decision, albeit possibly based on different criteria.