Kingsford Charcoal: Overcoming Softening in the Coal Category PROBLEM STATEMENT Taking into account the slowdown in the overall coal category, Kingsford Charcoal's (KC) main issue is how determine the right strategy to improve sales and profits and ensure the future growth of the company. This strategy presents the following problems:1. How to overcome the spread of gas grill use?2. Increase advertising: will it help the company improve sales?3. How to extend the seasonality of the business?4. How to choose the right pricing strategy? RECOMMENDATIONS: • To overcome the penetration of gas grills, the KC should organize an advertising campaign and emphasize the advantages of the charcoal market over the gas market with the aim of increasing the total market of charcoal grills, using the results of blind taste test of charcoal grilled versus gas grilled food. • Holiday weekends, such as the 4th of July celebration, should be advertised specifically, using media advertising, including various store promotional activities with the goal of increasing a greater percentage of Kingsford's annual sales. • To extend the seasonality of the coal business, on which KC's success is based, the company should organize campaigns with emphasis on family values, friendship, leisure and, above all, stimulate outdoor barbecue events open in early spring and late fall, such as concerts, sporting events and other recreational activities both in the local neighborhood and in other states. Compared to previous years, these outdoor events are becoming more and more popular and tend to grow.Pro. (1) By increasing the total charcoal grill category, the sales and profits of Kingston Charcoal, which currently has the largest market share, will also increase. By addressing the current category of vacuum ads, KC will more appropriately counter the gas grilling that has been widely advertised. (2) Cooperation with grocers, mass retailers and distributors as activated charcoal sales boost growth of not only Kingsford's, but also private label brands. This, on the other hand, gives bargaining power to KC on display placements, promotions and other retail-oriented matters. Against. (1) Expenses will definitely increase and expand your budget. (2) Competitors will also benefit from the campaigns, especially cheaper private label brands. There is a risk that the competitor's market share may increase on KC's expenses both in financial terms and in market share. ALTERNATIVES 1. To increase prices according to the 4th scenario (increase in the total price of the line by 5%) and from short-term revenue, use resources for advertising.