Kingsford Charcoal

Although Kingsford Charcoal is the top dog in the charcoal grilling market, the business has been stuck in a stalemate as gas grilling has raised its game to another level. Kingsford Charcoal has steadily increased its market share in the charcoal category and currently (year 2000) owns 57.7% of it, but in order to move its business to the next level, I believe it needs to try to increasing its prices and target its advertising to compete with gas grilling. In a blind taste test, it was proven that participants prefer the taste of charcoal-grilled BBQ over gas grilled  BBQ. Knowing this, Kingsford needs to remind consumers of the great smoky flavor of  charcoal-grilled BBQ, along with the experience that goes with grilling it.