Overview
January - May 2018
Based on the Kingsford Charcoal Harvard Business School report, my agency, Goldilocks, created an advertising plan. This plan included a situational analysis, a segmentation and targeting strategy, a positioning, and a media and creative strategy.
This 20 minute presentation concluded with a Q&A time from our Promotions class and Professor Lari Mobley.
Please note, upon researching for this presentation, we did not look at what Kingsford Charcoal decided to do.
Reflection
Looking back on this project, I would have done a couple of things differently. First, I would have chosen a more specific way to raise $7 million to fund the advertising strategy. We initially desired for Clorox, the parent company of Kingsford Charcoal, to invest in building the Kingsford business. Second, I would have liked to have our creative resonate more with the target audience. Now that our most consumers do everything online (shop, research, socialize, etc.), I would have preferred to move our strategy away from circulars and paper handouts and shift towards digital promotions.
