Question

Topic: Strategy

Bbq Smoker

Posted by Anonymous on 7/28/2010 at 2:02 PM ET 765 Points
Imagine, if you will, a marketing person, minding his own business...when suddenly he is asked by a manufacturer of the highest-end Cooker, Smoker, BBQ Chicken Fixin' thingamabob, the world has ever seen, to think about how he would take such a thingamabob to market.

The issue of the day is this:
1. I have been retained to SWOT this product/competition...a good start.
2. B4 I learn about the market, etc...does anyone in this amazing forum, filled with marketing mavens and minds that I can't even imagine for a moment, the depth, scope and breadth of such a gift....OK...what do you think?

Off the top of your head, what would you do with this type of thing...etc...bob?

I was thinking that $1800 to $2000 is a bit a big chunk to charge Mr/Mrs/Ms homeowner. So there has to be somewhere this fits.

The best thoughts could win cash and prizes galore, including...a new CAR, a weekend at Bernie's and a lifetime supply....WOW. But, wait...there's MORE...POINTS. You could win points, too. AMAZING.

Answer in 2000 words or less. If it is readable, you get points... if it makes sense, you get points...if it looks like it could work for my client, you may get a piece of the gig, or a piece of chicken, whichever is less.

Good Luck Contestants...wait for the bell, and remember your answer does NOT need be in the form of a question...although questions submitted will be answered ... if I can.

Ready.....DING

Randall
WMMA et al
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RESPONSES

  • Posted by CarolBlaha on 7/28/2010 at 2:21 PM Member
    Today the "trend" is exterior kitchens. And $2K for a grill isn't out of range. In addition to outdoor kitchens, the grill is now the "man grill". And (and I bought one for my hubby) is not your tailgating variety. My hubbies has 14K BTU and something like 1200 square inches of grill space, 3 tiers, tall enough for the beer can chicken, works with charcoal or propane and of course has a smoker. (Hubby rants his numbers off like his social security #). You got the man cave and right outside is his man grill. It melts my mascara which sticks my eyes together just going near that thing. (which is appro, it's a man grill after all -- no mascara allowed)

    Oh, and don't forget the wood fired pizza oven, the outdoor fireplace too. To research how elaborate these things are-- locally our pool center is doing them. You'll see then in every home trend magazine.

    I was also approached recently by a company who's building an MLM of sorts. They are selling their grill by doing "Meat" parties. A Meat & Greet, a Meating. Adding accessories and meat, chix, etc. https://mlm.business-opportunities.biz/2010/06/14/a-meat-and-greet-for-men/

    In addition in middle GA there are lots of barbeque competitions. Those secret recipies are only dwarfed by these custom meat grilling machines they cart show to show.

    2K is a lot of kaching to most of us. But the person who wants a man grill-- and the features you describe. Oh, yes....
  • Posted by mgoodman on 7/28/2010 at 2:36 PM Accepted
    Randall, it sounds like you might have landed a big gig on this one. What a great opportunity. Actually, I have several ideas for you. Let's start with the two most important ones:

    1. First, I think you want to encourage your client to understand what's going on in the heads of your primary target audience for this. What would be the driver for buying one of these things? Is it that they'd have the respect and envy of everyone in the neighborhood, or is it the pride they'd feel themselves when they cook up a masterful BBQ dinner for friends and family? Other?

    If done right, you'll learn enough from one piece of qualitative market research to carry you through the whole project. Or maybe it will lead you to some other ideas that will spur a PRIZM analysis to pinpoint where your target audience lives -- right down to the street address.

    2. Second, I'd consider the distribution options and present what you have to a few knowledgeable buyers -- maybe at The Home Depot or Lowe's, or both -- to see what they have to say. Or come up with the deluxe model and present it to Neiman-Marcus.

    Buyers like those not only can make the business successful all by themselves, but they can also help you figure out where else to go, what other product features might be important, etc. And they'll quickly let you know where your price point will have the best shot.

    Many other possibilities. I wouldn't let the price slow you down. There are plenty of consumers out there who would gladly pay a few thousand dollars for a BBQ grill and smoker if they understood and valued the benefits. Maybe you need to suggest to the client that the price be even higher, so there's more money available for aggressive marketing.

    If you want more, give me a call. Sounds like a great project.
  • Posted by CarolBlaha on 7/28/2010 at 2:59 PM Accepted
    After re-reading your post. Besides the man grill.

    Outdoor kitchens are being designed by landscape architects. Pool centers too-- get a pool and make the entire exterior a livable area.

    I wouldn't rule out the Depot. With the trend toward outdoor kitchens, they just might be ready for it. I repped a very high end door line ($15K for a door?) and they did quite nicely with it. But our displays were killer. That would be what you'd have to invest with the Depot. They paid for them-- but the in store display would have to help people visualize. And put it on the Depot 12 month to pay credit card!
  • Posted by michael on 7/28/2010 at 4:19 PM Member
    Randall,
    Honestly..I read ATTACKED by manufacturer instead of asked. Read it 3 times before I saw it right. I imagined you sitting by the pool and some guy comes up with this thing on his back and fires up the best chicken you've ever tasted.

    It really lends itself to landscape company prospects. The question is whether it should be distributed that way. I've done some high end stuff in this way but they would rather sell more of their product than add this on...unless it was a rediculous mark up.

    A definite for "parade of homes" and possibly for some higher end incentive catalogs. Check out motivationshow.com for a list of companies if you don't have one already.

    I mostly sleep on domestic flights but I remember there used to be a skymall catalog, probably took over from sharper image. These are the kind of things I saw there.

    Here's a thought: ex-pats. They're here on the company dime and often spend a lot more momey than the average person.

    Personally, give me charcoal and a ton of lighter fluid and I'm happy.

    Michael

  • Posted by CarolBlaha on 7/28/2010 at 4:36 PM Accepted
    Michael-- Landscape architects specify but do not purchase material. So I agree it does lend to landscape arch's -- and you are correct, that is different than distribution. Granted, some do both, but their mission is to specify without a bias (who gets the sale)

    As far as Parade-- they are basically a bust. I have done many of them and few produce any leads. It used to be they put together a community, now, in Denver, they are running buses all over the place to get enough homes. I work with designers all day long and they've become a kiss of death. I recently attended a local designer presentation titled "we can't afford to do another Parade".

    But instead the HD network has taken the slack. I get lots of leads from people who see this stuff on TV and want it. One product I have is on an unrelated site, like Hells Kitchen. But if you are talking quality-- lots of lookiloos.

    The Skymall catalogue is still going, and darn if I can't remember the high end co that this would be a natural for. Skymall is a conglomerate of catalogue houses. I can see the darn name but I can't remember which catalogue that regularly shows there that would be perfect. In addition "mystery" catalogue has their own website and marketing. You know I'll think of it.

    If I was going to do Neiman Marcus, I'd combine it with a dream outdoor kitchen and make it a $50K product. That'll get you into their Christmas fantasy catalogue.

  • Posted by Jay Hamilton-Roth on 7/28/2010 at 4:47 PM Accepted
    The SWOT will show you if the price is in the right ballpark given the competition's pricing/marketing.

    Next, what does "high end" mean in this context - quality (lifetime warranty), price (most expensive), appearance (largest, fanciest looking, most attachments), materials (can cook up to 2000º and clean up in 2 mins), speed (can perfectly cook a meal in 10mins from a cold start), etc.?

    Is the product specifically for chicken preparation or for all meats?

    Currently, as other experts have noted, marketing outdoor BBQs targets men. Can this product better serve women's needs (more attractive, can be used year round, healthier results, safer, etc.)?
  • Posted by SRyan ;] on 7/28/2010 at 7:20 PM Member
    Carol: I'll bet you're thinking of Hammacher Schlemmer -- www.hammacher.com.

    Randall, I imagine it would be hard to get a spokesperson like Bobby Flay to endorse this, but have you thought about someone (ahem) in our own back yard? Robb Walsh is in Houston, he's an award-winning food writer, and he's got several books out on BBQ. I met him on a Cook's Tour a couple of months ago, and he's a great guy. At the very least, he might be able to give you insight into your target market.

    I would love to have one of the grills so I could give you a glowing testimonial. Alas, I lack one important thing: a backyard.

    Shelley ;]
  • Posted by CarolBlaha on 7/29/2010 at 8:17 AM Member
    The barbeque guru - who wrote the "Barbecue Bible" and has launched many accessories with his own name is Steven Raichlen.
  • Posted by SRyan ;] on 7/29/2010 at 12:07 PM Accepted
    I love watching Raichlen on PBS, Carol! He's a little bit weird looking, though.

    Randall, another idea... One of my favorite books from Robb Walsh is about BBQ and legendary pit masters of Texas. https://amzn.to/bEhs09

    You could pick up a copy and see if the "cast of characters" holds any promise. The hi-end guys may be candidates for a spokesperson, but even the small-town smoker-joint bosses could put words (and ribs) in your mouth that would appeal to the market.

    Same goes for tailgaters. Obviously this product isn't meant for tailgating, but there are plenty of guys at Texans games flaunting their wealth and their passion for outdoor cooking. Mine that crowd for what's motivating them!

    Oh, wait... it's not football season yet! :(
  • Posted by CarolBlaha on 7/29/2010 at 12:13 PM Member
    It may not be football season (by the time he's ready to launch it may be) but it's barbecue competition season. Here, its a passion. These guys have custom trailers to haul their grills. I haven't seen it, but I wouldn't rule it out!
  • Posted by SRyan ;] on 7/29/2010 at 12:18 PM Member
    Okay, I'm in with Carol! Randall, when you go to a cook-off or to any pitmaster interviews, we'll tag along as your market research entourage. I'll bring the napkins and bibs.
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