The following is a selection from a marketing analysis report over Barbeques Galore. The full analysis provided a full description of the product lines, target market, positioning, physical look, and personell.
The Consumer Experience
Along with the physical location and look of the store, the customer service brilliantly completed the consumer experience. In order to accurately vivify the total package, a rendition of one of John’s monologues must be provided. The below is a picture that John painted me upon inquiring further about the grilling process and what all can be done on certain grills.
Monologue: Grilling is really making a comeback, and it’s no surprise. It allows families to spend their leisure time together in the serenity of the outdoors preparing the food they need to survive. Grilling keeps the traditional family at ease taking the workload off of the mother while allowing the father to spend time with his family while providing a necessary service to the household. It gets him out of the office, and out of the taverns, and is the relaxation that so many people need after a tough day at work. To grill is to relax, and to relax is to bond with those around you. Aside from the peripheral benefits, grilling is just as capable of preparing an array of foods like any indoor appliance. With proper training, you not only can cook meat, but bread, vegetables, and near anything else. The difference is that with grilling, you also get that smoky hint of flavor that we all know and love. Grilling is a lifestyle, one that not only provides a benefit to the individual, but those around him as well. This is why our stores have done so well over the past 11 years.
In saying all this, John gave me so much more than just product features, he gave me a vision. He sold me a set of associations that would be triggered each and every time I opened my potential grill sending me back into the utopian world of grilling that he seemed to believe in. After talking to John, my choice to buy a grill was no longer based on the physical nature of the product, but the emotional ideals attached to the process as well. My mindset went from browsing to actually considering a purchase, all because John generated the emotional experience necessary to arouse the consumer buying habits.
Needless to say, my consumer experience was top notch.
Along with the physical location and look of the store, the customer service brilliantly completed the consumer experience. In order to accurately vivify the total package, a rendition of one of John’s monologues must be provided. The below is a picture that John painted me upon inquiring further about the grilling process and what all can be done on certain grills.
Monologue: Grilling is really making a comeback, and it’s no surprise. It allows families to spend their leisure time together in the serenity of the outdoors preparing the food they need to survive. Grilling keeps the traditional family at ease taking the workload off of the mother while allowing the father to spend time with his family while providing a necessary service to the household. It gets him out of the office, and out of the taverns, and is the relaxation that so many people need after a tough day at work. To grill is to relax, and to relax is to bond with those around you. Aside from the peripheral benefits, grilling is just as capable of preparing an array of foods like any indoor appliance. With proper training, you not only can cook meat, but bread, vegetables, and near anything else. The difference is that with grilling, you also get that smoky hint of flavor that we all know and love. Grilling is a lifestyle, one that not only provides a benefit to the individual, but those around him as well. This is why our stores have done so well over the past 11 years.
In saying all this, John gave me so much more than just product features, he gave me a vision. He sold me a set of associations that would be triggered each and every time I opened my potential grill sending me back into the utopian world of grilling that he seemed to believe in. After talking to John, my choice to buy a grill was no longer based on the physical nature of the product, but the emotional ideals attached to the process as well. My mindset went from browsing to actually considering a purchase, all because John generated the emotional experience necessary to arouse the consumer buying habits.
Needless to say, my consumer experience was top notch.
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