The Ultimate Grill Team Members: •Larry Frazer •Bianca Greene •Wayne Knight •David Norris
The Ultimate Grill
Team Members:•Larry Frazer•Bianca Greene•Wayne Knight•David Norris
Agenda
• Background• Situation Analysis • SWOT Analysis • Marketing Goals & Objectives • Marketing Strategy • Marketing Implementation • Evaluation & Control
Background
• Today’s market• About consumers • “The Ultimate Grill”• Future growth:
– Deliver to the market– New brand of grill– Sustaining a presence
Situation Analysis
• Customers• Demand• Purchasing patterns• Competitions• Growth and stability
Situation Analysis Outsource
Framing Welding $45.00
BMM Sheet Metal Steel Enclosure $65.00
In-House Assembly
Valves (Gas) 24.32 $97.28
Misc (bolts, washers, nuts,etc.) $5.00
Piping/drain $12.00
Felt/gaskets $18.00
Hinges $12.00
Wheels 4 $32.00
Outer Skin $65.00
Ball valve $16.00
Insulation $45.00
Transportation $85.00
Labor assembly/grill 8 $58.00
Bulk Purchase
Aluminum Square Tubing 50 ft /[email protected]/ft $92.50
Total Cost $647.78
Wholesale (Direct to Retailer) 30% $842.11
Retail Margin (Direct to Customer) 60% 30B/30M $1,094.75
Profit Margin (Direct to Retailer) 30% $194.33Profit Margin (Direct to Customer) 60% 30B/30M $446.97
SWOT Analysis • Strengths
– 1st smoker, propane grill, and charcoal grill– Leveraging specialty retailers supply chain capabilities
• Weaknesses– Brand recognition– Start company with limited resources
• Opportunities– Seize market share in the outdoor grilling market– Creation of a new grilling product category
• Threats– Established grill brands as Weber, Char-Broil, Charm-glow– Economic downturn and declining sales of outdoor home
entertainment
Marketing Goals & Objectives
• The Ultimate Grill– Efficient cross functional grill
• Objectives– Three specialty retailers– Utilizing advertising and promotional incentives
Marketing Strategy
• Primary target market• Product strategy• Differentiation and positioning strategy• Pricing strategy
Model Green Egg XL Ultimate Grill Weber Summit E450
Price $1199 $999.00 $1699
Weight 205 lbs 240 lbs 243 lbs
Cook Surface 425 sq. in. 640 sq. in. 580 sq. in.
Charcoal Yes Yes Yes
Gas No Yes Yes
Smoker Yes Yes No
Hamburgers 24 37 32
Ribs 14 vertical 21 vertical 19 vertical
Custom colors No Yes No
Marketing Implementation
• Product activities• Pricing activities• Distribution/supply chain activities• IMC (promotion) activities
Marketing Implementation Specific Activities
Assigned Responsibility
Required Budget ($225k/100%)
Estimated Completion Time
Product Activities
1. Sign lease on small manufacturing shop in Georgia. President $25k/ 11.1% Month 1
2. Set up shop with necessary tools to assemble manufacture grills
Operations Manager
10k/ 4.4% Month 1
Pricing Activities 1. Offer a $50 manufacturer rebate to customers who purchase a grill during a designated two-month time period in the beginning of our distribution agreements with the specialty stores.
VP Marketing $40k/ 17.8% Months 3-4
Distribution/Supply Chain Activities 1. Obtain distribution agreements with Bass Pro Shop, Brookstone, Costco, REI, etc.
President and VP-Marketing
$15k/ 6.7% Month 2
IMC (Promotion) Activities 1. For every 4 grills that one of our specialty store retailers buys from us and sells, they will get a $100 discount on the 5th grill. VP Marketing $100k / 44.4% Month 3
2. Newspaper advertisement (print & online) in sports section of local newspapers of cities hosting NASCAR races VP Marketing $10k/ 4.4% Month 8
3. Offer $25 Visa gift card to customers who recommend The Ultimate Grill to a friend, where the friend then purchases the grill.
VP Marketing $25k/ 11.1% Month 12
Implementation TimelineMonth 9/09 10 11 12 1/10 2 3 4 5 6 7 8
Product Activities
1. Sign lease on small manufacturing shop in Georgia.X
2. Set up shop with necessary tools to manufacture grillsX
Pricing Activities
1. Offer a $50 manufacturer rebate to customers who purchase a grill during a designated two-month time period in the beginning of our distribution agreements with the specialty stores.
X X
Distribution/Supply Chain Activities
1. Obtain distribution agreements with Bass Pro Shop, Brookstone, Costco, REI, etc.
X X X X X X X X X X X
IMC (Promotion) Activities
1. For every 4 grills that one of our specialty store retailers buys from us and sells, they will get a $100 discount on the 5th grill.
X X
2. Newspaper advertisement (print & online) in sports section of local newspapers of cities hosting NASCAR races
X X X X
3. Offer $25 Visa gift card to customers who recommend The Ultimate Grill to a friend, where the friend then purchases the grill. X X X X X X X X X X X
Questions