BARBEQUES GALORE (launch)

Product: cooking grills from entry level charcoal to luxurious outdoor gas kitchens; proprietary and national brands

Objectives:

• position grills as fascinating, sexy, and aspirational products for a wide spectrum of male customers
• differentiate between the sometimes similar looking proprietary brands, facilitating comparisons of features
• create a starting point for dialogue between potential customers and in-store sales representatives
• upsell and promote customization