Expanding the Market
American barbeque giant Char-Broil wanted to expand into new territories with a product that would sell throughout Europe. Smallfry made an in-depth analysis of regional tastes and expectations for barbecues across the major European markets. This included key customer opinions, store visits and customer focus groups conducted in four key countries to identify regional variations and similarities.
Combined with Smallfry’s own hands-on product evaluation techniques this study uncovered the key customer-focused features needed to produce a winning product specification.
Design for Manufacture
To ensure these carefully developed features were realised in the final product, Smallfry fully detailed the design for manufacture and oversaw the implementation of the product through the chosen Asian vendor.
The resulting feature-sets and styling proposals were then validated through consumer product clinics to verify their appeal in each territory.
The result was a single product platform that successfully increased the penetration of all of Char-Broil’s target European markets.