Marketing Plan for a Gas Patio Caddie

Paper Summary:

This paper is a presentation of a marketing plan for a mass-market product. The authors segmented the market into a primary market, Group X that is environmental friendly, and a secondary market, Group Y that loves the outdoors but is more down scale. The paper continues to describe how they would sell successfully the grill and discusses why each action is taken.

Table of Contents
Market Segmentation
Target Market
Positioning
Competition
Product
Price
Place (Distribution)
Promotions
Environmental Forces in Marketing

From the Paper:

"The Char-Broil LP Gas Patio Caddie will be positioned through advertisements and commercials. This caddie will be positioned in be two different circumstances. The photos in these advertisements will be taken in parks or out in the open. They will feature couples that are enjoying themselves cooking with this small, portable grill. The idea will be to convey a feeling of happiness because this couple has the opportunity to use a grill instead of having to start a fire and cook off the ground. The other advertisements will show families with a small backyard that are trying to fit everything they want into that backyard and then have a grill that fits in tight places that would otherwise be unused."

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