Barbecues - from eating to event
Weber-Stephen has been firmly established as an anchor brand in barbecue shops and hardware stores for years, strengthening the entire category. However, in food retail the “barbecue” category tends to suffer from a lack of uniform alignment and positioning, which means that its full potential is not exploited. In order to achieve long-term optimisation of the category, we carried out a category management study in collaboration with Weber-Stephen. We generated shopper and brand insights in order to identify and leverage the potential of the Weber-Stephen brand in food retail.
Check out the following case study in German to see how the project went and which methods we used. You will also get an overview of the insights generated: