You are on the global GfK website. Visit our local website for more offerings and information in your country.
The Char-Broil brand is recognized globally by professional and home chefs alike for its gas and electric BBQ grills. Founded in the US, the company has expanded into Europe, opening an HQ in Hamburg in 2016 where the team is based. The brand is sold via retail partners who are a vital part in the success of the brand’s range of products.
GfK works with the team at Char-Broil in Hamburg to help understand market share and sales performance both by segment and also by channel. This analysis supports the company’s important retail relationships by providing evidence of the brand’s authority and appeal, as well as its metrics versus the competition.
With innovation central to its ethos, Char-Broil has built a reputation for being cool and modern, with great product features complemented by brilliant design. It’s vital that the brand team stays up-to-date with changes in its overall performance to maintain - and of course, improve – the premium brand’s positioning in a crowded market.
Internally this information is core to the company’s own metrics, including its brand value index. The intelligence feeds into KPIs including aided and unaided brand awareness, top-performing products, performance improvements over time, and more. These data points and insights are used to evaluate progress against targets and to develop and improve sales, marketing, and communication campaigns.
GfK not only helped Char-Broil to track their current performance, but also assisted with making strategic decisions for the future. GfK integrated the syndicated segmentation “Roper Consumer Styles” into the brand health study. This gave Char-Broil the opportunity to focus their strategy on the most valuable segments, thus maximizing the return on investment of future marketing and innovation activities.
Char-Broil and GfK started working relatively recently, just pre the start of the pandemic in 2020. During the challenging years that followed, the brand was able to use Market Intelligence, sales data, and customized studies to understand how consumers were reacting to lockdowns and how to respond. As the ‘at home’ trend embedded during pandemic lockdowns is embraced by consumers as we emerge from the crisis, the working relationship looks set to grow along with demand for BBQs.
GfK research identifies a fresh combination of techniques to make surveys more accurate
Plan smarter, act with purpose, and use insights to build an irresistible brand. Get tips on how to strengthen your brand based on your specific business objectives - it takes less than a minute and it's free!
Deliver what they want and need every time.