Brand Analysis Grady White Boats PDF

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Value Proposition for Grady White Boats

Anonymous

University of the People BUS 5112 Marketing Management University of the People June 23, 2021

Product Grady-White is one of the most respected American boatbuilding companies in the world. They specialize in creating fiberglass coastline boats for people who want to fish and use them for their family's recreation. They have designed five distinct product model ranges that have features which support the following uses: offshore fishing, shallow water fishing, inshore fishing, saltwater fishing, freshwater fishing, day cruising, watersports, all-round boating, family boating, overnighting, and short-term liveaboard, (White: Models) Their models are continuously improved with the evolution of technology and with the feedback they receive from customers. To effectively support their customers, Grady-White has extensive training it gives to its dealers. The support is further enhanced by providing customer relations support directly via its website and providing access to the owner's manual, updates to apps used to communicate with the boat's electronic equipment, customer tips, and frequently asked questions. (White: Grady Owners)

Price Grady-White boats are not cheap when compared to similar models offered by competitors. When typing in 'Grady-White' in Google search, one of the most frequently asked questions that people search afterward for is "Why are Grady-White boats so expensive?" I have seen many reasons that dealers and customers have given, including the perceived quality construction, excellent design and handling, brand loyalty, and support (Sullivan, 2020).

However, one compelling reason I found most exciting is that Grady-Whites boats hold their value over time and resale at very high prices (Sullivan, 2020).

Place Grady-White boats are primarily sold thru their dealer channel. Grady-White provides exceptional training to the dealers, which enables them to sell and service their boats effectively. Their website displays prospective customers' names and locations closest to where they live and works with those dealers to provide quotes for their customers (White: Find My Dealer). There are dealerships in most areas of the world. Grady-White will sell to the customer in the rare case in which there is no dealer in the customer's country.

Promotion Grady-White promotes its products by various means. For example, it participates in boat shows (White: Boat Shows), creates its events called Grady Life (White: Grady Fest), and promotes dealer events. (White: Dealer Events). These events include fishing tournaments, seminars, customer appreciation parties, and overnight and day trips. It facilitates fan groups called "Grady Clubs," allowing Grady-White boat owners to meet and participate in organized boating events. These clubs are very much like the clubs you would find in other brands such as Harley-Davidson, Porsche, and Ferrari; this undoubtedly creates loyal customers who promote the products to others. (White: Grady Clubs).

Grady-White has a significant internet presence, which it utilizes to promote its brand. Grady-White has an attractive and well-organized website which it uses to promote its products. They actively use Google Ads for display advertisements for customers searching for boats. I reviewed multiple boating-related magazine websites and discovered many

reviews of Grady-White Products. When searching for Grady-White reviews on Google, over 28 million results were found. Grady-White's YouTube channel currently has over 5,000 followers Grady-White provides sales promotion special pricing through Grady-White dealers (White: Grady Days Sales Event).

Brand Evolution By studying the changes in the product and its response to the market, I believe that the brand is changing to focus on the recreational sports fisherman who also wants to use their boats for their families' recreation. It is reaching out to that market via social media and promoting lifestyle events that attract those customers.

Value Proposition Our customers enjoy our boats to support their fishing passion and for their families' recreation use. They are comforted by the boat's value retention, quality, reliability, ease of handling, and the support they will get should they need it

References: Sullivan, S. (2020, March 01). 4 Most-Common Problems With Grady White Boats. Retrieved September 10, 2020, from https://www.godownsize.com/common-problemsgrady-white-boats/ White: Boat Shows. (n.d.). Retrieved September 09, 2020, from https://www.gradywhite.com/explore/the-grady-life/boat-shows/ White: Conservation & Advocacy. (n.d.). Retrieved September 09, 2020, from https://www.gradywhite.com/explore/the-grady-life/conservation-advocacy/ White: Grady Clubs. (n.d.). Retrieved September 09, 2020, from https://www.gradywhite.com/explore/the-grady-life/grady-clubs/ White: Grady Days Sales Event. (n.d.). Retrieved September 10, 2020, from https://www.gradywhite.com/my2021-grady-days/ White: Dealer Events. (n.d.). Retrieved September 09, 2020, from https://www.gradywhite.com/explore/the-grady-life/dealer-events/ White: Grady Fest. (n.d.). Retrieved September 09, 2020, from https://www.gradywhite.com/explore/the-grady-life/grady-fest/ White: Grady Owners. (n.d.). Retrieved September 10, 2020, from https://www.gradywhite.com/explore/grady-owners/ White: Models. (n.d.). Retrieved September 10, 2020, from https://www.gradywhite.com/models/...