2. Table of Contents
Product Analysis
Company History: Pottery Barn 1
Product 2
Features and Benefits 3-5
Competition
Company History: Restoration Hardware 6
Product 7
Features and Benefits 8-10
Company History: Z Gallerie 11
Product 12
Features and Benefits 13-14
Consumer Analysis
Primary Consumer
Psychographics 15-19
VALS 20-21
PRIZM NE 22-23
Educational Assessment 24
Maslow’s Hierarchy of Needs 25
Secondary Consumer
Psychographics 26
VALS 27
PRIZM NE 28
Strategic Analysis
The Selling Process Overview 29
Analysis 30-34
Main Selling Points and Key Motivators 35-36
Follow Up Plan 37
Appendices
Appendix A: Sales Script
Appendix B: News Articles
Appendix C: Works Cited
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