"error: neither -p product specified nor ANDROID_PRODUCT_OUT set" when trying to `fastboot flashall -w` on Nexus 7

I am trying to flash the latest 6.0.1 build onto my Nexus 7 tab.
I picked MOB30X build from here naveen@gandalf:~$ fastboot devices 015d2a4ffd181016 fastboot But, when I do naveen@gandalf:~$ fastboot flashall -w error: neither -p product specified nor ANDROID_PRODUCT_OUT set What is this product about? Further, Looking like the build comes with a nice installation file **flash-all.sh** While running fastboot -w update image-razor-mob30x.zip I'm again hitting this error > checking product...
> FAILED Here's the complete log file

naveen@gandalf:~/Playground/android/razor-mob30x$ sudo fastboot -w update image-razor-mob30x.zip
[sudo] password for naveen: 
archive does not contain 'boot.sig'
archive does not contain 'recovery.sig'
archive does not contain 'system.sig'
archive does not contain 'vendor.img'
Creating filesystem with parameters:
    Size: 30550261760
    Block size: 4096
    Blocks per group: 32768
    Inodes per group: 8192
    Inode size: 256
    Journal blocks: 32768
    Label: 
    Blocks: 7458560
    Block groups: 228
    Reserved block group size: 1024
Created filesystem with 11/1867776 inodes and 161260/7458560 blocks
Creating filesystem with parameters:
    Size: 464519168
    Block size: 4096
    Blocks per group: 32768
    Inodes per group: 7088
    Inode size: 256
    Journal blocks: 1772
    Label: 
    Blocks: 113408
    Block groups: 4
    Reserved block group size: 31
Created filesystem with 11/28352 inodes and 3654/113408 blocks
--------------------------------------------
Bootloader Version...: 4.23
Baseband Version.....: N/A
Serial Number........: 015d2a4ffd181016
--------------------------------------------
checking product...
FAILED

Device product is 'grouper'.
Update requires 'flo'.

finished. total time: 0.157s