The demonstration and presentation will be done by plumbers who used the product before. The consumers’ decisions are largely influenced by the plumber – either the plumber selects the shower or advices them on the type not the brand. The ‘itch to think big’ leading to adoption of such calculated riskier alternatives will lead Aqualisa to success. Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Getting to know the Terms Customers: Final installation was usually carried out by the plumbers.
It is agreed that the costs will be high and is a risky proposition. Each of these is further subdivided based on two variables: Auth with social network: Simply a Better Shower. Although the plumbers are not Aqualisa’s prime customers, they have huge influence on the individual market segment, especially the value and standard customers.
Despite the above facts, Quartz has experienced poor sales and has not met the company’s expectations. Customer Behaviour A detailed description of the above figure is as follows, along with the product that Aqualisa offers to cater to their need. Introducing a new product in the market can be challenging for a company, especially when the customers have had a ‘previous bad’ experience with similar products.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2 – ppt video online download
Aqualisa offers its products through a wide range of distribution outlets – from trade shops, showrooms, DIY Sheds, plumbers and contract outlets. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance.
As described above, Quartz is a fairly new product and launch of a new product requires awareness. To make this website work, we log user data and share it with processors. It is agreed that the costs will be high and is a risky proposition. So what should Rawlinson do? Style or auqalisa is not their primary concern; but, functionality plays an important role. Product and Brand Management. Masfiqur Rahman Surovi Alam Group 6. Although they are not the end consumer, their role will be significant for Aqualisa when creating an effective marketing strategy.
Quartz is an improvement over Aqualisa’s existing product range.
This report analyzes Aqualisa’s existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion. The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz. Following the description of the above customer categories is a discussion of the studyy of plumbers, which is essential to understand the true nature of the market.
Hence, it is suggested that Aqualisa studdy more on exploiting these three channels for the next six months i.
Their channel relationships are strong and positioning has helped them achieve a good brand name in casee market. Consequently, the real problem here is how to boost sales.
Also, it does not give enough evidence on the product being made available to property developers. Log In Sign Up. Answers to Case Study. We think you have liked this presentation. Remember me on this computer. In addition to this, plumbers also work wuartz developers, showrooms, contractors or directly for consumers.
About project SlidePlayer Terms of Service. It was developed after undertaking a thorough market analysis and identifying the problems in existing products resulting in a product that ‘customers actually want’ The product is offered in two models – the Quartz standard not requiring a pump to boost water pressure and Quartz Premium including the pump.
Only one company has been able to create some product awareness i. The table below, lists a few characteristics Figure 1: Once plumbers are convinced and informed about the benefits of the new product like ease of installation, they will become a source of word of mouth to push showrooms to call attention to Quartz by emphasizing the low cost of installation.
Branding and the Marketing program.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
However, one incident in the case suggests that once a plumber installs Quartz he is immediately a ‘convert’. Each of these is further subdivided based on two variables: The Quartz was awarded the top prize at the Bathroom Expo and received great reviews from all reporters, who were enthusiastic about the ‘cleverness’ of the product and ‘elegant design’.
The number of plumbers and developers should be identified as 5 aqjalisa and 5 developers from each city which will be total given 50 cities in the U.