AQUALISA QUARTZ CASE STUDY SUMMARY
Aqualisa should invite plumbers and developers from all over the country for a weekend conference to present the benefits of the new product and demonstrate the ease of installation. For this reason, Aqualisa will give a free product to those of consumers. The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz. Similarly, plumbers will help convince developers by suggesting the new product. The problem is not that sales are low, but the reasons why sales are not as expected.
Remember me on this computer. Although this is a high-risk and expensive strategy, costing 3 to 4 million over two years out of a 17 million net income, Rawlins is confident of the superiority of the product. Marketing1 Day 4 for Class. Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. There also must be an incentive for these people to devote their time. Click here to sign up.
The case implies a time constraint of Just a few years aquallisa competitors introduce a similar product. Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them.
Simply a Better Shower. How about receiving a customized one? Aqualisa Quartz Case Analysis. The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz. The primary customer of trade shops are plumbers.
On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. Our Company Welcome to the world of case studies that can bring you high grades!
Log In Sign Up. The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz. Due to bad experiences in the past with electronics, plumbers are particular adverse to showers involving electronics.
DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands. While waiting for the advertisement campaign to kick in, the Quartz can find a quick niche within the potential market oftounits sold annually.
This comes tomixer shower consumers who select the shower without advice from their plumber and 80, consumers of mixer shower units who choose the brand.
This means that the advertising campaign will gain brand stydy for the Quartz within the DID and premium shopper market segments even if the ad campaign only targets consumers who make their own decisions.
Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Marketing1 Day 4 for Class. First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product.
In addition to this, plumbers also work for developers, showrooms, contractors or directly summmary consumers. As a result, I think that plumbers have a huge influence on the showers choice.
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The case does not specify what percentage of electric shower summaty power shower consumers choose shower type independently.
MBA Case Analysis & More Marketing – Aqualisa Quartz
Strategic Marketing Management Student Name: Skip to main content. Strategic brand management 4th edition. The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which will be total given 50 cities in the U. Remember me on this computer.
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.
With each plumber installing showers a year, a single instance of a plumber using the Quartz translates into annual installations if not more due to fractional installation time and the potential of apprentices rather than Just master plumbers doing independent installations.
Aqualisa- Case Analysis by Francesca Marino on Prezi
Similarly, plumbers will help convince developers by suggesting the new product. The problem is not that sales are low, but the reasons why sales are not as expected. As we can see, plumbers play a big mediator role in the distribution channel and reaching the end consumers.