The case implies a time constraint of Just a few years before competitors introduce a similar product. 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. Within this large number of potential consumers, the goal of the ad campaign would require that only a small argental of them get their plumbers to install the Quartz. This will also help build brand awareness, so the company can also target those types of consumers which will eventually lead more and more word of mouth. The possible customer base ranges from a minimum of 53, to a maximum of , units sold annually.
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. Many factors reduce the risk of this strategy. Enter the email address you signed up with and we’ll email you a reset link. Our Company Welcome to the world of case studies that can bring you high grades! Simply a Better Shower.
Risk is diminished even further because the consumers who make their own decisions are part of the same general public as other shower unit consumers.
Many factors reduce the risk of this strategy. Even though plumbers suggest Quartz, some price conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category.
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Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled.
Despite of its features such as quality, safety, cost of installation and ease of installation and usage, the early sales have been disappointing. The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which caee be total given 50 cities in the U.
Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them.
Strategic Marketing Quaetz Student Name: Within this large number of potential consumers, the goal of the ad aqualia would require that only a small argental of them get their plumbers to install the Quartz. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. The problem is not that sales are low, but the reasons why sales are not as expected. Simply a Better Shower. Consequently, the real problem here is how to boost sales.
Click here to sign up. Some of the reasons are related to distribution channel, promotional strategy and positioning of the product.
MBA Case Analysis & More Marketing – Aqualisa Quartz
DID shoppers place little emphasis on aesthetics so this could be easy point of stuxy the premium and value brands. Although this is a high-risk and expensive quatrz, costing 3 to 4 million over two years out of a 17 million net income, Rawlins is confident of the superiority of the product.
As we can see, plumbers play a big mediator role in the distribution channel and reaching the end consumers. First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product.
Strategic brand management 4th edition. Despite the Quartz providing plumbers exactly what they want — a guarantee to not brake down and ease of Installation- plumbers sttudy extremely brand loyal and are very reluctant to switch rand.
Help Center Find new research papers in: 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.
Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. Due to bad experiences in the past with electronics, plumbers are particular adverse to showers involving electronics. The incentive should be giving the Quartz shower to every participant because when quarts try it, they will get over with the wtudy toward technologically new products — at least for Quartz.
Similarly, plumbers will help convince developers by suggesting the new product. Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Log In Sign Up. The primary customer of trade shops are plumbers.
The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers. Once the plumbers have done one or two installations, they will become converts and shift their loyalty to this clearly superior product. This means that the advertising campaign will gain brand equity for the Quartz within the DID and premium shopper market segments even if the ad campaign only targets consumers who make their own decisions.