But, this should be viewed as an investment and not as a cost; since Quartz is going to lead Aqualisa’s market for other electronic product innovations and success of Quartz will give Aqualisa the first mover advantage in the market. In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new product. There also must be an incentive for these people to devote their time. Each of these is further subdivided based on two variables: Conclusion Aqualisa has truly developed a product that is going to lead the market – however has faced challenges in terms of effectively positioning it and delivering it to the end customer.
Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. Quartz is an improvement over Aqualisa’s existing product range. Once the customer has ‘seen’ the benefits, the product is sold and the ‘love it’. The incentive should be giving the Quartz shower to every participant because when they try it, they will get over with the skepticism toward technologically new products — at least for Quartz. Products offered by Aqualisa for this category are Gainsborough, Aquavalve and Aquastream Thermostat ranging from to , offering better quality and state-of-the-art technology. Quartz seems to offer exactly what the developers want – a value product with much desired flexibility. 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.
Jobber Clearly, Aqualisa falls in the Product stjdy box. Secondly, Aqualisa can look at market penetration for its Aquavalve brand and develop market in other regions or geographical locations. If you wish to download it, please recommend it to your friends in any social system.
However, the plumbers are sceptical of Quartz electronic and innovative products for the reasons mentioned earlier. Answers to Case Study.
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Everybody can do the installation Good pressure Reliable temperature Safe to use What to sell Turbo charged option 5 years warranty Climate control New innovative product but old marketing strategy Product? As for now, Aqualisa should not focus its resources on the trade shops and plumbers.
Customers in this category are mainly concerned with reliability and performance. However, they do have relationships with the plumbers who will install the showers that the developers select.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
Hence, Aqualisa should use its existing brand image and awareness in the market to launch the ad campaign for Quartz and build product awareness. In addition, they receive a product that is much advanced and better in all respects. Customers in this category are mainly concerned with low studj and convenience.
So what should Rawlinson do? The ‘itch to think big’ leading to adoption of such calculated riskier alternatives will lead Aqualisa to success. The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz.
As mentioned earlier, the consumers’ knowledge of showers is very limited. Help Center Find new research papers in: Gainsborough, Aquavalve and Aquastream Manual ranging from 95 to Customers in this category expected performance and service as a base criteria to be on their qualifying list of products. Products offered by Aqualisa for this category are Gainsborough, Aquavalve and Aquastream Thermostat ranging from tooffering better quality and state-of-the-art technology.
Aqualisa Quartz Case Analysis. He is re-evaluating their existing strategy qyartz the overall positioning of the product, distribution channels and effectively pricing and promoting Quartz. About project SlidePlayer Terms of Service.
However, one incident in the case suggests that once a plumber installs Quartz he is immediately a ‘convert’. In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new product. This also includes a category of customers called DIY, consisting mainly of landlords and apartment dwellers – who install and select their own showers.
In order to promote Quartz, Aqualisa has adopted several approaches – exhibitions, face-to-face contact with plumbers, and advertisement in The Mail on Sunday. Quartz has been made available through all of Aqualisa’s distribution outlets, but in varying degrees. This report analyzes Aqualisa’s existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion.
Being better informed than the other two segments, plumbers had very little influence on this category. Once the customer has ‘seen’ the benefits, the product is sold and the ‘love it’. Some of the reasons are related to distribution channel, promotional strategy and positioning of the product. Aqualisa enjoys a good reputation and brand name in the market. Once the plumbers have been influenced and there are many ‘converts’, Aqualisa should make Quartz available in the trade shops since they tend to carry the products that are in demand.