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. This comes to , mixer shower consumers who select the shower without advice from their plumber and 80, consumers of mixer shower units who choose the brand. Skip to main content. Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them. This means that the campaign only needs to get a few thousand customers to convince their plumbers and then plumber loyalty will cause sales of the Quartz to reach the 36, minimum sales per year goal through the market potential displayed in Exhibit 2. 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. The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz.
Simply a Better Shower. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. Consequently, the real problem here is how to boost sales. Enter the email address you signed up with and we’ll email you a reset link. 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.
Enter the email address you signed up with and we’ll email you a reset link. Simply a Better Shower. Marketing1 Day 4 for Class.
The possible customer base ranges from a minimum of 53, to a maximum ofunits sold annually.
Aqualisa- Case Analysis by Francesca Marino on Prezi
I believe that the best solution for Aqualisa is to focus on plumbers because they are the primary customers of trade shops which has the most sales volume in the U. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.
Aqualisa can reach and convince plumbers to use Summar by implementing the followings: 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.
Help Center Find new research papers in: Click here to sign up. 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. Despite the Quartz providing plumbers exactly what they want — a guarantee to not brake down and ease of Installation- plumbers are extremely brand loyal and are very reluctant to switch rand. DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands.
Skip to main content. Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled. First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted.
Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment.
The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz. Similarly, plumbers will help convince developers by suggesting the studg product. Despite of its features such as quality, safety, cost of installation and ease of installation and usage, the early sales have been disappointing. While waiting for the advertisement campaign to kick in, the Quartz can find a quick niche within the potential market oftodase sold annually.
There also must be an incentive for these people to devote their time. Consequently, the real problem here is how to cwse sales. 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. Aqualisa should accept products that are returned within 6 sumkary if there is any problem with installation or product without any conditions.
Remember me quarta this computer. 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 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.
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. Strategic Marketing Management Student Name: Strategic brand management 4th edition.