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. 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. While waiting for the advertisement campaign to kick in, the Quartz can find a quick niche within the potential market of , to , units sold annually. Strategic brand management 4th edition. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.
The problem is not that sales are low, but the reasons why sales are not as expected. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. 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. The case does not specify what percentage of electric shower and power shower consumers choose shower type independently. The biggest issue is having problems with reaching plumbers because they are the key players in terms of being a reliable source for consumers when choosing the product. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.
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.
Marketing1 Day 4 for Class. Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions. For this reason, Aqualisa will give a free product to those of consumers. Once plumbers are convinced and informed about the benefits of the new qaurtz like ease of installation, they will become a source of quadtz of mouth to push showrooms to call attention to Quartz by emphasizing the low cost of installation.
Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them. 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.
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(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –
Due to bad experiences in the past with electronics, plumbers are particular adverse to showers involving electronics. Many factors reduce the risk of this strategy. Similarly, plumbers will help convince developers by suggesting the new product.
Would you like to get a custom case study? 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. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because sgudy primary customer is quagtz plumbers.
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. Remember me on this computer.
Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. Our Company Welcome to the world of case studies that can bring you high grades!
Strategic Marketing Management Student Name: The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz. With each plumber installing showers a year, a single instance of a plumber using the Quartz translates into annual installations aqualiea not more due to fractional installation time and the potential of apprentices rather than Just master plumbers doing independent installations.
For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand.
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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 a result, I think that plumbers have a huge influence on the showers choice.
The case does not specify what percentage of electric shower and power shower quartx choose shower type independently. The primary customer of trade shops are plumbers. Some quarrtz the reasons are related to distribution channel, promotional strategy and positioning of the product.
MBA Case Analysis & More Marketing – Aqualisa Quartz
Help Center Find new research papers in: 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. I believe that the best solution aualisa Aqualisa is to focus on plumbers because they are the primary customers of trade shops which has the most sales volume in the U. On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted.
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.