Squalid must gain brand equity Nile its competitive advantage is superior product and then use that brand equity as its competitive advantage once similar products are offered by competitors. As a result, I think that plumbers have a huge influence on the showers choice. First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. 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. The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz. Aqualisa Quartz Case Analysis.
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.
Similarly, plumbers will help convince developers by suggesting the cas product. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. On cxse other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted.
Aqualisa Quartz | Case Study Template
Simply a Better Shower.
(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –
Click here to sign up. 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. Many factors reduce the risk of this strategy.
First of all, trade shops focus aqyalisa demand and they do not have time to explain the benefits of the new 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.
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.
Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers. Strategic Marketing Management Student Name: 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.
Strategic brand management 4th edition. DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands.
The possible customer base ranges from a minimum of 53, to a maximum ofunits sold annually. In addition to this, plumbers also work for developers, showrooms, contractors or directly for consumers.
I believe that the best solution for Aqualisa is to focus on plumbers because they are sttudy primary customers of trade shops which has the most sales volume in the U. Marketing1 Day 4 for Class. The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz.
Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: 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.
Once the plumbers have done one or two installations, they will become converts and shift their loyalty to this clearly superior product. Welcome to the world of case studies that can bring you high grades! Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them. Aqualisa Quartz Case Analysis. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance.
Aqualisa should accept stucy that are returned within 6 months if there is any problem with installation or product without any conditions. Help Center Find new research papers in: The case does not specify what percentage of electric shower and power shower consumers choose shower type independently.