Field test that were conducted before the launch of the product to ensure that it met the needs of its customers resulted in the ‘wow’ factor. Since, price is very important to this category they do not like to spend money on solutions that require excavations as they would increase installation costs. Once a product goes into DIY, it is almost impossible to back out. Aqualisa enjoys a good reputation and brand name in the market. However, one incident in the case suggests that once a plumber installs Quartz he is immediately a ‘convert’. Masfiqur Rahman Surovi Alam Group 6. Quartz has been made available through all of Aqualisa’s distribution outlets, but in varying degrees.
Branding and the Marketing program. Assuming that they fall in the middle of the two categories, style would be a consideration but not important. Each of these is further subdivided based on two variables: They are able to offer customers the actual users with a display – which is a key to Quartz success. Quartz provides high flexibility of installation – the use of remote processor to control the thermostatic mixer valve has overcome the need to excavate since it can be conveniently placed anywhere close to the shower where there is access to water pipes and has tremendously reduced installation times and costs. However, the property developers do not face the problems of water pressure and are faced with the different set of issues. Customers in this category are mainly concerned with low price and convenience.
Despite the above facts, Quartz has experienced poor sales and has not met the company’s expectations. 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. This report analyzes Aqualisa’s existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion.
Hence, Aqualisa should use its existing brand image and awareness in the market to launch the ad campaign for Quartz and build product awareness. Hence, it is suggested that Aqualisa concentrates more on exploiting these three channels for the next six months i.
Secondly, Aqualisa can look at market penetration for its Aquavalve brand and develop market in other regions or geographical locations. The case does not give enough evidence of Quartz being made available in the DIY stores. Based on the analysis, recommendations have been quarzt that will help Aqualisa in developing an effective marketing strategy. Customers in this category are mainly concerned aquaalisa low price and convenience.
Remember me on this computer. Aqualisa’s sales team targeted ‘their group’ of plumbers by introducing them to the product.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
However, the plumbers are sceptical of Quartz electronic and innovative products for the reasons mentioned earlier. Based on the information in the case, they can be divided into mainly two categories of customers: So what should Rawlinson do?
Strategic brand management 4th edition. Aqualisa Quartz Case Analysis. However, Quartz flexibility of installation makes it a DIY product. Hence, ease of installation is very important to them. As suggested by Ansoff, this is riskier than the market development strategy. If Aqualisa vase plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers.
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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. They are quite loyal to the brand that they have chosen and are apprehensive of any product innovations. Quartz has become the leading product of the showrooms, where it has gone on display.
Aqualisa Quartz by Kevin Lehman on Prezi
This also includes a category of customers called DIY, consisting mainly aquaisa landlords and apartment dwellers – who install and select their own showers.
The only product offered by Aqualisa for this category was Aquastyle at Developers: Assuming that they fall in the middle of the two categories, style would be a consideration but not important. The challenge for Aqualisa is in effectively communicating to its customers and making them aware of the fact that they have developed such a product, before their competitors catch up.
Being better informed than the other two segments, plumbers had very little influence on this category. They are able to offer customers the actual users with a display – which is a key to Quartz success. The suggestion is that Aqualisa should not change the product.
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Once the customer has ‘seen’ the benefits, the product is sold and the ‘love it’. Aqualisa has developed a product that its customers want, who are just not aware of its benefits. Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Customers in this category are mainly wuartz with reliability and performance.
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.
Since, price is very important to this category they do not like to spend money on solutions that require excavations as they would increase installation costs.