First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. Following the description of the above customer categories is a discussion of the behaviour of plumbers, which is essential to understand the true nature of the market. 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. It is definitely a riskier approach, but is a calculated risk i. Customer Behaviour A detailed description of the above figure is as follows, along with the product that Aqualisa offers to cater to their need. Auth with social network: About project SlidePlayer Terms of Service.
A product is any offering by a company to a market that serves to satisfy customer needs and wants. Following is Ansoff’s matrix that suggests corporate growth strategis: Enter the email address you signed up with and we’ll email you a reset link. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers. Customer Behaviour A detailed description of the above figure is as follows, along with the product that Aqualisa offers to cater to their need. It is agreed that the costs will be high and is a risky proposition. Comparing Aquavalve Value to Quartz Standard:
Only one company has been able to create some product awareness i. Final installation was usually carried out by the plumbers.
Hence, the trade shops plumber’s merchants have seen very poor sales. However, the property developers do caze face the problems of water pressure and are faced with the different set of issues. If you wish to download it, please recommend it to your friends in any social system. As a result, I think that plumbers have a huge influence on the showers choice.
Style is what dominated their quarzt. Gainsborough, Aquavalve and Aquastream Manual ranging from 95 to 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. They usually shopped at showrooms which had technical experts to explain the various product options and help them in evaluating xase selecting the right product. 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.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
Being better informed than the other two segments, plumbers had very little influence on this category. Strategic brand management 4th edition. Aqualisa offered the ShowerMax brand to this category at a significantly lower price than their squalisa products and fewer features.
A few important facts can be seen from the table as below: They do not require showers that have premium valves because the new homes are built with high-pressure systems.
Log In Aqualusa Up. However, Quartz flexibility of installation makes it a DIY product.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2 – ppt video online download
Following the description of the above customer categories is a discussion of the behaviour of plumbers, which quargz essential to understand the true nature of the market. Jobber Clearly, Aqualisa falls in the Product development box.
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Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. The plumbers in turn are influenced by the property developers. Hence, Aqualisa should use its existing brand qjartz and awareness in the market to launch the ad campaign for Quartz and build product awareness. But, within this individual customer category there are sub-segments based on varying needs.
(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –
As such, the ease of installation makes it attractive for the most novice customer. The product described by one of the customers a plumber is a ‘push-fit-connect-you’re done’ shower and offers the customers ‘what they the plumbers want’. 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.
Aqualisa needs to develop an effective positioning strategy for Quartz, so that it does not cannibalize their existing products and also gains substantial entry into the market at the same time. Technological advancement in the last 20 years has been tremendous and although customers are wary of innovations, it is not impossible to sell a technologically adept product to them.
About project SlidePlayer Terms of Quarts. However, one incident in the case suggests that once a plumber installs Quartz he is immediately a ‘convert’. Aqualisa’s sales team targeted ‘their group’ of plumbers by introducing them to the product.
My presentations Profile Feedback Log out. He is re-evaluating their existing strategy regarding the overall positioning of the product, distribution channels and effectively pricing and aqualiwa Quartz. The consumers’ decisions are largely influenced by the plumber – either the plumber selects the shower or advices them on the type not the brand.