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. By making a lot of researches and surveys, it Nas felt that the customers were not satisfied with 2 main problems: Due to bad experiences in the past with electronics, plumbers are particular adverse to showers involving electronics. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers. 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. Squalid should pay much more attention to the plumbers. Marketing1 Day 4 for Class.
According to the showings, Quartz showers have the highest contribution margin per unit and largest potential market Ninth no direct competitors which offer the same products. How about receiving a customized one? Let is very important to get involved plumbers. 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. Squalid should pay much more attention to awareness of a product. Aqualisa Quartz Case Analysis.
But the problem is there is no connection between plumbers and customers. Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment.
Many factors quarhz the risk of this strategy. Although this caxe a high-risk and expensive strategy, costing 3 to 4 million over two years out of a 17 million net income, Rawlins is confident of the superiority of the product. Consequently, the real problem here is how to boost sales. There also must be an incentive for these people to devote their time.
Because customers would have better shower product, plumbers would have more installations, company will have a increase in sales. Marketing Resources Squalid should: The demonstration and xtudy will be done by plumbers who used the product before. The problem is the plumbers are not very adopted to this new technology of Quartz showers. Strategic brand management 4th edition. I believe that the best solution for Etudy 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. Once the plumbers have done one or two installations, they will become converts and shift their loyalty to this clearly superior product.
Skip to main content. 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. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.
For this reason, Aqualisa will give a free product to those of consumers. Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled.
This means that the advertising campaign will gain brand equity for quarhz Quartz within the DID and premium shopper market segments even if the ad campaign only targets consumers who make their own decisions. 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: 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 Etudy.
It would cost millions of pounds over two years to buy a large-scale consumer campaign, and it is not profitable, too. This means that the campaign only needs to get etudy 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.
Csse should pay much more attention to the plumbers. As a result, I think that plumbers have a huge influence on the showers choice. Some of the reasons are related to distribution channel, promotional strategy and positioning of the product. 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.
Squalid needs positioning in the market as a good value, high quality, and multifunctional product.
Aqualisa- Case Analysis by Francesca Marino on Prezi
First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. Click here to sign up.
While waiting for the advertisement campaign to kick in, the Quartz can find a quick niche within the potential market oftounits sold annually. The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product aqualosa for Quartz.
Even though plumbers suggest Quartz, some anseers conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category. Would you like to get a custom case study?