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. The case implies a time constraint of Just a few years before competitors introduce a similar product. Despite of its features such as quality, safety, cost of installation and ease of installation and usage, the early sales have been disappointing. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. There also must be an incentive for these people to devote their time. Risk is diminished even further because the consumers who make their own decisions are part of the same general public as other shower unit consumers. The possible customer base ranges from a minimum of 53, to a maximum of , units sold annually.
Click here to sign up. 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. Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. Many factors reduce the risk of this strategy. Would you like to get a custom case study?
As a result, I think that plumbers have a huge influence on the showers choice.
Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions.
Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them. Qaualisa me on this computer.
Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. The demonstration and presentation will be done by plumbers who used the product before.
Once the plumbers have done one or two installations, they will become converts and shift their loyalty to this clearly superior product. On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted. The number of plumbers and developers should be identified as 5 squalisa and 5 developers from each city which will be total given 50 cities in the U.
Many factors reduce the risk of this strategy.
The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz. As we can see, plumbers play a big mediator quartzz in the distribution channel and reaching the end consumers.
Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled. 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. The primary customer of trade shops are plumbers.
Aqualisa Quartz | Case Study Template
Risk is diminished even further because the consumers who make their own decisions are part of the same general public as other shower unit consumers. For this reason, Aqualisa will give a free product to those of consumers.
Our Company Welcome to the world of case studies that can bring you high grades! There also must be an incentive for these people to devote their time.
Aqualisa- Case Analysis by Francesca Marino on Prezi
Even though plumbers suggest Quartz, some summafy conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category.
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. This means that the campaign only needs to get a few thousand customers to convince their plumbers and then plumber loyalty will cause sales summar the Quartz to reach the 36, minimum sales per year goal through the market potential displayed in Exhibit 2.
Enter the email summagy you signed up with and we’ll email you a reset link. This means that the advertising campaign will gain brand equity for the Quartz within the DID and premium shopper market segments even if stduy ad campaign only targets consumers who make their own decisions. Aqualisa should invite plumbers and developers from all over the country for a weekend conference to present the stjdy of the new product and demonstrate the ease of installation.
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. The problem is not that sales are low, but the reasons why sales are not as expected. How about receiving a customized one? 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.
Marketing1 Day 4 for Class. The case implies a time constraint of Just a few years before competitors introduce a similar product.
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. Similarly, plumbers will help convince developers by suggesting the new product. 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.
First of all, trade shops focus on demand and they do not have time to explain the stydy of the new product. The case does not specify what percentage of electric shower and power shower consumers choose shower type independently.