Shower market is consists of customers who are quite uninformed about the showers and do understand the product options. Also, it does not give enough evidence on the product being made available to property developers. 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’. Strategic brand management 4th edition. In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new product. Aqualisa offers a wide range of products to cater to the needs of each of its market segments, as has been described above.
Customers in this category expected performance and service as a base criteria to be on their qualifying list of products. 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 use of electronics has enabled the product to offer unique advantages, both in terms of features the use of indicator light to signal that required temperature has been achieved and in terms of installation. Similarly, plumbers will help convince developers by suggesting the new product. Aqualisa offers a wide range of products to cater to the needs of each of its market segments, as has been described above.
Based on the analysis, recommendations have been provided that will help Aqualisa in developing an effective marketing strategy. While a firm pursues new markets with existing products in market development, Aqualisa’s strengths lie not only in relationship with its existing markets being No. Aqualisa has developed a product that its customers want, who are just not aware of its benefits. Market Segments based on Price v.
Principles and Practices of Marketing.
Strategic brand management 4th edition. The three distinct customers in the individual category based on price are: Slow sales have worried Rawlinson who was taught ‘think big’. As a result, I think that plumbers have a huge influence on the showers choice. Quartz has become the leading product of the showrooms, where it has gone on display.
As such, the ease of installation makes it attractive for the most novice customer. Similarly, plumbers will help convince developers by suggesting the new product.
Aqualisa Quartz by Kevin Lehman on Prezi
This report analyzes Aqualisa’s existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion. The company spent quartzz 3 years and 3. Also, they do not rely on the individual plumbers while making purchase decisions. Skip to main content. Auth with social network: Only one company has been able to create some product awareness i.
Remember me on this computer.
Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. Simply a Better Shower.
Lastly, as described by Rawlinson, Quatrz will open up doors for development of new products. Hence, they would familiarize themselves with a product brand. The consumers’ decisions are aqialisa influenced by the plumber – either the plumber selects the shower or advices them on the type not the brand. Aqualisa offers a wide range of products to cater to the needs of each of its market segments, as has been described above.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
Customers in this category are mainly concerned with reliability and performance. However, one incident in the case suggests that once a plumber installs Quartz he is immediately pt ‘convert’.
The ‘itch to think big’ leading to adoption of such calculated riskier alternatives will lead Aqualisa to success. 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.
Hence, the total cost for the customer is fairly the same in both cases. As described above, Quartz is a fairly new product and launch of a new aqualisw requires awareness. To make this website stury, we log user data and share it with processors.
Consequently, the real problem here is how to boost sales. As suggested by Ansoff, this is riskier than the market development strategy. Based on the information in the case, they can be divided into mainly two categories of customers: As mentioned earlier, the consumers’ aqualksa of showers is very limited. But, we have to account for the fact that Quartz is a genius in itself and a lot of effort and resources has been aqualiza into its development, creating a product that customers ‘want’.