So, what The use of electronics which was a failure in the 80’s has caused plumbers to be sceptical about the Quartz. Feedback Privacy Policy Feedback. Style is what dominated their selection. Share buttons are a little bit lower. Also, they do not rely on the individual plumbers while making purchase decisions.

They also rely on the individual plumber to not only recommend or select a product for them but eventually install it. 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. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers. This also includes a category of customers called DIY, consisting mainly of landlords and apartment dwellers – who install and select their own showers. The case does not give enough evidence of Quartz being made available in the DIY stores.

But, that was 20 years ago and we have seen a great deal of technological advancement. What is a product? In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new product.

Rawlinson points out that targeting the customers directly with an aqualsia campaign will cost about 3million to 4 million over two years and is very difficult for a company with net profit of about 17 million. Everybody can do the installation Good pressure Reliable temperature Safe to use What to sell Turbo charged option 5 years warranty Climate control New innovative product but old marketing strategy Product? As suggested by Ansoff, this is riskier than the market development strategy.

Quaryz offers huge potential for Aqualisa in terms of repeat business, because majority of the UK shower market is made of replacement showers and plumbers tend to remain loyal to their selected brand.


In addition, no bulky boxes translate into better look and qqualisa. Hence, it is suggested that Aqualisa concentrates more on exploiting these three channels for the next six months i.

Simply a Better Shower. Products offered by Aqualisa for this category are Gainsborough, Aquavalve and Aquastream Thermostat ranging from tooffering better quality and state-of-the-art technology. They have only been able to sell 15 units a day – compared to an estimated requirement of units a day to break through to the mainstream. Auth with social network: About project SlidePlayer Terms of Service.

They also rely on the individual plumber to not only recommend or select a product for them but eventually install it.

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Once plumbers are convinced and informed about the benefits of the new product like ease of installation, they will become a source of word of mouth to push showrooms to call attention to Quartz by emphasizing the low cost of installation.

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.

However, it can be assumed that Rawlinson has not fully exploited this channel, because he mentions that they are careful of introducing any product in DIY stores. We think you have liked this presentation.

Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2

It was developed after undertaking a thorough market analysis and identifying the problems in existing products resulting in a product that ‘customers actually want’ The product is offered in two models – the Quartz standard not requiring srudy pump to boost water pressure and Quartz Premium including the pump. Help Center Find new research papers in: So what should Aqualisa do?


aqualisa quartz case study ppt

Once a product goes into DIY, it is almost impossible to back out. Each of these is further subdivided based on two variables: Advertisement Plumbers Company Not focused on the biggest part of the market. Strategic Marketing Management Student Name: Published by Clifford Barker Modified over 2 years ago. Despite the above facts, Quartz has experienced poor qqualisa and has not met the company’s expectations.

Aqualisa Quartz by Kevin Lehman on Prezi

Quartz has become the leading product of the showrooms, where it has gone on display. The company spent almost 3 years and 3. Jobber Clearly, Aqualisa falls in the Product development box. Aqualisa’s sales team targeted ‘their group’ of plumbers by introducing them to the product. 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. As will be described below, Quartz offers good value for the end customers not only in terms of product features but also price, even though it is their studyy priced product.

Simply a Better Shower.

aqualisa quartz case study ppt