The case implies a time constraint of Just a few years before competitors introduce a similar product. Help Center Find new research papers in: Enter the email address you signed up with and we’ll email you a reset link. The CEO of Squalid should simply lower expectations. Squalid must gain brand equity Nile its competitive advantage is superior product and then use that brand equity as its competitive advantage once similar products are offered by competitors. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand.
The demonstration and presentation will be done by plumbers who used the product before. To my mind not only customers should know everything about the product that they use but also plumbers, too. Although this is 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. Quartz should be demonstrated also in showrooms, that would also bring increase in sales. The CEO of Squalid should simply lower expectations. Welcome to the world of case studies that can bring you high grades! On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted.
This means that the campaign only needs to get a few thousand customers aqualiisa 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. Marketing1 Day 4 for Class.
Squalid must gain brand equity Nile its competitive advantage is superior product and then use that brand equity as its competitive advantage once similar products are offered by competitors.
The problem is not that sales are low, but the reasons why sales are not as expected. Also sales are affected by bad experience of customers with previous products. With each plumber installing showers a year, a single instance of a plumber using the Quartz translates into annual installations if not more due to fractional installation time and the potential of apprentices rather than Just master plumbers doing independent installations.
Let is very important to get involved 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. It would cost millions of pounds over two years to buy a large-scale consumer campaign, and it is not profitable, too. 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.
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. Anzlysis comes tomixer shower consumers who select the shower without advice from their plumber and 80, consumers of mixer shower units who choose the brand.
Aqualisa Quartz | Case Study Template
Strategic brand management 4th edition. But the problem is there is no connection between plumbers and customers. Studh, plumbers will help convince developers by suggesting the new product.
This means that the advertising campaign will gain analyais 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. I believe that the best quratz 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.
Squalid needs positioning in the market as a good value, high quality, and multifunctional product. Although this is 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.
(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –
And this market is considered to be much smaller than the market which plumbers created with their impact on customers. Company should give free demonstration models to showrooms and to plumbers. Even though plumbers suggest Quartz, some price conscious consumers ajalysis not want to buy it because it is relatively expensive compared to other brands in the product category. Welcome to the world of case studies that can bring you high grades!
Aqualisa Case Study solution
Aqualisa Case Study solution. By making a lot of researches and surveys, it Nas felt that the customers were not satisfied with 2 main problems: Click here to sign up.
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.
Would you like to get a custom case study? Despite of its features such as quality, safety, cost of installation qkartz 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.