The plumbers in turn are influenced by the property developers. They do not require showers that have premium valves because the new homes are built with high-pressure systems. Field test that were conducted before the launch of the product to ensure that it met the needs of its customers resulted in the ‘wow’ factor. The company spent almost 3 years and 3. Slow sales have worried Rawlinson who was taught ‘think big’.
Branding and the Marketing program. Following is Ansoff’s matrix that suggests corporate growth strategis: Customer Behaviour A detailed description of the above figure is as follows, along with the product that Aqualisa offers to cater to their need. Field test that were conducted before the launch of the product to ensure that it met the needs of its customers resulted in the ‘wow’ factor. In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new product.
Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers stuy have a chance to experience better shower performance. Once plumbers are convinced and informed about the benefits of the new product like ease of auqalisa, they will become a source of word of mouth to push showrooms to call attention to Quartz by emphasizing the low cost of installation.
Slow sales have worried Rawlinson who was taught ‘think big’. Based on the analysis, recommendations have been caxe that will help Aqualisa in developing an effective marketing strategy. Thus, it is suggested that Aqualisa maintains its current price for Quartz and use the above value proposition in targeting customers to show then benefits gained.
Enter the email address you signed up with and we’ll email you a reset link. Hence, ease of installation is very important to them. But, within this individual customer category there are sub-segments based on varying needs. Registration Forgot your password? Skip to main content.
Also, they do not rely on the individual plumbers while making purchase decisions. 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 a pump to boost water pressure and Quartz Aqulisa including the pump.
However, it can be assumed that Rawlinson has not fully exploited this channel, because he mentions that they are opt of introducing any product in DIY stores. Advertisement Plumbers Company Not focused on the biggest part of the market. As mentioned earlier, the consumers’ knowledge of showers is very limited.
Quuartz the plumbers are not Aqualisa’s prime customers, they have huge influence on the individual market segment, especially the value and standard customers.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
Despite of its features such as quality, safety, cost of installation and ease of installation and usage, the early sales have been disappointing. 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. As suggested by Ansoff, this is riskier than the market development strategy.
In addition to this, plumbers also work for developers, showrooms, contractors or directly for consumers.
However, Quartz flexibility of installation makes it a DIY product. Answers to Case Study. So what should Aqualisa do? 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 quwrtz.
Following is Ansoff’s matrix that suggests corporate growth strategis: Conclusion Aqualisa has truly developed a product that is going to lead the market studt however has faced challenges in terms of effectively positioning it and delivering it to the end customer. In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new product.
Once the customer has ‘seen’ the benefits, the product is sold and the ‘love it’. Their major concern is reliability, performance and ease-of-installation because they would have to bear the costs of any unforeseen problems. The plumbers in turn are influenced by the property developers.
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Customers in stuyd category are mainly concerned with low price and convenience.
Published by Clifford Barker Modified over 2 years ago.