Some of the reasons are related to distribution channel, promotional strategy and positioning of the product. Squalid should pay much more attention to the plumbers. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. Even though plumbers suggest Quartz, some price conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category. 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. The primary customer of trade shops are plumbers.
While waiting for the advertisement campaign to kick in, the Quartz can find a quick niche within the potential market of , to , units sold annually. Enter the email address you signed up with and we’ll email you a reset link. Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Strategic brand management 4th edition. The problem is not that sales are low, but the reasons why sales are not as expected. For this reason, Aqualisa will give a free product to those of consumers.
Despite of its features such as quality, safety, cost of installation and ease of installation and usage, the early sales have been disappointing. DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands. 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.
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The case does not specify what percentage of electric shower and power shower consumers choose shower type independently. 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. Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them.
Similarly, plumbers will help convince developers by suggesting the new product. Strategic Marketing Management Student Name: Would you like to get a custom case study? Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled. Consequently, the real problem here is how to boost sales.
This means that the campaign only needs to get a few thousand customers to 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.
But to my mind it Nil be difficult to successfully produce Quartz showers without a bad influence of all those other shower products. Simply a Better Shower. Help Center Find new research papers in: Squalid should pay much more attention to awareness of a product. Click here to sign up. Welcome to the world of case studies that can bring you high grades!
Aqualisa Case Study solution
Squalid Case Study solution ay ambiguously took into consideration the problem of Squalid Quartz shower line and found out how to solve it, how to make an enormous problem to become an opportunity instead. First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. 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.
Because customers would have better shower product, plumbers would have more installations, company will have a increase in quart. The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which will be total given 50 cities in the U. 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. Ansers association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz.
Aqualisa- Case Analysis by Francesca Marino on Prezi
But the problem is there is no connection between plumbers and customers. Would you like to get a custom case study?
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 should pay much more attention to the plumbers. For this reason, Aqualisa will give a free product to those of consumers. Squalid company is required to determine the distribution channels which it should concentrate on, and also the company needs to clarify itself the level of its brand.