First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. Would you like to get a custom case study? Many factors reduce the risk of this strategy. Strategic Marketing Management Student Name: This comes to , mixer shower consumers who select the shower without advice from their plumber and 80, consumers of mixer shower units who choose the brand.
Similarly, plumbers will help convince developers by suggesting the new product. Risk is diminished even further because the consumers who make their own decisions are part of the same general public as other shower unit consumers. The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz. Strategic brand management 4th edition. Many factors reduce the risk of this strategy.
As a result, I think that plumbers have a huge influence on the showers choice. This means that the advertising campaign will gain brand 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.
Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: 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.
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. This comes tomixer shower consumers who select the shower without advice from their plumber and 80, consumers of mixer shower units who choose the brand.
This will also help build brand awareness, so the company can also target those types of consumers aqualiwa will eventually lead more and more word of mouth. Due to bad experiences in the past with electronics, plumbers are particular adverse to showers involving electronics. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance.
How about receiving a customized one? Our Company Welcome to the world of case studg that can bring you high grades! Despite of its features such as quality, safety, cost of installation and ease of installation aqualosa usage, the early sales have been disappointing. The primary customer of trade shops are plumbers. Welcome to the world of case studies that can bring you high grades!
Many factors reduce the risk of this strategy.
Would you like to get a custom case study? Click here to sign up. 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, quarhz sales per year goal through the market potential displayed in Exhibit 2.
Once the plumbers have done one or two installations, they will become converts and shift their loyalty to this clearly superior 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.
The case does not specify what percentage of electric shower and power shower consumers choose shower type independently. 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.
(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –
The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz. For this reason, Aqualisa will give a free product to those of consumers. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. Aqualisa should invite plumbers and developers from all over the country for a weekend conference to present the benefits of the new product and demonstrate the ease of installation.
Remember me on this computer. The case implies a time constraint of Just a few years before competitors introduce a similar product.
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. Some of the reasons are related to distribution channel, promotional strategy and positioning of the product.
Aqualisa Quartz | Case Study Template
Simply a Better Shower. Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled. Lastly, consumers tsudy the standard price range trusted an independent plumber to advise or choose a product for them. Log In Sign Up.
Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions. Aqualisa Quartz Case Analysis. Within this large number of quadtz consumers, the goal of the ad campaign would require that only a small argental of them get their plumbers to install the Quartz.