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Standard
Emphasis on performance and service Usually relied on an individual plumber to recommended or select a product
Value
Primarily concerned with convenience and price Tended to rely on an independent plumber to select a product
Types of Shower
Electronic Shower
Valve
Gainsborough 95 Aquavalve 390 Aquastream Manual 480
Mixer Shower
Power Shower
ShowerMax was available with high pressure shower-with Aquavalve technology-at a significant lower cost
Fourth, once the product started to take shape, they took the field test. Rawlinson took consumer field test sites, installing showers in the homes, company personnel and friends to friends.
Finally, after three years of development Aqualisa successfully able to provide a radically different kind of shower that called Quartz.
Marketing Strategy
Targeting Customer Directly Targeting Do-it-Yourselfers ( DIY) Targeting Developers
Q.1. What is the Quartz value proposition to plumbers? To customers? Quartz is not creating enough values to plumbers as Rawlinson approaching to target consumers directly instead of plumbers. Its creating values to customers as they are approaching DIY approach though its expensive.
Q.2 Why is the Quartz shower not selling? Low pressure & Fluctuation in Temperature Showers often broken or went wrong Brand awareness was low
Q-3. Aqulisa spent three years and 5.8 million euro developing the Quartz. Was the product worth the investment? Is Quartz a niche product or a mainstream product? The company invested in a new state-of-the-art testing facility Had acquired nine patent Had grown its engineering team from 6 to 20 Several additional products were in advanced stages of development Quartz is a niche product. Because Quartz is targeting a specific group of people. As Quartz provide the facilities to use without plumber. Still there are 54% people of U.K market are using plumber. So Quartz is targeting those people who dont want to use plumber
Q.4. Aqualisa currently has three brands: Aqualisa, Gainsborough, and ShowerMax. What is the rationale behind this multiple brand strategy? Does it make sense? According to my point of view it is not rational behind this multiple brand strategy Price premium high of Aqualisa Discount So, It doesnt make sense Q.5. What should Rawlinson do to generate sales momentum for the Quartz product ? Should he change his marketing to target consumers directly , target DIY market, or target developers ? Should he lower the price of Quartz ? Or Should he do something different altogether ? Rawlinson should generate sales momentum for the Quartz by creating a sales force Yes Rawlinson should lower the price H should change his marketing to target consumers directly, target DIY market, target developers through branding, restructuring sales force ,Offering commission to plumbers
Appendix
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Showroomsconsultants
Process of selection and designing a bathroom solution various showers and bath options were displayed. Offers installation services by subcontracting
Distribution Channels
Trade Shops primary customer
PLUMBER
Customers
contractors
Developer
DIY (do-it-yourself)
Do-it-yourself generally shopped at large retail outlets. this customer were primarily interested in inexpensive models that were easy to install, though the products were unattractive and bulky.
ShowerMax
Aqualisa sold to developers under its ShowerMax brand Was available only through special outlets Elements of Aquavalve had been redesigned and rebranded for the ShowerMax product line. ShowerMax could deliver a high-pressure shower-with Aquavalve technology at a significant lower cost