Anu Dutt 34010 Aseem Acharya 34013 Bishakh Phukan 34017 Rahul Jain34037 Snehit Prakash 34049

Case Overview
Aqualisas reputation was strong Premium brand and

great service Invested Eur5.8 million to develop blockbuster product, the quartz shower that positions itself superiorly in terms of quality, technology, design and ease of installation. Aqualisa is now looking for a marketing strategy to generate sales momentum for Aqualisa Quartz. Sale of Quartz shower valve is not up to the market expectation, even though this product is superior as compared to existing product.

Customers
Consumers Developers
Plumbers
Low brand awareness Value, and premium standard categories Plumbers recommendation

Extremely price sensitive, except luxury developers No pressure problems Separate branding (ShowerMax) low cost & optimized

Innovation skeptics Search for guarantee Highly influential - Scarcity of plumbers

SWOT Analysis

Cost Comparison
Minimum cost to consumer for Aquavalve 609
Cost- 715 Cost to plumber = 60*6*2 = 720 Total Cost coming out to be 1435 Cost to consumer for Quartz Pumped Cost- 1080 Cost to plumber = 60*6*0.5 = 180 Total cost 970-1090 Mean value 1260 Total cost for Quartz Pumped comes out to be less.

Recommendation
Aqualisa must target some of the master plumbers who

have a large span of contact so that awareness regarding this product is increased. To promote this product the company might distribute some units of Quartz shower amongst the plumbers to try. Increase the size of sales force to target new customers as currently only 10% of the existing size is focusing on this job. Send newsletters and survey results to plumbers.