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Product
Water pressure
Less fluctuation in temperature
Easy to install
Durability (less replacement)
Place Price
Trade Shops
Premium, Standard and
Showrooms Marketing Mix Value segments (details
DIY sheds
on next slide)
Plumbers
Promotion
Network of plumbers
Contractors
Distributors
PLUMBERS: Opinion Leaders
▪ Plumbers are the first point of contact for consumers of standard and
value segments
▪ They are also responsible for installing and servicing the showers
▪ Since plumbers will only recommend a product they are comfortable
vouching for, they need to work on it before they recommend it to the
buyer. It is important to note that plumbers are wary of product
innovation and electronics
▪ PLUMBERS DO NOT SHOW SIGNS OF EARLY ADOPTION: Plumbers do not
try the product on their own. Even face-to-face introduction of Quartz to
the network of plumbers had resulted in few sales. Instances have been
quoted where the plumber was impressed by the product only after he
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had installed it.
TARGETING PLUMBERS
ADVANTAGES DISADVANTAGES
▪ Plumbers provide the perfect market entry ▪ Plumbers are vey conservative in
point for two of the three consumer nature and are wary of product
segments of the shower market innovation
▪ The advantages of Quartz like easy ▪ Convincing plumber would take a lot
installation and ease of use fit right into the of effort and the adoption process
pain points of plumbers. By reducing the would be long
installation time from 2 days to half a day,
plumbers would be naturally inclined to ▪ Plumbers may have a conflict of
recommend Quartz interest as many of them already
prefer the Aquavalve (This conflict
▪ Targeting plumbers could result in lies with the Aqualisa as well)
immediate sales and would keep the brand
image intact
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