Marketing Strategy on Shower Product
Introduction
Despite receiving critical acclaim in the trade press for its innovative Quartz shower, Aqualisa Ltd. faced significant challenges in sales and distribution of the product.
Key Issues & Market Segments
Based on our analysis, the key factors inhibiting sales are: ▪ Poor to non-existent awareness of the Aqualisa brand and of the Quartz shower among customers, plumbers and developers ▪ Plumbers, who play a key decision-making role in 73% of purchases, are resistant to change and often perceive the Quartz as unreliable, based on experiences with similar products ▪ Correctly identifying the target market segments and their corresponding channels
At the core of each issue is a failure to understand the bottlenecks that the Quartz faces in the different customer segments and distribution channels. These segments are best analyzed according to the key installation decision makers. These segments include: ▪ Plumber-influenced buyers ▪ Non-plumber influenced buyers ▪ Property developers
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Customers in each segment have different purchasing scenarios and needs. Aqualisa needs to have an insight into these segments to generate demand for Quartz.
Plumber-influenced Buyers
As previously stated, plumbers perform a critical function in the Decision Making Unit (DMU) of Aqualisa Quartz Showers. Within this segment, the key issue is to incentivise plumbers to “push” the Quartz to the customers they advise regarding installations.
Purchasing Scenario and Customer Needs
Incentivising plumbers is a major obstacle for Aqualisa, mainly because of high degrees of loyalty to existing systems and the perception of high switching costs, higher prices and unreliable technology. Plumbers are also in high demand, which makes them especially hesitant to install products that they are unfamiliar with, or that they perceive to be unproven or a risk for follow-up visits.
Under the current circumstances, the consumer
Despite receiving critical acclaim in the trade press for its innovative Quartz shower, Aqualisa Ltd. faced significant challenges in sales and distribution of the product.
Key Issues & Market Segments
Based on our analysis, the key factors inhibiting sales are: ▪ Poor to non-existent awareness of the Aqualisa brand and of the Quartz shower among customers, plumbers and developers ▪ Plumbers, who play a key decision-making role in 73% of purchases, are resistant to change and often perceive the Quartz as unreliable, based on experiences with similar products ▪ Correctly identifying the target market segments and their corresponding channels
At the core of each issue is a failure to understand the bottlenecks that the Quartz faces in the different customer segments and distribution channels. These segments are best analyzed according to the key installation decision makers. These segments include: ▪ Plumber-influenced buyers ▪ Non-plumber influenced buyers ▪ Property developers
[pic]
Customers in each segment have different purchasing scenarios and needs. Aqualisa needs to have an insight into these segments to generate demand for Quartz.
Plumber-influenced Buyers
As previously stated, plumbers perform a critical function in the Decision Making Unit (DMU) of Aqualisa Quartz Showers. Within this segment, the key issue is to incentivise plumbers to “push” the Quartz to the customers they advise regarding installations.
Purchasing Scenario and Customer Needs
Incentivising plumbers is a major obstacle for Aqualisa, mainly because of high degrees of loyalty to existing systems and the perception of high switching costs, higher prices and unreliable technology. Plumbers are also in high demand, which makes them especially hesitant to install products that they are unfamiliar with, or that they perceive to be unproven or a risk for follow-up visits.
Under the current circumstances, the consumer