Aqualisa
Aqualisa Quartz: Simply a Better Shower
Decision sheet
Submitted by: Ankit Garg (Section B)
Objective
Develop a marketing strategy for Aqualisa Quartz
Market Segmentation
Basis
Type
Market Characteristics
Pricing segment
Premium
Through showrooms, high performance and service
Standard
Rely on independent plumber, emphasize performance & service
Value
Convenience and price. Avoid excavation. Use independent plumber
Distribution channel
Trade shops
Primary customer is plumber, lack of expertise on each product
Showrooms
High-end, provides solution to customers, experts about product
Do it yourself
Retail outlets, discounted products, mass market
Installation method
By developer
Prefer reliable, nice looking products. Price sensitive
By showroom
2 day job, require significant bathroom excavation
By Plumber
Avoid unfamiliar product, reluctant to switch brands, avoid electronics, advice brands to customers, 54% of market share
SWOT Analysis (Quartz)
Strength
Easy to install (takes half a day), highly valuable for plumbers
Efficient & reliable water supply
Temperature control is automatic
Do not require mechanical control to be put in the shower. Done remotely.
Single hole drilling. No excavation.
Weakness
Used electronics which plumbers avoided
Very high price. Niche product
Low brand awareness of Quartz product
Need to point out deficiencies in existing products to sell Quartz. Will cannibalize the sales of existing product
Opportunities
It was a breakthrough product. Had potential to become industry standard
Technology could be used in baths, sinks, etc
Threats
Competitors will start using this technology sooner or later
Strategy:
Since installation through plumbers constitute 54% of the market share, getting them on board is essential.
Arrange a conference for developers and plumbers and educate them about the advantages of the Quartz showers. Give away free sample to plumbers so that they can
Decision sheet
Submitted by: Ankit Garg (Section B)
Objective
Develop a marketing strategy for Aqualisa Quartz
Market Segmentation
Basis
Type
Market Characteristics
Pricing segment
Premium
Through showrooms, high performance and service
Standard
Rely on independent plumber, emphasize performance & service
Value
Convenience and price. Avoid excavation. Use independent plumber
Distribution channel
Trade shops
Primary customer is plumber, lack of expertise on each product
Showrooms
High-end, provides solution to customers, experts about product
Do it yourself
Retail outlets, discounted products, mass market
Installation method
By developer
Prefer reliable, nice looking products. Price sensitive
By showroom
2 day job, require significant bathroom excavation
By Plumber
Avoid unfamiliar product, reluctant to switch brands, avoid electronics, advice brands to customers, 54% of market share
SWOT Analysis (Quartz)
Strength
Easy to install (takes half a day), highly valuable for plumbers
Efficient & reliable water supply
Temperature control is automatic
Do not require mechanical control to be put in the shower. Done remotely.
Single hole drilling. No excavation.
Weakness
Used electronics which plumbers avoided
Very high price. Niche product
Low brand awareness of Quartz product
Need to point out deficiencies in existing products to sell Quartz. Will cannibalize the sales of existing product
Opportunities
It was a breakthrough product. Had potential to become industry standard
Technology could be used in baths, sinks, etc
Threats
Competitors will start using this technology sooner or later
Strategy:
Since installation through plumbers constitute 54% of the market share, getting them on board is essential.
Arrange a conference for developers and plumbers and educate them about the advantages of the Quartz showers. Give away free sample to plumbers so that they can