Table Of Contents
Strategic Marketing Plan
Marketing Mix Strategy
1) Aqualisa Marketing Plan
¡§What to do?¡¨ Harry Rawlinson¡¦s dilemma regarding the new innovative Aqualisa Quartz shower line should be considered an enormous opportunity instead of an enormous problem. This Harvard Business School case is an excellent example of the value that an effective marketing program could potentially bring to a company. Aqualisa has appeared to have done an excellent job performing market research and engineering a new product that should satisfy the needs of consumers in the U.K. The issue that the balance of this paper will address is the ¡§disconnect¡¨ between the consumers and plumbers for finding the value in the new Aqualisa Quartz shower products. In my opinion, the new Quartz product line is experiencing a very slow adoption process probably mostly due to the stigma that has remained from other electronic showers that have failed. Consumers and plumbers do not have much faith in the current quality of existing shower products much less an electronic version. Aqualisa will need to convey the positive attributes of the new shower products and overcome the stigma associated with electronic showers from previous generations. A strong marketing effort should target establishing the Aqualisa Quartz shower products as a viable and quality alternative to the existing products available that is ultimately a good value proposition. The marketing effort should also leverage the strong brand recognition of Aqualisa¡¦s products while building the marketing plan for the new shower products.
This paper will select a marketing strategy that targets a particular market segment but I believe the strategy will need adjusted in the near future to capture a larger market share. The target