a. Customer (segmentation, characteristics)
Individuals: general characteristics: concerned about pressure problems, temperature fluctuation, and low brand awareness. o Premium consumer customer: Shopped in showrooms, granted high performance and service style is very important. o Standard consumer: performance and service usually relied on plumber to recommend or select product. o Value consumer: concerned with convenience and price, easy solution, relied on plumber to select product. o DIY consumer: interested in inexpensive modules that were easy to install, shopped in large retail.
Property developers: didn’t worry about pressure problems, preferred reliable good-looking products that can work in multiple settings, price sensitive.
Trade shops: primary customer Plumber, carried products across all available brands, the Aqualisa brands were available in 40% of the shops.
DIY sheds offered discounts, mass market, do-it-yourself products, cheaper and easier to retrofit; the Gainsbrought brand was available in 70% of the shops.
Showrooms: preferred very high end products and brands, various shower and bath options, offered installation by a subcontractor, the Aqualisa brand was available in 25%.
Plumbers: high loyalty to the product, advice to consumers on brands, generated most of the sales. ompetition: Main competition based on exhibit 2
Triton: With almost 30% market share, consumer brand, mainly in the electric showers. Mira: With almost 22% of the market share, number 1 in mixer showers.
d. Company & Market environment:
Company: o UK shower manufacturer with strong reputation in the UK of having top quality showers. o Producing a premium product in the shower market. o Service and reputation of the company had been slipping in the past few years. o In May 2001 had launched the Quartz shower, the first significant innovation in the UK shower market in years. o Holds 18%-20% of market