1a) Customers Shower buyers fall in three pricing segments: premium‚ standard and value. First‚ premium segment is conducted of people who mainly shop in showrooms. Their focus is on great service and high performance. Second segment is called standard. Customers in this segment rely on plumber recommendation and emphasize performance and service. Value segment conducts mainly customers who are primarily concerned with convenience and price. Thus‚ they like to avoid excavation and also tend to rely
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Introduction Aqualisa Quartz: ’simply a better shower’ - a significantly innovative product developed by Aqualisa‚ in terms of both cost and quality‚ has been facing challenges in the market since its launch four months ago. The product described by one of the customers (a plumber) is a ’push-fit-connect-you’re done’ shower and offers the customers ’what they (the plumbers) want’. Despite the above facts‚ Quartz has experienced poor sales and has not met the company’s expectations. Hence‚ the company’s
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Situation Aqualisa Quartz‚ a significantly innovative product developed by Aqualisa‚ in terms of both cost and quality‚ has been facing challenges in the market since its launch four months ago. The product described by one of the customers (a plumber) is a ’push-fit-connect-you’re done’ shower and offers the customers ’what they (the plumbers) want’. Despite the above facts‚ Quartz has experienced poor sales and has not met the company’s expectations. Brand awareness was low in the industry
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Aqualisa Quartz Marketing Strategy Final Paper Table Of Contents Executive Summary Situational Analysis SWOT Analysis Strategic Marketing Plan Marketing Mix Strategy Marketing Resources Exhibit Index 1) Aqualisa Marketing Plan Executive Summary ¡§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
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Aqualisa Quartz: Simplu a Better Shower In May 2001 Aqualisa launched the new “Quartz” shower‚ a great innovation in the UK market. Quartz was great in terms of water pressure‚ ease of installation‚ use & design. But it wasn’t selling. UK Shower Market (Note: customer concerns “pressure‚ temperature‚ leakage‚ hard valves‚ worn-out” issues. 44% market of shower is from “replacement”) Market split into 3 products 1. Electric Shower: bulky & poor pressure “Gainsborough” brand 2. Mixer Shower Valve:
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Acqualisa Quartz What is the quartz value proposition to the plumbers? To consumers? The value propositions to the plumbers are •Due to Quartz easy installation plumber’s work is reduced to 25% of original time. •Plumbers find the installation is straightforward and hence they are ready to send their young apprentices •Plumbers said it’s just “Push-fit-connect’’ and it’s not in the wall and it’s very easy to use •On an average plumbers can do more jobs thereby increasing their profit The
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Introduction: Aqualisa was a high reputation Company and launched the Quartz shower‚ which is the first significant innovation product in the U.K shower market. This product solves the poor pressure‚ varying temperature‚ hard to install and other problems for customers. During the field tests‚ it was received many positive reviewers. Although this product seems satisfied with customers’ needs‚ the early sales results were poor. To change a marketing strategy or not is a key issue that Rawlinson is
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Aqualisa Quartz: Simply a Better Shower Case Analysis Aqualisa Quartz: Simply a Better Shower Case Analysis 1. Introduction Aqualisa is a UK shower manufacturer. The showers in the UK were facing two main problems: low pressure and frequent fluctuations in temperature. Aqualisa focused on innovation and invested 5.8m GBP to develop a breakthrough product‚ which was called Quartz. Although Quartz is technologically far better than existing products in terms of water pressure‚ ease of installation
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The Problem: Why Aqualisa Quartz was not selling even with high quality‚ strong functions‚ innovatory technology and is easy to install‚ use and design? This means‚ they have got "the right product" but not "the right vision". Alternatives: Targeting Consumers Directly -Maximum competitive advantage as a breakthrough product -Skip the plumbers channel in a way‚ at least affect consumers’ choice less -Once brand loyalty is built‚ maintaining the relationship is not as expensive as if build
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Case Aqualisa Quartz: Simply a Better Shower Introduction Aqualisa is a U.K. shower manufacturer. Shower buyers in U.K. fall into 3 pricing segments: premium‚ standard and value. Premium segment consist of people who mainly shop in showrooms. Their focus is on great service and high performance. In standard segment‚ Customers rely on plumber recommendation and emphasize performance and service. Value segment are mainly customers who are primarily concerned with convenience and price. Thus
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