AQUALISA QUARTZ CASE STUDY SUMMARY

On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted. Similarly, plumbers will help convince developers by suggesting the new product. DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands. Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled. The problem is not that sales are low, but the reasons why sales are not as expected. The demonstration and presentation will be done by plumbers who used the product before. Even though plumbers suggest Quartz, some price conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category.

First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. For this reason, Aqualisa will give a free product to those of consumers. Within this large number of potential consumers, the goal of the ad campaign would require that only a small argental of them get their plumbers to install the Quartz. Risk is diminished even further because the consumers who make their own decisions are part of the same general public as other shower unit consumers. Enter the email address you signed up with and we’ll email you a reset link. The possible customer base ranges from a minimum of 53, to a maximum of , units sold annually.

aqualisa quartz case study summary

On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted. The case implies a time constraint of Just a few years before competitors introduce a similar product. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand.

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First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. Although this is a high-risk and expensive strategy, costing 3 to 4 million over two years out of a 17 million net income, Rawlins is confident of the superiority of the product.

Aqualisa Quartz

Some of the reasons are related to distribution channel, promotional strategy and positioning of the product. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.

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aqualisa quartz case study summary

For this reason, Aqualisa will give a free product to those of consumers. Strategic Marketing Management Student Name: Despite the Quartz providing plumbers shudy what they want — a guarantee to not brake down and ease of Installation- plumbers are extremely brand loyal and are very reluctant to switch rand.

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MBA Case Analysis & More Marketing – Aqualisa Quartz

Our Company Welcome to the world of case studies that can bring you high grades! This comes tomixer quart consumers who select the shower without advice from their plumber and 80, consumers of mixer shower units who choose the brand.

Within this large number of potential consumers, the goal of the ad campaign would require that only a small argental of them get their plumbers to install the Quartz. The case does not specify what percentage of electric shower and power shower consumers choose shower type independently.

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Simply a Better Shower. The primary customer of trade shops are plumbers. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. The managing director of Aqualisa, Harry Rawlinson, launched a new shower xtudy is called Quartz. Aqualisa should invite plumbers and developers from all over the country for a weekend conference aqulisa present the benefits of the new product and demonstrate the ease of installation.

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Even though plumbers suggest Quartz, some price conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category. Help Center Find new research papers in: Marketing1 Day 4 for Class. In addition to this, plumbers also work for developers, showrooms, contractors or directly for consumers. Many factors reduce the risk of this strategy.

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How about receiving a customized one? Click here to sign up. Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions.

Skip to main content. Enter the email address you signed up with and we’ll email you a reset link. Aqualisa Quartz Case Analysis. Quartzz association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz.