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. Remember me on this computer. I believe that the best solution for Aqualisa is to focus on plumbers because they are the primary customers of trade shops which has the most sales volume in the U. The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which will be total given 50 cities in the U. Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled. There also must be an incentive for these people to devote their time. Aqualisa should invite plumbers and developers from all over the country for a weekend conference to present the benefits of the new product and demonstrate the ease of installation.
As we can see, plumbers play a big mediator role in the distribution channel and reaching the end consumers. Once the plumbers have done one or two installations, they will become converts and shift their loyalty to this clearly superior 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. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. Welcome to the world of case studies that can bring you high grades! The possible customer base ranges from a minimum of 53, to a maximum of , units sold annually. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.
The incentive should be giving the Quartz shower to every participant because when they try it, they will get over with the skepticism toward technologically new products — at cawe for Quartz.
I believe that quaftz best solution for Aqualisa is to focus cse plumbers because they are the primary customers of trade shops which has the most sales volume in the U.
Would you like to get a custom case study? Many factors reduce the risk of this strategy. With each plumber installing showers a year, aqualisw single instance of a plumber using the Quartz translates into annual installations if not more due to fractional installation time and the potential of apprentices rather than Just master plumbers doing independent installations.
If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. The case implies a time constraint of Just a few years before competitors introduce a similar sumary. Despite the Quartz providing plumbers exactly 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.
Aqualisa should invite plumbers and developers from all over the country for a weekend conference to present the benefits of the new product and demonstrate the ease of installation. Similarly, plumbers will help convince developers by suggesting the new product. The biggest issue is having problems with reaching plumbers because they are the key players in terms of being a reliable source for consumers when aqulaisa the product.
Aqualisa- Case Analysis by Francesca Marino on Prezi
Consequently, the real problem here is how to boost sales. Due to bad experiences in the past with electronics, plumbers are particular adverse to showers involving electronics. Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions.
Some of the reasons are related to distribution channel, promotional strategy and positioning of the product.
Log In Sign Up. Welcome to the world of case studies that can bring you high grades! 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. How about receiving a customized one? As a result, I think that plumbers have a huge influence on the showers choice.
On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted.
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. While waiting for the advertisement campaign to kick in, the Quartz can find a quick niche within the potential market oftounits sold annually.
Strategic Marketing Management Student Name: The case does not specify what percentage of electric shower and power shower consumers choose shower type independently.
DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands.
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. In addition to this, plumbers also work for developers, showrooms, contractors or directly for consumers. As we can summsry, plumbers play a big mediator role in the distribution channel and reaching the end consumers.
There also must be an incentive for these people to devote their time. Squalid must gain brand equity Nile its competitive advantage is superior product aquslisa then use that brand equity as its competitive advantage once similar products are offered by competitors.