Following the description of the above customer categories is a discussion of the behavior of plumbers, which is essential to understand the true nature of the market. Simply A Better Shower specifically for you. About project SlidePlayer Terms of Service. Such consumers are a great target for sales of additional products like shower accessories , which could follow due to the innovative, advanced and limitless shower technology. Customers in this segment are quite price-sensitive and require showers that are reliable, stylish and flexible I. It was easy to use and enabled customers to automatically set the water temperature instead of having to manually set and then test the water temperature for multiple times. They are present in all above segments.
They are able to offer customers the actual users with a display — which is a key to Quartz success. Getting to know the Terms Customers: Hence, they would familiarize themselves with a product brand. Also, trade shops carried other brands and did not care about the product features or the brand itself, but just wanted to make sure they have the right stock for the right demand in the right time. Final installation was usually carried out by the plumbers.
Masco company was especially powerful in the power showers segment, where they have more sales than Aqualisa.
Aqualisa Quartz: Simply a Better Shower, Case Study
They buy in showrooms, value high performance and service, and also style is an sgower selection determinant. As suggested by Anions, this is riskier than the market development strategy. Aquavalve mixer shower was regarded as being a high-quality, reliable and state-of-the-art shower, but required excavation, which was often two day job.
My presentations Profile Feedback Log out. K Shower Market U. Product and Brand Management. It highlights certain challenges that Squalid currently faces with Quartz and subsequently providing recommendations.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
The cost of manufacturing Quartz is higher than sudy of Quavered — hence the higher retail price. Lastly, as described by Rawlins, Equate will open up doors for development of new products. One interesting group of people in all the categories, who are not the consumers and hence could not be placed in the above figure are the plumbers — people who actually Install the showers so that the customers can actually gain the benefits that they seek.
Also, trade shops carried other brands and did not care about the product features or the brand itself, but just wanted to make sure they have the right stock for the right demand in atudy right time.
How about make it original? Furthermore, if we look at the comparison of the economic value between Quartz shower with pump Quartz Pumped Premium and Aquavalve standard mixer shwer with aqualiss booster pump Aquaforce 1. Also, they do not rely on the individual plumbers while making purchase decisions. The above calculations therefore clearly show the advantage of Quartz shower to the plumber.
By targeting plumbers, Aqualisa will also strengthen their relationships with them and establish-long term bonds, since plumbers mostly stay loyal to one brand in which they have gained their expertise. Hi, I hetter Sara from Studymoose Hi there, would you like to get such a paper? The table below, lists simplyy few characteristics Figure 1: A potential launch could result in the cannibalisation of one brand.
Aqualisa Quartz: Simply a Better Shower, Case Study | Case Study Template
They focused on the niche market, by only carrying high-end products and brands, so they provided great opportunity to Aqualisa, which actually competed in that segment. Squalid offered the Showrooms brand to this category at a significantly lower price than their other products and fewer features.
How to cite this page Choose cite format: He case does not give enough evidence of Quartz being made available in the DID tortes. Therefore, the awareness of the brand and the product will increase.
Customers in this segment are quite price-sensitive and require showers that are reliable, stylish and flexible I. The value preposition could be performed with demonstrations in trade shops, where plumbers represent the majority of customers, in order to persuade them to start using the Quartz shower. However, Quartz flexibility of installation makes it a DID product.
Squalid enjoys a good reputation and brand name in the market.