Many factors reduce the risk of this strategy. The primary customer of trade shops are plumbers. Enter the email address you signed up with and we’ll email you a reset link. Welcome to the world of case studies that can bring you high grades! Squalid must gain brand equity Nile its competitive advantage is superior product and then use that brand equity as its competitive advantage once similar products are offered by competitors.
Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. 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. Some of the reasons are related to distribution channel, promotional strategy and positioning of the product. Strategic Marketing Management Student Name:
First of all, trade shops focus on demand and they do not have stuyd to explain the benefits of the new product. There also must be an incentive for these people to devote their time.
Aqualisa Quartz | Case Study Template
This means that the campaign only needs to get a few thousand customers to convince their plumbers and then plumber loyalty will cause sales of the Quartz to reach the 36, minimum sales per year goal through the market potential displayed in Exhibit 2. Welcome to the world of case studies that can bring you high grades! 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.
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.
Strategic Marketing Management Student Name: Once the plumbers have done one or two installations, they will become converts and shift their loyalty to this clearly superior product.
If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the 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 least for Quartz. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. Many factors reduce the risk of this strategy.
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.
Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled.
Similarly, plumbers will help convince developers by suggesting the new product. Strategic brand management 4th edition. Qquartz Center Find new research papers in: As a result, I think that plumbers have a huge influence on the showers choice.
Despite of its features such as quality, safety, cost of installation and ease of installation and usage, the early sales have been disappointing.
The demonstration and presentation will be done by plumbers who used the product before. The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz.
DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands. Consequently, the real problem here is how to boost sales. Despite the Quartz providing plumbers exactly what they want — a guarantee to not brake down and cae of Installation- plumbers are extremely brand loyal and are very reluctant to switch rand.
Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Squalid must gain brand equity Nile its competitive advantage is superior product and then use that brand equity as its competitive advantage once similar products are offered by competitors.
(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –
As we can see, plumbers play a big mediator role in the distribution channel and reaching the end consumers. Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions. 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.
This will also help build brand awareness, so the aquzlisa can also target those aqualusa of consumers which will eventually lead more and more word of mouth.
Aqualisa Quartz Case Analysis. Once plumbers are convinced and informed about the benefits of the new product like ease of installation, they will become a source of word of mouth to push showrooms to call attention to Quartz by emphasizing the low qyartz of installation.
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.
In addition to this, plumbers also work for developers, showrooms, contractors or directly for consumers. The problem is not that sales are low, but the reasons why sales are not as expected.