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people
bath??
60% of the
population has
showers
Todays Agenda
Case Overview
Needs and Wants
Four Ps
Aqualisa Quartz
Value Proposition
The Problem
Issue Tree
Final Recommendation
Conclusion
Marketing Concepts
Studied
Marketing Mix
Consumer Behaviour
STP/Brand Positioning
Behaviour Segmentaion Breakdown with
Issue Tree
Case Overview
Aqualisa is a UK shower manufacturer: a strong
reputation, a premium brand & great service.
Aqualisa has invested 5.8 million to develop a
breakthrough product (May 2001), the Quartz
shower that positions itself superiorly in terms of
quality, technology, design and ease of
installation.
Marketing strategy to generate sales momentum
for Aqualisa Quartz??
Consumers
Poor Pressure
Varying Temperature
Shower broke down or went
wrong
Hard-to-turn
valves,
leaky
seals, and worn-out showers.
( Hence, almost half the U.K.
shower market consisted of
sales of replacement showers)
Consumers
were
generally
of
prices
for
4 P Analysis
Product
Showers with
Various
categories.
Type of Shower :
- Electric Shower
- Mixer Shower
- Power Shower
Price
Place /
Distribution
Premium
Trade Shop
Standard
Distributor
Middle-Low Showrooms
DIY Outlets
Promotion
Advertisemen
t
(ex. Brochure)
Web
Pricing Segment
Premium Segment Consumer :
- Shopped in showrooms
- Granted high performance and service
- Style determined selection
Standard price Segment :
- Emphasize performance
and service
- Product selection rely on
plumber
Value Segment :
- Concern with convenience and
price
- Avoid solutions that required any
excavation
- Product selection rely on plumber
Do-it-yourselfers Segment :
- Concerned with convenience- and
Shopped at large retail outlets
price
- Interested in inexpensive models
that were easy to install, even
though bulky and unattractive
- Overwhelming choice : Electric
showers
- Popular among landlords &
DlY Shed
Showroo
m
Trade
Shop
Plumbers
Channels of Distribution
Plumbers
To
install
shower:
the
The
Quartz
Standard
Shower
The Quartz Pumped
Quartz
Shower
With
technology:
Quartz
Quartz Value
Proposition
VALUE
Easy to install
PLUMBERS
CONSUME
RS
Initial Promotion
Curtain raisers at major shows like
Bathroom Expo: awarded top prize!
Demonstrations & Press Events
Highly appreciated by the press on
its cleverness and elegant design
Featured on the covers of trade
journals
The Problem
The Issue
Tree
Marketing Strategy
C
O
S
T
B
E
N
E
F
I
T
Developers
Plumbers
Premium
&Standard
DIY
Price Sensitive
Dont like
innovation
Low brand
awareness
Change
premium brand
perception
Small market
Costly to
convert
Independent
of plumber
influence
Large market
Premium
brand
recognition
Cheaper
Largest
market
share
Influence
plumber
Strong
influence to
customer
Target Consumers
Directly
Pros
Target consumers directly, essentially a pull
strategy, and build a consumer brand.
Will be able to better compete against Triton, the
market leader.
Cons
A costly strategy for Aqualisa.
Must be consistent to be effective (out of sight,
out of mind).
Target Do-It-Yourselfers
Pros
Gainsborough already successful in this category
and Aqualisa could take advantage of its
channels of distributions.
DIY may be willing to pay a premium because of
its ease of installation.
Cons
Expensive consumer advertising.
Must be consistent to be effective (out of sight,
out of mind).
Potential cannibalization.
Target Developers
Pros
Could sell in large volume.
Dealing with developers could simplify sales and
make it less costly for Aqualisa.
Will force plumbers to familiarize themselves
with the product.
Cons
It could take time for the product to get to
consumers.
Could be a tough sell due to premium price.
Only represents 15% of the market.
Final Recommendation
Rationale
Showrooms
Other (Electrical wholesalers)
9%
36%
47%
8%
Evaluation of
Alternatives
CRITERIA
WEIGHT OF CRITERIA
30%
20%
Impact on
channels
Sales
of
Revenues distributio
Potential
nRelationsh
ip
20%
15%
15%
100%
Total
Market
share
Product
Awarenes
s
Costs
Weighted
Average
ALTERNATIVES
Target Trade Shops and Plumbers
7.25
Target DIY
4.90
4.75
Target Developers
3.60
Conclusion
Create an intensive Marketing
communicating
campaign to target
market (consumer) & target influencer
(plumbers)
Focus in premium market shower to
increase their sales in Quartz product
Enhance market research to fnd what
customer wants and needs of shower
products really are
Thank You..!
Group 6 Wikreate
Akshay Hiremath
Nimisha Nasa
Rahul Joshi
Saurabh Wankhade
Swati Singla