While a firm pursues new markets with existing products in market development, Aqualisa’s strengths lie not only in relationship with its existing markets being No. The ‘itch to think big’ leading to adoption of such calculated riskier alternatives will lead Aqualisa to success. Click here to sign up. Hence, Aqualisa should use its existing brand image and awareness in the market to launch the ad campaign for Quartz and build product awareness. Customers in this category are mainly concerned with low price and convenience. Style or looks is not their primary concern; but, functionality plays an important role. Shower market is consists of customers who are quite uninformed about the showers and do understand the product options.

But, this should be viewed as an investment and not as a cost; since Quartz is going to lead Aqualisa’s market for other electronic product innovations and success of Quartz will give Aqualisa the first mover advantage in the market. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. So what should Aqualisa do? Style or looks is not their primary concern; but, functionality plays an important role. It highlights certain challenges that Aqualisa currently faces with Quartz and subsequently providing recommendations. Once the plumbers have been influenced and there are many ‘converts’, Aqualisa should make Quartz available in the trade shops since they tend to carry the products that are in demand.

Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2

Lastly, as described by Rawlinson, Quatrz will open up doors for development of new products. On the other hand, showrooms have shown better results. Field test that were conducted before the launch of the product quartzz ensure that it met the needs of its customers resulted in the ‘wow’ factor.


aqualisa quartz case study ppt

Share buttons are a little bit lower. In addition, their decisions are not influenced by the plumbers but the product. Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. However, it is safe to say that Quartz is an entirely new product because of the advanced capabilities offered by it in terms of features, performance and flexibility.

They also rely on the individual plumber to not only recommend or select a product for them but eventually install it. Quartz has become the leading product of the showrooms, where it has gone on display. Answers to Case Study. Hence, Aqualisa should use its existing brand image and awareness in the market to launch the ad campaign for Quartz and build product awareness.

aqualisa quartz case study ppt

Following the description of the above customer categories is a discussion of the behaviour of plumbers, which is essential to understand the true nature of the market. Thus, it is suggested that Aqualisa maintains its current price for Quartz and use the above value proposition in targeting customers to show then benefits gained. As pointed out in the case, once plumbers use the new Quartz, they are immediately a convert i. The consumers’ decisions are largely influenced by the plumber – either the plumber selects the shower or advices them on the type not the brand.

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. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. Style is what dominated their selection.

They do not require showers that have pt valves because the new homes are built with high-pressure systems. Hence, the trade shops plumber’s merchants have seen very poor sales.


Only one company has been able to create some product awareness i. Product and Brand Management. The suggestion is that Aqualisa should not change the product.

If you wish to download it, please recommend it to your friends in any social system. Aqualisa offers a wide range of products to cater to the needs of each of its aquwlisa segments, as has been described above. Getting to know the Terms Customers: Branding and the Marketing program.

(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –

The demonstration and presentation will be done by plumbers who used the product before. Customers in this category are mainly concerned with reliability and performance. In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new aqualixa. Customer Behaviour A detailed description of the above figure is as follows, along with the product that Aqualisa offers quargz cater to their need. The problem casd not that sales are low, but the reasons why sales are not as expected.

In addition, no bulky boxes translate into better look and style. Secondly, Rawlinson feels that Aqualisa’s existing products face the threat of cannibalization, especially their cash cow – the Aquavalve. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.

aqualisa quartz case study ppt