As such, the ease of installation makes it attractive for the most novice customer. The three distinct customers in the individual category based on price are: This will also help build brand awareness, so the company can also target those types of consumers which will eventually lead more and more word of mouth. Quartz seems to offer exactly what the developers want – a value product with much desired flexibility. Help Center Find new research papers in: As a result, I think that plumbers have a huge influence on the showers choice. 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.

It was developed after undertaking a thorough market analysis and identifying the problems in existing products resulting in a product that ‘customers actually want’ The product is offered in two models – the Quartz standard not requiring a pump to boost water pressure and Quartz Premium including the pump. The table below, lists a few characteristics Figure 1: The demonstration and presentation will be done by plumbers who used the product before. He is re-evaluating their existing strategy regarding the overall positioning of the product, distribution channels and effectively pricing and promoting Quartz. So what should Rawlinson do? Customer Behaviour A detailed description of the above figure is as follows, along with the product that Aqualisa offers to cater to their need.

Market Segments based on Price v.

To make this website work, we log user data and share it with processors. Rawlinson points out that targeting the customers directly with an ad campaign will cost about 3million to 4 million over two years and is very difficult for a company with net profit of about 17 million.

So what should Aqualisa do? What is a product? Stjdy offered by Aqualisa for this aquwlisa are Gainsborough, Aquavalve and Aquastream Thermostat ranging from tooffering better quality and state-of-the-art technology.


aqualisa quartz case study ppt

Jobber Clearly, Aqualisa falls in the Product development box. Quartz provides high flexibility of installation – the use of remote processor to control the thermostatic mixer valve has overcome the need to excavate since it can be conveniently placed anywhere close to the shower where there is access to water pipes and has tremendously reduced installation times and costs.

Hence, ease of installation is very important to them. Gainsborough, Aquavalve and Aquastream Manual ranging from 95 to In order to promote Quartz, Aqualisa has adopted several approaches – exhibitions, face-to-face contact with plumbers, and advertisement in The Mail on Sunday.

aqualisa case study_百度文库

Simply a Better Shower. There also must be an incentive for these people to devote their time.

Published by Clifford Barker Modified over 2 years ago. Quartz has become the leading product of the showrooms, where it has gone on display.

Only one company has been able to create some product awareness i. Also, it does not give enough evidence on the product being made available to property developers. 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. But, that was 20 years ago and we have seen a great deal of technological advancement.

However, it is safe to say that Quartz is an entirely new product because of the advanced capabilities offered by it in terms of aqualksa, performance and flexibility.

Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2

Being better informed than the other two segments, plumbers had very little influence on this category. Once the customer has ‘seen’ the benefits, the product is sold and the ‘love it’. Product and Brand Management. Following is Ansoff’s matrix that suggests corporate growth strategis: To use this website, you must agree to our Privacy Policyincluding cookie policy. In addition, no bulky boxes translate into better look and style.


Aqualisa offers a wide range of products to cater to the needs of each of its market segments, as has been described above. Style is what dominated their selection. A product is any offering by a company to a market that serves to satisfy customer needs and wants.

Simply a Better Shower. The customers need to be educated about the product and its features.

aqualisa quartz case study ppt

Based on the analysis, recommendations have been provided that will help Aqualisa in developing an effective marketing strategy. Since, price is very important to this category pt do not like to spend money on solutions that require excavations as they would increase installation costs. This report analyzes Aqualisa’s existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion.

As for now, Aqualisa should not focus its resources on the trade shops and plumbers. The biggest issue aqualusa having problems with reaching plumbers because they are the key players in terms of being a reliable source for consumers when choosing the product. In addition, they receive a product that is much advanced and better in all respects.