The table below, lists a few characteristics Figure 1: The cost of manufacturing Quartz is higher than that of Quavered — hence the higher retail price. Technological advancement in the last 20 years has been tremendous and although customers are wary to innovations, it is not impossible to sell a technologically adept product to them. About project SlidePlayer Terms of Service. A few important facts can be seen from the table as below: Shower market is consists of customers who are quite uninformed about the showers and do understand the product options.
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. He three distinct customers quart the individual category based on price are: Three main shower types were offered on the market: Squalid offers a wide range of products to cater to the needs of each of its market segments, as has been described above. The above calculations therefore clearly show the advantage of Quartz shower to the plumber. Technological advancement in the last 20 years has stud tremendous and although customers are wary to innovations, it is not impossible to sell a technologically adept product to them.
It is definitely a riskier approach, but is a calculated risk I. 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.
Rawlins points out that targeting the customers directly with an ad campaign will cost about million to 4 million over two years and is very difficult for a company with net profit of about 17 million. A product is any offering by a company to a market that serves to satisfy customer needs and wants.
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Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2 – ppt video online download
They buy in showrooms, value high performance and service, and also style is an important selection determinant. Style is what dominated their selection. However, the plumbers are skeptical of Quartz electronic and innovative products for the reasons mentioned earlier.
As noted in the case, the Quartz shower already gained popularity in the segment, especially because of the working displays, where its advantages were immediately noticed and loved by the consumers. Because of bad past experience, they usually distrusted innovation, especially if it involves electronics. The customers need to be educated about the product and its features.
Jobber Clearly, Squalid falls in the Product development box. Moreover, they were in general looking for sophisticated, reliable products, with modern design and ability to work in multiple settings. They have only been able to sell 15 units a day marred to an estimated requirement of units a day to break through to the mainstream.
They focus on product availability and not technical advice.
MBA Case Analysis & More Marketing – Aqualisa Quartz
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 do not require showers that have premium valves because the new homes are built with high-pressure systems.
Also, they do not rely on the individual plumbers while making purchase decisions. Triton had managed to build brand awareness at the customers level and sold aroundunits of shower per year, Mira sold about analywis, and Masco aroundThe table below, lists a few characteristics Figure 1: Squalid offered the Showrooms brand to this category at a significantly lower price than their other products and fewer features.
Customers Shower buyers mainly fall into one of the three pricing segments: Simply A Better Shower.
Secondly, Squalid can look at market penetration for its Quavered brand and develop market in other regions or geographical locations.
So, what are the issues that Rawlins faces? Product and Brand Management.