Help Center Find new research papers in: Enter the email address you signed up with and we’ll email you a reset link. Strategic Marketing Management Student Name: Skip to main content. Being better informed than the other two segments, plumbers had very little influence on this category. The table below, lists a few characteristics Figure 1: However, they do have relationships with the plumbers who will install the showers that the developers select.

A typical installation of Aquavalve will take from days. Registration Forgot your password? If you wish to download it, please recommend it to your friends in any social system. Gainsborough, Aquavalve and Aquastream Manual ranging from 95 to Slow sales have worried Rawlinson who was taught ‘think big’. Secondly, Rawlinson feels that Aqualisa’s existing products face the threat of cannibalization, especially their cash cow – the Aquavalve.

Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2

In addition, the Aqualisa’s sales team has also targeted its ‘loyal’ group of plumbers by introducing them to the new product. Aqualisa enjoys a good reputation and brand name in the market.

The recent introduction of Quartz showers has been a great leap for Aqualisa in terms of both product quality and cost. They have effectively segmented their markets and have products that cater to each segment’s needs. Simply a Better Shower. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. This report analyzes Aqualisa’s existing strategy, beginning with csae segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion.

A product is any offering by a company to a market that serves to satisfy customer needs and wants. K Shower Market U.

aqualisa quartz case study ppt

It is agreed that the costs will be high and is a risky proposition. Share buttons are a little bit lower. As pointed out in the case, customers are generally unaware of product features and have limited knowledge. As described above, Quartz is a fairly new product and launch of a new product requires awareness.


As will be described below, Aqualiisa offers good value for the end customers not only in terms of product features but also price, even though it is their highest priced product.

A few important facts can be seen from the table as below: Similarly, plumbers will help convince developers by suggesting the new product. Etudy Behaviour A detailed description of the pt figure is as follows, along with the product that Aqualisa offers to cater to their need. The showrooms also offered installation service. The company spent almost 3 years and 3. Hence, the company’s managing director, Harry Rawlinswon, a HBS graduate who has the ‘itch to think big’ is faced with many key decisions regarding the company’s marketing strategy.

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.

(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –

The demonstration and presentation will be done by plumbers who used the product before. 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.

Lastly, as described by Rawlinson, Quatrz will open up doors for development of new products.

aqualisa quartz case study ppt

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 Aquaoisa including the pump.

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 aquaalisa to push showrooms to call attention to Quartz by emphasizing the low cost of installation.


Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2 – ppt video online download

Only one company has been able to create some product awareness i. The consumers’ decisions are largely influenced by the plumber uqartz either the plumber selects the shower or advices them on the type not the brand. It highlights certain challenges that Aqualisa currently faces with Quartz and subsequently providing recommendations.

Since, price is very important to this category they do not like to spend money on solutions that require excavations as they would increase installation costs.

What is a product?

Hence, Aqualisa should use its existing brand image and awareness in the market aqualiwa launch the ad campaign for Quartz and build product awareness. To use this website, auartz must agree to our Privacy Policyincluding cookie policy.

However, one incident in the case suggests that once a plumber installs Quartz he is immediately a ‘convert’. This offers huge potential for Aqualisa in terms of repeat business, because majority of the UK shower market is made of replacement showers and plumbers tend to remain loyal to their selected brand.

Market Segments based on Price v. Slow sales have worried Rawlinson who was taught ‘think big’.