Aqualisa quartz case study. Marketing Case Study II: Aqualisa Quartz Free Essay Example 2023-01-04
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Aqualisa Quartz: A Case Study
Aqualisa is a leading manufacturer of shower systems in the UK, known for their innovative products and commitment to customer satisfaction. In 2001, the company introduced the Quartz shower, a revolutionary new product that promised to be the most advanced and highest-quality shower on the market. However, despite its impressive features and benefits, the Quartz shower struggled to gain traction in the market.
One of the main challenges facing the Quartz shower was its price point. The shower was significantly more expensive than other products on the market, making it less appealing to cost-conscious consumers. In addition, the company faced competition from other well-established brands, as well as new entrants to the market.
Another challenge was the fact that the Quartz shower required a significant amount of installation and customization work, which added to the overall cost of the product. This made it less appealing to both consumers and plumbers, who were often unwilling to invest the time and resources required to install the shower.
To address these challenges, Aqualisa took a number of steps. First, the company invested in a comprehensive marketing campaign to raise awareness of the Quartz shower and its unique features. This included targeted advertising, as well as partnerships with plumbing and home improvement stores.
In addition, Aqualisa sought to make the installation process easier and more cost-effective for both consumers and plumbers. To do this, the company developed a new training program for plumbers, as well as a comprehensive installation manual and support hotline.
Finally, Aqualisa sought to differentiate the Quartz shower from its competitors by highlighting its unique features and benefits. This included emphasizing the shower's advanced technology, as well as its energy and water-saving capabilities.
Overall, these efforts helped to increase demand for the Quartz shower and improve its market position. While the product faced significant challenges in the beginning, Aqualisa's proactive approach and commitment to customer satisfaction helped to turn things around and make the Quartz shower a success.
Squalid Quartz: Case Study
Assuming that they fall in the middle of the two categories, style would be a consideration but not important. Showrooms catered to the high end customers who wanted customized solutions for their bathroom design with high end products lines and Aqualisa brand had presence in 25% Aqualisa Quartz: Simply a Better Shower 3 Problem statement: With the launch of the new innovative Quartz shower by Aqualisa, the Company expected to have a boost in its sales. In addition, in the past years,the company sold the shower products at premium pricing, such brand image is fixated in the mind of the DIY consumer in the market resulting in low adaption and thus sales. Aqualisa Quartz Simply a Better Shower Case Analysis 1. The DIY customer on one hand will increase the demand and will make the retailors to keep the Quartz product while the demand from developers will make the plumbers to choose or install the Quartz, reducing the reluctance of plumber to switch to other brand, and thus generating forced trails, that may ultimately lead to adaption in future. This innovative product, Quartz is a perfect resolution to all the prior troubles of customers, yet the low sales figure, turns the innovation into a challenge.
Aqualisa Quartz Case Study Solution and Analysis of Harvard Case Studies
They plan to build some recognition with the Coracle name, so that they have a platform to market more consumer-based products in the future. It is safe for kids, the elderly, and the parents because there is no more fighting with stiff valves. They have broken down their branding into an architecture defining the brands categories as; iconic luxury, luxury, lifestyle, signature, modern essentials, extended stay and destination entertainment. Marketing Mix Strategy To reduce prices just on Aqualisa Quartz would be not logical. As pointed out in the case, once plumbers use the new Quartz, they are immediately a convert i the post evaluation of purchase during the buying purchase is in favour of Aqualisa. The act of managing multiple brands is a thin tight rope walk that can help elevate a brand yet almost Just as easily diminish it.
Aqualisa Quartz Case Study Solution for Harvard HBR Case Study
Most plumbers are wary of new technology and do not trust it, especially in light of previous electronic control failures. Lastly, the plumbers are reluctant to adopt the new models irrespective of ease and convenience due to high switching cost and inclination to change. This report analyzes Aqualisa's existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion. However, that is not the current situation. The approach assumes plumbers will catch on because it was simply a better shower. According to the Ansoff Matrix Exhibit 6 , the company has made enhancement in the product but the relative market is same.
Also sales are affected by bad experience of customers with previous products. Everyone: customers, plumbers, company would get a benefit. Aqualisa should commit to an aggressive marketing and advertising campaign targeted towards the consumer and DIY markets respectively. Secondly, looks great and lignite. It will soon enter into Dogs matrix, if proper marketing channel is not prepared by the company.
Aqualisa needs to develop an effective positioning strategy for Quartz, so that it does not cannibalize their existing products and also gains substantial entry into the market at the same time. The total quantity of showers sold in the year 2,000 equaled to 1. Not only are consumers concerned with price but also ease of use, installation and performance. In addition to this, apart from the consumers, the developers are not purchasing the Quartz showers due to perceived high prices than in the pas resulted end of dealership. Although the Quartz is truly ground breaking and innovative in terms of function and design, many consumers and industry professionals alike are not fully aware of its features and benefits.
The showrooms also offered installation service. Alternatives The company should target the plumbers because they are the ones that recommend the individuals to choose a brand. Sales Targeting and Cannibalization. Listed below are specific strategies Aqualisa could adopt and implement to increase Quartz sales volumes. Why is the Quartz shower not selling? A lower pricing structure would not be a good strategy for the long term because it will reduce profit margin. Thus, it was important to retain the existing customers. Why is the Quartz shower not selling? In addition, it also identifies the weaknesses of the organization that will help to be eliminated and manage the threats that would catch the attention of the management.
Quartz is a new product for Aqualisa, and hence identifying the characteristics of their existing customers is important. Was the product worth the investment? Conclusion Aqualisa has truly developed a product that is going to lead the market - however has faced challenges in terms of effectively positioning it and delivering it to the end customer. The company has a very powerful and spread brand name among plumbers, so Aqualisa has reliable relationships with these plumbers, and they are seemed to be loyal to this brand. Does it make sense? They seem to adhere to the rule, "If it ain't broke, don't fix it. It is much easier to install for the DIY sector of consumers since it does not require excavation of the wall to reach plumbing. Accordingly, the CEO of the Company will have to re-devise a new positioning, distribution and pricing plan, if necessary. In redressing the communication issues, the Objective-and-Task Method should be adopted to determine the promotion budget.
The Best Aqualisa Quartz Case Study Solution for College
Customer Behaviour A detailed description of the above figure is as follows, along with the product that Aqualisa offers to cater to their need. In a market such as the shower market in the I-J, there needs to be several strategies and methods of market penetration. Broadly speaking the customers in the individual market segment have one common feature i. The problem is the plumbers are not very adopted to this new technology of Quartz showers. Hence, ease of installation is very important to them. The Company wants to ensure that the innovative technology, which is leaps and bounds ahead of competition, will generate more sales to capture market share before the competition can imitate the technology. The value proposition pertaining to the newly developed product of Aqualisa, Quartz, to plumbers is the ease or convenience of installation with the subsequent guarantee that it will not break down or require servicing.
