Thursday, April 4, 2013

Aqualisa Quartz: Simply a Better Shower, Case Study

Introduction

Aqualisa Quartz: simply a better exhibitor - a significantly advanced product developed by Aqualisa, in terms of twain cost and quality, has been facing challenges in the market since its launch quaternion months ago. The product described by one of the nodes (a plumber) is a push-fit-connect-youre done shower and offers the customers what they (the plumbers) want. Despite the above facts, Quartz has experienced poor sales and has not met the companys expectations.

Hence, the companys managing director, Harry Rawlinswon, a HBS graduate who has the itch to think big is face with many key decisions regarding the companys selling strategy. He is re-evaluating their be strategy regarding the overall positioning of the product, distribution channels and effectually price and promoting Quartz.

This report analyzes Aqualisas existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps (Product, Place, equipment casualty and Promotion). Based on the analysis, recommendations rent been provided that will help Aqualisa in developing an effective marketing strategy.

U.K Shower Market

U.K. Shower market is consists of customers who are quite unknowledgeable about the showers and do understand the product options. Based on the information in the case, they can be divided into in the main two categories of customers: individual buyers and property developers.

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Each of these is further subdivided found on two variables: price and customer behaviour. The table below, lists a few characteristics

Figure 1: Market Segments based on Price v. Customer Behaviour

A detailed description of the above figure is as follows, along with the product that Aqualisa offers to cater to their need. Quartz is a red-hot product for Aqualisa, and hence identifying the characteristics of their existing customers is important. Aqualisa needs to develop an effective positioning strategy for Quartz, so that it does not cannibalize their existing products and...

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