Marketing Notes for Aqualisa Quartz
Marketing Notes for Aqualisa Quartz FMIB3
Hult International Business School
Popular in International Marketing
Popular in International Business
This 2 page Study Guide was uploaded by Mischa Rapt on Tuesday September 22, 2015. The Study Guide belongs to FMIB3 at Hult International Business School taught by Nick Imparato in Fall 2014. Since its upload, it has received 59 views. For similar materials see International Marketing in International Business at Hult International Business School.
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Date Created: 09/22/15
Aqualisa Quartz Aqualisa was considered too highend even at discounted prices Standard price range Consumers emphasized performance and service usually relied on independent plumber Value segmentconcerned with convenience and price liked to avoid solutions and relied on independent plumber Premium DIY interested in inexpensive models that were easy to install despite ugly aesthetics bulky and unattractive Property developers preferring reliable nicelooking products that could work in multiple settings pricesensitive with exception of luxury builders usually had relationships with plumbers who installed whatever they selected 1 What is the value proposition to plumbers To consumers Plumbers wanted shower that was easy to install and guarantee to not break down or require servicing Straightforward installation that they could even send their apprentices to do the job requires little to no experience Requires less time to install half a day compared to 2 days Once you try it you instantly become a convert Consumers Wanted shower that looked great good water pressure easy to use and didn t break Targeting DIY s so easy to install you can do it Superiorpotential of making it premium priced Enhance overall shower experience wow factor psychological benefits Safe and convenient for kids and elders 2 Why is the Quartz shower not selling Spend too little time 10 on developing new customers plumbers were wary of innovation initial reactions are negative particularly any innovation involving electronics 3 What does the Aqualisa experience say about productmarket fit What are major risks Major risks would be that most of the consumers rely on their plumbers so it is important to focus on creating awareness on the benefits of their brand by targeting them Quartz is a breakthrough innovationdifficult to discount pricepossible to charge for a premium problem cannibalization of other products have to point out deficiencies in existing products to sell Quartz 4 What should Rawlinson do to generate sales momentum for the Quartz product Should he target consumers directly The DIY market Should he lower the price Strengthen relationship with plumbers create incentives to plumbers to promote sales Educate plumbers about ease of installation superiority and Quartz and help them trust innovation should not lower price and should position it as a mainstream product in the premium segment due to innovative technology do NOT target DIY market speci cally for Quartz as it would con ict with its premium price strategy do NOT lower prices as Quartz should be maintained as a high end breakthrough innovative product and could create confusion for the qualitytechnology associated with the product 5 What is the Aqualisa lesson for strategies built around innovation future was to focus on innovation as breakthroughs in the shower industry is rare and mainly cosmetic need to persuade plumbers to trust innovation
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