Squalid must gain brand equity Nile its competitive advantage is superior product and then use that brand equity as its competitive advantage once similar products are offered by competitors. How about receiving a customized one? Remember me on this computer. Some of the reasons are related to distribution channel, promotional strategy and positioning of the product. This comes to , mixer shower consumers who select the shower without advice from their plumber and 80, consumers of mixer shower units who choose the brand.

It should be pretty close to other products or the price should be reduced for the all products. By making a lot of researches and surveys, it Nas felt that the customers were not satisfied with 2 main problems: 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 mouth to push showrooms to call attention to Quartz by emphasizing the low cost of installation. Risk is diminished even further because the consumers who make their own decisions are part of the same general public as other shower unit consumers. The possible customer base ranges from a minimum of 53, to a maximum of , units sold annually. Many factors reduce the risk of this strategy.

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Aqualisa Case Study solution | Case Study Template

Log In Sign Up. The case does not specify what percentage of electric shower and power shower consumers choose shower type independently. While waiting for the advertisement campaign to kick in, the Quartz can find a suartz niche within the potential market oftounits sold annually.


But the problem is there is no connection between plumbers and customers. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand.

Aqualisa- Case Analysis by Francesca Marino on Prezi

Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Squalid company is required to determine the distribution channels which it should concentrate on, and quwrtz the company needs to clarify itself the level of its brand. The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz. Customers trust to their opinion. Remember me on this computer.

Although this is a high-risk and expensive strategy, costing 3 to 4 million over two years out of a 17 million net income, Rawlins is confident of the superiority of the product. Our Dase Welcome to the world of case studies that can bring you high grades!

Aqualisa Case Study solution

Company should give free demonstration models to showrooms and to plumbers. We use cookies to give you the best experience possible.

aqualisa quartz case study analysis

The association of Quartz, a premium label, with value brand DID may be avoided by creating a value product line for Quartz. It needs also a marketing plan for new products. Because customers would have better shower product, anaalysis would have more installations, company will have a increase in sales.

There also must be an incentive for these people to devote their time. Though this is the clear path for the Quartz to break into the mainstream, it is also where the Quartz has most struggled.


Aqualisa Quartz

Squalid should pay much more attention to the plumbers. Because Quartz analyiss the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance.

The possible customer base ranges from a minimum of 53, to a maximum ofunits sold annually. Cse will also help build brand awareness, so the company can also target stud types of consumers which will eventually lead more and more word of mouth.

Strategic Marketing Management Student Name: With each plumber installing showers a year, a single instance of a plumber using the Quartz translates into annual installations if not more due to fractional installation time and the potential of apprentices rather than Just master plumbers doing independent installations.

aqualisa quartz case study analysis

On the other hand, once plumbers actually try the Quartz, they realize how effective it is and are converted. Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions.

aqualisa quartz case study analysis

DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands. I believe that the best solution for Aqualisa is to focus on plumbers because they are the primary customers of trade shops which has the most sales volume in the U.

The case implies a time constraint of Just a few years before competitors introduce a similar product. It should be pretty close to other products or the price should be reduced for the all products. If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. The suggestion of improve this situation is to xase something new and innovative that would differ Squalid from its competitors.


As we can see, plumbers quwrtz a big mediator role in the distribution channel and reaching the end consumers. Due to bad experiences in the past with electronics, plumbers are particular adverse to showers involving electronics. Skip to main content.