IMPACT OF CONSUMER PERCEPTION ON MARKET STRATEGY Case Study: “Aqualisa Quartz: Simply a better Shower Q #1: What is the Quartz value proposition to plumbers? To Consumers? It’s just what we wanted. Push-fit-connect-you done I can handle more orders which mean more profit. * Easy to install * Takes less time to install * My assistant can do that easily. * More profitable Ans: PLUMBERS CONSUMERS: Efficient & reliable water pressure. Don’t need to adjust temperature again n again. One touch control. Safe for me to use on my own. I love ………
It’s Elegant Style that looks prettier in my bath room. Its easy-to-use push-button light….. Q 2: Why is the Quartz shower not selling? Oh No! I wouldn’t put one of these, they don’t work. Answer: 1- Plumbers wary of innovations. Its more expensive than others. 2- Comparatively it looks overpriced. Q # 3: Aqualisa spent three years and 5. 8 million developing the Quartz. Was the product worth the investment? Is Quartz a niche product or a mainstream product? * The prouct is a brekthrough in shower technology . Due to its nice look and easy installation process , it will replace old technology.
On the other hand people intially praised this product very well. The initial repsonse is so much positive that only careful and effective selling strategies would boost its sales. So, I think the product worth that investment. * To my opinion it’s a mainstream product. Because it replaced old technology and resolve all previous issues like , * Adjustment of pressure * Low pressure * Breakage after a short time usage. Q # 4: Aqualisa currently has three brands: Aqualisa, Gainsborough, and ShowerMax. What is the rationale behind this multiple brand strategy?
Does it make sense? Answer: The company is having three different brand strategies very sensibly. These three sidfferent products will penetrate in three different specialized markets. For example, a. Aqualisa: * It has range of different types of electric, mixer, and power showers. * It is shown in show rooms. * Aqualisa is available in 40% of trade shops. b. Gainsborough * It is working in Do It Yourself market * DIY contains almost 70% of Gainsborough brand c. Shower Max * It is working and will work in delopers market.
Q # 5 : Whatshould Rawlinson do to generate sales momentum for the Quartz Product? Should he change his Marketing Strategy to target consumers directly, target the DIY market, or target developers? Should he lower price of Quartz? Or Should he do something different altogether? Answer: In my opinion there are many alternatives that Rawlinson and Aqualisa can consider in order to improve sales momentum for their product. However, these considerations have core importance 1) Target consumers directly. 2) Lower the price. 3) Change marketing strategy to target the plumbers/installers.