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The problem is not that sales are low, but the reasons why sales are not as expected. Some of the reasons are related to distribution channel, promotional strategy and positioning of the product. Consequently, the real problem here is how to boost sales. The biggest issue is having problems with reaching plumbers because they are the key players in terms of being a reliable source for consumers when choosing the product.
The Solution: 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. In addition to this, plumbers also work for developers, showrooms, contractors or directly for consumers.
As we can see, plumbers play a big mediator role in the distribution channel and reaching the end consumers. First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product.
If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers. 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.
Similarly, plumbers will help convince developers by suggesting the new product. Lastly, consumers in the standard price range trusted an independent plumber to advise or choose a product for them. Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. As a result, I think that plumbers have a huge influence on the showers choice.
For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand. The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which will be total given 50 cities in the U.
There also must be an incentive for these people to devote their time. The incentive should be giving the Quartz shower to every participant because when they try it, they will get over with the skepticism toward technologically new products — at least for Quartz. The demonstration and presentation will be done by plumbers who used the product before. For this reason, Aqualisa will give a free product to those of consumers.
Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. This will also help build brand awareness, so the company can also target those types of consumers which will eventually lead more and more word of mouth. Related Papers. Aqualisa Quartz: Simply a Better Shower.
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Aqualisa Quartz: Simply a Better Shower – Case Solution
A Case Study. Using a case study. Acquisition case study. MM Case Study. REACH with case study. Introduction Aqualisa Quartz: 'simply a better shower' - a significantly innovative product developed by Aqualisa, in terms of both cost and quality, has been facing challenges in the market since its launch four months ago. The product described by one of the customers a plumber is a 'push-fit-connect-you're done' shower and offers the customers 'what they the plumbers want'.
Aqualisa Quartz: Simply a Better Shower
Aqualisa is a major U. Its managing director, Harry Rawlinson, recently launched the latest innovation in the shower industry known as the Quartz shower. The Aqualisa Quartz shower depicts quality, cost, and ease of installation. During its testing, the product garnered great reviews. But its early sales proved to be a disappointment. Rawlinson must decide whether to divert his strategies insofar as product positioning is concerned in the realm of its existing product line.