College student Name, EMBA 17 Fall2010
All information just for this case study was taken from " Aqualisa Quartz: Simply a Better Shower, ” HBS 9-502-030; Rev July 10, 2006
Problem IDENTITY: Aqualisa wants to15325 grow the rand name through the introduction of a new line, the Quartz showering. Initial release results have already been disappointing, and the managing director of Aqualisa would like to breathe new lifestyle into the start through a new marketing strategy. The intended effect is higher sales, wider brand reputation and a greater share of pocket through add-ons and also other computerized features to the Quartz system. Tactics:
Target consumers directly:
-High Cost. Is greed wisely or just greed?
-The superior customer retailers at dealers, but display room sales only represent 8% of total sales. -/+Although buyers may want the Quartz, plumbers may try and deter the purchasers. Good purchasers is going to stick with all their opinion and will force plumbers to install and become familiar with the item. +This is going to build manufacturer recognition together with the consumer.
+Breakthrough Quartz technology and the timing of the marketing campaign can secure Aqualisa a place as a industry leader.
+Once the superior market is captured, Aqualisa posseses an opportunity to carry on and own the industry and receive larger talk about of pocket through computerized features and also other add-ons. +Value proposition with the stylish, future of showers appeals to the high grade shopper who wants the best for family.
-Targeting this market can easily hurt the premium brand.
-Taking from this market will cannibalize Aqualisa's Gainsborough line. -This companies are very focused on price and Quartz is known as a higher price. +Value proposition of less difficult installation will appeal to DIY industry. +DIY product sales represent 36% of total market sales.
-Will certainly not immediately help create brand recognition because of lag time between constructions and consumer employ. -Developers (except luxury builders) are hesitant to...