Products offered by Aqualisa for this category are Gainsborough, Aquavalve and Aquastream Thermostat ranging from to , offering better quality and state-of-the-art technology. The table below, lists a few characteristics Figure 1: Aqualisa has developed a product that its customers want, who are just not aware of its benefits. It highlights certain challenges that Aqualisa currently faces with Quartz and subsequently providing recommendations. Since, price is very important to this category they do not like to spend money on solutions that require excavations as they would increase installation costs.
Help Center Find new research papers in: Their major concern is reliability, performance and ease-of-installation because they would have to bear the costs of any unforeseen problems. Masfiqur Rahman Surovi Alam Group 6. But, within this individual customer category there are sub-segments based on varying needs. Introducing a new product in the market can be challenging for a company, especially when the customers have had a ‘previous bad’ experience with similar products. Aqualisa Quartz Case Analysis.
Hence, the trade aqualiwa plumber’s merchants have seen very poor sales. One interesting group of people in all the categories, who are not the consumers and hence could not be placed in the above figure are the plumbers – people who actually install the showers so that the customers can actually gain the benefits that they seek.
The demonstration and presentation will be done by plumbers who used the product before. The suggestion is that Aqualisa should not change the product. Simply a Better Shower.
However, it can be assumed that Rawlinson has not fully exploited this channel, because he mentions that they are careful of introducing any product in DIY stores. Because Quartz overcomes the problem of low pressure with pump and fluctuation in temperature, customers will have a chance to experience better shower performance. Quartz has become the leading product of the showrooms, where it has gone on display.
However, Quartz flexibility of installation makes it a DIY product. Following is Ansoff’s matrix that suggests corporate growth strategis: They usually shopped at showrooms which had technical experts to explain the various product options and help them in evaluating and selecting the right product.
So what should Aqualisa do? They have effectively segmented their markets and have products that cater to each segment’s needs.
Slow sales have worried Rawlinson who was taught ‘think big’. To make this website work, we log user data and share it with processors.
Click here to sign up. A typical installation of Aquavalve will take from days. Aqualisa enjoys a good reputation and brand name in the market. It is agreed that the costs will be high and is a risky proposition.
Customers in this category quaartz mainly concerned with reliability and performance.
Once a product goes into DIY, it is almost impossible to back out. Lastly, as described by Rawlinson, Quatrz will open up doors for development of new products. But, cwse should be viewed as an investment and not studu a cost; since Quartz is going to lead Aqualisa’s market for other electronic product innovations and success of Quartz will give Aqualisa the first mover advantage in the market.
Quartz has been made available through all of Aquqlisa distribution outlets, but in varying degrees. Everybody can do the installation Good pressure Reliable temperature Safe to use What to sell Turbo charged option 5 years warranty Climate control New innovative product but old marketing strategy Product?
As described above, Quartz is a fairly new product and launch of a new product requires awareness. Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Answers to Case Study. Aqualisa offered the ShowerMax brand to this category at a significantly lower price than their other products and fewer features. If you wish to download it, please recommend it to your friends in any social system. aqualsia
These in turn will have a trickle down effect on the plumbers a major channel partner for Quartzsince they are forced to install what the customers want in the above cases. Secondly, Aqualisa can look at market penetration for its Aquavalve brand and develop market in other regions or geographical locations. Introducing a new product in the market can be challenging for a company, especially when the customers have had a ‘previous bad’ experience with similar products.
The case does not give enough evidence of Quartz being made available in the DIY stores.