aqualisa-gp5
TRANSCRIPT
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8/3/2019 Aqualisa-gp5
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Causes for Current Marketing Failure
Developers view the Aqualisa brand as too high-end.
Plumbers have a distrust of innovation specially if itinvolves electronics because of earlier setback in 1980.
Consumers are generally uninformed about showers.
Aqualisas twenty-person sales force is too small and toonarrowly focused.(90% is maintaining /servicing exitingcustomers:Developers,Tradeshops,showrooms etc.)
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Goals
Raise the awareness in consumers,developers,plumbersand DIY
Eliminate the distrust of plumbers
Raise the awareness in consumers in the premium andstandard and value segments
Improve the performance of the Aqualisa sales force byincreasing the strength and more focused on new product.
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Marketing Strategy & Efforts
Initially a marketing strategy that targets a particularmarket segment
Adjust the strategy subsequently to capture a larger
market share.
Hiring and education of additional sales representatives
The commitment by the sales force to spend at least
thirty percent of their efforts on pursuing new salesaccounts
The marketing effort should also leverage the strongbrand recognition of Aqualisa products while building the
marketing plan for the new shower product
.
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Marketing of Quartz Shower - Developer
Brand Quartz Shower under Shower Max brandname as it more popular and established
Aqualisa sales force to educate developers aboutperformance, style, service, and ease of installationof Quartz Shower
Aqualisa sales force to educate retailers at specialist
contract outlets about the features of QuartzShower
Weekly/Fortnightly advertise in trade publications theproduct features of Quartz Shower.
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Marketing of Quartz Shower -Plumbers
Market Quartz Shower under the Aqualisa brandname (React favorably to Aqualisa)
Aqualisa sales force to educate plumbers about theinstallation ease of Quartz Shower
Distribute brochures/booklet to plumbers containingtestimonials about how easily one can install QuartzShower
Publish in plumbing trade publications testimonialsabout how easily one can install Quartz Shower andif possible conduct a workshop in Apprentice school.
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Marketing of Quartz Shower Premium
Consumer Continue to market to showroom consultants
Quartz Shower under the Aqualisa brand name
Aqualisa sales force to educate showroomconsultants about the performance, style, service,and installation ease of uartz Shower; and
Periodically advertise in showroom trade
publications the aforementioned product features ofQuartz Shower.
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Toward Standard Segment Consumers
Market Quartz Shower under Aqualisa brandname;
Some partnership for a specific period withretailers to educate consumers about theperformance, style, and service ,installation easeand labor cost savings of Quartz Shower;
Periodically advertise in consumer periodicalsthe product features of Quartz Shower.
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Toward Value Segment & DIY Consumers
Market Quartz Shower under Gainsborough brandname
Some contract with retailers to educate consumersabout the performance, style, service ,installation ease& labor cost savings associated with Quartz Shower
Offer a manufacturers rebate to purchasers of Quartz
Shower Advertise in consumer periodicals the product features
associated with Quartz Shower.
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If Aqualisa does so, Quartz Shower will have increasedsales in all segments of the shower market.Nonetheless, there are risks:
a) Quartz Shower may cut sales in some ofAqualisas other products
b) potential shower purchasers may purchase QuartzShower under the lower priced Gainsborough brand andnot under the higher priced ShowerMax and Aqualisabrands.
These risks, however, are worth taking in light of thesignificant margins generated by Quartz Shower and thedistinctiveness of the distribution channels in the shower
market.