INTRODUCTION Aqualisa needs to configure a strategy to sell their new shower the Quartz. The newest most innovative shower is not selling like it should be. If they cannot get it off they ground they risk of losing market share to competition. Aqualisa have been doing well in the past years however, with lowered quality and improvement among the competition changes need to be made. The purpose of this analysis is to take a deeper look into Aqualisa to see what their best moves is in order to fix their problem. In this market 73% of consumers rely on their plumbers to pick out the shower for them in addition to this many people are unsatisfied with their showers thus making 44% of shower installations replacement jobs. This gives Aqualisa plenty of opportunity to make a significant impact and quickly. In order to do so they must focus on the plumbers, as reluctant and unwilling to …show more content…
With 10,000 plumbers in the area the goal would be to have half of them become “quartz users”. If plumbers purchase 73% of the showers in the existing market the goal of making 5,000 plumbers users of Quartz would gain Aqualisa 36.5% of the total market in a single year. (Exhibit 1) Having bad luck in the past with obtaining plumbers as customers is not a sign to give up instead it is an opportunity for growth. By shifting the marketing strategy to adapt to the needs of the plumber and showing them first hand that the product fulfills their needs the hard part is over. Furthermore, by making sure that the plumbers are on board the customers will not have much say in the price of the product because they are generally unaware of what costs come from the labor or the equipment, as the plumber passes the cost onto the customer in one final cost. This will make the pricing of the Quartz less important making it much easier to gain higher margins in the future once the confidence is instilled in the
3. Increase sales to current customers by 5% each year by using innovative technology in order to find more efficient ways to distribute and manufacture our products leading to more competitive pricing.
Miazga, Mike. "Changing with the Times." Plumbing & Mechanical June 2012: 34. Home Improvement Collection. Web. 4 Mar. 2014.
... to how they best maintain their pool and their requirements in terms of finance and effort.
Throughout the years, our qualified and dedicated team has successfully completed projects for various individual and business clients. Our extensively trained, skilled, and experienced professionals ca...
The most effective way to reach this demographic is to get the product in their hands and have them try it; the plumbers need to be convinced that innovation in the electric shower market is beneficial to them and their job. Aqualisa marketing team needs to work to get into more than the current 40% of trade shops, and can use these shops to demo the Quartz product. During high-volume times, have a few stations s...
Shower buyers fall in three pricing segments: premium, standard and value. First, premium segment is conducted of people who mainly shop in showrooms. Their focus is on great service and high performance. Second segment is called standard. Customers in this segment rely on plumber recommendation and emphasize performance and service. Value segment conducts mainly customers who are primarily concerned with convenience and price. Thus, they like to avoid excavation and also tend to rely on independent plumber in selecting a product. Value segment falls in with DIY market, where people tend to buy in large retail shops, interested mainly in inexpensive models that are easy to install and they are also strongly price sensitive.
Conclusion: Given the current economic status the home improvement industry is in a low spot with sales. With the decrease in building new homes we have to focus mainly on home improvements. The three strong points we have against existing rivalries are our great locations, quantity of quality products, and convenient customer service. With these great qualities we can move ahead and stay ahead of our competitors during these times.
Aqualisa launched the most significant shower innovation in recent British history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Now, the company is faced with some key issues about whether to change the channel strategy, promotional strategy, and the overall positioning of the product (niche or mainstream product) in the context of his existing product line.
We are using October 2006 as the base for our forecasted sales due to the many changes that have occurred in the last year. Several product lines have been ...
...rs since the reward is tangible. Since 80 percent of profit comes from a small percentage of customers, programs should be developed to retain them. Companies will use resources that aren’t available to the entire customer base to ensure they are retaining their most valuable customers and offering incentives to encourage others to move up.
The success of these products against each other has to be predicted using the newspaper articles provided. The demand and sales estimates of these products along with the customer perception of the product needs to be projected and ranked between each product.
The environment of L 'Oreal is very competitive and progressive. The trends of consummation force the company to be always more innovative in the production of products, but also in the sale of these products. To continue to be the leader and to compete on the market, L 'Oreal must adopt new strategy in the future in balance with his customers and his environment.
Household and personal care product companies are making efforts to stimulate sales in a variety of ways, such as entering new markets, creating new product categories, adding new distribution channels, and acquiring (and divesting) businesses to be able to compete in this highly competitive industry.
Pine, B.J., Peppers, D. & Rogers, M. (1995). Do you want to keep your customers?. Harvard Bussiness Review. March-April. pp. 103-104.
Excellent service – with application engineers who design and assist in planning your complete water treatment solution. Also, their services for the delivery of salt, filter changes and maintenance are completely reliable.