IntroductionA significantly innovative product conk outed by Aqualisa, in terms of both cost and quality, has been facing challenges in the foodstuff since its launch four months ago. The product described by integrity of the customers (a plumber) is a push-fit-connect-youre done shower and offers the customers what they (the plumbers) want. Despite the above facts, Quartz has see poor sales and has not met the companys expectations.
Hence, the companys managing director, Harry Rawlinswon, a HBS down who has the itch to think big is faced with many key decisions regarding the companys marketing strategy. He is re-evaluating their existing strategy regarding the overall positioning of the product, distribution conduct and soundly pricing and promoting Quartz.
This report analyzes Aqualisas existing strategy, beginning with market segmentation and customer behaviors leading to the 4Ps (Product, Place, Price and Promotion). base on the analysis, recommendations have been provided that will help Aqualisa in developing an effective marketing strategy.
U.K Shower MarketU.K. Shower market is consists of customers who are sort of uninformed about the showers and do understand the product options. Based on the information in the case, they can be divided up into mainly two categories of customers: individual buyers and property developers. Each of these is throw out subdivided based on two variables: price and customer behavior.
The card below, lists a few characteristicsFigure 1: Market Segments based on Price v. Customer BehaviorA detailed description of the above bode is as follows, along with the product that Aqualisa offers to cater to their need. Quartz is a new product for Aqualisa, and hence identifying the characteristics of their existing customers is important. Aqualisa needs to develop an effective positioning strategy for Quartz, so that it does not take their existing products and also gains substantial entry into the market at the same time.
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