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This document provides information about "Shower Solutions" company and its quartz shower products. It discusses the company's core products and price ranges, key issues to address, shower selection process, alternatives to consider, and a proposed two-phase implementation plan to launch a new quartz product line targeting the value and standard segments through plumber relationships. The plan includes preparation activities like hiring staff and developing marketing materials, followed by direct outreach to loyal and regular plumbers to generate product trials and feedback. Metrics like units sold per day and ROI are analyzed to evaluate the campaign.
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![Company Profile “Shower Solutions” company, in 2nd place Currently involved in different consumer market segments Value Standard Premium consumers Different Channels of Distribution: Trade Shops Showrooms DIY ,[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Aqualisa has been pioneering showers since 1976 and ranked 3rd in the UK shower market. In 2001, they innovated with "The Quartz", the world's first digital shower. Quartz addressed problems with traditional showers like fluctuating temperatures and repairs. It was compact, easy to install with one-touch controls. However, Quartz faced challenges like plumbers being reluctant to change and its high price. Aqualisa adopted a multi-brand strategy with different brands targeting various customer segments. While Quartz received good reviews, its niche targeting and high price meant it was only selling 15 units daily compared to goals of 100-200.
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The document outlines a marketing plan for a new shower product called Quartz from Aqualisa. It includes:
1) An overview of Aqualisa's core shower products and the Quartz digital shower technology that competes in mixer and power market segments.
2) Details on a planned marketing campaign targeting plumbers to influence consumers in the value and standard segments. The campaign will include brochure development, contacting loyal and regular plumbers, and follow ups.
3) A timeline, cost allocation, and ROI analysis for the two phase campaign focusing on preparation and launch. Continuous monitoring of plumbers is also outlined to evaluate effectiveness.
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1) An overview of Aqualisa's core shower products and the Quartz digital shower technology that competes in mixer and power market segments.
2) Details on a planned marketing campaign targeting plumbers to influence consumers in the value and standard segments. The campaign will include brochure development, contacting loyal and regular plumbers, and follow ups.
3) A timeline, cost allocation, and ROI analysis for the two phase campaign focusing on preparation and launch. Continuous monitoring of plumbers is also outlined to evaluate effectiveness.
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The document discusses Aqualisa's Quartz shower product in the UK market. It provides information on:
- The Quartz shower's value proposition compared to Aqualisa's Aquavalve 609 model, including installation time and costs.
- How plumbers could benefit more from installing the Quartz shower due to its faster installation time, allowing plumbers to take on more jobs and earn a higher margin.
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1) Why has Altius Golf lost market share?What will happen if altius maintains the status quo?
2) What should Altius objectives be? What trade-offs must it manage?
3) Should Altius implement the Elevate strategy?
# if so, what are the risk to the brand and how can they may be managed?
# if no, what are the alternatives
( Note : if anyone want more info about this topic, leave text for me )
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Marketing Course Presentation
- 8. €2,590€2,440€1,950€1,800 €1,440€1,240€1,170€1,010 €390€155€95 €1,995€1,670€1,355€1,080 €990€830€800€640€550€285 Premium Mixer/Boosted Standard Mixer/Boosted Standard Mixer QuartzPower Value Mixer Quartz Standard Standard Power Value Power Developers DIY Mixer DIY Electric
- 10. Pros and Cons of Alternatives
- 11. Market Analysis
- 12. Decision Matrix
- 13. Justification Value/Standard segments can support goals. 100 to 200 units / day Quartz total price fits these segments. Quartz features fit these segments Convenience, performance, service Plumbers influence Value & Standard segments. Plumber concerns can be over-come. Electronics, reluctance to change, risk aversion A relationship with a plumber lasts. Consumer awareness declines over time. Previous campaign didn’t follow AIDA model.
- 14. AIDA Model
- 15. Implementation Plan Two phases: Phase 1: Preparation phase Phase 2: Campaign launch
- 19. ROI Analysis
- 21. Contingency Plan Continuous and real-time monitoring – will help to evaluate degree of success Increase rate of follow up contact to plumbers Increase the number of plumbers targeted Revise materials and/or offering
- 22. …simply a better shower THANK YOU
Editor's Notes
- Each alternative has some both advantages and issues. For example, while a Consumer campaign would have broad coverage of segments, it is costly and awareness fades.Plumbers are a key influencer for the Value and Standard segments. These segments are large enough to support sales targets. These customers seek performance, convenience and service ... Which Quartz can deliver, and as Mike has shown, it can do so at a competitive price.
- A closer look at the market potential for each of the segments is necessary to understand whether they can support sales goals. Traditionally, the consumer market is divided among Value, Standard, Premium, DIY and Developers. We wanted to examine the market from the perspective of the purchase decision process. Who are the key influencers in shower selection, and how many purchases do they influence? We could then contrast this against sales targets (100 to 200 units / day). We see that, for example, Showrooms install about 94,000 units / year. We’d need 27% to 53% of that to make sales goals. That significant and hard. Plumbers who influence Value and Standard consumer segments install 185,000 units / year. Sales targets we reach 13 to 27% of that. A more feasible goal.
- We used a force rank decision matrix to summarize our recommendation based on two key criteriaSales Volume reflects the degree to which the option can feasibly deliver on sales targets.ROI reflects the degree to which the option delivers positive financial results, inclusive of costs.Recommendation: Target the Plumber Influenced Value and Standard segments. Trade shops will stock what plumbers demand.
- We’ve shown that Quartz has features and price suitable for the Value and Standard segments.These segments can support Aqualisa’s sales goals. We can reach these segments through Plumbers, who are a key influencers.There may be a concern that Aqualisa has tried to reach plumbers previously without success. We believe this is because the previous attempt didn’t carry the plumbers through the stages of the AIDA model.
- In the previous attempt, Aqualisa contacted plumbers and explained the benefits. And then waited. A plumber is unlikely to understand the real value of Quartz until they’ve tried an installation. But once they do, experience shows they love it and actively seek out other jobs. A successful campaign needs to do more than simply generate awareness. A prolonged campaign with repeated plumber contacts is required to get the plumbers to try that first installation. The campaign will overcome concerns that inhibit interest, by stressing the 5-year parts and labour warranty and a new limited warranty to cover installation problems on the plumber’s first install. We’ll encourage a Desire amongst plumbers for Quartz by emphasizing the profit potential of a quicker installation process. Finally, the campaign will seek to generate Action with a one-time-per-plumber free trial offer and follow-up contacts to emphasize the message, answer questions and monitor campaign progress.