Marketing Strategy of Aqualisa Quartz
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This presentation tells us about the challenges faced by Aqualisa Quartz and strategies adopted by them to succeed in the UK Market
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Aqualisa Quartz
1. The document discusses Aqualisa Quartz, a new shower technology developed by Aqualisa to address issues with UK showers like poor water pressure and temperature fluctuations.
2. Aqualisa Quartz showers were much easier for plumbers to install, taking only half a day compared to previous shower installations. However, they had low initial sales due to plumbers' distrust of new technologies.
3. The document analyzes Aqualisa's options to increase Quartz shower sales, including targeting customers directly through advertising, working with developers to promote the product, or focusing on the DIY market where installation ease would be highly valuable.
Aqualisa Quartz HBR case study presentation
This document discusses the UK shower market and Aqualisa's Quartz shower. It notes that existing shower options had issues like inconsistent water temperature, unattractive designs, and difficult installation. The document then analyzes Aqualisa's competitors and notes its small market share of 7%. It outlines the value propositions of the Quartz for plumbers and consumers, including its easy installation, reliable temperature control, and premium design. Key issues, target customer segments, and a premium positioning are proposed to increase adoption of the new Quartz shower.
MKTG 207 Marketing Strategy Case Presentation: Aqualisa Quartz
The document outlines Team Maven's analysis of the UK shower market and Aqualisa's Quartz shower product. It provides background on the market segments and competitors. It then details Aqualisa's short term strategy of targeting the premium market segment through showrooms to help overcome resistance from plumbers and recover R&D costs. The long term strategy involves targeting the larger standard, value, and non-user segments by gradually reducing prices, publicizing installation savings, extending the product line, and promoting to more plumbers to increase adoption rates among these segments.
Aqualisa Quartz: Simply a Better Shower
Aqualisa, a UK shower manufacturer, invested in developing a new shower product called Quartz. However, sales of Quartz were lower than expected due to several issues: low consumer awareness, plumbers' reluctance to adopt new technologies, and the high price of Quartz targeted at the premium market. Aqualisa is considering various marketing strategies to boost Quartz sales, such as targeting consumers directly, DIY customers, developers, or trade shops and plumbers. Targeting trade shops and plumbers is identified as the best strategy as they have significant influence over consumers and the largest market share. The strategy is expected to increase Quartz sales four-fold, make plumbers more productive and profitable, and strengthen Aqualisa
Aqualisa quartz sourabh_IIMC
The document discusses the Aqualisa Quartz shower and its benefits over traditional showers, including efficient water pressure and temperature control, one-touch control, easier installation, and being more profitable for plumbers to install. It notes that initially plumbers and developers were not convinced by the premium-priced product. The document then evaluates potential marketing strategies for Aqualisa Quartz, including targeting plumbers, developers, DIY customers, or customers directly. It recommends initially selling through developers to give plumbers installation experience and earn profits while building long-term brand awareness with customers.
Aqualisa Quartz Group presentation
This document discusses potential solutions to increase sales of Aqualisa Quartz electric showers in the UK market. It analyzes targeting different customer segments like consumers, plumbers, developers, and do-it-yourself customers. The key issues are low product awareness and plumber resistance to innovation. Potential solutions explored are increasing consumer brand awareness through advertising, offering plumbers free trials to gain experience with the product, and targeting developers to get plumbers familiarized with the product. The document considers pros and cons of each approach and costs associated with marketing and warranty programs.
Aqualisa quartz
Aqualisa developed a new high-end shower called the Quartz but was facing low sales. The document discusses Aqualisa's products and the UK shower market. It identifies that brand awareness and understanding of shower technology was low among consumers and plumbers. The group recommends Aqualisa focus on the premium market, conduct more market research to understand customer needs, and launch an intensive marketing campaign targeting both consumers and plumbers to increase sales of the Quartz.
Aqualisa
This document provides an overview of Aqualisa Quartz, a new shower system developed by Aqualisa. It introduces the UK shower market and issues with existing products. It then describes the Quartz concept, which aimed to solve installation problems and provide easy one-touch control. The 4Ps of Quartz are discussed along with a product level analysis, SWOT analysis, description of customer types, and the competitive landscape. The document notes that while Quartz had technical advantages, sales did not meet expectations due to issues with plumbers' distrust of innovation and the product being seen as overpriced. Several potential solutions are proposed, including targeting different customer groups like plumbers, developers, and DIY customers through various marketing strategies
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Aqualisa Quartz
1. The document discusses Aqualisa Quartz, a new shower technology developed by Aqualisa to address issues with UK showers like poor water pressure and temperature fluctuations.
2. Aqualisa Quartz showers were much easier for plumbers to install, taking only half a day compared to previous shower installations. However, they had low initial sales due to plumbers' distrust of new technologies.
3. The document analyzes Aqualisa's options to increase Quartz shower sales, including targeting customers directly through advertising, working with developers to promote the product, or focusing on the DIY market where installation ease would be highly valuable.
Aqualisa Quartz HBR case study presentation
This document discusses the UK shower market and Aqualisa's Quartz shower. It notes that existing shower options had issues like inconsistent water temperature, unattractive designs, and difficult installation. The document then analyzes Aqualisa's competitors and notes its small market share of 7%. It outlines the value propositions of the Quartz for plumbers and consumers, including its easy installation, reliable temperature control, and premium design. Key issues, target customer segments, and a premium positioning are proposed to increase adoption of the new Quartz shower.
MKTG 207 Marketing Strategy Case Presentation: Aqualisa Quartz
The document outlines Team Maven's analysis of the UK shower market and Aqualisa's Quartz shower product. It provides background on the market segments and competitors. It then details Aqualisa's short term strategy of targeting the premium market segment through showrooms to help overcome resistance from plumbers and recover R&D costs. The long term strategy involves targeting the larger standard, value, and non-user segments by gradually reducing prices, publicizing installation savings, extending the product line, and promoting to more plumbers to increase adoption rates among these segments.
Aqualisa Quartz: Simply a Better Shower
Aqualisa, a UK shower manufacturer, invested in developing a new shower product called Quartz. However, sales of Quartz were lower than expected due to several issues: low consumer awareness, plumbers' reluctance to adopt new technologies, and the high price of Quartz targeted at the premium market. Aqualisa is considering various marketing strategies to boost Quartz sales, such as targeting consumers directly, DIY customers, developers, or trade shops and plumbers. Targeting trade shops and plumbers is identified as the best strategy as they have significant influence over consumers and the largest market share. The strategy is expected to increase Quartz sales four-fold, make plumbers more productive and profitable, and strengthen Aqualisa
Aqualisa quartz sourabh_IIMC
The document discusses the Aqualisa Quartz shower and its benefits over traditional showers, including efficient water pressure and temperature control, one-touch control, easier installation, and being more profitable for plumbers to install. It notes that initially plumbers and developers were not convinced by the premium-priced product. The document then evaluates potential marketing strategies for Aqualisa Quartz, including targeting plumbers, developers, DIY customers, or customers directly. It recommends initially selling through developers to give plumbers installation experience and earn profits while building long-term brand awareness with customers.
Aqualisa Quartz Group presentation
This document discusses potential solutions to increase sales of Aqualisa Quartz electric showers in the UK market. It analyzes targeting different customer segments like consumers, plumbers, developers, and do-it-yourself customers. The key issues are low product awareness and plumber resistance to innovation. Potential solutions explored are increasing consumer brand awareness through advertising, offering plumbers free trials to gain experience with the product, and targeting developers to get plumbers familiarized with the product. The document considers pros and cons of each approach and costs associated with marketing and warranty programs.
Aqualisa quartz
Aqualisa developed a new high-end shower called the Quartz but was facing low sales. The document discusses Aqualisa's products and the UK shower market. It identifies that brand awareness and understanding of shower technology was low among consumers and plumbers. The group recommends Aqualisa focus on the premium market, conduct more market research to understand customer needs, and launch an intensive marketing campaign targeting both consumers and plumbers to increase sales of the Quartz.
Aqualisa
This document provides an overview of Aqualisa Quartz, a new shower system developed by Aqualisa. It introduces the UK shower market and issues with existing products. It then describes the Quartz concept, which aimed to solve installation problems and provide easy one-touch control. The 4Ps of Quartz are discussed along with a product level analysis, SWOT analysis, description of customer types, and the competitive landscape. The document notes that while Quartz had technical advantages, sales did not meet expectations due to issues with plumbers' distrust of innovation and the product being seen as overpriced. Several potential solutions are proposed, including targeting different customer groups like plumbers, developers, and DIY customers through various marketing strategies
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This presentation has been made for my professional selling module at Kingston University. The purpose of this work was to adapt a Harvard business case published in 2002 to the today's economic climate.
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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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The document provides an analysis of Aqualisa Quartz, a digital shower, for a sales presentation. It summarizes the UK shower market, identifies key market segments, and positions Aqualisa Quartz in the standard price segment. The document compares the features of Aqualisa Quartz to its main competitors, Mira Platinum, Triton Satellite, and Bristan Artisan, finding that Aqualisa Quartz has more beneficial features like eco-spray and a digital diverter.
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Aqualisa is a leading UK shower manufacturer that developed the innovative Quartz shower technology but struggled with its adoption. The document analyzes Aqualisa's market, competitors, customers and distribution channels. It then outlines recommendations for a short-term strategy of targeting plumbers and trade shops through price reductions, incentives and training to gain market share. The long-term strategy is to target premium customers and non-shower homes, promote easy DIY installation, and replace older products with Quartz lines.
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The document discusses Aqualisa's Quartz shower valve which was intended to improve on existing shower technologies but struggled initially. It provides details on the UK shower market, Aqualisa's distribution channels, and the development of the Quartz valve. While the Quartz valve had technological advantages, plumbers were wary of innovation and it was priced too high. As a result, few units sold in the first few months through trade shops and showrooms.
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aqualisa quartz
The document discusses marketing strategies for Aqualisa Quartz, a new shower product developed by UK shower manufacturer Aqualisa. It analyzes the UK shower market, problems consumers face, Aqualisa's competitors and distribution channels. The Quartz shower offers benefits like easy installation but sales have been lower than expected. Several marketing strategy options are evaluated like targeting consumers directly, DIY installers, developers or trade shops/plumbers. Based on an analysis of costs, revenues and other criteria, targeting trade shops and plumbers is recommended as it could significantly increase Aqualisa's market share and sales while strengthening relationships within distribution channels.
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The UK shower market has three price segments with different customer priorities. Aqualisa currently offers several shower products but faces issues like fluctuating water temperature and pressure problems. It has a market share of 2% in mixing valves and is the 3rd largest overall, though competitors are improving. Market research found consumers want stable temperature/pressure and ease of use/installation. In response, Aqualisa spent $5.8 million developing a new remote control electronic mixing valve called Quartz to address these issues.
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Aqualisa quartz - Case study
This presentation has been made for my professional selling module at Kingston University. The purpose of this work was to adapt a Harvard business case published in 2002 to the today's economic climate.
Marketing Presentation
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.
Aqualisa quartz - Case study (STP)
The document provides an analysis of Aqualisa Quartz, a digital shower, for a sales presentation. It summarizes the UK shower market, identifies key market segments, and positions Aqualisa Quartz in the standard price segment. The document compares the features of Aqualisa Quartz to its main competitors, Mira Platinum, Triton Satellite, and Bristan Artisan, finding that Aqualisa Quartz has more beneficial features like eco-spray and a digital diverter.
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Aqualisa is a leading UK shower manufacturer that developed the innovative Quartz shower technology but struggled with its adoption. The document analyzes Aqualisa's market, competitors, customers and distribution channels. It then outlines recommendations for a short-term strategy of targeting plumbers and trade shops through price reductions, incentives and training to gain market share. The long-term strategy is to target premium customers and non-shower homes, promote easy DIY installation, and replace older products with Quartz lines.
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The document discusses Aqualisa's Quartz shower valve which was intended to improve on existing shower technologies but struggled initially. It provides details on the UK shower market, Aqualisa's distribution channels, and the development of the Quartz valve. While the Quartz valve had technological advantages, plumbers were wary of innovation and it was priced too high. As a result, few units sold in the first few months through trade shops and showrooms.
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Aqualisa developed the Quartz shower valve over 3 years at a cost of €5.8 million. Sales of the Quartz were disappointing at 15 units per day, far below the target of 100-200 units. The CEO believed the Quartz could become a mainstream product, while other managers thought it was only a niche product. A recommendation was made to target plumbers to increase sales, as plumbers influence 73% of shower purchases and the Quartz only requires half a day to install compared to 2-3 days for standard showers. Offering apprenticeships and refunding plumbers for faulty units was proposed to appeal to plumbers. Reducing prices and targeting trade shops, showrooms, and developers was
Culinarian cookware
This document discusses a case involving Culinarian Cookware considering a price promotion. Donald Janus, VP of Culinarian, and Victoria Brown, Senior Sales Manager, debate the effects. While Janus is concerned it may hurt the brand image, Victoria believes it will boost awareness. The document provides market details on cookware from 2002-2007 and Culinarian's product lines, competitors, sales patterns, and research findings. It poses two problems: whether to run a price promotion in 2007 and if so, which products and terms. It recommends running a promotion, citing past sales increases, and focusing on their professional line promoted through celebrity chefs to maintain brand value while boosting sales.
Pepsi Lipton Brisk - Harvard Business Review Case
This document summarizes a case study regarding marketing options for PepsiCo's Brisk iced tea brand. It includes a SWOT analysis, segmentation of target markets as millennial and Hispanic males, and positioning of Brisk as an "edgy, cool" brand that "gives you energy." Two advertising options are considered: television advertising or a viral social media campaign. The document recommends a viral campaign titled "That's Brisk, Baby: Rebirth" that would involve creative characters called "The Brisk Brothers" and the tagline "Now That's Brisk."
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This document discusses Barco and Sony's positions in the projection market. It analyzes their strengths and weaknesses compared to each other. Sony introduced a new high-quality projector, the 1270, which threatened Barco's market share. The document considers how Barco should respond, concluding that lowering prices below Sony's 1270 would be the best option since Barco lacked a direct competitor at that time.
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Coffee Wars in India examines the competition between global coffee chain Starbucks and Indian chain Café Coffee Day in India's growing coffee shop market. Café Coffee Day has over 1,400 outlets across India but faces competition from Starbucks' expansion. While Café Coffee Day targets young Indian customers and positions itself as an affordable hangout, Starbucks targets upper middle class customers and positions itself as providing a great coffee experience. Both chains differ in their store formats, pricing, promotion strategies, and customer service quality as Starbucks and Café Coffee Day battle for dominance of India's coffee shop market.
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Aqualisa Quartz - Simply A Better Shower (HBR Case Study)
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The document discusses marketing strategies for Aqualisa Quartz, a new shower product developed by UK shower manufacturer Aqualisa. It analyzes the UK shower market, problems consumers face, Aqualisa's competitors and distribution channels. The Quartz shower offers benefits like easy installation but sales have been lower than expected. Several marketing strategy options are evaluated like targeting consumers directly, DIY installers, developers or trade shops/plumbers. Based on an analysis of costs, revenues and other criteria, targeting trade shops and plumbers is recommended as it could significantly increase Aqualisa's market share and sales while strengthening relationships within distribution channels.
PPT on MBA
The UK shower market has three price segments with different customer priorities. Aqualisa currently offers several shower products but faces issues like fluctuating water temperature and pressure problems. It has a market share of 2% in mixing valves and is the 3rd largest overall, though competitors are improving. Market research found consumers want stable temperature/pressure and ease of use/installation. In response, Aqualisa spent $5.8 million developing a new remote control electronic mixing valve called Quartz to address these issues.
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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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This document summarizes a breakthrough in shower technology called Quartz. Key points:
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- Quartz features one-touch temperature control and addresses issues with previous showers like water pressure and temperature control.
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The document discusses Aqualisa's Quartz shower product in the UK market. It provides information on:
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The document discusses a case study of Aqualisa, a premium shower brand that launched an innovative new shower product called the Quartz shower. While the Quartz shower received positive reviews for its quality, cost, and ease of installation, early sales have been disappointing. The company is now faced with decisions around changing its channel strategy, promotional strategy, and whether to position the Quartz as a niche or mainstream product. The document then analyzes the UK shower market, Aqualisa's strengths and weaknesses, sales channels, competitors, target audiences, and provides recommendations around positioning, channels, targeting, and brand awareness initiatives for the Quartz shower.
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This document discusses Aqualisa, a UK-based shower manufacturer that holds 18% of the UK shower market. It presents Aqualisa's Quartz shower product, which uses new pumping technology but has seen low sales despite its innovation. The marketing director, Rawlinson, must choose between three strategies to increase Quartz sales: targeting customers directly, targeting DIY customers, or targeting developers. The document analyzes each option and concludes that targeting plumbers, who influence 73% of shower purchases, through training and incentives is the best approach to drive adoption of the Quartz and capture more of the UK shower market.
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This document summarizes the U.K. shower market in the 1990s and introduces the Aqualisa Quartz, a new shower technology. The market was previously dominated by electric showers, mixer showers, and power showers, which all had issues like low pressure, temperature fluctuations, and bulkiness. The Aqualisa Quartz aimed to provide an easy to use, accurate temperature and pressure control shower that was compact and could be remotely controlled, without wall excavation. However, it initially struggled with skepticism from plumbers and customers, and higher prices compared to existing products meant it had trouble gaining traction, selling primarily through existing customer relationships rather than expanding into new markets and channels.
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You have received a gift card to access a presentation on Best Buy. Best Buy is a large consumer electronics retailer founded by Richard Schulze with over 1150 stores in the US, Canada, China, and Mexico. The presentation discusses Best Buy's keys to success including its strong brand image and association with consumer electronics, large store presence, and pleasant shopping experience. It also notes risks such as increased competition from online retailers and need to strengthen its online presence to engage new customers. The presentation provides strategies for Best Buy such as expanding product categories, improving staff training, growing its Geek Squad services, and testing an in-home consulting service.
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Om lect 02(r0-may08)_product decision and analysis_mms_bharti_sies
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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
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2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
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Marketing Strategy of Aqualisa Quartz
- 2. • Founded in 1977 • Head office in Westerham, Kent • Aqualisa was ranked at #2 in mixing valves and #3 in the overall UK shower market • Had 25% net returns on sales • 5% to 10% growth rate
- 3. -Strong Reputation in UK -Outstanding Quality Product -Breakthrough Technology(QUARTZ) -Premium brand image - Strong emphasis on R&D -Expensive product Image -Low brand awareness of Quartz product - 40% of UK homes don’t have showers installed - Continuous demand on shower products -Market perceived Aqualisa’s products as being overpriced -Declining in service quality - Competitors catching up in product quality -Eroding in customer amount SWOT Analysis AQUALISA
- 4. Introduction to UK Shower Market U.K. Shower market in late 1990s was plagued with problems Only 60% of U.K. homes had showers whereas 100% of the homes had bathtubs Archaic plumbing was used most commonly which had a cold water tank on the roof, a separate boiler and cylinder to store hot water
- 5. Electric Showers • Electrical components mounted in bulky box. • Introduced under the name ‘Gainsborough’. • Used cold water. Mixer Shower valves • Manual and Thermostatic • Blended both hot and cold water to set temperature. • Additional booster pump required to enhance the flow rate. Integral power showers • Single compact unit. • Less reliable than Mixer Shower valves. • Results in a bulky box on the wall.
- 6. Trade Shops • Stocked for demand • Aqualisa was available in 40% of trade shops • Primary Customer- Plumber relationship Plumblers • Huge influence on the individual market segment • Major concern is reliability, performance and ease-of- installation • Familiar product brand to avoid repeat plumbing • Highly loyal to a product • Distrust Innovation • Installers have to go several years of training DIY Shed • Cheaper and easier to retrofit • Launch an intense Marketing Campaign • Brand awareness • Promotional low prices temporarily for the new buyers • Mass Market • Offered Discounts • Electric showers were the primary showering • Gainsborough was available in 40% of them Showroom • High End Product • Multiple brands. • Primary customers were plumbers. • Available in 40% of the trade shops. • No inventory held • Offered installation services by subcontracting • Aqualisa brand was sold in 25% of showroom Channels of Distribution
- 7. Why People Disliked Showers Poor Pressure Varying Temperature Shower Brake Down Low Brand Awareness Unattractive Design Poor Ease of Installation
- 8. Quartz – A Breakthrough in Shower Technology Remote Processor A single hole drilling Efficient & Reliable Water Pressure “One Touch” Control Electronically controlled valve
- 9. Aqualisa Quartz Ease of use Easy to install Good water pressure Stable temperature Great looks
- 10. -Safer & Easier for users -Better water pressure and temperature control -One touch control with light indicator -High quality product: strong engineering - Easy to install - Day and half installation time saving per install -Unfamiliar product to plumbers -Poor distribution channel - Stigma of past failures with electronic showers - Sales force focused on servicing existing account - Current shower systems are bulky - Bad water pressure in showers - Fluctuating temperature in current shower model - Much manual adjustment required - Competition catching up on quality and technology - Quartz was perceived too expensive - Cannibalization of existing shower product models SWOT Analysis QUARTZ
- 11. Potential Product Augmented Product Expected Product Basic Product Core Product •Body Jet •One Touch Control •Automatic temperature control •Slave remote control •Easy Installation •Efficient & Reliable Water Pressure •No temperature fluctuations •Electronic Shower •Shower
- 12. High Price Plumbers wary of innovation No aggressive marketing due to fear of cannibalization Concentrated more on servicing old customers rather than developing new ones Trade shops did not have the time to learn and explain the features to customers Poor distribution channel
- 14. Pros • Know what to expect • Easier to get to • Know what it will cost • Easier to convince because less educated market • If convinced, will request that plumbers install Cons • Not getting directly to the problem • Lifetime value is much lower; one- time to two-time purchase • High risk/High reward when the company is already healthy
- 15. Pros • Easy to install • Value much higher than current electric showers that dominated the market • Possibly charge a premium • Differentiated from previous electric showers TARGETING DO-IT-YOURSELF SHEDS Cons • Get stuck in that market • Small market for type of shower • Low profitability – Low total sales
- 16. Pros • Large-volume channel • Force plumbers to get familiar with product • Dependable Cons • Lead time – Long lag before sales • Tough sell to developers – Don’t usually buy premium products • Don’t want to discount price for developers • Higher cost of failure
- 17. TARGETING PLUMBERS Pros • Most influence in the market • More impactful word-of-mouth • Lifetime potential for sales Cons • Difficult and expensive to market to • Already biased against electric showers • Resistant to change
- 18. Solution
- 19. Arrange a conference for plumbers and developers Free products to try Provide unconditional guarantee to plumbers and customers Include plumbers in the workforce