Company Profile<br />“Shower Solutions” company, in 2nd place<br />Currently involved in different consumer market segment...
Aqualisa Quartz<br /><ul><li>Digital Technology
Competes in Mixer and Power market segments</li></li></ul><li>Key Issues<br />
Segments & Channels<br />
Shower Selection Process<br />
Quartz Product Analysis<br />
€2,590€2,440€1,950€1,800<br />€1,440€1,240€1,170€1,010<br />€390€155€95<br />€1,995€1,670€1,355€1,080<br />€990€830€800€64...
Suggested Alternatives<br />
Pros and Cons of Alternatives<br />
Market Analysis<br />
Decision Matrix <br />
Justification<br />Value/Standard segments can support goals.<br />100 to 200 units / day<br />Quartz total price fits the...
AIDA Model	<br />
Implementation Plan<br />Two phases: <br />Phase 1: Preparation phase<br />Phase 2: Campaign launch<br />
Implementation Plan<br />Phase 1: Preparation phase<br /><ul><li>Campaign Management  Team</li></ul>Initialize the launch ...
Brochure Development and design</li></li></ul><li>Implementation Plan<br />Phase 2: Campaign launch<br /><ul><li>Loyal Plu...
Implementation Timeline<br />
ROI Analysis		<br />
ROI Analysis cont. <br />
Contingency Plan<br />Continuous and real-time monitoring – will help to evaluate degree of success<br />Increase rate of ...
…simply a better shower<br />THANK YOU<br />
Marketing Course Presentation
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Marketing Course Presentation

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Marketing Course Presentation

  1. 1.
  2. 2. Company Profile<br />“Shower Solutions” company, in 2nd place<br />Currently involved in different consumer market segments<br />Value<br />Standard<br />Premium consumers<br />Different Channels of Distribution:<br />Trade Shops<br />Showrooms<br />DIY<br /><ul><li>Plumbers!</li></li></ul><li>Core Products<br />Gainsborough<br />Retail: €95-155<br />Aquavalve<br />Retail: €390-715<br />Aquastream<br />Retail: €480-670<br />Aquastyle<br />Retail: €230<br />
  3. 3. Aqualisa Quartz<br /><ul><li>Digital Technology
  4. 4. Competes in Mixer and Power market segments</li></li></ul><li>Key Issues<br />
  5. 5. Segments & Channels<br />
  6. 6. Shower Selection Process<br />
  7. 7. Quartz Product Analysis<br />
  8. 8. €2,590€2,440€1,950€1,800<br />€1,440€1,240€1,170€1,010<br />€390€155€95<br />€1,995€1,670€1,355€1,080<br />€990€830€800€640€550€285<br />Premium Mixer/Boosted<br />Standard Mixer/Boosted<br />Standard Mixer<br />QuartzPower<br />Value Mixer<br />Quartz Standard<br />Standard Power<br />Value Power<br />Developers<br />DIY Mixer<br />DIY Electric<br />
  9. 9. Suggested Alternatives<br />
  10. 10. Pros and Cons of Alternatives<br />
  11. 11. Market Analysis<br />
  12. 12. Decision Matrix <br />
  13. 13. Justification<br />Value/Standard segments can support goals.<br />100 to 200 units / day<br />Quartz total price fits these segments.<br />Quartz features fit these segments<br />Convenience, performance, service<br />Plumbers influence Value & Standard segments.<br />Plumber concerns can be over-come.<br />Electronics, reluctance to change, risk aversion<br />A relationship with a plumber lasts.<br />Consumer awareness declines over time. <br />Previous campaign didn’t follow AIDA model.<br />
  14. 14. AIDA Model <br />
  15. 15. Implementation Plan<br />Two phases: <br />Phase 1: Preparation phase<br />Phase 2: Campaign launch<br />
  16. 16. Implementation Plan<br />Phase 1: Preparation phase<br /><ul><li>Campaign Management Team</li></ul>Initialize the launch phase<br />Follow up on results , report to Rawlinson<br />Hire new sales force (three)<br /><ul><li>Acquire plumber database (Mail, Phone, Brand,…)
  17. 17. Brochure Development and design</li></li></ul><li>Implementation Plan<br />Phase 2: Campaign launch<br /><ul><li>Loyal Plumbers:</li></ul>Contact the plumber, send the brochure and free trial.<br />Follow up with them about the installation process and their opinions.<br /><ul><li>Regular Plumbers</li></ul>Send the brochure, call the ensure it’s delivered .<br />Periodic follow ups.<br />
  18. 18. Implementation Timeline<br />
  19. 19. ROI Analysis <br />
  20. 20. ROI Analysis cont. <br />
  21. 21. Contingency Plan<br />Continuous and real-time monitoring – will help to evaluate degree of success<br />Increase rate of follow up contact to plumbers<br />Increase the number of plumbers targeted<br />Revise materials and/or offering<br />
  22. 22. …simply a better shower<br />THANK YOU<br />

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