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Aqualisa Quartz: Simply a Better Shower

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by

Fernando Pérez

on 4 May 2014

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Transcript of Aqualisa Quartz: Simply a Better Shower

May 1998
Vulnerabilities
Less quality
Overpriced
Declining service
Niche between 5% - 10%
Distribution Channels
A) Trade shops
B) Showrooms
C) DIY- sheds

Development shower quartz
Created a I+D group
Test with friends and family
Aqualisa Quartz: Simply a Better Shower
AGENDA
Summary
The Problems Facing
Alternative Chosen
Implementation Plan
SUMMARY
Disadvantages
Only 60% households
Low pressure
Frequent fluctuations in pressure
Solutions
• Electric showers
• Mixer shower valves
• Integral Power Shower.

The Quartz: A breakthrough in shower technology
Two version
Shower Standard
Pumped Shower
The Body Jet Project
Initial Sales results
Inversions: 90% Old consumers / 10 % New consumers
Problems to sell the new product
Timing problem
A shift in Marketing Strategy ?
Targeting consumers directly
Targeting Do-It-Yourselfers
Targeting Developers
The problems facing
TARGETING DEVELOPERS
ALTERNATIVE CHOICE
ADVANTAGES

The plumbers are the major participants of the market about what concern the installation of the showers (54%)

They have a big influence on the clients about the decision of buying the showers or not.

It should be good for the brand to focus the marketing strategy on them in order to generate a good knowledge of the product.

After they install a Quartz shower, they realize that the product is good, and they are convinced about it’s benefits.

The clients who knew about the Aqualiza shower product were searching for them.
DISADVANTAGES

The plumbers are reluctant to accept innovations. They are very conservative, so the acceptance of a new product can be a slow process and it takes time.
Clients are generally resistant to changes, but once a brand is answering their expectations, they always become loyal to it.

A good strategy would be to organize public events specialized in installation and demonstration of the showers.

Demonstrating the product benefits, easy installation and perks of using. In addition, we need to encourage them to change demonstrate increasing ghe profit we are offering.

We can consolidate a direct and strong relationship with all plumbers through a strategic alliance in which plumbers receive a commission or a bonus on the installation of Quartz showers.

IMPLEMENTATION OF THE PLAN

Encourage the development of more professional plumbers through internships for every new students in this business.
 
Involve plumbers who already know and recommend the product

Create 2 types of flyers advertising Quartz:

A technical flyer and easy to use so that they are used by plumbers
A flyer that emphasizes the benefits of Quartz shower and its benefits comparing to other shower products.

As Rawlinson said...
"We are only limited by our creativity"
Questions
Thank you
Camila Chakirova
Júlia Font Buch
Adrián Ortiz Nieto
Fernando Pérez Bravo
Full transcript