desarrollo del caso aqualiza quartz hbs - curso gerencia de marketing (maestria centrum mba)Descripción completa
Descripción completa
Piano sheet music avvici
A report about a reading programme initiated by the Principal, Tn Hj Abdul Razak Ahmad. It is a five minutes reading during Monday assembly whereby all students and teachers will read silent…Full description
Quartz Crystal Key Awakening
Full description
مقدمة مُبسطة عن تطوير النظم المدمجة Embedded System بداية من تشغيل دايود ضوئي وإنتهائاً بأنظمة الوقت الحقيقي Real Time Systems، يتناول الكتاب شرح المتحكمات الدقيقة من عائلةAVR وكيفية برمجتها بلغة ا...
An imaginary Story.
kki
Descripción completa
GeologyFull description
Pearl Jam TabFull description
Descripción: Free Easter Printables set to raise money for military families' baby showers through Operation Shower
Descripción completa
Full description
Descripción completa
Descripción completa
Descripción: juegos divertidos para un baby shower, con objetos fáciles de conseguir.
AQUALISA AQU ALISA QUARTZ : Simply a Better Shower
UK Shower Market Market Strong reputation Premium brand
Harry Rawlinson
Other catching up to Aqualisa in terms of product quality
Market beginning to perceive Aqualisa products as being overpriced (table)
Actual service had slipped over
10% of Aqualisa showers still “went wrong ”
1998
Model
Segme nt
Retail Price (€)
MSP (€)
Cost (€)
Margin (€)
Aquastyle
Premiu m
230
155
95
60
Aquavalve 609
Standa rd
715
380
155
225
Aquavalve Value
Value
390
205
75
130
Aquastream Thermostatic
Standa rd
670
350
175
175
Aquastream Manual
Value
480
250
140
110
Quartz Standard
Premiu m
850
450
175
275
Quartz Pumped
Premiu m
1080
575
230
345
Aquaforce 1.0/1.5 Bar
Standa rd
445
230
125
105
Aquaforce 2.0/3.0 Bar
Premiu m
595
310
175
135
Archaic plumbing was still common in many m any homes Showers in the UK were plagued with problem Gravity fed : cold-water tank / cistern sat in the roof, while a separate boiler and cylinder were needed to store hot water in a nearby
Poor to low water pressure Frequent fluctuations in pressure
Type of Shower
Information Does not require hot water supply
Electric Shower
Results in bulky box on the wall Low flow rate Requires both hot and cold water supply
Mixer Shower
Requires Requires additional pump to address pressure problems Installation typically requires excavation of bathroom Requires both hot and cold water supply
Power Shower
Results in bulky box on the wall Regarded Regarded as less reliable than a mixer-shower mixer-shower and pump combination
Why customers disliked their shower ? Poor pressure Varying temperature Shower often broke down Hard to turn valves, leaky seals, and worn-out showers
Uninformed about shower Brand awareness was low
Aqualisa market share ranked it number two in mixing valves and number three in the overall UK shower market.
But, now their sales is decreasing.
Situation Analysis
MARKET SITUATION 4P & DISTRIBUTION
PLACE
PRODUCT •
•
•
o
o
Wide range of product to cater to the needs of all segment.
Aqualisa offer its product through a wide range of distribution outlet:
Trade shop
The recent introduction great leap for Aqualisa (quality and cost).
Showroom
Two models :
DIY sheds
Quartz standart (not requiring apump to boost water pressure)
Plumbers
Quartz premium (including the pump).
Contract outlets.
PROMOTION •
•
•
Good reputation and brand name in the market its exixting product high quality & performance helped it attaint no. 3 position having close to 18 & market share (325.500 units of 1.8 million) Adopted several approaches : exebitions, face to face contact with plumbers and advertisement in the mail on Sunday. Sunday.
PRICE -Pricing is higher, the additional features in the shower justify the premium charged. -Good value to end customer product & price -Maintain current price for Quartz -Use the value proposition in targeting customers. -Lowering the price = higher breakeven quantity,
Trade Shops Carried products across all available brands •
Showroom Showroo m High-end product lines and brands •
Various shower and bath options were displayed
DIY Sheds •
Offered discount
•
Mass market
•
Primary customer was the plumber •
Aqualisa brand was available in 40% of trade shops •
Their customers are looking for reliable product availability
Offered installation services by subcontracting with contractors and independent plumbers •
Do-it-yourself products •
Aqualisa brand was unavailable through this channel •
Gainsborough brand was available in 70% of the approximately 3000 DIY •
•
Aqualisa brand was sold in about 25% of them •
DISTRIBUTION CHANNELS
SEGMENTS & CHANNELS REACHING COSTUMERS
CHANNELS
Trade Shop
DIY Sheds
Showrooms
Plumbers MIDDLEMAN
CUSTOMERS
Standard
Value
DIY
Premium
Developers
UK Shower Market (Product Type and Channel)
Distribution Distribut ion
Electric Electri c Showers
Mixer Showers
Power Showers
Do-It-Yourself Sheds
550000
80000
20000
Showrooms
55000
70000
20000
Trade Shops Sh ops
330000
400000
110000
Other (Electrical Wholesalers)
165000
-
-
1100000
550000
150000
TOTAL
UK Shower Market (Installation Method) Developer Installation Install ation for for New Home Build 20% Installation by Showroom 20% Commercial Installation 6%
Installation by Independent Plumber 54%
MARKET MARKET SITUATION SITUATION SWOT ANALYSIS
- Unfamiliar product to plumbers - Stigma regarding past failures with electronic showers - Bad recent customer service reputation - Sales force focused on servicing existing accounts (90% of time)
W
S
- Better water pressure and temperature control - Safer and easier for users (no sticking st icking hand in hot water) - One touch control with light indicator - Easy to install : Junior apprentice can perform install as well - Day and half installation time saving per install (average) - Patent on Aqualisa Aqualisa Quartz design - Strong brand recognition - High quality product : strong engineering in design
O
- Current shower systems are bulky - Excavating required for current shower models - Bad water pressure and temperature control with current shower models - Much manual adjusting required with current shower models
T
- Competition catching-up on quality and technology - Aqualisa Aqualisa Quartz perceived as too expensive - Patent expiration - Cannibalization of existing shower product models
Typically shopped in showroom Style determined their selection
Standard : Tended to emphasize performance and service Relied on independent plumber to select product •
•
Value : Concerned with convenience and price Avoid solution that required any excavation Relied on independent plumber to select product •
•
•
Consumer •
Depend on plumber
•
Easy to use
•
Easy to install
•
Perceived high quality product –
–
–
High pressure Stable temperature Endurance
Plumber •
•
•
•
Loyal to one product created expertise. Reluctant to switch brand paid more for the 2nd visit. Distrusted innovation (skepticism to new technology technol ogy,, based bas ed on some manufacturer’s failure). Familiarize themselves with the service from manufacturer, manufacturer,
Developer •
•
•
•
Price sensitive
Did not need to invest in premium product Had relationship with independent plumber Prefer reliable and stylish model
Electric Shower
e r a h S t e k r a M
COMPETITIVE LANDSCAPE
Quality
Power Shower Mixer Shower
PROBLEM IDENTIFICATION How Aqualisa increase sales of its product ?
Which marketing strategy choose by Aqualisa ?
THEORY ANALYSIS
LATENT & MANIFEST MOTIVES IN PURCHASE SITUATION It’ss elegant and It’ a nd bring prestige to me
Easier to use
High quality product
My plumber recommends this brand
Purchase Aqualisa Quartz Its quite expensive (than the other) so it can bring pride to me
The linkage between behavior and motives that are known and freely admitte The linkage between behavior and motives motives that are either unknown or are such that the consumer is reluctant to admit or reveal them
Value Proposition
VALUE CREATED FOR CUST CUSTOMER OMER –
–
–
–
Quartz is superior to any other shower on the market Outstanding performance, elegant design, easy to use Cheaper and easier to install, no wall excavation due Great economic benefit
Value Proposition
VALUE CREATED FOR PLUMBERS –
–
–
Quartz can be installed 4 times more quickly Installation Installation is so simple to let them send apprentices to perform it, which would increase plumber business No risk of after-sales problems
Mean-End Chains Analysis : How consumer perceive Product attribute.
Explore a hierarchical sequence of :
Their consequences. What these then reveal reveal about their value. value.
VALUE
End
CONSEQUENCES
(functional and psychosocial) PRODUCT ATTRIBUTE
(concrete and abstract)
Mean
The Laddering La ddering Techniques CONSUMER ACCOMPLISHMENT
Use by all family member
Simplicity
Easy to use
Easy to install
ECONOMY
Elegance & prestige
Good looking design
Low cost
Endurance
The Laddering La ddering Techniques PLUMBER
ECONOMY
Low cost
Easy to install
BELONGING
Trust
Loyal to 1 product
ACCOMPLISHMENT
Simplicity
Distrusted to innovation
The Laddering La ddering Techniques DEVELOPER ECONOMY
Sold out Saving time
Easy to install
Low cost
Prive sensitive
Elegance
Prefer reliable
Stylish
SOLUTIONS
Quartz
Premium Product Leading product in innovation and Technology Maintain as Niche Product High Quality and Performance
Targeting Customer Directly
Quartz
Premium Product
Targeting Developer
Targeting Showroom
Targeting Customer Directly
Quartz
Premium Product
Targeting Developer
Increase brand awareness and knowledge by ads Deal with Plumber (influence 73%) Good services to plumber Make incentive program to plumber
Targeting Showroom
Targeting Customer Directly
Quartz
Premium Product
Targeting Developer
Targeting Showroom
Deal with High Class Developer Create a new brand “Supermax+” customizable
Showroom with service Aqualisa provide the plumber bundling with the product Expand distribution on showroom
Targeting Customer Directly
Quartz
Premium Product
Targeting Developer Deal with High Class Developer Create a new brand “Supermax+” customizable
Targeting Showroom
LESSON LEARNED
It is not easy to make and market products for the first time. There are many things that must be considered by a company in create new product. Not only innovate new technology but also research their customer profiles and ways of marketing. Companies also should not be afraid to pay extra costs to support the marketing of new product. All of these actions is expected to increase the sales of new product.
By support the marketing mar keting of its own product, company will gain extra value, value, which is one of the most important thing from a product : consumer’s brand awareness. High brand awareness will bring good number of profit and sales. Each company should also pay attention to each type of consumers and customers. Different consumers will need different different treatment and service, thats why its important to know their profile before.
