...- - - - - - - - - - - - - Customers Shower buyers fall in three pricing segments: premium, standard and value. First, premium segment is conducted of people who mainly shop in showrooms. Their focus is on great service and high performance. Second segment is called standard. Customers in this segment rely on plumber recommendation and emphasize performance and service. Value segment conducts mainly customers who are primarily concerned with convenience and price. Thus, they like to avoid excavation and also tend to rely on independent plumber in selecting a product. Value segment falls in with DIY market, where people tend to buy in large retail shops, interested mainly in inexpensive models that are easy to install and they are also strongly price sensitive. Channel Main three channels of distribution are Trade shops, Showrooms and DIY Sheds. It is evident that Do-it-Yourself Sheds are dominant in sales for Electric Showers (550.000 units) , which are cheap and easy to install and designed for mass-market. Followed by Mixer Showers (80.000 units) and Power Showers (20.000 units). This represents buyers of lower pricing segment. Showrooms tend to be for more high end products and customers with higher income. Here the best selling products are Mixer Showers (70.000 units), followed by Electric Showers (55.000 units) and Power Showers (20.000 units). Trade Shops are places most applicable for plumbers, where reliable product availability is more important then technical...
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...November 13, 2011 Aqualisa Quartz Case Study SCH-MGMT 660 Ben Hubbard FALL 2011 Table of Contents Overview............................................................................................................................... 3 SWOT Analysis: ..................................................................................................................... 3 Strengths: ......................................................................................................................................3 Weaknesses: ..................................................................................................................................3 Opportunities:................................................................................................................................3 Threats: .........................................................................................................................................3 Alternative Analysis............................................................................................................... 3 Plumbers: ......................................................................................................................................4 Showrooms: ...................................................................................................................................4 DIY:.......................................................................................................
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...DATE To: Harry Rawlinson, Managing Director, Aqualisa From: Jun Mo Kim, Marketing Analyst Subject: The marketing strategy for the Quartz product Introduction Showers market in the U.K. was bothered with problems that only about 60% of households in U.K. had showers. Even though Aqualisa accomplished an innovation of the Quartz shower, momentous product regarding quality and cost, they still faced problems that had low sales and did not meet the company’s expectations. The purpose of this memo is to review the important features related to a new plan for Aqualsa’s success in the future. This memo will address market analysis, situation analysis, and a recommendation. Market analysis According to case, showers in U.K. used four different channels such as trade shops, distributors, showrooms and DIY outlets to sell products. First, the major customer of trade shops was the plumber who was seeking believable product availability rather than official information and Aqualisa products were available in 40% of trade shops. Next, about 2,000 showrooms were in U.K. and about 25% of Aqualisa products were sold. They tended to be more high-end and were supplied by distributors. Therefore, Consultant in showrooms usually helped consumers for the choosing and planning for their bathroom. Also, showrooms not only enabled costumers to view the product but also offered installation services. Last, do-it-yourself retail outlets offered do-it-yourself products such as Electric...
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...AQUALISA CASE STUDY AQUALISA VALUE PROPOSITION • Easy to install: half a day V/S 2 days. Apprentice can also install • Earn more Plumbers can do more install in less time more profitable • Reliable : lesser break downs. Second visit if require need to be borne by the plumber. C O N S U M E R S • Safety: Family and especially safe for kids • Ease of use: Remote control, one touch button, indicator - All age group can use. • As easy to installed DIY customer can easily adopt. • No issue :flow, temperature pressure or P L U M B E R S • Smart & Sleek design: No excavation, no major space requirement • Save Labor & excavation cost WHY IS QUARTZ SHOWER NOT SELLING Great PRODUCT High PRICE Lack of awareness: Among Plumbers, Consumers, Distribution channels, plumbers skeptical due to past experiences to adopt newer innovations. Lack of focus: only 10% time spend by employees focusing on new customer, 90% in maintaining existing accounts, distributors, contractors, trade etc. Lack of marketing efforts: Very selective & limited promotion. Average POSITIONING Low PROMOTION Was Aqualisa Worth the Money • Aqualisa Quartz - a great product • Overcame shortfalls in other showers in the market had, including Aqualisa’s own brand. • Efficient & reliable water pressure, temperature control, ease of installation, one touch button and other features. • 1st price at Bathroom Expo in London in 2001. • Good and positive reviews about the product in the news papers...
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...Aligning Strategy and Sales 2012 December 2 - December 7, 2012 Schedule for Sunday, December 2, 2012 Time 11:00 - 3:30 PM 4:00 - 5:45 PM Event Registration Opening & Introductory Case Session Instructor: Frank Cespedes Location McArthur Hall Program Office McCollum 101 Cabot Pharmaceuticals, Inc. (510030) 5:45 - 6:30 PM 6:30 - 7:30 PM 7:30 PM Opening Reception Opening Dinner Individual Preparation McArthur Hall Lounge Kresge South Terrace Copyright 2012 President and Fellows of Harvard College Aligning Strategy and Sales 2012 December 2 - December 7, 2012 Schedule for Monday, December 3, 2012 Time 7:00 - 8:00 AM 8:00 - 8:45 AM 9:00 - 10:15 AM Event Breakfast Discussion Groups Case: Ben & Jerry's Homemade Ice Cream, Inc.: A Period of Transition Instructor: John Wells Location Kresge Boardroom Assigned Living Group McCollum 101 Ben & Jerry's Homemade Ice Cream, Inc.: A Period of Transition (796109) 10:15 - 10:30 AM Class Photo 10:30 - 10:45 AM Break 10:45 - 12:00 PM Lecture: Strategy Articulation Instructor: John Wells 12:00 - 1:00 PM 1:00 - 1:40 PM 1:45 - 3:00 PM Lunch Discussion Groups Case: Edward Jones in 2006: Confronting Success Instructor: Frank Cespedes Kresge Boardroom Assigned Living Group McCollum 101 Baker Library McArthur Hall Lounge McCollum 101 Edward Jones in 2006: Confronting Success (707497) 3:00 - 3:15 PM 3:15 - 4:15 PM Break Lecture: Making & Articulating Strategic Choices Instructor: Frank Cespedes 4:15 - 6:15 PM 6:30...
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...create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include product policy, pricing, promotion, distribution, sales management, and customer segmentation and retention. In most classes, we will analyze case studies that require us to identify marketing opportunities, refine value propositions, select customer segments and develop marketing programs for a variety of management situations. The course also includes a number of creative and analytic...
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...create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include product policy, pricing, promotion, distribution, sales management, and customer segmentation and retention. In most classes, we will analyze case studies that require us to identify marketing opportunities, refine value propositions, select customer segments and develop marketing programs for a variety of management situations. The course also includes a number of creative and analytic assignments, including a semester-long, group...
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...MARKETING COURSE Articles Books & Chapters Cases Course Modules Online Courses Simulations 2012 MATERIALS Harvard Business Publishing serves the finest learning institutions worldwide with a comprehensive catalog of case studies, journal articles, books, and eLearning programs, including online courses and simulations. In addition to material from Harvard Business School and Harvard Business Review, we also offer course material from these renowned institutions and publications: Babson College Business Enterprise Trust Business Expert Press Business Horizons Magazine California Management Review Darden School of Business Design Management Institute HEC Montréal Centre for Case Studies Ivey School of Business International Institute for Management Development (IMD) IESE Business School INSEAD John F. Kennedy School of Government Kellogg School of Management Perseus Books Princeton University Press Rotman Magazine Stanford Graduate School of Business Sloan Management Review Social Enterprise Knowledge Network Thunderbird School of Global Management Tsinghua University University of Hong Kong Customer service is available 8 am to 6 pm ET, Monday through Friday. Phone: 1-800-545-7685 (1-617-783-7600 outside the U.S. and Canada) Tech support is available 8 am to 8 pm ET, Monday through Thursday, 8 am to 7 pm ET Friday. Phone: 1-800-810-8858 (1-617-783-7700 outside the U.S...
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...MKTG 201– Principles of Marketing Spring 2014 Instructor | Shoaib Ul-Haq | Room No. | 4th floor, 440, SDSB Building | Office Hours | By appointment | Email | shoaib.haq@lums.edu.pk (the preferred method of contact) | Telephone Extension | 5226 | Secretary/TA | Secretary: Ms. Nabeela | TA Office Hours | | Course URL (if any) | LMS | Course Basics | Credit Hours | 4 | Lecture(s) | Nbr of Lec(s) Per Week | 2 | Duration | 1 hour 50 minutes each | Recitation/Lab (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Tutorial (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Course Distribution | Core | | Elective | Yes | Open for Student Category | Seniors, Juniors, Sophomores, Freshmen | Close for Student Category | | Course Description | Marketing helps in meeting the local and global challenges facing different organizations throughout the world. This course introduces, to the students, the fundamentals of marketing such as key concepts, theories, and applications along with emerging marketing trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. The goal of every marketer is to create more value for both internal and external customers. This course will enhance students’ knowledge and problem solving abilities towards Marketing related issues using customer-centric approach. | Course Prerequisite(s) | None | Course...
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