...MK008 Framework of Case Presentation Brief Overview, Timeline, Background Key Issues, Main Problem, Gap, Critical Factor Comprehensive Analysis Lesson Learned, Findings Implication on Indonesia Context Case Background Innovative product among other 1. Electric Shower 2. Mixer Shower 3. Power Shower Consumers 1. Contactors 2. Plumbers 3. Consumers Brand Awareness Weakness 1. Low Pressure 2. Fluctuation in Temperature 3. Not easy to install Distribution Channel 1. Showrooms 2. Do It Yourself Sheds 3. Plumbers / Installers Case Background Market Factor Organization Factor Resources Customer Behavior 73% buying decision involve plumber advice Managing director, H Rawlinson force to keep innovating Industry Characteristics Industry Factor Marketing Strategy Advertising on TV and ambient communication with new campaign Democratizing Luxury Market Attractiveness Industry Structure Core Issue A PREMIUM PRODUCT WITHOUT AWARENESS IS SIMPLY OVERPRICED Strategic Analysis External Analysis Internal Analysis Quartz Product Analysis Lesson Learned, Findings Targeting the plumber ........Why ??? “73% buying decision involve plumber advice Plumbers are the most seller and also the most influencer in the showers sales product, Aqualisa should make an intensive approaching program to introduce the Quartz benefit to the plumbers”. Save the cost of advertising “Based on exhibit 4, we can take some information that consumers were...
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...[->0] AQUALISA QUARTZ IVANTORRECILLA[->1] Feb 5, 2011 Buenos días, ¿cómo va eso? Cuelgo mis comentarios respecto a este caso, es muy interesante. Me gustan los casos de este hombre. A ver si me apaño. [->2] IVANTORRECILLA[->3] Feb 5, 2011 http://pdd-b-11-equipoiii.wikispaces.com/file/detail/AQUALISA+QUARTZ.xls [->4] jrmp[->5] Feb 5, 2011 Os paso mi análisis del caso. 2.1. ¿CUÁL ES LA PROPUESTA DE VALOR PARA LOS FONTANEROS? ¿Y PARA LOS CONSUMIDORES? La propuesta de valor para los fontaneros es una simplificación del proceso de instalación. Pero esto tiene una serie de inconvenientes: - Los maestros fontaneros son trabajadores cualificados. Simplificar la instalación va en detrimento de su papel en el proceso de instalación. - Muchos usuarios pueden plantearse instalarla ellos mismos. - Reduce el trabajo de 2 días a medio día. Por cada ducha convencional cobran 16x60 = 960 euros de media. Con la Quartz cobran la cuarta parte 240 euros. - Para mantener el nivel de ingresos tienen que instalar cuatro veces más de duchas, pasan de 40-50 a 160-200 al año. Por otro lado, para el consumidor sí es un producto muy atractivo, por varios motivos: - Diseño, calidad, mejoras - Instalación sencilla que muchos de ellos pueden hacer. 2.2. ¿POR QUÉ LA DUCHA AQUALISA QUARTZ NO SE ESTÁ VENDIENDO? Aparentemente, los fontaneros no tienen ningún incentivo para recomendar la Quartz. Según el anexo 4, el fontanero influye en el 73% de las ventas de ducha. La Quartz sólo...
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...AQUALISA QUARTZ: SIMPLY A BETTER SHOWER F ELIX L E C HEVALLIER – 11/01/2012 1) Which value do the various products from Aqualisa (the UK company) create: for consumers ? for plumbers ? for its channel partners ? The first step that we need to take is to analyse what are the segmentations of the market. There are three pricing segments as said in the case: premium, standard and value. These segments differentiate the basic consumers; we then have DIYers and developers that have specific standards. We will analyse the aquastream, the gainsborough, the aquastyle and the aquavalve, and the quartz. Channel DIY outlet Consultant’s Advice Decision Criteria Customer Segment DIYers Customer Values Price Convenience Style Performance Service Price Convenience Reliability Style Price Quartz -++ ++ ++ ++ -++ ++ ++ -Gainsborough Aquavalve Aquastyle ++ / -+ ++ + / ++ -/ + + -+ / ++ -+ ++ + + ++ Aquastream -/ ++ + -/ -- Showrooms ACQUALISA Premium Trade Shops Plumber’s advice Standard Value Specialist Contract Habit & Relations Developers The products show great differences in their characteristics in addressing customer’s preferences. They are targeting different segments and thus they don’t create value thanks to the same advantages In addition to the table, we can stress one of the preferences of the plumbers that is of importance. The installation time sensitivity. Indeed, as said in the case, the main issue is the reluctance of plumbers towards electronical...
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...- - - - - - - - - - - - - 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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