Aqualisa is a well-established manufacturer of showers in the UK. The company is recognized for quality products, innovation and great service. Despite great features and benefits of the recently developed digital shower Quartz, the initial sales results are very disappointing, and the management needs to redefine marketing strategy in order to improve performance. In particular, key decisions need to be made about target segment, value proposition and marketing mix. 1. What value does the Quartz
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Marketing Management Case: Aqualisa ------------------------------------------------- Date: December 2, 2010 Main Problem: Aqualisa creates a new breakthrough shower- the Quartz. The product has significant improvements when compared with the other existing products on the market, such as: * Efficient and reliable water pressure and temperature * One touch control on the wall * Light signaling the right temperature is achieved etc * Installation of the Quartz was about half a
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Marketing Management Case Study May 2, 2013 Prof. Michele Costabile Francesco Borsetti Davide Novelli Bruno Ricardo Yuli Pacheco Valentina Verde UK MARKET FOR SHOWERS Environment Clustering THE PRODUCT SWOT ANALYSIS BRAND MANAGEMENT PRICING Cost comparable Pricing strategy PUSH STRATEGY Which advantages for the intermediaries? PRODUCT PROFITABILITY: BREAK EVEN POINT VALUE PROPOSITION CHANNEL AND DISTRIBUTION CONCLUSIONS
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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
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the significant shortage of master plumbers, which causes the extreme long queuing time (6 months). Hence customers are forced to try to install and even fix the shower themselves if they want to shorten the waiting time. This is quite common in the case of shower, as people normally purchase a shower when they need it immediately (for example the old one is broken or they move into a new apartment which does not have shower). | | | Electric Showers | Mixer Showers | Power Showers | Total |
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Marketing I Day 4 Report – Jeremy Pichitphan G595484 1. Breakdown of UK shower market is as below, Overall Characteristics * Every household had a bathtub but only 60% of them had showers. This shows big market growth opportunity (another 40%) * Shower market in UK is still undeveloped compared to other market for example in U.S. Consumers’ satisfaction is often low due to the following issue; * Low pressure of water * Unreliable water temperature * Low quality
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Why the initial failure Premium price product aimed at wrong target audience One of the reasons the sales of the Aqualisa Quartz failed is because the product was a premium priced item that was aimed at the wrong target audience. This could be because as a company they did not have many if any products that fell into this sector making it hard for them to understand how to advertise the product to the public and where was best to place the product as well. No new product offer As
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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
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Final Exam Questions Course 62.601 (Customers and Markets) Fall 2014 / Professor Tao (Tony) Gao Question 1: I recommend CDT to introduce accessories for music, movies and video game fans as a new category of products. These accessories include posters, clothes, cups, and so on. These accessories related to a specific movie or famous star, for instance, a T-shirt with a theme of Star Wars. As CDT is a store for music lover and movie lover, this new category can attract these customers’ attention
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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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