Aqualisa Marketing Case Analysis

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Cons: Developers are not the direct customers, instead they are the bridge to plumbers; hence, they result in a long lag before the sale. Also, if they buy the showers for the plumbers they tend to go with low cost showers which can save them money in the high numbers that they purchase. This can decrease the profit.

Despite the marketing actions that Aqualisa took such as contacting and informing plumbers about the new innovation, few actual sales resulted. This could be explained by problems such as plumbers’ syndrome of electricity and water and their fears of new innovation. Even though Rawlinson believed showrooms were the place that Quartz could grab attention

Knowing that plumbers were scared of new innovation and electricity in the water, made them resistant to try Quartz. However, it was known that once they tried it, they got the knowledge of the product and were interested to learn and try to install it more frequently.

Knowing the strengths, weaknesses, opportunities, and threats of each target segment, the primary target market should be plumbers and household customers in the secondary level. One of the effective recommendations could have been informational sessions in different locations around the town, conducted by Aqualisa, not training classes which underlined plumbers’ confidence, where the installation process was walked through and one to two showers were distributed to each plumber. This could fasten the plumbers’ adaptation and brand loyalty, where their fear could be eliminated by visualization of reality. Another recommendation for reaching customers could have been emotionally appealing TV and radio advertisements where credibility was established by targeting families with children or elderly parents where extra caution was needed. This advertisement could refer to the convenience and safeties of this shower where there could be no worries to let kids and elderlies shower alone. The advertisement could also provide a discount code for the first few hundreds of customers. Targeting plumbers and household customers ultimately results in awareness of developers and Do-It-Yourselfers segments.

The Overall STP and Marketing Mix of My Recommendation

STP

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Segmentation

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Targeting

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Positioning

Marketing Mix/4P Analysis

Product

Price

Place/Distribution

Promotion

- Quartz with stable water pressure, controllable temperature, easy to install, which does not breakdown

- €850 for standard

- €1080 for pumped

- Network of plumbers through informational sessions around trade shops and outlets

- Showrooms and home improvement supplies stores for household and DIY customers

- Free informational sessions for plumbers, where one or two Quartz are distributed to them

- TV-advertisement for household where a discount code is provided for the first few hundred customers