Aqualisa Quartz: Simply a Better Shower Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Aqualisa Quartz: Simply a Better Shower Case Solution

Question: 3

Direct marketing strategy

If Rawlinson chooses to adopt and implement targeting directly to consumer marketing strategy,targeting consumers directly would be the most effective way to advertise the products to the potential customers. While focusing on certain segments of the population can seem restrictive, the benefits of this strategy will pay off. It allows the businesses to reach as many people as possible, with their advertising. This allows them to address the needs of different types of consumers at once. Targeting the customers directly is more cost-effective to reach a large number of people with advertising than to target a single group of people.By targeting consumers directly, you can increase your chances of success.

It is easier to measure a direct marketing campaign than other types of advertising. You can see your results through unique source codes and analyze your analytics in real time. If you are reaching a high number of consumers, you can tailor your campaign to your target market. If you want to reach the largest audience, you can customize your message to match your demographic. By using data from your website; you can track your audience's preferences and interests.The customer can be targeted through advertisement, such as: broachers and hoardings can be used to create awareness of the brand amongst customers. Such type of advertisement are inexpensive when compared to TV advertisement.

Marketing strategy fortargeting direct customer

The case demonstrates that Aqualisa can target three different types of direct consumers: premium, valued and standard customers, all of whom can be reached through the plumber's showrooms. Furthermore, the exhibit 4 demonstrates that roughly 73 percent of shower purchases in the UK are made with the help of plumbers' advice. As a result, Aqualisa can profit by focusing and efficiently communicating with the plumbers. Aqualisa's marketing approach for expanding Quartz sales, should be as follows:

Rawlinson’s S/T and L/T plans

The short term plan of Rawlinson is to target the plumbers due to the fact that they influence the customers most and they alsohave the potential to bring highest sales percentage through either purchasing from trade shops or Aqualisa directly. By targeting pivotal influencer plumbers; the company would be able to build a strong, positive relationship and long term bond with them as the plumbers remain loyal to those brand which they gain sufficient knowledge and expertise in. This would help the company in generating sufficient cash flow in the future. Quartz can be installed in ¼ the time of the traditional shower, which in turn would allow the plumbers to generate more money.

The long term plan of the company is to target the showrooms because of their premium status in the market. The company can use such channel of distribution to target the high end customers who are not price sensitive. The customers could be educated in store through demonstrations. The trade showroom carries those product which cannot be found easily elsewhere, and by downsizing the advertisement costs.

Product:

Rawlinson should focus on the production of innovative quality of showers and penetrate the market. The innovative products with high quality will have significant impact on the sales of the shower in the UK market. Because there is not any other competitor in market that matches the value proposition ofAqualisa.

Promotion:

Proper advertisement campaign, along with the advertisement through social media and plumbers, would be done, in order to create awareness regarding the company’s products.If I were in Rawlinson's shoes, I would have either offered free Quartz showers to the plumbers or sell some promotional showers to plumbers directly at a discounted price. I would have alsodonate some showers to elderly peopleand schools, so the apprentice could bepracticed on them and customers would learn about the brand.

Not only this, I would’ve also trained the sales force to have a laser-like focus on new clients and plumbers. I'd keep customers informed on a frequent basis, either by developing a special loyalty club or by sending them a newsletter by mail. In addition, I would have raised the ratio of showrooms and offered more accessories that might be included with the showers.

Place: distribution channels should be:

Showrooms.
Trade shops.
Plumbers.
DIY Shed.

Action plan

Following is the action plan of the new marketing strategy:

First of all, marketing department should create advertisement material.
Create awareness among the customers through marketing campaign.
Force plumbers to try their products and suggest them to the customers.
Educate the Salesforce to target the plumbers and increase the products’ sales by 10% to 40%.
Increase percentage of inventory in showrooms and also offer additional accessories that can be sold together in the showroom.

Recommendation/Conclusion

We would recommended Aqualisa to adopt the strategy of targeting its customer directly and it should do so by convincing the plumbers. The company should give some incentives to the plumbers to increase awareness regarding the company’s products to bring awareness regarding the company’s products through marketing activities and campaigns, so that the customer would be able to understand the simplicity of Quartz’ showers..............

Aqualisa Quartz Simply a Better Shower Case Solution

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Aqualisa Quartz: Simply a Better Shower Harvard Case Solution & Analysis