Student id: 19/1/0398/524 Table of Contents

Targeting Do-It-Yourselfers

Easy to install and cheap showers are preferred by Do-It-Yourself. Technical skills to install are not required by Quartz, but their prices are relatively high. However, with Gainsborough line, which is a lower price product in this market; Quartz, which is the best product, could motionlessly be appropriate due to its characteristic features and efficiency (UKEssays.com, 2019).

With more clear facts, there is Do-It-Yourself advertise in UK who shop everywhere marketing outlets that obliged them. These customers acquisition cheap item that are everything but difficult to introduce. Electric showers are hit selling item under this channel as 70% of DIY outlets offer Gainsborough result of Aqualisa making it second best channel of transportation. A fact is that the Quartz item isn't presented under this channel.

A consequent option was to focus on the do-it-without anyone's help showcase. Aqualisa was currently selling its Gainsborough line to this market. The danger, as Rawlinson called attention to, was that “once you show up in the DIY sheds, you can’t climb back out. You have to be careful about associating your premium brand with your discount channel.” Electric showers were their driving item and in the event that bonuses can be offered for the Quartz, at that point this item can work in this market. What is more, if Aqualisa could get its assistants like B&Q to help push the item the requirement for costly buyer promoting can be completely maintained a strategic distance from. So we feel that this methodology can work to build offers of the Quartz product.

Targeting Developers

McCarthy (1999) characterized the instruments that comprise the Marketing blend, into four well known Ps Product, Price, Place, and Promotion.

Aqualisa Quartz was a wonderful art and piece of technology. It was discovered knowing all consumers needs which can lead them to be in comforts. Also, the plumbers mentioned that it is an extra ordinary (wonderful) product because of its comforts like the ease of installation and design. This product was innovative invention in this time, state of art product.

Price - Quartz was best Priced(expensive). The price was high because of its state of the art product and being innovative. It would not be long when the contenders would be following such a course and may value their item significantly higher, so on the estates that the Quartz did not get the mind-boggling accomplishment in its first period of dispatch, the cost ought not be decreased.

Place – this product was distributed through many places(channels) such as showrooms and trade shops and so on. There were a clothed number of handymen working for Aqualisa who were equally accustomed with the item. Users which were used loved this product as well as the advantages of it which is easy installation. Despite all these, the rate of selling this product did not increase.

Promotion – the Quartz was presented in London in May 2001 at the time of launch at Bathroom Expo. It was given a primary praise for being an awesome product. Information of the product was taken in order to run its adverts on the newspapers. The best and major newspapers and trade magazines of the U.K. was published information about this product on its front pages. Still the advancement was inadequate to make the item effective as it mistreated to focus on the potential purchaser.

The main reason is that there is an engineer advertise in UK. The engineers incline toward a reliable, modern yet not very expensive item. So Aqualisa re-structured Aquavalve into Showermax to address issues of engineering. Since new constructions formerly had high weight frameworks worked inside, so Showermax taken high weight with Aquavalve innovation at lower costs. 20% of blender showers are sold by designers. It could be observed that the developers have demonstrated a hesitance to burn through cash on traditional Aqualisa items since they feel the company’s items to be quality brands and Quartz with its value being €850 doesn't meet their requirements. In addition, organization is not prepared to offer limits for this item.

Rawlinson's another option was to focus on the designers all the more carefully as they can sell parcel of showers and adapt the handymen additionally about the item. In any case, as a researcher the recommendation for this company is that this methodology may not fill in as the engineers search for economical items and request high rebate rates. The organization doesn't want to offer high limit rates for this leap forward item.

What to do?

Purchase features of this product has cut into three segment in market base. Developer, Direct consumer and DIY market. By this information which is given below, three segment effected separately and all of them are so important so as to consent brand to penetrate different dedicated markets. By this research, the result was found that introducing products for the consumers are the most important way to sell more product. What I mean by this is that Targeting Consumers Directly the most needed section, which included advertising products to target audiences. Because, running selling service without introducing product (Advertising) is extremely difficult. Also, in this case, the buyers are attracted and interested in the product more.

Why isn't it selling?

• Product - Quartz is a new product, which exceeds the existed any shower in the market

• Price – products of Aqualisa company are mostly premium products, following this, they are over-priced as they are better than other products in all circumstances of life. Moreover, it is deserved the Quartz to have higher price.

• Promotion – the company does not make any effort on making new customers, as they are reallocating only 10% of their time and resources to it. Instead, they strive for maintaining the existing accounts spending 90% of their time, which is a very huge figure. It is especially good when the company has astonishing sales because of the market demand for the core products. The company has to have priorities about what it wants to advertise the most, and Aqualisa Quartz should be one those top priorities.

• Place – the products could be found only in 40% of trade shops and 25% showrooms. Furthermore, if a plumber was urged to switch the existing devices to Quartz, he might have had a difficulty to do so due to lack of Quartz’s products in the market.

What is more, the reasons of why is the Quarts shower not selling. Initially, the shower distribution considerably focused on plumbers. (researchers found that 27 percent of customer chooses type without advice from plumbers and 73 percent of customer are influenced by plumbers by various level.) Also, Quarter shower accepts new products with innovation mainly contains electronics. The second reason is that the marketing and sales channel are restricted. Extibit 7 Aqualisa Financial Statement reported that 2,7 million euro was expended for marketing that illustrate the useless marking strategy or this situation donated to Quart’s limited marketing ratio. Also, the price of Quarts is much higher than customer expected and customers have low understanding of product types (Doe, 2019). What is more, blocks in distribution channels and insufficient effort on sales are the main reasons why the sales figure of Quartz is poor and knowing less information about the product leaded to buy less this product. To be more precise, this product was not introduced more completely and clearly. Overall, due to reasons like not available in their Market, less advertisement, highly priced, not withstanding the competitors, poor trust in the product and so on.



(Image.slidesharecdn.com, 2019)

Recomendation

Although the challenges Aqualisa has to face are rather big, it is not entirely impossible for the company to recover from this. In fact, there are several ways through which Aqualisa Quartz regain its share in the market and become a top-selling electric shower brand once again.

First of all, the company needs no increase the public awareness. According to BusinessWire (2018), 40 percent of the UK population yet to have showers. BusinessWire (2018) also states that even of that remaining 60 percent, only a relatively small number of people have proper information about Aqualisa Quartz. The company could initiate a big promotion campaign to let more people know about the product either by immense advertising or organizing various types of festivals and charities.

Secondly, the company should revise its current marketing strategies. Murray (2009) argues that the main reason why this is important is that customers’ and markets’ desires and wants could change drastically each year. And the marketing “weapons” of the company should always stay up to date with the current market standards. Otherwise, marketing may not always be as effective as expected and fail to attract new customers. This, in turn, would cost the company the loss of potential clients and the expenditure on marketing efforts.

However small they may seem, these changes could be the life-savers for Aqualisa Quartz and for Aqualisa in general providing that, of course, the changes are implemented properly.

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