Case 2 : Aqualisa Quartz : Simply a better shower 1. Executive summary
Aqualisa launched an innovative shower in 2001, called the Quartz shower but the success wasn’t immediate. At present, the most important goal for Aqualisa company is to increase its new showers in terms of units and profit. But the main impediment is the lack of awareness about this brand from consumers and the reluctance from plumbers about adopting this shower. In order to cope that, the best solution is to develop Aqualisa’s advertising campaign.
Current situation: In May 2001, Aqualisa launched its new shower called Quartz shower. According to Harry Rawlinson, the managing director of the company, the …show more content…
* They usually stay loyal to a certain brand because they have specific knowledge about the installation. * Converting plumbers to our brand will take a long time. * Increasing the net profit by 5% by convincing consumers and plumbers to buy our new products Quartz Standard and Quartz Pumped and maintain the Gainsborough * Risk of cannibalization * Emphasizing on our new products Quartz standard and Quartz pumped * Showers may be perceived as too much expensive * The DIY market is strong * Increasing brand awareness * The brand is known as an expensive brand * The staff in outlets doesn’t have time to learn all the features and benefits of the 45.000 items they offer. * Some plumbers have already an opinion about Aqualisa. * Developing advertising * Advertising campaign needs a huge investment from the company. Their current net profit is 17.335.000 dollars and the advertising campaign would reduce it.
* Plumbers * Set up a direct marketing and an operational marketing in which we will invite plumbers to showrooms, meet them face-to-face in order to let them know about our products. During these meetings, we could show them the Aqualisa’s new products and demonstrate them how easy and