Aqualisa Essay

2399 words - 10 pages

Marketing PlanAqualisa QuartzPrepared by:Belle NtubaJihao HuangLarysa KonstantynovaXinlu HuangAhmed El AgamyMarch 6, 2013I. EXECUTIVE SUMMARYAqualisa Quartz, Simply a better shower. Aqualisa is a company that strives to stay the pioneer in the showers industry. With the so many problems facing the British society when it comes to showers, Aqualisa together with a group of engineers were able to pin point the problems showers have. The quartz, the latest innovation of Aqualisa combines the best technology and the luxury people are looking for. Aqualisa isn't just looking for a shower the combines both excellent performance and quality, it's also looking for ways to prove that to the public.Aqualisa is in a real challenge, not selling as many showers as they have initially hoped, having invested in the development and marketing of the Quartz shower. Aqualisa was struck by the plumber's ideology and way of thinking, not being excited about the introduction of a new shower. The challenges the plumbers have, having to learn how to install a new product is understandable. In addition to not knowing if the Quartz will live up to its reputation and not require post-installation fixing visits was taken into consideration as well.With the introduction of the Aqualisa Quartz, came the challenge of proving that it's simply a better shower to both the consumer and the plumbers. Plumbers specifically are very skeptical of the introduction of the Quartz shower. Our marketing team is addressing the issue from many different aspects to prove it's in the benefit of the plumbers to use the Quartz. We are also targeting consumers, to justify the high price of the Quartz, and to prove that it's worth it paying extra for an excellent quality product.Our marketing team targeting many aspects simultaneously, that will help position the Quartz at the best possible position. First we will start with the plumbers; we will work on educating the plumbers about the benefits of the Quartz and installation. Second we will target the consumers and prove that the Quartz is worth it's higher (compared to competitors) is justified. Third we will start promoting the product in exhibits and shows. Finally we will target institutions that are considering remodeling their showers, like hotels and stadiums and give them a better price compared to competitors.Aqualisa is taking competition in consideration, but will remain on track to keep the Quartz in its position and there are no intentions to lower the price, through marketing we are hoping we can reach the sales number that will make the initial investment worthwhile.II. SITUATION ANALYSISA. Introduction1. Market and Industry DefinitionWhile everyone had a bathtub, only about 60% of U.K. homes had showers. Archaic plumbing, mostly gravity-fed, was still common in many homes. Most consumers identified two major problems of their showers are low pressure and fluctuations in temperature. Other common complaints about the U.K. showers...

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