Professional Documents
Culture Documents
Developers view the Aqualisa brand as too high-end. Plumbers have a distrust of innovation specially if it
Goals
Raise the awareness in consumers,developers,plumbers
and DIY
Eliminate the distrust of plumbers Raise the awareness in consumers in the premium and
market segment
Adjust the strategy subsequently to capture a larger
market share.
Hiring and education of additional sales representatives The commitment by the sales force to spend at least
brand recognition of Aqualisa products while building the marketing plan for the new shower product
.
name as it more popular and established Aqualisa sales force to educate developers about performance, style, service, and ease of installation of Quartz Shower Aqualisa sales force to educate retailers at specialist contract outlets about the features of Quartz Shower Weekly/Fortnightly advertise in trade publications the product features of Quartz Shower.
name (React favorably to Aqualisa) Aqualisa sales force to educate plumbers about the installation ease of Quartz Shower Distribute brochures/booklet to plumbers containing testimonials about how easily one can install Quartz Shower Publish in plumbing trade publications testimonials about how easily one can install Quartz Shower and if possible conduct a workshop in Apprentice school.
Quartz Shower under the Aqualisa brand name Aqualisa sales force to educate showroom consultants about the performance, style, service, and installation ease of uartz Shower; and Periodically advertise in showroom trade publications the aforementioned product features of Quartz Shower.
name Some contract with retailers to educate consumers about the performance, style, service ,installation ease & labor cost savings associated with Quartz Shower Offer a manufacturers rebate to purchasers of Quartz Shower Advertise in consumer periodicals the product features associated with Quartz Shower.
sales in all segments of the shower market. Nonetheless, there are risks: a) Quartz Shower may cut sales in some of Aqualisas other products b) potential shower purchasers may purchase Quartz Shower under the lower priced Gainsborough brand and not under the higher priced ShowerMax and Aqualisa brands. These risks, however, are worth taking in light of the significant margins generated by Quartz Shower and the distinctiveness of the distribution channels in the shower market.