Aqualisa Quartz: Targeting Plumbers to Drive Sales
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This document discusses potential solutions to increase sales of Aqualisa Quartz electric showers in the UK market. It analyzes targeting different customer segments like consumers, plumbers, developers, and do-it-yourself customers. The key issues are low product awareness and plumber resistance to innovation. Potential solutions explored are increasing consumer brand awareness through advertising, offering plumbers free trials to gain experience with the product, and targeting developers to get plumbers familiarized with the product. The document considers pros and cons of each approach and costs associated with marketing and warranty programs.
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Aqualisa Quartz: Targeting Plumbers to Drive Sales
- 1. James Husted Scott Sanders Carter Bibby Adrian Gilmore Aqualisa Quartz
- 3. Background Aqualisa Archaic Plumbing UK Market • 60% homes • need for change • premium • overpriced?
- 4. Current Deficiencies Water Pressure • Required pump to be installed Water Temperature • Inconsistent due to old plumbing Poor Ease of Installation • Usually 2 days; heavy excavation Unattractive Design • Tended to be bulky and unattractive
- 5. The Industry 1 electric shower 2 mixer shower 3 power shower Does not require hot water supply Requires both hot and cold water supply Requires both hot and cold water supply Results in bulky box on the wall Requires additional pump to address pressure problems Results in bulky box on the wall Low flow rate Aqualisa price ranges from €95-€230 Installation typically requires excavation of bathroom Aqualisa price ranges from €390-€750 Regarded as less reliable than a mixer shower and pump combination Aqualisa price ranges from €480-€670
- 9. Ease of use Aqualisa Quartz Goals Easy to install Great looks Aqualisa Quartz Stable temperature Good water pressure
- 10. The Initial Release • Low Sales • Plumbers wary of innovation
- 11. The Central Problems Not selling enough product to break the niche market Product awareness and perception – Plumber bias
- 12. Potential Solutions • • • • Ta r ge t i ng C o n s u me r s Pros D i r e c t l y Know what to expect Easier to get to Know what it will cost Easier to convince because less educated market • If convinced, will request that plumbers
- 13. Potential Solutions Ta r ge t i ng C o n s u me r s Cons D i r e c t l y • Not getting directly to the problem • Lifetime value is much lower; one-time to twotime purchase • High risk/High reward when the company is already healthy
- 14. Potential Solutions Targeting Do-It-Yourselfers Pros • Easy to install • Value much higher than current electric showers that dominated the market • Possibly charge a premium • Differentiated from
- 15. Potential Solutions Targeting Do-It-Yourselfers Cons • Get stuck in that market • Small market for type of shower • Low profitability – Low total sales
- 16. Potential Solutions Targeting Developers Pros • Large-volume channel • Force plumbers to get familiar with product • Dependable
- 17. Potential Solutions Targeting Developers Cons • Lead time – Long lag before sales • Tough sell to developers – Don’t usually buy premium products • Don’t want to discount price for developers • Higher cost of failure
- 18. Other Options Targeting Plumbers Directly Pros • Most influence in the market • More impactful word-ofmouth • Lifetime potential for sales
- 19. Other Options Targeting Plumbers Directly Cons • Difficult and expensive to market to • Already biased against electric showers • Reticent/resistant to change
- 20. Consumer Brand Awareness Commercials • Small/Medium scale • Viral media Our Solution . . . Showrooms • Low cost/High benefits Plumber Brand Awareness free trial • 1 million in free give away (5,000 units) • 1.2 million on total campaign • Send out info and option to call-in and get free trial increase in trade show advertising • 0.5 million
- 21. What’s a Plumber Worth?
- 22. What’s a Quartz Worth?
- 23. Warranty Cost
- 24. Lifetime Added Value to the Plumber