In May 2001, Aqualisa Quartz, a premium shower manufacturing brand based in the U.K., has recently launched their newest product-the electrical shower. Having spent an extended amount of time researching and developing a product that was assumed to be a new breakthrough in the industry turned out to be the complete opposite and resulted in a depletion in the company’s sales. This analysis will outline the basis of the company in regard to their value propositions, their branding strategy, their product’s main setbacks, along with how these complications can be overcome.
When a company, such as Aqualisa, establishes a multiple brand strategy the intent is typically to widen the target segment based on both their needs and wants. This strategy also allows companies to penetrate various markets based on their specializations, which in turn ties in the various categories of consumers. When deciphering whether a company should establish this strategy, it’s pivotal to consider both the strengths …show more content…
From their analysis, it became evident that there are numerous faults that were made during the phase before launch. The most dominant matter was the fact that there was no understanding of the functioning of the product by both the clients and the plumbers. This further focuses on the idea that the product wasn’t properly marketed as the consumers claimed that they didn’t know the benefits of investing in this product versus the product that they are currently utilizing. Furthermore, Aqualisa also targeted the product in a niche segment, which further limits the growth of the sector as they are only targeting this product to highly-specialized and small markets. Lastly, the cost of the electrical shower was substantially higher than the other products, even with a discounted price, which was something that customers didn’t find was worth the
When a company, such as Aqualisa, establishes a multiple brand strategy the intent is typically to widen the target segment based on both their needs and wants. This strategy also allows companies to penetrate various markets based on their specializations, which in turn ties in the various categories of consumers. When deciphering whether a company should establish this strategy, it’s pivotal to consider both the strengths …show more content…
From their analysis, it became evident that there are numerous faults that were made during the phase before launch. The most dominant matter was the fact that there was no understanding of the functioning of the product by both the clients and the plumbers. This further focuses on the idea that the product wasn’t properly marketed as the consumers claimed that they didn’t know the benefits of investing in this product versus the product that they are currently utilizing. Furthermore, Aqualisa also targeted the product in a niche segment, which further limits the growth of the sector as they are only targeting this product to highly-specialized and small markets. Lastly, the cost of the electrical shower was substantially higher than the other products, even with a discounted price, which was something that customers didn’t find was worth the