Q2. Why is the Quartz shower not selling?
Ans. The Quartz brand launched by Aqualisa was proposed to appeal the consumers as well as the plumbers as it had features that could suit both the groups. However, the euphoria surrounding the product¶s initial launch had quickly faded. In the first four months itself very few units of the product had been sold despite being available in all of Aqualisa¶s normal distribution channels. The reasons as to why the brand could not carve a niche for itself in its initial stages of being launched could be enumerated as follows:
1) Being a premium product, the Quartz shower was priced between 850 Euros to 1080 Euros which was very high compared to other brands of Aqualisa. Thus it was not affordable to consumers other than those in the premium segment. Also, the developers who thought
Aqualisa core products to be expensive were sceptical about buying the new product despite being offered heavy discounts. The developers would have been a better market for …show more content…
Since the launch of the new product Quartz, the sales have not been up to the desired level.
However, an analyses of the situation has revealed that the problem lies in the marketing strategy of the Company and not in the product itself. The Company has a competitive advantage in the market and should use it optimally to create and enhance brand awareness. Following are the ways in which the marketing strategy can be improved.
1) As the product is easy to use and install, the Company should market it to the end consumers directly. The sales people can make the consumers aware the products unique features and benefits. They can be made to understand that buying such a better product at a little high price can reduce the after sales servicing costs.
2) As far as the plumbers are concerned, there should be more free trials and demonstrations to help them understand the easy method of installation required for the quartz shower. The plumbers once positive about the product would always prefer it. Approximately 73% of the consumers are influenced by the plumbers for installation of a shower. Thus, promotion with the plumbers would help in better market penetration.
3) The developers who are of the opinion that the Aqualisa brands are usually high end