Aqualisa Quartz Case
Executive Summary
STP (Segmenting, Targeting and Positioning)
Segmenting
The segmentation of Aqualisa Quartz is focusd on Independent plumbers (Plumbers who do not work for any company), End user (Self installation -> 4,745 pound to 15,000 pound) around 13,550,000 people, End user (Middle income -> 15,000 pound to 30,000 pound) around 20,600,000 people, and at last End user (High income -> 30,000 pound and above) around 5,770,000 people(http://en.wikipedia.org/wiki/Income_in_the_United_Kingdom).
Targeting (Differentiation targeting)
Aqualisa Quartz In the targeting market, we tend to target plumbers and end users (Middle to high income) because most of the end users are suggested by the plumbers. The others might buy from showrooms. Therefore, we have to target them as well
Positioning Statement To middle-high income customers, Aqualisa Quartz is a high premium shower brand which come under mixer shower category that offers quality and latest innovation because Aqualisa Quartz has benefits in water pressure, ease of installation, use and design.
Goal
We want to increase units sold of Aqualisa from normal sale strategy, it will be increase 12,775 per year within 3 year to be 51,220 as follows 10% increase in the first year, 15% increase in second year and 30 % increase in the third year. | Current | 1 year | 2 year | 3 year | Percentage increase | | 10% | 15% | 30% | Number of unit | 12,775 | 14,052 | 16,160 | 21,008 | Total Number | | 51,220 |
HOW 12775 comes ? This number is come from the fact that case study states that unit sold of Quartz is between 30-40 units per day. So we take the mean which is 35 units and times 365 days. Therefore, the unit sold per year is 12775.
Problems: The problem for Aqualizer is that Plumbers are lack of knowledge and innovation of Aqualisa Quartz. Moreover, most customer decisions rely on plumbers. Second issue is the bad experience of electronic
STP (Segmenting, Targeting and Positioning)
Segmenting
The segmentation of Aqualisa Quartz is focusd on Independent plumbers (Plumbers who do not work for any company), End user (Self installation -> 4,745 pound to 15,000 pound) around 13,550,000 people, End user (Middle income -> 15,000 pound to 30,000 pound) around 20,600,000 people, and at last End user (High income -> 30,000 pound and above) around 5,770,000 people(http://en.wikipedia.org/wiki/Income_in_the_United_Kingdom).
Targeting (Differentiation targeting)
Aqualisa Quartz In the targeting market, we tend to target plumbers and end users (Middle to high income) because most of the end users are suggested by the plumbers. The others might buy from showrooms. Therefore, we have to target them as well
Positioning Statement To middle-high income customers, Aqualisa Quartz is a high premium shower brand which come under mixer shower category that offers quality and latest innovation because Aqualisa Quartz has benefits in water pressure, ease of installation, use and design.
Goal
We want to increase units sold of Aqualisa from normal sale strategy, it will be increase 12,775 per year within 3 year to be 51,220 as follows 10% increase in the first year, 15% increase in second year and 30 % increase in the third year. | Current | 1 year | 2 year | 3 year | Percentage increase | | 10% | 15% | 30% | Number of unit | 12,775 | 14,052 | 16,160 | 21,008 | Total Number | | 51,220 |
HOW 12775 comes ? This number is come from the fact that case study states that unit sold of Quartz is between 30-40 units per day. So we take the mean which is 35 units and times 365 days. Therefore, the unit sold per year is 12775.
Problems: The problem for Aqualizer is that Plumbers are lack of knowledge and innovation of Aqualisa Quartz. Moreover, most customer decisions rely on plumbers. Second issue is the bad experience of electronic