Aqualisa Marketing Case
1. What is the Quartz value proposition to plumbers? To consumers? (These should be both quantitative and qualitative answers. For instance, in the case of consumers, what would be the value to them- both quantitatively and qualitatively- if they were to purchase the new Aqualisa Quartz versus the old Aqualisa
product?)
2. Why is the quartz shower not selling?
3. Aqualisa spent three years and €5.8 million developing the Quartz. Was the product worth the investment? Is Quartz a niche product or a mainstream product?
4. Aqualisa currently has three brands: Aqualisa, Gainsborough and ShowerMax. What is the rationale behind the multiple brand strategy? Does it make sense?
5. What should Rawlinson do to generate sales momentum for the Quartz product? Should he change his marketing strategy to target consumers directly, target the DIV market or target developers? Should he lower the price of the Quartz? Or should he do something different altogether?
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