Professional Documents
Culture Documents
Better Shower
Group 1
PGP32202 Milan Shambharkar
PGP32383 Shivek Kappor
PGP32295 Vrushang Amin
PGP32388 Praveen Kumar
PGP32249 Anand Shah
PGP30014 Augustus Martin
U.K. Shower Market at a glance: Facts and Figures
Market by installation method Problems plaguing Shower Market Trends in the industry
Installation by
Independent
6% Plumber What consumers disliked
20% Archaic
Developer 60% of U.K. plumbing about their showers?
54% Instalation For New homes had
shower
Home Build
20%
Installation by
Gravity-fed
Showroom plumbing Poor Pressure
Showers often
Replacement Shower
25%
broke down
Second Shower
6%
44%
New Build Low water pressure & Stiff valves & hard to
turn valves
15%
10%
Commercial
Fluctuations in temperature
New Penetration
Leaky seals & Worn-out
showers
Different channels of distribution exist in the U.K.
Shower Market
Pricing Segments Channels of Distribution
Consumer
Issues concerning plumbers:
Who takes 27% Plumbers distrust innovation
the final Plum Manufacturers serviceability is a concern
ber Unfamiliar products could present unknown performance problems
call? 73%
Loyalty to a single brand
Aqualisa should target plumbers and consumers directly
to maintain aggressive growth
Targeting Consumers Directly Targeting DIY Targeting Developers
27% of customers select brand Easy to install: quick and efficient A large volume channel
and type of shower without The product features and design Plumbers would be forced by
consultation would demand a premium even developers to get associated with
High user acceptance of Quartz in DIY segment the brand
using field tests Partners like B&Q would help Increase the market size and
Targeting customers directly may push product without extensive market share by penetrating new
lead to higher penetration rates marketing campaign houses
1. Target Plumbers: The major influencers should be made aware of the benefits of using Quartz for them and the customers
2. Target Consumers: Marketing campaign to introduce the advanced product and its benefits for the consumers
A two way marketing strategy should be followed to
increase market share
Target Consumer Directly Target Plumbers
Introduction of Qaurtz should not be at the expense of Aquavalve, the bread and butter of Aqualisa
The marketing expenses should be kept in tight vigil as the firm is conservative
A high risk-high reward strategy will need the board to be convinced to take a risk on the profitability and stability of the firm
A marketing strategy change plumbers buying
behaviour to complex buying behaviour
Marketing Strategy
Ad campaigns demonstrating
the benefits of Quartz for the Educating about opportunities to 3 years of warranty for Partnership with plumber training
consumer increase: manufacturing defects institutions on providing
Partnership with products Earnings by 200% Dedicated hotline for plumbers installation kits
such as bath tubs to improve Time by 400% issues on installation Educating about benefits of
sales Leisure time Monetory and non-monetory electric showers
Increase sales staff to target incentives on achieving sales
new customers from existing Mock installations to show ease targets
two sales people of use to plumbers