《Marketing Project》.ppt

* Aqualisa Quartz Case Study Situation Analysis A. Customer: The Shower plumbing system customers in UK consist of : 1. Home Owner/ Consumer who is in the process of refurbishing his/her home residence, adding a second shower room, or replacing the current shower system at home. This accounts for more than half (44%+10% of adding a second shower at home) of the total shower market. These customers were unsatisfied with their old shower system, mainly from from poor pressure and varying temperature. They further fall into three price range: premium, standard and value, depending on their buying behavior and expectation of the product. Premium consumer: Shopped at showroom and look for high performance and service and somewhat knowledgeable with the shower Standard consumer: depend on independent plumber t recommend or select a product for them, and looking for best combination of price and service, and their main dread is having excavation for a new installation which is time consuming and costly. Value consumer: these tend to be in the DIY customers, who shopped at large retail outlet and primary interested in inexpensive models and easy to install, even though they may be bulky and unattractive, They tend to the buyers for the electricity shower system. 2. Property developers, (15% New Build + 6% of Commercial Projects) preferring nice looking product for show and easy installation to save labor. But they are also price sensitive and with the exception of luxury home builders, they do not fell there is a need to invest in premium shower system. B. Channels: The channels of distribution for the shower market categorized by installation methods by the descending orders are: Installation by independent plumbers (54%), followed by developers (20%), showroom (20%) and commercial installations 6% Product are sold via: Trade shops/ plumber merchants : A quick pick and go Showrooms (high end) with consultation service DIY Stores: Mass market, sells easy instal