Aqualisa Quartz: Simply a Better Shower
Aqualisa Quartz: Simply a Better Shower
Problem statement
The root problem in this case is the promotion of the product, causing a disruption in the individual adoption process (particularly in regard to “liking” and “preference”), which makes it very difficult for Aqualisa (“AQ”) to find a critical number of early adopters (in particular indirect customers such as plumbers) for its new Quartz shower to start the product lifecycle. AQ developed a great product with clear benefits (savings due to far less construction work and a much quicker installation) and implemented an appropriate skimming pricing strategy but did not manage to ensure a “buy-in” of its own employees (in particular its in-house sales force), nor did it develop a convincing concept to address the well known concerns and misperceptions of plumbers which can be considered an extended portion of its sales and distribution channel because almost 73% of all shower sales are directly or indirectly influenced by the plumbers.
Possible solutions
Alternative 1: Focus on training and education of its own sales and marketing personnel as well as the members of its extended sales and distribution channel such as the distributors, ”its plumbers,” and selected employees of trade shops, contractors, showrooms and real estate developers with whom AQ has maintained good contacts for an extended time.
Pros:
Benefits and concerns can be directly addressed with immediate feedback to ensure a
full and lasting buy-in (build it from the ground up)
Visual hands-on demonstration is exceptionally valuable based on prior experience
Build and capitalize on existing relationships
A move closer to an integrated