Causes for Current Marketing Failure

Developers view the Aqualisa brand as too high-end. Plumbers have a distrust of innovation specially if it

involves electronics because of earlier setback in 1980.

Consumers are generally uninformed about showers.

Aqualisas twenty-person sales force is too small and too

narrowly focused.(90% is maintaining /servicing exiting customers:Developers,Tradeshops,showrooms etc.)

Goals
Raise the awareness in consumers,developers,plumbers

and DIY
Eliminate the distrust of plumbers Raise the awareness in consumers in the premium and

standard and value segments

Improve the performance of the Aqualisa sales force by

increasing the strength and more focused on new product.

Marketing Strategy & Efforts

Initially a marketing strategy that targets a particular

market segment
Adjust the strategy subsequently to capture a larger

market share.
Hiring and education of additional sales representatives The commitment by the sales force to spend at least

thirty percent of their efforts on pursuing new sales accounts

The marketing effort should also leverage the strong

brand recognition of Aqualisa products while building the marketing plan for the new shower product
.

Marketing of Quartz Shower - Developer

Brand Quartz Shower under Shower Max brand

name as it more popular and established Aqualisa sales force to educate developers about performance, style, service, and ease of installation of Quartz Shower Aqualisa sales force to educate retailers at specialist contract outlets about the features of Quartz Shower Weekly/Fortnightly advertise in trade publications the product features of Quartz Shower.

Marketing of Quartz Shower -Plumbers

Market Quartz Shower under the Aqualisa brand

name (React favorably to Aqualisa) Aqualisa sales force to educate plumbers about the installation ease of Quartz Shower Distribute brochures/booklet to plumbers containing testimonials about how easily one can install Quartz Shower Publish in plumbing trade publications testimonials about how easily one can install Quartz Shower and if possible conduct a workshop in Apprentice school.

Marketing of Quartz Shower Premium Consumer

Continue to market to showroom consultants

Quartz Shower under the Aqualisa brand name Aqualisa sales force to educate showroom consultants about the performance, style, service, and installation ease of uartz Shower; and Periodically advertise in showroom trade publications the aforementioned product features of Quartz Shower.

Toward Standard Segment Consumers

Market Quartz Shower under Aqualisa brand name; Some partnership for a specific period with retailers to educate consumers about the performance, style, and service ,installation ease and labor cost savings of Quartz Shower; Periodically advertise in consumer periodicals the product features of Quartz Shower.

Toward Value Segment & DIY Consumers

Market Quartz Shower under Gainsborough brand

name Some contract with retailers to educate consumers about the performance, style, service ,installation ease & labor cost savings associated with Quartz Shower Offer a manufacturers rebate to purchasers of Quartz Shower Advertise in consumer periodicals the product features associated with Quartz Shower.

 If Aqualisa does so, Quartz Shower will have increased

sales in all segments of the shower market. Nonetheless, there are risks: a) Quartz Shower may cut sales in some of Aqualisas other products b) potential shower purchasers may purchase Quartz Shower under the lower priced Gainsborough brand and not under the higher priced ShowerMax and Aqualisa brands. These risks, however, are worth taking in light of the significant margins generated by Quartz Shower and the distinctiveness of the distribution channels in the shower market.