Rawlinson should begin a €3-4 million ad campaign targeting consumers that are purchasing new showers in order to increase the amount of Aqualisa Quartz showers sold and break through to the mainstream. Doing this would 1) create brand recognition; 2) give Aqualisa a chance to corner a market that currently has no competitors; and 3) allow consumers and plumbers to understand the actual value of the shower.
1. Acquiring brand recognition is critical to the success of the Aqualisa Quartz.
At the present time, Triton is the only company that has achieved any sort of brand recognition and the importance of that is evident in the amount of showers that have been sold by Triton. A primary reason that the Aqualisa Quartz hasn’t sold well is because consumers aren’t aware of the product. As the ad campaign progresses, consumers will become more able to identify the Aqualisa name with quality, reliability, and style. As consumers become aware of this, many will begin to ask for Aqualisa by name which will boost not only Aqualisa Quartz sales, but all Aqualisa shower sales. An important aspect of this marketing strategy is to get the Quartz to be recognized among plumbers as the best shower available by forcing plumbers to install them.
2. The €3-4 million ad campaign should specifically target people who are getting new showers.
Forty percent of households in the U.K. do not own any type of shower due to several challenges, most of which are addressed by the Quartz. We assume that 50% of non- owners have the financial means to purchase a premium shower. This group represents 20% of all households in the U.K., and is a sizeable pool of potential customers. Rawlinson should develop a value proposition based on the needs of this group. The benefits of ...