1.Situation analysis
a. Customers
The segmentation of Aqualisa consumers has tended to fall in three different levels:
? Premium: as in those people that typically buy in showrooms, taking for granted high performance and service, and by that their selection was determined by the style of the shower.
? Standard: Consumers in this segment relied on emphasizing performance and service.
? Value: In this segment consumers were concerned with the convenience and price of the product.
b. Channels of distribution
? Trade shops: The primary customer of this distribution channel are plumbers that work directly for developers, contractors, or directly for consumers. The Aqualisa brand was available in 40% of all trade shops. The customers of trade shops are very sensitive when it comes to interaction with the seller, they do not search for tech advice, rather reliable product availability. All three types of showers (electric, mixer, power) are sold in large quantities thorough this channel.
? Showrooms: The purpose of the showrooms is to provide service to consumers that are positioned on a scale that allows them to interact with the «consultants» of showrooms that guide them thorough selection of a bathroom that fits their desires. The shower is already installed in an artificial household environment that provides the customer a sort of a virtual reality so they can easily decide which product to buy. Electric and Mixer showers are the most popular among customers.
? DIY sheds: These retail outlets offer mass ? market, do-it-yourself, and most importantly products that are on discount. Electric showers have the dominant role in this channel regarding sales of showers. Electric showers are the most preferred product in the D ...