Memo
To: Harry Rawlinson
From: The A+ Marketing Team, Inc.
CC: Chris Allen
Date: February 20, 2006
Re: Aqualisa Quartz
Mr Rawlinson, following our study of the Quartz case we release the following recommendation: Focus efforts on finding new customers through the channels, recommendation vary depending on the channel.
Independent Plumbers
Recommendation: For the plumbers loyal to another brand, focus on those with Apprentice. We can do this by emphasizing the ease of installing the Quartz. It is only a half-day process, and it can easily be done by the apprentice and without supervision.
For the plumbers loyal to our brand, argue the simplicity and emphasize time saving as this means money for them. (Appendix 1)
Rationale: Plumbers are very reluctant to switching brand, therefore the benefits have to be very high (more money and autonomy of the apprentice). Apprentices are the plumbers of the future. We want to establish brand identity and brand loyalty for Aqualisa. Customers have few influence on the choice of the shower so we focus on plumbers (appendix 2)
Showrooms Channel
Recommendation: In this channel, Aqualiza should focus its efforts on penetration. No particular sales efforts have to be made and a premium price can be set. Two people from the sale force will focus on new customer retention to reach 75% of penetration within two years. (20,250 showers/year)
Rationale: The Quartz is a big success in the showrooms but Aqualiza has currently only 25% of penetration. This channel is of huge interest to because it fits the premium appearance of the brand, and the time to reach customer is very short.
Customers are from the Premium segment, looking for high performance and ready to pay a ...