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Purpose and Issues
Purpose To revise the marketing strategy for the new Aqualisa Quartz shower, following poor initial take-up of the offer “Everything . . . tells me this is a breakthrough product. My worry is we’ll miss the opportunity.” Issues The Quartz is an innovative product that has brought improved functionality and ease of installation. However, plumbers are the primary route for shower purchases and this does not align with plumbers perceptions of values, because

The very fact that it is a new product hinders take-up as plumbers are conservative The improved functionality is based on digital technology; plumbers are wary of this following previous bad experiences The reduced installation time translates into reduced revenue during the install for the plumber Change the behaviour of plumbers and encourage them to try the product, without cannibalising existing sales to plumbers; or Change the way end-users buy showers, reducing their dependency on plumbers by marketing directly to them 2

Because of this, the marketing plan needs either to

Purpose and Issues
Purpose To revise the marketing strategy for the new Aqualisa Quartz shower, following poor initial take-up of the offer “Everything . . . tells me this is a breakthrough product. My worry is we’ll miss the opportunity.” Issues The Quartz is an innovative product that has brought improved functionality and ease of installation. However, plumbers are the primary route for shower purchases and this does not align with plumbers perceptions of values, because

The very fact that it is a new product hinders take-up as plumbers are conservative The improved functionality is based on digital technology; plumbers are wary of this following previous bad experiences The reduced installation time translates into reduced revenue during the install for the plumber Change the behaviour of plumbers

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