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Aqualiza Quartz

In: Business and Management

Submitted By bojank
Words 2110
Pages 9
[->0]
AQUALISA QUARTZ
IVANTORRECILLA[->1] Feb 5, 2011
Buenos días, ¿cómo va eso? Cuelgo mis comentarios respecto a este caso, es muy interesante. Me gustan los casos de este hombre. A ver si me apaño.
[->2]
IVANTORRECILLA[->3] Feb 5, 2011 http://pdd-b-11-equipoiii.wikispaces.com/file/detail/AQUALISA+QUARTZ.xls [->4] jrmp[->5] Feb 5, 2011
Os paso mi análisis del caso.

2.1. ¿CUÁL ES LA PROPUESTA DE VALOR PARA LOS FONTANEROS? ¿Y PARA LOS CONSUMIDORES?
La propuesta de valor para los fontaneros es una simplificación del proceso de instalación. Pero esto tiene una serie de inconvenientes:
- Los maestros fontaneros son trabajadores cualificados. Simplificar la instalación va en detrimento de su papel en el proceso de instalación.
- Muchos usuarios pueden plantearse instalarla ellos mismos.
- Reduce el trabajo de 2 días a medio día. Por cada ducha convencional cobran 16x60 = 960 euros de media. Con la Quartz cobran la cuarta parte 240 euros.
- Para mantener el nivel de ingresos tienen que instalar cuatro veces más de duchas, pasan de 40-50 a 160-200 al año.

Por otro lado, para el consumidor sí es un producto muy atractivo, por varios motivos:
- Diseño, calidad, mejoras
- Instalación sencilla que muchos de ellos pueden hacer.

2.2. ¿POR QUÉ LA DUCHA AQUALISA QUARTZ NO SE ESTÁ VENDIENDO?
Aparentemente, los fontaneros no tienen ningún incentivo para recomendar la Quartz.
Según el anexo 4, el fontanero influye en el 73% de las ventas de ducha.
La Quartz sólo se instala cuando el consumidor se empeña por encima de la opinión del fontanero y eso sólo ocurre generalmente con las duchas de reposición, que según el anexo 3 representan el 44% de las instalaciones
Los fontaneros están por tanto haciendo que la Quartz sólo tenga posibilidades de instalarse en un 27%*44% = 12% de los lugares donde podría hacerse potencialmente. Esto encaja con que se vendan a diario 15 cuando podría esperarse ventas de 100-200.

2.3. ¿ES QUARTZ UN PRODUCTO NICHO O PARA TODO EL MERCADO?
Es un producto para el segmento de precio alto, y parte del mercado de precio estándar (el que necesita bomba de refuerzo).

2.4. ¿QUÉ TENDÍA QUE HACER RAWLINSON PARA QUE QUARTZ MEJORARA SUS RESULTADOS? ¿QUÉ OPINAS DE DIRIGIRSE DIRECTAMENTE AL CONSUMIDOR FINAL? ¿Y A LOS PROMOTORES? ¿DEBERÍAN BAJAR EL PRECIO? ¿O HACER ALGO COMPLETAMENTE DIFERENTE?
La barrera son los fontaneros, están muy desincentivados hacia la Quartz.

Posibles soluciones:
1. Margen muy alto para fontaneros --> no parece muy factible porque ellos no son el canal de venta natural
2. Venta directa al consumidor, puenteando al fontanero, puede hacer por venta por internet o a través de tiendas de bricolaje
3. Venta directa al promotor, hay que jugar con el ahorro en costes del fontanero. Según el anexo 8, el PVF es de 575. La alternativa es la Showermax, que se vende por unos 300. El ahorro en mano de obra es de 960-240 = 720, suficiente para cubrir el precio más caro de la ducha.

El inconveniente de ambas soluciones (2 y 3)es que desincentivan al canal más importante que son los mayoristas (a los que compran los fontaneros o los promotores), ya que por cada venta de Quartz se pierde una venta de ducha tradicional. Las ventas a través del mayorista son al menos el 74% de las ventas de acuerdo al anexo 5 (54% + 20%). Además, esta estrategia canibaliza las ventas de otros productos nuestros.

Creo que el error es hacer que la Quartz compita con el resto de productos tradicionales, ya que lo están ofreciendo como un sustitutivo.

La única opción que veo viable es venderlo como parte del segmento de precio alto, donde la tienda especializada y el consumidor final son determinantes en la venta, más que el fontanero. Podrían incluso enriquecer aún más el producto con diseño o mejores materiales, ya que cuentan con el margen de ahorro de horas de fontanero (deberían aprovechar esto en la publicidad).

Pueden tratar también de enganchar a los promotores con el argumento de ahorro en coste de mano de obra de instalación, pero sin devaluar el producto. A los promotores les puede interesar ofrecer en sus promociones un producto de segmento superior si no supone coste adicional.

Según la figura A, no tienen cubierta la gama alta de mezcladores y alta presión. Ese sería el lugar natural de la Quartz.

Podría interesarles incluso exportar más las marcas que tienen, posicionando la de mayor reputación como gama cara, o crear una específica.

En resumen, la única salida que veo es asumir que vamos a vender menos unidades pero mucho más caras. Aumentamos el margen unitario, podemos, no son tan caras de fabricar (estrategia de descremar). Si el mercado evoluciona de tal manera que ese tipo de ducha se impone, llevamos delantera tecnologica y tenemos márgenes para vender más barato (y más unidades) cuando sea necesario.
[->6]
teresagb[->7] Feb 5, 2011
Iván, te estoy mandando los correos pero creo que no los recibes. Los mando a esta dirección sikecu@gmail.com[->8] ¿Está bien?
Así lo he visto yo:
1.- PROPUESTA DE VALOR PARA FONTANEROS Y CONSUMIDORES:
FONTANEROS:
· Fácil instalación.
Lo demás para los fontaneros es negativo:
- les reduce los días de instalación a la cuarta parte (y aquí es donde ganan más dinero).
- la instalación la puede hacer el propio consumidor o aprendices de fontanero (pierden muchas oportunidades de trabajo)-
- son profesionales muy reticentes a los productos que supongan una innovación tecnológica, y éste lo es.

CONSUMIDORES: cumple todas su expectativas:
- producto de calidad.
- aspecto.
- se acabaron los problemas de caudal y regulación de la temperatura.
- fácil uso (incluso para niños y ancianos).
- instalación fácil, discreta y aplicable a cualquier baño.
- reduce considerablemente el coste (horas del fontanero y no hace falta albañil), tiempo, y "engorro" de la instalación pues no hay que hacer obra.
- Me lo puedo instalar yo mismo o si lo hace un profesional no tendré que esperar tanto tiempo para que me lo hagan.
Para el consumidor es un producto perfecto, el único inconveniente es que está posicionado en el segmento alto.

2.- ¿POR QUÉ NO SE VENDE QUARTZ?
Por dos motivos:
- el más importante es porque el 73% de las ventas de duchas vienen condicionadas por le elección del fontanero y para el fontanero Quartz es una amenaza (por todos los motivos explicados en la pregunta 1).

- Porque está posicionado en el segmento alto y el mercado del segmento alto solo supone el 8% (que son los que van a las tiendas especializadas y se dejan asesorar por su personal).

3.- ¿ES QUARTZ PRODUCTO DE NICHO O PARA TODO EL MERCADO?
Según me ha parecido a mí es un producto para todo el mercado, salvo para el segmento de precio económico pues cumple las expectativas del cliente a todos los niveles, el problema es el precio que le pongas y el canal que utilices.

4.- ¿QUE HACER PARA MEJORAR LOS RESULTADOS?
Tengo que aprovechar la diferenciación tecnológica de mi producto antes de que la copie la competencia:
Como hemos dicho el mayor problema son los fontaneros (que deciden el 73% de las ventas), para hacerles partícipes de mi producto tendría que incentivarles económicamente para paliar la pérdida de ingresos que tienen con Quartz (dejándoles un margen sobre el producto importante).
Quizás esta sería mi primera estrategia a seguir a corto plazo, pues es una manera de llegar al consumidor quizás más eficaz que una campaña de publicidad. Más adelante, cuando el producto ya sea conocido, iría reduciendo el incentivo al fontanero pues el consumidor decidirá el producto que quiere comprar.
Con respecto a las promotoras, coincido con Juanra en bajarles ligeramente el precio, haciéndoles ver que el ahorro que van a conseguir en horas de fontanero y albañil les compensará con creces conprando un producto más caro. Y además ponen un producto de calidad. creo que deberían bajar algo el precio (márgenes del 275-345 me parecen excesivos), para no posicionarse tanto en el segmento alto sino en un intermedio entre el alto y el standard.
El verdadero problema que yo veo es que compite claramente con otros productos de la compañía, entre ellos el de mi producto estrella, se canibalizarían las ventas con lo que no consegriríamos aumentar la cuota de mercado.
En este caso sería más apropiado quedarme en el segmento alto y vender pocas unidades pero con mucho margen (descremar), pero sería necesario crearme una imagen de marca innovadora para cuando se me acabe el chollo de Quartz tener otros nuevos productos innovadores preparados para salir al mercado que me garanticen el futuro.
[->9]
JAGYT[->10] Feb 5, 2011
Ahí va lo mío. Acabo de ver, al leer lo vuestro que soy muy poco original...

¿CUAL ES LA PROPUESTA DE VALOR PARA LOS FONTANEROS?¿Y PARA LOS CONSUMIDORES?
Para los fontaneros el producto producirá ahorro de tiempo y posibilidad de atender más clientes, pero ¿es esto valor? Su beneficio reside en las horas de trabajo, no realmente en las ventas de equipos
Los consumidores recibirán la mayoría de las ventajas: comodidad, menor molestia de instalación,…
¿POR QUE LA DUCHA NO SE ESTÁ VENDIENDO?
Porque han empleado el canal que no reconoce las ventajas y se muestra reticente al cambio de tecnología
¿ES QUARTZ UN PRODUCTO DE NICHO, O PARA TODO EL MERCADO?
NO es un producto de nicho, porque no se ha desarrollado para cubrir las necesidades de una minoría. Cualquiera puede beneficiarse de las ventajas de Quartz. Ahora bien, su precio es muy alto, demasiado alto.
¿QUE TENDRÍAN QUE HACER PARA QUE QUARTZ MEJORARA SUS RESULTADOS?
Necesitan venderlo y para ello deben hacer que el consumidor lo conozca, o ofrecerlo con grandes descuentos a los fontaneros
¿QUE OPINAS ACERCA DE DIRIGIRSE DIRECTAMENTE A UN CONSUMIDOR FINAL?
Parece que, por la forma en que se suelen vender estos equipos, el consumidor no sabe lo que cuestan estos aparatos, sino que es información que se reservan los fontaneros. No tengo claro que los fontaneros acepten que una parte más importante de su factura sea para el fabricante de los grifos y no para ellos en forma de mano de obra
¿Y A LOS PROMOTORES?
Los promotores pueden aprovecharse de la ventaja de ahorro en costes de instalación más que nadie. Parece buena opción para penetrar el mercado.
¿DEBERIAN BAJAR EL PRECIO?
No les quedará otro remedio salvo si deciden abordan el mercado de promotores
¿O HACER ALGO COMPLETAMENTE DIFERENTE?
Ya, pero ¿Qué?
SE ME OCURRE ALGUNA MADAD NO PROPIA DE ESTE ELEGANTE FORO...
[->11]
paloma.llorente[->12] Feb 7, 2011
Hola a todos,

VALOR FONTANEROS
· más tiempo, disminución de la lista de esperá de clientes
· más fiabilidad
· facilidad de instalación, lo que cambia el perfil del instalador y disminuye la curva de aprendizaje de los mismos
· como es a precio cerrado pueden jugar con el precio / hora

VENTAJA CONSUMIDORES
· facil de instalar
· más presión, mejor regulación temperatura
· comodidad, fiabilidad, seguridad y diseño

PORQUE NO VENDE
· No han encontrado el canal adecuado

· Fontaneros reticentes por prejuicios en cuanto a la electrónica

· Bricolaje / promotores, no ven el valor diferenciados y no aprecían el que sea más caro porque es mejor

· público en general, desconocimiento de las ventajas del producto

· reticencias en nuestras propia fuerza de ventas

NICHO O MERCADO
· Para mi mercado. Hay que lograr entrar e ir posicionandose y luego incrementar el tipo de productos y complementos. Hacer Marca.

PUNTO 4
· Centrarse a corto en mayoristas y fontaneros

· estrategia a largo conseguir tener MARCA

· No bajar precio, es un producto mejor, innovador y tiene que diferenciarse

· Para centrarse en el fontanero hacer demos, pagar la primera instalación para que vean que es facil y se enganchen, enumerarle las ventajas tangibles. Al ser a precio cerrado pueden jugar con el precio hora, tienen más clientes,.....

RESUMIENDO

Centrarse en la generación de la demanda, en concreto en las actividades para persuadir al cliente objetivo y en garantizar el cierre de la venta.

Hacer distribución selectiva (tiendas especializadas (que no suponen un esfuerzo adicional) y mayoristas / fontaneros)

Mantener las distintas submarcas en una distribución intensiva

[->0] - http://www.wikispaces.com/user/view/IVANTORRECILLA
[->1] - http://www.wikispaces.com/user/view/IVANTORRECILLA
[->2] - http://www.wikispaces.com/user/view/IVANTORRECILLA
[->3] - http://www.wikispaces.com/user/view/IVANTORRECILLA
[->4] - http://www.wikispaces.com/user/view/jrmp
[->5] - http://www.wikispaces.com/user/view/jrmp
[->6] - http://www.wikispaces.com/user/view/teresagb
[->7] - http://www.wikispaces.com/user/view/teresagb
[->8] - mailto:sikecu@gmail.com
[->9] - http://www.wikispaces.com/user/view/JAGYT
[->10] - http://www.wikispaces.com/user/view/JAGYT
[->11] - http://www.wikispaces.com/user/view/paloma.llorente
[->12] - http://www.wikispaces.com/user/view/paloma.llorente

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...CheckPoint: Metamorphic Rocks Metamorphism occurs when there is a mineralogical, textural, chemical, and structural change in rocks that happens when rocks are exposed to high temperatures and pressures. Metamorphic rocks originate from beneath the earth’s continental curst and above the earth’s mantel (Murck, Skinner, Mackenzie, 2008). This is where the per-exiting rocks are exposed to high temperature and pressure which spaces and forms them into metamorphic rocks. Formation of metamorphic rocks is influenced by the amount of time and at the rate high pressures and temperatures are applied to the rocks, and by the presence or absence of liquid. When rocks are subjected to high temperature some of its minerals began to recrystallize or involve chemical reactions that develop new minerals, however the composition of the rocks does not change (Murck, el at., 2008). As the temperature grade level of the metamorphism rises, new minerals began to form or at higher grade level the minerals disappear again (Murck, el at., 2008). The open space in rocks and sediments are called pores, and are usually filled with water or gas fluids. Fluids in pores expedite chemical reactions in metamorphism process, but if pore fluids are not present or are in small amounts the metamorphism process are much slower. Pore spaces are decreased when pressure builds and the fluid is pushed out of the rock, the fluid that is pushed out is often contain dissolved minerals, which can be absorbed...

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Metamorphic Rocks

...you find metamorphic rocks at the surface of the earth, that means that either a lot of rock has eroded, exposing the rocks that were once much deeper in the crust, or there has been some really significant fault movement that has brought the rocks from deep in the crust toward the surface. Metamorphic rocks are formed from Igneous or sedimentary or both type of rocks due to excessive heat. The rocks first change their shape and size and then due to pressure, they become metamorphic rocks, Most metamorphic rock classification schemes first separate the rocks into two textural categories; those that are layered (or foliated), and those that are not. foliated rocks are crudely layered like slate non-foliated rocks are more crystalline like quartz. Non-foliated metamorphic rocks do not have a platy or sheet-like structure. There are several ways that non-foliated rocks can be produced. Reference...

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Mass Wating

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Figurative Language In The Glass Castle

...Her anticipation for some sense of protection can be represented by the geodes that were given to her by Jeannette. For Jeannette, her geodes were beautiful, valuable objects. “From the outside, geodes looked like boring round rocks, but when you broke them open with a chisel and hammer, the insides were hollow, like a cave, and the walls were covered with glittering white quartz crystals or sparkling purple amethysts” (Walls 60). Not only can these rocks symbolize Jeannette’s own self, but in the same fashion, can be examined further and explained in more depth. The most compelling evidence when analyzed, is her choice for choosing quartz and amethyst in her description of the geode. Many people use quartz to protect and heal themselves and other people; the rock is said to absorb negative energy and purify the area around it. Amethyst, on the other hand, guards against drunkenness and instills a sober mind as well as protect from poison. By giving Maureen the rocks, Jeanette anticipated that her sister would be protected from her father’s alcoholic episodes, violence that arose, and would be able to heal every wound that the stress of a broken home caused. Maureen had a small reminder of her sister, but was also being shielded from...

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