The Problem: Why Aqualisa Quartz was not selling even with high quality‚ strong functions‚ innovatory technology and is easy to install‚ use and design? This means‚ they have got "the right product" but not "the right vision". Alternatives: Targeting Consumers Directly -Maximum competitive advantage as a breakthrough product -Skip the plumbers channel in a way‚ at least affect consumers’ choice less -Once brand loyalty is built‚ maintaining the relationship is not as expensive as if build
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Aqualisa Quartz Group Case Presentation Problem The plumbing system in the United Kingdom is very inconsistent due to the varying age of the buildings making shower temperature and pressure challenging to control. Aqualisa designed the Quartz system to address these issues by integrating an electronic controller into the plumbing of the shower unit. After development and field testing‚ most believed this would take over the market and propel Aqualisa into a powerful position in the shower industry
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Umbrella Brands The 1980s witnessed a revolution in the understanding of the working of the brands. Marketers depict brands as a reflection of customers’ own personalities‚ so that they can relate to their products well. In fact the distinguishing aspect of the modern marketing has been its focus upon the creation of differentiated brands and using them as weapons for launching multi-level attacks on competition. Market research has been used to help identify and develop bases of brand differentiation
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MARKETING STRATEGY‚ BRAND‚ AND BRAND POSITIONING ANALYSIS RINSO : A CASE STUDY PAPER MARKETING MANAGEMENT AS A MID TEST ASSIGNMENT MEINAWATI‚ YE 51B‚ 29114877 | STATEMENT OF ORIGINALITY I hereby certify that I am the sole author of this paper and that no part of this paper has been published or submitted for publication. I certify that‚ to the best of my knowledge‚ my paper does not infringe upon anyone’s copyright nor violate any proprietary rights and that any ideas‚ techniques
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Introduction to Brand Strategy Introduction The objective of brand strategy is to support in developing the key elements of a brand strategy by guiding you through a defined process. Developing a powerful brand is both a strategic and a creative exercise that involves appraising every aspect of a business and how it needs to be experienced. It is important to remember that it all starts with your core market and customer insight. Understanding who your most valuable customer is‚ will always
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------------------------------------------------- Case 2 : Aqualisa Quartz : Simply a better shower 1. Executive summary Aqualisa launched an innovative shower in 2001‚ called the Quartz shower but the success wasn’t immediate. At present‚ the most important goal for Aqualisa company is to increase its new showers in terms of units and profit. But the main impediment is the lack of awareness about this brand from consumers and the reluctance from plumbers about adopting this shower. In order to cope that‚ the
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segmentation of Aqualisa Quartz is focusd on Independent plumbers (Plumbers who do not work for any company)‚ End user (Self installation -> 4‚745 pound to 15‚000 pound) around 13‚550‚000 people‚ End user (Middle income -> 15‚000 pound to 30‚000 pound) around 20‚600‚000 people‚ and at last End user (High income -> 30‚000 pound and above) around 5‚770‚000 people(http://en.wikipedia.org/wiki/Income_in_the_United_Kingdom). Targeting (Differentiation targeting) Aqualisa Quartz In
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Rebuilding the Brand Strategy of L’Oreal for Men in Mainland China Chao Li Dissertation 17 October‚ 2008 Declaration Student Agreement: I understand that the Oxford Brookes University has the non-exclusive right to electronically store‚ copy or translate my thesis/dissertation‚ in whole or in part‚ for the purpose of future preservation
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Brand Building Strategy Paper Presented By R.PRIYADHARSINI DR.K.SHYAMASUNDAR‚.B.E.‚M.B.A.‚ PH.D SENIOR LECTURER DIRECTOR PG DEPARTMENT OF BUSINESS PG DEPARTMENT OF BUSINESS ADMINISTRATION ADMINISTRATION MOHAMED SATHAK COLLEGE MOHAMED SATHAK COLLEGE OF ARTS AND SCIENCE OF ARTS AND SCIENCE (Affiliated to University of Madras) (Affiliated to University of Madras) pdgprabu@yahoo.co.in drshyamasundar_k@yahoo.co.in 9840033677
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The ericsson Brand Strategy January 15‚ 2010 agenda Introduction › Background › Objective › Our starting point Brand Strategy › Brand idea › Brand objectives 2009-10-21 BACKGROUND We live in truly exciting yet tough times › Leadership position in the industry › Led in the introduction of voice connectivity to the world › We are now doing the same with broadband › Taken some ground breaking deals...Sprint‚ Verizon... › Contributing to big world agendas 2009-10-21 Technological
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