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Unformatted text preview: Cunsumers Mixer Shower(pound) Power Shower(pound) channel of distribution Value Proposition Value(Real consumers = plumbers) Aquavalve - 390(Retail) Aquastream Manual - 480(Retail) Convenience (No excavation) Price Recommendation or selection of plumber Electric Shower(pound) Gainsborough - 95(Retail) Rely on independent plumber (73% [Exhibit4]): tradeshops or plumbers' mercha Installation for C [E5 Mixeronly] Others Quartz can be… (value proposition) But High Price ($ So…Target Market Propositioning Convenience(install 1/2day) By Independent Plumber(54%) Customer for House Bathtub(74%) Doubt to the electrical technology(plumbers) Standard (Real consumers = plumbers) Gainsborough - 155(Retail) Aquavalve 609 - 715(Retail) Aquastream Thermostatic - 670(Retail) lumber (73% [Exhibit4]): tradeshops or plumbers' merchants Performance Service ommendation or selection of plumber Premium Aquastyle - 230(Retail) Mixer Shower with booster pumps Shopping in showrooms High performance & service Style (design) Own choice : subcontracting with contractors and independent plumbers By Independent Plumber(54%) By showroom(20%) Customer for House Bathtub(74%) Convenience(install 1/2day) High performance(innovative) Features(One-touch, remotecontrol) ubt to the electrical technology(plumbers) TARGET MARKET showroom (Developers for luxurious place are profitable because can buy the Quartzs in a large volume. However, there significant time lag before showers would reach consu Therefore, the target market for direct premium consu is very important especially for beginning years.) Guarantee of high service (For the breakdowns or electrical problems) more specified affordable consumers : home with disabled, children and the elder A sizable DIY market Design is not matter (bulky and unattractive) So Electric shower mostly Shopping in large retails Price Own choice Large retail outlets (B&Q) Buy and do it own A significant Property Developer market High pressure in new homes so pressure not a problem Showermix with Aquavalve specialist contract outlet p3 Price(No need for premium) Own choice and having independent plumbers Convenient(Easy to Install) Reliable, nice-looking products working in many settings By independent plumbers for developer's choice cf) 20%(Developer Installation by New Home Build) 6%(Commercial Installatio Convenience(install 1/2day) Reliability Design High Price High Price e are profitable because they volume. However, there is wers would reach consumers. or direct premium consumers r beginning years.) ical problems) onsumers and the elder A significant Property Developer market pressure in new homes so pressure not a problem (Luxury builders) g products working in many settings ng independent plumbers y independent plumbers for developer's choice r Installation by New Home Build) 6%(Commercial Installation) Reliability Design High Performance TARGET MARKET Like Specialist Contract Outlet Make a luxury outlet for developers : cheaper than retail price(Not 50% discount, just x% discount for developers buy much) : for specific need (Luxurious Hotel and Appartments, the premium place for disabled, children, elders such as hospital, luxurious healthclub or sauna, etc) : Customized Design (As its order will be in big volume) Guarantee of high service (For the breakdowns or electrical problems) Category Hot water Supply? Convenience Disadvantage1 Disadvantage2 Installation Core product Electric Showers No(No Boiler) so adapting all water system For Small bathrooms Visible Bulky Box on the wall Poor water flow 'cause flow limited by needed energy amount for heating water Easy Installing: DIY (in a day) Landlord&apt dwellers love it! For this two Mostly under separate brand name : Gainsborough (units/year) Gainsborough Aqualisa Core Product Electric Showers 180000 6000 Question1) Quartz is in the category of Thermostatic Mixer Shower. Then it should replace the Aquavalve 609 for sa For Every category for premium as Aquastyle. Quartz can be attractive to premium price customers. They a the Aquavalve 609 is too powerful for Aqualisa to give up THIS PRODUCT! It is the number one selling pro benefit are huge, it is uncertain for Aqualisa whether Quartz can be a core product. Or because of the failur companies with Thermostatic Mixer Shower. (-> Segmentation not by category, but by customers(Value, S Mixer Shower(Thermostatic) Automatically control temperature Mixer Shower(Manual) Both hot & cold User manually find right temperature To install means excavating the bathroom wall (2-day job) If user wants boost water pressure, additional booster pump ($350~$600) The Aquavalve 609 (with Aquaforce booster pump) Mixer Shower(Thermostatic) Mixer Shower(Manual) 20500 94000 The Aquavalve 609 : About 60000 Shower. Then it should replace the Aquavalve 609 for sales? In my opinion, it can target Premium as a substitute artz can be attractive to premium price customers. They are willing to buy it. However, if Quartz tries to be in MST, give up THIS PRODUCT! It is the number one selling product of Aqualisa. Even if the innovation and new mover er Quartz can be a core product. Or because of the failure of Quartz, Aqualisa can be beaten by other egmentation not by category, but by customers(Value, Standard, Premium) ) Power Shower Both hot & cold single combination, 18L/min Bulky Box on the wall Less reliable than mixer shower and booster pump combination Aquastream Thermostatic Power Shower 3000 22000 The Aquastream Thermostatic : About 20000 arget Premium as a substitute er, if Quartz tries to be in MST, he innovation and new mover be beaten by other Distribution (Aqualisa) DIY Sheds % Electric % Mixer % Power % Total 550000 50% 80000 14.55 20000 13% 650000 36% (only for showroom: H) Value High-end Products Ambiance 3000 70% (2100) 2000 25% (500) 3% 12% 85% Showrooms 55000 5% 70000 48% 20000 14% 145000 8% 13% 13% % 5% plumber's merchants Trade Shops or 330000 39% 400000 48% 110000 13% 840000 Total stores Aqualisa 40% % Total 30% 1100000 73% 73% 550000 150000 Other(Electrical wholesalers) 165000 15% 47% 1800000 Marketshare : Volume Marketshare : Sales or Profit ...
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This note was uploaded on 04/18/2010 for the course BUSINESS 231 taught by Professor Steven during the Spring '10 term at 카이스트, 한국과학기술원.
- Spring '10