Valerie Klim
Marketing – Quartz Case

From the information presented it is evident that Aqualisa Quartz is a niche product. Depending on the segment of the market, I would propose different strategies for marketing.
Plumbers are understood to only recommend products that they know well. It is also the case that the community of plumbers is very tight knit and information spreads quickly amoungst them. For this reason the best strategy targeted at plumbers would be to captivate their attention with a strong marketing campaign. Retail stores on the other hand want a product that will stand out as attractive in the storeroom. By targeting retail stores with these products the stores will be readily willing to market these products on behalf of Quartz. My specifically targeting plumbers and retail stores, the third component the customer, will in turn be targeted indirectly. Consumers know very little about plumbing and rely heavily on the advice of professionals when making a decision on which shower to purchase. Based on the data, directly targeting plumbers and retail stores will gain a predominant share of the shower market.
Quartz should focus on marketing the product as easy to install and aesthetically pleasing. It could also very easily be marketed as a new product since the functionality and design is new to the market. Keeping the price as it is will be the best plan as that will allow the financing of a very intense marketing strategy aimed at retailers and show