Aqualisa
Problem:
The biggest problem with Aqualisa is its inability to reach the plumbers because they are reliable sources for consumers prior to choosing products.
Solution:
I personally believe the best solution for Aqualisa is to focus on plumbers as they are primary customers for trade shops, who account for most volume of sales in U.K shower market. They also work with developers, showrooms, contracts or directly to consumers, which clearly states that they play a major role in the distribution channel and reaching end consumers. As stated in the case, trade shops focus on right products that are in demand. If Aqualisa can train plumbers about Quartz, then demand for Quartz will be increased. As a result, trade shops have to stock up this product because plumbers are their primary customers. Secondly, showroom extends installation services by giving sub-contracts to contractors and independent plumbers. Once plumbers are aware about Quartz and ease of installation, they will automatically demand for Quartz emphasizing its low cost of installation. Plumbers also convince developers by suggesting about this new product. Lastly, consumers who take advice from plumbers for selecting type and brand of shower account to 28%. Hence, sales will automatically increase by getting plumbers to select Quartz product. This clearly states that plumbers have major market in selecting a shower product. So Aqualisa should look ways to reach to plumbers and make them feel loyal to the brand.
Implementation:
Aqualisa can reach and convince plumbers in following ways:
a) Training plumbers and developers: Aqualisa should invite plumbers and developers by conducting events all over the country by giving demonstration about new product and ease of installation. A total of 3 plumbers and 3 developers should be selected from each city which would cost about 300 pounds given 50 cities of U.K. The total cost