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1/10

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Causes for Current Marketing Failure

Developers view the Aqualisa brand as too high-end.

Plumbers have a distrust of innovation specially if itinvolves electronics because of earlier setback in 1980.

Consumers are generally uninformed about showers.

Aqualisas twenty-person sales force is too small and toonarrowly focused.(90% is maintaining /servicing exitingcustomers:Developers,Tradeshops,showrooms etc.)

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3/10

Goals

Raise the awareness in consumers,developers,plumbersand DIY

Eliminate the distrust of plumbers

Raise the awareness in consumers in the premium andstandard and value segments

Improve the performance of the Aqualisa sales force byincreasing the strength and more focused on new product.

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4/10

Marketing Strategy & Efforts

Initially a marketing strategy that targets a particularmarket segment

Adjust the strategy subsequently to capture a larger

market share.

Hiring and education of additional sales representatives

The commitment by the sales force to spend at least

thirty percent of their efforts on pursuing new salesaccounts

The marketing effort should also leverage the strongbrand recognition of Aqualisa products while building the

marketing plan for the new shower product

.

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5/10

Marketing of Quartz Shower - Developer

Brand Quartz Shower under Shower Max brandname as it more popular and established

Aqualisa sales force to educate developers aboutperformance, style, service, and ease of installationof Quartz Shower

Aqualisa sales force to educate retailers at specialist

contract outlets about the features of QuartzShower

Weekly/Fortnightly advertise in trade publications theproduct features of Quartz Shower.

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6/10

Marketing of Quartz Shower -Plumbers

Market Quartz Shower under the Aqualisa brandname (React favorably to Aqualisa)

Aqualisa sales force to educate plumbers about theinstallation ease of Quartz Shower

Distribute brochures/booklet to plumbers containingtestimonials about how easily one can install QuartzShower

Publish in plumbing trade publications testimonialsabout how easily one can install Quartz Shower andif possible conduct a workshop in Apprentice school.

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7/10

Marketing of Quartz Shower Premium

Consumer Continue to market to showroom consultants

Quartz Shower under the Aqualisa brand name

Aqualisa sales force to educate showroomconsultants about the performance, style, service,and installation ease of uartz Shower; and

Periodically advertise in showroom trade

publications the aforementioned product features ofQuartz Shower.

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Toward Standard Segment Consumers

Market Quartz Shower under Aqualisa brandname;

Some partnership for a specific period withretailers to educate consumers about theperformance, style, and service ,installation easeand labor cost savings of Quartz Shower;

Periodically advertise in consumer periodicalsthe product features of Quartz Shower.

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9/10

Toward Value Segment & DIY Consumers

Market Quartz Shower under Gainsborough brandname

Some contract with retailers to educate consumersabout the performance, style, service ,installation ease& labor cost savings associated with Quartz Shower

Offer a manufacturers rebate to purchasers of Quartz

Shower Advertise in consumer periodicals the product features

associated with Quartz Shower.

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10/10

If Aqualisa does so, Quartz Shower will have increasedsales in all segments of the shower market.Nonetheless, there are risks:

a) Quartz Shower may cut sales in some ofAqualisas other products

b) potential shower purchasers may purchase QuartzShower under the lower priced Gainsborough brand andnot under the higher priced ShowerMax and Aqualisabrands.

These risks, however, are worth taking in light of thesignificant margins generated by Quartz Shower and thedistinctiveness of the distribution channels in the shower

market.