kjhas The Aqualisa Quartz shower should continue to be targeted at plumbers through an aggressive marketing campaign. Rather than shifting marketing strategies to directly target consumers, Do-It-Yourselfers or developers, Aqualisa should continue to focus on the segment of the market that dominates the U.K shower market. 54% of all showers are installed by plumbers in the U.K. (Exhibit 5) and during those installations only 27% of the time does the consumer select the type and brand of shower (Exhibit 4).
The U.K. plumbers have several problems that the Quartz can remedy. First, a typical shower installation takes two days, and the plumbers can only install 40-50 showers per year. Additionally, plumbers encounter additional costs for materials and excavation that have to be passed on to the consumers. Quartz alleviates both of these problems with simple installs (requiring only a quarter of the time for installation) and requires no excavation or additional materials. Yet......

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