Essay Aqualisa Quartz: Case Study

This report assesses the potential internalisation of Vitel Water’s prill beads into either the Vanuatu or Kiribati markets. Clean drinking water is scarce in both nations but they offer different advantages and risks. The purpose of this report is to assess the best market fit for the product.

Marketing is challenging for Wilkerson because they are no longer holding a competitive advantage in the valve product line, nor are they price leaders in the pump line.

The purpose of this study is to explore three companies by focusing on how the brands have been performing as well as what the customers and other stakeholders are saying about the different brands. This study will also summarize the strategic issues that the companies and those they are likely to experience in future.

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

In 1992, sales units in faucet mounts are 3 times more than those in pitchers. It seems that Brita had tried to take the market share from faucet mounts system at first. They might struggle to inform customer with pitcher system’s benefits, so they could be known as a consideration set. And after that, as people’s needs for purified water were growing, they could enlarge their market.

This paper will incorporate my opinion of why customers buy Fiji Bottled Water. I will utilize the three levels of product including the core benefit, actual product and augmented product. Lastly, I will give my suggestions on which brand development strategies make the most sense for Fiji.

Rose quartz is a mineral composed of oxygen and silicon with the chemical formula SiO2. It is a 7 on Mohs scale of hardness just like any other quartz.Its central gravity is 2.63-2.65. Rose quartz transparency is translucent to transparent. Rose quartz has a vitreous luster and its mineral class is quartz.It is the most abundant mineral found on earth mostly found in the earth's crust.(https://www.crystalvaults.com/crystal-encyclopedia/rose-quartz)

Second recommendation is to collaborate with other brands. In order to increase sales and expand not only premium market, but also mass market without undermining brand value, there are two options to target different consumers. One is to collaborate with Superdry, which is a young and fashionable brand with great reputation. Consumers are able to smell the partner perfume in Superdry’s shop and make purchase if they are interested in. Another is to collaborate with five-star hotels. There are many kinds of bath

In 2000, Unilever decided to reduce 1,600 brands down to 400 and then select a small number of them to serve as “Masterbrands”. One of the reasons to have fewer brands is to decrease control issues. It is harder to manage so many brands, especially when each one has its own particularities. As Deighton pointed, Unilever’s brand portfolio had grown in a relatively laissez-faire manner. In other words, the company’s brands were created without large interference.

Purchase selection of premium customers was influenced by style and looks of the shower. These customers shopped in showrooms so we should focus on getting Quartz shower in showroom. Showrooms also offered installation services by subcontracting with contractors and independent plumbers. This will also get the attention of plumbers to Quartz. Only 25% of about 2000 showroom showcased Aqualisa’s product range. We should also focus on increasing this number to increase market penetration.

Coracle, being a new brand should first adopt a push strategy since there is low brand loyalty and low brand awareness. This will generate exposure and encourage distributors to stock up on Coracle. Only 25% of consumers understand and use clarifiers regularly. This shows that there is low involvement in purchasing decision and perhaps an impulse item as a residential clarifier. And thus a push strategy is a good way to promote the product. However, since product benefits are not well understood by consumers, Soren can also adopt a pull strategy in communicating the actual value of Coracle, and let consumers know about the annual EVC rather than unit cost. It is hard to promote Coracle to the distributors since they understand that low annual cost of Coracle comes

A lack of experience in business-to-consumer marketing is apparent in Soren’s current communications to end-users. This market, unlike the market for commercial-use chemicals, emphasizes the use of clarifiers to ensure “perceived cleanliness” and clarity of water. The consumer market also appears to be minimally price-sensitive, as communications regarding annual savings are relatively ineffective in increasing sales of Coracle. Soren’s marketing efforts in the first half do not fall in line with the demands of their new customer. A pull strategy would involve adjusting communications to speak more directly to the very different concerns that pool owners and service

Opportunities: Sustainable development is a major issue been concerned by us. In Australia, water scarcity is one of the major issue. Bluescope Water was established in 2004 in anticipation of increased water scarcity by developed and released a range of products, rainwater tanks, to ease the pressure of water resources. These new brands will bring great economic and social benefits.China, Russian Economic and Middle East steel demands remain strong thus global steel prices keep high. These make good opportunity for Bluescope to earn profit at international market.

However, this strategy also has some disadvantages that may hurt the company’s development: The first is the fierce competition between these brands. And it is important to note that using this strategy means facing higher risks. Cost control is another big problem. Obviously, the more brands there are to manage, the higher the costs. For this reason, many prudent companies prefer brand extension over multi-brand management.

In terms of brand value this is very useful information, which uses facts to show the positive consumer reputation and awareness. “The first brand mentioned is a good indicator of current usage”, which implies that the majority of these participants buys Evian water, and therefore it has brand preference (Elliott and Percy, 2007). I think this is due in a part to consumer loyalty, and brand trust that has been built over a large period of time.