Marketing - Aqualisa Case

makes them add value to reputation of their brand. Their main strength is an ingenious

Advertising plays a huge role in why people buy what they buy. This paper will discuss the different techniques used by brands in order to appeal to the intended group they are targeting. Some brands try to appeal to the most amount of people possible. However, some brands have a specific niche of people they try to appeal to. McDonalds is an example of a brand that tries to appeal to everyone. It has a general message that everyone can get behind, and they market it correctly. This is why they are one of the biggest brands in existence. However, Gymshark is a brand that tries to appeal to a specific niche of people. Their goal is to be the next Nike. They try to appeal to athletic people, who workout very often. Their products are similar to Nike, but they are specifically

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

Safety showers were made to eliminate any fire or chemical spills on the body. They are used by standing underneath the shower and turning it on for 15 to 30 minutes.

This leads into the next issue their organization faces, which is their lack of informing the consumers of their product benefits. The Fantastik cleaners are the only ones on the market that are 100% safe for the environment. With such a competitive advantage over their competitors, they have to be able to bridge this communication gap they currently have with consumers, because many of them are unaware of Fantastik’s triple bottom line goals. In order to help build brand awareness, they have to advertise more to their target segments. But one of the issues is Fantastik’s advertising budget has decreased from $1,375,000 in 2005 to $825,000 in 2006. Fantastik also has the problem of lacking diversity in their product line. Although they have five different cleaners, all of them are fairly similar and many consumers would not be able to tell their differences other than the price.

The Australian bottled water industry has been growing rapidly over the past decade. Many Australians drink bottled water on a regular basis, and on average consumed 21.2 litres per person (Australian Bureau of Statistics) in 2001. The boom in consumption of bottled water has moved the product beyond the niche market and into the mainstream as it has become a staple to many Australians. Many people drink bottled water today simply because they prefer the taste to that of tap water or perceive it to have more purity. Other reasons behind the explosion in bottled water consumption are: consumers' passion for fitness which guides them to fewer caloric beverages; increased accessibility of bottled water via convenience stores,

The water filtration industry was experiencing some shifts in the competitive landscape and now Clorox, a market leader, is considering several options to maintain its dominance in the market. Couric is considering allocating resources to launch a faucet-mounted filtration system in response to emerging competitors, notably PUR.

The Hedo-Falls shower system is the first of its kind. This kind of shower has not been seen before in the market. It offers something totally unique with no direct competition. No company has been ambitious enough to integrate so much into a device that has remained virtually the same for decades. The developers at Quantum Studio decided to take a chance and tap into a new and exciting market. Their risk paid off greatly. There is no direct competition for the Hedo-Falls shower system at this time, but there is secondary competition, such as other basic shower units.

• Easy to use. This can be used by children, elder person as they don’t need to worry about valve adjustment.

In a remote area of the rainforest, there is an artesian aquifer that produces the water. A state of the art bottling facility is located right on top of the aquifer and draws the water up, protecting its purity and soft taste. In my opinion once the general public becomes more aware of the intricacies affiliated with Fiji water and how it is preserved and bottled further sales will follow. Additionally, the upper and upper middle class feel that the water given its isolation and quality processing add to their success persona. This could be affiliated with Target Marketing. Target Market is a set of buyers sharing common needs or characteristics that the company decides to serve. Fiji uses social marketing by highlighting the all natural process. Fiji promotes that the water is good for your overall health to include strengthening your bones, connective tissue, teeth, skin, and hair. Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individual behavior to improve their well being and that of society. The brand name of Fiji is being associated with some of the finer things in life. Some of the more affluent retreats and restaurants are serving Fiji bottled water because of its brand. Branding Equity is utilized in this form of marketing. Brand Equity is the positive differential effect that knowing the brand name has on customer response to the product or service. The retreats and restaurants

After looking at the issues causing the initial lack of sales of Quartz, it is essential to note that the lack of adoption of Quartz from the plumber has had a high impact on the issue at hand. For plumbers, Quartz brand is a high margin brand for plumbers, and thus, once adopted by plumbers will, the product extension will yield great gains for the

Also, it was available online within the U.S. In Fiji, the product was available only through Coca-Cola Amatil. The focus of the product was on the U.S., so they made it easier to consumers to find it. Moreover, marketing was one of the important elements as well. To build an image, to show the uniqueness and class of the product. It started with just some advertisements on magazines; but the product achieved growth, through word-to-mouth advertisements, target sampling and free product placements. It got famous among celebrities that also showed the luxury of the product. In 2007, the company launched a new marketing campaign, with the objective to show consumers the benefits of the FIJI Water. They used integrated marketing communication approach, which is a strategy designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Therefore, that's how FIJI Water was successful, with all these points stated above; with marketing having an important role in it. (Lamb, Hair & McDaniel, 2012)

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.

This essay will analyze the brand Dove from its evolution in 1957 to present day. To introduce Dove, it is apart of Unilever group of brands, they first started with their “Dove Beauty Bar” and have now expanded to a range of products including, facial cleansers, deodorant, shampoo, conditioner as well as body washes. Dove’s biggest competitors are, Nivea, Neutrogena, Olay, Garnier. Dove sells products for both men and women however it can be said that their advertising strategy is devoted mostly to women of all ages and ethnicities. The overall brand idea, is to make women feel good in their own bodies this is evident through the brand values which consist of self love, empowerment and beauty. Dove has created a positive brand image for itself through its products being, cleansing, feminine and welcoming, which are all characteristics which many woman look for in a product. It can be said that Dove is unique as it’s advertising strategy has positively developed since it was established in 1957. They seek set themselves apart from all competition through the use of campaigns which create a brand awareness. This essay will explore how advertising and brand communication have positively developed since the creation of Dove through the analysis of their “Real Beauty” campaign in chronological order from oldest to most recent. It will also explore how in their advertisements Dove challenges societal stereotypes in order to attract consumers to their product.

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