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Topic: Business
Number of pages / Number of words: 6 / 1408
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By targeting the consumer directly, Aqualisa may loose out on the other 73% of the market that is plumber driven.

Target Do-It-Yourselfers ? Since the Quartz product is so easy to install, this seems like a wise alternative. Also, this strategy would probably get extra push and advertising from the actual DIY stores such as B&Q, which would help to lower consumer advertising expenses...


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The problem with this strategy is that Aqualisa could begin to associate their premium brand, Quartz, with their discount brand, Gainsborough. This can lead to negative quality perceptions by consumers as well as the possibility of not being able to charge a premium price for the Quartz model. Also, only approximately 36% of showers were sold at DIY sheds in 2000...


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