Aqualisa: Create Demand, Then Help the Channel Deliver By Fiona van Iersel Minerva Empowerment Marketing Theory and Practice 13 September 2024 I would begin by mapping three groups around Aqualisa: plumbers, consumers and developers. The chart uses illustrative weights of 50%, 30% and 20% to make their roles visible; these are my estimates, not measured market shares. Plumbers (illustrative weight: 50%): installers are important intermediaries in recommendation and adoption. Free training and consumer demand could give them a stronger reason to become comfortable with a new product. Consumers (illustrative weight: 30%): end users want a better shower experience, but they also need a clear route to buy it. Product demonstrations, accessible information and customer reviews could help them ask for it with confidence. Developers (illustrative weight: 20%): project buyers need reliability and a credible cost case. Volume arrangements and payment options could be explored where commercially appropriate. Nevertheless, I think, in order to create a better segmentation strategy they should consider more of a pull platform, directly engaging consumers and creating demand for the Quartz shower by addressing different customer needs, behaviors, and psychographics. Recommended Segments based on a pull strategy: Early Adopters -Tech-savvy individuals who value innovative, high-end products and are willing to pay a premium for better performance. That is lasting. - How: Highlight Quartz's cutting-edge technology, sleek design, and superior performance in targeted advertising (e.g., social media, home improvement shows). Use digital channels to engage this group with interactive demos and online reviews. Families that want Convenience: - Busy families or individuals looking for reliability and ease of use, who prioritize convenience and safety like consistent water temperature. - Focus on Quartz’s simplicity (like Apple did) of use and safe temperature control. Use family-oriented advertising in media, showcasing how the product simplifies daily routines. Partner with home improvement influencers on these peoples Instagram accounts, Pinterest accounts, TikTok accounts, etc. Eco-Conscious Consumers - Environmentally aware consumers who care about water conservation and energy efficiency. Where water or energy savings can be demonstrated, explain them clearly and test how much environmentally conscious buyers value them. Sustainability claims should be specific enough to help a customer compare the product. DIY Enthusiasts Homeowners researching a renovation need understandable installation information and a clear route to suitable help. Demonstrations, retailer support and troubleshooting content could make the product easier to evaluate, while any installation work follows the applicable requirements and professional advice. Luxury Renovators Hotels that need updates and construction companies that turn buildings around that want to have a certain image, modern, luxurious touch without major hassle. - Promote Quartz in high-end design magazines, commercial shows, and luxury real estate platforms, showing how it adds value to homes and hotels. So it’s a partnership of riding on each other’s reputations. I include luxury renovators because, in my experience, buyers rarely have time to specialise in showers. They often trust architects, designers and contractors to bring them suitable options.