【案例名称】Aqualisa Quartz: Simply a Better Shower

【作者】Youngme Moon, Kerry Herman

【页数】18

【格式】PDF

【语言】英语

【出版日期】2002年1月16日

【修订日期】2006年7月10日

【学科】市场营销 (Marketing)

【案例编号】502030-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/502030-PDF-ENG

【简介】

Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line.

【学习目标】

Designed to illustrate the challenges associated with bringing a new product to market. Allows for a rich discussion of customer behavior (including end consumers and installers). In addition, allows for a in-depth discussion of the positioning of a new product within the context of an existing product line and the use of multiple brands to manage products across their lifecycle.

【涉及课题】

Consumer behavior; Consumer marketing; Market entry; Market positioning; Marketing channels; Marketing strategy; Product development; Product introduction; Product positioning

【背景】

    * Geographic: United Kingdom
    * Industry: Manufacturing
    * Company Revenue: 8 million sterling (pounds)
    * Event Year Begin: 2001
    * Event Year End: 2001

【下载】

http://www.mbabbs.com/forum.php?mod=viewthread&tid=1543#lastpost