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We can do this by emphasizing the ease of installing the Quartz. It is only a half-day process, and it can easily be done by the apprentice and without supervision.
For the plumbers loyal to our brand, argue the simplicity and emphasize time saving as this means money for them. (Appendix 1)
Rationale: Plumbers are very reluctant to switching brand, therefore the benefits have to be very high (more money and autonomy of the apprentice). Apprentices are the plumbers of the future. We want to establish brand identity and brand loyalty for Aqualisa. Customers have few influence on the choice of the shower so we focus on plumbers (appendix 2)
Showrooms Channel
Recommendation: In this channel, Aqualiza should focus its efforts on penetration...
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