Possible Alternatives Rawlins is debating on the following options: Targeting customers directly Targeting Do-let-Yourself Targeting Developers Solution We are proposing solutions where the major target audience is addressed. Communicate Superior Value Proposition through better advertisement (1) The advertisement completely ignores the actual technical innovation (setting up of box remotely) which should be directed at Plumbers as it is seen that 53% of purchase is either done by plumbers or by customer’s who take inputs from Plumbers.
Squalid should inform & educate plumbers that if there is a bungled installation, then the technician from Squalid will fix the problem at the customer location and not the plumbers. The sales persons should involve plumbers at different places and ensure hat they get a chance to try out the installation of Quartz (road show). The plumbers should also be given incentives in terms of branded tool kit to increase the loyalty. Company Company needs to marginally reduce the sales of the existing product and increase the availability of Quartz.
This would help customers to look for other available products of Squalid. However, there is a risk that the customer may switch to another company if a product is not available. “Some people at the company had an opinion that Quavered which is the bread and butter of Squalid will eventually be replaced by Quartz”. The case study gives a active tone while presenting this information. Pestle, the National Sales Manager of Squalid needs to evangelize that this is not a replacement product but Quartz has additional advantages.