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StrategyIndependent analysis2024

Aqualisa — channel study

Create demand. Help the channel deliver.

An illustrated channel study connecting customer demand with the different roles of installers, consumers and developers.

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Illustrative pie chart assigns 50% to plumbers, 30% to consumers and 20% to developers in an Aqualisa buying-group model.View larger
Author’s illustrative weighting of three buying groups. The 50%, 30% and 20% values are planning estimates, not measured market shares.

The brief

Clarify the different roles of installers, end customers and developers in a product purchase.

My contribution

  • Buying-group analysis
  • Illustrative segment weighting
  • Pull-strategy recommendations

The approach

Use illustrative weights to make the channel visible, then propose audience-specific information, demonstrations and support.

What the work shows

An original illustrative chart and a set of proposed segments and routes to demand.

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