You spoke in the assignment brief about use choosing multiple competitors for the competitor features and pair benefits slide, I am just wondering how we are meant to fit this all on one slide, can we have more than one slide to do this? I have just completed the features and paired benefits for the Aqualise Quartz and this fills one side with no extra room or are we only meant to choose one competitor?
Answer
My advice would be to select only the ones you consider the main competitors and not consider every one of them. This should limit the number. Another approach could be to develop a table with competitors listed vertically on the left and a summarized feature : benefit going across horizontally at the top. You can provide a tick or a cross in each box as you consider each competitor relative to a summarized feature:benefit
I’m uncertain as to whether we are supposed to use competitors relevant to the case study in terms of date, or competitors relevant to the present; or both.
Answer
You need to bring the case up to date as mentioned in the assignment brief and check whether the direct competitors of the Quartz mentioned in the case are still relevant or do they need updating?
Please ensure that you only consider the direct competitors are relevant, i.e the top major brands and not every single generic competitor as there will be too many and are likely to be irrelevant.
Slide 7 – Table of selling features and appropriate paired benefits for Aqualiza Quartz (Eco). What product do we do this for? There is no eco quartz. The products are quartz digital and quartz electric??
Answer
Yes but if you look at the link in the assignment brief you will find that all their showers have an eco feature, include the new Quartz.
So I can either do the digital or electric Quartz as both have an eco feature? So there is no specific one to do the features/benefits slide on.
Absolutely you choose the Quartz product that suits your strategy
Should we do the features analysis for B2B or for B2C ? Are we doing the sales presentation on the Aqualisa Quartz as it was in the case study, or the new one that is available on the website?
Answer
Your features and benefits will be more or less the same for both sectors. I would advise using the new one.
For assignment 2, is one competitor enough when writing about features/benefits (in detail) as done previously in assignment 1?
Answer
You will need to consider appropriate several competitors
Slide 3: What are the specific market segments? Would it be correct to say Geographic, Demographic, Behavioral and Physiographic and defining the four relating specifically to Quartz?
Slide 4: Also the targeted market segments by Aqualisa? Can I list the four again but this time specify the reason for the targeted market segment.
Answer
Geographic, behavioural and psychographic are suitable criteria for end consumers but B2B segmentation criteria will be different. Remember it is the B2B customers that are important for assignment 3 (Assignment 2 links to 3). I would make sure that I target B2B segments as well.
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