Aqualisa Quartz: Simply A Better Shower
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Aqualisa Quartz: Simply a Better Shower
HBS Case for Marketing for Managers Course
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1. Situation Analysis
1.1. Customers
Shower buyers mainly fall into one of the three pricing segments:
• Premium segment: They buy in showrooms, value high performance and service, and also style is an important selection determinant.
• Standard segment: They emphasize performance and service, and usually rely on independent plumber to recommend or select a product for them
• Value segment : They are primarily concerned with convenience and price, avoid solutions which require any excavation and tend to rely on independent plumber to select a product for them.
There are two additional subsegments, which are part of the above segments, but are worth of mentioning separately, because of their specific characteristics:
• Do-it-yourself (DIY) subsegment: They usually buy at large retail outlets and are interested in inexpensive, easy-to-install models (electric showers). They fall into standard and value segment. • Developer market subsegment: They are looking for reliable, nice-looking products that could work in multiple settings. They are price-sensitive, with exception of luxury builders, and usually have relationships with independent plumbers who install a product they
(developers) selected. They are present in all above segments.
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1.2. Channel
Showers in the UK were sold wrought variety of channels:
• Trade shops: Their primer customers were plumbers, who worked for developers, showrooms, contractors or directly to customers. Aqualisa brand was available in 40% of all trade shops, where they stocked whatever there was demand for. They offered all of Aqualisa’s core
Aqualisa Quartz: Simply A Better Shower REPORT
!1
products, selling around 30% of all electric showers, 72% of all mixer showers and 73% of all power showers sold by Aqualisa1. They focus on product availability and not technical advice. • Showrooms: The channel
Aqualisa Quartz: Simply a Better Shower
HBS Case for Marketing for Managers Course
!
!
1. Situation Analysis
1.1. Customers
Shower buyers mainly fall into one of the three pricing segments:
• Premium segment: They buy in showrooms, value high performance and service, and also style is an important selection determinant.
• Standard segment: They emphasize performance and service, and usually rely on independent plumber to recommend or select a product for them
• Value segment : They are primarily concerned with convenience and price, avoid solutions which require any excavation and tend to rely on independent plumber to select a product for them.
There are two additional subsegments, which are part of the above segments, but are worth of mentioning separately, because of their specific characteristics:
• Do-it-yourself (DIY) subsegment: They usually buy at large retail outlets and are interested in inexpensive, easy-to-install models (electric showers). They fall into standard and value segment. • Developer market subsegment: They are looking for reliable, nice-looking products that could work in multiple settings. They are price-sensitive, with exception of luxury builders, and usually have relationships with independent plumbers who install a product they
(developers) selected. They are present in all above segments.
!
1.2. Channel
Showers in the UK were sold wrought variety of channels:
• Trade shops: Their primer customers were plumbers, who worked for developers, showrooms, contractors or directly to customers. Aqualisa brand was available in 40% of all trade shops, where they stocked whatever there was demand for. They offered all of Aqualisa’s core
Aqualisa Quartz: Simply A Better Shower REPORT
!1
products, selling around 30% of all electric showers, 72% of all mixer showers and 73% of all power showers sold by Aqualisa1. They focus on product availability and not technical advice. • Showrooms: The channel