What is the Quartz value proposition to plumbers? To Consumers? To plumbers:
Very easy to install - 'push-fit-connect-you're done'
½ day work (25% of previous time), apprentices can do work also opportunity to install more and capture some of historical 6-mo. wait list ii.
on average, plumbers do 40 to 50 a year (generally 2-day job), but generally without reducing profit, will be able to do many more To consumers:
Efficient and reliable water pressure and temperature
One touch control with red light indicator
Much easier to install for DIY sector
Why is the Quartz shower not selling?
Reluctance of plumbers to switch; mostly due to stigma of other innovative options that failed or required repairs, affecting consumers b.
Really only gaining traction in the showrooms, concern about cannibalism (and bringing down value) of other products
Aqualisa spent three years and 5.8 million developing the Quartz. Was the product worth the investment? Is Quartz a niche product or a mainstream product? a.
Yes, worth the investment, because technologically innovative. Early test results showed consumers loved the product. Consumers are currently relatively uninformed and there was little understanding of product options b.
Mainstream, superior product and resolves all issues:
Break after a while
Aqualisa currently has three brands: Aqualisa, Gainsborough, and ShowerMax. What is the rationale behind this multiple brand strategy. Does it make sense? Yes, to allow brand to penetrate different specialized markets. a.
Aqualisa higher end, range of different types of electric, mixer, and power showers; shown in show rooms and used my consumers/plumners, Aqualisa available in 40% of trade shops b.
Gainsborough mainly for DIY market (sizeable) ; 70% of Gainsborough brand c.
Shower Max for developers, only...
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