------------------------------------------------- Case 2 : Aqualisa Quartz : Simply a better shower 1. Executive summary Aqualisa launched an innovative shower in 2001‚ called the Quartz shower but the success wasn’t immediate. At present‚ the most important goal for Aqualisa company is to increase its new showers in terms of units and profit. But the main impediment is the lack of awareness about this brand from consumers and the reluctance from plumbers about adopting this shower. In
Premium Advertising Brand Marketing
Aqualisa Quartz: Simply a Better Shower Decision sheet Submitted by: Ankit Garg (Section B) Objective Develop a marketing strategy for Aqualisa Quartz Market Segmentation Basis Type Market Characteristics Pricing segment Premium Through showrooms‚ high performance and service Standard Rely on independent plumber‚ emphasize performance & service Value Convenience and price. Avoid excavation. Use independent plumber Distribution channel Trade shops Primary customer is plumber
Premium Marketing
Aqualisa Quartz Case Study 1. What is the Quartz value proposition to plumbers? To Consumers? To plumbers: a. Very easy to install - ’push-fit-connect-you’re done’ b. More profitable i. ½ day work (25% of previous time)‚ apprentices can do work also. Opportunity to install more and capture some of historical 6-month 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: c. Efficient
Premium Marketing
and Integral power showers. Shower buyers in the U.K. tend to fall into three pricing segments: Premium (e.g. Quartz standard Quartz pump)‚ Standard ( Aquavalve 609 and aquaforce 1.0/1.5bar) and Value ( Aqua stream manual and Aquavalve Value). Aqualisa sold electric showers mostly under a separate name‚ the “Gainsborough” brand‚ which sold 180‚000 units and retails for €95-€230. The most overwhelming choice amongst DIY market. The Aquavalve 609 was the company’s core product for the mixer shower
Premium Plumbing Marketing
Aqualisa Quartz Marketing Strategy Final Paper Table Of Contents Executive Summary Situational Analysis SWOT Analysis Strategic Marketing Plan Marketing Mix Strategy Marketing Resources Exhibit Index 1) Aqualisa Marketing Plan Executive Summary ¡§What to do?¡¨ Harry Rawlinson¡¦s dilemma regarding the new innovative Aqualisa Quartz shower line should be considered an enormous opportunity instead of an enormous problem. This Harvard Business School case is an excellent
Premium Marketing
Aqualisa had launched the Quartz shower‚ significant product innovation in the UK shower market in terms of water pressure‚ ease of installation‚ use‚ and design. But this new product is not selling well enough. I will make some analysis in order to understand the situation and make some recommendation for Harry Rawlinson on marketing strategy and ways to generate sales for the Quartz products. 1. What is the Aqualisa Quartz value proposition to plumbers‚ to consumers? Quartz offers
Premium Marketing
Introduction: Aqualisa was a high reputation Company and launched the Quartz shower‚ which is the first significant innovation product in the U.K shower market. This product solves the poor pressure‚ varying temperature‚ hard to install and other problems for customers. During the field tests‚ it was received many positive reviewers. Although this product seems satisfied with customers’ needs‚ the early sales results were poor. To change a marketing strategy or not is a key issue that Rawlinson is
Premium Marketing
Aqualisa Quartz: Simplu a Better Shower In May 2001 Aqualisa launched the new “Quartz” shower‚ a great innovation in the UK market. Quartz was great in terms of water pressure‚ ease of installation‚ use & design. But it wasn’t selling. UK Shower Market (Note: customer concerns “pressure‚ temperature‚ leakage‚ hard valves‚ worn-out” issues. 44% market of shower is from “replacement”) Market split into 3 products 1. Electric Shower: bulky & poor pressure “Gainsborough” brand 2. Mixer Shower Valve:
Premium Customer service Sales Plumbing
Student Name‚ EMBA 17 Fall2010 All information for this case study was taken from “Aqualisa Quartz: Simply a Better Shower‚” HBS 9-502-030; Rev July 10‚ 2006 Problem ID: Aqualisa hopes to grow the brand through the introduction of a new line‚ the Quartz shower. Initial launch results have been disappointing‚ and the managing director of Aqualisa would like to breathe new life into the launch through a new marketing strategy. The intended result is higher sales‚ wider brand recognition and a larger
Premium Marketing Advertising Sales
hence maintenance is much easy for the customer •The product had aesthetic look and elegant design •It’s good for the home with the children •Suitable for all types of water systems •One touch control system and ability to control remotely Aqualisa launched the most significant shower innovation in recent British history: the Quartz shower. The shower provides significant improvements in terms of quality‚ cost‚ and ease of installation. In product testing‚ the Quartz shower received rave reviews
Premium Marketing Plumbing