HBS CASE: AQUALISA QUARTZ – SIMPLY A BETTER SHOWER 1. 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? What is the Quartz value proposition to plumbers? To consumers? Answer: In my personal opion‚ it was worth for the Aqualisa to spend three years and €5.8 million developing the Quartz because of the tremendous potential market demands. For 60% of families had shower with lot of mechanical
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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
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segmentation of Aqualisa Quartz is focusd on Independent plumbers (Plumbers who do not work for any company)‚ End user (Self installation -> 4‚745 pound to 15‚000 pound) around 13‚550‚000 people‚ End user (Middle income -> 15‚000 pound to 30‚000 pound) around 20‚600‚000 people‚ and at last End user (High income -> 30‚000 pound and above) around 5‚770‚000 people(http://en.wikipedia.org/wiki/Income_in_the_United_Kingdom). Targeting (Differentiation targeting) Aqualisa Quartz In the
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Aqualisa Quartz: Case Study 1. What is the Quartz value proposition to plumbers? What is Aqualisa Quartz value proposition to consumers? The value proposition of Aqualisa Quartz to plumbers is that it is easy to install; it is more profitable because they are able to do more installations. Because the installation process is less complicated‚ it takes less time to install (only half a day compared to 2 days previously). This gives plumbers the opportunity to install more units and capture
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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
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Acqualisa Quartz What is the quartz value proposition to the plumbers? To consumers? The value propositions to the plumbers are •Due to Quartz easy installation plumber’s work is reduced to 25% of original time. •Plumbers find the installation is straightforward and hence they are ready to send their young apprentices •Plumbers said it’s just “Push-fit-connect’’ and it’s not in the wall and it’s very easy to use •On an average plumbers can do more jobs thereby increasing their profit The
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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:
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1. What type of industry environment is Aqualisa operating in? • Aqualisa is recognized as top quality‚ premium brand with great service. However‚ Aqualisa could be vulnerable due to the competitiveness of the shower marker. Other companies are catching up in terms of product quality and offering lower prices than Aqualisa. • Challenges in UK: poor plumbing‚ low pressure‚ and fluctuation in temperature. 60% of UK homes had showers Aqualisa products are able to deliver high pressure shower with
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Aqualisa Quartz: Simply a Better Shower Case Analysis Aqualisa Quartz: Simply a Better Shower Case Analysis 1. Introduction Aqualisa is a UK shower manufacturer. The showers in the UK were facing two main problems: low pressure and frequent fluctuations in temperature. Aqualisa focused on innovation and invested 5.8m GBP to develop a breakthrough product‚ which was called Quartz. Although Quartz is technologically far better than existing products in terms of water pressure‚ ease of installation
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Case Study Aqualisa Quartz: Simply a Better Shower Quartz Value Proposition – Plumbers What Plumbers wanted • Ease of installation • Quality product with minimal breakdowns • Service free (minimal service requirement) Product Benefits • Flexible location of the controller unit requires minimal remodeling of the bathroom making shower installation simple‚ cutting the installation time to half a day Value Proposition Quick and easy installation requiring only basic skills (more installations
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