! 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
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AQUALISA QUARTZ: SIMPLY THE BEST SHOWER CASE STUDY ANALYSIS Assignment issues discussion Question-1: What is the Quartz value proposition to the plumber? To consumers? Answer: Value proposition to customer: • Efficient the reliable water pressure • Efficient and reliable temperature control. • Easy to use. This can be used by children‚ elder person as they don’t need to worry about valve adjustment. Value proposition to Plumber as follows:
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Aqualisa Quartz: Simply a better Shower Aqualisa is a British Shower Making firm in U.K. In May 2001 the company launched a innovative product‚ “Quartz” after investing 3 years of research and €5.8 Million. The Product‚ though‚ as per the MD‚ was leaps and bounds ahead of competition‚ the sales was simply not picking up. Value Proposition to the Customers • Quicker delivery • Remote location of the processers and mixers • Remote controls for operation • Lesser Excavations Value Proposition
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Empowering the Women’s Labor Force in Ghana Since 1992‚ Ghana’s Constitution recognizes equal rights between men and women in all aspects of life. Even though Ghana’s Constitution works as a legal mechanism that guarantees women protection‚ the women’s reality is different. For example‚ the national literacy rate for men is 44.1% as opposed to 21.1% for women (WILDAF‚ FEDDAF‚ 2013). Receiving less education than men‚ when employed women don’t earn enough to be economically independent and support
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1. What is Quartz’ current marketing strategy? Company conducted market research‚ spent EU5.8 million in development‚ invested in a new state-of-the-art testing facility‚ acquired 9 patents‚ grew engineering team from 6 to 20 and established stages of new product development pipeline. Company spent 90% of their sale efforts on maintaining existing accounts and 10% on developing new customers. Company had longstanding direct relationship with a group of plumbers. Sale force contacted its network
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IMPACT OF CONSUMER PERCEPTION ON MARKET STRATEGY Case Study: “Aqualisa Quartz: Simply a better Shower Q #1: What is the Quartz value proposition to plumbers? To Consumers? It’s just what we wanted. Push-fit-connect-you done I can handle more orders which mean more profit. * Easy to install * Takes less time to install * My assistant can do that easily. * More profitable Ans: PLUMBERS CONSUMERS: Efficient & reliable water pressure. Don’t need to adjust temperature
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Preparation Questions: 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-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: c. Efficient and
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demonstrates a clear opportunity for selling Quartz. 2) Competition – The position of Aqualisa in the UK market is quite strong‚ with products taking 3rd and 4th position in the market share. The major competitor of Aqualisa is Triton who has good brand awareness among consumers. To meet the needs of consumers for ideal pressure and water temperature‚ ease of installation and overall aesthetics‚ Aqualisa invested in R & D and innovative technologies for Quartz. This is surely a notch above the competition
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Aqualisa Quartz: Simply a Better Shower Introduction Aqualisa is a U.K. based shower manufacturing Company. The Company has been very reputed in the U.K. market for its top quality showers‚ reliability and great service. It had launched its premium brand Quartz in May 2001. The basic purpose behind launching this brand was to address the concerns of the consumers and the plumbers which perhaps were not satisfied
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UK shower market in 2000. In May 2001‚ Aqualisa launched Quartz‚ a technologically advanced product that was expected to greatly improve the shower experience and gain a large market share. Aqualisa Quartz provided a solution to several problems plaguing other showers in the market‚ and had a high potential for profitability with a gross margin of €275-345. However‚ a low sales volume of only 15-20 units/day opposed the growth of the Quartz brand. Although the product was perceived as high quality
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