Aqualisa Quartz Case Analysis

Good Essays
Topics: Marketing, Plumbing
Major decision issues in the case

1. Aqualisa has to decide its channel strategy (which channel to choose from trade shops, showrooms, DIY sheds, or plumbers to increase sales), product promotion strategy (how to promote new product), and product positioning strategy (how to position products in a segment).

2. Most of the plumbers are conservative and historically hesitant to any electronic devices in showers. So how should Aqualisa convince and make these plumbers accept Quartz showers?

3. Whether it should target “do-it-yourself” market since installation of Quartz is very simple? Customers have to wait for 6 months often to get plumber services. So the simplicity in Quartz installation can be used as its selling point to target “do-it-yourself” market. But associating a premium product like Quartz with a channel which sells lower brand like Gainsborough is good for Quartz?

4. Should company target developers more aggressively to push Quartz since it could get some large-volume deal with developers? Whether Aqualisa should offer discounts in prices to promote Quartz to developers?

5. Should Aqualisa target customer directly and try to influence them since it is facing many problems reaching to plumbers and convincing them for superior quality and service of Quartz shower. But a large scale marketing campaign may cost around €3 to €4 million. Is this investment worth and good strategy?

6. The newly launched Quartz is in mixer segment in which Aqualisa already have their star product named Aquavalve. So the positioning of Quartz and Aquavalve has to be sorted out if both products have to coexist together in same segment. Otherwise sales team is confused and not sure about the future of Aquavalve. Also, when to target Quartz and when to target Aquavalve is not clear.

Recommendation/inferences on the major issues

1. Quartz is really innovative and path breaking product in terms of installation, reliability, and easy of use. It should be placed

You May Also Find These Documents Helpful

  • Powerful Essays

    thought. In Aqualisa case, Harry Rawlinson, managing director of Aqualisa, gives us an example that even with new significant shower product Quartz, which seems to be perfect in every aspect, they cannot make a relative progress in U.K. shower market. Quartz is designed to solve all the troubles that exist in U.K. showers. It provides efficient and reliable water pressure and temperature, needs less space in bathroom, has a stylish looking and is easy to use and install. Although Quartz leaps all other…

    • 2054 Words
    • 9 Pages
    Powerful Essays
  • Good Essays

    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…

    • 959 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Aqualisa Quartz

    • 1892 Words
    • 8 Pages

    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…

    • 1892 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Aqualisa Quartz Case

    • 1448 Words
    • 5 Pages

    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…

    • 1448 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Aqualisa Quartz

    • 906 Words
    • 3 Pages

    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…

    • 906 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Aqualisa Quartz

    • 542 Words
    • 3 Pages

    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:…

    • 542 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Aqualisa Quartz

    • 735 Words
    • 3 Pages

    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…

    • 735 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Summary: Aqulisa’s newest and highly innovative product, the Quartz Shower, comes in two forms: Standard and Pumped. Despite the initial anticipation and buzz surrounding the product at its outset, early sales figures in the first four months were much lower than expected at an average of only 15 units/day. Management is interested in generating sales momentum, and is willing to rethink their marketing strategy but not their pricing. The three options they are facing are to target consumers, do-it-yourselfers…

    • 1156 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Case: Aqualisa Quartz

    • 466 Words
    • 2 Pages

    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…

    • 466 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Aqualisa Quartz

    • 2278 Words
    • 9 Pages

    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…

    • 2278 Words
    • 9 Pages
    Powerful Essays