Aqualisa: a Better Shower
Aqualisa Quartz Group Case Presentation
Problem
The plumbing system in the United Kingdom is very inconsistent due to the varying age of the buildings making shower temperature and pressure challenging to control. Aqualisa designed the Quartz system to address these issues by integrating an electronic controller into the plumbing of the shower unit. After development and field testing, most believed this would take over the market and propel Aqualisa into a powerful position in the shower industry. Unfortunately, sales struggled and many believed the Quartz system would become a niche product selling only to the technological elite. The quick answer would be to more aggressively market the product with hopes that increased exposure to the market would generate greater sales. Thus, the chief problem Aqualisa is experiencing is how to market its new technology and efficiently increase market share in the U. K. shower industry. If the wrong target market is chosen, the money spent in advertising may not be recouped by sales revenues.
Alternatives
There are a wide variety of options available to the Company in terms of ad campaigns. First, Aqualisa can market its product directly to the end consumer. Second, Aqualisa can target the Do-It-Yourself (DIY) market. Thirdly, Aqualisa can target developers which will allow them to focus on selling the Quartz into new homes only. Finally, Aqualisa can market its product to plumbers. Each group presents a multitude advantages and disadvantages.
Targeting Consumers Directly One alternative is for Aqualisa to target consumers directly. The company often experiences problems reaching the plumbers, therefore targeting consumers will provide Aqualisa with the opportunity to engage customers and build a consumer brand. Plumbers also tend to fear the product because it utilizes electricity. By targeting consumers directly, the strategy mitigates the risk of plumbers interfering with the consumer’s decision. This
Problem
The plumbing system in the United Kingdom is very inconsistent due to the varying age of the buildings making shower temperature and pressure challenging to control. Aqualisa designed the Quartz system to address these issues by integrating an electronic controller into the plumbing of the shower unit. After development and field testing, most believed this would take over the market and propel Aqualisa into a powerful position in the shower industry. Unfortunately, sales struggled and many believed the Quartz system would become a niche product selling only to the technological elite. The quick answer would be to more aggressively market the product with hopes that increased exposure to the market would generate greater sales. Thus, the chief problem Aqualisa is experiencing is how to market its new technology and efficiently increase market share in the U. K. shower industry. If the wrong target market is chosen, the money spent in advertising may not be recouped by sales revenues.
Alternatives
There are a wide variety of options available to the Company in terms of ad campaigns. First, Aqualisa can market its product directly to the end consumer. Second, Aqualisa can target the Do-It-Yourself (DIY) market. Thirdly, Aqualisa can target developers which will allow them to focus on selling the Quartz into new homes only. Finally, Aqualisa can market its product to plumbers. Each group presents a multitude advantages and disadvantages.
Targeting Consumers Directly One alternative is for Aqualisa to target consumers directly. The company often experiences problems reaching the plumbers, therefore targeting consumers will provide Aqualisa with the opportunity to engage customers and build a consumer brand. Plumbers also tend to fear the product because it utilizes electricity. By targeting consumers directly, the strategy mitigates the risk of plumbers interfering with the consumer’s decision. This