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
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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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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
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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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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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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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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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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
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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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