Preview

Aqualisa Quartz

Satisfactory Essays
Open Document
Open Document
542 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Aqualisa Quartz
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: excavate installation 2 days, stable temperature
“Aquavalve 609” brand
Top-seller 60000 units/yr, manufacture cost 155Euor & retail 750Euro
Pressure unit cost 600Euro extra
3. Integral Power Showers
“Aquastream Thermostatic” brand
20000 units/yr, manufacture cost 175Euro & retail 670Euro
Bulky & less reliable
Pricing Segment
1. Premiumsource in showroom for high performance, service, style
2. Standardsource thru plumber for performance, service
3. Valuesource thru plumber for convenience, price
DIY Segment
1. Hardware retail store distribution
2. Inexpensive & easy installation
3. Disregard ugly bulky design
Developer Segment
1. New infrastructure
2. Value reliable & stylish design
3. Price sensitive(plumbers install whatever developer decides to buy)
4. “ShowerMax” brand was offered to developers thru special contract outlets. “ShowerMax” is just a cut-down version of Aquavalve

Distribution Channel – 4 major channel
1. Trade Shops: plumber is primary customer, Aqualisa covers 40% share, lack product knowledge
2. Showrooms: high-end user is primary customer, Aqualisa covers 25% share, 2000 rooms in UK
3. DIY Sheds: covers cheap/mass end-user market of Electric showers. Aqualisa didn’t distribute here, instead its “Gainsborough” brand covers 70% share, 3000 DIY outlets in UK.
4. Plumbers: main influencer on end-user, 10000 masters in UK, highly in demand jobs are backed up 6 months. Plumbers value quality performance because installation problem means “free

You May Also Find These Documents Helpful

  • Good Essays

    Busn258 CasestudyIAS

    • 994 Words
    • 3 Pages

    2. Who are your external customers and what are their specific needs? (Describe at least three.)…

    • 994 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Week 3 Quiz 3

    • 854 Words
    • 4 Pages

    | Acme Waterproofing Company adopts the Web address . The word “watershield” can best be described as a…

    • 854 Words
    • 4 Pages
    Powerful Essays
  • Good Essays

    The analysis of the internal factors shows that Global Household Products have strong distribution throughout the industry and have a core competency for developing quality products. This analysis allows for GHB to expand past their previous four product lines, and possibly develop synergies with other smaller companies like Glad, to differentiate products such as 2000 flushes and Carpet Fresh.…

    • 1668 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    | |providing the top of the line in spa services. Dubunne is family owned and strives |…

    • 801 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Fifteen years ago, Geoffrey Chutter, President of Whitewater West Industries Limited, tried his luck building a water park with no real success. After selling that operation he turned his focus to the master planning and conceptual engineering designs of water parks, product manufacturing, and construction services. His company also produces other large fiberglass products that are used in the production of CAT body scanners, cushioned bathtubs, and environmental toilets, just to name a few.…

    • 1918 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Airmount Marketing Plan

    • 4417 Words
    • 18 Pages

    Arimount Corporation is well known for beauty and grooming. The launch of Everfresh deodorant will define the anti-perspiration market. A new chemical, tricliceron, will put Everfresh above the competition. Tricliceron will allow for freshness through the toughest sweats. After 20 years in the hygiene market, return on investments have been average. After the launch of Everfresh, revenue is expected to be above average. Currently, the market is saturated with below to average products that only mask the problem. Everfresh will eliminate the problem effectively up to 5 days, even after showering. With the current hygiene relationships in place (with both consumers and businesses), brand quality and brand trademarking is not expected to be problematic. The principles on which Arimount Corporations were founded will continue to be the foundation and cornerstone of the market.…

    • 4417 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    Medicine Werx Case Study

    • 1127 Words
    • 5 Pages

    Market Growth – We have a steady stream of income from our dedicated customers. We currently retail most of our product ourselves, and we have sold over 3,000 units so far.…

    • 1127 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Regional Ad Placement 27 Price and Priority 27 Sales People 28 Sales Forces Promotions 29 Quarter 8 Decision Making 30 Target Markets 30 Modified Brands 30 Market Research 30…

    • 5987 Words
    • 24 Pages
    Powerful Essays
  • Good Essays

    If you want to improve your bathroom with the perfect vanity top that will suit…

    • 447 Words
    • 2 Pages
    Good Essays
  • Good Essays

    1) I ordered this product for the first time. The only one word for this product is 'Awesome', you can get better than this item, it works fine as described in the instruction also thinking about ordering an another one for my Jacuzzi. 2) My slippery bathroom always gave me hard time for my son, he is only 5, tends to fall a lot, amazingly I heard this product and ordered it immediately, used it on my ceramic floor and works like a charm, thanks, for such a high-end merchandise. 3) FABULOUS!FABULOUS!…

    • 601 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Bus210

    • 462 Words
    • 2 Pages

    2. Now when we wanted to gain new customers we would advertise all over town and also try to advertise along major highways so that would bring in more customers.…

    • 462 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    There are not too many people who are fully aware of what corporate housing really is and what it consists of. Corporate Housing offers an alternative to hotels when the clients are planning on staying for a couple of weeks. Our goal is to make our company memorable for every client, we need to get to know our clients and truthfully address their needs accordingly. We will be reviewing the nature of corporate housing, how we plan on presenting the product, what locations and demographics are ideal for this, we will research our competitors, and finally create a marketing strategy which will consists of our: pricing, promotion, distribution, and our sales support.…

    • 1769 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Toto Case Study

    • 1182 Words
    • 5 Pages

    * In Japan, plumbers had a personal relationship with consumers, hence they were able to influence consumer’s bathroom/toilet purchases. TOTO offer the plumbers incentives, such as free Washlet installations in plumber’s home and chances to win trips to hot springs, for plumbers to promote the washlets to customers. However, in the US, most plumbers do not enjoy a…

    • 1182 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    The remote environment includes economic, social, political, ecological and technological factors. Bath & Body Works chief executive officer, Neil Fiske, saw an opportunity for the needed expansion in redefining the way that beauty is socially viewed and retailed in America. The industry environment factors in the competition a company faces in the form of new entrants, substitute products and rivalry among existing companies. BBW was offering a fabulous product, but so were other companies. While this competition might have been viewed as a weakness for the company by some, Fiske saw it as an opportunity - a competitive advantage to hone in on a philosophy of "inner beauty", total well-being and a holistic approach to retail. By shifting the product emphasis to include spa treatments, yoga, and the idea of…

    • 1032 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    hempel

    • 14241 Words
    • 57 Pages

    And our broad portfolio of high-performance waterborne Our…

    • 14241 Words
    • 57 Pages
    Powerful Essays