Aqualisa Quartz
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, use and design – for some reason, it wasn’t selling…
2. Market Analysis
The analysis of the shower market and the position of Aqualisa in that market will be done through the three steps creating value, capturing value and sustaining value. That is the way to achieve sustainable profits.
2.1 Creating value
The analysis about the creation of value goes hand in hand with the analysis of the 4 C’customer, company, competitor and collaborator. The result of that analysis tells us more about the marketing strategy and how a company is positioned – what are the target customers and what is the value proposition. The value proposition itself is then the perceived benefit minus the perceived costs (as perceived by the customer).
2.1.1 Customers
Shower buyers in the UK tend to fall into one of three pricing segments: premium, standard and value. Premium segment clients typically shopped in showrooms. They take for granted high performance and service. Standard segment clients tend to emphasize performance and service. They usually rely on independent plumber recommendations. Value segment clients are primarily concerned with convenience and price. They like to avoid excavations and also tend to rely on independent plumber to select a product. In addition, there is a sizeable do-ityourself (DIY) market in the UK. Clients generally buy in large retail outlets that deliver the product to them. They are primarily interested in inexpensive models that are easy to install.
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, use and design – for some reason, it wasn’t selling…
2. Market Analysis
The analysis of the shower market and the position of Aqualisa in that market will be done through the three steps creating value, capturing value and sustaining value. That is the way to achieve sustainable profits.
2.1 Creating value
The analysis about the creation of value goes hand in hand with the analysis of the 4 C’customer, company, competitor and collaborator. The result of that analysis tells us more about the marketing strategy and how a company is positioned – what are the target customers and what is the value proposition. The value proposition itself is then the perceived benefit minus the perceived costs (as perceived by the customer).
2.1.1 Customers
Shower buyers in the UK tend to fall into one of three pricing segments: premium, standard and value. Premium segment clients typically shopped in showrooms. They take for granted high performance and service. Standard segment clients tend to emphasize performance and service. They usually rely on independent plumber recommendations. Value segment clients are primarily concerned with convenience and price. They like to avoid excavations and also tend to rely on independent plumber to select a product. In addition, there is a sizeable do-ityourself (DIY) market in the UK. Clients generally buy in large retail outlets that deliver the product to them. They are primarily interested in inexpensive models that are easy to install.