Aqualisa Quartz Case Analysis
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 per plumber per day resulting in higher income)
Quartz Value Proposition - Customers
What Customers wanted • Aesthetic design (great looks) • Good water pressure without temperature fluctuations • Ease of use • Quality product with minimal breakdowns Product Benefits • Controller unit can be concealed in the ceiling or closet; leading to a sleeker look in the shower stall • In-built pump provides more than adequate water pressure • Electronic thermostat allows for easy controls and steady temperatures • One touch control Value Proposition Clean and sleek looking shower which is easy to use and provides efficient and reliable water pressure and temperature
Why is Quartz not selling?
Sales
Plumber’s Influence
•Plumbers distrust electronic controls / new technical innovations • Plumbers influence over 50% of shower purchases; In 25% of the cases the purchasing decision is at his sole discretion
Limited Distribution Channel Product Price
• Priced at a premium and hence unappealing to D-I-Y buyers as well as developers which are both price sensitive segments • Trade Shops account for 80% of mixer showers sales • Staff in trade shops not high on product knowledge, driven by market demand • Showrooms have be the best sales potential but Aqualisa is available in only 25% of all showrooms
Why is Quartz not selling?
Trade Shops • Here the sales are completely driven by plumbers • Plumbers are wary of using electronic products • Not enough effort has been made
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 per plumber per day resulting in higher income)
Quartz Value Proposition - Customers
What Customers wanted • Aesthetic design (great looks) • Good water pressure without temperature fluctuations • Ease of use • Quality product with minimal breakdowns Product Benefits • Controller unit can be concealed in the ceiling or closet; leading to a sleeker look in the shower stall • In-built pump provides more than adequate water pressure • Electronic thermostat allows for easy controls and steady temperatures • One touch control Value Proposition Clean and sleek looking shower which is easy to use and provides efficient and reliable water pressure and temperature
Why is Quartz not selling?
Sales
Plumber’s Influence
•Plumbers distrust electronic controls / new technical innovations • Plumbers influence over 50% of shower purchases; In 25% of the cases the purchasing decision is at his sole discretion
Limited Distribution Channel Product Price
• Priced at a premium and hence unappealing to D-I-Y buyers as well as developers which are both price sensitive segments • Trade Shops account for 80% of mixer showers sales • Staff in trade shops not high on product knowledge, driven by market demand • Showrooms have be the best sales potential but Aqualisa is available in only 25% of all showrooms
Why is Quartz not selling?
Trade Shops • Here the sales are completely driven by plumbers • Plumbers are wary of using electronic products • Not enough effort has been made