Aqualisa Quartz case summary
‘Aqualisa Quartz: Simply a Better Shower’
Protagonist in the case:
Harry Rawlinson, Managing Director of Aqualisa
Case Situation:
Aqualisa Quartz, a significantly innovative product developed by Aqualisa, in terms of both cost and quality, has been facing challenges in the UK shower market since its much hyped launch four months ago. To generate sales momentum, Rawlinson was rethinking his overall marketing strategy for Quartz in order to capture the market with the breakthrough product.
About the Company:
Aqualisa is a UK based shower manufacturer which has its product in all the three shower categories of the market – Electric, Mixer and Power shower segments. Historically, Aqualisa’s reputation had always been strong in the U.K. shower market; the company was generally recognized as having top quality showers, a premium brand, and great service. Aqualisa’s market share ranked number three in the overall U.K. shower market.
Product Portfolio of Aqualisa:
Aqualisa sold electric showers under a separate brand name, ‘Gainsborough’ which was the third largest selling brand in terms of volume. Aquavalve 609 was the company’s core product in the mixer shower valve category and its top selling shower as well. Aquastream Thermostatic was the company’s primary product in the integral power shower category. The product portfolio spanned all the three pricing segments for the shower buyers: premium, standard and value. Aqualisa sold ShowerMax brand specifically to the developers market optimized for their specific needs.
Channels of Distribution:
Showers in UK market were sold through a variety of channels such as trade shops, showrooms, distributors and DIY (Do It Yourself) outlets. Primary customer of trade shops was the plumbers and Aqualisa brand had presence in 40% of trade shops. Showrooms catered to the high end customers who wanted customized solutions for their bathroom design with high end products lines and Aqualisa brand had presence in 25%
Protagonist in the case:
Harry Rawlinson, Managing Director of Aqualisa
Case Situation:
Aqualisa Quartz, a significantly innovative product developed by Aqualisa, in terms of both cost and quality, has been facing challenges in the UK shower market since its much hyped launch four months ago. To generate sales momentum, Rawlinson was rethinking his overall marketing strategy for Quartz in order to capture the market with the breakthrough product.
About the Company:
Aqualisa is a UK based shower manufacturer which has its product in all the three shower categories of the market – Electric, Mixer and Power shower segments. Historically, Aqualisa’s reputation had always been strong in the U.K. shower market; the company was generally recognized as having top quality showers, a premium brand, and great service. Aqualisa’s market share ranked number three in the overall U.K. shower market.
Product Portfolio of Aqualisa:
Aqualisa sold electric showers under a separate brand name, ‘Gainsborough’ which was the third largest selling brand in terms of volume. Aquavalve 609 was the company’s core product in the mixer shower valve category and its top selling shower as well. Aquastream Thermostatic was the company’s primary product in the integral power shower category. The product portfolio spanned all the three pricing segments for the shower buyers: premium, standard and value. Aqualisa sold ShowerMax brand specifically to the developers market optimized for their specific needs.
Channels of Distribution:
Showers in UK market were sold through a variety of channels such as trade shops, showrooms, distributors and DIY (Do It Yourself) outlets. Primary customer of trade shops was the plumbers and Aqualisa brand had presence in 40% of trade shops. Showrooms catered to the high end customers who wanted customized solutions for their bathroom design with high end products lines and Aqualisa brand had presence in 25%