Aqualisa Quartz: Simply a Better Shower
INTRODUCTION
Our report aims at developing a marketing plan for Aqualisa Quartz shower. The product was launched and in spite of being much better than the existing showers in the U.K market in terms of water pressure, ease of installation, use and design, it didn't have very impressive sales figures in the first four months. This report delves into the details as to why the launch was not successful and what can be done now to improve the situation of the product and the company. It is very important to reflect on the ways through which a company can increase sales together with its brand quality because usually, there is a strong competition in the industry and the companies have to choose among the ways through which they might win the market and this requires a lot of research. Companies should be aware of one key concept which is "you can't be everything to everybody."� Our report elaborates on the industry, the company, the customers and the product itself to give an overview of the whole situation and finally, it suggests the recommendations and the implementation plan.
INDUSTRY ANALYSIS
Quartz entered the market when only about 60% of U.K homes had showers and archaic plumbing some of which dated back to the Victorian period was still common in many houses. There were two major problems regarding the shower system in the U.K: low pressure and high fluctuations in temperature, which were addressed through the use of either electric showers or special U.K shower valves. The three main types of shower that existed in the market were Electric showers, mixer showers and power showers each having their own positive and negative features. Electric showers had one advantage over the other two types and that was "not requiring hot water supply." The disadvantage of such a shower was that the electrical components were usually mounted in a cumbersome white box which could be seen in the shower stall. Another weak point in these showers was that they had not solved
Our report aims at developing a marketing plan for Aqualisa Quartz shower. The product was launched and in spite of being much better than the existing showers in the U.K market in terms of water pressure, ease of installation, use and design, it didn't have very impressive sales figures in the first four months. This report delves into the details as to why the launch was not successful and what can be done now to improve the situation of the product and the company. It is very important to reflect on the ways through which a company can increase sales together with its brand quality because usually, there is a strong competition in the industry and the companies have to choose among the ways through which they might win the market and this requires a lot of research. Companies should be aware of one key concept which is "you can't be everything to everybody."� Our report elaborates on the industry, the company, the customers and the product itself to give an overview of the whole situation and finally, it suggests the recommendations and the implementation plan.
INDUSTRY ANALYSIS
Quartz entered the market when only about 60% of U.K homes had showers and archaic plumbing some of which dated back to the Victorian period was still common in many houses. There were two major problems regarding the shower system in the U.K: low pressure and high fluctuations in temperature, which were addressed through the use of either electric showers or special U.K shower valves. The three main types of shower that existed in the market were Electric showers, mixer showers and power showers each having their own positive and negative features. Electric showers had one advantage over the other two types and that was "not requiring hot water supply." The disadvantage of such a shower was that the electrical components were usually mounted in a cumbersome white box which could be seen in the shower stall. Another weak point in these showers was that they had not solved