Aqualisa Quartz: Simply a Better Shower 2
Aqualisa Quartz: Simply a Better Shower
Case study analysis
1. Situation Analysis
a. Customer segmentation and characteristics: * Value buyers: for them convenience and price play the most important role, they avoid excavation and tend to install the shower on their own. * Standard buyers emphasize performance and service, they rely on independent plumbers to recommend or even select a product for them. * Premium buyers mostly buy in showrooms, they need the highest performance and service, and also perceive style as very important * Developers are a special segment because they don’t buy showers for themselves; they are mostly price sensitive but don’t do installations on their own.
b. Channels of distribution: * Trade shops are mostly intended for plumbers, they have a broad selection of different products, especially the ones that plumbers often use. * Showrooms, where bathroom equipment is sold by “consultants” and is available on display, especially for more premium brands. * Do-it-yourself sheds, retail outlets with discount prices for value buyers; they currently don’t sell Aqualisa brand, only the cheaper Gainsborough brand from the same company. * Plumbers who like to stick to the reliable solution and have bad experience regarding new trends (from electronics in the 1980s).
c. Competition – key players
Only one company (Triton) succeeded in creating brand awareness on a consumer level, otherwise consumers don’t devote much attention to brands of their showers. Triton is also number one in sold units, the second is Aqualisa’s Gainsborough, followed by Mira (22 %) and Masco (7 %). All these manufacturers are offering all three types of showers whereas some smaller companies are specialized for only one kind of shower.
d. Company and market environment
Aqualisa has a strong reputation and is generally recognized as having quality showers of different price segments and great service. The company is stable
Case study analysis
1. Situation Analysis
a. Customer segmentation and characteristics: * Value buyers: for them convenience and price play the most important role, they avoid excavation and tend to install the shower on their own. * Standard buyers emphasize performance and service, they rely on independent plumbers to recommend or even select a product for them. * Premium buyers mostly buy in showrooms, they need the highest performance and service, and also perceive style as very important * Developers are a special segment because they don’t buy showers for themselves; they are mostly price sensitive but don’t do installations on their own.
b. Channels of distribution: * Trade shops are mostly intended for plumbers, they have a broad selection of different products, especially the ones that plumbers often use. * Showrooms, where bathroom equipment is sold by “consultants” and is available on display, especially for more premium brands. * Do-it-yourself sheds, retail outlets with discount prices for value buyers; they currently don’t sell Aqualisa brand, only the cheaper Gainsborough brand from the same company. * Plumbers who like to stick to the reliable solution and have bad experience regarding new trends (from electronics in the 1980s).
c. Competition – key players
Only one company (Triton) succeeded in creating brand awareness on a consumer level, otherwise consumers don’t devote much attention to brands of their showers. Triton is also number one in sold units, the second is Aqualisa’s Gainsborough, followed by Mira (22 %) and Masco (7 %). All these manufacturers are offering all three types of showers whereas some smaller companies are specialized for only one kind of shower.
d. Company and market environment
Aqualisa has a strong reputation and is generally recognized as having quality showers of different price segments and great service. The company is stable