Case Aqualisa Quartz: Simply a Better Shower Introduction Aqualisa is a U.K. shower manufacturer. Shower buyers in U.K. fall into 3 pricing segments: premium‚ standard and value. Premium segment consist of people who mainly shop in showrooms. Their focus is on great service and high performance. In standard segment‚ Customers rely on plumber recommendation and emphasize performance and service. Value segment are mainly customers who are primarily concerned with convenience and price. Thus
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hence maintenance is much easy for the customer •The product had aesthetic look and elegant design •It’s good for the home with the children •Suitable for all types of water systems •One touch control system and ability to control remotely Aqualisa launched the most significant shower innovation in recent British history: the Quartz shower. The shower provides significant improvements in terms of quality‚ cost‚ and ease of installation. In product testing‚ the Quartz shower received rave reviews
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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
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Aqualisa Quartz Group Case Presentation Problem The plumbing system in the United Kingdom is very inconsistent due to the varying age of the buildings making shower temperature and pressure challenging to control. Aqualisa designed the Quartz system to address these issues by integrating an electronic controller into the plumbing of the shower unit. After development and field testing‚ most believed this would take over the market and propel Aqualisa into a powerful position in the shower industry
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------------------------------------------------- Case 2 : Aqualisa Quartz : Simply a better shower 1. Executive summary Aqualisa launched an innovative shower in 2001‚ called the Quartz shower but the success wasn’t immediate. At present‚ the most important goal for Aqualisa company is to increase its new showers in terms of units and profit. But the main impediment is the lack of awareness about this brand from consumers and the reluctance from plumbers about adopting this shower. In
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HBS CASE: AQUALISA QUARTZ – SIMPLY A BETTER SHOWER 1. Aqualisa spent three years and €5.8 million developing the Quartz. Was the product worth the investment? Is Quartz a niche product or a mainstream product? What is the Quartz value proposition to plumbers? To consumers? Answer: In my personal opion‚ it was worth for the Aqualisa to spend three years and €5.8 million developing the Quartz because of the tremendous potential market demands. For 60% of families had shower with lot of mechanical
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Problem: Aqualisa has invested 5.8 million to develop a breakthrough product‚ the Quartz shower that positions itself superiorly in terms of quality‚ technology‚ design and ease of installation. Since it is not selling well‚ Aqualisa is now looking for a marketing strategy to generate sales momentum for Aqualisa Quartz. Possible alternatives: Targeting the correct market is crucial to solve the problem. With this in mind‚ there are 4 alternative marketing strategies. The first option is to target
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‘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.
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Aqualisa who throughout the history in the U.K. held recognition for having top quality showers‚ a premium brand‚ and great service‚ feeling the market had yet to experiment any major innovations conducted a market research and developed the Quartz. In 2001 launched the Quartz shower; an innovative product that gathered all the characteristics the costumers felt were missing or deficient in the shower industry all at once. This shower provided improvements from water pressure‚ installation‚ temperature
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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
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