AQUALISA QUARTZ: SIMPLY A BETTER SHOWER Aqualisa Quartz is an amazing product‚ it present innovation to shower market and deals with the temperature and pressure issue presented in other type of showers. Aqualisa Quartz is easy to install‚ no need of an expert‚ and also fast‚ half a day approximately‚ compared to other installations that can be 2-3 days. Besides they are very reliable‚ they do not break and do not need high maintenance. However‚ the product‚ after the launch‚ have’t sell as it
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Aqualisa Quartz: Simply a better Shower Aqualisa is a British Shower Making firm in U.K. In May 2001 the company launched a innovative product‚ “Quartz” after investing 3 years of research and €5.8 Million. The Product‚ though‚ as per the MD‚ was leaps and bounds ahead of competition‚ the sales was simply not picking up. Value Proposition to the Customers • Quicker delivery • Remote location of the processers and mixers • Remote controls for operation • Lesser Excavations Value Proposition
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1. 0 Background and Issues Aqualisa is an innovative shower manufacturer with the 3rd highest share in the UK shower market in 2000. In May 2001‚ Aqualisa launched Quartz‚ a technologically advanced product that was expected to greatly improve the shower experience and gain a large market share. Aqualisa Quartz provided a solution to several problems plaguing other showers in the market‚ and had a high potential for profitability with a gross margin of €275-345. However‚ a low sales volume of only
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Situation Aqualisa Quartz‚ a significantly innovative product developed by Aqualisa‚ in terms of both cost and quality‚ has been facing challenges in the market since its launch four months ago. The product described by one of the customers (a plumber) is a ’push-fit-connect-you’re done’ shower and offers the customers ’what they (the plumbers) want’. Despite the above facts‚ Quartz has experienced poor sales and has not met the company’s expectations. Brand awareness was low in the industry
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1a) Customers Shower buyers fall in three pricing segments: premium‚ standard and value. First‚ premium segment is conducted of people who mainly shop in showrooms. Their focus is on great service and high performance. Second segment is called standard. Customers in this segment rely on plumber recommendation and emphasize performance and service. Value segment conducts mainly customers who are primarily concerned with convenience and price. Thus‚ they like to avoid excavation and also tend to rely
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Aqualisa Quartz Case Write up Problem: Aqualisa is suffering from a lack of sales momentum with their new Quartz product line due to a lack strategic promotion. The firm is has boldly attempted to innovate the electric segment of the UK’s shower market. Unfortunately plumbing products have little brand recognition amongst consumers and Aqualisa has a small share of the electric shower market further reducing their new product’s visibility. As electric showers have a reputation of being problematic
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demonstrates a clear opportunity for selling Quartz. 2) Competition – The position of Aqualisa in the UK market is quite strong‚ with products taking 3rd and 4th position in the market share. The major competitor of Aqualisa is Triton who has good brand awareness among consumers. To meet the needs of consumers for ideal pressure and water temperature‚ ease of installation and overall aesthetics‚ Aqualisa invested in R & D and innovative technologies for Quartz. This is surely a notch above the
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Introduction Aqualisa Quartz: ’simply a better shower’ - a significantly innovative product developed by Aqualisa‚ in terms of both cost and quality‚ has been facing challenges in the market since its launch four months ago. The product described by one of the customers (a plumber) is a ’push-fit-connect-you’re done’ shower and offers the customers ’what they (the plumbers) want’. Despite the above facts‚ Quartz has experienced poor sales and has not met the company’s expectations. Hence‚ the company’s
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Marketing Case Study II: Aqualisa Quartz Introduction and Problem Statement Aqualisa‚ a premium British shower manufacturer‚ is experiencing teething problems with its new line of electronic mixed shower products – Quartz. Despite being hailed as “a breakthrough in shower technology” (Case p. 6)‚ early sales were dismal. Plumbers‚ the main channel of Aqualisa’s products‚ have developed an ‘electronic phobia’ since the late 1980s when early electronic showers failed‚ hurting Quartz by association
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AQUALISA QUARTZ In an industry where gaining a competitive advantage through product innovation was deemed impossible‚ Aqualisa developed a breakthrough product‚ launching the Quartz in the U.K. shower market in May 2001 with great optimism. Four months after the initial launch of Quartz‚ Aqualisa has only managed to sell the product at a rate of 15 units a day. Managing Director Harry Rawlinson set a goal of selling 100 to 200 units of Quartz showers a day to break through to the mainstream. This
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