! Aqualisa Quartz: Simply a Better Shower HBS Case for Marketing for Managers Course ! ! 1. Situation Analysis 1.1. Customers Shower buyers mainly fall into one of the three pricing segments: • Premium segment: They buy in showrooms‚ value high performance and service‚ and also style is an important selection determinant. • Standard segment: They emphasize performance and service‚ and usually rely on independent plumber to recommend or select a product for them • Value segment : They
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AQUALISA QUARTZ: SIMPLY THE BEST SHOWER CASE STUDY ANALYSIS Assignment issues discussion Question-1: What is the Quartz value proposition to the plumber? To consumers? Answer: Value proposition to customer: • Efficient the reliable water pressure • Efficient and reliable temperature control. • Easy to use. This can be used by children‚ elder person as they don’t need to worry about valve adjustment. Value proposition to Plumber as follows:
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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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YOUNGME MOON Aqualisa Quartz: Simply a Better Shower By: Marjan Hozjan Ljubljana‚ February 2007 -------------------------------------------------- 1. Conduct a situation analysis a) Customers (segmentation‚ characteristics) According to the HBS case (p.2-3)‚ shower buyers in the United Kingdom fall into one of three pricing segments: premium‚ standard and value segment. Consumers in the premium segment typically shopped in showrooms; they took for granted high performance and service
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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 Introduction Aqualisa is a U.K. based shower manufacturing Company. The Company has been very reputed in the U.K. market for its top quality showers‚ reliability and great service. It had launched its premium brand Quartz in May 2001. The basic purpose behind launching this brand was to address the concerns of the consumers and the plumbers which perhaps were not satisfied
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Preparation Questions: 1. What is the Quartz value proposition to plumbers? To Consumers? To plumbers: a. Very easy to install - ’push-fit-connect-you’re done’ b. More profitable i. ½ day work (25% of previous time)‚ apprentices can do work also opportunity to install more and capture some of historical 6-mo. wait list ii. on average‚ plumbers do 40 to 50 a year (generally 2-day job)‚ but generally without reducing profit‚ will be able to do many more To consumers: c. Efficient and
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1. What is Quartz’ current marketing strategy? Company conducted market research‚ spent EU5.8 million in development‚ invested in a new state-of-the-art testing facility‚ acquired 9 patents‚ grew engineering team from 6 to 20 and established stages of new product development pipeline. Company spent 90% of their sale efforts on maintaining existing accounts and 10% on developing new customers. Company had longstanding direct relationship with a group of plumbers. Sale force contacted its network
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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 competition
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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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