Aqualisa Quartz: Simply a Better Shower By: Hadi Radwan Section: N1 Date: 4/1/2011 Problem statement: With the launch of the new innovative Quartz shower by Aqualisa‚ the Company expected to have a boost in its sales. Yet the sale of the product was not picking up. The Company was facing a big challenge with communicating its product to the consumer/target. The Company wants to ensure that the innovative technology‚ which is leaps and bounds ahead of competition‚ will generate more sales
Premium Marketing Brand
------------------------------------------------- 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 order to cope that‚ the best solution is to
Premium Advertising Brand Marketing
5 0 3 -S0 8 14 D E E NER O‚ 2003 YOUNGM E MO ON Aqualisa Quartz: Simplemente‚ una ducha mejor «La fontanería no ha cambiado desde tiempos de los romanos» ––Tim Pestell‚ director nacional de ventas de Aqualisa Harry Rawlinson (MBS 1990) se quitó su abrigo y se dirigió hacia la recepción del South Kent County Marriot. «¿Me podría indicar dónde está el comedor?‚ preguntó‚ tengo unos invitados de Estados Unidos.» La recepcionista le señaló un pasillo decorado con fotografías de las calles y los
Premium Estados Unidos Empresa
Aqualisa Quartz: Simply a Better Shower Decision sheet Submitted by: Ankit Garg (Section B) Objective Develop a marketing strategy for Aqualisa Quartz Market Segmentation Basis Type Market Characteristics Pricing segment Premium Through showrooms‚ high performance and service Standard Rely on independent plumber‚ emphasize performance & service Value Convenience and price. Avoid excavation. Use independent plumber Distribution channel Trade shops Primary customer is plumber
Premium Marketing
1. What is the Quartz value proposition to plumbers? The Quartz has solved all problems that the previous products had: it looked great‚ delivered good pressure at stable temperature‚ was easy to use and didn’t break down‚ that meant for plumbers good guarantee‚ plus it was easy to install‚ required 50% less time. 2. Why is the Quartz shower not selling? Well after checking all table charts in the case the answer is to easy. It cost crazy money in comparison with other products on the market
Premium Marketing Brand
Aqualisa company overview Aqualisa has always had a strong reputation in the U.K. shower market‚ with the company being generally recognized as having top quality showers‚ a premium brand and great service. It was a highly profitable company and sat quite comfortably with its niche in the market. Harry Rawlinson joined the company in 1998 and believed it was vulnerable for different reasons. In the year 2000‚ Aqualisa had 18.1% of the market share in the shower industry. Aqualisa sold electric
Premium Marketing Revenue
Case memo The UK shower equipment market grew by 0.1% from 2000 to 2001 to reach a value of £588 million in 2001. Market value has increased steadily ‚ totaling nearly 12% for the period 1997 to 2001. Shower products for the domestic and commercial sectors are distributed through a wide range of channels. The main distribution channel continues to be builders and plumbers merchants with the DIY multiples also holding a substantial share. Other retail channels include bathroom specialists‚ grocery
Premium Marketing Plumbing
Subject of the Case: Target marking strategy to build consumer brand‚ while selecting the best distribution channels. Define the Problem: Quartz‚ a new product‚ is far below sales targets and needs to meet them quickly. Background of the Situation Everyone had a bathtub‚ only about 60% of U.K. had showers. Most of U.K.’s pluming dated back to the Victorian era‚ which have gravity fed plumping‚ meaning poor-to-low water pressure about 3 to 4 liters per minute. The low pressure and fluctuating
Premium Plumbing Marketing
Aqualisa Quartz Case Study 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-month 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
Premium Marketing
In 2001 Aqualisa created a new product‚ Quartz‚ which they felt revolutionized the shower industry. Much to their dismay the new product was having a difficult time selling. After analyzing their marketing strategy I have found several reasons for the Quartz low sales volumes. 1. Placement in premium segment 2. Poor marketing to customers‚ plumbers. 3. Small retail network When launching the new product‚ Aqualisa decided that Quartz should be placed in the premium segment.
Premium Marketing