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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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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segmentation of Aqualisa Quartz is focusd on Independent plumbers (Plumbers who do not work for any company)‚ End user (Self installation -> 4‚745 pound to 15‚000 pound) around 13‚550‚000 people‚ End user (Middle income -> 15‚000 pound to 30‚000 pound) around 20‚600‚000 people‚ and at last End user (High income -> 30‚000 pound and above) around 5‚770‚000 people(http://en.wikipedia.org/wiki/Income_in_the_United_Kingdom). Targeting (Differentiation targeting) Aqualisa Quartz In the
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HBS Case: AQUALISA QUARTZ – SIMPLY A BETTER SHOWER. 1. (A) After spending 5.8 million developing the Quartz‚ the product is definitely worth the investment because (1) The Quartz is the product that answer directly to the customer needs and wants. Most consumers need and want the product that can fix the problems – poor pressure‚ fluctuations in pressure and tolerance in using. (2) Choosing a shower brand depends mostly on which brand plumbers are familiar to so with new technology of the
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industry environment is Aqualisa operating in? • Aqualisa is recognized as top quality‚ premium brand with great service. However‚ Aqualisa could be vulnerable due to the competitiveness of the shower marker. Other companies are catching up in terms of product quality and offering lower prices than Aqualisa. • Challenges in UK: poor plumbing‚ low pressure‚ and fluctuation in temperature. 60% of UK homes had showers Aqualisa products are able to deliver high pressure shower with improved aesthetics
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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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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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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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‘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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thought. In Aqualisa case‚ Harry Rawlinson‚ managing director of Aqualisa‚ gives us an example that even with new significant shower product Quartz‚ which seems to be perfect in every aspect‚ they cannot make a relative progress in U.K. shower market. Quartz is designed to solve all the troubles that exist in U.K. showers. It provides efficient and reliable water pressure and temperature‚ needs less space in bathroom‚ has a stylish looking and is easy to use and install. Although Quartz leaps all other
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