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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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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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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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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The Problem: Why Aqualisa Quartz was not selling even with high quality‚ strong functions‚ innovatory technology and is easy to install‚ use and design? This means‚ they have got "the right product" but not "the right vision". Alternatives: Targeting Consumers Directly -Maximum competitive advantage as a breakthrough product -Skip the plumbers channel in a way‚ at least affect consumers’ choice less -Once brand loyalty is built‚ maintaining the relationship is not as expensive as if build
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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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decision issues in the case 1. Aqualisa has to decide its channel strategy (which channel to choose from trade shops‚ showrooms‚ DIY sheds‚ or plumbers to increase sales)‚ product promotion strategy (how to promote new product)‚ and product positioning strategy (how to position products in a segment). 2. Most of the plumbers are conservative and historically hesitant to any electronic devices in showers. So how should Aqualisa convince and make these plumbers accept Quartz showers? 3. Whether it
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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 Quartz: Case Study 1. What is the Quartz value proposition to plumbers? What is Aqualisa Quartz value proposition to consumers? The value proposition of Aqualisa Quartz to plumbers is that it is easy to install; it is more profitable because they are able to do more installations. Because the installation process is less complicated‚ it takes less time to install (only half a day compared to 2 days previously). This gives plumbers the opportunity to install more units and capture
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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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