Summary: Aqulisa’s newest and highly innovative product‚ the Quartz Shower‚ comes in two forms: Standard and Pumped. Despite the initial anticipation and buzz surrounding the product at its outset‚ early sales figures in the first four months were much lower than expected at an average of only 15 units/day. Management is interested in generating sales momentum‚ and is willing to rethink their marketing strategy but not their pricing. The three options they are facing are to target consumers‚ do-it-yourselfers
Premium Marketing Price
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
Premium Marketing Plumbing
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
Premium Marketing
Analytical Summary of the Aqualisa’s Challenge/Opportunity 1) Category – There is a high and persistent demand for showers in the UK‚ the potential market is very high. 44% shower sales are due to shower replacement and 15% for new build. The total quantity of showers sold in the year 2‚000 equaled to 1.800.000 units. This 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
Premium Marketing
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
Premium Marketing Plumbing
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
Premium Marketing Brand management Plumbing
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
Premium Term Time Plumbing
Aqualisa had launched the Quartz shower‚ significant product innovation in the UK shower market in terms of water pressure‚ ease of installation‚ use‚ and design. But this new product is not selling well enough. I will make some analysis in order to understand the situation and make some recommendation for Harry Rawlinson on marketing strategy and ways to generate sales for the Quartz products. 1. What is the Aqualisa Quartz value proposition to plumbers‚ to consumers? Quartz offers
Premium Marketing
Marketing - Aqualisa Quartz | MBA Case Analysis & More ... 7/4/15 5:45 PM Marketing - Aqualisa Quartz Aqualisa Quartz: Simply a Better Shower Problem Statement Harry Rawlinson‚ the managing director of Aqualisa is faced with an interesting problem of selling the Quartz showers. This shower is very innovative and solves problems of Plumber and end customer beyond expectation. Rawlinson has the following questions to solve How to generate sales momentum? Was the problem that the Quartz priced too
Premium Sales Plumbing Marketing
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
Premium Marketing Plumbing