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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Situation Aqualisa Quartz‚ a significantly innovative product developed by Aqualisa‚ in terms of both cost and quality‚ has been facing challenges in the market since its launch four months ago. The product described by one of the customers (a plumber) is a ’push-fit-connect-you’re done’ shower and offers the customers ’what they (the plumbers) want’. Despite the above facts‚ Quartz has experienced poor sales and has not met the company’s expectations. Brand awareness was low in the industry
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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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Aqualisa Quartz Group Case Presentation Problem The plumbing system in the United Kingdom is very inconsistent due to the varying age of the buildings making shower temperature and pressure challenging to control. Aqualisa designed the Quartz system to address these issues by integrating an electronic controller into the plumbing of the shower unit. After development and field testing‚ most believed this would take over the market and propel Aqualisa into a powerful position in the shower industry
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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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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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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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Aqualisa Quartz Marketing Strategy Final Paper Table Of Contents Executive Summary Situational Analysis SWOT Analysis Strategic Marketing Plan Marketing Mix Strategy Marketing Resources Exhibit Index 1) Aqualisa Marketing Plan Executive Summary ¡§What to do?¡¨ Harry Rawlinson¡¦s dilemma regarding the new innovative Aqualisa Quartz shower line should be considered an enormous opportunity instead of an enormous problem. This Harvard Business School case is an excellent
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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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