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
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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: Simply a Better Shower HBS Case for Marketing for Managers Course ! ! 1. Situation Analysis 1.1. Customers Shower buyers mainly fall into one of the three pricing segments: • Premium segment: They buy in showrooms‚ value high performance and service‚ and also style is an important selection determinant. • Standard segment: They emphasize performance and service‚ and usually rely on independent plumber to recommend or select a product for them • Value segment : They
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INTRODUCTION Our report aims at developing a marketing plan for Aqualisa Quartz shower. The product was launched and in spite of being much better than the existing showers in the U.K market in terms of water pressure‚ ease of installation‚ use and design‚ it didn’t have very impressive sales figures in the first four months. This report delves into the details as to why the launch was not successful and what can be done now to improve the situation of the product and the company. It is very important
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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
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YOUNGME MOON Aqualisa Quartz: Simply a Better Shower By: Marjan Hozjan Ljubljana‚ February 2007 -------------------------------------------------- 1. Conduct a situation analysis a) Customers (segmentation‚ characteristics) According to the HBS case (p.2-3)‚ shower buyers in the United Kingdom fall into one of three pricing segments: premium‚ standard and value segment. Consumers in the premium segment typically shopped in showrooms; they took for granted high performance and service
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AQUALISA QUARTZ: SIMPLY A BETTER SHOWER Aqualisa Quartz is an amazing product‚ it present innovation to shower market and deals with the temperature and pressure issue presented in other type of showers. Aqualisa Quartz is easy to install‚ no need of an expert‚ and also fast‚ half a day approximately‚ compared to other installations that can be 2-3 days. Besides they are very reliable‚ they do not break and do not need high maintenance. However‚ the product‚ after the launch‚ have’t sell as it
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Aqualisa Quartz: Simply a Better Shower Introduction Aqualisa is a U.K. based shower manufacturing Company. The Company has been very reputed in the U.K. market for its top quality showers‚ reliability and great service. It had launched its premium brand Quartz in May 2001. The basic purpose behind launching this brand was to address the concerns of the consumers and the plumbers which perhaps were not satisfied
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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 in the market share. The major competitor of Aqualisa is Triton who has good brand awareness among consumers. To meet the needs of consumers for ideal pressure and water temperature‚ ease of installation and overall aesthetics‚ Aqualisa invested in R & D and
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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
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