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
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Aqualisa Quartz: Simply a Better Shower Case study analysis 1. Situation Analysis a. Customer segmentation and characteristics: * Value buyers: for them convenience and price play the most important role‚ they avoid excavation and tend to install the shower on their own. * Standard buyers emphasize performance and service‚ they rely on independent plumbers to recommend or even select a product for them. * Premium buyers mostly buy in showrooms‚ they need the highest performance
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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
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1c) Competition UK Marketshare Data shows us that UK has five players which sell more then 100.000 units per year (data for year 2000) on the showers market. These are: Triton (545.500 units)‚ Mira (390.000 units)‚ Ganiesborough (203.500 units)‚ Aqualisa (122.000 units) and Masco (120.000 units). If we focus on Electric Showers‚ Gainesborough
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Aqualisa Quartz: Simply a Better Shower By: Hadi Radwan Section: N1 Date: 4/1/2011 Problem statement: With the launch of the new innovative Quartz shower by Aqualisa‚ the Company expected to have a boost in its sales. Yet the sale of the product was not picking up. The Company was facing a big challenge with communicating its product to the consumer/target. The Company wants to ensure that the innovative technology‚ which is leaps and bounds ahead of competition‚ will generate more sales
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5 0 3 -S0 8 14 D E E NER O‚ 2003 YOUNGM E MO ON Aqualisa Quartz: Simplemente‚ una ducha mejor «La fontanería no ha cambiado desde tiempos de los romanos» ––Tim Pestell‚ director nacional de ventas de Aqualisa Harry Rawlinson (MBS 1990) se quitó su abrigo y se dirigió hacia la recepción del South Kent County Marriot. «¿Me podría indicar dónde está el comedor?‚ preguntó‚ tengo unos invitados de Estados Unidos.» La recepcionista le señaló un pasillo decorado con fotografías de las calles y los
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Introduction Aqualisa Quartz: ’simply a better shower’ - 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. Hence‚ the company’s
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Aqualisa Quartz: Simply a Better Shower Decision sheet Submitted by: Ankit Garg (Section B) Objective Develop a marketing strategy for Aqualisa Quartz Market Segmentation Basis Type Market Characteristics Pricing segment Premium Through showrooms‚ high performance and service Standard Rely on independent plumber‚ emphasize performance & service Value Convenience and price. Avoid excavation. Use independent plumber Distribution channel Trade shops Primary customer is plumber
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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
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Marketing Case Study II: Aqualisa Quartz Introduction and Problem Statement Aqualisa‚ a premium British shower manufacturer‚ is experiencing teething problems with its new line of electronic mixed shower products – Quartz. Despite being hailed as “a breakthrough in shower technology” (Case p. 6)‚ early sales were dismal. Plumbers‚ the main channel of Aqualisa’s products‚ have developed an ‘electronic phobia’ since the late 1980s when early electronic showers failed‚ hurting Quartz by association. Furthermore
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