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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Aqualisa company overview Aqualisa has always had a strong reputation in the U.K. shower market‚ with the company being generally recognized as having top quality showers‚ a premium brand and great service. It was a highly profitable company and sat quite comfortably with its niche in the market. Harry Rawlinson joined the company in 1998 and believed it was vulnerable for different reasons. In the year 2000‚ Aqualisa had 18.1% of the market share in the shower industry. Aqualisa sold electric
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Subject of the Case: Target marking strategy to build consumer brand‚ while selecting the best distribution channels. Define the Problem: Quartz‚ a new product‚ is far below sales targets and needs to meet them quickly. Background of the Situation Everyone had a bathtub‚ only about 60% of U.K. had showers. Most of U.K.’s pluming dated back to the Victorian era‚ which have gravity fed plumping‚ meaning poor-to-low water pressure about 3 to 4 liters per minute. The low pressure and fluctuating
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Aqualisa Quartz Case Study 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-month 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
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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
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Student Name‚ EMBA 17 Fall2010 All information for this case study was taken from “Aqualisa Quartz: Simply a Better Shower‚” HBS 9-502-030; Rev July 10‚ 2006 Problem ID: Aqualisa hopes to grow the brand through the introduction of a new line‚ the Quartz shower. Initial launch results have been disappointing‚ and the managing director of Aqualisa would like to breathe new life into the launch through a new marketing strategy. The intended result is higher sales‚ wider brand recognition and a
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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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------------------------------------------------- Case 2 : Aqualisa Quartz : Simply a better shower 1. Executive summary Aqualisa launched an innovative shower in 2001‚ called the Quartz shower but the success wasn’t immediate. At present‚ the most important goal for Aqualisa company is to increase its new showers in terms of units and profit. But the main impediment is the lack of awareness about this brand from consumers and the reluctance from plumbers about adopting this shower. In
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and department stores. The shower market is highly fragmented (electric‚ standard mixer and power shower) but three brands continue to dominate – Mira‚ Aqualisa and Triton‚ controlling~70% of the market. 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. About 60% of U.K consumers
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I took into consideration the problem of Aqualisa Quartz shower line and found out how to solve it‚ how to make an enormous problem to become an opportunity instead. This company made a great job with it’s research and creation of product that takes advantage on it’s competitors by giving everything to needs of the customers. But the problem is there is no connection between plumbers and customers. Also sales are affected by bad experience of customers with previous products. So‚ customers don’t
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