(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 (Aqualisa brand) is with 180.000 number of units sold on the 2nd place, behind Triton (479.000 units). In Mixer Showers category, Aqualisa is also second with 94.000 units (behind brand Mira with 200.000 units sold in year 2000). Company & market environment UK shower
Problem Statement Aqualisa launched the most significant shower innovation in recent British history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Now, the company is faced with some key issues about whether to change the channel strategy, promotional strategy, and
Aqualisa Quartz What is the Quartz value proposition to Plumbers and to the Consumers? The value proposition to the plumbers is the relative ease of installation that reduces the time by up to 1.5 days over a standard shower installation. The Quartz design allows for less repeat trips to fix problems at their own expense. Further, they can pass along the installation jobs to their apprentices. This frees them up to make more money on larger jobs and also ameliorates the shortage of plumbers
Q1. Aqualisa launched the most significant shower innovation in recent British history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews. However, early sales of the Quartz have been disappointing. The company is faced with some key issues about whether to change the channel strategy, promotional strategy, and the overall positioning of the product (niche or a mainstream
Aqualisa target market For Aqualisa’s Quartz shower system to become more profitable and accepted in the United Kingdom’s, stagnant, unimaginative, shower market, Rawlinson needs to work to educate all potential consumers on the features and benefits of the Quartz shower system. More importantly, to gain that market share needed to make the Quartz system successful, Rawlinson needs to focus the Quartz marketing efforts on the do-it-yourselfers, and the plumbers. These markets are the areas that
INTRODUCTION Aqualisa needs to configure a strategy to sell their new shower the Quartz. The newest most innovative shower is not selling like it should be. If they cannot get it off they ground they risk of losing market share to competition. Aqualisa have been doing well in the past years however, with lowered quality and improvement among the competition changes need to be made. The purpose of this analysis is to take a deeper look into Aqualisa to see what their best moves is in order to fix