Quartz Value Proposition 1. Easy to install. Half day for plumbers. 2. Aqualisa’s good reputation 3.

Overcame the problem of low pressure with pump 4. Overcame problem of fluctuation in temperature 5. No bulky boxes. Can be hidden 6. Stylish. Electronic lights and buttons 7. Easy to use. One touch control. 8. Safe for children 9. Elderly didn’t have to fight with stiff values 10.Easy to sell in showrooms as easy to demonstrate. 11.Awarded top prize and good press

Challenges 1. Plumbers reluctant to switch because uncertain of performance of new product, second visit. 2. Selling only 15 units and projected to 30-40 in 6 months. But needed 100200. 3. Distribution a. Trade Shops – Focused on demand and no time to explain benefits of new products b. Showrooms – Easy to demonstrate but only premium customers c. Do-it-yourself Sheds – Association may undermine the value and need to give discounts d. Direct to consumers – High cost 3 million to 4 million euros e. Plumbers – Build loyalty, explain benefits, service more consumers. 20% + 25+ 28 f. Developers – time lag

mostly due to stigma of other innovative options that failed or required repairs. Why is the Quartz shower not selling? a. Reluctance of plumbers to switch. Possibly overpriced . b. on average. Competing with existing products while need to focus on increasing market share 5. Very easy to install . Much easier to install for DIY sector 2. ½ day work (25% of previous time). affecting consumers. One touch control with red light indicator e. Opportunity to install more and capture some of historical 6-month wait list ii. plumbers do 40 to 50 a year (generally 2-day job). 20 persons concentrating on 90% on maintaining existing accounts Aqualisa Quartz Case Study 1. but generally without reducing profit. Efficient and reliable water pressure and temperature d.'push-fit-connect-you're done' b. 6. will be able to do many more To consumers: c. More profitable i. What is the Quartz value proposition to plumbers? To Consumers? To plumbers: a.4. apprentices can do work also.

Mainstream. Early test results showed consumers loved the product. Therefore. b. concern about cannibalism (and bringing down value) of other products 3. or target developers? Should he lower the price of the Quartz? Or should he do something different altogether? Targeting the correct market is crucial to solve the problem. This is a high risk option. The second option is to target the plumbers.8 million developing the Quartz. What should Rawlinson do to generate sales momentum for the Quartz product? Should he change his marketing strategy to target consumers directly. they influence 73% of all shower purchases. Yes. With this in mind. Firstly. worth the investment. Aqualisa spent three years and 5. they might still be influenced by the plumbers in making their decisions. The first option is to target the consumers directly. Really only gaining traction in the showrooms.c. Varying temperature iii. even though we can convince the consumers. Break after a while 4. The ease of . there are 4 alternative marketing strategies. Aqualisa needs to implement a marketing strategy that can make them believe in the Quartz's capabilities. because technologically innovative. superior product and resolves all issues: i. target the DIY market. Poor pressure ii. The challenge here is that they are always skeptical about electronic showers and fear that unfamiliar products may cause unknown performance problems. it requires a high advertising budget (3-4 millions). we put the option of targeting the consumers directly as a long term goal that will be achieved after the implementation of the second option. Consumers are currently relatively uninformed and there was little understanding of product options. Secondly. Currently. Was the product worth the investment? Is Quartz a niche product or a mainstream product? a.

will be able to do many more To consumers: c. However. The third option is to target the DIY group. What is the Quartz value proposition to plumbers? To Consumers? To plumbers: a.bignerds. The last option is to target the developers. which would translate into more installations and higher income for them. Efficient and reliable water pressure and temperature . More profitable i. http://www.'push-fit-connect-you're done' b. ½ day work (25% of previous time). it would be difficult to climb out. plumbers do 40 to 50 a year (generally 2-day job). but generally without reducing profit. The Quartz's easy installation benefit would certainly make it a hit among the DIYers. directly increase the sales and profit has to be share. it might be detrimental to Quartz's image as a premium brand and once we are in the DIY sheds. instead of the usual two days and their apprentices could also do the job for them). apprentices can do work also. Very easy to install . on average. Enlarge the distribution channel. Opportunity to install more and capture some of historical 6-month wait list ii.com/papers/29232/Aqualisa/ Aqualisa View Full Essay Aqualisa Quartz Case Study 1. Also the Aqualisa could have a deal with the plumbers that if they recommend and install a certain amount they would get a commission.installation feature should generate much enthusiasm in the plumbers because it can help them increase their productivity (half-a-day installation.

there are 4 alternative marketing strategies. mostly due to stigma of other innovative options that failed or required repairs. b. because technologically innovative. Reluctance of plumbers to switch. Mainstream. Yes. Really only gaining traction in the showrooms. Why is the Quartz shower not selling? a. Much easier to install for DIY sector 2. superior product and resolves all issues: i. Early test results showed consumers loved the product. affecting consumers. Was the product worth the investment? Is Quartz a niche product or a mainstream product? a. Aqualisa spent three years and 5.d. worth the investment. b. Poor pressure ii. Varying temperature iii. One touch control with red light indicator e.8 million developing the Quartz. Consumers are currently relatively uninformed and there was little understanding of product options. Break after a while 4. With this in mind. Possibly overpriced c. concern about cannibalism (and bringing down value) of other products 3. . What should Rawlinson do to generate sales momentum for the Quartz product? Should he change his marketing strategy to target consumers directly. or target developers? Should he lower the price of the Quartz? Or should he do something different altogether? Targeting the correct market is crucial to solve the problem. target the DIY market.

Plumbers. have developed an ‘electronic phobia’ since the late 1980s when early electronic showers failed. 6). Developers: As property developers are price sensitive. This paves the way to persuading plumbers to change their attitudes towards electric showers.The first option is to target the consumers directly. Therefore. it. early sales were dismal. hurting Quartz by association. most plumbers found the Quartz installation easy and timely. plumbers become an extremely vital channel of distribution for promoting Quartz as a mainstream brand. This is a high risk option.. Marketing Case Study II: Aqualisa Quartz Introduction and Problem Statement Aqualisa.K. Firstly. the main channel of Aqualisa’s products. Despite being hailed as “a breakthrough in shower technology” (Case p. 2) Whether to target the other channels of distribution Trade Shops: Quartz models accounted for the highest profit margin in dollar sales (Appendix 1). . forming a major selling point. a premium British shower manufacturer. vis-à -vis €335 from Aquavalve 609 (with the best margins). Despite their resistance to electric showers. Aqualisa’s current flagship. especially to Aquavalve. Moreover. Alternatives and Analysis 1) Whether to target the plumbers 73% of consumer decision is derived from plumbers’ advice . is experiencing teething problems with its new line of electronic mixed shower products – Quartz. as trade shops could get at least €400 per unit of Quartz sold. it would be in the interests of the trade shops to adopt Quartz. shower market .. independent plumbers installed 54% of mixer showers in the U. Furthermore. the company is also concerned of cannibalization that could occur to Aqualisa’s existing products should Quartz become successful. cheaper shower models such as “Aquavalve Value” should be promoted to increase sales fo ... In view of this.