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    Aqualisa Quartz

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    Tatsat Pandey
    Aqualisa is a UK-based shower manufacturer that launched the Quartz shower in 2001, which was more advanced than other UK showers in terms of water pressure, temperature control, ease of installation, use, and design. However, sales of the Quartz were not meeting expectations. Plumbers influenced 73% of consumer shower purchases but were reluctant to install new products like the Quartz due to past failures. Additionally, consumers were unaware of the Quartz brand and perceived the products as overpriced. The document analyzes options for Aqualisa to improve Quartz sales, including providing plumbers incentives and training to promote the Quartz, targeting consumers directly through advertising, and increasing Quartz availability in showrooms

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    Aqualisa Quartz

    Uploaded by

    Tatsat Pandey
    210 views3 pages
    Aqualisa is a UK-based shower manufacturer that launched the Quartz shower in 2001, which was more advanced than other UK showers in terms of water pressure, temperature control, ease of installation, use, and design. However, sales of the Quartz were not meeting expectations. Plumbers influenced 73% of consumer shower purchases but were reluctant to install new products like the Quartz due to past failures. Additionally, consumers were unaware of the Quartz brand and perceived the products as overpriced. The document analyzes options for Aqualisa to improve Quartz sales, including providing plumbers incentives and training to promote the Quartz, targeting consumers directly through advertising, and increasing Quartz availability in showrooms

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    05. Aqualisa Quartz

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    Aqualisa is a UK-based shower manufacturer that launched the Quartz shower in 2001, which was more advanced than other UK showers in terms of water pressure, temperature control, ease of installation, use, and design. However, sales of the Quartz were not meeting expectations. Plumbers influenced 73% of consumer shower purchases but were reluctant to install new products like the Quartz due to past failures. Additionally, consumers were unaware of the Quartz brand and perceived the products as overpriced. The document analyzes options for Aqualisa to improve Quartz sales, including providing plumbers incentives and training to promote the Quartz, targeting consumers directly through advertising, and increasing Quartz availability in showrooms

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    210 views3 pages

    Aqualisa Quartz

    Uploaded by

    Tatsat Pandey
    Aqualisa is a UK-based shower manufacturer that launched the Quartz shower in 2001, which was more advanced than other UK showers in terms of water pressure, temperature control, ease of installation, use, and design. However, sales of the Quartz were not meeting expectations. Plumbers influenced 73% of consumer shower purchases but were reluctant to install new products like the Quartz due to past failures. Additionally, consumers were unaware of the Quartz brand and perceived the products as overpriced. The document analyzes options for Aqualisa to improve Quartz sales, including providing plumbers incentives and training to promote the Quartz, targeting consumers directly through advertising, and increasing Quartz availability in showrooms

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    MARKETING MANAGEMENT

    CASE ANALYSIS AQUALISA QUARTZ: SIMPLY A BETTER SHOWER



    Submitted by: PGP H, Group 8
    SN Name of Student Roll No.
    1 ASHISH TOMAR 2014PGP067
    2 PARESH KOTKAR 2014PGP245
    3 ISHANI MITTAL 2014PGP137
    4 TATSAT PRAKASH PANDEY 2011IPM112
    5 PRATIBHA INDORIA 2011IPM072
    6 SAHIL AGGARWAL 2014PGP318
    7 DHAVAL VAIDYA 2014PGP411












    SITUATIONAL ANALYSIS:

    Company Background:
    Harry Rawlinson is the Managing Director of Aqualisa, a U.K.-based shower manufacturer. In May
    2001, Aqualisa had launched the Quartz shower, which was the first significant product innovation in
    the U.K. shower market. In Harrys opinion, the Quartz was technologically leaps and bounds above
    other U.K. showers in terms of water pressure, temperature control, ease of installation, use and
    design.

    SWOT Analysis (for Quartz showers):
    Strengths:
    A breakthrough innovation in terms of
    great looks, good water pressure at stable
    temperatures, ease of use for customers.
    Its biggest selling point was its ease of
    installation. Plumbers could install Quartz
    shower in only half a day as against
    traditional showers which took 2 days.
    Shower valve could be controlled remotely
    through the use of electronics.
    Automatic temperature control.
    Safe for kids and convenient for elders or
    handicapped people.
    Weakness:
    Plumbers were reluctant to take up
    installation of new products due to
    previous failures experienced by them.
    No reduction in the rate of defects since
    its introduction (10% of the showers still
    reported certain problems).
    Customers always perceived Aqualisas
    products to be overpriced.
    Customers had little awareness of the
    Quartz brand.


    Opportunities:
    Partnership with Do-it-Yourself retail
    outlets like B&Q could help push sales,
    and it could also avoid the need for
    expensive consumer advertising.
    Threats:
    In order to promote the sale of Quartz,
    Aqualisa might have to undermine its
    own existing products.
    Its direct competitor brand, Triton, had
    already managed to build brand
    awareness at the consumer level, which
    Quartz had been unable to do till now.

    Issues & Decisions:
    The key issue being faced by Quartz brand is the fact that its high quality is not translating into actual
    sales. The following stakeholders would need to be involved in rectifying the above problem: -
    1. Plumbers: 73% of consumers decisions (20%+25%+28%) for purchasing showers are
    influenced in some way or the other by plumbers.

    2. Developers: They are potentially a large volume distribution channel for Quartz. Due to their
    better negotiating power with plumbers, they could have a say in convincing plumbers to
    prefer installing Quartz over substitutes.



    Options & Recommendations:
    1. As plumbers directly influenced the consumers, providing proper training and incentive to
    the plumber for the promotion of Quartz could help in a better market penetration for
    product.

    2. The company should target the end user i.e. the customer directly for the publicity of its
    product as the consumers were unaware of the product till now. Also, the consumers
    needed to be convinced that by paying a little higher price, they could significantly reduce
    the after sales cost.


    3. As the market penetration of the brand in showrooms was quite poor (sold only in about
    500 out of 2000) a premium product such as quartz should be made available more in
    showrooms where there are more chances of it being purchased.

    4. The primary focus can also be towards trade shops where the plumbers are the main
    customers. They could also offer demonstrations in these trade shops for the benefit of the
    plumbers which focussed on the simplicity of the installation.






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