Case Report

Aqualisa Quartz: Simply a Better Shower

Case Write Up- Marketing Management Spring 2011

About the U.K Shower Market-

60% of the households in U.K have showers- mainly required gravity-fed plumbing

Problems with gravity-fed plumbing

-low pressure at 3-4 liters per minute

-temperature fluctuation throughout the duration of the shower

Plumbers Situation-

-10,000 master plumbers- train for several years+three year apprenticeship

-Consumers might have to wait so six month for a plumber to take a new job

-Shower installation

-Standard installation requires two days

-Major bathroom excavation

-40-50 showers a year per plumber

-40-80€/ hour + cost of excavation and materials

Alternative Solutions for gravity-fed plumbing

Electric Shower (61% of market)

-Bulky appearance on wall

-Low flow rate/pressure

Mixer Shower Valves (30.5%)

-Requires hot/cold water supply

-Pump needed for pressure moderation

-Excavation required

Integral Power Showers (8.5%)

-Requires hot/cold water supply

-Bulky appearance on wall

-Seen as less reliable than the mixer shower

Main Channels of Distribution for Showers:

|Channel of |Primary Product |Primary costumer |Number of Outlets/products |Aqualisa |Total Units |

|Distribution | | |carried | |Sold |

|Trade Shops |Standard/ Most |Plumbers |45,000 different items |Sold in 40% of trade shops |840000 |

| |demanded | | | | |

|Showrooms |Premium/ High-End |Upscale buyers/ |2,000 showrooms |Available in 500 locations |145000 |

| | |designers...