Agualisa

Aqualisa Quartz: Simply a Better Shower

Harry Rawlinson:

* Managing director of Aqualisa

Aqualisa

* U.K. shower manufacturer

* 05.2001 – Launched the Quartz shower, the 1st significant product innovation in the UK shower market. By 09 it faded.

* Technologically:

* Water pressure

* Ease of installation

* Use

* Design

* Relaunch every 3 to 4 years

* Made incremental technological improvements to boost the performance and quality, same mechanisms inside.

UK Shower Market

* Only 60% of UK homes had showers.

* Problems: low pressure and fluctuations in temperature

* Electric showers: sold under a separate brand name “Gainsborough” (Exhibit 2)

* Mixer shower valves: 2 types manual & thermostatic. Installation takes 2 days & high cost.

* Aquavalve 609 – company’s core product

* 60,000 units per year

* Revenue: $520

* Integral power showers: less reliable than a mixer shower & booster-pump combination

* Acquastream Thermostatic – primary product in this category.

* 20,000 units per year

* Revenue: $495

* Consumers dislikes

* Poor pressure

* Varying temperature

* Valves stiff

* Leaky seals

* Worn out showers

* Brand awareness was low

* Pricing segment from costumers:

* Premium segment:

* Shopped in showrooms

* High performance and service

* Style

* Standard segment:

* Performance and service

* Independent plumber to recommend or select the product

* Value segment

* Convenience and price

* Simplicity

* DIY (do it yourself)

* Shopped at large retail outlets that catered them

* Inexpensive models that were easy to install

* Bulky and unattractive

* Popular for landlords and...