Aqualisa Case

Case: Aqualisa Quartz: Simply a Better Shower

Author:

Žiga Kraševec, 19506891

Aqualisa introduced a new product called Quartz. It is an innovation in the shower market and proved to be one of the best products. The question, the leading people in firm are trying to answer is why does it not sell as good as was supposed to. They are faced with some management decision problems, concerning product and marketing strategies.

SITUATION ANALYSIS

CUSTOMERS:

Shower buyers in the U.K tend to fall into one of three pricing segments: premium, standard, and value.

Value consumer: In this segment are people who value convenience and price the most. They rely on a plumber`s opinion and choice of product. They want to avoid any additional work like excavation.

Standard consumer: Consumers in the standard price range are looking for good service and performance. They also rely on a plumber and his recommendations.

Premium consumer: These are customers, which usually buy in showrooms. High performance and service are taken for granted, but style is of the essence.

There is also sizable do-it-yourself (DIY) market. People who can build things on their own are usually interested in inexpensive models that were easy to install, on the other hand style is not important.

Last are the developers. They are price sensitive (except the luxury builders), but want reliable, nice-looking products that could work in any setting.

CHANNEL:

Showers in the U.K are usually sold through next channels:

* Trade shops (plumbers merchants): The buyers here are usually plumbers, who work for developers, showrooms, contractors, or directly for consumers. The most important thing and strength for this shop is the availability of products.

* Showrooms: This channel offers high-end product lines and brands that are unavailable in other channels. A consultant offers advice and selection of the product in a pleasant environment.

* DIY sheds: It`s a mass market, that...