Aqualisa

Aqualisa Quartz: Simply a Better Shower

1.Situation analysis

a. Customer analysis

Shower buyers in the U.K. fall in three pricing segments:

1. Premium.- Customers who typically shopped in showrooms, took for granted high performance and service and their selection was determined by style.

2. Standard.- Costumers who tended to emphasize performance and service, they usually relied on an independent plumber for the selection of the product.

3.Value.- Costumers who were primarily concerned with convenience and price, liked to avoid excavations and tended to rely on independent plumbers for the selection of the product. This segment falls in with do-it-yourself (DIY) market, with customers who were primarily interested in inexpensive models that were easy to install, and generally shopped at large retail outlets.

b. Channel analysis

The main distribution channels are described as follows:

Trade shops.- Their primary costumer was the plumber (looking for reliable product availability more than technical advice) who worked for developers, showrooms, contractors, or directly for costumers. Mixer Showers are the best-selling product (440,000 units), followed by Electric Showers (330,000 units) and Power Showers (110,000 units). The Aqualisa brand was available in 40% of trade shops.

Showrooms.- They carried high-end product lines and brands unavailable in other channels. The best-selling products are Mixer Showers (70,000 units), followed by Electric Showers (55,000 units) and Power Showers (20,000 units). Showroom consultants typically led consumers through the process of selecting and designing a bathroom solution. There were about 2,000 showrooms in the U.K. The Aqualisa brand was sold in about 25% of them.

DIY Sheds.- Do-it-yourself retail outlets offered discount, and were designed for mass-market, and buyers of lower pricing segment. Dominant in sales for Electric Showers (550,000 units), which are cheap, easy to install. Followed by Mixer Showers...