Aqualiss Quartz Case Analysis

Aqualisa Quartz

Written Case Analysis

MKTG 3552

Team S:

Rui Wang

Anqi Pan

Ryo Takamori

Eva Ho

April 18th, 2016

Introduction

In May 2001, Aqualisa launched the Quartz shower, which was considered the first significant product innovation in terms of technological advancement. It addressed the two main concerns of consumers - low water pressure and fluctuations in water temperature. The two versions of the Quartz, the Quartz Standard Shower and the Quartz Pumped Shower, were also easy to install, easy to use, and did not break like traditional showers. Even so, Aqualisa was not able to sell many units of the Quartz the first four months it was released on the market. The objective of this marketing plan is to provide a strategic short-term and long-term plan to help Aqualisa increase the adoption rate of Quartz shower and meet the targeted revenue in next two years.

Situation Analysis

Target Segments

1. Direct Consumers – End-users

The direct consumers were not satisfied with the kind of showers which were available in the market. The consumers wanted the consumer wanted “a shower that looked great, delivered good pressure at stable temperatures, was easy to use, and didn’t break down”. And they also didn’t want “big bulky boxes on the shower wall”.

2. Plumbers

73% of shower selection were made or influenced by plumbers. Plumbers distrusted innovation and were comfortable with the existing shower. Unfamiliar products could present unknown performance problems, and a bungled installation often required a second visit, and the expenses were to be borne by the plumbers. Therefore, plumbers generally preferred to install a single shower brand and were extremely reluctant to switch brands. They also liked to familiarize themselves with the service they could expect from a manufacturer. Although they were 10,000 master plumbers in UK, consumers still need to book them 6-month in advance as plumbers are always busy.

Value Proposition

For plumbers...