Aqualisa Quartz

Aqualisa Quartz : Simply a better shower

What is the Quartz value proposition to plumbers? To consumers?

Stated below are the Quartz value propositions to plumbers and consumers:

* Less installation time

* Reliable water pressure

* Automatic temperature control

* Easy to install and use

* No excavation of wall required

* Elegant look & aesthetics

Why is the Quartz shower not selling? What reasons/factors do you attribute to the performance of the product in the market place?

The reasons that can be attributed to for the slow selling of Quartz showers:

* Plumbers were wary of innovation and distrust showers with electronics

* The price of Quartz was high compared to other available shower products, thus, was possibly affordable to consumers in premium segment only

* Aqualisa Quartz was only present in 25% of the showrooms

* Plumbers and consumers were not aware of the various features of Quartz shower

* Sales force of Aqualisa concentrated more on the existing customers

What should Rawlinson do to generate sales momentum for Quartz product?

Aqualisa has competitive advantage as the competitors are yet to develop a similar product. The problem lies with the marketing strategy for Quartz and not the product itself. Listed below are some of the recommendations that Rawlinson could implements to generate sales momentum for Quartz product.

* The company should promote the product among plumbers as they influence 73% consumers’ decisions. They should provide free kit to plumbers and also organize demo sessions for them highlighting the ease of installation of Quartz

* Focus on increasing Quartz’s penetration in showrooms

* Increase trade shops in our ambit

* Reorganize sales force to focus more on new clients

* Advertise Quartz features to end consumers. Also, highlight the low cost of maintainence to them