Submitted by: Submitted by physicshouse
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Category: Business and Industry
Date Submitted: 10/10/2012 05:55 PM
Aqualisa Quartz: Simply a Better Shower
Case Write Up- Marketing Management Spring 2011
About the U.K Shower Market-
60% of the households in U.K have showers- mainly required gravity-fed plumbing
Problems with gravity-fed plumbing
-low pressure at 3-4 liters per minute
-temperature fluctuation throughout the duration of the shower
Plumbers Situation-
-10,000 master plumbers- train for several years+three year apprenticeship
-Consumers might have to wait so six month for a plumber to take a new job
-Shower installation
-Standard installation requires two days
-Major bathroom excavation
-40-50 showers a year per plumber
-40-80€/ hour + cost of excavation and materials
Alternative Solutions for gravity-fed plumbing
Electric Shower (61% of market)
-Bulky appearance on wall
-Low flow rate/pressure
Mixer Shower Valves (30.5%)
-Requires hot/cold water supply
-Pump needed for pressure moderation
-Excavation required
Integral Power Showers (8.5%)
-Requires hot/cold water supply
-Bulky appearance on wall
-Seen as less reliable than the mixer shower
Main Channels of Distribution for Showers:
|Channel of |Primary Product |Primary costumer |Number of Outlets/products |Aqualisa |Total Units |
|Distribution | | |carried | |Sold |
|Trade Shops |Standard/ Most |Plumbers |45,000 different items |Sold in 40% of trade shops |840000 |
| |demanded | | | | |
|Showrooms |Premium/ High-End |Upscale buyers/ |2,000 showrooms |Available in 500 locations |145000 |
| | |designers...