Submitted by: Submitted by mouse33455330
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Words: 672
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Category: Business and Industry
Date Submitted: 10/20/2013 07:48 AM
Aqualisa Quartz: Simply a Better Shower
Harry Rawlinson:
* Managing director of Aqualisa
Aqualisa
* U.K. shower manufacturer
* 05.2001 – Launched the Quartz shower, the 1st significant product innovation in the UK shower market. By 09 it faded.
* Technologically:
* Water pressure
* Ease of installation
* Use
* Design
* Relaunch every 3 to 4 years
* Made incremental technological improvements to boost the performance and quality, same mechanisms inside.
UK Shower Market
* Only 60% of UK homes had showers.
* Problems: low pressure and fluctuations in temperature
* Electric showers: sold under a separate brand name “Gainsborough” (Exhibit 2)
* Mixer shower valves: 2 types manual & thermostatic. Installation takes 2 days & high cost.
* Aquavalve 609 – company’s core product
* 60,000 units per year
* Revenue: $520
* Integral power showers: less reliable than a mixer shower & booster-pump combination
* Acquastream Thermostatic – primary product in this category.
* 20,000 units per year
* Revenue: $495
* Consumers dislikes
* Poor pressure
* Varying temperature
* Valves stiff
* Leaky seals
* Worn out showers
* Brand awareness was low
* Pricing segment from costumers:
* Premium segment:
* Shopped in showrooms
* High performance and service
* Style
* Standard segment:
* Performance and service
* Independent plumber to recommend or select the product
* Value segment
* Convenience and price
* Simplicity
* DIY (do it yourself)
* Shopped at large retail outlets that catered them
* Inexpensive models that were easy to install
* Bulky and unattractive
* Popular for landlords and...