09/03/2017 Aqualisa Quartz: Simply a Better Shower, Case Study - WriteWork

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Aqualisa Quartz: Simply a Better Shower, Case

Study
Essay by amitabht,University, Master's,C-, March 2005

download word le, 11 pages 4.5

Downloaded 817 times

Keywords decisions, challenges, expectations, Marketing strategy, signicantly
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Introduction

Aqualisa Quartz: 'simply a better shower' - a signicantly innovative product developed by Aqualisa, in terms
of both cost and quality, has been facing challenges in the market since its launch four months ago. The
product described by one of the customers (a plumber) is a 'push-t-connect-you're done' shower and offers
the customers 'what they (the plumbers) want'. Despite the above facts, Quartz has experienced poor sales
and has not met the company's expectations.

Hence, the company's managing director, Harry Rawlinswon, a HBS graduate who has the 'itch to think big'
is faced with many key decisions regarding the company's marketing strategy. He is re-evaluating their
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09/03/2017 Aqualisa Quartz: Simply a Better Shower, Case Study - WriteWork

existing strategy regarding the overall positioning of the product, distribution channels and effectively pricing
and promoting Quartz.

This report analyzes Aqualisa's existing strategy, beginning with market segmentation and customer
behaviour leading to the 4Ps (Product, Place, Price and Promotion). Based on the analysis, recommendations
have been provided that will help Aqualisa in developing an effective marketing strategy.

Finished 03

Finished bedroom with tted wardrobes

2nd Bedroom Ensuite Tiling

U.K Shower Market

U.K. Shower market is consists of customers who are quite uninformed about the showers and do understand
the product options. Based on the information in the case, they can be divided into mainly two categories of
customers: individual buyers and property developers. Each of these is further subdivided based on two
variables: price and customer behaviour. The table below, lists a few characteristics

Figure 1: Market Segments based on Price v. Customer Behaviour

A detailed description of the above gure is as follows, along with the product that Aqualisa offers to cater to
their need. Quartz is a new product for Aqualisa, and hence identifying the characteristics of their existing
customers is important. Aqualisa needs to develop an effective positioning strategy for Quartz, so that it does
not cannibalize their existing products and...

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Aqualisa Quartz: Simply a Better Shower, Case Study. (2005, March 10). In WriteWork.com. Retrieved
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More "Case Studies" essays:

Aqualisa Quartz is case study of Harvard business school.

... Aqualisa Quartz In an industry where gaining a competitive advantage through product innovation was
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6 pages 375 Oct/2007 5.0

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