DECISION SHEET - Aqualisa Quartz: Simply a Better Shower

Problem Statement: What marketing strategy should Aqualisa adopt to boost sales of Aqualisa Quartz?

Value Proposition: Quicker installation, Reliable Water Pressure and temperature, One-Touch Control, Stylish looks,
Add-ons like Body jet and Remote Control

Market Segmentation:

 Premium customers: a) Shop in showrooms b) Desire high performance and service c) Style influenced
 Standard customers: a) Desire performance and service b) Rely on plumber recommendation
 Value customers: a) Desire convenience and price b) Selection by independent plumber

Distribution Channels:

 Trade shops: a) Primary customer is plumber b) Stocked only products in demand c) Aqualisa in 40% shops d)
Consumers desire reliability
 Showrooms: a) High-end stores b) Aesthetic displays c) Offer installation services d) Aqualisa in 25%
showrooms
 DIY sheds: a) Cater to mass-market on discount b) Cheaper and convenient products c) Aqualisa not available
 Developers: a) Desire reliable nice-looking showers b) Price-sensitive c) Do not invest in premium products
 Plumbers: a) Desire convenience of installation b) Brand loyalty c) Wary of innovation esp. electronics

Aqualisa Quartz: SWOT Analysis

Strengths: a) Quick installation, Stylish, Reliable, Add-ons

Weaknesses: a) High pricing b) Targeted at niche high-
end segment c) Plumbers reluctant to adopt the product
Opportunities: a) Solves consumer problems on water Threats: a) Affects sales of other Aqualisa products
pressure and temperature b) First mover advantage

Marketing Strategy:

 Aqualisa Quartz falls into Mixer Shower category where 73% decisions are primarily taken by plumber.
Hence Aqualisa needs to woo the plumbers by organizing training programs and providing free samples. The
value proposition to plumbers can be highlighted as reduction in installation time, which enables more work
to be taken up.
 The company needs to bring out advertisements targeting plumbers which attacks the plumber’s reluctance
towards electronics and showcases ease of installation.
 Since the product is targeted at high-end customers who primarily purchase from showrooms, the company
can tie up with showrooms. As only 25% of showrooms stock the product, the company can incentivize the
showrooms to increase this number
 The company can bundle installation services or tie up with plumbers in different geographical regions of the
country to tackle the installation issue.
 The company should not focus on DIY customers and developers since they are price conscious. Reduction of
price is not an option as it will affect the sales of the lower priced Aqualisa 609. Moreover, there is a huge lag
when the product reaches consumers, if the company focuses on developers.