Beruflich Dokumente
Kultur Dokumente
better shower
Abhishek Bhatnagar
Arti Jain
Sameer Jain
Siddharth Gupta
Varun Baxi
15P003
15P011
15P045
15P051
15P055
COMPANY OVERVIEW
Aqualisa is a UK shower manufacturer: a strong
reputation, a premium brand & great service.
Aqualisa has invested 5.8 million to develop a
breakthrough product (May 2001), the Quartz
shower that positions itself superiorly in terms of
quality, technology, design and ease of
installation.
Marketing strategy to generate sales momentum
for Aqualisa Quartz??
4 P ANALYSIS FOR
SHOWERS
Product
Electric
Shower
Mixer Shower
Power Shower
Place
Trade Shop
Showrooms
DIY Outlets
Price
Premium
Standard
Middle-Low
Promotio
n
Advertises
PRICING SEGMENT
Premium Segment
Consumer :
- Shopped in showrooms
- Granted high performance
and service
- Style determined selection
Value Segment :
-Concerned with
convenience
-Sensitive to price
-Avoid solutions that
required any excavation
-Product selection rely on
plumber
DIY segment:
- Shopped at large retail
outlets
- Interested in inexpensive
models that were easy to
install, even though bulky
and unattractive
- Overwhelming choice :
Electric showers
- Popular among landlords &
DISTRIBUTION
CHANNELS(Place)
Plumbers :
-High Brand loyality
-Influences about 73 %
market
- Advice Consumers about
the products
-Difficult to convert
Trade shops:
-Carried products across
all available brands
- Sold the brands having
the maximum demand
- Primary customer was
the plumbers
- Aqualisa present in
about 40 % shops
Showroom :
-Caters to premium customers
primarily
- Prefer to keep high value
products
- Offers installation services
- Products are displayed
-Innovation gets the display
space
- Aqualisa
had presence in 25%
DIY Sheds:
showrooms
- Mass market
- Offered discounts
- Offered products which were
easier to install
- Aqualisa brand Gainsbourgh
was present
CONSUMER
SEGMENTATION
EXPECTATION OF
CONSUMER
Plumbers
Ease of installation
Reliability
Low Failure rate
High Profitability
Consumers
Efficient water
pressure
Safe to use
Efficient temperature
control
Aesthetic design
Ease of installation
Quartz..
QUARTZ
CHARACTERISTICS
One
touch
control
Efficient
&
Reliable
water
pressure
Quar
tz
Easy
installati
on
Remote
Processo
r
Two
Versions
The
Quartz
Standard
Shower
The
Quartz
Pumped
Shower
With Quartz
technology:
Installation time of
a half-day
Plumbers were
finding that the
install was so
straightforward
The Quartz shower
provided efficient
and reliable water
pressure and
temperature one
touch control
the temperature
control is automatic
THE PROBLEM
Quartz Sale have not
met expectation
Low awareness
Plumbers technology
syndrome
Expensive
MARKETING STRATEGY
TARGETING
CUSTOMER
DIRECTLY
TARGETING DIY
TARGETING
DEVELOPERS
TARGET TRADE
SHOPS AND
PLUMBERS
Pros
Target
consumers
directly,
essentially a
pull
strategy, and
build a
consumer
brand.
Will be able to
better
compete
against Triton,
the market
leader.
Cons
A costly
strategy for
Aqualisa.
Must be
consistent to
be effective
(out of sight,
out of mind).
Pros
Gainsborough
already
successful in
this category
and Aqualisa
could take
advantage of
its channels of
distributions.
DIY may be
willing to pay
a premium
because of its
ease of
installation.
Cons
Expensive
consumer
advertising.
Must be
consistent to
be effective
(out of sight,
out of mind).
Pros
Could sell in
large volume.
Dealing with
developers
could simplify
sales and
make it less
costly for
Aqualisa.
Will force
plumbers to
familiarize
themselves
with the
product.
Cons
It could take
time for the
product to get
to consumers.
Could be a
tough sell due
to premium
Pros
Plumbers have
direct contact
with final
consumer.
54% of mixer
showers
installations are
done by
plumbers, and
trade shops
represent 46.7%
of the UK shower
market
Plumbers have
big influence on
decision making
process.
Cons
Plumbers
distrust
innovation.
Plumbers may be
difficult to sway
and could take
time to change
their perception.
Trade shops carry
other brands.
Plumber
s
Product presentation
(installation, warranty) to the
plumber community
Provide incentives
Consum
ers
Develop
ers
Make contract
Provide incentives
RECOMMENDATION
RECOMMENDATIONS.
Long
term:
Short
term:
Plumbers:
Greater synergy with
plumber
Invest in large scale
consumer campaign to
build the brand.
Developers
Develop a long term
strategy to target
developers aggressively
Target customers with an
efficient advertising
campaign (constraint on
expenditure)
Showrooms:
Quartz will appeal to
customers who requires
high end product
Developers:
Quartz will help to
capture high end
customers
15