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Aqualisa Quartz: Simply a

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

PRODUCT AND PRICE

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

Standard price Segment :


-Emphasizes performance
-Sensitive to service levels
- Plumber influences the product
selection

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

For more than 73 % of the shower purchases Plumbers


play an influential role

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

Aqualisas Answer to the Consumer


Expectation

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

To install the Quartz


shower:

With Quartz
technology:

the plumber had to


identify a physical
space to
accommodate the
remote processor
The processor
contained the
thermostatic mixing
valve and pump
The device could be
mounted
horizontally,
vertically, or on its
side, depending on
space constraints

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

Bring the Brand experience to


customer through its marketing
activities, so that customer can feel
the simplicity of Quartz shower.

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
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