Aqualisa should position Quartz as a premium shower at current retail price, targeting consumers who value styling, multiple setting options, and ease of use (Exhibit 1). Aqualisa’s current portfolio does not offer a premium mixer or power option (Exhibit 2). Quartz could fill this gap and obtain market share from competitors (Exhibit 3) by offering a unique hands-on customer experience. Aqualisa has proven that a working display of Quartz in the showroom is extremely effective. However, it is only available in 25% of showrooms across the UK. To convince more showrooms to carry the brand, Aqualisa should offer trade incentives on MSP for 6 month to demonstrate the selling power of Quartz. This strategy will allow Aqualisa to differentiate Quartz from competitors like Hangsgrohe, while maintaining market share in other channels, resulting in minimal cannibalization (Exhibit 4). Already recognized as a premium brand, Aqualisa can leverage its innovative technology and tailored campaigns to build brand awareness (Exhibit 5) and quickly become the top player in the premium space. A number of other options are also presented: targeting consumers, DIY or developers. Marketing to consumers alone may be ineffective, as they rely heavily on plumbers to select a product. This approach is also expensive, requiring mass media advertisements in an industry where brand awareness is low. While Triton was successful in building awareness, their sales are mainly in cheap electric segment (Exhibit 3). It’s also unknown how long this took to build. DIYers are shopping at much lower price points covered by Gainsborough. Early association with discount channels could hurt the premium brand; however future moves to introduce Gainsborough with Quartz technology could grow shares in the value segment. Marketing to developers is illogical, as they are happy with ShowerMax. However,