Aqualisa Quartz
Marketing Assignment

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Purpose and Issues
Purpose  To revise the marketing strategy for the new Aqualisa Quartz shower, following poor initial take-up of the offer  “Everything . . . tells me this is a breakthrough product. My worry is we’ll miss the opportunity.” Issues  The Quartz is an innovative product that has brought improved functionality and ease of installation. However, plumbers are the primary route for shower purchases and this does not align with plumbers perceptions of values, because
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The very fact that it is a new product hinders take-up as plumbers are conservative The improved functionality is based on digital technology; plumbers are wary of this following previous bad experiences The reduced installation time translates into reduced revenue during the install for the plumber Change the behaviour of plumbers and encourage them to try the product, without cannibalising existing sales to plumbers; or Change the way end-users buy showers, reducing their dependency on plumbers by marketing directly to them 2

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Because of this, the marketing plan needs either to
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Analysis: 4Cs
Customers  Plumbers - 54% of installations by independent plumber; distrust innovation  Consumers influenced by Plumbers  Independent consumers  Developers/ Hotels Company  Recognised for top-quality showers, a premium brand and great service, but being caught up  Service levels slipping in recent years  Number 3 in overall shower market  Serving most markets through multi-brand strategy  Financially stable Competitors  Market shares stable in UK for many years  Over 70% in top four companies  MD Rawlinson believes that the innovation from Aqualisa Quartz will be copied within a few years

Channels  Trade Shops: primary customer = plumber; 73% of power shower sales  Showrooms: tend to be higher end;