Y 1 0 , 2 0 0 6 ____________________________________________________________ ____________________________________________________ Professor Youngme Moon and Research Associate Kerry Herman prepared this case. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Some data have been modified or disguised. Copyright © 2002 President and Fellows of
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Marketing Strategy // Fall Semester 2013/14 // Prof. Dr. Kuester // Zaehringer Lucas, Prikhodko Roman, Oberhofer Moritz, Nan Jiaxi, Brozda Jacek, Achtelik Olivia // Aqualisa // 15.10.2013 THE INDUSTRY PRIOR TO 1998 • Mature market with incremental innovations • Biggest part of the market is replacement (44%) • 60% of UK homes have showers • Gravity-fed plumbing: pressure and temperature problems • Three main types of products (electric, mixer and power showers) • Low brand awareness: plumbers
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Case study Aqualisa Quartz: Simply a better shower Q1. What is the Quartz value proposition to a) consumers b) plumbers? Ans. Aqualisa, a U.K. based shower manufacturing Company had launched its premium brand µQuartz¶ in May 2001. The Company has been very reputed in the U.K. market for its top quality showers, reliability and great service. The basic purpose behind launching this brand was to address the concerns of the consumers and the plumbers which perhaps were not satisfied with the existing
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AQUALISA CASE STUDY AQUALISA VALUE PROPOSITION • Easy to install: half a day V/S 2 days. Apprentice can also install • Earn more Plumbers can do more install in less time more profitable • Reliable : lesser break downs. Second visit if require need to be borne by the plumber. C O N S U M E R S • Safety: Family and especially safe for kids • Ease of use: Remote control, one touch button, indicator - All age group can use. • As easy to installed DIY customer can easily adopt. • No issue :flow
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gonna be led sales in the channel. Gainsborough targeting the DIY market so they sold it to the DIY Sheds, and then the DIY consumer will be buy the product in DIY outlets. 5. Please explain the channel from producer to consumer for ShowerMax: Aqualisa sold to developers under ShowerMax brand, which only available through specialist contract outlets. Because new homes were almost exclusively buit with high ressure systems so elements of the aquavalve technology had been redesigned and rebranded
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November 13, 2011 Aqualisa Quartz Case Study SCH-MGMT 660 Ben Hubbard FALL 2011 Table of Contents Overview............................................................................................................................... 3 SWOT Analysis: ..................................................................................................................... 3 Strengths: ........................................................................................................
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1. Problem Statement: In May 2001, Aqualisa had launched the Quartz shower, a real significant product innovation, with unique and superior features in terms of technology, water pressure, design and ease of installation. Four months after the launch, despite the initial euphoria surrounding the product, Quartz has experienced poor sales and has not met the company’s expectations. Harry Rawlinson, the MD of Aqualisa, needs to rethink the Marketing strategy, in order to generate sales momentum and
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Introduction: Every company dreams that one day they can bring something unique and very competitive, and use it to dominate the market. But things might not be as easy as they thought. In Aqualisa case, Harry Rawlinson, managing director of Aqualisa, gives us an example that even with new significant shower product Quartz, which seems to be perfect in every aspect, they cannot make a relative progress in U.K. shower market. Quartz is designed to solve all the troubles that exist in U.K. showers
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AQUALISA QUARTZ: SIMPLY A BETTER SHOWER F ELIX L E C HEVALLIER – 11/01/2012 1) Which value do the various products from Aqualisa (the UK company) create: for consumers ? for plumbers ? for its channel partners ? The first step that we need to take is to analyse what are the segmentations of the market. There are three pricing segments as said in the case: premium, standard and value. These segments differentiate the basic consumers; we then have DIYers and developers that have specific standards
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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
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