Sheroze Arshad 12123026Arhem Butt 11123038Usman Ikram 11123020Mehwish Akhtar 13222001

Aqualisa QuartazSimply The Better Shower

Case Overview• Aqualisa’s reputation had always been strong in

the U.K. shower market as a premium brand & great service

• Aqualisa has invested 5.8 million to develop a breakthrough product, the Quartz shower that positions itself superiorly in terms of quality, technology design and ease of installation.

• Aqualisa is now looking for a marketing strategy to generate sales momentum for Aqualisa Quartz.

The U.K. showers Market

There were three types of Showers in the U.K market

1. Electric Shower2. Mixer Shower Valves3. Integral Power Shower

Electric Showers

• It heated the water to the required temperature, eliminating the need for a boiler to store hot water

• It was convenient for small bathrooms

• Did nothing to address the poor water flow

• Aqualisa sold electric shower under a separate brand name, “Gainsborough”

Mixer Shower Valves

• Valves came in two types:

• Thermostatic: controlled temperature automatically

• Manual: manually find the right temperature

• For water pressure it required a booster pump costing additional 350 to 600

• Aqualisa sold it under the brand name Aquavalve609

Integral Power Showers

• It had combined a thermostatic mixer valve and booster pump

• It was the strongest selling shower in the power shower technology

• Aqualisa sold this type of shower under the brand name of Aquastream Thermostatic

Problems In U.K. Shower Market

• Main Problems:Poor pressure & Fluctuation in temperature

• Other Problems:Hard to turn valves, Leaky seals, worn-out showers

Quartz Shower ValveThe Breakthrough Product

Quartz Value Proposition

Choices To Overcome The Problem

Rawlinson had different marketing strategies to overcome the problem.The choices were:

•Targeting customers directly•Targeting DIV•Targeting developers•Targeting trade shops & plumbers

Our StrategyTargeting the Plumber

WHY ???

Plumbers are the best sellers & also the best influencer in the showers sales product and 73% buying decision involve plumber advice, thus Aqualisa should make an intensive approaching program to introduce the Quartz benefits to the plumbers. It would also save the huge cost of advertising.

Conclusion• Create an intensive market communicating

campaign to target the market (consumers) & to target the influencer (plumbers)

• Focus in premium market showers to increase the sales in Quartz products

• Enhance market research to find what customers really needs & wants regarding showers