Case Analysis – Aqualisa Quartz

Section – B, PGPM 2015-17Group 9

Apurv Gupta , 15P069Keshav Bajaj, 15P088

Kriti Chowdhary, 15P089Rohit Jain, 15P103

Vishal Kumar, 15p119

Overview of UK shower market• Each family had a bathtub with only 60%

homes having showers

• Archaic Plumbing was still common

• Gravity Fed▫Cold Water Tank or cistern were present in

roofs▫Separate boiler and cylinder needed▫Poor to Low water pressure▫Frequent fluctuations in temperature▫Tackled by the use of electric shower,

shower valves, integral power showers

Pricing Segments• Premium

▫Shopped in showrooms▫Look for high performance and service▫Large focus on appearance

• Standard▫Majorly dependent on plumber’s

recommendation▫Emphasis on performance and service

• Value▫Convenience and price

Channels of distribution• Showrooms

▫High End Products▫Offered Installation services▫No inventory held on location

• Trade Shops▫Primary customer – Plumbers linked to some

developers▫Focus on stock availability of product in

demand

• Do It Yourself Sheds▫Offer discounts, mass markets, Do it Yourself

products▫Gainsborough available in 70% DIY Outlets

Consumer Needs and Wants• Constant Pressure

• Stable Temperature

• Ease of use

• Ease of Installation

• Compact sizing

• Stylish in appearance

• Reliability – Less chances of breakdown

Aqualisa Quartz• Breakthrough innovation

• Came in two versions- with & without pump

• Locates the processor (thermostatic mixing valve and pump) away from shower

• Ease of installation

• Push button control light on the valve which flashed when the desired temperature is reached

Four P’s – Aqualisa QuartzPRODUCT PRICE PLACE PROMOTION

Superior to other showers in market

Priced higher Distribution channels like:

Sales force:90% existing customers, remaining on new ones

Provided efficient and reliable water pressure

Additional features justify the premium charge

Showrooms Contacted the plumbers face to face to introduce the product

One touch control

Tradeshops

Automatic temp control

DIY outlets

Easier installation

Quartz standard and premium

Problem at hand• Lower than expected sales

• Conservative nature of plumbers

• Reluctance of plumbers to innovation, particularly electronics

• Danger of getting positioned as a niche product

What options do we have?

• Target Customers Directly▫ Creation of powerful brand▫ Less cost effective for Aqualisa

• Target Do It Yourself▫ Mass markets and discount channels can help in getting

large sales volumes▫ Loss of brand image as a premium brand

• Target Developers▫ Simplified bulk sales▫ Ensure long term customers▫ Plumbers aware about the product▫ Developers look for the best price - Premium price of

Aqualisa might be an issue

Recommendations• Educate plumbers:

▫ Educate them on new innovations▫ Increase awareness about usability and installation of

Quartz▫ Conduct free workshops on Quartz to instill trust and

confidence among plumbers ▫ Creating a loyal plumber group

Consumer awareness▫ Campaign focused on safety for children and ease of use for

elderly▫ Simplicity of use

• Developers▫ Aggressively target high end developers▫ Incentives should be provided▫ Targeting bulk sales with loyalty

Thank You