Case study of aqualisa quartz shower Essay

1. What is quartz current commercializeing strategy? high society conducted market research, spent EU5.8 million in development, invested in a new progressive testing facility, acquired 9 patents, grew engineering team from 6 to 20 and ceremonious stages of new overlap development pipeline. Company spent 90% of their exchange efforts on maintaining existing accounts and 10% on developing new clients. Company had longstanding direct relationship with a group of plumbers. Sale thread contacted its network of plumbers, calling face-to-face to introduce and explain the new product.2. What argon the wants/needs of plumbers? Of consumers?Consumers wants a rain shower that looked great, delivered swell pressure at a suitable temperature, was easy to use and doesnt rise down. (Consumers in the insurance reward segment punctuates on style. Consumers in the standard price range tended to emphasize on performance and service. Consumers in vale segment were primarily concerned with convenience and price and they like to avoid solutions that required any excavation).Plumbers treasured a shower that was easy to install, with a guarantee to not break down or require servicing. (Plumbers generally preferred to install a single shower brand and extremely reluctant to switch brands. They liked to familiarize with the service they could expect from a manufacturer. They distrusted innovation).3. What is the quartz value proposal of marriage to plumbers? To consumers? Plumbers are able to shorten the installation time from 2 age to half-day. The installation is straightforward that plumbers could even send their young apprentices to complete immaculate job. For the consumers, the Quartz shower provides efficient and reliable water pressure and temperature with an easy-to-use one-touch image mounted on shower wall for target temperature setting and indication.4. name the competitive situation. Who are the major competitors? What are their relative strengths and weaknesses? The major competitors intromit Triton, Mira and Masco.Aqualisa-Strength good reputation, top-quality shower, premium brand, greatservice, market share human body 2 in premix valves and number 3 in overall UK market. -Weakness market is beginning to perceive Aqualisa products as being overpriced.Triton-Strength sovereign in electric showers and it is the only company in the market open brand awareness at the consumer level. Although it is not major in mixture valve market, it may expand its business scope and influence market with its super reputable brand name. -Weakness not well known in mixing valveMasco, Ideal Standard, etc-Strength They are catching up to Aqualisa in terms of product quality. -Weakness They have not developed core technologies in showers yet.5. Why is the Quartz shower not selling? One of the reasons is that the company sales hug spends only 10% of their efforts in developing new customers and they reply on their long-standing relationships with plumbers. Plumbers were wary of innovation, particularly innovation involving electronics. Salesmen tend to gloss over new(prenominal) companys product if Quartz is mentioned.6. Aqualisa spent three years and 5.8 million developing the Quartz. Was the product expensey the investment? Is Quartz a niche product or a mainstream product? Yes, the product is worth the investment of EU5.8 million. It is a good strategy to invest around 11% of its human foot profit for developing a radically different soma of shower with testing facility, patent position product roadmap, etc. For 60% of families had shower with lot of mechanical problems and inconvenient use experiences, Quartz with its significant advantages were designed to fit their customers needs.The conventional shower can no longer satisfy the market demand, innovation and customer value delivery is the market trend since forever. As the result, the development of Quartz proved Aqualisas brand value in marketing base asp ect by delivering cleverness of the product and its elegant design. As for finance aspect, Quartz provides higher customer value products with considerable bound which even higher than core products-Aquavalve 609. Based on these factor, Quartz is worth the investment in the long run.Quartz is a niche product, good for homes with children, or for elderly and the handicapped.7. Aqualisa currently has three brands Aqualisa, Gainsborough and ShowerMax. What is the rationale behind this eight-fold brand strategy? Does it make sense? Gainsborough and ShowerMax are designed and mark for specific markets. It is a good strategy to develop different products establish on the company core technologies for specific target customers. ShowerMax is banded specifically for developers.Elements of the Aquavalve technology are redesigned and re-branded for the ShowerMax production line and optimized for developers specific needs. It is a low-cost solution of high pressure shower with Aquavavle tech nology. Gainsborough is branded for DIY market and it is purchasable in 70% of the approximately 3000 DIY outlets in the U.K. It is designed for associating Aqualisas premium brand with its discounted DIY channel.