Aqualisa quartz Case Presentation

1. Aqualisa Quartz: Simply a Better Shower
Presented By:
Sourabh Verma
IIM Calcutta

2. Efficient and
reliable water
pressure and
Temp.
One touch
Control
Increases
ownership
pride
Easier
installation –
”push-fit-
connect”
More
profitable –
more
installation
Takes .5 day to
install which is
only 25% of
previous time
Consumers Plumbers

3. Plumbers were not
convinced with the Product
Developers were not using
due to premium price
90% focus was on
maintaining existing
accounts
Field force was facing challenge
highlighting the USP of Quartz
would showcase the
shortcoming of existing
products
Quartz Shower not selling

4.  Quartz was a breakthrough in Technology and was worth the investment .
 Plumbers will become interested because they can become 4 times more productive and 2 times more
profitable.
 Consumers will become interested because they can get a better product for their money: a premium
product with more benefits for less, and will experience less discomfort.
 Aqualisa will develop and strengthen its relationship within distribution channels and establish long
term bonds.
 Product awareness and knowledge of its benefits will increase.
 Rawlinson categorized it as a Niche for homes with small children , old aged and handicapped but
actually the product seems to be for all.
Was the product worth the investment? Is Quartz a niche product or
a mainstream product?

5. Target Plumbers and
trade shops
• Plumbers are the
major sellers and
influencers for the
shower product
sales.
• No advertisement
cost
Target Developers
• This could yield a
large volume of
products, because
developers would
sell a lot no. of
showers
Targeting DIY
• These who fall in
this segment would
explore deeply as
they were primarily
interested in selling
inexpensive that
are easy to install
Targeting customers
directly
• Target consumers
directly with this
product and try to
build a consumer
brand like “Trinton”.
The rationale behind this multiple brand strategy

6. Advantages
•Target consumers directly and
build a consumer brand.
•Will be able to compete
against Trinton, Market leader
Disadvantage
•Costly strategy.
•Must be consistent to be
effective
Advantage
• Aqualisa could take advantage of
Gainsborough distribution channel.
• May pay premium because of its
ease of installation
Disadvantage
•Expensive advertisement.
•Must be consistent to be
effective.
Advantage
•Direct contact with consumers.
•More than 50% of shower
installation is done by plumbers.
Trade shop consists of 40% of
shower market.
•Plumbers have big influence on
decision making process
Disadvantage
•Against innovation
•Trade shops carry other
brands.
Marketing Strategy
Initially selling Aqualisa through developers would benefit the company in 3 ways:
- Plumbers get real time installation experience and then the confidence in the product
- Product volume sale will start earning profits, although low
- Brand awareness to customers in long run by the end users
At the same time he should be maintaining the brand recall value by targeting consumers directly via campaigns.