Aqualisa developed a new high-end shower called the Quartz but was facing low sales. The document discusses Aqualisa's products and the UK shower market. It identifies that brand awareness and understanding of shower technology was low among consumers and plumbers. The group recommends Aqualisa focus on the premium market, conduct more market research to understand customer needs, and launch an intensive marketing campaign targeting both consumers and plumbers to increase sales of the Quartz.

1. Aqualisa Quartz :
Simply a Better Shower
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2. Case Overview
• Aqualisa’s reputation had always been strong in the
U.K. shower, a premium brand, and 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.

3. UK Shower Market (Opportunity)
Low pressure
Fluctuations in
temperature

5. Needs and Wants
 Consumer need for U.K showers:
water pressure;
ease of installation;
easy to use;
good design.
 Consumer want for U.K showers:
 looked great
 delivered good pressure at stable temperatures
 easy to use
 didn’t break down
 Plumbers want for the showers:
 easy to install
 guarantee for break down/require servicing

6. Aqualisa’s Core Products
Premium Standard Value
Aquavalve Aquavalve
Aquastyle
609 Value
Quartz Aquastream Aquastream
Standard Thermostatic Manual
Quartz Aquaforce
Pumped 1.0/1.5 Bar
Aquaforce
2.0/3.0 Bar

7. Channels of Distribution
•High loyalty to product
Plumbers •73% sales came from plumbers
•Advice a brand for consumer
•Preferred to carry high-end product lines and brands
Showrooms •Various shower and bath options
•Offered installation services by subcontracting
•The Aqualisa brand was sold in about 25% of them.
•Carried products across all available brands
Trade Shop •Their primary customer was the plumber
•The Aqualisa brand was available in 40% of trade shops
•Offered discount, mass market, do-it-yourself products
DIY Sheds •Cheaper and easier to retrofit
•The Gainsborough brand was available in 70% of DIY Sheds

8. Potentials Problem ( Threat )
Product quality
Overpriced products
Actual service
Defect product

9. Breakthrough in Shower Technology
( Strength )
Remote processor
A single hole drilling
Efficient and reliable water
pressure
“One Touch” control

10. Weaknesses
If Quartz is mentioned, our Cannibalism
salesman tend to gloss over our
other product

11. The Problem
Most
plumbers
Low wary of new
awarenes of technology
Quartz invention
brand and
technology
Expensive
prize
Low sales of Aqualisa Quartz
product

12. Marketing Strategy
Targeting Targeting Do-It- Targeting
consumer directly Yourself developers
• Target • Try to explore • This alternative
consumers with deeply because could
this product and they were conceivably be a
try to build a primarily large-volume
consumer brand interested in channel, becaus
like “Triton” inexpensive e if the
models that developers on
were easy to board, they
install, even would sell a lot
though the of showers
products were
unattractive

13. Our strategy
Targeting the plumber
Why ???
73% buying decision involve plumber advice
Plumbers are the most seller and also the most influencer in
the showers sales product, Aqualisa should make an intensive
approaching program to introduce the Quartz benefit to the
plumbers.
Save the cost of advertising

14. Based on exhibit 4, we can take some
information that consumers were generally
uninformed about showers, and there was little
understanding of product options.
It means that brand awareness was
low, consumers is not really understand about
choosing the brand of shower, the type and the
functionality about the product.
So this situation give the chance for Aqualisa to
try know more deeply about what consumer
want from their product (build consumer
intimacy)by explain more detail about all of
their products to meet a consumers
satisfaction.

15. Conclusion
• Create an intensive Marketing communicating
campaign to target market (consumer) & target
influencer (plumbers)
• focus in premium market shower to increase their
sales in Quartz product
• Enhance market research to find what customer
wants and needs of shower products really are