Aqualisa quartz - Case study (STP)

Raoul Gauthier
K1560919
Sales presentation for the case product
( Aqual i sa Quar t z)
Assignment 2

2
Shower Industry Overview
60% UK homes had Shower
100% UK homes had Bathtub
44%
U.K. market sales come
from replacement
shower sales
27%
Consumers are choosing
the brand and the type
alone
Units
sold,
2000
,
UK
Electric
Mixer
Power
UK
Market
share
Triton
Mira
Gainsborough
Aqualisa
Masco
Ideal
Standard
Healtrae
Sadia
Bristan
Grohe
Weaknesses/ Threats
The bathroommarket is not heavily brandloyal,andso competitors cannot relyon repeat custom.The use ofbathroom
facilities is responsible for highlevels ofwaste water,givingthesector a poor reputationin terms of its eco-friendly
credentials.
Strength/ Opportunities
Shower facilities are one ofthe fastest growing segments in themarket, withrisingconsumer demandbecause of the
aging population andbecause there are consideredmorehygienic and more refreshingthanbathing. As well as being
more eco-friendlythanbath.The rising UKpopulationcreates a constant demandfor new housingdevelopments, both
in the publicandprivate sectors, thus creatingconstant demand for
Overview Segmentation Targeting Positioning Features
Analysis Comparison Conclusion
UK shower market had (has?) a bigpotential, since only 60percent haven’t had a shower.Many homes still had
archaic, gravitybased plumbingandcold water tankor cisternonthe roof.Separate boiler and cylinder were neededto
store hot waterin a nearbyairingcupboard. Soundlikea goodopportunity.
Aqualisa’s reputation has
always been strong in the
UK. It is perceived as a
top quality shower, a
premium brand with
product quality.

3
Market Segments
Premium Segment
Showrooms
Style
Consumer
Trade Shops
Standard Price
Performance & Service
Plumber
Value Segment
Consumers in this segment liked to
avoid any excavation and relied on a
independent plumber.
Trade Shops
Convenience & Price
Plumber
Product
Determinant
Decision
Maker
Shopping
Channel
Do-it-self
DIY Sheds
Price & Ease of Instalation
Consumer
Property DeveloperLuxury Builder
Trade Shops
Price & Reliability
Consumer
Showrooms
Nice looking
Consumer
Consumers in thepremiumsegment
typically shop in showrooms, often
placing greater importanceon style
than performance and service.
They often rely on independent
plumbers to recommend them a
product according to its performance.
Subgroup

4
Market Segment Targeted
1
2
3Standard Price Sector
Customers of Aqualiza Quartz are
looking for a well design product with
high performance. Going in this
branch, it is making premium shower
accessible to everybody.
The previous premium targeting of the Aqualiza Quartz was wrong
because it has targeted everyone with a high price instead of be really
focus on a little category of people. Given that the market has evolved,
it would be preferable to change the targeting as well as the
positioning.
Standard
The cost of production is too high forgoing on the value segment.
Plumbers havethe biggest potential forthe brand given them influenceon standard price sector
customers (73% relied on themto recommend or select a product).
Trade shops is the biggest channel of distribution, it represents 46% of thetotal units sold in
UK. Aqualiza should approach the right target instead have followed a intensive market
strategy which had confused theconsumer.
£500-£650
The
eco-‐mode
of
the

Aqualisa
Quartz
will
add

some
value
to
the

shower
because
of
the

bad
reputation
of

the

market
for
the
waste
of

water
caused
by
baths

and
showers.

Nevertheless
the
eco-‐
friendly
characteristic
is

not
unique
to
the

standard
segment.

5
Segment Competition
Low
Quality

High
Quality

Low
Price
High
Price

Standard
price PremiumValue
Competitors selling digital showers
1
2
3
4
Mira is selling verygooddigital showers called“Mira Platinum
Ceiling Fed” at a price of£765.It is our main competitor inthe
segment.
Triton is one of theleaderof theshowermarket who is selling entry-
level digital showers called“Satellites Digital Mixer Shower” at a price
of £444. Tritonis selling toDIY retailers.
Bristan is selling a product with few functionalities called“Artisan
Digital Electronic”at a price of£400. It is not considerate as a
competitordue to ofthe price andthelow qualityof the product.
Nevertheless it is interestingto see the difference between a highquality
product anda lowqualityone.
Grohe is fittingona different market withdigital showerabove £1000.
Galaxy is a verysmall company withonlyone digital shower in its
catalogue. We arenot considering Galaxy as a competitordue to its low
market share comparted withTriton,MiraandAqualisa.
5

6
Aqualisa Quartz Positioning
Low

Quality

High

Quality

Low
Price
High
Price

Standard price
PremiumValue
TheAqualisa Quartz, the eco-friendly digital shower will be positioned as premium lasting digital showers easy
to install, technologically innovative and affordable for all standard shoppers.
The price is very important to be able to
position the brand differently than the
other competitors. Thepricewill be less
expensive than Miraand higher than
Triton.
Price Range
People who have a limited knowledge
of the product and who arerelied on a
independent plumber to chose a product
not too expensive but performant.
Target Customers
Aqualisa is known for its high quality
showers. TheAqualisa Quartz could
have been a shower fromthe premium
segment but forstrategicreasons it will
be a standard showerof high quality.
Quality

7
Aqualisa Features & Benefits
Features Paired
Benefits
Eco-‐spray In a
world
where
the
global
warming
is
in
the
midst
of
preoccupations,
this
spray
will
reduce
you
ecological

foot
print
of
25%
and
your
spending
on
water
as
well.
Warm-‐up
mode This
mode
enable
theuser
to
avoid
wasting
water
by
keeping

the
water
running
before
going
in
the

shower.

Boost
option
Thechoice
of
en
enhanced
flow,
if
desired.

One
touch
start/stop control
(Aqualisa,
2016) This
enables you
to
start
your
shower
at
the
perfect
temperature
instead
of
adjusting
it,
you
get
the
same

sensitive
shower
experience
everyday.
Digital
diverter Technology

(Aqualisa,
2016) It
enables
the
customer to
chose
between
both
outlets
before
get
in
the
shower.
LED display
(Aqualisa,
2016) It
lets
you
know
when
theselected
temperature
has
been
reach
without
having
to
dip
yourhand
under
the

shower
water.
Remote control
compatible
(Aqualisa,
2016) From outside,
within
ten
meters,
you
can
start
to
preheat
your
shower
to
the
desired
temperature
without

to
step
in.
4
sprays
(Aqualisa,
2016) It
gives
you
the
opportunity
to
find
the
spray
which
suits
your
moods
and
your
needs.
5
Years
guaranty
(Aqualisa,
2016) A
proof
of
the
reliability
and
the
quality
of
the
shower.
In
this
way
customers
are
insured
that
every
issues

relating
to
the
shower
will
be
dealt
with
at
no
added
cost.

Easy
to
install Within
an
half
day
customer
will
be
able
to
enjoy
its
new
shower
without
being
disturbed
during
two
long

days
of
work.
All
plumbing
system
friendly
There
is
no
need
for
drastic
change
in
the
plumbing
system,
saving
time
and
money,

to
enjoy
all
benefits
of

the
Aqualisa
Quartz
shower.

8
Features Mira
Platinum
Ceiling

Fed
-‐ £765,6
Triton
Satelite
Digital

Mixer
Shower
-‐ £444

Bristan Artisan
Digital

Electronic
-‐ £400
Eco Spray
✓ ✓ ✓
Warm-‐up
mode
✓✓ ✓ ✖
Boost
option
✖ ✖ ✖
Start/Stop
Button
✓ ✓ ✓
Digital
diverter
Technology

✖ ✖ ✖
Programmable
functions
✓✓✓ ✓ ✖
Wireless
controller

✓✓ ✓ ✓
Sprays
Pattern
✓✓✓✓ ✓✓✓✓✓ ✓✓✓✓
5
years
guaranty
✓ ✓ ✓
Quick,
flexible
and
easy
to
install
✓ ✓ ✓
Plumbing
system
✓✓ ✓ ✓
✓ YES
✗NO
# ✓ =

Quality
level

9
Features Paired
Benefits Paired
Benefits Paired
Benefits
Eco Spray
O O 0
Warm-‐up
mode
O O -‐
Boost
option
-‐ -‐ -‐
Start/Stop
Button
O O O
Digital
diverter
Technology

-‐ -‐ -‐
Programmable
functions
+ -‐ -‐
Wireless
controller

O O O
Sprays
Pattern
= + O
5
years
guaranty
O O O
Quick,
flexible
and
easy
to
install
O O O
Plumbing
system
O -‐ -‐
Mira
Platinum
Triton
Satelite BristanArtisan

10
Recommendation, Equivalence & Objection Statements
Recommendation
Statement
(+)
In
terms
of
these
four
showers,
the
Aqualisa
Quartz
has
an
impressive
technological
functionality
and
is
particularly
eco-‐responsible.
The
LED
display

present
on
the
wireless
remote
which
is
indicating
when
the
water
has
reached
the
perfect
temperature
is
particularly
beneficial
as
it
enables
customers
to

wait
until
the
shower
is
ready
before
getting
in,
or
testing
the
water
which
can
often
burn
or
be
particularly
cold.
Furthermore
the
digital
divert
technology

enables
you
to
select
your
desired
outlet
of
water
flow
before
entering
the
cubicle,
thanks
to
the
well
designed
remote
control
working
up
to
10m
away,

increasing
efficiency.
Furthermore
the
Quartz
has
a
boost
function
which
can
enhance
water
flow,
this
gives
customers
the
choiceof
a
more
powerful

shower
where
desired.
Last
but
not
least,
the
warm-‐up
system
offered
by
the
Aqualiza
Quartz
enables
you
to
preheat
your
shower
without
leaving
the

water
running
which
will
reduce
your
daily
water
consumption
and
so
your
ecological
footprint.

EquivalenceStatement
(o)
The
quartz
has
some
similarities
as
its
competitors
on
a
number
of
features
because
all
of
them
are
selling
digital
showers.
The
thermostatic
stability
is
one

of
the
main
resemblances,
this
means
there
is
no
variation
in
temperature
like
it
was
the
case
for
older
UK
shower
systems,
it
also
means
no
more
worries

for
parents
about
the
temperature
of
their
child’s
shower.
All
shower
are
offering
a
remote
control
compatibility
that
allows
to
manage
the
shower
from
a

distance
of
10m.
All
four
brands
have
understand
the
need
to
have
a
start/stop
button
and
a
eco-‐spray
functionality
on
their
product
to
respond
to

customer
needs
and
to
follow
the
actual
trends
toward
the
environment.
Finally
all
showers
have
a
five
year
guarantee
which
is
the
prove
that
digital

showers
have
been
made
to
last
longer
than
other
types
of
shower
and
both
are
easy
to
install,
meaning
that
our
users
won’t
need
to
be
disturbed
by
the

noise
(due
to
a
lasting
installation)
during
2
long
days
because
the
installation
of
those
products
will
be
made
in
less
than
an
half
one.
Objection
Statements
(-‐)
One
reproach
that
could
be
made

is
that
the
Triton
shower
has
5
spray
options
whereas
the
Quartz
has
only
4.
Nevertheless
the
quality
of
the
shower

experience
offered
by
the
Aqualisa
Quartz
will
be
superior
thanks
to
its
boost
button
and
its
rain
shower
head.
An
other
criticize
that
could
occur,
is
the
fact

that
the
Mira’s
remote
offers
more
features
(
e.g.
digital
display
showing
the
hour).
However,
the
Aqualisa’s remote
has
been
kept
simple
of
use
and
well

design
to
make
its
use
of
energy
minor
and
its
handling
intuitive.


11
Promotional Tools
Business
Cards

Sales
Brochures
Video
on
Tablet
Business
cards
are
required
to
be
as
professional
as
possible
and
to

give
your
contact
details
easily

500
business
cards
è £17
Sales
brochures
are
very
useful
to
assist
the
sales
representative

during
a
sale,
it
helps
the
target
to
visualize
what
the
representative

is
talking
about.

50
Booklets
è £40
Video
is
a
good
tool
to
support
a
presentation
and
arguments.
It
is
also
good

way
to
address
to
two
of
customer’s
5
senses.
Important
to
keep
in
mind
that

some
people
are
visual,
other
are
more
kinaesthetic
and
other
are
more

auditory.
1
Video
è £75

1
Tablet
è £120
Shower
Sample A
sample
is
useful
to
convince
kinaesthetic
people
who
need
to

touch
products.

1
Sample
è FREE

12
Conclusion
Segmentation
The segmentation has been
made according to thethree
types of shower available
on the market
Targeting
The Aqualisa Quartz has to
compete on the standard
shower segment. Trade
shops are theappropriate
channel of distribution.
Positionning
The Aqualisa Quartz will
be positioned has a
premium showeravailable
to standard shower willing
experienced a daily
agreeable shower.
1
Competitors Review
The Aqualisa Quartzhas to face 2 competitors : Mira and Triton. Nevertheless,
Triton is selling its product on an other market’s segment even if it is selling
digital showers, and this reduces the risk of comparison. Mira is our main
competitor dueto the similarity between the products.
2
Advantages of the Aqualisa Quartz
The digital converter and the boost button available on the Quartz are the two
advantages which could be emphasized during a sale meeting with customers
when a comparison is madewith the Mira digital shower.
The
Aqualisa’s
launch
in
the
early
20’s
has
been
a
big
failure
because
of
the
bad
STP

and
the
inefficient
sales
strategy.
To
deal
with
those
mistakes
Aqualisa
has
to
rethink

its
strategy
for
the
Quartz,
means
start
everything
over
again.
That
is
why
my
advice
is

to
change
of
segment
and
this
time
be
focus
on
the
right
distribution
channel
instead

of
being
too
dispersed
which
is
time
and
money
consuming.


13
References
Aqualisa
(2016)
Features
&
Price
Aqualisa
Quartz
digital
shower.
Available
at:
http://www.aqualisa.co.uk/showers
(Accessed:
15
march
2016)
Bristan (2016)
Features
&
Price
BristanArtisan
Digital
Electronic.
Available
at:
http://www.bristan.com (Accessed:
15
march
2016)

Galaxy
(2016)
Price
GRS1
digital
shower.
Available
at:
https://www.galaxy-‐showers.com(Accessed:
15
march
2016)

Instantprint(2016)
Booklets
price.

Available
at:
https://www.instantprint.co.uk/booklets
(Accessed:
29
march
2016)
Key
Note
(2015)
‘Bath
&
Sanitarywaremarket
report’.
Available
at:
http://www.keynote.co.uk (Accessed:
15
march
2016)
London
DataStore(2015)
‘London
Housing
Market
Report’.
Available
at:
http://data.london.gov.uk/housingmarket(Accessed:
15
march
2016)
London
DataStore(2014)
‘Population
projections’.
Available
at:
http://data.london.gov.uk/demography/population-‐projections
(Accessed:
1
march
2015)
Mira
(2016)
Features
&
Price
Mira
Platinum
Ceiling
digital
shower.
Available
at:
http://www.mirashowers.co.uk (Accessed:
15
march
2016)
O2
(2016)
Ipad Air
2
price. Available
at:
https://www.o2.co.uk/shop/tablets/apple/ipad-‐air-‐2
(Accessed:
29
march
2016)

Triton
(2016)
Features
&
Price
Triton
Satelite Digital
Mixer
Shower.
Available
at:
https://www.tritonshowers.co.uk (Accessed:
15
march
2016)

Vistaprint (2016)
Business
cards
price.
Available
at:
http://www.vistaprint.co.uk (Accessed:
29
march
2016)

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