This document discusses the UK shower market and Aqualisa's Quartz shower. It notes that existing shower options had issues like inconsistent water temperature, unattractive designs, and difficult installation. The document then analyzes Aqualisa's competitors and notes its small market share of 7%. It outlines the value propositions of the Quartz for plumbers and consumers, including its easy installation, reliable temperature control, and premium design. Key issues, target customer segments, and a premium positioning are proposed to increase adoption of the new Quartz shower.

1. Aqualisa Quartz Case
Group 2

2. U.K. SHOWER MARKET
ELECTRIC SHOWER
 Warming components quickly warmed the water to the obliged temperature
 Taking out the requirement for an evaporator to store boiling hot water.
 Helpful for little bathrooms, the electrical parts were normally mounted in a
cumbersome white box that was unmistakable in the shower slow down.
 Did nothing to address the poor water stream of numerous showers in u.K.
Homes
 Sold for the most part under a different brand name, the "gainsborough"
brand.
 Aqualisa price ranges from €95-€230

3. MIXED SHOWER VALVES
Valves came in two types :
thermostatic : controlled temperature automatically
manual : manually find the right temperature
Installing a mixer valve meant excavating the bathroom wall.
Aqualisa price ranges from €390-€750

4. INTEGRAL POWER SHOWER
Combine a thermostatic mixer valve and booster pump
Bulky box on the wall
Sales: 20,000 units per year
Aqualisa’s strongest selling shower in the power shower technology
Aqualisa price ranges from €480-€670

5. KEY ISSUES
Water pressure: Required pump to be installed
Water Temperature: Inconsistent due to old plumbing
Poor Ease of Installation: Usually 2 days; heavy excavation
Unattractive Design: Tended to be bulky and unattractive.
Small Sales Force: 40% of the UK shower market was still untapped

6. COMPETITOR ANALYSIS
Triton
30%
Mira
22%
Gainsborough
11%
Aqualisa
7%
Masco
7%
Ideal Standard
3%
Heatrae Sadia
2%
Bristan
1%
Grohe
1%
Hansgrohe
1% Others
15%

7. Value Proposition for Plumbers
• Easy to install
• More Profitable
• Able to do more installations
• Takes only half a day to install and even a starter also do it very easily
• Breakdown Proof

8. Value Proposition for consumers
• Efficient and reliable water temperature and pressure.
• Increases ownership pride by excellent design
• Easy to install (DIY SECTOR).
• Safety to use
• Ease of controlling

9. Features of Quartz
• Brand awareness and familiarity among plumbers
• Adjustable climate control
• Variable height adjustment
• One touch control
• Wireless technology

10. Problems faced by Aqualisa Quartz
• The quartz shower was not affordable to consumers other than premium
segment.
• The developers were skeptical about buying the new product.
• Plumbers did not favor the idea of installing electronic showers.
• They did not focus much on the replacement market, rather focused on the first
time buyers.
• The value of quartz was not properly communicated to the end customers in
tradeshops.
• Poor penetration: Sold only on 500 showrooms out of total of 2000 showrooms in
the UK.

11. Target Segments – Short Term
• Luxury Developers
• Using ALQ, the labour costs of plumbers will come down as it takes 2 days to
install other Showers.
• Also, Luxury Developers are targeting Premium customers who want the best
of features and care about aesthetics, hence premium can be charged for
them.
• This will also influence the plumbers, causing a shift in their perception about
electric showers as they install the showers chosen by the developers.
• Premium Customers
• People who are looking to replace their existing showers
• Non Shower Users

12. Target Segments – Long Term
• Standard and Value Customer Segment
• On the assumption that the replication of ALQ will be done by other brands, it
is important to rope in the Standard and Value Segment.
• Channel Strategy to compliment this targeting will be discussed in the later
slides.

13. Positioning
Premium shower providing the state of art technology
coupled with pleasing aesthetics, providing great experience.

14. Channel
• Short term strategy
• Showrooms: To capture premium value, to recover the R&D cost
• Long term strategy
• Trade Shops: As the product will be replicated, and the plumbers will already
be aware of the ALQ, there will be an increase in demand from Value and
Standard Customer Segments. Trade shops will cater this demand.