The document discusses the Aqualisa Quartz shower and its benefits over traditional showers, including efficient water pressure and temperature control, one-touch control, easier installation, and being more profitable for plumbers to install. It notes that initially plumbers and developers were not convinced by the premium-priced product. The document then evaluates potential marketing strategies for Aqualisa Quartz, including targeting plumbers, developers, DIY customers, or customers directly. It recommends initially selling through developers to give plumbers installation experience and earn profits while building long-term brand awareness with customers.

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.