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Group 1_Aqualisa_FINAL.pptx
- 1. Aqualisa Quartz: Simply aBetter Shower • Aadish Jain (2210146) • Anagha (2210151) • Manoj Kumar (2210177) • Nitin Mohanty (2210184) • Nayan Parmar (2210185) Case Analysis By Group 1
- 2. Introduction to U.KShower Market!!! 90’s shower market • Only 60% had showers • Archaic plumbing • Gravity-fed Major Issues with showers • Low pressure • Temperature fluctuations • Hard to turn Valves • Leaky seals Second Shower 10% New Build 15% Commercial 6% New penetratio n 25% Replaceme nt shower, 44%, 44% U K SHOWER SALES BY REASON FOR INSTALLATION
- 3. Electric Shower • Underbrand name ‘Gainsborough’ • Eliminated boilers, enhanced water heating • Bulky Box • Poor Water flow MixerShower Valves • 2 types : Manual & Thermostatic • ‘Aquavalve 609’- Core product • Set temperature • Booster pump needed to enhance flow • Excavation of bathroom needed Integral Power showers • ‘Aquastream Thermostatic’ Primary product • Combined mixer valve & booster pump • Bulky box in wall • Less reliable
- 4. Premium High Performance and Service– took for granted. Style determined their selection Standard Performance and Service is more valued Follow Plumber’s Recommendation Value Convenience and Price Avoid excavation and relied on plumber • Targeting customer based on their specific needs and demands is the rationale behind multiple brands. • Separate identity for each brand. Customer Segmentation and Multiple Brands
- 5. Channels of Distribution 550.0K 55.0 K 330.0 K 165.0 K 80.0 K 70.0 K 400.0 K 20.0 K 20.0 K 110.0 K 0.0 K 100.0 K 200.0 K 300.0 K 400.0 K 500.0 K 600.0 K Do-It-Yourself Sheds Showrooms Trade Shops Other (Electrical wholesalers) UK Market Share (By product type and channels) Electric Showers Mixer Showers Power Showers Trade Shops Carried products (all brands) Primary Customer- Plumbers(Standard segment) Available in 40% of trade shops Staff is not inclined to learn about product Showrooms Showcased only on High End Products Primary Customer-Premium Segment Offered installation services by independent plumbers Sold in 25%(500) out of 2000 showrooms DIY Sheds Offered discounted and DIY products Primary Customers- Value Segment and DIY Electric Showers – Leading Product Gainsborough available in 70% of 3000 outlets
- 6. Aqualisa Quartz :New Tech
- 7. Customer Easy to use onetouch control Accurate temperature and pressure control Looks Premium No excavation of wall needed Compact and remote controlled Plumber Easy to install Reduces installation time Increases productivity
- 8. 4 Ps ofMarketing Trade shop Showroom DIY Developer PLACE Superior Reliable Flexibility Automation PRODUCT Relationship Print advertisement PROMOTION Value Premium PRICE Initial Results INNOVATIVE,DISRUPTIVE, BREAK-THROUGH PRODUCT IN A ALREADY EVOLVED INDUSTRY 90% of sales team targeted existing customers Marketed as a “FIT FOR ALL” product – relpacement to other Aqualisa products Showrooms-niche market 90% Core Niche Even after face to face explanation to plumbers-Low Sales- skepticism. Loyal
- 9. Plumber wanted toavoid electrical showers. SKEPTICISM Plumbers and customers. Awareness Plumber had to take 3 times the jobs to match the previous per hour revenue. Plumber‘s Revenue PRICING:- €850 to €1080. Premium products Concentration was more on existing customers rather than new. Sales Force Showrooming -500/2000. Channel Why is Quartz shower is not selling? Major reasons