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- 1. Breakthrough in Shower Technology • Quartz came in two variants- i)Standard Shower ii)Pumped Shower • Has a remote processor of a size of a shoebox.(Reduction in size) • Installation is Simpler & reduction in Installation time by 75%. • The location of the processor can be anywhere near the proximity of the shower(better in aesthetics and functioning)
- 2. • Thermostatic control “One-touch control” helps in setting the temperature of water to the customer’s requirement( Innovative feature).Termed as the ‘Wow factor’. • Water pressure and temperature issues of the previous showers were addressed through this product. • R&D team later introduced products like body jet, shower remote etc. Breakthrough in Shower Technology(Continued)
- 3. Initial sales results & Current Market Strategy • Initial sales of quartz was not up to the mark • Currently Selling 15 Units Per day down by at least 40 Units Per day • Sales Force Contacted network of Existing Customers , Distributors, Plumbers , Developers , Showrooms etc. • Showroom is the only place where quartz sales was gaining .
- 4. Marketing options • Targeting the consumers directly • Targeting the Do-it Yourself (DIY) market • Targeting the developers
- 5. Problems with Different market strategy • Targeting the consumers directly- Increased Expenditure • Targeting the DIY Consumers- Threat to its own Product “Gainsborough” brand which is a brand of Aqualisa. • Targeting the developers- Time Consuming
- 6. Problem With Current Marketing Strategy • Plumbers are Skeptical about use of Quartz • Negative Perception about Electronic Shower among Consumer • High Price • Niche Product • Threat to Core Product
- 7. Plumber’s Influence in Decision Making 20% 27% 28% 25% Plumbers Influence in Decision Making Plumbers Influence type of Shower,Not Brand Consumer Selects without any help from Plumber Consumer Takes Plumbers Advice Plumber select type & Brand
- 8. What to do • Since Quartz was their breakthrough product , it is important for Aqualisa to capitalize on it • Target Plumbers ,Give them incentive and remove the fear of Job loss • Parallelly build a strategy to make market less dependent on Plumber in decision making
- 9. THANK YOU
Editor's Notes
- The plumber had to find a location for the remote processor, which was about the size of a shoe box, in order to install the Quartz shower. The thermostatic mixing valve and, if necessary, the pump were housed in the processor. Anywhere could be where the processor is located.inside a sufficient distance of the shower—behind a wall, within a closet, under a cabinet, in theeverywhere, the ceiling. Depending on the situation, the device could be mounted horizontally, vertically, or on its side.space limitations. The only prerequisites were that it be situated somewhere where it would be both chilly and hot. The processor had to be hooked into a conventional power outlet and water could be piped into it. Following the fulfilment of these conditions and the installation of the processor, a single pipe supplied the showerhead with mixed water. The flexibility of situating the processor remotely meant that excavation of the bathroom was frequently completely avoidable. Instead, a single hole was only required to be drilled into the shower's ceiling (to fit the pipe supplying the mixed water to the showerhead and a data connection). The advantages of Quartz were substantial. A half-day installation time for the Quartz was already being reported by some plumbers, compared to the two days required for a standard shower. The installation was so simple that plumbers found they could even send their young apprentices, many of whom had little to no expertise, to do the entire work.
- The water pressure and temperature in the Quartz shower were efficient and dependable. It also had a "one-touch" control that was positioned on the shower wall. When the temperature was reached, the valve's simple push-button control light began to blink red.
- When the Quartz was introduced, the Aqualisa sales team called its network of plumbers personally to promote and explain the new product. However, few real sales were made as a result.In fact, relatively few units had been sold in the first four months the product had been on the market, despite all the initial excitement around it and despite being made available through all of Aqualisa's regular channels. The fact that plumbers were sceptical of innovation, especially that involving electronics, contributed to the issue. Some employees of the company believe that the Quartz will eventually overtake our flagship product, the Aquavalve, and gain widespread acceptance. Since showrooms are often rather a niche market, Rawlinson claimed that the only area Quartz appeared to be making any traction was there. However, I believe we have made some inroads into that industry, and we are beginning to install operational screens across the nation.When one of these items is inserted and the control button is pressed, the little red light indicates that the item has been sold. Everyone enjoys it. And once it entered—as a functional display—it quickly rose to the top of the showroom's product list.
- By targeting the consumers directly, you can build a brand for the masses but that will take a lot of advertising campaigns for which the company has to spend a lot. For a company that is doing well and generating good income this high risk and high reward strategy does not The DIY market is dominated by electric showers and also Aqualisa has its own Gainsborough brand there. It will affect that brand. Through the channel of developers, there is a possibility for the plumbers to know more about the product but this can take valuable time.