Aqualisa Quartz: Simply a Better Shower

Aakash Kumar

Aqualisa Quartz: Simply a Better Shower

Issue Identification:

Harry Rawlinson, managing Director of Aqualisa, launched a new shower that is called Quartz. This shower is very unique in terms of efficiency, reliability of water pressure and temperature setting. Also, the average installation time of Quartz was just half-day and which made plumber’s life very easy as well. But, Quartz’s sell was not as expected due to that they need to find how to boost sales. Also, they need to think about the price weather it’s high or low. And to select one of the marketing strategy for Quartz.

Factors to be Considered:

Based on SWOT analysis (Exhibit 1), Quartz has better water pressure and temperature setting with one touch control. Also, it’s easy to install and safer to use for children and old age who are handicapped. It takes average half-day to install the quartz. But, Quartz come under electronic shower, which is the dislike due to past failures of electronic showers. Also, this product is unfamiliar to plumbers. In opportunities of Quartz, current shower models in the market were in bad water pressure and temperature setting. Also, those required manual adjustment for temperature control. But, there were high competition in market related to technology and quality. And also Quartz perceived as too high in price.

Options Available:

Following are the options on which Rawlinson was debating.

1. Targeting Consumers Directly, This Pull strategy could build a brand awareness and knowledge by advertisement. But, consumer campaign would cost € 3 million to € 4 million. With a net income of € 17 million, this would be a very tough to sell.
2. Targeting Do-It-Yourselfers, Quartz could take advantage of distribution channels due to Gainsborough already successful in the current market for the same category. But they should careful in associating premium brand with Gainsborough distribution channel.
3. Targeting Developers, This option could be a large-volume channel and it would force plumbers to get familiar with Quartz due to developers tell them to install. On the other hand, developers don’t want to spend money on premium products and it could take time for the product to reach consumers.
4. Targeting Plumbers, because plumbers have big influence on shower selection process and also they have direct contact with consumers. Also, 54% of mixer showers installation are done by plumbers and trade shops signify 47% of UK shower market. But, Plumbers might take time to change their perception and they distrust innovation.

Recommendation:

I recommend target plumbers. Because there were about 73% of shower selection through plumbers. Also, the primary customers of trade shops are also Plumbers and which had the most sales volume in the U.K shower market in 2000. In addition to this, plumbers also work for developers, showrooms, contractors and for end users. Also, plumbers would make more profit because the installation of Quartz was a half-day. Sales force should spend time on plumbers for to convince them for Quartz and give knowledge about the benefits of new product like easy and low cost installation. By doing this, it becomes word of mouth and showrooms will push this brand by emphasizing low cost of installation. Similarly, plumbers can convince developers also. From a consumer standpoint, cost for plumber charge of Quartz standard would be less than the cost for Aquastyle(Exhibit 2). This also attract consumer to use Quartz through plumber’s influence. Then sales will rise automatically by getting plumbers to select Quartz.