Section B

Study Group - 14

Aqualisa Quartz: Simply a Better Shower

➢ Aqualisa
• Recognized as having top-quality showers, a premium brand, and great service.
• Aqualisa’s market share ranked it number 2 in mixing valves and number 3 in the overall U.K.
shower market.
• Had core product offering in all 3 shower categories
• Channels of distribution include trade shops and showrooms (DIY sheds were only for
Gainsborough)
• Focused on non-cosmetic innovation

Quartz Value Proposition

To Plumbers To Customers
Installation time of just half a day compared to 2 Provided efficient and reliable water pressure &
days of traditional showers temperature
Installation was straightforward Featured one-touch control mounted on the
shower wall
Push-fit-connect, is easy to use Automatic temperature control with light
indicator
Very less excavation needed to fit the shower Safe for kids

➢ Reasons for Quartz shower not selling:

• Plumbers were vary of innovation, particularly any innovation involving electronics
• Conservative nature of plumbers, adoption is a slow process and takes time
• Salesmen had to point out deficiencies in existing product to pitch Aqua Quartz
• Low visibility among consumers - Consumers were generally uninformed about showers
• Retail price of Quartz shower was higher than the existing products of Aqualisa
• Lack of focus on acquiring new customers (sales team utilize only 10% of their time in acquiring
new customers)
➢ Factors attributing to the performance of the product in the marketplace

Quality Price Reliability Design

Visibility in customer Aesthetics &
Marketing Claims Safety
base accessibility

➢ Rawlinson’s possible alternatives to generate sales momentum for Quartz Product:

• Increase visibility among customers by targeting customers directly as through customers,
plumbers will also find out the attributes of Quartz and hence will change their perception
towards products with electronics
• More time should be spent by the sales team on acquiring new customers as of now only 10%
time is being spent
• Aqualisa should lower the price of Quartz models to penetrate the market and hence increase the
customer base
• Target Do-It-Yourselfers as these models are easy to install
• For the long term, luxury developers can be targeted for large volume momentum