AquaLisa Quartz

Simply a better Shower

May 22, 2020

Background
• Market split into three products: Mixer Showers,
Pre 1998 Power Showers, and Electric Showers

May
• Rawlinson enters the company
1998

• Substantial R&D is conducted

1998 - • Developed remote pressure/temperature
2001
control

May
• Launch of Aqualisa Quartz
2001

Septemb
• Disappointing Sales
er 2001
Problem
High in Innovation & Technology but low in sales.

Aqualisa Quartz has designed an innovative product in shower market which was far
superior to the competitors but for some reason it was not selling .

USP of Aqua Quartz

Water Pressure

Ease of Installation

Use & Design

Shower Market in UK
Shower Market in late 1990s was plagued
with problems:

• While everyone had a bathtub, only

about 60% U.K. homes had Showers

• Archaic Plumbing

• Plumbing was ‘gravity-fed’

2 Major Problems:

• Poor/Low pressure

• Fluctuations in pressure meant fluctuations

Distribution
Small Sales Force
40% of the UK shower market
was still untapped.

Plumbers
Resistant to Change
Cautious of Electronic Showers
Wanted Assurance of
Reliability Is greater efficiency
Distribution
What Consumers dislike about their showers
Poor pressure

Varying temperature

Showers often broke down

Still Valves & Hard to turn Valves.

Leaky seals & Worn-out Showers .

4P Analysis
Product Price Place / Distribution Promotion
Showers with Various High (premium Trade Shop Advertisement
categories. prices) Distributor (Brochure)
Type of Shower : Standard Showrooms Web
- Electric Shower Middle-Low DIY Outlets
- Mixer Shower
- Power Shower
Promotion
●Target the plumbers
• Free Quartz shower
1. Educational value
● Easy installation
● Superior shower experience
2. Emotional value
• Provide product guarantee for plumbers
Lorem ipsum dolor sit Ut enim ad minim veniam, Excepteur sint occaecat
amet, consectetur quis nostrud exercitation cupidatat non proident, sunt
adipiscing elit, sed do in culpa qui officia deserunt
eiusmod tempor incididunt ● Duis aute irure dolor mollit anim id est laborum.
ut labore et dolore magna in reprehenderit in
aliqua. voluptate velit
● Esse cillum dolore eu
Ut enim ad minim veniam, fugiat nulla pariatur
quis nostrud exercitation
Project objective:
Lorem ipsum dolor sit
amet, consectetur
adipiscing elit, sed do
Understanding the market
 Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed do
eiusmod tempor incididunt
Target audience The competition:
● Lorem ipsum
● Dolor sit amet
Market trends
Trend 1 Trend 2
Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor adipiscing elit, sed do eiusmod tempor

Client Implications: Client Implications:

● Incididunt ut labore et dolore ● Incididunt ut labore et dolore
● Consectetur adipiscing elit, sed do ● Consectetur adipiscing elit, sed do
eiusmod tempor incididunt ut labore eiusmod tempor incididunt ut labore
 Item 1

Trend analysis Item 2

Findings 39
4
Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor 29
27
4
Client Implications: 5
20
● Incididunt ut labore et dolore 35
● Consectetur adipiscing elit, sed do 5
eiusmod tempor incididunt ut labore 25 22

15

20XX 20XX 20XX 20XX

Proposed deliverables
● Lorem ipsum dolor sit amet
Deliverable 1
● Sed do eiusmod tempor incididunt ut labore

● Lorem ipsum dolor sit amet

Deliverable 2
● Sed do eiusmod tempor incididunt ut labore

● Lorem ipsum dolor sit amet

Deliverable 3
● Sed do eiusmod tempor incididunt ut labore

● Lorem ipsum dolor sit amet

Deliverable 4
● Sed do eiusmod tempor incididunt ut labore
Timeline
Jan Feb Mar Apr May Jun Jul Jul

Deployment In-production services

Global go-live

Advanced projects
● Example 1
● Example 2
 The Team

Wendy Writer, CEO Ronny Reader, CFO Abby Author, CTO Berry Books, CPO

Lorem ipsum dolor sit amet, Ut enim ad minim veniam, Duis aute irure dolor in Excepteur sint occaecat
consectetur adipiscing elit, quis nostrud exercitation reprehenderit in voluptate cupidatat non proident, sunt
sed do eiusmod tempor ullamco laboris nisi ut aliquip velit esse cillum dolore eu in culpa qui officia deserunt
ex ea commodo consequat fugiat nulla pariatur mollit anim id est laborum
Market Share
SWOT ANALYSIS
Strengths Weakness
1. Relationship with Plumbers 1. Brand awareness was low among
2. Strong emphasis on R&D consumers
3. Premium brand with top quality 2. Plumber distrust Innovation
showers (Quartz)

Threats
Opportunities 1. Consumers catching up in product
1. 40% of UK homes do not have quality
showers installed. 2. Market starting to see brand as
2. Consumers not fully satisfied with overpriced
current showers 3. Service levels deteriorating
Channel of Distribution
Trade Shops
• Carried products across all available brands
• Primary customer – Plumber, who worked for developers, showroom, contarctor or
directly for customers.
• Aqualisa brand was available in 40% of the trade shops

Showrooms
• High end products
• A chance for customer to view the product in a pleasant environment
• Showrooms preferred to carry high-end product lines and brands
• Aqulaisa sold in about 500 showroom out of 2000 showrooms in UK

DIY Sheds
• Do-it-yourself retail outlets like B&Q offered discounted, mass market, do-it-
yourself products.
• Electric shower led sales in this channel as they were cheaper and easier to
install
• Aqualisa brand was unavailable through this channel but its Gainsborough was
available in 70% of the DIY outlets.
Industry Analysis
Threat of
new Moderate
Entrants

High
Rivalry
Among Bargaining
Low
Threat of
power of Low
Substitutes Existing Suppliers
Competitors

Bargaining
Power of
buyers

High