This offers huge potential for Aqualisa in terms of repeat business, because majority of the UK shower market is made of replacement showers and plumbers tend to remain loyal to their selected brand. But, that was 20 years ago and we have seen a great deal of technological advancement. Field test that were conducted before the launch of the product to ensure that it met the needs of its customers resulted in the ‘wow’ factor. Customers in this category expected performance and service as a base criteria to be on their qualifying list of products. As will be described below, Quartz offers good value for the end customers not only in terms of product features but also price, even though it is their highest priced product. However, it can be assumed that Rawlinson has not fully exploited this channel, because he mentions that they are careful of introducing any product in DIY stores. A few important facts can be seen from the table as below:

Auth with social network: The table below, lists a few characteristics Figure 1: Aqualisa’s sales team targeted ‘their group’ of plumbers by introducing them to the product. Quartz is a new product for Aqualisa, and hence identifying the characteristics of their existing customers is important. Customers in this category are mainly concerned with low price and convenience.

Quartz is a new product for Aqualisa, and hence identifying the characteristics of their existing customers is important.

aqualisa quartz case study ppt

Hence, they would familiarize themselves with a product brand. As we can see, sutdy play a big mediator role in the distribution channel and reaching the end consumers. To make this website work, we log user data and share it with processors. But, we have to account for the fact that Quartz is a genius in itself and a lot of effort and resources has been put into its development, creating a product that customers aqualiisa.


(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –

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aqualisa quartz case study ppt

They have effectively segmented their markets and have products that cater to each segment’s needs. Quartz is an improvement over Aqualisa’s existing product range. They are quite loyal to the brand that they have chosen and are apprehensive of any product innovations.

Rawlinson points out that targeting the customers directly with an ad campaign will cost about 3million to 4 million over two years and is very difficult for a company with net ppt of about 17 million.

This report analyzes Aqualisa’s existing strategy, beginning with market segmentation and customer behaviour leading to the 4Ps Product, Place, Price and Promotion. Customers in this segment are quite price-sensitive and require showers that are reliable, stylish and flexible i.

Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2

Simply a Better Shower. Even though plumbers suggest Quartz, some price conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category. As pointed out in the case, customers are generally unaware of product features and have limited knowledge.

Slow sales have worried Rawlinson who was taught ‘think big’. Despite the above facts, Quartz has experienced poor sales and has not met the company’s expectations. Aqualisa can reach and convince plumbers to use Quartz by implementing aqualusa followings: Help Center Find new research papers in: About project SlidePlayer Terms of Service. Consequently, the real problem here is how to boost sales.

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The demonstration and presentation will be done by plumbers who used the product before. Once plumbers are convinced and informed about the benefits of the new product like ease of installation, they will become a source of word of mouth to push showrooms to call attention to Quartz by emphasizing the low cost of installation.


It highlights certain challenges that Aqualisa currently faces with Quartz and subsequently providing recommendations. Assuming that they fall in the middle of the two categories, style would be a consideration but not important. Aqualisa needs to develop aqualsia effective positioning strategy for Quartz, so that it does not cannibalize their existing products and also gains substantial entry into the market at the same time.

But, within this individual customer category there are sub-segments based on varying needs.

aqualisa quartz case study ppt

Aqualisa offers its products through a wide range of distribution outlets – from trade shops, showrooms, DIY Sheds, plumbers and contract outlets. Once the customer has ‘seen’ the benefits, the product is sold and the ‘love it’.

Customers in this category are mainly concerned with low price and convenience. Answers to Case Study.

It was developed after undertaking a thorough market analysis and identifying the problems in existing products resulting in a product that ‘customers actually want’ The product is offered in two models – the Quartz standard not requiring a pump to boost water pressure and Quartz Premium including the pump. If Aqualisa get plumbers to demand Aqualissa, trade shops have to stock up this product because their primary customer is the plumbers.

Quartz has been made available through all of Aqualisa’s distribution outlets, but in varying degrees. Hence, Aqualisa should use its existing brand image and awareness in the market to launch the ad campaign for Quartz and build product awareness.

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