Case: Aqualisa Quartz: Simply a Better Shower
Žiga Kraševec, 19506891
Aqualisa introduced a new product called Quartz. It is an innovation in the shower market and proved to be one of the best products. The question, the leading people in firm are trying to answer is why does it not sell as good as was supposed to. They are faced with some management decision problems, concerning product and marketing strategies.
Shower buyers in the U.K tend to fall into one of three pricing segments: premium, standard, and value.
Value consumer: In this segment are people who value convenience and price the most. They rely on a plumber`s opinion and ...view middle of the document...
* DIY sheds: It`s a mass market, that offers discounts for DIY products. Electric showers are a bestseller here.
It is also important to mention the Plumbers themselves. The most important thing for them is reliability, performance and how easy it is to set up. More than 50% of the end consumers choose the product selected by a plumber. In a way, plumbers could be considered as the end customers. Unfortunately plumbers dislike electronics, especially if it involves electronics.
The most important competitor would be Triton, which also has the biggest market share and the second Mira. But the main problems lies within end consumer, because they are not aware or do not have enough information about the products and brands that exists. Plumbers are actually the ones that decide which product will be installed. Plumbers influence type of shower with 20%, consumers takes plumbers’ advice on type and brand of shower with 28% and finally, plumbers select type and brand alone without consulting to customers with 25%. As we can see, brand awareness is very low, the only company that seems to have brand awareness is before mentioned Triton. This could be the reason for having the most unit sold.
Aqualisa has a good...