Aqualisa Quartz Case Study

In: Business and Management

Submitted By mega2525
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Aqualisa Quartz
Subject: How to best market the new Aqualisa Quartz line of showers
Problem: Aqualisa has created a superior new shower line that seems to be perfect for the needs of customers but the sales are far below expectations. Customers do not have brand awareness of Aqualisa, plumbers are wary of innovation and salesmen are unsure of how to positively market a product without negatively reflecting on other products in their company.
Background of the situation: In the United Kingdom only about 60% of homes have showers due to the unique issues of bathroom remodels in Victorian era homes. Homes with plumbing from this period are gravity fed, with a separate boiler; this meant poor water pressure and temperature fluctuations.
Three types of shower solutions were installed in UK bathrooms. * Electric Showers use water from cold water supply. Electrical heating elements in the shower raise the temperature of the water. This type of shower did not address the flow problem. These are a budget solution and very bulky. * Mixer Shower valves; either Manual or Thermostatic. Both mix hot and cold water to create the desired temperature of the water; these require a lot of excavation of the wall during the installation. To help the water pressure additional booster pump was used. These are a high end, attractive, but costly solution. * Integral power showers are compact with thermostatic mixer valve and a booster pump. They require mounting of a box in the wall but do give a pressure of 18 liters per minute. This is a convenient but not as reliable solution

The average customer’s largest complaints about the showers are poor pressure and temperature fluctuations, but the need to replace items is another major complaint. There is very little brand awareness of showers at the customer level.

The company produces segmented brands “Gainsborough” to…...

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