AQUALISA QUARTZ: SIMPLY A BETTER

SHOWER

MARKETING-1

CASE ANALYSIS ASSIGNMENT

Anne Marina H 2017PGP052

Ishan Chauhan 2017PGP138
Pranzal Tiwari IPM2014064
Avupati V N Satya Praveen 2017PGP082
 Assignment Case Analysis – Aqualisa: Simply a Better Shower
Why Aqualisa Quartz is not selling?

 Premium Product: The Aqualisa Quartz was a premium product and priced at 850 (Standard)
– 1080 (Pumped) Euros, which was very high and not affordable by consumers except those
in the premium segment.
 Reluctance of plumbers: Plumbers were reluctant to adopt electronics in the shower
business. They had a tendency to be wary of innovative products in terms of difficulty of
installation. Their unwillingness to install even when consumers insisted did not help in
increasing sales of the product.
 Highlight old problems: In order to market Aqualisa Quartz, the company should
acknowledge the old problems present in products to highlight the features of Quartz to
increase tendency of customers to go towards Quartz
 Sales Team: 90% of the sales team’s time was preoccupied with the existing customers and
only 10% of the sales team’s time is engaged in getting new customers or marketing
Aqualisa Quartz.
 Presence: Aqualisa Quartz was positioned as a premium product but they were present only
in 25% of the showrooms, ie only 500 out of the 2,000 showrooms. They were also present
in only 40% of trade shops. The limited reach of the product was hampering sales for the
product.

What should Harry do now?

 Target Plumbers: Target and increase awareness among the 10,000 master plumbers in the
market. Around 54% of the installations were done by independent plumbers so targeting
them would increase word of mouth sales as well.
 Number of Showrooms: Increasing the number of showrooms at which the Aqualisa Quartz
is sold is another method of increasing the sales as currently they are only available at 500 of
the 2,000 UK Showrooms.
 Target End Consumers: Increase awareness among the end customers as the product is easy
to install and the DIY customers in the market could increase the sales of the product.
 Collaborations: While aggressively pushing the product with developers, Aqualisa could also
collaborate with premium hotel chains, gyms, offices and clubs that require showering
facilities on their campuses. The product has proven to have the wow factor during test
marketing and premium customers would enjoy the experience of premium products at the
aforementioned locations.
 Sales Team Efforts: Currently only 10% of the sales team’s efforts are towards increasing
customers of new products. Increasing the time spent on this product would increase the
sales and as the other products are moderately established in their respective markets.