Aqualisa Quartz : Simply a Better

Shower
Group 5
Nikhil Saraf 13P028
Robin Bansal 13P035
S Aswin 13P038
Sasi Kanth Pingali 13P043
Tejas Shah 13P046

Situation Analysis
Consumer looked for a product with good pressure and varying temperature

Plumbers wanted a shower which was easy to install and easy to service

Most showers got worn out 44% looked for replacement showers

3 types of consumers
- Premium segment, wanted high performance & service, shopped in showrooms
- Standard segment, relied on plumbers advice
- Value segment, wanted good value, relied on plumbers advice

3 ways to bring the product to the consumers
- Trade shops ( Presence 40%)
- Showrooms (Presence - 25%)
- DIY Sheds (Presence 70%)

Only 27% consumers make purchases without plumbers advice and 54% of the
installation is done by the independent plumber








Problem Identified: Channel used to supply Aqualisa Quartz to consumers




Identifying homogenous customer segments &
channel requirements
Customer Segment identified Premium Segment

Customer channel function requirements

1. End user
o Adequate information about the product
o Demonstration/ live feel of the product
o Help in the installation process
o After sales services

2. Showroom owners
o Training the executives in the showrooms
o Entire section of showroom dedicated to Quartz
o Higher margin for this product

Important channel functions identified in order of priority
o Product Information
o Product Quality Assurance
o After Sales service


Benchmarking sellers existing channel
requirements
Particulars
Showrooms DIY Trade Shops Sales force
catering to
Developers
Product
Information
High Low Low High
Product Quality
Assurance

High Low Low High
After Sales
service

Low High Medium High
Reach Low Medium High Medium
Identifying options


Targeting
Consumers
Directly
Do-it-
Yourselves
Targeting
Developers
Evaluating benefits & costs of each option
Particulars
Targeting Consumers Directly Targeting DIY Targeting Developers
Demand Generation
Costs
High Medium Low
Training &
Maintenance Cost
Medium Low High
Logistics Cost Low Medium High

Margin High Medium Low
Segment Premium Both Value/Standard
Decision Taken
Particulars
Now (When product is
new)
3 years Later ( when product is
established)
Channel Showroom Dealer Independent plumbers
Reason
Consumers needs
demonstration of the
product

Consumer needs to
know about the value
propositions offered

Plumbers are not
willing to accept the
product as is because
of low awareness
Plumbers accept the product
due to word of mouth and
usage

44 % consumers replace
showers ( Exhibit 3)

54 % of showers are installed
by independent plumbers (
Exhibit 5)

73% consumers are
influenced by plumbers (
Exhibit 4)
Thank You