Aqualisa quartz case summary. Aqualisa Quartz Case Analysis 2022-10-03
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Aqualisa Quartz is a UK-based manufacturer of showers. The company developed a new type of shower called the Quartz shower, which it believed would revolutionize the shower market. The Quartz shower used digital technology to provide a more consistent and controllable flow of water, as well as a variety of other features such as adjustable temperature and pressure settings.
Despite the impressive features of the Quartz shower, Aqualisa struggled to sell the product. Part of the problem was that the company was targeting the wrong market. Instead of focusing on the high-end luxury market, Aqualisa was trying to sell the Quartz shower to plumbers and installers, who were more interested in traditional, cheaper showers.
In addition, Aqualisa did not have a strong marketing strategy in place to promote the Quartz shower. The company did not invest in advertising or work to build a strong brand presence, which made it difficult for consumers to learn about the product.
To turn things around, Aqualisa needed to reevaluate its marketing strategy and target the right market. It also needed to invest in advertising and branding to build awareness of the Quartz shower.
One potential solution was to target the high-end luxury market, as the Quartz shower's advanced features and digital technology made it well-suited for this market. Aqualisa could also consider partnering with high-end home improvement retailers or luxury hotels to showcase the Quartz shower and reach a more affluent audience.
Another option was to focus on educating plumbers and installers about the benefits of the Quartz shower. By demonstrating the value of the product and the ease of installation, Aqualisa could convince these professionals to recommend the Quartz shower to their customers.
Overall, the Aqualisa Quartz case highlights the importance of proper market research and a strong marketing strategy in the success of a new product. By refocusing its efforts on the right market and investing in advertising and branding, Aqualisa could turn the Quartz shower into a successful product.
Aqualisa Quartz: Simply a Better Shower
Anyone does not have to wait for so long to get a shower. It also creates the threat of cannibalization of the other product lines. Yet the sale of the product was not picking up. Should he lower the price of the Quartz? The Company wants to ensure that the innovative technology, which is leaps and bounds ahead of competition, will generate more sales to capture market share before the competition can imitate the technology. Put simply, the value proposition for plumbers is saving time and effort and the opportunity to earn more. It is due to the fact that since Quartz has introduced an easy style, the knowledge required to fit the shower has been reduced, making it an easy job. Aqualisa products were available through 25% of showrooms in the UK and 40% of trade shops.
The Best Aqualisa Quartz Case Study Solution for College
Since, price is very important to this category they do not like to spend money on solutions that require excavations as they would increase installation costs. This example is a quintessential instance where multiple branding is the best option. The table below, lists a few characteristics Figure 1: Market Segments based on Price v. Rawlinson was debating marketing options to enhance company sales, these three options were: targeting consumers directly, targeting Do-it-yourselves, or targeting developers. Goal We want to increase units sold of Aqualisa from normal sale strategy, it will be increase 12,775 per year within 3 year to be 51,220 as follows 10% increase in the first year, 15% increase in second year and 30 % increase in the third year. They operate air purification systems in the plant and its surroundings, collect dust throughout our manufacturing processes, and store raw materials in a safe, clean environment on sealed pallets to prevent possible leakage of ground polluting… Case Analysis Aqualisa Aqualisa has always had a strong reputation in the U.
The value proposition of Aqualisa Quartz to consumers is that it had efficient and reliable water pressure and temperature. In a market such as the shower market in the UK, there needs to be several strategies and methods of market penetration. He is re-evaluating their existing strategy regarding the overall positioning of the product, distribution channels and effectively pricing and promoting Quartz. An excellent example of multiple brands can be drawn from the brief anecdote at the beginning of the paper with the mentioning of the Marriott that Mr. The main issue that consumers faced was poor water pressure and fluctuating temperature. Aqualisa has developed three brands respectively: Aquastyle, Gainsborough, and ShowerMax, to penetrate these markets.
In addition, their decisions are not influenced by the plumbers but the product. Quartz has become the leading product of the showrooms, where it has gone on display. Aridly speaking the customers in the individual market segment have one common feature I. In order to truly make a difference in sales, the product needs to be available in more outlets for purchasing. Is Quartz a niche product or a mainstream product? Squalid needs to develop an 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.
However even after addressing the market gaps, Aqualisa Quartz under the leadership of Harry Rawlinson is still facing the low sales. Thus, it is suggested that Squalid maintains its current price for Quartz and use the above value proposition in targeting customers to show then benefits gained. The company simply faces too much direct and indirect competition within the GTA to compete in their current financial state, which is poor. The company has been able to create an innovative, break-through product in an extremely mature industry. Should company target developers more aggressively to push Quartz since it could get some large-volume deal with developers? The primary customer pain is low water pressure and fluctuating temperatures. Rawlinson must decide whether to divert his strategies insofar as product positioning is concerned in the realm of its existing product line.
Developers: Customers in this segment are quite price-sensitive and require showers that are reliable, stylish and flexible I. Marriott consists of the Courtyard, The Fairfield Inn, Marriott Resorts, and Residence Inn, just to name a few. This scarce amount of manufacturing gives the customers a uniqueness feeling, which leads to a high customer satisfaction. Aqualisa currently has three brands: Aqualisa, Gainsborough, and ShowerMax. The uncertainty of its performance, which may result in having to do repair work, plus the time to learn a new product, is seen as a hindrance. .
Aqualisa Quartz Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies
The consumers did not have to manipulate the temperature anymore, it was automatic, which had unexpected psychological benefits. One interesting group of people in all the categories, who are not the consumers and hence could not be placed in the above figure are the plumbers — people who actually Install the showers so that the customers can actually gain the benefits that they seek. While each of these options have pros and cons, we are recommending that the Quartz product be marketed directly to premium consumers, as well as directly to the consultants they will be advised by while shopping various high-end showrooms. Caesarstone monitors and controls energy consumption for maximizing efficiency, and re-use industrial residues in our production processes to reduce the need for excessive new quartz quarrying and thus preserve precious natural resources. Its managing director, Harry Rawlinson, recently launched the latest innovation in the shower industry known as the Quartz shower.
Though, the new product has addressed the two key issues of the customer that is pressure and temperature of the water in showers, however still the company is fighting the issue of low sales. The biggest issue is having problems with reaching plumbers because they are the key players in terms of being a reliable source for consumers when choosing the product. Sales of the Quartz shower are significantly below expectations. Over the period of time, the company has developed the In addition to this, the company though devised the breakthrough products in the In the recent period, the company has devised new shower model that has reduced the installation time to 1 day and has enabled the users to even install the system themselves. Primary customer of trade shops was the plumbers and Aqualisa brand had presence in 40% of trade shops. . Consequently, the real problem here is how to boost sales.