Aqualisa Quartz: Simply a Better Shower 7

The Quartz sales are suffering for many reasons primarily due to positioning errors on the part of the Aqualisa management. The market entry strategy is ill-defined and lacks a clear direction. They have failed to hone in on a target niche as well as to develop an effective product induction strategy. This is further exacerbated by the lack of buy-in on the part of their most important allies in the sales processes – the plumbers.

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

Aqualisa Quartz, a significantly innovative product developed by Aqualisa, in terms of both cost and quality, has been facing challenges in the market since its launch four months ago. The product described by one of the customers (a plumber) is a 'push-fit-connect-you're done' shower and offers the customers 'what they (the plumbers) want'. Despite the above facts, Quartz has experienced poor sales and has not met the company's expectations.

Positioning refers to how an organization communicates the benefits of their products and services to potential customers. Positioning a product involves research, development, design, branding and advertising. NHL being a niche sport, it is currently considered as a second rate sports league behind the NFL and NBA. It has a very passionate fan base, but it is relatively small when compared to the other sports. The lack of interest and fan following is attributed to the absence of knowledge and the failure to understand the unique features that NHL offers that are absent in other sports.

• Installation does not require master plumber. This can be done by apprentice plumber or inexperienced one also.

Positioning, to marketers, means they drive their “better” product to a particular audience. This strategy is important to marketers because, they use this technique to increase their sales by convincing their audience that their product is better than the competing brand. A product I buy that is “positioned” to me is The North Face backpack. As a student, North Face are popular around campus. When someone sees a North Face backpack, they assume you might have a little money. The backpack has many compartments and zippers. Inside the larger pocket, there is two padded slots, one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded as well for comfortability. Depending on the style, there are two bottle

The Quartz is a mainstream product that appeals to anyone who can afford it. While the Quartz may have failed to post strong initial sales numbers there is clearly a demand in the United Kingdom (and probably the rest of Europe) for a product that fixes all of the problems associated with the old plumbing infrastructure that exists in this part of the world. When there is strong demand and only one supplier that adequately addresses all the consumer needs the only missing ingredient is a proper marketing campaign, which is clearly lacking. If Aqualisa can effectively convey the benefits of the Quartz units to both plumbers and consumers adequately there is no reason Quartz cannot fuel Aqualisa’s growth for the next several years.

Growth through innovation: The Company understands that change is inevitable. In this regard, Nirvana Pro-Cleaning Services shall innovate with technology as time goes by, may it be a change in cleaning trends, facilities, and

Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

Positioning of Product/ Brand Positioning strategies of the brand help the consumers to shape their preferences towards the brand. It is necessary to understand the target customers and their psychology to developing right type of positioning strategies for the brand. Right type of positioning strategies at right time help the companies to build right image in the mind of customers. The right type of positioning strategies help the companies to build a distinct and competitive image in the minds of the customers (Sair, 2014).

Built of solid brass components, this Speakman model updates the original legacy Speakman technology with modern lines and attractive complementary finishes to balance any bathroom decor. Using their trademarked Anystream self-cleaning mechanism, the precision machined components of this Speakman shower head will last a lifetime.

Every company dreams that one day they can bring something unique and very competitive, and use it to dominate the market. But things might not be as easy as they thought. In Aqualisa case, Harry Rawlinson, managing director of Aqualisa, gives us an example that even with new significant shower product Quartz, which seems to be perfect in every aspect, they cannot make a relative progress in U.K. shower market. Quartz is designed to solve all the troubles that exist in U.K. showers. It provides efficient and reliable water pressure and temperature, needs less space in bathroom, has a stylish looking and is easy to use and install. Although Quartz leaps all other showers, the initial sales results turned to be gloomy, as

After looking at the issues causing the initial lack of sales of Quartz, it is essential to note that the lack of adoption of Quartz from the plumber has had a high impact on the issue at hand. For plumbers, Quartz brand is a high margin brand for plumbers, and thus, once adopted by plumbers will, the product extension will yield great gains for the

¡§What to do?¡¨ Harry Rawlinson¡¦s dilemma regarding the new innovative Aqualisa Quartz shower line should be considered an enormous opportunity instead of an enormous problem. This Harvard Business School case is an excellent example of the value that an effective marketing program could potentially bring to a company. Aqualisa has appeared to have done an excellent job performing market research and engineering a new product that should satisfy the needs of

Purchase selection of premium customers was influenced by style and looks of the shower. These customers shopped in showrooms so we should focus on getting Quartz shower in showroom. Showrooms also offered installation services by subcontracting with contractors and independent plumbers. This will also get the attention of plumbers to Quartz. Only 25% of about 2000 showroom showcased Aqualisa’s product range. We should also focus on increasing this number to increase market penetration.