Aqualisa Quartz: Simply a Better Shower Case Executive Summary

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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.

Brand awareness was low in the industry, problems were frequent breakdowns, re-installations, and leaking/stiff valves, besides pressure and temperature inconsistencies, and nearly half the sales were from replacements. The new Quartz product line is experiencing a very slow adoption
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Standard buyers took the plumbers advice. Value customers wanted to "Do-It-Yourself", and disliked excavation. There were property developers, but they considered Aqualisa products as premium or pricey, unless they were premium developers. But the rest purchased the ShowerMax from Aqualisa, which was a no-frill shower at discounted price. It was the Aquavalve technology basically.

The product Quartz needs no changing. It addresses the problems people cite with current showers. But they could consider replacing the Aquastream with the Quartz line, since the former is considered unreliable, and it is similar to the Quartz, and would give the salespersons a reason to market Quartz. They could sell Quartz as an improvement over the Aquastream. I suggest this because even if all the Aquastream products sold were with boosters, Aqualisa would only make €3.85 million. But if they replaced this line, and even if all the Quartz sold were without boosters, Aqualisa can make €275 on each sale, and if sales were to only match that of the Aquastream, Aqualisa would make €6.05 million (22000 units @ €275).

Price doesn't have to be touched. It is not the price that is stopping sales. Instead, Aqualisa should emphasize the relatively high cost of Quartz is offset by lower plumbing costs.

Trade shops, plumbers bought from here. 40% of them stocked Aqualisa products. Salespeople here have no time to do any marketing, customers are
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