Aqualisa Quartz: Simply a Better Shower, Case Study

2739 WordsMar 2, 200511 Pages
Introduction Aqualisa Quartz: 'simply a better shower' - 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. Hence, the company's managing director, Harry Rawlinswon, a HBS graduate who has the 'itch to think big' is faced with many key decisions regarding the company's marketing strategy. He is re-evaluating their existing strategy regarding the overall positioning…show more content…
Products offered by Aqualisa for this category are: Gainsborough, Aquavalve and Aquastream Manual ranging from 95 to 480. Standard Customers: Customers in this category are mainly concerned with reliability and performance. Assuming that they fall in the middle of the two categories, style would be a consideration but not important. They also rely on the individual plumber to not only recommend or select a product for them but eventually install it. Products offered by Aqualisa for this category are Gainsborough, Aquavalve 609 and Aquastream Thermostat ranging from 155 to 670, offering better quality and state-of-the-art technology. Premium Customers: Customers in this category expected performance and service as a base criteria to be on their qualifying list of products. Style is what dominated their selection. They usually shopped at showrooms which had technical experts to explain the various product options and help them in evaluating and selecting the right product. Being better informed than the other two segments, plumbers had very little influence on this category. The showrooms also offered installation service. The only product offered by Aqualisa for this category was Aquastyle at 230. Developers: Customers in this segment are quite price-sensitive and require showers that are reliable, stylish and flexible i.e. those that could work in

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