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Aqualisa - Quartz Case Study

The document summarizes the problems Aqualisa faced with its Quartz shower product pre- and post-launch in the UK shower market. Pre-launch, the shower market had low penetration, consumers had little knowledge of options, and plumbers were reluctant to try new products. Post-launch, sales of the Quartz grew slowly and the sales team was skeptical it would replace their core product. The document then outlines Aqualisa's plans to position Quartz as a premium brand, sell through trade shops at a subsidized price, and implement a multi-level marketing strategy to boost sales and acquire new customers.

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Nemish Kuvadia
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376 views8 pages

Aqualisa - Quartz Case Study

The document summarizes the problems Aqualisa faced with its Quartz shower product pre- and post-launch in the UK shower market. Pre-launch, the shower market had low penetration, consumers had little knowledge of options, and plumbers were reluctant to try new products. Post-launch, sales of the Quartz grew slowly and the sales team was skeptical it would replace their core product. The document then outlines Aqualisa's plans to position Quartz as a premium brand, sell through trade shops at a subsidized price, and implement a multi-level marketing strategy to boost sales and acquire new customers.

Uploaded by

Nemish Kuvadia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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AQUALISA – QUARTZ CASE

STUDY
BLP GROUP 5
PROBLEM DESCRIPTION : PRE PRODUCT
LAUNCH
UK SHOWER MARKET
PENETRATION TEMPERATURE
LOW PRESSURE
Only 60% of the homes in the UK FLUCTUATIONS
had showers

CONSUMER BEHAVIOUR INSTALLATON OF SHOWERS


Consumers had little knowledge of 54% of the showers in the market
the product options in the shower were installed by plumbers, who
market were not open to innovation

PLUMBER ATTITUDES LITTLE TO NO INNOVATION


Reluctance to try new products The shower market had hardly
and were generally brand loyal witnessed any innovation since a
very long time
THE QUARTZ TECHNOLOGY

Installation
Installation time
time reduction
reduction

Less
Less complexity
complexity in
in installation
installation

Temperature
Temperature control
control is
is automatic
automatic
PROBLEM DESCRIPTION : DURING SALES

SLOW SALES GROWTH


Sales for the Quartz brand had not
picked up as expected after the
launch

PRODUCT PERCEPTION NEW CUSTOMER ACQUISITION


Was perceived to be a niche 90% time spent behind serving
product existing customers and 10%
behind acquiring new customers

SALES TEAM ISSUES


The sales team feels the Quartz
will replace the core product-
Aquavalve and they seem
sceptical about this
PRODUCT POSITIONING

Positioning the Quartz shower in the mixer shower category under the premium segment

• 30% of the shower market is captured by Triton (44% of that


market share in the electric showers segment)
Why??? • No product offering in the premium mixer shower segment
• To avoid cannibalisation in the electric showers segment
• Plumbers are sceptical towards electric showers
TRADE SHOP CHANNEL

73% of the Model Segment Retail Price MSP (in


(in Euros) Euros)
shower selection
Why??? in the mixer Quartz Premium 850 450
shower category Standard
is influenced by Quartz Premium 1030 575
plumbers Pumped

Assumption 1:
Trade shops sell Assumption 2: Thus providing subsidy directly
at the price Showrooms sell to the customer
between the retail at the retail price
price and MSP
MULTI LEVEL MARKETING
Quartz standard product
being sold at €500 with a P1.1
sale of €1500 providing
commission of 3% (€45) P1

P1.2

Sales Executive

P2.1

P2

P2.2
THANK YOU

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