Decision Sheet for Aqualisa Quartz: Simply a Better Shower

Aqualisa, a U.K. based shower manufacturing firm, which held 18.1% of UKs market share, has come up
with a new technologically advanced product Quartz. This product range was significantly superior to
its competitors in the market.
Problem: Sales numbers still not living upto the expectations of the management.
Analysing the reasons for poor sales performance:
1. Price The reaction of developers was negative to the price of Quartz, since developers (except
the luxury ones) look for cheaper products, which are available at do-it-yourself outlets, and
hence a major segment of the buyer category doesnt prefer the product.
2. Incumbency to changes Since the installation of showers was a job that plumbers did at a fixed
wage, a complex shower which took an additional sitting to install, was charged out of the
plumbers pockets. Hence, they resisted new technology and therefore, adoption was a long and
slow process.
3. Lack of awareness Brand awareness was an important criterion for making purchases in the
UK shower market. Consumer purchases were driven by the suggestions of service providers and
hence understanding of product options and brand awareness were important, and these were
parameters Aqualisa fell short on.
Strengths
Ease of installation (75% less time)
Temperature control
No excavation
Reliable water supply
Opportunities
Technologically superior product

Weaknesses
High price
Technical product (Not preferred by plumbers)
Low brand awareness
Threats
Stronger competition might pick this technology
and capture market, using its brand awareness

Marketing Strategy:
Product The product is already superior to the entire market and hence it is recommended to keep it the
same.
Price Since the product is higher quality, and technologically superior, charging a premium makes
sense. Without the premium the perception in the customer mind of a better product might not get
established.
Place Specific targeting the market is important, since it is a new technology. Early adopters will come
into play and should gain traction in the eyes of Aqualisa for Quartz.
Distribution Channels that Quartz should follow are targeting plumbers and big showroom, and premium
commercial establishments. DIY stores would not work here, due to the high price coefficient.
Promotion
a. Drive Trial Give a free unit to every plumber. This will encourage them to sell, and also help
them understand the ease with which they can install the said product.
b. Provide insurances The sale of every Quartz product can come with certain guarantees in terms
of insuring the second visit of plumbers, if any and money back guarantees to new enrolled
customers.

Pranav Jain

Roll No: 16244

Section E