Fahim Ferdous Khan Ashiqur Rahman Md. Nazum-Us-Sakib S.M.
Masfiqur Rahman Surovi Alam Group 6
Slide 3
Aqualisa at a glance Shower manufacturer of UK Founded in 1977
In 2001 first introduce Digital Shower Four basic shower
technology- - Digital, Thermostatic, Electric & Pumps
Slide 4
Digital Shower Technology Ilux shower Ilux bath HiQu shower
HiQu Bath Axis digital Quartz digital Visage digital
Electric Shower Technology Quartz Electric Aquastyle
electric
Slide 7
What is the Quartz value proposition to plumbers? To consumers?
Plumbers installed 40 to 50 showers in a year &charged about 40
to 80 per hour with cost of excavation & materials. Quartz
shower installation took half day. Quartz shower installation was
so straightforward that learner plumbers can do it. Many plumbers
said that it was easy to fit and they preferred it most. Type of
buyers: Premium, Standard & Value &Type of shower:
Electronic, Mixer & Power shower. Value of electronic shower:
Value- 95, Standard - 155, Premium - 230. Value of mixer shower:
Value - 390, Standard- 715. Value of power shower: Value - 480,
Standard - 670. Provided efficient and reliable water pressure and
temperature & had one- touch feature & light on the valve
to determine desire temperature.
Slide 8
Why is the Quartz shower not selling? Plumbers wary of
innovation of any electronics shower Plumbers conservation nature
or adaptation is a long process Quartz glosses over Aquavalves core
products
Slide 9
Problems with Marketing Strategies Direct selling High risks
High cost like advertising expense Do It-Yourselfers Riskier to
market premium brand through discounted channels Developers Lag
before the shower would reach consumers Perceived those types of
products at better discount rate
Slide 10
Aqualisa spent three years and 5.8 million developing the
Quartz. Was the product worth the investment? Is Quartz a niche
product or a mainstream product? The investment was worthful
because Different kinds of shower Advanced stage of development
Upgrading product features by using new technology. Niche Product
25% Return on sales and 5-10% growth rate
Slide 11
Aqualisa currently has three brands: Aqualisa, Gainsborough and
ShowerMax. What is rationale behind this multiple brand strategy?
Does it make sense? Rationale behind this multiple brand strategy
Different people have different choice based on the facilities
given by the Aqulisa. Most of the customer buy this product based
on their ability. Middle class people buy Aqulisa &
Gainsborough and upper class people buy ShowerMax. Yes, it make
sense. Because different brand has different demand in customer
mind.
Slide 12
What should Rawlinson do to generate sales momentum for the
Quartz product? Should he Change his marketing strategy to target
consumers directly, target the DIY market or target developer?
Should he lower the price of the Quartz? Or should he do something
different altogether? Rawlinson should do Branding Conducting
learning session Follow-up advertisement Offering discounted price
for in exchange of an old system of Aqualisa or any other company
Restructuring the Sales Force Offering Commissions to Plumbers
Slide 13
Target Targeting Customers Directly Designate a separate
marketing team to make consumers aware about the new product.
Running follow-up marketing strategy (advertisements) to support
it. Targeting Developers Developers are also consumers to the
company Aqualisa
Slide 14
Lower price or not No, Because, Quartz is an innovative product
and way ahead (Almost 2 years than other technologies, according to
the case) than other technologies available in the market.
Therefore, lowering the price may affect the R&D cost of
Quartz. Besides, people always strive for innovative product.
Slide 15
Something different Considering the push and pull marketing
strategy Rawlinson may do following activities: Push: Can offer a
commission to the plumbers on the MRP of Quartz. Can offer a
commission to the developers on the MRP of Quartz. Pull: Can offer
a launching discount on the product to the consumers. In-occasions,
he may offer some cash discounts to the consumers.
Slide 16
Appendix Plumbers found that Quartz shower installation was so
straightforward that learner plumbers can do it easily. There are
three types of buyers base on price segments: Premium, Standard
& Value. Quartz provided three kids of showers: Electronic,
Mixer & Power shower. Aqualisa sold to developers under its
ShowerMax brand, which was available only through specialist
contract outlets. To gain objective create a space for Quartz
Targeting old client Participants from different area Discount to
the participants Help to remind target market about the product
& benefit. Competitors market as well Should include a team
which will assist sales force Plumbers can be treated as auxiliary
sales force