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Group 6
Fahim Ferdous Khan
Ashiqur Rahman
Md. Nazum-Us-Sakib
S.M. Masfiqur Rahman
Surovi Alam
Aqualisa at a glance
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Shower manufacturer of UK
Founded in 1977
In 2001 first introduce Digital Shower
Four basic shower technology- Digital, Thermostatic, Electric & Pumps
Digital Shower Technology
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Ilux shower
Ilux bath
HiQu shower
HiQu Bath
Axis digital
Quartz digital
Visage digital
Thermostatic Shower Technology
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Futori
Dual
Dream
Aspire DL
Siren DL
Colt
Midas100, 200 & 300
Axis Thermo
Quartz Thermo
Aquavalve 700 thermo
Aquastream thermo
Aquatique thermo
Aquamixa thermo
Electric Shower Technology
• Quartz Electric
• Aquastyle electric
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 onetouch” feature & light on the valve to
determine desire temperature.
Why is the Quartz shower not selling?
• Plumber’s wary of innovation of any electronics shower
• Plumber’s conservation nature or adaptation is a long
process
• Quartz glosses over Aquavalve’s core products
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
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
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.
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
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
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.
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.
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
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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