Secondly, Rawlinson feels that Aqualisa’s existing products face the threat of cannibalization, especially their cash cow – the Aquavalve. Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions. We think you have liked this presentation. In addition to this, plumbers also work for developers, showrooms, contractors or directly for consumers. However, sales have not picked up since the four months of its launch. Once the plumbers have been influenced and there are many ‘converts’, Aqualisa should make Quartz available in the trade shops since they tend to carry the products that are in demand.

Simply a Better Shower. Advertisement Plumbers Company Not focused on the biggest part of the market. Comparing Aquavalve Value to Quartz Standard: The showrooms also offered installation service. They have only been able to sell 15 units a day – compared to an estimated requirement of units a day to break through to the mainstream.

The table below, lists a few characteristics Figure 1: Some of the reasons are related to distribution channel, promotional strategy and positioning of the product.

Their major quartzz is reliability, performance and ease-of-installation because they would have to bear the costs of any unforeseen problems. Final installation was usually carried out by the plumbers.

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For this reason, Aqualisa will give a free product to those of consumers. Hence, they would familiarize themselves with a product brand. Feedback Privacy Policy Feedback. One interesting group of people in all the categories, who are not the consumers and hence could not be placed in the above figure are the plumbers – people who actually install the showers so that the customers can actually gain the benefits that they seek.


To make this website work, we log user data and share it with processors. Comparing Aquavalve Value to Quartz Standard: Getting to know the Terms Customers: The company spent almost 3 years and 3. Advertisement Plumbers Company Not focused on the biggest part of the market.

What is a product? But, this should be viewed as an investment and not as a cost; since Quartz is going to lead Aqualisa’s market for other electronic product innovations and success of Quartz will give Aqualisa the first mover advantage in the market. As suggested by Ansoff, this is riskier than the market development strategy.

Quartz is an improvement over Aqualisa’s existing product range.

aqualisa quartz case study ppt

Also, they do not rely on the individual plumbers while making purchase decisions. My presentations Profile Feedback Log out.

aqualisa quartz case study ppt

The customers need to be educated about the product and its features. The plumbers in turn are influenced by the property developers.

Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2

However, they do have relationships with the plumbers who will install the aqialisa that the developers select. Although they are not the end consumer, their role will be significant for Aqualisa when creating an effective marketing strategy.

In addition, their decisions are not influenced by the plumbers but the product.

So, what The use of electronics which was a failure in the 80’s has caused plumbers to be sceptical about the Quartz. Auth with social network: Aqualisa offers its products sudy a wide range of distribution outlets – from trade shops, showrooms, DIY Sheds, plumbers and contract outlets.


Quartz has been made available through all of Aqualisa’s distribution outlets, but in varying degrees. The only product offered by Aqualisa for this category was Quratz at Developers: Branding and the Marketing program.

But, that was 20 years ago and we have seen a great deal of technological advancement. Customers in this category expected performance and service as a base criteria to be on their qualifying list of products.

Aqualisa Quartz by Kevin Lehman on Prezi

Jobber Clearly, Aqualisa falls in the Product development box. The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which will be total given 50 cities in the U.

This also includes a category of customers called DIY, consisting mainly of landlords and apartment dwellers – who install and select their own showers.

aqualisa quartz case study ppt

However, it can be assumed that Rawlinson has not fully exploited this channel, because he mentions that they are careful of introducing any qyartz in DIY stores.