Aqualisa: Simply A Better Shower

Aqualisa Quartz: Simply a Better Shower

Question 1

The value proposition of the Quartz shower to the customer is based on its consistent water pressure and temperature, its elegant and functional design, its ease of use through a “one touch” control system, simplicity in installation and also the ability to control the shower remotely.

Question 2

The plumbers influence in the consumer’s shower selection is significant (they have an influence in 73% of mixer shower selections) and the reluctance of plumbers to adopt the Quartz shower has been a considerable factor affecting its sales. Plumbers have traditionally been loyal to the single brands in which they have gained an operational expertise. As a consequence, they are often unwilling to switch to unfamiliar products that may present installation or performance issues that could require a second visit, costing them time and money. This unwillingness has been exacerbated by the bad prior experience plumbers had with electronic controlled showers in the 1980’s which were poorly designed and lacked quality. Furthermore, Aqualisa have been unsuccessful in communicating the Quartz’s value proposition to the plumbers. While demonstrations have been well received by plumbers in face-to-face meetings, their fears about unreliability and installation difficulties have not been allayed.

The shower market in the U.K. is divided into three segments based on price: value, standard and premium. While the value proposition of the Quartz would appeal to the standard and value segments of the market the fact that the shower is priced at the upper end of the premium scale means that both segments are effectively discounted as potential customers. Moreover, pricing the Quartz at the top end of the premium market may further narrow its potential to sell in this market and reinforces Rawlinson’s belief that the market views Aqualisa products as over priced.

Question 3

The time and money spent creating the Quartz has been worth it. Aqualisa have developed a technologically innovative product that meets consumer’s needs (as indicated by market research) and is superior to anything currently offered by the market.

The Quartz is definitely a mainstream product as it is a panacea to the low water pressure, varying temperature, unreliability, maintenance issues and installation difficulties exhibited by other market offerings. However, it appears to be interpreted as a niche product by the market, due in the main by Aqualisa’s inability to communicate its value proposition and create brand awareness.

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Question 4

The multiple brand strategy pursued by Aqualisa allows the company to compete in different specialised markets. Aqualisa currently has three brands: the Aqualisa, the Gainsborough and ShowerMax. The Aqualisa