Team Case Analysis: Christopher Williams, Vanessa Gagnon, Wenze Luo November 8th, 2013 Aqualisa Quartz: Simply

a Better Shower Aqualisa launched the Quartz shower in May 2001, a significant innovative product that could possibly revolutionize the U.K shower market according to managing director Harry Rawlinson. Although the Quartz was technologically enhanced and stood above all other U.K shower in terms of water pressure, ease of installation, use and design, it was still not selling 4 months after the initial launch. The company is struggling with their product introduction into its niche market, and is now wondering how to generate sales momentum by positioning its new product to the right consumers. 1) Quartz Performance 2) Quartz value proposition to customers and plumbers Customers: Enhance overall shower experience, safety, ease of use, reduce time consumption, practical and revolutionizing. -Do they mention give the consumer the unique proposition that it is cutting overall cost also? Talk about exhibit 3 Replacement shower accounts for 44%, are consumers looking for high technological shower when shopping or simply a new shower at lost cost? Plumbers: Easy to install, requires less time to finish the job (Is that good or bad), adoption will take time but once you try it, never go back. Advertisement in last exhibit, targeted to home users, but should they target the 53% of plumbers purchasing the showers (28%) /consumers purchasing showers that are influenced by plumbers input (25%). Exhibit 4 Also mentioned that plumber influences type of shower 20% Exhibit 5 54% of Plumber install showers 3) Aqualisas investment in Quartz? 5.8 million / 25.5% = 19 607 843.14 4) Companys multi-brand strategy 5) Appropriate strategy for Quartz http://www.123helpme.com/aqualisa-quartz-simply-a-better-showerview.asp?id=163685