09/03/2017 Aqualisa Quartz: Simply A Better Shower - Book Report

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Aqualisa Quartz: Simply A Better Shower

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Aqualisa Quartz: Simply a Better Shower

"Innovation is the process of turning ideas and know-ledge into products and services
which create customer demand in the marketplace." London Innovation 2003

The term positioning refers to placing a brand in that part of the market where it will
receive a favorable reception compared to competing products. As a matter of strategy, 1 2 3 4 5 6
therefore, a product should be matched with that segment of the market in which it is most likely
to succeed. The product should be positioned so that it stands apart from competing brands.
Positioning tells what the product stands for, what it is, and how customers should evaluate it. Report this essay
Positioning is achieved by using marketing mix variables, especially design and communication.
Differentiation can be achieved on the basis of tangible differences (e.g., product features).

Background Similar Essays

Aqualisa Quartz: Simply A Better
Launched in 2001, the Quartz has challenged most people's common perception of showers
Shower
and showering. Aqualisa took another huge step and launched its first Digital shower - a
revolution in shower design. Quartz Digital proved to be way ahead of other UK showers in Notes On Aqualisa Quartz Case Study
terms of ease of installation, ease of use and design.
Aqualisa And Quartz

In September 2001, Harry Rawlinson, managing director of Aqualisa, is deciding how to Aqualisa Quartz: Simply A Better
handle the marketing of the Quartz shower, the first significant product innovation in the U.K. Shower
shower market in years. The Quartz shower provides significant improvements in terms of
quality, cost, and ease of installation. In product testing, the Quartz shower received rave Aqualisa Quartz

reviews. The vastly superior Quartz shower - which took three years to develop - is simply not Aqualisa Quartz
selling, despite the fact that existing showers in the U.K. are plagues with problems and there is
widespread consumer dissatisfaction with overall shower performance. Aqualisa: Simply A Better Shower

Aqualisa Quartz
The company is faced with some key issues about whether to change the channel strategy,
promotional strategy, and the overall positioning of the product in the context of their existing Aqualisa Quartz: Simply A Better
product line. This case shows that despite the fact Aqualisa had a great product it doesn't Shower Case Executive Summary
necessarily mean that this is going to manifest in great sale.
Aqualiza Quartz Shower

Case Analysis Aqalisa Quartz: Simply A Better Shower

In analyzing the company's landscape (Treat, Opportunity, Weakness and Strength), 4C Aqualisa Quartz
Diamond Marketing Model is used.
Aqualisa Quartz Case Study

1. Change Aqualisa Quartz

Change is driven by the demand from the customer to address the problems in low water
pressure, fluctuation in temperature, unreliable, installation and design. People's lifestyle
inspires the development of new technologies.

As advancement in technology is very dynamic, the need to have a breakthrough product is

necessary to anticipate the competitors catching up Aqualisa's product quality.

2. Competitor

* Triton - Triton is the UK's leading shower manufacturer in terms of volume, who have
strengthened their position in both the mixer and electric sectors of the market.

* Mira - Established over 80 years ago and acquired by Kohler Co. in 2001, a leading
American manufacturer of bathroom and kitchen products. Mira continue to lead the market in
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09/03/2017 Aqualisa Quartz: Simply A Better Shower - Book Report
terms of value.

* Masco - Masco specializes in the manufacture and retail of home improvement and
building products. The company is the largest supplier of cabinets to the US residential
construction market. Masco have recently enhanced their position through a series of
acquisitions.

3. Customer

The customers are categorized in three pricing segments: premium, standard and value
(Appendix A), consist of plumbers, developers and distributors.

4. Company

* Ongoing innovation process, holding regular company-wide design assessment meetings

and encouraging creative-product development as an integral part of the business.

* Embracing design-led innovation to help shape the future of their businesses, to identify
the opportunities that exist within their core markets for long-term growth, and to develop the
product ranges and families that will secure profits for years to come.

In analyzing the architecture of Aqualisa, STV Triangle Model2 is used (Appendix B):

Strategy

Aqualisa's successful strategy to focus on high quality innovative products has driven growth
faster than the market.

Positioning is the act of designing the company's offering and image to occupy a distinctive
place in the target market's mind. The end result of positioning is the successful creation of a
market-focused value proposition, a cogent reason why the target market should buy the
product.

Disappointed by the product's early market performance, the Aqualisa Quartz will
transform its superior quality into a new positioning strategy. With the new product will put
Aqualisa in strong position by offering market with its new products that will make obsolete the
traditional showers products (replace) and make direct promise of simplicity (reposition).

Tactic

Product Differentiation

How to win its market share, Aqualisa concentrate on three dimensions of differentiation:

1. Content - Aqualisa offers showers that beneficial to end-users: stable temperature, easy
to use, safety feature, neat fittings and good design and to plumbers: easy and quick installation.

2. Context - Aqualisa is perceived as high quality, reliable and modern/stylish.

3. Infrastructure - Strong R&D. A partnership with design agency Seymour Powell has
enabled Aqualisa to maintain its competitive edge by exploiting the growing demand for high-
end power and digital showers.

Marketing Mix

1. Product - The products are based on proprietary technology and segmented into: electric,
mixer and power.

Customer service and sales support is excellent - has an enviable reputation for fast, efficient and
friendly service.

2. Place - the channel of distribution is done through trade-shops, showrooms and do-it-yourself
shed.

3. Promotion - strong relationship with plumbers.

4. Price - premium products hence it is fairly expensive compared to its competitors.

Selling

The

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