Aqualisa market share ranked it number two in mixing valves and number three in the overall UK shower market.

But, now their sales is decreasing.

Two models:

oQuartz standart (not requiring apump to boost water pressure)

oQuartz premium (including the pump).

About the company:

Top quality shower

Great service
Strong reputation
Premium brand

Problems with the brand:

Other catching up to Aqualisa in terms of product quality

Market beginning to perceive Aqualisa products as being overpriced

10% of their showers still went wrong.

Problems in UK shower market:

Gravity- fed plumbing also created frequent fluctuations in pressure, which caused the temperature to noticeably vary from minute to minute.
Real breakthroughs are very tough. Market share doesn’t changes.
Trade Shops Showroom
•Carried products across all available brands

•Primary customer was the plumber

•Aqualisa brand was available in 40% of trade shops

•Their customers are looking for reliable product availability

Showroom
•High-end product lines and brands

•Various shower and bath options were displayed

•Offered installation services by subcontracting with contractors and independent plumbers

•Aqualisa brand was sold in about 25% of them

DIY Sheds
•Offered discount

•Mass market

•Do-it-yourself products

•Aqualisa brand was unavailable through this channel

•Gainsborough brand was available in 70% of the approximately 3000 DIY

Tradeshops
1. Carried products across all available brands
2. Primary customer was the plumber
3. Tended to stock whatever there was demand for
4. Didn’t have the time to learn all the features and benefits of the
items they offer
5. Focussed only on the right stock of products that are in demand
Aqualisa brand was available in 40%
of trade shops

Showrooms
1. Distributors supplied showrooms
2. Tended to be more high-end
3. Led consumers through the process of selecting and designing a
bathroom
4. Allowed the consumer a chance to view the product in a
pleasant environment
5. Preferred to carry high-end product lines and brands
6. Offered installation services by subcontracting with contractors
and independent plumbers
the Aqualisa brand was sold in
about 25% of them

DIY sheds
1. offered discount
2. mass-market, do-it-yourself products
3. Electric showers led sales
Gainsborough brand was available
in 70% of the approximately 3,000
DIY outlets in the U.K.

SWOT:

Weakness:

Unfamiliar product to plumbers - Stigma regarding past failures with electronic showers - Bad recent customer service
reputation - Sales force focused on servicing existing accounts (90% of time)

Strength:

Better water pressure and temperature control - Safer and easier for users (no sticking hand in hot water) - One touch
control with light indicator - Easy to install : Junior apprentice can perform install as well - Day and half installation
time saving per install (average) - Patent on Aqualisa Quartz design - Strong brand recognition - High quality product
: strong engineering in design

Opportunties:

Current shower systems are bulky - Excavating required for current shower models - Bad water pressure and
temperature control with current shower models - Much manual adjusting required with current shower models

Threat:
Competition catching-up on quality and technology - Aqualisa Quartz perceived as too expensive - Patent expiration -
Cannibalization of existing shower product models.

Consumers:

Depend on plumber

•Easy to use

•Easy to install

•Perceived high quality product

–High pressure
–Stable temperature

–Endurance

Plumber

Loyal to one product created expertise.

•Reluctant to switch brand paid more for the 2nd visit.

•Distrusted innovation (skepticism to new technology, based on some manufacturer’s failure).

•Familiarize themselves with the service from manufacturer,

Developers:

Price sensitive

•Did not need to invest in premium product

•Had relationship with independent plumber

•Prefer reliable and stylish model

VALUE CREATED FOR CUSTOMER

–Quartz is superior to any other shower on the market

–Outstanding performance, elegant design, easy to use

–Cheaper and easier to install, no wall excavation due

–Great economic benefit

Targeting Customer Directly

Increase brand awareness and knowledge by ads

Deal with Plumber (influence 73%)
Good services to plumber
Make incentive program to plumber

Targeting Showroom

Showroom with service Aqualisa provide the plumber bundling with the product Expand distribution on showroom

Targeting Developer
Deal with High Class Developer
Create a new brand “Supermax+” customizable

LEARNINGS
It is not easy to make and market products for the first time. There are many things that must be considered by a company in
create new product. Not only innovate new technology but also research their customer profiles and ways of marketing.
Companies also should not be afraid to pay extra costs to support the marketing of new product. All of these actions is
expected to increase the sales of new product.

By support the marketing of its own product, company will gain extra value, which is one of the most important thing from a
product : consumer’s brand awareness.
High brand awareness will bring good number of profit and sales.
Each company should also pay attention to each type of consumers and customers. Different consumers will need different
treatment and service, thats why its important to know their profile before.