Group 4 :

Abhilasha Mishra
Anjali Neha Lakra
Pooja Mehra
Gaurav Agarwal
Sumit Priyam
Tashi Norbu
Aqualisa Quartz: Simply a
Better Shower
SWOT ANALYSIS
STRENGTH
Easy Installation
Excavation Not Necessary
Efficient and reliable Water Pressure and
Temperature
Automatic Temperature Control
User Friendly
Patents: Competitive advantage
WEAKNESS
Low brand awareness of Aqualisa Quartz
product
The Market perceived Aqualisa product to be
overpriced
Might replace the sales of existing products
Plumbers are skeptic about electronic
showers
OPPORTUNITIES
Maximum sales and profits in case of
Quartz success(High profit margin)
Wow factor
Future product releases based on
Quartz technology

THREATS
Competitors will start using this technology
sooner or later



SWOT
Value Proposition
PLUMBERS:
Easy to install and reduction in installation time
reduced by 75%. Thus more number of installations
in a year>>Better returns
Even apprentices could install
No need to delegate task to sub-contractor for
excavation
CONSUMERS:
Requirements: Elegant Looking, good pressure at
stable temperature, do not break down easily, user
friendly
Quartz was elegantly designed, was easy to use,
controllable water with automatic temperature and
speed control. Mechanism for mixing hot water and
cold water can be installed remotely and didnt
require wall excavation.
Warranty of 5 years

Why is Quartz Shower not
selling?
Price was very high
Lack of brand awareness among the customers (plumbers and
end consumers).This has resulted in non materialization of the
sale.
Plumbers were vary of innovation (specially electronic
innovation).
Trade Shops were also not able to sell the product to its
customers(mostly plumbers), who looked for reliable product
rather than electronic ones. They dont have time to explain the
value proposition to customers
The customers were not aware of the quartz and its special
features. Thereby, DIY section also did not show the results
90% of the existing sales force are managing the existing
accounts. So, couldnt focus on new customers
Poor penetration (25%) in showrooms where the premium
segment usually shops




Marketing Plan
Mission: To make quartz the breakthrough product
Objective: To generate sales momentum for Quartz
product
Target markets: Plumbers, showrooms, consumers

Target Plumbers(54%):
Invest in skill development and product awareness of Quartz among
plumbers.
Create awareness among plumbers that Quartz will reduce the number of
bungled installations thereby reducing losses for plumbers.
Once they will start using the product they will know the efficiency to install
the product and hence will easily move to this product.(WOW factor)
Showrooms(20%):
Result from showrooms is such that once the quartz is in a working display it
becomes the leading product in that showroom almost immediately.
More penetration into this segment will help in picking up sale as well as
building brand value.
First focus 25% of showrooms where the aqualisa brand is already sold, that
will increase the visibility and then increase the presence in other
showrooms.

Marketing Plan
Brand Building and targeting customers directly:
Design an advertisement that focuses on simplicity of quartz. It
may cost 3-4 million on large- scale. However it will help in
building customer base and brand value like triton.
Create awareness among the consumers that price is high but
theres a considerable relief from repair and replacement which
account for 44% shower installation.
Free trials and demonstrations for consumers, plumbers and
developers to make them aware of the unique features of
Quartz.
Targeting Developers(20%):
This segment looks for reliable, elegant looking product that can
work in multiple settings. Quartz have all the qualities. Make
developers aware of it.
Reduce the price of quartz for certain duration such that
developers are encouraged to buy it.
They also influence plumbers so focusing on them will help in
targeting plumbers as well.