Case: Aqualisa Quartz: simply a better shower

Running Head : aqualisa quartz

CASE STUDY : Aqualisa Quartz - Simply a Better Shower

CASE STUDY : Aqualisa Quartz - Simply a Better Shower

Introduction

This is being written to analyze the company and the product Aqualisa Quartz

This will analyze the current situation and suggest a definite course of action that the company may take . The succeeding paragraphs will feature the case analysis in four parts . The situation analysis the value proposition to consumers , the value proposition to plumbers and the recommended target market

Situation Analysis

Customers

The customers in

the plumbing industry who buy showers can be divided into the Value Customers , the Standard Customers and the Premium Customers

Premium customers typically shop in showrooms . As the name suggests these set of consumers tend to pay more . They usually take for granted high performance and service . They take the factor of style highly in determining their choice (Herman , 2003 ,

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Standard customers tend to emphasize performance and service . The case has detailed their predisposition to rely on independent plumbers to recommend or select a product for them (Herman , 2003 ,

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Value customers tend to emphasize convenience and price . They also like to avoid solutions that require any excavation and tended to rely as well on independent plumbers to select their product

Channel

Aqualisa currently has four channels of distribution to reach its customers . These are through trade shops , showrooms , DIY Sheds , and through the Plumbers

Trade shops cater primarily to plumbers . Aqualisa currently has a channel of distribution in 40 percent of these shops in the United Kingdom (Herman , 2003 ,

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Showrooms cater to the premium market . Aqualisa currently has a channel of distribution in 25 percent of these shops in the United Kingdom (Herman , 2003 ,

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DIY Sheds cater to the mass market . They cater to the Value products section of Aqualisa through the Gainsborough Brand . These sheds usually offer the electric shower product type because of its easy installation and low price . Not all of Aqualisa 's brand are carried in DIY Sheds instead only the Gainsborough Brand of electric showers are offered in nearly 70 percent of the shops in the United Kingdom (Herman , 2003 ,

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Plumbers are the installers of the products produced by Aqualisa . They have a good hold on the Standard Customers in terms of preference and sales through trade shops . Plumbers undergo several years of training and apprenticeship before they become master plumbers . They favor easy installation and reliable products . Product loyalty is high with master plumbers because they favor familiarity with the product 's idiosyncrasies . Faulty installation cost plumbers money therefore good products and familiar products are favored by these plumbers

Competition

The main competition of Aqualisa is the Triton and Mira Brands . The Gainsborough and Aqualisa brands of the company do well in terms of units sold in the United Kingdom . Currently , both brands occupy the third and fourth rank in the market . The Triton and Mira brands occupy the leadership positions in terms of units...