Case study of aqualisa quartz shower Essay

1. What is crystallization on-going securities industrying strategy? caller-out conducted market research, spent EU5.8 gazillion in larnment, invested in a new state-of-the-art examination facility, acquired 9 patents, grew engineering team from 6 to 20 and launch stages of new output development pipeline. Comp each spent 90% of their sale efforts on maintaining existing accounts and 10% on developing new guests. Company had longstanding direct relationship with a group of plumbers. Sale force contacted its meshing of plumbers, calling face-to-face to introduce and formulate the new intersection.2. What are the wants/needs of plumbers? Of consumers?Consumers wants a rain waste stall that looked colossal, delivered tidy pressure at a suitable temperature, was blue-blooded to riding habit and doesnt set forth down. (Consumers in the aid division emphasizes on style. Consumers in the archetype footing range tended to emphasize on performance and renovation. Consu mers in vale segment were primarily concerned with convenience and price and they liked to avoid solutions that required any excavation).Plumbers wanted a shower that was easy to install, with a guarantee to not break down or require servicing. (Plumbers chiefly preferred to install a iodine shower tick off and extremely indisposed to switch brands. They liked to familiarize with the service they could expect from a manufacturer. They distrusted vicissitude).3. What is the watch glass cherish proposition to plumbers? To consumers? Plumbers are able to alter the installation time from 2 years to half-day. The installation is straightforward that plumbers could rase impart their young apprentices to complete entire job. For the consumers, the crystal shower provides efficient and reliable piss pressure and temperature with an easy-to-use one-touch control mounted on shower wall for target temperature prospect and indication.4. Describe the competitive situation. Who are the major(ip) competitors? What are their relative strengths and weaknesses? The major competitors intromit newt, Mira and Masco.Aqualisa-Strength good reputation, top-quality shower, premium brand, greatservice, market share number 2 in mixing valves and number 3 in overall UK market. -Weakness market is first-class honours degree to perceive Aqualisa merchandises as being overpriced.Triton-Strength Dominant in electric showers and it is the only when caller in the market established brand awareness at the consumer level. Although it is not major in mixing valve market, it may expand its business scope and lick market with its highly reputable brand name. -Weakness not well known in mixing valveMasco, Ideal Standard, etc-Strength They are contracting up to Aqualisa in terms of proceeds quality. -Weakness They have not developed core out technologies in showers yet.5. Why is the Quartz shower not selling? One of the reasons is that the society sales force spends only 10% of their efforts in developing new customers and they resolution on their long-standing relationships with plumbers. Plumbers were wary of innovation, particularly innovation involving electronics. Salesmen tend to gloss over early(a) companys produce if Quartz is mentioned.6. Aqualisa spent three years and 5.8 million developing the Quartz. Was the product worth the enthronization? Is Quartz a time out product or a mainstream product? Yes, the product is worth the investment of EU5.8 million. It is a good strategy to invest around 11% of its base pro volley for developing a radically different kind of shower with testing facility, patent position product roadmap, etc. For 60% of families had shower with portion out of mechanical problems and inconvenient use experiences, Quartz with its significant advantages were knowing to fit their customers needs.The conventional shower can no longer action the market demand, innovation and customer measure out delivery is the market trend since forever. As the result, the development of Quartz proved Aqualisas brand value in merchandising base aspect by delivering stylishness of the product and its elegant design. As for finance aspect, Quartz provides higher customer value products with considerable margin which even higher than core products-Aquavalve 609. Based on these factor, Quartz is worth the investment in the long run.Quartz is a niche product, good for homes with children, or for elderly and the handicapped.7. Aqualisa before long has three brands Aqualisa, Gainsborough and ShowerMax. What is the rationale behind this octuple brand strategy? Does it make common sense? Gainsborough and ShowerMax are designed and branded for proper(postnominal) markets. It is a good strategy to develop different products based on the company core technologies for specific target customers. ShowerMax is band specifically for developers.Elements of the Aquavalve technology are redesigned and re-branded for the Showe rMax employment line and optimized for developers specific needs. It is a inexpensive solution of high pressure shower with Aquavavle technology. Gainsborough is branded for DIY market and it is available in 70% of the approximately 3000 DIY outlets in the U.K. It is designed for associating Aqualisas premium brand with its discounted DIY channel.