This document provides an overview of Aqualisa Quartz, a new shower system developed by Aqualisa. It introduces the UK shower market and issues with existing products. It then describes the Quartz concept, which aimed to solve installation problems and provide easy one-touch control. The 4Ps of Quartz are discussed along with a product level analysis, SWOT analysis, description of customer types, and the competitive landscape. The document notes that while Quartz had technical advantages, sales did not meet expectations due to issues with plumbers' distrust of innovation and the product being seen as overpriced. Several potential solutions are proposed, including targeting different customer groups like plumbers, developers, and DIY customers through various marketing strategies

1. Aqualisa Quartz
Simply A Better Shower
Akanksha Mohanty
Evelyn Joseph
Prashant Patro
Nandana S
Siddharth Modak
Taranpreet Kaur
13020841064
13020841075
13020841094
13020841085
13020841103
13020841113

2. Agenda
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Introduction to UK shower market and existing products
Introduction to Aqualisa
The Quartz Concept
4 P’S of Aqualisa Quartz
Product Level
SWOT Analysis
Customers
Competitive Landscape
The Problem
Possible Solutions
Value Creation
Recommendation

3. Introduction to UK Shower
market

4. • U.K. Shower market in late 1990s was plagued
with problems.
• Only 60% of U.K. homes had showers.
• Archaic plumbing was used most commonly
which had a cold water tank on the roof, a
separate boiler and cylinder to store hot
water.
• Problems:
• Low pressure
• Fluctuations in temperature

5. Types of Showers
Electric Showers
• Electrical
components
mounted in bulky
box.
• Introduced under
the name
‘Gainsborough’.
• Used cold water.
Mixer Shower
valves
Integral power
showers
• Manual and
Thermostatic
• Blended both hot
and cold water to
set temperature.
• Additional
booster pump
required to
enhance the flow
rate.
• Single compact
unit.
• Less reliable than
Mixer Shower
valves.
• Results in a bulky
box on the wall.

6. Why People Disliked Showers
Poor pressure
Varying
Temperature
Showers often
broke down
Brand
Awareness
very low

7. Introduction to Aqualisa

8. Introduction
• Founded in 1977
• Head office in Westerham, Kent
• Aqualisa was ranked at #2 in mixing
valves and #3 in the overall UK
shower market
• Had 25% net returns on sales
• 5% to 10% growth rate

9. Aqualisa’s Products

10. Channels of Distribution
TRADE SHOPS
SHOWROOMS
• Carried products of all
brands.
• High-end products.
• Primary CustomerPlumbers
• Showroom consultants
helped their
customers choose a
product.
• Plumbers worked for
developers,
showrooms,
contractors or directly
to customers.
• No inventory was held
in the location.
• Aqualisa was available
in 40% of the trade
shops.
• Aqualisa brand was
sold in 25% of
showrooms in UK.
• They also offered
installation services.
DIY SHEDS
• Offered discounts,
mass market, do it
yourself products
• Electric showers led
sales in this channel as
they were cheaper
and easier to retrofit.
• Aqualisa was
unavailable but its
Gainsborough brand
was available in 70%
of the DIY outlets in
UK.

11. UK Shower Market By Installation
Method(mixer Showers Only)
20%
By Independent
Plumber
6%
54%
20%
Developer
installation
By Showroom
Commercial
installation

12. UK Shower Market, by Product Type
and Channel (Total units sold, 2000)

13. The Quartz Concept
• In late 90’s – Aqualisa started new project –
innovative shower.
• Started by asking plumber – used their
comments - develop new design.
• 3 years of R n D – solved all installation
problem.
• Asked consumers – used their comments –
develop a digital shower – easy to understand.
• Gave a sophisticated look – convenience for
older people, children, plumbers.

14. The Quartz Technology
Blended Water
Valve and Control
Valve
Control
Cold Water Hot Water

15. Easy to Fit
Sophisticated Look

16. Quartz Versions:
→ The Quartz Standard Shower
→ The Quartz Pumped Shower
Benefits:
→ The plumber had to identify a physical space to
accommodate the remote processor
→ The processor contained the thermostatic mixing valve
and pump
→ The device could be mounted horizontally, vertically or
on its side, depending on space constraints
→Installation time of half a day
→ Straightforward installation process
→ Provided efficient and reliable water pressure
→ Temperature – “one touch” Control
→ Only single hole in the roof needed

17. 4Ps of Aqualisa Quartz
PRODUCT
PLACE
 Quartz was very superior to the
electric showers being offered.
 Provided efficient & reliable
water pressure.
 One touch control
 Automatic temperature control.
 Easier installation.
 Two models :

Quartz
standard
(not
requiring a pump to boost water
pressure)

Quartz premium (including
the pump).
 Aqualisa offered its products
through a wide range of
distribution channels:
1.
2.
3.
Trade shops
Showrooms
DIY Sheds

18. 4Ps of Aqualisa Quartz (contd.)
PRICE
PROMOTION
 Priced higher.
 The additional features in the
shower justify the premium
charged.
 Sales force spends 90% of the
time servicing existing customers.
 They contacted the plumbers face
to face to introduce the product.
 Print advertisement campaign.

19. Product Level
Potential Product
Augmented Product
Expected Product
• Body Jet
• One Touch Control
• Automatic temperature control
• Slave remote control
• Easy Installation
• Efficient & Reliable Water Pressure
• No temperature fluctuations
Basic Product
• Electronic Shower
Core Product
• Shower

20. SWOT Analysis

21. S
•Safer & Easier for users
•Better water pressure and temperature control
•One touch control with light indicator
•Easy to install
•Day and half installation time saving per install
•Nine patents on Aqualisa Quartz design
•Strong brand recognition
•High quality product: strong engineering
W
•Unfamiliar product to plumbers
•Stigma of past failures with electronic showers
•Bad recent customer service reputation
•Sales force focused on servicing existing account
•Poor distribution channel

22. O
•40% of UK homes did not have shower
•Current shower systems are bulky
•Excavating required for current models
•Bad water pressure in showers
•Fluctuating temperature in current shower model
•Much manual adjustment required
•Targeting plumbers, who influence 73% of end consumers
T
•Competition catching-up on quality and technology
•Quartz was perceived as too expensive
•Plumbers distrust innovation and are brand loyal
•Dependency of consumer to the plumbers
•Cannibalization of existing shower product models

23. Customers
Premium
• Shopped in the showrooms
• Expected high performance and service
• Preferred stylish products
Standard
• Emphasized performance and service
• Relied on plumbers to select a product for them
Value
• Concerned with convenience an price
• Avoid solutions involving excavations
• Relied on plumbers to select a product

24. Developers
• Preferred reliable nice looking products that could work in
multiple settings
• Price sensitive
• Had relationships with individual plumbers
Do-It-Yourself
• Interested in models that were easy to install
• The products were usually cheap, bulky and unattractive
• Electric showers were the preferred choice in this segment
because they could be adapted to all water systems and
could be installed in a day

25. Different Needs Of Customers
•
•
•
•
•
•
Consistent and high pressure
Stable temperature
Endurance
Ease of use
Ease of installation
Visibly pleasing

26. Competitive
Landscape

28. Market
Share
Electric Shower
Power Shower
Quality
Mixer Shower

29. • The Aqualisa Quartz was a new and innovative
product
• The Quartz should have been of interest to
plumbers as the shower system took less time
and less costly to install
• Aqualisa had a strong reputation regarding its
service and the quality of its showers
• Most customers relied on their plumbers to
choose their showers
• 40% of UK homes did not have showers

30. • Aqualisa was poorly distributed, with only 40%
of trade shops, 25% of showrooms and nonexistent in the DIY category
• The company was focussed on keeping
existing accounts instead of seeking new
customers
• Aqualisa was still a relatively small company
when compared to bigger players like Triton
• 10% of Aqualisa products malfunctioned

31. The Problem
• Aqualisa Quartz sales did not meet expectations
• The competition was expected to match the Quartz’ advanced
technology within a couple of years.
• Triton was the only company with an established brand awareness.
• Plumbers distrusted innovation and were brand-loyal
• Aqualisa Quartz was viewed and perceived as overpriced
• A shift in marketing strategy was required to generate sales
momentum

32. Possible Solutions
Target
Customers
Directly
Target
Trade
Shops &
Plumbers
Target DoItYourselfers
Target
Developers

33. Target Customers Directly
Pros
• Target end-users directly to create a powerful customer brand
• This would enable them to compete better against Triton
Cons
• Not a cost effective strategy for Aqualisa
• Must be consistent to be effective
Target Do-It-Yourselfers
Pros
• Gainsborough already successful in this category and Aqualisa could take
advantage of its channels of distributions
• DIY may be willing to pay a premium because of its ease of installation
Cons
• Expensive consumer advertising
• Potential cannibalization

34. Target Trade Shops & Plumbers
Pros
• Plumbers had direct contact with final consumers, had strong influence
over purchase decision and made 54% of the market
• Trade shops represented 46.7% of the UK shower market
Cons
• Plumbers were wary of innovative and unfamiliar products, it would take
time to sway them
• Trade shops stocked many other more popular brands
Target Developers
Pros
• Developers simplified sales for Aqualisa due to large volumes and low cost
• Plumbers would eventually be familiarized with the product
Cons
• Going through developers would mean it would take longer for Aqualisa to
reach customers, as developers were only 15% of the market
• Premium price would be make Aqualisa a tough sell

35. Value Creation
•
•
•
•
•
Superiority of the brand- Large market share
Outstanding performance, elegant design
Easier to install- simplicity
No risk of after sales problems
Easy and safe to use – Simple(one touch control) and
can be used by all family members
• Great economic benefits

36. Value Creation for Customers
Easy to use:
by all family
members
and simplicity
Easy to install:
simplicity and
low costs
involved
Looks- sense
of prestige
and elegance
ECONOMIC BENEFITS
Endurance:
low
maintenace
costs

37. Value Creation for Plumbers
Easy to install:
Low Cost &
Simplicity
ECONOMY
Loyal : Trust
BELONGING
No
Innovation:
Simplicity
ACCOMPLISHMENT

38. Value Creation for Developers
Installation:
time saving
& low cost
Price
Sensitive:
Low cost
Reliability:
Low cost
ECONOMY
Design: Sold
out

39. Recommendations
• Expand distribution on showrooms
• Educate plumbers:
– Identify and educate plumbers regarding the new
innovation and usability of the products.
– Help in forming a plumbing community which will
increase the loyalty factor in the product
• Developers:
– Reach out to high end customers, make contracts and
provide incentives
• Invest in consumer campaigns:
– Awareness about the simplicity of the products and
thereby improve the brand.

40. Thank You