Aqualisa Quartz Case Study

1. Customer analysis (segmentation, characteristics; defined as those who do not re-sell; so treat the plumber as a channel not as a customer)

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b- Channel analysis (products sold, primary customers, channel characteristics)

➔Trade shops:

• Usually they sell of all available brands
• Their primary customers are plumbers
• They stock according to the demand product, their customers focus on reliable products
• Their staff does not have the time to learn features and benefits of all 45000 items they sell
• Aqualiza brand is available in 40% of the trade shops in UK

➔Showrooms:

• They sell high end products, their hire consultant to help customers in equating a complete bathroom solution.
• They offer a very pleasant environment to customers to view the product
• They do not hold inventory, then also offer installing services through sub-contracting
• Aqualiza brand is available in 25% of showrooms in UK

➔DIY sheds:

• They offer discounted ‘mass market’ and do it-yourself product
• The major product they offer is electric shower and they are cheap and easier to install
• Aqualiza brand is available in Diy sheds, gainsbro brand is available in 70% of the UK market.

➔Plumbers:

• There are 10,000 master plumbers in UK
• They take several years of training and after 3 years of apprentice they become master plumbers
• There is shortage of master plumbers in UK market and customers have to wait 6 months before a plumber take the job.
• A plumber on average installed 42 to 50 a year
• They charge 42 to 90 euros per hour + cost of excavation and material
• They are loyal to a single brand and they do not like innovation

C-Competitor analysis

1. Triton is the biggest brand in the market on the basis of output and captures about 30% of the market share.
2. Triton, Mira and Aqualisa captured about 70% of the market shares in terms of overall products.
3. Triton also enjoys a significant market share in electric showers market where it occupies 44% of the market share.
4. Aqualisa and Gainsborough market is the third market share with 18%

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D-Company & Context (market environment) analysis (the Aqualisa company and the nature of the market)

Company SWOT analysis:

➔Strengths:

-Aqualiza is a company focusing in research and development

-Aqualiza have strong reputation in UK shower market

-Premium brand is considered as a top-quality shower.

-Their launched the quartz shower valve which is a significant product innovation in the UK shower marker, at least 5 years a head from their competitors