Aqualisa Quartz: Simply a Better Shower Case Memo

To:                Inese Eglite

From:                Karina Galicka

Date:                January 17, 2017

Subject:        Aqualisa Quartz case memo

Question 1: Why is the Quartz shower not selling?

The managing director of Aqualisa, Harry Rawlinson, have launched a shower with name Quartz. Despite of its features as safety, quality, ease and low cost of installation, and ease to use, as well as promotion on expos early sales have been disappointing.  Some reasons why sales have not boosted as expected related to promotional strategy, distribution channels, and positioning of the product. Moreover, the biggest issue is to reach plumbers feedback, as they are the key players in terms of being a reliable source for consumers when it comes to choose the product.

Key points out why sales on Quartz shower are not boosted:

1. Trade shops are focused on demand products, and they do not have time to learn all the benefits and features of product, even if is worth to
2. Showrooms offer overall bathroom “solution” projects where shower moght be one small part of project
3. Consumers within standard price range tend to rely on plumbers advice to choose proper product for them

Question 2: If you were Rowlison, which action plan you take to succeed with product sales?

As the main problem is plumber reliability, so main focus must be on them, as well including distributors to educate them and let them be knowledgeable about product they distribute. To do so, there might be several ways how to do it:

1. Organise training or boot camp for distributors and plumbers, where all benefits of the Quartz would be presented, as well as training how to install it (with showing how fast and ease it can be installed and used). Aqualise should invite plumbers and distributors from different UK regions, for the maximal market coverage. Such training will be helpful for plumbers to get over skepticism toward technological innovation within shower market (after some unsuccessful complicated technological innovations).
2. Organise campaign or as in nowadays Facebook campaign, with description of product and its benefits with visible pictures and/or videos of its features with possibility to win several of them (or at least one) or win a discount for its purchase. As people like to receive something free of charge as well as feel competitiveness with other people, it would be helpful to raise brand awareness as well as to raise interest in customer eyes.
3. Promote warranty possibility (as so known dormeo or activia do), that try out 14-30 days, and if the product is not for you, receive money back. As well as possible 6 months – 2 year return guaranty if there pops-up  any problem with installation or usage (electronics), such tactic would be helpful for people who are willing to try out some new shower option, but are afraid to invest much money? If they would be secure, that if something went wrong with installation and/or they didn’t liked the product, they can easily return product and receive cash back.

Best Regards,
Karina Galicka