Aqualisa Quartz
Autor: sibihetedlack • August 28, 2016 • Case Study • 586 Words (3 Pages) • 887 Views
Decision Sheet (Aqualisa Quartz)
Aqualisa, a UK based shower manufacturing company, has launched a premium brand ‘Quartz’, which it claims is a breakthrough in shower technology.
What is Quartz Value Proposition to Plumbers & Consumers?
Plumbers: Plumbers distrusted innovation because of poor past experiences. They tended to stick to one brand and become experts in installing that particular brand, which usually took about 2 days. Quartz was not just end-user friendly but also addressed the issues faced by plumbers. It made the installation extremely easy and half a day task. It also didn’t require plumbers to carry out the painstaking job of excavating the walls.
Consumers: Consumers wanted a shower that looked great, delivered goo pressure and stable temperatures, was easy-to-use, and didn’t break down or require servicing. Also, they didn’t want the big bulky boxes in their bathrooms. Quartz satisfied all of the above needs of the consumers.
Why is Quartz shower not selling?
It faced stiff resistance from plumbers as they were wary of innovation. Also, since most plumbers quoted a lump sum price for shower installation (which included the cost of shower), the consumers were unaware of the shower prices in the market. Hence, they would have been reluctant to buy a premium product and thus jack up their prices. The plumbers were not adequately made aware of the potential cost benefits from installing Quartz (i.e. reduced installation time from 2 days to ½ a day, less maintenance costs, etc.).
The sales force of Aqualisa concentrated more on servicing the existing customers rather than focusing on the new ones. It was essential for them to expand the consumer base by explaining them of the easy-installation and low maintenance features of Quartz.
Aqualisa was sold in only about 500 showrooms out of 2000 showrooms in UK. This reflects poor market penetration. Being a premium product, Quartz was priced very high compared to other brands in the market and it was essential for the brand to be present in the showrooms, which attracted the premium consumers.
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