Marketing ManagementAqualisa Quartz AssignmentRead the case study from Harvard Business School on...

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Marketing ManagementAqualisa Quartz AssignmentRead the case study from Harvard Business School on Aqualisa Quartz: Simply a Better Shower. Share your thoughts on…	What is the value proposition to plumbers? To consumers?	Why is it not selling?	What should Rawlinson do to generate sales momentum for the Quartz shower product? Change the strategy to target customers directly, target the DIY market or target developers? Should he lower the price of the Quartz? Or something different altogether?	Aqualisa currently has three brands: Aqualisa, Gainsborough and ShowerMax, What is the rationale behind the multiple brand strategy? Does it make sense?	Pay attention to how the showers in Great Britain are purchased and who influences the buying decision.		What would stop a homeowner from trying out a new product that promises to be superior?		Also, note some realities. People wanted to adjust the shower to something less than the maximum temperature, but want it to be capable of reaching a higher temp. Same with the pressure.		What does that tell you about the difference between research and market testing?		Aqualisa spent three years and €5.8 million developing the Quartz. Is the product worth the investment? Is it a niche product or a mainstream product?The first few questions are designed to get you thinking in terms of defining the problem. The last question will require some brainpower. For example, I expect some analysis of the total possible market for the Quartz shower. It is the only way you can begin to evaluate the development costs.			Document Preview:				Marketing Management  Aqualisa Quartz Assignment  Read the case study from Harvard Business School on Aqualisa Quartz: Simply a Better Shower.  Share your thoughts on…  What is the value proposition to plumbers? To consumers? Why is it not selling? What should Rawlinson do to generate sales momentum for the Quartz shower product? Change the strategy to target customers directly, target the DIY market or target developers?  Should he lower the price of the Quartz?  Or something different altogether? Aqualisa currently has three brands: Aqualisa, Gainsborough and ShowerMax, What is the rationale behind the multiple brand strategy?  Does it make sense? Pay attention to how the showers in Great Britain are purchased and who influences the buying decision.  What would stop a homeowner from trying out a new product that promises to be superior? Also, note some realities.  People wanted to adjust the shower to something less than the maximum temperature, but want it to be capable of reaching a higher temp.  Same with the pressure.  What does that tell you about the difference between research and market testing? Aqualisa spent three years and €5.8 million developing the Quartz.  Is the product worth the investment?  Is it a niche product or a mainstream product?  The first few questions are designed to get you thinking in terms of defining the problem.  The last question will require some brainpower.  For example, I expect some analysis of the total possible market for the Quartz shower.  It is the only way you can begin to evaluate the development costs.

Robert · Accepted Answer

Marketing Management
Running Head: AQUALISA QUARTZ                  1
Aqualisa Quartz Assignment 
Student’s Name 
Instructor’s Name 
Course Title 
Date Submitted
Aqualisa Quartz 2
 What is the value proposition to plumbers? To consumers? 
Value proposition to plumbers: 
 It is very easy to install 'push fit connect you have done 
 Much profitable   
 Half day work (i.e. twenty five percent of the earlier time), apprentices may do 
work also  
 Opportunity towards installing more & capturing few of the historical 
 On the average, plumbers do 40 - 50 year (often 2 day job) however often without 
diminishing the profit, would be able of doing many more. 
Value proposition to consumers: 
 Efficient as well as reliable water pressure & temperature 
 Single touch control having red light indicator 
 More easier for installing for the DIY sector
 Why is it not selling? 
It is not selling because: 
 Reluctance of plumbers towards switching; majorly because of the stigma about 
other innovative opportunities, which failed or needed repairs, affecting the 
customers 
 Probably overpriced 
 Actually just gaining traction in showrooms, concern of the cannibalism (as well 
as bringing down the value) of rest of the products 
Aqualisa Quartz 3
 What should Rawlinson do to generate sales momentum for the Quartz 
shower product? Change the strategy to target customers directly, target the 
DIY market or target developers?  Should he lower the price of the Quartz?  
Or something different altogether? 
Targeting correct market has been crucial for solving the problem. With that in 
mind, there have been following alternative marketing strategies: 
 1st option has been to target customer directly. This has been the higher risk 
option. Initially, this needs the higher advertising budget (3 to 4 millions). 
Second, even if we may convince customers.  
 2nd option has been to target plumbers. Presently, it influences seventy three 
percent of all the shower purchases. Challenge here has been that they have been 
often skeptical of the electronic showers & fear, which un-familiar products can 
cause the unknown performance problems.

Marketing Management Aqualisa Quartz Assignment Read the case study from Harvard Business School on Aqualisa Quartz: Simply a Better Shower. Share your thoughts on… What is the value proposition to...

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