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Case: Aqualisa Quartz: Simply a Better Shower
Questions –
1. What is the Quartz value proposition to plumbers? To consumers?
1) Value proposition of the Quartz to plumbers:
First, the Quartz is a shower that easy to install. The installation process is more
straightforward, plumbers can send their young apprentices to complete the entire job,
which definitely relieve the pressure of the significant shortage of master plumbers in U.K.
Second, the Quartz is a high quality product. It cause less breakdowns and problems for
plumbers
Third, the Quartz is more effective for installation that it only take half-day. In this way,
they are able to install more showers to make more money (See Exhibit 1).
2) Value proposition of the Quartz to consumers:
First, the Quartz shower provided consumers efficient and reliable water pressure and
temperature.
Second, because of the flexibility associated with locating the processor remotely,
excavation of the bathroom could often be avoided altogether.
Third, the fitting could be done in half a day, hence the consumers won’t have to wait for a
longer time for the plumbers to come and install it.
Fourth, since the installation time reduce and no excavation of the shower wall, the Quartz
is save some cost for the consumers, which makes it even cheaper than the Aquastyle (See
Exhibit 2).
2. Why is the Quartz shower not selling?
1) Overpriced. The Quartz shower was priced from €850 to €1080, much higher than other
brands of Aqualise (See Exhibit 3).
2) The Quartz was a breakthrough innovation, Rawlinson was reluctant to discount the
price. It stop the Quartz from marketing through DIY sheds and developers market.
3) The sales force of Aqualisa concentrated more on servicing the existing customers
rather than developing new ones. What’s more, they were unwilling to sell the Quartz
since they have to point out deficiencies in their existing products.
4) Plumbers were wary of innovation, particularly any innovation involving electronics.
But about 73% of costumers select type and brand of shower rely on plumbers’
suggestions (See Exhibit 4).
5) Consumers were generally uninformed about showers, and there was little
understanding of product options (see Exhibit 4). Brand awareness was low; only one
company in the market (Triton) had managed to build brand awareness at the consumer
level.
3. Aqualisa currently has three brands: Aqualisa, Gainsborough, and ShowerMax. What is
the rationale behind this multiple brand strategy?
1) Aqualisa delivers higher end, range of different types of electric, mixer, and power
showers; it available in 40% of trade shops and sold in 25% of showrooms; the 2nd in
