Aqualisa Quartz:

Simply a better shower

Group D14
Akhil Mangla (19307)
Anurag Singh Tomar (19316)
Piyush Arya (19345)
Rajat Kumar Saha (19351)
Shubhankar Sharma (19361)
Pranjal Prasoon (19301)
SITUATION ANALYSIS

▪ Aqualisa has launched the Quartz shower in the UK shower

market
▪ It is technologically better than the competition and has better
water pressure, design and ease of installation and use.
▪ The UK shower market is divided into three product segments:
electric showers, mixer shower valves, integral power showers.
▪ Aqualisa has presence in all three segments (with different
brands) and has positioned itself as a premium brand with top
quality showers and great service
▪ However, in spite of the technological superiority of the Quartz
2
shower, its sales has been underwhelming , having sold very few
showers in the first four months of launch
 What consumers look for in decision making?

Product
Water pressure
Less fluctuation in temperature
Easy to install
Durability (less replacement)

Place Price
Trade Shops
Premium, Standard and
Showrooms Marketing Mix Value segments (details
DIY sheds
on next slide)
Plumbers

Promotion
Network of plumbers
Contractors
Distributors
PLUMBERS: Opinion Leaders

▪ The shower buyers in UK primarily fell in three price segments

1. Premium : These consumers mainly shopped in showrooms, took

high performance for granted and it was style that ultimately
determined their choice
2. Standard: In this segment, buyers emphasised on performance and
service, relying mainly on plumbers to make their choice.
3. Value: This segment focused on the convenience of the shower and
its price

Plumbers acted as opinion leaders in the standard and value segment.

In both the segments, the plumbers either directly selected the product
for the consumer, or they gave a recommendation that buyer relied on. 4
(Plumbers also influence, advice or select the brand in 73% of mixer
shower selection)
PLUMBERS: Early Adopters

▪ Plumbers are the first point of contact for consumers of standard and
value segments
▪ They are also responsible for installing and servicing the showers
▪ Since plumbers will only recommend a product they are comfortable
vouching for, they need to work on it before they recommend it to the
buyer. It is important to note that plumbers are wary of product
innovation and electronics
▪ PLUMBERS DO NOT SHOW SIGNS OF EARLY ADOPTION: Plumbers do not
try the product on their own. Even face-to-face introduction of Quartz to
the network of plumbers had resulted in few sales. Instances have been
quoted where the plumber was impressed by the product only after he
5
had installed it.
TARGETING PLUMBERS
ADVANTAGES
▪ Plumbers provide the perfect market entry
point for two of the three consumer
segments of the shower market
▪ The advantages of Quartz like easy
installation and ease of use fit right into the
pain points of plumbers. By reducing the
installation time from 2 days to half a day,
plumbers would be naturally inclined to
recommend Quartz
▪ Targeting plumbers could result in
immediate sales and would keep the brand
image intact
DISADVANTAGES
▪ Plumbers are vey conservative in
nature and are wary of product
innovation
▪ Convincing plumber would take a lot
of effort and the adoption process
would be long
▪ Plumbers may have a conflict of
interest as many of them already
prefer the Aquavalve (This conflict
lies with the Aqualisa as well)
6