Market Analysis, Case Study, solution
Shower buyers fall in three pricing segments: premium, standard and value. First, premium segment is conducted of people who mainly shop in showrooms. Their focus is on great service and high performance. Second segment is called standard. Customers in this segment rely on plumber recommendation and emphasize performance and service. Value segment conducts mainly customers who are primarily concerned with convenience and price. Thus, they like to avoid excavation and also tend to rely on independent plumber in selecting a product. Value segment falls in with DIY market, where people tend to buy in large retail shops, interested mainly in inexpensive models that are easy to install and they are also strongly price sensitive.
Channel
Main three channels of distribution are Trade shops, Showrooms and DIY Sheds.
It is evident that Do-it-Yourself Sheds are dominant in sales for Electric Showers (550.000 units) , which are cheap and easy to install and designed for mass-market. Followed by Mixer Showers (80.000 units) and Power Showers (20.000 units). This represents buyers of lower pricing segment.
Showrooms tend to be for more high end products and customers with higher income. Here the best selling products are Mixer Showers (70.000 units), followed by Electric Showers (55.000 units) and Power Showers (20.000 units).
Trade Shops are places most applicable for plumbers, where reliable product availability is more important then technical advice. Mixer Showers are here also the best selling product (440.000 units), followed by Electric Showers (330.000 units) and Power Showers (110.000 units).
Competition
UK Marketshare Data shows us that UK has five players which sell more then 100.000 units per year (data for year 2000) on the showers market. These are: Triton (545.500 units), Mira (390.000 units), Ganiesborough (203.500 units), Aqualisa (122.000 units) and Masco (120.000 units). If we focus on Electric Showers, Gainesborough (Aqualisa brand) is with 180.000 number of units sold on the 2nd place, behind Triton (479.000 units). In Mixer Showers category, Aqualisa is also second with 94.000 units (behind brand Mira with 200.000 units sold in year 2000).
Company & market environment
UK shower market had (has?) a big potential, since only 60 percent haven’t had a shower. Many homes still had archaic, gravity based plumbing and cold water tank or cistern on the roof. Separate boiler and cylinder were needed to store hot water in a nearby airing cupboard. Sound like a good opportunity.
Aqualisa’s reputation was always strong in UK.
How to Cite this Page
MLA Citation:
"Aqualisa Quartz: Simply A Better Shower." 123HelpMe.com. 29 Aug 2017
<http://www.123HelpMe.com/view.asp?id=163685>.
| Title | Length | Color Rating | |
|---|---|---|---|
| Aqualisa Target Market Essay - Aqualisa target market For Aqualisa’s Quartz shower system to become more profitable and accepted in the United Kingdom’s, stagnant, unimaginative, shower market, Rawlinson needs to work to educate all potential consumers on the features and benefits of the Quartz shower system. More importantly, to gain that market share needed to make the Quartz system successful, Rawlinson needs to focus the Quartz marketing efforts on the do-it-yourselfers, and the plumbers. These markets are the areas that this new product and technology would have the most direct effect on, they will be the installers of the product, and in most cases the decision makers on where the system will be installed.... [tags: Business Analysis] | 972 words (2.8 pages) | Strong Essays | [preview] |
| Aqualisa Essay - Problem Statement Aqualisa launched the most significant shower innovation in recent British history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Now, the company is faced with some key issues about whether to change the channel strategy, promotional strategy, and the overall positioning of the product (niche or mainstream product) in the context of his existing product line.... [tags: Business Analysis Strategy] | 1877 words (5.4 pages) | Strong Essays | [preview] |
| Aqualisa Quartz Essay - Aqualisa Quartz What is the Quartz value proposition to Plumbers and to the Consumers. The value proposition to the plumbers is the relative ease of installation that reduces the time by up to 1.5 days over a standard shower installation. The Quartz design allows for less repeat trips to fix problems at their own expense. Further, they can pass along the installation jobs to their apprentices.... [tags: Business Management Analysis Market] | 958 words (2.7 pages) | Better Essays | [preview] |
| Aqualisa Case Study Essay - Q1. Aqualisa launched the most significant shower innovation in recent British history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews. However, early sales of the Quartz have been disappointing. The company is faced with some key issues about whether to change the channel strategy, promotional strategy, and the overall positioning of the product (niche or a mainstream product) in the context of their existing product line.... [tags: Business, Case Study, solution] | 1301 words (3.7 pages) | Strong Essays | [preview] |
| Analysis of Shower Gel Advertisement Essay - Advertising is used in all aspects of everyday life, in magazines, newspapers, billboards, television and radio to mention but a few. They aim to show their product to be bigger, brighter and better than any other product on the market. Consequently advertisers use colour, text, images, language and layout to fight for the reader's attention, so that they can influence the viewer's opinion of their product and therefore persuade them to buy their product rather than any other. The advert I have chosen to analyze is the 'Original Source' shower gels advert.... [tags: advertising, advertising analysis, marketing] | 1979 words (5.7 pages) | Powerful Essays | [preview] |
| What's the Appropiate Menu for a Baby Shower? Essay - There's no special recipe for a baby shower food and drinks menu, usually depends on the audience and who is going to participate. Another aspect is when the baby shower taking place. Is it a warm afternoon, a lovely sunset or a light dinner. Based upon previous factors, here are some menu tips, sketching sophisticated healthy dishes appropiate for baby showers. Food When speaking about food think at the whole room full of guests. Are there only females. Or you can see some gentlemen, children maybe old relatives.... [tags: food and drinks celebrating a future birth] | 514 words (1.5 pages) | Good Essays | [preview] |
| Why Virginia is a Better Place to Live Essay - I was asked by my parents, to pick the state Missouri, or the state Virginia to move to because they got a job offer to the same corporation, and was going to get paid the same amount of income roll in either state. After my research, I came up with the state that I think would fit my family and me best. If I had to choose between Missouri or Virginia, I would choose Virginia because of many reasons. Virginia has better education, jobs, and economy. Virginia also has better activities, attractions, and culture.... [tags: better education, jobs, economy] :: 7 Works Cited | 1050 words (3 pages) | Strong Essays | [preview] |
| How to Select Bathroom Shower Faucets Essay example - When remodeling or building a new bathroom, you need to give some consideration to the type of bathroom shower faucet that you are going to use. There are a wide variety of bathroom shower faucets available to the homeowner and many times it is the small details that makes the difference between an average and stunning bathroom. Therefore, you will want to choose a shower faucet that has the right style and finish to complement your bathroom's décor. On your quest to find the perfect faucet, you will discover that there is a wide array of finishes on the bathroom shower faucets available to the home re-modeler.... [tags: Style, Finish, Company] :: 3 Works Cited | 487 words (1.4 pages) | Strong Essays | [preview] |
| Essay about Tips for Choosing Bathtub Shower Faucets - Today bathtub shower faucets offer more than just a high flowing stream of water. With their stylish accents, they provide a way to add to the value and beauty of your bathroom and increase its comfort in ways never before possible. There are a few tips that will help you in selecting a new faucet that not only delivers great performance but also enhances your home's décor. One factor to consider when selecting new bathtub shower faucets is how well the new faucet complements your existing bathroom décor.... [tags: Style, Mount] :: 3 Works Cited | 537 words (1.5 pages) | Good Essays | [preview] |
| bridal shower Essay - Schedule A shower usually lasts about 2 hours. Here is a "typical" schedule: • Greet guests - serve light appetizers • Have each guest introduce themselves and identify how they know the bride • Play 2-4 shower games. It is good to play games at the beginning as icebreakers. • Serve food or have guests help themselves to a buffet. • Give party favors to guests as they leave. Ultimate Memory Game!. contributed by Alyssa This one is a sure-fire hit. Tell your guests you're now having a memory game.... [tags: essays research papers] | 1267 words (3.6 pages) | Strong Essays | [preview] |
Related Searches
Quartz shower value (relative to consumers)
Comparing Quartz shower with pump and Aqualisa 609 mixer shower with pump, gives us a few main points.
Aqualisa 609 mixer shower with pump:
- Standard segment
- Retail price = 715 EUR (+ pump 475 EUR)= 1390 EUR
Pros, Cons:
+ High quality, reliable, state of the art technology
- excavating the bathroom wall (two day job), high price
Quartz shower with pump
- Premium segment
- Retail price = 1080 EUR
Pros, Cons:
+ Low price in comparison with Aqualisa 609, easy to install, small remote processor applicable anywhere, Excavation not necessary, efficient and reliable water pressure and temperature, “one touch” control button, automatic temperature control.
- None(?)
Quartz shower value (relative to plumbers)
Plumber is better off if installing Quartz shower. First thing we have to mention is that Quartz has a significant lower price and also installing is much easier, quicker and consequently cheaper. In this way plumbers can make the same work for cheaper price, which makes them more competitive.
Plumbers are known to be distrustful to innovation and consequently they are dedicated to one single brand. Persuading plumbers to use Quartz would mean that when these “converted” plumbers would see the simplicity of the product and started using Quartz. In this way Aqualisa would get dedicated customers.
For explaining and showing to the plumbers, the simplicity and economic value of the product, Aqualisa should strongly target them in Trade Shops presentations (In Trade Shops primary customers are plumbers), potential Newsletters, plumbers society, organizing seminars etc.
Who should Aqualisa target
In my opinion plumbers have the biggest potential for further sell of Quartz. They are for sure the one who influence the biggest group of people. Since plumbers are distrustful to innovation and are reluctant to switch brands, Aqualisa should put more effort in persuading plumbers to use Quartz shower. Once we achieve that, plumbers will stay with our product. This could be done in various ways. For sure, primary focus should be on Trade Shops, where plumbers are the most frequent guest. In Trade Shops they should offer various presentations emphasized on simplicity of installation, economic value and on time saving.
Another option would be finding addresses of all plumbers and sending them leaflet where shortly explaining the great benefits of Quartz shower and especially stress the time saving factor (and ability to do more and consequently to earn more). Leaflet would also include number for any question asked and also date of presentation in nearby (maybe only Trade Shops?) of their homes (this is questionable, because I imagine these plumbers don’t have a lot of time: but this could be also a reason to get their attention and attract them to come).
Comments
Post a Comment