Aqualisa Quartz
Aqualisa Quartz: Simplu a Better Shower
In May 2001 Aqualisa launched the new “Quartz” shower, a great innovation in the UK market. Quartz was great in terms of water pressure, ease of installation, use & design. But it wasn’t selling.
UK Shower Market
(Note: customer concerns “pressure, temperature, leakage, hard valves, worn-out” issues. 44% market of shower is from “replacement”)
Market split into 3 products
1. Electric Shower: bulky & poor pressure
“Gainsborough” brand
2. Mixer Shower Valve: excavate installation 2 days, stable temperature
“Aquavalve 609” brand
Top-seller 60000 units/yr, manufacture cost 155Euor & retail 750Euro
Pressure unit cost 600Euro extra
3. Integral Power Showers
“Aquastream Thermostatic” brand
20000 units/yr, manufacture cost 175Euro & retail 670Euro
Bulky & less reliable
Pricing Segment
1. Premiumsource in showroom for high performance, service, style
2. Standardsource thru plumber for performance, service
3. Valuesource thru plumber for convenience, price
DIY Segment
1. Hardware retail store distribution
2. Inexpensive & easy installation
3. Disregard ugly bulky design
Developer Segment
1. New infrastructure
2. Value reliable & stylish design
3. Price sensitive(plumbers install whatever developer decides to buy)
4. “ShowerMax” brand was offered to developers thru special contract outlets. “ShowerMax” is just a cut-down version of Aquavalve
Distribution Channel – 4 major channel
1. Trade Shops: plumber is primary customer, Aqualisa covers 40% share, lack product knowledge
2. Showrooms: high-end user is primary customer, Aqualisa covers 25% share, 2000 rooms in UK
3. DIY Sheds: covers cheap/mass end-user market of Electric showers. Aqualisa didn’t distribute here, instead its “Gainsborough” brand covers 70% share, 3000 DIY outlets in UK.
4. Plumbers: main influencer on end-user, 10000 masters in UK, highly in demand jobs are backed up 6 months. Plumbers value quality performance because installation problem means “free
In May 2001 Aqualisa launched the new “Quartz” shower, a great innovation in the UK market. Quartz was great in terms of water pressure, ease of installation, use & design. But it wasn’t selling.
UK Shower Market
(Note: customer concerns “pressure, temperature, leakage, hard valves, worn-out” issues. 44% market of shower is from “replacement”)
Market split into 3 products
1. Electric Shower: bulky & poor pressure
“Gainsborough” brand
2. Mixer Shower Valve: excavate installation 2 days, stable temperature
“Aquavalve 609” brand
Top-seller 60000 units/yr, manufacture cost 155Euor & retail 750Euro
Pressure unit cost 600Euro extra
3. Integral Power Showers
“Aquastream Thermostatic” brand
20000 units/yr, manufacture cost 175Euro & retail 670Euro
Bulky & less reliable
Pricing Segment
1. Premiumsource in showroom for high performance, service, style
2. Standardsource thru plumber for performance, service
3. Valuesource thru plumber for convenience, price
DIY Segment
1. Hardware retail store distribution
2. Inexpensive & easy installation
3. Disregard ugly bulky design
Developer Segment
1. New infrastructure
2. Value reliable & stylish design
3. Price sensitive(plumbers install whatever developer decides to buy)
4. “ShowerMax” brand was offered to developers thru special contract outlets. “ShowerMax” is just a cut-down version of Aquavalve
Distribution Channel – 4 major channel
1. Trade Shops: plumber is primary customer, Aqualisa covers 40% share, lack product knowledge
2. Showrooms: high-end user is primary customer, Aqualisa covers 25% share, 2000 rooms in UK
3. DIY Sheds: covers cheap/mass end-user market of Electric showers. Aqualisa didn’t distribute here, instead its “Gainsborough” brand covers 70% share, 3000 DIY outlets in UK.
4. Plumbers: main influencer on end-user, 10000 masters in UK, highly in demand jobs are backed up 6 months. Plumbers value quality performance because installation problem means “free