Analysis †Aqualisa Quartz: Simply a Better Shower Essay

Aqualisa is a U.K. found exhibitor manufacturing Company. The Company has been very reputed in the U.K. merchandise for its top calibre shower stalls, reliability and great service. It had launched its premium brand Quartz in whitethorn 2001. The basic purpose behind launching this brand was to address the concerns of the consumers and the plumbers which perchance were non satisfied with the existing ingatherings in the market.Aqualisa has three products in shower market segments. This product addresses the issues of lower piss system coerce level and allowing for proper temperature condition for water. Generally speaking, due to legacy building designs, shower has low pressure and variable temperatures. Electric showers commands around 60% of the market (Aqua has 20% or so of electric shower market) and easier to install but are positioned awkwardly in bathrooms and does not solve the pressure problem.On flip side, they do not need separate heat water supply, rather he ats the water by itself. Also they are by far the cheapest among the three products with toll difference in the range of 200- 400 dollars. Mixer Shower Has cardinal products one with pump one with step up. Priced at 400- 700.It takes 2 days to install. They see Great reputation in the market. Power Share Awkwardly installed. they in 480 to 700 bell range. It has average prime(a) reputation. The lechatelierite shower solves the awkward deftness and long installation succession problems. It rear demise be installed in half(prenominal) a day, has easily configurable buttons to set temperature, and the installed box can be insert away in a closed space.However, it bells 850 -1100 which is higher than the cost of other showers in the market and hence it is perceive as a premium segment product. Because of this and as well as the reluctance of the plumbers to learn about the upstart product, Quartz has not been able to fulfil its expected gross sales. It was able to p rogress to the sales of only 15 units a day. Going with the current sales of Quartz shower of 15 units a day, the Company could probably bump the amount spent on its research and development with a time period of 3-4 years. If the Company could tug the sales of the product to at least(prenominal) 50 units a day it will be able to achieve a break even within the next ii years. abridgmentPorters five forces1)Supplier magnate As seen in the upshot of Aqualisa, the supplier has almost no say. The market is completely customer driven. 2)Buyer power In case of the shower industry, there are three customers. They are the plumbers, the property developers and the consumers. The plumbers here had the maximum bargaining power as they were gnarly in 73% of times in selecting a suitable shower. single 17% of the times the consumers selected the shower alone without the consultation of the plumber. Hence the plumbers were the diagnose customers. 3)Threat of stark naked entry The shower industry has been a growing industry. wholly 60% of the U.K homes had showers and hence there were a lot of chances that new companies can come in the market to tap the huge market. This would reduce the market parcel of Aqualisa.4)Threat Of substitution Only 60 % of UK homes have a shower in spite of a bathtub being correspond in all homes. People are reluctant to buy showers because of the problems of fluctuations in water pressure and temperature. The aqualisa showers overcomes these problems however, if the perception about the showers are not changed in the minds of the people, the may still be reluctant and not use showers 5)Competitive rivalry in that location are more than 9 rival brands to Aqualisa in the UK market. The market has been captured by Triton which captures about 30% of the UK shower market. However, Aqualisa has a superior engine room which in still not available with any of the rival companies.Strengths1)Aqualisa was perceived as a high quality shower ma nufacturing company in UK.This was due to the superior products which Aqualisa used to sell. 2)They had very high innovation in technology. The Quartz was an example of high technological innovation of Aqualisa which was not present in any other shower making company. 3)The brand go through of Aqualisa was very good because of its high quality and innovations. 4)The market share of Aqualisa was also quite high in the UK market. It captured 18% of the total market share and was third largest selling brand in UK.Weakness1)Aqualisa was perceived as an expensive brand. As a result of which the sales were less in the lower segments of the market. 2)The service of Aqualisa though perceived as high quality was actually degrading and about 10% of the products had defects in them. 3)Because of the high R&D cost involved in bringing innovative product in the market, the products were passing priced.Opportunities1)With a strong R&D already present in Aqualisa, the company could innovate furt her and bring out technologically advanced low cost, low weight and a highly reliable product. 2)With its shower having very less fluctuations in water pressure and temperature, the products could have very high demand in the UK market if marketed properly.Threats1)The briny customers for the showers were the plumbers as the end consumer were very heavily dependent on the plumbers. close of the times, the choice of the consumer was influenced by the plumber. However, the plumbers were usually reluctant to use a new product as they were used to working with the existing product and did not want to learn anything new. This could lead to very low sales of the pertly launched Aqualisa Quartz showers. 2)Aqualisa was clear differentiator from the market because of its superior technology and innovations. only when the rival companies were also soon catching up and within two years time could match up with Aqualisas superior products.The 4 Ps of marketingProductThe current quartz produc ts of Aqualisa ,quartz measuring and Quartz Pumped can be produced to capture the Premium end market . In addition to that a we propose to produce a cut down quartz product lined say Shower gunk Lite that could be marketed under the ShowerMax brand to cater to the need from the developers. Similarly a close to differentiate quartz shower product Say Quartz hands-down and Quartz Easy pumped could be introduced under the brand name Gainborough to fulfill the needs of the DO-IT-YourselfCustomer group PlaceThe Aqualisa quartz products such as Quartz Standard and Quartz Pumped should be marketed should be marketed only through Showroom and Trade shops to maintain its position as premium brand. The quartz product under the Shower Max Brand (ShowerMax lite) should be change only through Specialist ignore oulets to supply developers. Quartz Easy marketed under the brand Gainborough should be sold through DIY sheds.PriceThe Aqualisa is a premium brand so we bound the price as Planned but we have to sell Shower Max quartz product at much lower price since the developers are price sensitive and we have to slightly decrease to promote it among DYI group.