Aqualisa Quartz

1. 1. Aqualisa Quartzsimply a better shower Lukman Kresno O. 29110394 Yohanes De Deo Tedo
29110399 Anggi Fitrining Tyas 29110400 Ronaldo Bagus Putra 29110404 Wisnumurti
Rahardjo 29110412
2. 2. Aqualisa innovate abreakthrough product(Quartz) to the marketbut it was unsuccessfulin
the market becauseof Plumbers ElectronicSyndrome.
3. 3. The U.K. Shower Market Electric Showers heating elements instantaneously heated the
water to the required temperature, eliminating the need for a boiler to store hot water.
convenient for small bathrooms, the electrical components were usually mounted in a bulky
white box that was visible in the shower stall. did nothing to address the poor water flow of
many showers in U.K. homes, sold mostly under a separate brand name, the Gainsborough
brand.
4. 4. Valves came in two types : thermostatic controlled temperature automatically manual
manually find the right temperatureInstalling a mixer valve meant excavating the
bathroom wall.Add booster pump to boost water pressure (cost 350 to 600)Core Product:
Aquavalve609 (thermostatic); Cost : 155 Price : 675 to 750 Sales: 60,000 units per year;
Image : high-quality and reliable Mixer Shower Valves
5. 5. Combine a thermostatic mixer valve and booster pumpBulky box on the wallCore
Product: Aquastream (thermostatic); Cost : 175 Price : 670 Sales: 20,000 units per
yearAqualisas strongest selling shower in the power shower technology Integral Power
Showers
6. 6. Pricing Segment Premium Segment Consumer :- Shopped in showrooms- Granted high
performance and service- Style determined selection Standard price Segment : - Emphasize
performance and service - Product selection rely on plumberValue Segment :- Concern with
convenience and price- Avoid solutions that required any excavation- Product selection rely on
plumber- Concerned with convenience and price Do-it-yourselfers Segment : - Shopped at
large retail outlets - Interested in inexpensive models that were easy to install, even though
bulky and unattractive - Overwhelming choice : Electric showers - Popular among landlords
& apartment dwellers
7. 7. Product & Price
8. 8. Distribution DIY / ValueGainsborough DIY sheds buyers Distributor Showrooms Premium
Buyers 609, Quartz Standard / Trade shops Plumbers Value buyers New HomeShower Max
Developers Buyers
9. 9. U.K. Market Share Data Chart Title Triton Mira Gainsborough Aqualisa Masco Ideal
Standard Heatrae Sadia Bristan Grohe Hansgrohe Others 1%1% 1% 15% 2% 30% 3% 7% 7%
11% 22%
10. 10. Sales Replacement The principle reason for Shower consumer to install a shower is to
10% New penetration replace the old shower into new ones (44% of customers) 15% 44%
commercial There are only 6% of consumer6% New Build who has a commercial purpose in
25% installing a shower Second Sgower
11. 11. The Quartz Shower Valve

12. 12. The are 2 versions: The Quartz Standard Shower The Quartz Pumped Shower To install
the Quartz shower: the plumber had to identify a physical space to accommodate the remote
processor The processor contained the thermostatic mixing valve and pump The device
could be mounted horizontally, vertically, or on its side, depending on space constraints With
Quartz technology: Installation time of a half-day Plumbers were finding that the install
was so straightforward The Quartz shower provided efficient and reliable water pressure and
temperature one touch control the temperature control is automatic
13. 13. Quartz Value Proposition VALUE Easy to install More profitable able to do more
installation PLUMBERS Take 0.5 day to install which is only 25% of previous times Even
apprentice can do the installation Efficient and reliable water pressure and temperature Safe to
use for kids and elder people CONSUMERS One touch control with red light indicator Much
easier to install for DIY sector Excellent design and aesthetics, which increases ownership
pride
14. 14. Cost and Benefit Individual Developers Plumbers Premium DIY Price Sensitive Dont like
&Standard innovationCO Low brand Change premium Small market Costly toS awareness
brand perception convertT Independent of Large market Largest marketB plumber shareE
influenceNE Influence plumberF Premium brand Cheaper StrongI recognition influence toT
customer
15. 15. PROBLEMHIGH INNOVATION & TECHNOLOGY butLOW IN SALESRawlinson
should choose appropriatemarketing strategy to overcome theproblem. The choice are :Targeting customer directly- Targeting developers- Targeting DIY
16. 16. MARKET ANALYSIS
17. 17. CompanyCompetitor Customer 5C Context Collaborator
18. 18. COMPANY UK shower manufacture Have breakthrough in shower technology by
producing The Quartz Have strong reputation in UK shower market. Producing premium
product in shower market.
19. 19. Organizational ChartAqualisa using the working divisions/departmentbased. Consist of:
Marketing & Sales, Finance,Technical, and Operations.
20. 20. Customer Collaborator Context In UK, everyone Individuals Outlet had a DIY
Developers bathtub, only 60% had showers. Developers Trade shops It is rare an
Plumbers Showrooms innovation in shower Distributors production.
21. 21. UK Market Share Data : Units Sold (2000) Total Unit Sold by Brand Triton Mira
Gainsborough Aqualisa Masco Ideal Standard Heatrae Sadia Bristan Grohe Hansgrohe Others
1% 1% 15%2% 1% 30% 3% 7% Triton has the biggest market 7% share (30%). 22%
Aqualisa and Gainsborough 11% market share is the 3rd largest (18%). For the Electric
Showers product, Aqualisa and Gainsborough has 2nd biggest market share (16.9%) .
22. 22. Product Price Place / Distribution PromotionShowers with Various Premium Trade Shop
Advertisementcategories. Standard Distributor (ex. Brochure)Type of Shower : Middle-Low
Showrooms Web- Electric Shower DIY Outlets- Mixer Shower- Power Shower
23. 23. Segmenting UK Niche Market ShowerTargeting Direct consumer DIY market
DevelopersPositioning Leading in shower technology that have top quality shower in
premium brand and also give great services

24. 24. Strength Weakness Strong reputation in the UK Low sale in Trade shop and shower
market. Showrooms. High Market share Expensive brands image High Quality Product
10% of Aqualisa is defected. Easy to install Lacked the ability to relate to end High
innovation in technology users. SWOT Opportunity Threat Typically low pressure and
Plumbers loyal to single brand and fluctuations in temperature of UK distrusted innovation.
shower valves. Other companies were catching up to High demand of UK market Aqualisa
product quality. Rare real breakthrough in the shower Dependency of Consumer to the
market. plumbers.
25. 25. Quartz stand for Premium segment with price 850 and 1,080. Quartz standard and
pump provide the biggest margin than other models.
26. 26. Behavioral Analysis
27. 27. Consumers Consumer doesnt like!Poor PressureVarying Temperature little
understanding of product optionsShower broke down or went wrong hard-to-turn valves,
leaky seals, and worn-out Brand awareness was low;showers. Because of that, almost half the
U.K.shower market consisted of sales of replacement Prices to consumers usually
lumpshowers. sums and unaware how costs broke downConsumers were generally
uninformed about (labor, material, excavation, etc).showers.
28. 28. Developer Most developers did not worry about pressure problems because new homes
were almost have high-pressure systems. faced a different set of issues, preferring reliable,
nice-looking products that could work in multiple settings. price-sensitive except of luxury
builders Developers usually had relationships with independent plumbers. Aqualisa sold to
developers under its ShowerMax brand, which was available only through specialist contract
outlets. technology had been redesigned, rebranded, and optimized for developers specific
needs. ShowerMax could deliver a high-pressure shower withAquavalve technology at a
significantly lower cost.
29. 29. Plumbers
30. 30. The most installation method of mixer shower is by independent plumber which is 54%
of all. While the installation by showroom and developer is 20% each. The smallest
percentage is the commercial installation which is only 6%.
31. 31. Type of Influence InformationalConsumer must know the advantages of Aqualista so
theycould directly buy the product or ask the plumber to useAqualista on their wash
roomPlumbers must understand the way Aqualista work so theyhave no uncertainty on using
Aqualistas products
32. 32. takes plumbers advice on type and brand Most consumer, selects Mixer consumer
Shower by taking plumbers advice on select type type and brand of shower which is20% and
brand 28%. 28% alone 25% 27% plumber select type and brand alone While 20% of
consumer are selecting only type of shower (not the brand), that influenced by the plumber
plumber. influences type of shower, not brand
33. 33. Consumer Motivation & Value Needs (Shower) Consumer Wants Plumber Wants(lookes
great, delivery good (easy to install, with a preassure, stable guarantee not break down or
temperature, easy to requiring service) use, didnt break down)
34. 34. Latent & Manifest MotiveIts look great , easy to use, good pressure, stabletemperature,
didn t break down Premium Purchase a brand makes SHOWER me more prestiges The
plumber suggest me to buy that brand and that type

35. 35. ProPro Pro Quartzs superior Triton Has Proven that it can be value proposition done
Large-volume so possible to channel. Many Problems reaching the charge a premium
plumbers for this product. Force plumbers to get familiar The Quartz is so Cons easy to
install. with our product Currently selling bet the company its Gainsborough kind of
product in this market Cost about 3 to 4 million over 2 Push the product, avoiding Cons
years the need for Time lag before showers Tough to justify a expensive high-risk, highreward strategy consumer advertising Cons reach consumers through this route. when
company Developers perceived Associating results were products to be premium premium
brand already healthy brands. with discount channel Quartz under price was a breakthrough
innovation.
36. 36. The cause of quartz failure is the resistance from plumbers. With the analysis of
circumference, they should : - Plumbers shoot the trade shop product presentation
(installation, warranty) to the plumber community incentives - Consumers Bring the Brand
experience to customer through its marketing activities, so that customer can feel the
simplicity of Quartz shower. - Developers make a contract incentives