What is the quartz value proposition to the plumbers? To consumers? The value propositions to the plumbers are
•Due to Quartz easy installation plumber’s work is reduced to 25% of original time. •Plumbers find the installation is straightforward and hence they are ready to send their young apprentices •Plumbers said it’s just “Push-fit-connect’’ and it’s not in the wall and it’s very easy to use •On an average plumbers can do more jobs thereby increasing their profit
The Value propositions to the consumers are
•One of the major issues for the customer is to get conistent water pressure which is solved in Quartz •Customers can have their required temperature by Thermostatic control rather than checking it for the required temperature •Before quartz the survey says that 44% of shower needs replacement. By using Quartz there is less chance of breakdown and hence maintenance is much easy for the customer
•The product had aesthetic look and elegant design
•It’s good for the home with the children
•Suitable for all types of water systems
•One touch control system and ability to control remotely
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.
This case shows that despite the fact Aqualisa had a great product it doesn’t necessarily mean that this is going to manifest in great sales of the product. Innovation needs managing in an integrated way; it is not enough just to manage abilities in a technological superior product. Aqualisa had the generation of a technological innovation but lacked the ability to relate this to end users. The challenge for Aqualisa is in effectively communicating to its customers and making them aware of the fact that they have developed such a product, before their competitors catch up. In order, for Aqualisa to succeed they need to synergise the components of their marketing mix through an effective communication, positioning, and distribution strategies.
In the case in states that only about 60% of U.K homes, consumers are only probably going to buy at most two showers in their lifetime and because key influencers in the decision making process like plumbers where apprehensive of adopting the new technology it also led to the company’s low sales because the majority of the UK shower market is made of replacement showers and plumbers tend to remain loyal to their selected brand as it is the most comfortable for them in using when installing because of their previous experiences.
Quartz Value Proposition – Plumbers
What Plumbers wanted • Ease of installation • Quality product with minimal breakdowns • Service free (minimal service requirement) Product Benefits • Flexible location of the controller unit requires minimal remodeling of the bathroom making shower installation simple, cutting the installation time to half a day Value Proposition Quick and easy installation requiring only basic skills (more installations per plumber per day resulting in higher income)
Quartz Value Proposition – Customers
What Customers wanted • Aesthetic design (great looks) • Good water pressure without temperature fluctuations • Ease of use • Quality product with minimal breakdowns Product Benefits • Controller unit can be concealed in the ceiling or closet; leading to a sleeker look in the shower stall • In-built pump provides more than adequate water pressure • Electronic thermostat allows for easy controls and steady temperatures • One touch control Value Proposition Clean and sleek looking shower which is easy to
use and provides efficient and reliable water pressure and temperature
Why is Quartz not selling?
•Plumbers distrust electronic controls / new technical innovations • Plumbers influence over 50% of shower purchases; In 25% of the cases the purchasing decision is at his sole discretion
Limited Distribution Channel Product Price
• Priced at a premium and hence unappealing to D-I-Y buyers as well as developers which are both price sensitive segments • Trade Shops account for 80% of mixer showers sales • Staff in trade shops not high on product knowledge, driven by market demand • Showrooms have be the best sales potential but Aqualisa is available in only 25% of all showrooms
Courtney from Study Moose
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