This report aims at developing a marketing strategy for Aqualisa's Quartz shower. The product was launched in May 2001and in spite of being much better than the existing showers in the U.K market in terms of water pressure, ease of installation, use and design, it didn't have very impressive sales figures in the first four months. This report contains the analytical details of the fact as to why the product failed and what can be done now to improve the situation of the product and the company. Now it is important that Aqualisa should decide upon a targeting approach to increase sales together with its brand quality because usually, there is a strong competition in the shower industry and the companies have to choose among the ways through which they might win the market and this requires an extensive analysis and research of the shower market. Companies should be aware of one key concept which is "you can't be everything to everybody."
This report elaborates on the industry, the company, the customers and the product itself to give an overview of the whole situation and finally, it suggests the recommendations and the implementation plan.
Quartz entered the shower market when only about 60% of U.K homes had showers and archaic plumbing some of which dated back to the Victorian period and were plagued with problems like low water pressure and high fluctuations in temperature, which were mostly addressed through the use of either electric showers or special U.K shower valves. The three main types of shower that existed in the market were Electric showers, mixer showers and power showers each having their own positive and negative features.
TYPES OF SHOWER
TOTAL UNITS SOLD BY AQUALISA
% OF TOTAL UNIT SOLD