Aqualisa Quartz Ver 1 review
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Transcript of Aqualisa Quartz Ver 1 review
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8/7/2019 Aqualisa Quartz Ver 1 review
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Name Roll No
Manish Bhasin 23Manpreet Singh Gulati 26
Aman Rekhi 40
Vikrant 58
Vineet K. Maheshwari 60
Aqualisa Quartz : Simply
a Better Shower
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Agenda
UK Shower Market
Aqualisas Core Product Line
Distribution Channels
Rawlinsons believes
Problem Consumer awareness Market Research (New Slide)
Marketing Options By Rawlinson
Strategic Analysis External Analysis
Internal Analysis Recommendations
Analysis Plumber
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UK Shower Market
60% of UK home had showers
Archaic Plumbing & Gravity Fed
are the common in many homes
Problems with Gravity FedPlumbing
Poor to low water pressure
3 to 4 lit/Min
Frequent fluctuations inpressure cases temperature
variations
Gravity Fed Plumbing
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Aqualisas Core Product Line
Electric Shower[Gainsborough]
VALUE : Retail - 95
STANDARD : Retail - 155
PREMIUM : Retail - 230
Mixer Shower
[Aquavalve & Aquavalve609]
VALUE : Retail - 390
STANDARD : Retail - 715
Power Shower
[Aquastream Manual &Thermostatic
VALUE : Retail - 480
STANDARD : Retail - 670
Quartz
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Distribution Channels
Primary Customer : Plumber
Demand Driven
Reliability & Availability than
technical advice.
Aqualisa Market : 40 %
High End Product Line & Brands
Offer installation Service
Aqualisa Market : 25 %
Do It Yourself
Offered Discounts
Gainsborough Market : 70 %
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Rawlinsons believes
Rawlinson joined the company in 1998.
He believes
Other companies has better product quality thanAqualisa
Aqualisa products werebeing overpriced
Actual service had slipped over past years
10% of Aqualisa showers went wrong
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Marketing Options By Rawlinson
Targeting
Consumer Directly Try to build consumer brand
Consumer campaign may cost ~ 3-4 million over 2 years
Do It Yourselfers Easy to install
Developers Large volume channel
Time lag
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Strategic Analysis
External Analysis
Customer Analysis:Segments : Customer, DIYers, Developers, Plumbers
Motivations: Replacement(44%), New Penetration (25%), New Build(15%),Second
shower(10%),Commercial(6%)
Unmet needs: Lack of product knowledge & brand awareness
Competitor Analysis:Identity: Brand Awareness (Triton)
Market/Submarket Analysis:Emerging submarkets: DIY & Developers
Distribution channels
Environmental Analysis:Information-need areas: Brand loyalty for competitors (Triton & Mira)
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Strategic Analysis Cont..
Internal Analysis
Performance Analysis
Sales: 90% time spent to maintain existing accounts. Need to sell 100-200 product/day to become
break through the mainstream product.
Customer satisfaction: Recent Decline
Relative Cost: Market perception that Aqualisa product are overpriced.
Determinants ofStrategic options
Streghts: Product quality, easy installation, competitive edge (use of technology)
Weekness/Constraints: Brand Awareness, loyalty, overall knowledge of product, UKPlumbing, Consumer dependency on plumber to select product
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Recommendations
Direct sales to focus on Plumber market
Launch promotional campaign for Quartz by
using cheaper channels like radio etc Free One-Quartz unit to Plumbers.
Providing handy brochures in trade shops
showcasing complete product line fromAqualisa
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Competitor Analysis
19% market share
In Mixer competition is with Mira (No. 1)
Triton highest --- Brand awareness / DTC marketing
Triton
31%
Mira
22%
Gainsborough
12%
Aqualisa
7%
Masco
7%
Ideal Standard
3%
Heatrae
Sadia
2%
Bristan
1%Grohe
1%
Hansgrohe
1%
Others
13%
Total Market Brand
479000
155000
200000
18000094000
0
100000
200000
300000
400000
500000
600000
Electric Showers Mixer Showers Power Showers
Total Market Brand
Triton
Mira
Gainsborough
Aqualisa
Masco
Ideal Standard
Heatrae Sadia
Bristan
Grohe
Hansgrohe
Others
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Maximum sales Replacement
Is it repeat sales for same product?
Replacement
Sho er
Se cond Sho e r
e Build
ommercial
e
enetration
Shower s es byReasons for
ins allation
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>70% market is driven by plumber preference
ype
0%
ne
7%
ype and rand
%
dvice ype
and rand
%
Rol of l r
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Mixer is most recommended product by plumbers
AND mostly sold from Trade Shops
D
Sho rooms
Trade Shops
ther
lectric
holesalers
Elec ric
DIY
14%
Sh
s
13%
Trad
Sh
ps
3%
Mixer
DIY
14%Sh
roo
ms
13%
Trad
Shops
3%
ower
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High retail margins for Quartz Same MSP for Aquastream Thermostatic, 609 and Quartz
Std
0
00
!00
60 0
"00
# 00 0
$ %00
Aquast& le
Aqua ' al ' e 609
Aqua'
al'
e
(alue
Aquastream
Thermostatic
Aquastream
Manual
Quartz
Standard
Quartz
Pum)
ed
Aquaforce
$.0
0
$.
1
2ar
Aquaforce
.03
4.0
5ar
6ost
MSP
Retail Price
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