Assignment:
Marketing Management
Aqualisa Quartz Assignment
Read the case study from Harvard Business School on Aqualisa Quartz: Simply a Better Shower. Share your thoughts on...
• What is the value proposition to plumbers? To consumers?
• Why is it not selling?
• What should Rawlinson do to generate sales momentum for the Quartz shower product? Change the strategy to target customers directly, target the DIY market or target developers? Should he lower the price of the Quartz? Or something different altogether?
• Aqualisa currently has three brands: Aqualisa, Gainsborough and ShowerMax, What is the rationale behind the multiple brand strategy? Does it make sense?
• Pay attention to how the showers in Great Britain are purchased and who influences the buying decision. What would stop a homeowner from trying out a new product that promises to be superior?
• Also, note some realities. People wanted to adjust the shower to something less than the maximum temperature, but want it to be capable of reaching a higher temp. Same with the pressure. What does that tell you about the difference between research and market testing?
• Aqualisa spent three years and €5.8 million developing the Quartz. Is the product worth the investment? Is it a niche product or a mainstream product?
The first few questions are designed to get you thinking in terms of defining the problem. The last question will require some brainpower. For example, I expect some analysis of the total possible market for the Quartz shower. It is the only way you can begin to evaluate the development costs.