Aqualisa Case Study

Q1. Aqualisa began the most important shower innovation in recent British history: quartz shower. Shower will greatly improve quality, cost, and ease of installation. Quartz shower was acclaimed during product testing. However, early sales of quartz were disappointing. In the existing product line, the company faces several important issues on whether to change the channel strategy, promotion strategy, and the overall positioning of products (niche products or mainstream products).

Aqualisa's best "target market" is a high-end standard category. According to the case study, Quartz got a favorable reception in the showroom. People like that aesthetics. Therefore, the Aqualisa sales team needs to focus on the introduction of quartz into the new showroom. However, high-end customers alone are not enough to enter the mainstream. Aqualisa also needs to target standard users. The functions that a standard customer looks for in a shower are as follows. Both performance and service are most satisfactory for quartz. In addition, Aqualisa has introduced more quartz capabilities. Therefore, it is very important that quartz does not become mainstream, this huge innovation may not cover the hands of consumers.

1) Aqualisa is considered to be a high quality shower manufacturing company in the UK. This is due to the high-quality products Aqualisa used to sell. 2) They are very innovative in technology. Quartz is an example of Aqualisa's high-tech innovation not seen by any other shower manufacturer. 3) The brand image of Aqualisa is very excellent due to its high quality and innovation. 4) Aqualisa's market share is quite high even in the UK market. It accounts for 18% of total market share and is the third largest sales brand in the UK.

The main character of the shower market is Triton, which accounts for 30% of total UK shower sales. Gainsborough's Aqualisa is the third largest player in the market and Aqualisa follows it. Aqualisa is the foremost player in selling mixer shower, third in high power shower. It is fourth in the market overall. The power shower is Aquastream manual and thermostat. The hybrid showers are Aquavalve and Aquavalve 609. Aquavalve 609 is Aqualisa's best-selling shower. Aqualisa is very popular with consumers. It is said that there is a high quality shower and service