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How do peoplebath??

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Today, lets travel to UK 

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100% of the populationhas bathtubs…

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60% of the population has

showers…

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…shower !a"in #o!pany

is…

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Today$s enda

Case Overview

Needs and Wants

Four P’s

Aqualisa Quartz

Value Proposition

 The Problem

ssue TreeFinal !e"ommendation

Con"lusion

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ar"etin 'on#epts(tudied 

#ar$etin% #i&

Consumer 'ehaviour

(TP)'rand Positionin%

'ehaviour (e%mentaion 'rea$down with

ssue Tree

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'ase )verview

• Aqualisa is a *+ shower manu,a"turer- a stron%reputation. a premium brand / %reat servi"e0

•

Aqualisa has invested 102 million to develop abrea$throu%h produ"t 3#a4 56678. the Quartzshower that positions itsel, superiorl4 in terms o,qualit4. te"hnolo%4. desi%n and ease o,installation0

•  #ar$etin% strate%4 to %enerate sales momentum,or Aqualisa Quartz99

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Consumers

Consumer did not like!

•Poor Pressure

•Varying Temperature

•Shower broke down or “wentwrong”

•Hard-to-turn valves leakyseals and worn-out showers" Hen#e almost hal$ the %&shower market #onsisted o$sales o$ repla#ement showers'

•Consumers were generally

•(ittle understanding o$produ#t options

•(ow )rand awareness

•(ump sum pri#es $or

#onsumers

•%naware about #ost breakdown "labor materiale*#avation et#'

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Produ#t Pri#e Pla#e +,istribution

Promotion

Showers withVarious#ategoriesType o$ Shower - .le#tri# Shower- /i*er Shower- Power Shower

PremiumStandard/iddle-(ow

Trade Shop,istributorShowrooms,01 2utlets

3dvertisement"e* )ro#hure'4eb

 * + nalysis

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+rodu#t & +ri#e

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Premium Segment Consumer : Shopped in showrooms

- 5ranted high per$orman#e and servi#e- Style determined sele#tion

,o-it-yoursel$ers Segment - Shopped at large retail outlets- 0nterested in ine*pensive models

that were easy to install eventhough bulky and unattra#tive

- 2verwhelming #hoi#e .le#tri#

showers- Popular among landlords 6

Standard pri#e Segment - .mphasi7e per$orman#e

and servi#e-

Produ#t sele#tion rely onplumber

+ri#in (e!ent 

Value Segment : Con#ern with #onvenien#e andpri#e- 3void solutions that re8uired any

e*#avation- Produ#t sele#tion rely on plumber

- Con#erned with #onvenien#e andpri#e

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'hannels of istribution

    •   ; i  %  h l  o  4  a l  t  4  t  o  p  r  o  d  u  "  t  P l  u   m  b  e  r  s    •    s  a l  e  s  "  a   m  e  ,  r  o   m  p l  u   m  b  e  r  s    •   A  d  v i  "  e  a  b  r  a  n  d  ,  o  r  "  o  n  s  u   m  e  r

Plumbers

    •  P  r  e  ,  e  r  r  e  d  t  o  "  a  r  r  4  h i  %  h :  e  n  d  p  r  o  d  u  "  t l i  n  e  s  a  n  d  b  r  a  n  d  s    •   V  a  r i  o  u  s  s  h  o   w  e  r  a  n  d  b  a  t  h  o  p  t i  o  n  s    •   O   ?  e  r  e  d i  n  s  t  a l l  a  t i  o  n  s  e  r  v i  "  e  s  b  4  s  u  b  "  o  n  t  r  a  "  t i  n  %    •  T  h  e   A  q  u  a l i  s  a  b  r  a  n  d   w  a  s  s  o l  d i  n  a  b  o  u  t  5  1   >  o  ,  t  h  e   m 0

(howroom

    •   C  a  r  r i  e  d  p  r  o  d  u  "  t  s  a  "  r  o  s  s  a l l  a  v  a i l  a  b l  e  b  r  a  n  d  s

    •  T  h  e i  r  p  r i   m  a  r  4  "  u  s  t  o   m  e  r   w  a  s  t  h  e  p l  u   m  b  e  r    •  T  h  e   A  q  u  a l i  s  a  b  r  a  n  d   w  a  s  a  v  a i l  a  b l  e i  n  @  6   >  o  ,  t  r  a  d  e  s  h  o  p  s Trade

(hop

    •   O   ?  e  r  e  d  d i  s  "  o  u  n  t .   m  a  s  s   m  a  r  $  e  t .  d  o : i  t :  4  o  u  r  s  e l  ,  p  r  o  d  u  "  t  s      B    •   C  h  e  a  p  e  r  a  n  d  e  a  s i  e  r  t  o  r  e  t  r  o    t    •  T  h  e   D  a i  n  s  b  o  r  o  u  %  h  b  r  a  n  d   w  a  s  a  v  a i l  a  b l  e i  n    o  ,      B  (  h  e  d  s

lB (hed

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Plumbers

•;ad hi%h te"hni"al e&pertise0•(tron% inEuen"e on "onsumers0•Consumers o,ten had to wait si& months dueto shorta%e•Char%e about @6 to 26 per hour0•Plumber’s Gle"troni" (4ndrome-

  Ho4al to sin%le brand  ,istrusted innovation I "ause Quartz,ailure in the mar$et0

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-uart. / the rea"throuh

+rodu#t 

Th 9 i

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The are 9 versions-  The :uart7 StandardShower

  The :uart7 PumpedShower

4ith :uart7

te#hnology – 0nstallation time o$ a hal$-day

 – Plumbers were ;nding thatthe install was sostraight$orward

 – The :uart7 shower providede

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V3(%.

P(%/).>S

Gas4 to install

#ore protable J able to do more installation

 Ta$e 601 da4 to install whi"h is onl4 51> o,previous times

Gven apprenti"e "an do the installation

C2?S%/.

>S

GK"ient and reliable water pressure andtemperature

(a,e to use ,or $ids and elder people

One tou"h "ontrol with red li%ht indi"ator#u"h easier to install ,or B se"tor

G&"ellent desi%n and aestheti"s. whi"hin"reases ownership pride

-uart. alue+roposition

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2nitial +ro!otion

• Curtain raisers at maLor shows li$e'athroom G&po- awarded top prizeM

• emonstrations / Press Gvents

• ;i%hl4 appre"iated b4 the press onits "leverness and ele%ant desi%n

• Featured on the "overs o, trade Lournals

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The +roble!

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The 2ssue

Tree

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ar"etin (tratey 

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0ndividual ,evelopers Plumbers

Premium/(tandard

B Pri"e (ensitive on’t li$einnovation

How brandawareness

Chan%epremium brand

per"eption

(mall mar$et Costl4 to"onvert

ndependento, plumberinEuen"e

Har%e mar$et

nEuen"eplumber

Har%estmar$etshare

Premiumbrand

re"o%nition

Cheaper (tron%inEuen"e to"ustomer

C2

ST

'

GNGF

 T

'ost and ene3t 

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Taret 'onsu!ersire#tly 

+ros

• Taret #onsu!ers dire#tly, essentially a 4pull5

stratey, and build a #onsu!er brand• 7ill be able to better #o!pete aainst Triton, the

!ar"et leader

'ons

•   #ostly stratey for 8ualisa

• ust be #onsistent to be e9e#tive :out of siht,out of !ind;

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Taret o

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Taret evelopers

+ros

• 'ould sell in lare volu!e

•

ealin with developers #ould si!plify sales and!a"e it less #ostly for 8ualisa

• 7ill for#e plu!bers to fa!iliari.e the!selveswith the produ#t

'ons

• 2t #ould ta"e ti!e for the produ#t to et to#onsu!ers

• 'ould be a touh sell due to pre!iu! pri#e

• )nly represents 1A% of the !ar"et

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Taret Trade (hopsand +lu!bers

+ros

• +lu!bers have dire#t #onta#t with 3nal

#onsu!er• A*% of !i@er showers installations are done by

 plu!bers, and trade shops represent *6B% ofthe UK shower !ar"et 

• +lu!bers have bi inCuen#e on de#ision !a"in

 pro#ess'ons

• +lu!bers distrust innovation

• +lu!bers !ay be diD#ult to sway and #ould ta"eti!e to #hane their per#eption

• Trade shops #arry other brands

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Einal Fe#o!!endation

Target Trade Shopsand Plumbers!

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Fationale

-uart. sales are e@pe#ted to rea#h G1*,A00,000:!ost li"ely s#enario;, whi#h is * ti!es 8ualisa$s

#urrent sales

+lu!bers will be#o!e interested be#ause they #anbe#o!e * ti!es !ore produ#tive and I ti!es !ore

 pro3table

'onsu!ers will be#o!e interested be#ause they #anet a better produ#t for their !oneyJ a pre!iu!

 produ#t with !ore bene3ts for less, and wille@perien#e less dis#o!fort

 8ualisa will develop and strenthen its relationshipwithin the distribution #hannels and establish lon <

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Taret Trade (hopsand +lu!bers

=N>

2>

@

>

%& Shower /arket "Total %nits Sold 9@@@'

Ao:t:Boursel, (heds (howrooms

 Trade (hops Other 3Gle"tri"al wholesalers8

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valuation of lternatives

 

CRITERIA

WEIGHT OF CRITERIA

30% 20% 20% 15% 15% 100%

SalesRevenuesPotential

Ima!t on!"annels

o#$isti&utio

n 'Relations"

i

Total(a)ets"ae

Po$u!tA*aenes

sCosts

Wei+"te$Avea+e

A,TER-ATI.ES  

Ta+et Ta$e S"os an$ Plum&es / / 3 25

Ta+et I4 3 5 3 60

Ta+et Consumes ie!tl7 3 5 2 65

Ta+et eveloes 3 6 2 6 30

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'on#lusion

•Create an intensive #ar$etin%"ommuni"atin% "ampai%n to tar%etmar$et 3"onsumer8 / tar%et inEuen"er3plumbers8

• Fo"us in premium mar$et shower to

in"rease their sales in Quartz produ"t

• Gnhan"e mar$et resear"h to nd what"ustomer wants and needs o, shower

produ"ts reall4 are

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Than" =ou

Droup J Wi$reate

A$sha4 ;iremathNimisha Nasa!ahul oshi(aurabh Wan$hade(wati (in%la