Aqualisa Quartz

Study case : Aqualisa Quartz

1. Who are the consumers of Aqualisa (the UK company) ?  [Your qualitative and quantitative analysis of the various segments should at least include the type of motivation for the purchase, the decision criteria and the preferred channel]  

There are different types and categories of consumers of Aqualisa products. We thus find the direct and indirect consumers among the types of consumers. The different type and categories of customers of Aqualisa are direct consumers (individuals), DIYers (Do It Yourself), Developers and plumbers.  

In first, among the first customers, direct consumers, there are three distinct categories. Premium consumers who appreciate high quality products, those who consume standard products and those who consume value products.

The different categories of directs customers are :

• So, the consumers that are situated in the premium segment, buy the showers that we can find in the show rooms. It is in these places that we find the latest trend, products that are not yet on the market. We can find these kind of customers for guaranteed high performance and service, and for them style determined their selection.

• Standard consumers are looking for acceptable performance and service. They need a plumber to install their product and therefore they depend on its recommendations. They buy it in classic retailers of showers like DIY outlet.

• Do it yourselfers that generally shopped at large retail outlets that catered to them. These customers were primarily interested in inexpensive models that were easy to install, even though the DIY products were bulky and unattractive.

• Finally value consumers, seek them, a price advantage. They avoid work and use a plumber to be advised on the model. However, this is not to say that these customers are not primarily concerned with avoiding problems, they aren’t able to deal with no high pressure, varying temperature, breaking down, hard-to-turn valves, leaky seals and worn-out showers. They buy it in classic retailers of showers like DIY outlet.

Now we have the indirect consumers, among which we distinguish developers and plumbers :

• In first, we can talk about the developers. Most developers didn’t be afraid by pressure problems because new homes had almost high-pressure systems. They evenly prefer attractive products with sensible prices with the exception of luxury manufacturers. In addition, the technology has been redesigned, renamed and optimized for the specific needs of the developer. Aqualisa was sold to developers under its ShowerMax brand, which was only available through specialized outlets.

• In second, there are the plumbers. Plumbers have a great technical expertise, they have a strong influence on consumers. Plus, they are true to the unique brand and suspicious innovation.

What are the channel partners of Aqualisa (the UK company) ? [Include in your analysis any relevant fact or number that helps answer the next questions]

As regards the distribution channel, showers in the UK were sold through various channels, including boutiques, distributors, showrooms and DIY stores.

The trade shop:

Trade stores (or plumber merchants) carried products in all available brands.

Their main client was the plumber, who worked for developers, showrooms, contractors or directly for consumers. Traders tended to store everything they needed. The Aqualisa brand was available in 40% of stores. As Rawlinson said, "The staff at these outlets do not have the time to learn all the features and benefits of the 45,000 items they offer. The right stock of products that are in demand - their customers are looking for reliable product availability more than technical advice. "

Showrooms:

Distributors provided showrooms, which tended to be more upscale. Showroom

"Consultants" generally led consumers to choose and design a "solution" for the bathroom. A shower could be a small part of a global renovation project. Various shower and bathing options were displayed in the showroom and, although no inventory was taken on site, these sets allowed the consumer to see the product in a pleasant environment. Showrooms preferred to offer high-end product lines and brands (for example, Hansgrohe, a high-end German brand) not available on other channels. The showrooms also offered installation services by subcontracting with contractors and independent plumbers. There were about 2,000 showrooms in the UK. the Aqualisa brand was sold in about 25% of them.

DIY:

DIY outlets like B & Q offered discount, consumer and DIY products. Electric showers, because they were cheaper and easier to renovate, led the sales in this channel. The Aqualisa brand was not available through this channel, but its Gainsborough brand was available in 70% of the approximately 3,000 DIY outlets in the UK.

Which channel serves which consumer ? [Please link consumer segments onto channels]

For starters, we notice that premium customers head to the showroom to find the best product in an environment that is familiar to them. The others two categories of direct customers, the standard and value buyers, go to the trade shop. These shops are conventional for this type of purchase, so it is normal for average customers to turn to them. They usually follow the advice of plumbers because they have little knowledge of the subject. It is these same plumbers who will also turn to the trade shops. Same as standard and value consumers, developers buy showers for new home buyers on the advice of their plumbers, and in trade shops. And finally, DIY and a part of Value consumers buy their product in a DIY sheds.

1. Which value does Aqualisa Quartz create for consumers? for plumbers?

Aqualisa made the decision to create a new product with new shower materials. This decision comes from a market study. This new product meets specific needs dictated by consumers and plumbers, who are the biggest influencers in the market because they are also the biggest influencers. This work was done in collaboration with the research and development team of the firm.

The decision was to create two products. The Quartz standard shower has been designed for installations that have a pump but also for those that do not. The second product is the Quartz shower pump. These products have advantages for both the consumer and the plumber. First, for the consumer, the quartz shower, has a pressure and temperature all effective and reliable. This shower is easy to use. In addition, it includes a "one-touch" control that allows, thanks to a control indicator and a push button to control the temperature. Thus, if the red indicator flashes until the desired temperature is reached. Finally, last advantage for the consumer, the design. It makes the proud owner his last generation shower. This shower is also much easier to install for DIY.