aqualisa quartz ver 1 review

8/7/2019 Aqualisa Quartz Ver 1 review

1/16

Name Roll No

Manish Bhasin 23Manpreet Singh Gulati 26

Aman Rekhi 40

Vikrant 58

Vineet K. Maheshwari 60

Aqualisa Quartz : Simply

a Better Shower


2/16

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


3/16

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


4/16

Aqualisas Core Product Line

Electric Shower[Gainsborough]

VALUE : Retail - 95

STANDARD : Retail - 155

PREMIUM : Retail - 230

Mixer Shower

[Aquavalve & Aquavalve609]

VALUE : Retail - 390


Power Shower

[Aquastream Manual &Thermostatic

VALUE : Retail - 480


Quartz


5/16

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 %


6/16

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


7/16

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


8/16

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)


9/16

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


10/16

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


11/16

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


12/16

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


13/16

>70% market is driven by plumber preference

ype

0%

ne

7%

ype and rand

%

dvice ype

and rand

%

Rol of l r


14/16

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


15/16

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


16/16

aqualisa quartz ver 1 review

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