Download - AQUAliza Quartz Case
AQUALISA QUARTZGroup -7
AQUALISA QUARTZThe Future of Showering
MARKET SCENARIO
Initial Days:
1. Archaic Plumbing
2. Gravity Fed hence cold water tank needed at roof
3. Separate boiler and cylinder needed to store hot water
Limitations:
4. Poor – to- low water pressure i.e 3-4 litres/min
5. Temperature variation due to frequent fluctuations in pressure
Solution:
ELECTRIC SHOWERS or Special UK showers
SHOWER TYPES LAUNCHED
- Electric elements present to heat water which were mounted on a bulky box visible in shower stall- Eliminated need for boiler- Aqualisa sold them under “Gainsborough” brandDisadvantage:-Did not solve poor water flow problem
- Two types available:
1. Manual (user controlled temperature) 2. Thermostatic (automatic
temperature control)- Required excavation of bathroom wall to install, 2 day process- Booster pump could be installed to boost pump, cost
extra
- Single compact unit- Combined thermostatic mixer valve and a booster pumpDisadvantages:- Had to be mounted in the shower - Not reliable
AQUALISA MAJOR SHOWERS
Mixer Shower Valve Integral Power Shower
- Major product: Aquavalve 609 - Major Product: Aquastream Thermostatic mixer valve and booster pump
-Qualities -20,000 units sold per year
1. Reliable - Strongest selling shower in the power shower category
2. High quality
3. State of art technology
- Supplemented by Aquaforce
Booster pump for stronger presure
CUSTOMER COMPLAINTS AND DRAWBACKS
Apart from Low Pressure and temperature fluctuations, other complaints were:
1. Break after sometime
2. Valves become stiff and hard to turn
3. Seals leak or go out of date
4. Worn out easily
Few drawbacks observe were:
5. Uninformed customers
6. Lower understanding of product options
7. Low brand awareness
PRICING SEGMENTS
Premium
Shopped in showrooms
Style determined selection of product
Standard
Relied on independent plumber to select product for them
Emphasizes on performance and service
Value
Relied on independent plumber to select product for them
Concerned with convenience and price
Do- It- Yourself
Shopped at large retail outlets
Primary interest was inexpensive model that are easy to install
BREAKTHROUGHS??
Developer concerns after property development in UK:
1. Build reliable, nice looking products
2. Products that work in multiple settings
3. Happy plumbers were crucial
ShowerMax Showers :
4. Delivered high pressure shower at lower cost
5. Had Aqualisa technology
Result:
Satisfied consumers
Rawlinson quoted: At Aqualisa we have tended to do a re-launch every 3 to 4 years. We have changed the look and made incremental technological changes to boost performance and quality
Drawback:
Mechanisms inside new products had not changed
Channels of Distributions Trade Shop
Primary customers were plumbers.AquaLisa was available in 40% of trade shop. Trade shops focuses on availability of product rather than technical advice.
Showrooms Keeps high-end product for designing bathroom as per the requirement of the customers. Showrooms also offers installation services by subcontracting with contractors and plumbers.
DIY Sheds Do it yourself outlets sales products which are cheaper and easier to retrofit. Aqualisa was not available in these kind of outlet but its Gainsbourough brand was available in 70% of approx 3000 outlets.
DIY Showrooms Trade Shops Others
Power Shower
DIY Showrooms Trade Shops Others
DIY Showrooms Trade Shops Others
Mixer Shower
U.K shower by product type and channel
Plumbers
These are the peoples with high end technical expertise.
Has to undergo several years of training 3years of
apprenticeship to become master plumber.
Has significant shortage of plumber in uk.
Charges about 40 to 50 pound per hour for there services.
THE DEVELOPMENT OF THE QUARTZ SHOWER VALVE
THE BACKGROUND
Aqualisa was a sought-after brand in the premium segment that made top quality showers with a market share of number three in the overall U.K shower market
REASONS BEHIND AQUALISA’S VULNERABILITY
Increase in competition Market’s perception that the product is overpriced Drop in service quality
MEASURES TAKEN TO MAINTAIN MARKET SHARE
Brought together a team that consisted of: Engineers R and D personnel Sales and Marketing people Market researcher
The above people brainstormed to come up with methods to improve the shower
THE MEASURES THAT WERE ADOPTED
Pressure was adjusted based on customer preference
Temperature’s were set optimally Use of electronics to control the valve to mix water
seperately
A BREAKTHROUGH IN SHOWER TECHNOLOGY
Quartz Standard Shower
- Designed for installations that already had or did not need a pump.
Quartz Power Shower
-Designed for installations that needed a pump ; it came with a pump.
INSTALLATION
Steps of Installation - The plumber had to identify a physical space to accommodate the remote processor.
- The processor contained the thermostatic mixing valve and pump.
- The device could be mounted horizontally, vertically or any side depending on available space.
- It took just half a day to install.
- The plumbers found it pretty easy to install.
- It provided one touch control to user.
- The temperature control is automatic.
Proof of the pudding
It was a curtain Raiser at major shows like Bathroom Expo: Adjudged the Winner!
It was highly appreciated by the press on its cleverness and elegant design.
It Featured on the covers of trade journals . As they were dealing with electronics, the wireless
technology to do wonders with it was almost trivial.
INITIAL SALES RESULT
• 20 person sales force
• Sold to distributors, trade shops, showrooms, developers & plumbers
• 90% focus of sales force on maintaining existing customer 10% on developing new customers
• After launch Aqualisa sales force contacted it’s network of plumbers, calling face-to-face to introduce & explain the new product
• Initially very few products were sold. Production manager & channel partner took a huge loss and considered Quartz products a failure
• Main reason was the resistance towards new innovation by plumbers
• Gained high acceptance in showroom and gradually change in demand for the product was expected
DEVELOPMENT OF QUARTZ SHOWER VALVE
WHAT LED TO THE CHANGE?
Rawlinson believed innovation was needed to survive in future Reasons:
1. Other companies catching up in terms of product quality
2. Actual service of Aqualisa had slipped over the past few years
3. 105 showers still went wrong
PROCESS FOLLOWED TO IMPROVE
Research studies to understand consumer’s problems
Applied technology to industrial applications
Research Results
a. Consumer’s needs:
Great looking shower
Delivers good pressure at stable temperatures
Easy to use
Does not break down
b. Plumber’s needs
Easy to install
Guarantee regarding break down
Requires no servicing
RESULTED PRODUCT
Quartz Electronics in Shower for controlling valve Two thirds running speed which was preferred more
than maximum pressure Maximum temperature of 45 degrees instead of 41
degrees which was optimal water temperature
GROUP MEMBERS
SHAGUN BHATNAGARNIKHILESH SSANKET ROY
RONAK SHARMAUTKARSH PRASAD
POOJA RAWATMOUKTIK ADAK
AMBAR A