Aqualisa

In: Business and Management

Submitted By khanshahin
Words 1175
Pages 5
1.1 Customer Segmentation and characteristics:

1.2 Channels:

1.3 Competition:

Top UK shower market competitors including Aqualisa have been shown below with their market ranking and market share in each kind of shower products:

1.4 Company and Market environment:

Market Environment
 U.K. shower market is a matured market and can be roughly estimated to be around € 400 million market
 Showers in U.K. were plagued with problems. Only about 60 percent of U.K. homes had showers
 Archaic plumbing (mostly gravity fed) was common in many homes leading to low water pressures
 Majority of the market revenues come from Electric showers followed by mixer and power showers
 More than 70% of the shower selection is influenced by the plumbers
 Most of the shower companies in UK have low brand awareness except Triton

Company
 Aqualisa is the third largest company in the UK shower market by sales volumes and second in mixer showers
 It has a good product mix with product offerings in all the segments and across all the channels in UK
 Aqualisa has a revenue of around € 68 million with a base profit of around 25%
 It has a reputation for providing good quality and service

SWOT Analysis

2. Quartz Shower Value proposition for consumers

The value proposition for installing Quartz premium compared to Aquavalve609 standard with Aquaforce 1.0/1.5 has been explained below:

 Cost saving

Quartz Pumped Premium total cost calculation:

Aquavalve 609 standard with std. Booster pump total cost calculation:

A cost benefit of €2120 - €1320 = €800 for the consumer.

Even without the booster pump Aquavalve 609 installation would be more expensive than the Quartz Pumped Premium for a consumer

 No requirement of excavation
 Flexibility of keeping the pump and valve unit (processor) at a…...

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...გადაიხდიდა იმ დადებითი მხარეების გამო რაც გააჩნდა ამ შხაპს კონკურენტებთან შედარებით. Aqualisa spent three years and € 5.8 million developing the Quartz. Was the product worth the investment. Is Quartz a niche product or a mainstream product ჩემი აზრით ჩადებული თანხა გამართლებული იყო, რადგან იმ პერიოდში ბაზარი უმოქმედო მდგომარეობაში იმყოფებოდა. კონკურენტები არ ცდილობდნენ პროდუქციის გაუმჯობესებას ან მომხმარებლისთვის დამატებითი ღირებულების შექმნას. მომხმარებელიც თითქოს შეჩვეული იყო რომ ყოველი ახალი მოდელი მხოლოდ გარეგნულად თუ იქნებოდა შეცვლილი ხოლო დანარჩენი ფუნქცია ძველის იდენტური იქნებოდა. ბაზრის ასეთი მდგომარეობა ერთის მხრივ თითქოს კარგია იმ მხრივ რომ კომპანიებს არ უწევთ დამატებითი ხარჯების გაღება R&D-ზე, მაგრამ ამასთანავე თუ ერთ-ერთი რომელიმე გადაწყვეტს ინოვაციური პროდუქტის გამოშვებას, მას აქვს შანსი მოიპოვოს ბაზრის ლიდერის პოზიცია და მოგების დიდი ნაწილიც მას დარჩეს. სწორედ ამ მიმართულებით მიდიოდა Rawlinson-ი რომელმაც ამდენი დრო და ენერგია ჩადო Quartz-ის შხაპში. ეს პროდუქტი უნდა ყოფილიყო მასობრივი, ყველასათვის და არა ნიშური რომ ამხელა ინვესტიცია მალევე ამოეღო. Aqualisa currently has three brands. Aqualisa, Gainsborough, and ShowerMax. What is the rationale behind this multiple brand strategy თითოეულ ბრენდს გააჩნია კონკრეტული სეგმენტი და ყავს თავისი მომხმარებელი: Aqualisa - ჩვეულებრივი საშუალო ფენის მომხმარებლისთვის განკუთვნილი პროდუქტი, რომელიც გათვლილი......

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