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AQUALISA Case Study

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by

EMLYON MBA student

on 17 September 2013

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Transcript of AQUALISA Case Study

simply a better shower
COMELLI Filippo
MUTO Risako
WILLIAMSON Kerranna
AGENDA
Who is AQUALISA?
What is QUARTZ?
What went WRONG?
A New STRATEGY?
WHO is AQUALISA
AQUALISA
QUARTZ
Shower

A
B
C
D
A
B
WRONG
C
Cannibalism
Costs
#1
#2
#3
What went
simply a better shower
AQUALISA
STRATEGIES!
New
#4
Plumbers
#1
D
Costs
#2
#3
#4
Advertising
Plumbers
Cannibalism
Advertising
Strategy to shift advertising effort to CONSUMERS & PLUMBERS
DIY
Total cost will be lower
[product + plumber] --> worth it to have someone else install it


Trends still show that people trust plumbers more anyways
Developers
Long lead times
**FOCUS on MIXER SHOWERS... Why?
Plumbers
+
Consumers

Plumber influence on consumer buying decisions = 73% & conduct 54% of installation
Reference: Page 43 - IFPMM Pedagogical Material
Shower manufacturer in UK
Top quality shower, premium brand, and great service

Need for breakthrough product
3 years R&D
for €5.8M

Low water pressure
Fluctuating temperature
Design
Two-day long installation

TRAINING will address issues about installation; durability; fear of unknown brand (installation training // installation competitions)

PLUMBER Helpline --> concerns about service from manufacturer
Need to lower % increase change from
Cost → MSP and hence from MSP → retail price

Thank you!
Things to improve:

High water pressure
Easy-to-use push-button control for stable temp
Remote processor
Half-day easy installation

Value propositions:
Advertising
Plumber events
Competitions
Giveaways
Newer, modern pop-up showrooms
Outdoor Shower Promo!
SIMPLY A BETTER SHOWER:
Show it off to the world
Advertising ideas:
SHOW IT OFF TO THE WORLD
Data
Price Disparity and NEW Proposed Price
Quicker Installation = Time and Money Saved
Cost of Shower + Installation
OVERVIEW
Outdoor shower PROMO
Full transcript