Aqualisa Quartz
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Aqualisa Quartz
In order to generate sales momentum for the Aqualisa Quartz brand, Rawlinson has a lot of information to take into account before making his decision about the direction of the brand. Is the Quartz shower system a niche product and if so how should the company go about marketing the product? Will the product end up going mainstream, then cannibalizing the Aquavalve mixer shower brand, the company’s bread and butter? Will the product devalue the brand as a whole because of issues with plumbers not wanting to adopt innovation?
As of May 1998, Aqualisa already had a 25% net return on sales and was currently obtaining a 5% to 10% growth in a mature market. The fact that there has not been innovation in the shower market in awhile and the last innovation was a push button shower that used electronics. The plumbers did not like innovation especially innovation using electricity. Rawlinsons main issue at hand is dealing with the plumbers and getting them to see the light and see the ease at which the Aqualisa Quartz shower system can be installed.
The sales force needs to continue the standing direct relationships with “our plumbers”, the fact that 73% of all mixer shower selections has plumber involvement. And the fact that independent plumbers install 54% of all mixer showers, these channels need to be exploited.
The sales force needs to go to the plumbers unions, trades shows, and home shows and show the plumbers how to install the product. Show them the ease at which the product can be installed in a half of a day instead of the current 2 days minimum. This might cut down on time spent installing bath and shower products. They should give them hands on experience at these shows, this way they will want to recommend the product. Also the Aqualisa could have a deal with the plumbers that if they recommend and install a certain amount they would