Aqualisa Target Market

1 Aqualisa What target market(s) would you recommend for Aqualisa and why?

The most convenient markets that the company could target include direct consumers, the Do-It Yourselfers and the plumbers. Direct consumers comprise of an enormous potential market that is currently controlled by Triton Company, despite the fact that Aqualisa’s products are more superior and modernized. This target market requires information on the products through vigorous advertisement. Tapping this market would mean controlling the largest target market, and could result to a big rise in sales. It had worked with Triton before, though their products were not as consumer friendly as those of Aqualisa.

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2 The Do-It-Yourselfers prefer showers that are cheap and easy to install. Quartz brands do not require technical skills to install, although their prices are relatively high.

However, with Gainsborough line, which is an inferior product in this market; Quartz, which is a premium product, could still be acceptable due to its distinctive features and efficiency.

The plumbers are a conservative market as they do not readily change brands.

However, their ability to influence the market is high. Independent plumbers account for 54% of all installations of showers in the U.K. (Moon 2006). Moreover, most consumers tend to seek a plumber’s advice when selecting a shower or even leave it to the plumber’s choice. Winning the plumbers’ market could serve Aqualisa well in the longrun because plumbers tend to be loyal to brands due to their conservative nature.

Briefly describe the most appropriate target market profiles you would prioritize Direct consumers are mainly the end users of the product. On one side, they understand their needs and, therefore, are likely to be in favor of brands which best meet their needs. Direct consumers will always influence the kind of products that are in the market. In U.K., most direct consumers depend on plumbers’ advice to know the brands to install. The greatest potential is in replacement of showers, which accounts for 44% of all installations. New buyers are fewer, comprising only 25% of the installations (Moon 2006). The easiest ways to tap into this market would be through major product campaigns and advertisements, and through the plumbers who are their main advisers The do-it-yourselfers comprise of a market that Aqualisa could easily control. The ease of installation of the Quartz showers could work positively for Aqualisa since no

3 exceptional skills are required, and independent plumbers are very few; about 10,000 in the entire U.K (Moon 2006). Hiring a plumber is extremely expensive since plumbers are usually paid on an hourly basis. Many consumers would willingly pay for the premium involved with knowledge that they will skip the cost of the plumber’s services.

How would you position the Aqualisa Quartz shower?

Quartz shower comes out as more efficient and advanced as compared to other brands. It is easy to install and addresses the problems of fluctuating water temperature and low pressure positively. Aqualisa Quartz combines innovation with simplicity, and this works for the product.

Although the shower has not gained the desired acceptance in the market due to late entry and high cost as compared to the competitors’ products, Aqualisa could still take advantage of the high effectiveness of its products. This would increase its market share.

Briefly describe the positioning statement and strategy you would recommend for Aqualisa Quartz to create a unique point-of difference?

The best strategy for winning consumer acceptance is concentrating on the efficiency of the Quartz shower. The unique features that maintain water temperature and pressure to consumer friendly levels should be strong points in a campaign to popularize the product. Since plumbers are generally expensive, it could work positively for Aqualisa if ease of installation is demonstrated to potential customers.

4 Reference List Moon, Y 2006, Aqualisa Quartz: Simply a better shower, Harvard Business School Publishing, Boston, MA.