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Aqualisa Industry
In the U.K. shower market, Aqualisa is one of the well-known manufacturers.
Aqualisa has succeeded in the production of three shower types: mixed, power, and electric.
Aqualisa uses three channels of distribution: trade shops, showrooms, and DIY sheds.
100% of UK homes have bathtubs, and only 60% of UK homes have showers because of low pressure and fluctuations in temperature. In 2001, Aqualisa launched the Quartz shower and produced an innovation in the UK shower market. It was a winning product in terms of the quality of water pressure, installation ease, comfortable usage, and interesting design. Still, the production faced considerable challenges in marketing.
Aqualisa Competitors
For example, Triton is one of the oldest shower manufacturers in the UK (Triton 2016). Therefore, its history and experience can serve as the best explanation of why this particular company is one of the main competitors for Aqualisa.
Positioning Statement
Aqualisa’s Quartz is a breakthrough innovation for premium consumers and plumbers, who want to enjoy convenience, reliability, and high performance of their shower needs.
Aqualisa’s Quartz is the combination of such characteristics as style, new design, adjustable climate control, a new touchtronic operation, and other adjustments that satisfy consumers’ shower needs (Moon 2006).
Aqualisa vs. Competitors
- O – equivalent.
- + – superior.
- – – inferior.
Aqualisa’s Statements: Part One
General Equivalence Statement
Aqualisa is about more than shower technology (About Aqualisa 2016). The company tries to understand what it means to have a great shower. It is not enough to attract the attention of customers. It is also important to provide plumbers with the required portion of attention and improve the conditions under which they should work. As soon as plumbers understand the worth and quality of Quartz showers, they can offer Aqualisa an additional ad for customers and recommend it to many people, who are in need of a good shower.
General Equivalence Statement – The company has its goals and missions that have to inspire employees and provide customers with guarantees and explanations.
Aqualisa’s Statements: Part Two
Recommendation Statement
It is necessary to learn more about what can be offered to customers and share information about the product by any possible means. Aqualisa has to focus on targeting different segments. Plumbers have to be identified as the main target influencers, who can explain customers the worth of Quartz showers. Plumbers and premium segment have to be the main goals of the marketing strategy. With time, it is possible to attract the attention of the customers from standard, value, and DIY segments.
Recommendation Statement – The company has to provide potential customers with information about its production and innovations and target developers, plumbers, and consumers effectively. In this section, several recommendations and prospects for future are given in order to prove that the company has the opportunities to improve their marketing strategies and communication with consumers.
Aqualisa’s Statements: Part Three
Objection Statement
Customers are welcome to ask in case they need some clarifications, and plumbers are welcome to share their opinions in case they may identify new improvements. Aqualisa is not the only representative in the UK shower manufacturing. There are many competitors that are ready to take the leading positions in the market. Aqualisa should be ready to attract more customers by means of direct communication and cooperation. Customers should understand their value for the company.
Objection Statement – Some misinterpretations are possible in case the company is not able to explain what is offered or what the benefits of new production are. This statement helps to indentify the main challenges Aqualisa may face with.
Support of Sales Representatives during Sales Call
This list of supportive material can be used by sales representatives to explain potential customers the company’s main advantages and benefits. It is not enough to inform about innovations. It is more important to tell more about the services, underline the uniqueness in comparison to other competitors, and explain the worth of each customer for the company.
Conclusions
Aqualisa Quartz is a unique innovation that has to be properly introduced to:
- Consumers.
- Plumbers.
- Do-it-yourselfers.
- Developers.
The company should not forget about its ambitions and share them with all potential stakeholders.
List of Reference
Moon, Y 2006, ‘Aqualisa Quartz: simply a better shower’, Harvard Business School, 9-502-030, pp. 1-18.
Triton 2016,‘Our story’. Web.
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