Aqualisa Quartz Case Study
Aqualisa Quartz company is a company focusing on manufacturing showers. The company was founded in 1977 and from the case study, it operates primarily in the UK shower market. In the late 90s, the UK shower market was plagued with various problems including a significantly low demand for showers. While every household had installed a bathtub, only around 60% of the UK homes had showers. The problems also included outdated plumbing frameworks and a plumbing system relying on gravity to feed the tubs. As a results, there would be low pressure for showers in these Victorian-era households. These issues birthed two major problems relating to water pressure; low pressure meant poor functioning of the showers and fluctuations in water pressure would mean temperature instabilities.
The market that Aqualisa Quartz operates in is the UK shower market. It targeted the 40% population in the UK that had no bathtubs in their homes. the company boasts of a strong reputation in the UK, high quality products, and breakthrough technology that was a pioneer in the industry. It also enjoys a premium brand image and has a strong emphasis on research and development. The market in the UK is dominated by tubs that already occupy more than 60% of the entire tub and shower industry, leaving only 40% for Aqualisa Quartz products. The market perceives the company’s products to be expensive and there is a significant issue of a low brand awareness of the new Quartz product.
Marketing opportunities available for the organization include the remaining percentage of consumers not using tubs and those in need of updating their systems to more advanced technologies. The continuous demand for shower products is also an opportunity for Aqualisa Quartz as more consumers begin to shift their attention to showers. Another opportunity include new home owners who do not have tubs and are looking for modern shower equipment. There is also an open market for DIY (do it yourself) customers looking for ways to tailor-make their showering equipment at home.
The product by Aqualisa Quartz is a definite market disruption, one that aims to establish a new product and create an entirely new market. End-user customers include current tub users and those with regular showers in their homes. information provided in the case is that this market is gradually increasing as more people update their systems at home. Additionally, there is a new category of tub and shower users that will be targeted by the company. There is also a market for plumbers and traders who recommend products to consumers.
From the Customer Decision Making process, the customer begins by recognizing a problem in stage 1. Here the customer recognizes the need for a shower update. Stage 2 involves an information search where customers search for options to fulfil the want they identified in stage 1. Stage 3 then involves an evaluation of alternatives where consumers weigh the choices on the basis of comparable alternatives guided by process, product benefits, availability, quality, and other personal perceptions. Stage 4 combines the facts gathered to make a purchase decision. Lastly, stage 5 involves a post-purchase evaluation where consumers reflect on the product and the decision-making process to assess whether the purchase met their need, whether they are happy with the product.
