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Aqualisa (Products & segmentation (premium, standard: performance and…
Aqualisa
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Background
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gravity-fed plumbing means low water pressure - there were three showers in market to address low water pressure and inconsistent temp
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losing competitive advantage so they invest in R&D to come up with the Quartz. Quartz shower - first of its kind. water pressure, ease of installation, use and design. #1 problem is sales.
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is it a niche product?
it is selling at a premium price point, almost double the rest of the market
but the attributes aren't really that niche: delivered stable temp, looked great, didn't break down, easy to use
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what should he do?
likens it to a "Pentium processor" - so it could expand its line of products... depending on the opportunity, he could take the "razor and blade approach," or at the very least he could come down on pricing and cannibalize existing products
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