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Aqualisa (The Quartz (2 types (Std, w/ pump), Shoe box (Mixing valve,…
Aqualisa
The Quartz
2 types
Std
w/ pump
Shoe box
Mixing valve
Pump
hot & cold provided
Elec. hook up
1/2 day install
Provided reliable H2o press.
Set temp once and leave it
Award at show
UK Market
Plagued w/ prob.
Gravity Fed
Poor Press.
Press Fluc
Temp fluc
Electric
Elec element instant hot
Bulky box in stall
Didn't address Press
Gainsborough
Mixer
Manual
Man. reg. of temp.
Aquavalve 609
Top seller
Hi qual
Automatic
Could add pump
Thermostatic
Auto. temp reg.
Major Job / 2 day
Need more press add pump
Integral Power
Bulky box
Compact unit
Combined Thermostat & pump
Less reliable
"Thermostatic" primary prod.
3 Price Segments
Premium
Showroom
Style
Std.
Perf & Service
Value
Convenience & $
Avoid reno.
DIY
Bulky & unattractive
Elec Shower
Developers
New homes
good looking
reliable
Multi setting
ShowerMax
What to do
Niche product?
Lower Expect.
Breakthru product
Miss the opportunity
Small comp., hard to be ambitious
Got to think big
Others break thru why not us
Quartz Shower Valve
Came about
Compet. catching up
percieved to be overpriced
10% still failed
R&D team
Breakthrough
Electronics cntrl vlv remotely
Mechanism remotely
60 test sites
Pressure issues
Temp issues
Initial Sales Results
Sales force showed off
Few Sales
1000 sent
81 sold
Plumbers wary of innov.
to hype Quartz put down others
Channels of Dist
Trade Shops
Showrooms
DIY Sheds
Plumbers
2 day job
Could bunlge install
Distrusted innovation
Shift in Marketing Strategy
Target Consumers
Target DIY
You can do it
Higher price
Willing to pay
Target Developers
Convince them/ sell more
Force plumbers
downer: lag time
Tuff sell?