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AQUALISA QUARTZ
Group 4, Section D
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Situation Analysis
• Industry Overview:
•40% homes do not have showers (Untapped market)
•Key Issues: Water Pressure and Temperature Control
–Customer:
•73% of the cases the plumber was drectly!ndrectly nvolved n the purchase decson (")
•Customers are reluctant to swtch brands and 44% of the #ales conssts of buyn$ replacement
showers
(%)
•&evelopers want custom'able products and at prces lower than P
– Distribution Channels:
•*ansborou$h product s already present n 70% of &I+ outlets
•,nly h$h end products are sold n showrooms whch are vsted by ndvdual shoppers
•-.ualsa has presence n 40% trade shops but staff cannot be traned n technolo$y
•QA!"#
–/$h Technolo$y Product nvolvn$ electroncs
–Sun$ Costs: &'( million
–In the future 0uart' can lead to sster product cannbalsm
–#ales volume s as low as 12 unts!day where e)*e+tation is o, -00 units.day
Ob/: In+rease the sales volume o, Quart to 100 units.day in the short run
1: Exhibit 42: Exhibit 3
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Quart: 2alue ro*osition
PLUMBERS
• Value Proposition
• E!" In!t##tion$ %o nee& 'or(u#)" boxe! * Exc+tin the-##
• In!t##tion ti.e re&uction:/ro. 2 to 0 &"!
• u!h$/it$onnect techno#o"
• General Product Dislikes
• Interte& -ith E#ectronic!
•5ih on Inno+tion 6#u.ber!&i!tru!te& too .uchinno+tion7
• ercei+e& notion o'co.p#exit"
CONSUMERSValue Proposition8ter pre!!ure contro# 612$19#*.in7 Te.perture ontro# 641$4
e#!iu!7ne touch contro#nce !et uto.tic te.perturecontro#S'e 'or )i&!, E!" to u!e 'ore#&er#"
General Product DislikesDe+e#oper! &i!#i)e& hih ;Rpro&uct!
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hy Quart is not sellin56• Plumber Dissatisfaction: In+o#+e& in &irect*in&irect purch!e &eci!ion
73% o' ti.e! n& re -r" o' the inno+tion
• Hi! Marin Pro"uct:
• %on cu!to.i
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Strte" to incre!e !#e!+o#u.e
+ntro"uce ,-ualisa .uart/ in D+0 S!e"s
Rationale: 1 71% pre!ence in 3,000 out#et! in UB
2 rtner!hip -ith (CQ cou#& he#p in pro&uct intro&uction -ithout incurrin
&+erti!e.ent! c.pin co!t!
3 Qurt< i! better pro&uct ! co.pre& to E#ectric Sho-er! Se##in the. in the!.e !he& cou#& i+e co.petiti+e e&e to Qurt<
4 DI !he&! re .ent 'or e!" to in!t## pro&uct! Qurt< i! e!" to in!t## n&t)e! 0 &"! 'or in!t##tion
DI She& 'ocu! on con!u.er!, on!u.er nee&! re bein !ti!e& b" the
Qurt