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Title: AQUALISA QUARTZ: SIMPLY A BETTER SHOWER **prize winner**

Reference: 9-502-030

Product type: Case

Author(s): Moon, Y; Herman, K

Publisher: Harvard Business Publishing

Settings: United Kingdom; Manufacturing industries; £8 million revenue; 2001

Topics: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning

Publication year: 2002

Version date: 10 July 2006

Length: 18 pages

Data source: Field research

Status: Active

Abstract:

Harry Rawlinson is Managing Director of Aqualisa, a major UK manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line.

Prizes won:

ecch best selling case 2009, 2008, 2007, 2006, 2005, 2004, 2003, 2002

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