Aqualisa Quartz: Simply a Better Shower
"Innovation is the process of turning ideas and know-ledge into products and services which create customer demand in the marketplace." London Innovation 2003
The term positioning refers to placing a brand in that part of the market where it will receive a favorable reception compared to competing products. As a matter of strategy, therefore, a product should be matched with that segment of the market in which it is most likely to succeed. The product should be positioned so that it stands apart from competing brands. Positioning tells what the product stands for, what it is, and how customers should evaluate it. Positioning is achieved by using marketing mix variables, especially design and communication. Differentiation can be achieved on the basis of tangible differences (e.g., product features).
Background
Launched in 2001, the Quartz has challenged most people's common perception of showers and showering. Aqualisa took another huge step and launched its first Digital shower - a revolution in shower design. Quartz Digital proved to be way ahead of other UK showers in terms of ease of installation, ease of use and design.
In September 2001, Harry Rawlinson, managing director of Aqualisa, is deciding how to handle the marketing of the Quartz shower, the first significant product innovation in the U.K. shower market in years. The Quartz shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews. The vastly superior Quartz shower ? which took three years to develop ? is simply not selling, despite the fact that existing showers in the U.K. are plagues with problems and there is widespread consumer d ...