Aqualisa, a highly profitable shower company in the UK is trying to bring the shower industry to another level with one of their newly developed showers, the Quartz. However even with incredible response and reaction to the first time users, the Quartz is far from selling like the company expected. With base profit of £17,355,000, you would think Aqualisa spending £5.8 million in developing this product, would have looked before they leaped with such a pricy investment. When it comes to showers in the UK, it’s a plumber’s world.

Although Aqualisa is ahead of most of their competition, they are not at the top nor do they hold most of the market share. The company is known for having a high quality and a highly reliable product, but managing director Harry Rawlinson is not satisfied with the company’s standing success. The company has dabbled into three pricing segments with their products, which also matches a specific kind of consumer from each segment. Developers, Do-It-Yourselfers, and plumbers are the main consumers and play a big role when deciding what company or product to use when it comes to showers. Aqualisa needs to decide which of these three consumers would be ideal and most profitable when trying to push the Quartz to its full potential.

Aqualisa sells to developers through their ShowerMax brand in order to meet the developers’ specific needs. Though developers hold 20% of the total installation method of mixer showers, they don’t want an expensive product like the Quartz. Aqualisa must sell to developers through another brand due to developers seeing Aqualisa as too ‘high end’. Aqualisa has already adjusted their products to meet developer’s needs. Quartz unfortunately should not be one of them. Do-It-Yourselfers could be a better focus for Aqualisa due to the Quartz easy installation. The Quartz didn’t need demolition of a bathroom nor did it need a ton of know-how. Though again Aqualisa is already selling their Gainsborough line to this market. Plumbers hold 54% of the installation method of mixer showers. Not only is that more than half, but also 73% of the time the plumber plays a huge