Problem StatementAqualisa launched the most important shower innovation in recent British history: the Quartz shower. The shower brings significant improvements in quality, cost and ease of installation. In product testing, the Quartz shower received rave reviews from consumers and plumbers. However, early sales of the Quartz were disappointing. Today, the company faces key issues regarding whether to change channel strategy, promotional strategy and overall product positioning (niche product or mainstream product) in the context of its product line. existing products. Analysis of the situationCompany: Aqualisa, 3rd in the shower market with 18% coverage, had a successful marketing strategy, which allowed it to benefit from a net return on sales of 25% and growth of 5% at 10% in a mature market. They have effectively segmented their markets and offer products tailored to the needs of each segment (range of 9 models covering the three types of showers used in the UK, ranging from 230 to 670). Their distribution relationships are strong and their positioning has helped them gain a good brand in the market. The company used Shower Max (specialty product similar to Aquavalve at a lower price than previously mentioned) to enter the developer market. Company Strengths* Strong reputation in the shower market* Highly profitable business* High quality products* Excellent service* Strategic use of Gainsborough brand will enter the market at low price. Company Weaknesses* Available only in 40% of commercial stores, 25% of total showrooms and 70% of total outlets* 10% defective products* Competition is catching up in product quality * Considered an expensive brandCustomers: Generally speaking, customers from different market segments have one common characteristic: they were able to identify problems in current showers, namely poor pressure, temperature fluctuations and breakdowns . Within this individual customer category, there are sub-segments based on varying needs. The description of customer categories follows a discussion of plumber behavior, which is essential to understanding the true nature of the market. Although they are not the end consumer, their role will be important for Aqualisa when creating an effective marketing strategy. Value Customers: Customers in this category are primarily concerned with low prices and convenience. Even if style or appearance are not their main concerns, functionality plays an important role. Price is very important for this category as they do not like to spend money on solutions that require excavation (as this would increase installation costs).).