Case | HBS Case Collection | January 2002 (Revised July 2006)

Aqualisa Quartz: Simply a Better Shower

by Youngme E. Moon and Kerry Herman

Abstract

Harry Rawlinson is managing director of Aqualisa, a major U.K. 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.

Keywords: Problems and Challenges; Product Launch; Consumer Behavior; Product Positioning; Technological Innovation; Decision Choices and Conditions; Sales; Strategy; Manufacturing Industry; Consumer Products Industry; United Kingdom;

Citation:

Moon, Youngme E., and Kerry Herman. "Aqualisa Quartz: Simply a Better Shower." Harvard Business School Case 502-030, January 2002. (Revised July 2006.)