Aqualisa Target Market For Aqualisa's Quartz shower system to become more profitable and accepted in the UK's stagnant and unimaginative shower market, Rawlinson must strive to educate all potential consumers on the features and benefits of the Quartz shower system. Most importantly, to gain the market share necessary for the Quartz system to succeed, Rawlinson must focus Quartz's marketing efforts on DIYers and plumbers. These markets are the areas where this new product and technology will have the most direct effect. These will be the installers of the product and, in most cases, the decision makers as to where the system will be installed. Without acceptance and buy-in from these two key markets, the Aqualisa Quartz shower system will not increase its market share or change the perception of showers in the UK. Why plumbers? Plumbers are quite simply the target market for Quartz. For showers, data indicates that with mixer showers, 20% are influenced by the plumber and not the brand, 28% of consumers follow the plumber's advice on which brand and type of shower they should use , and 25% are simply the plumber making the choice. decision and takes no advice from the person they are doing the work for. This represents 73% of the mixer shower market which involves the plumber. The most effective way to reach this demographic is to get the product in their hands and have them try it; plumbers need to be convinced that innovation in the electric shower market is beneficial for them and their work. Aqualisa's marketing team must work to penetrate more than 40% of current commercial stores and can use these stores to demonstrate the Quartz product. During high volume periods, have a few stations in the middle of paper......with fewer luxury features, but still offering the basic functionality of a Quartz product, with constant pressure and constant temperature. , and made of sturdy materials that will not break after short use. Lowering the price of the Quartz system, or introducing a lower cost system, could initially decrease Aqualisa's profits, but with a lower cost product it could compete with the unreliable systems currently on the market. However, once DIYers and plumbers start using the system, it will get users hooked and potentially increase its market share. Additionally, with the prospect of more satisfied customers and plumbers, brings the benefit of "word of mouth" advertising, users will begin to demand it from plumbers and builders, and the potential of users who can make splurge for the best luxury systems, because they now know and trust the Aqualisa brand.