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Reference no. 9-502-030
Prize winner
Subject category: Marketing
Published by:
Harvard Business Publishing (2002)
10 July 2006
18 pages
Data source:
Field research
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This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Harry Rawlinson is managing director of Aqualisa, a major UK 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.


Consumer marketing; Market entry; Market positioning; Marketing channels; Marketing strategy; Product development; Product introduction; Product positioning; Consumer behavior
GBP8 million
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