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Prize winner
Case
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Reference no. 9-502-030
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 10 July 2006
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video. http://cb.hbsp.harvard.edu/cb/search/9-502-030?Ntk=HEMainSearch&N=0

Abstract

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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2001.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

Aqualisa

Featured protagonist

  • Harry Rawlinson (male), Managing Director

About

Abstract

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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2001.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

Aqualisa

Featured protagonist

  • Harry Rawlinson (male), Managing Director

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