Aqualisa Target Market For Aqualisa's Quartz shower system to become more profitable and accepted in the stagnant and unimaginative UK market, Rawlinson must work to educate all potential consumers about the features and benefits of the Quartz shower system. More importantly, to gain the market share necessary for the Quartz system to succeed, Rawlinson must focus Quartz's marketing efforts on hobbyists and plumbers. These markets are the areas that this new product and technology would have the most direct effect on, they will be the installers of the product and, in most cases, the decision makers as to where the system will be installed. Without the acceptance and buy-in of 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 simply the reference market for Quartz showers, the data says that for showers with mixer taps, 20% are influenced by the plumber and not by the brand, 28% of consumers follow the plumber's advice on the brand and the type of shower to use and 25% it is the plumber who makes the decision and does not take any advice from the person they are doing the work for. That's 73% of the market for shower mixers that involves the plumber. The most effective way to reach this demographic is to take the product into their hands and let them try it; plumbers must be convinced that innovation in the electric shower market is beneficial for them and their work. Aqualisa's marketing team needs to work to enter more than the current 40% of commercial stores and can use these stores to try the Quartz product. During high-volume periods, have a few stations... middle of the paper... less of the luxury features, but still provide the basic functionality of a quartz product, with constant pressure and constant temperature, and made of sturdy materials that won't break after a short use. Lowering the price of the Quartz system, or introducing a lower cost system, might initially decrease profits for Aqualisa, but with a lower cost product, it could compete with the current unreliable systems on the market. However, once DIYers and plumbers start using the system, they will capture users and potentially increase its market share. Plus, with the prospect of more satisfied customers and plumbers, it brings the benefit of “word of mouth” advertising, users will start requesting it from plumbers and builders, and the potential of users being able to spend on the best luxury systems, because they now know and trust the Aqualisa brand.