Customers Shower buyers fall in three pricing segments: premium, standard and value. First,premium segment is conducted of people who mainly shop in showrooms. Their focus is on great service and high performance. Second segment is called standard. Customers in this segment rely on plumber recommendation and emphasize performance and service. Value segment conducts mainly customers who are primarily concerned with convenience and price. Thus, they lie to avoide!cavation and also tend to rely on independent plumber in selecting a product. Value segment falls in with "#$ maret, where people tend to buy in large retail shops, interested mainly in ine!pensive models that are easy to install and they are also strongly price sensitive. Channel %ain three channels of distribution are Trade shops, Showrooms and "#$ Sheds. #t is evident that "o&it&$ourself Sheds are dominant in sales for 'lectric Showers ())*.*** units+ , which are cheap and easy to install and designed for mass&maret. Followed by %i!er Showers (,*.*** units+ and -ower Showers (.*.*** units+. This represents buyers of lower pricing segment. Showrooms tend to be for more high end products and customers with higher income. /ere the best selling products are %i!er Showers (0*.*** units+, followed by 'lectric Showers ()).*** units+ and -ower Showers (.*.*** units+. Trade Shops are places most applicable for plumbers, where reliable product availability is more important then technical advice. %i!er Showers are here also the best selling product (11*.*** units+, followed by 'lectric Showers (22*.*** units+ and -ower Showers (33*.*** units+. Competition 45 %aretshare "ata shows us that 45 has 6ve players which sell more then 3**.*** units per year (data for year .***+ on the showers maret. These are: Triton ()1).)** units+, %ira (27*.*** units+, 8aniesborough (.*2.)** units+, 9:ualisa (3...*** units+ and %asco (3.*.*** units+. #f we focus on 'lectric Showers, 8ainesborough (9:ualisa brand+ is with 3,*.*** number of units sold on the .nd place, behind Triton (107.*** units+. #n %i!er Showers category, 9:ualisa is also second with 71.*** units (behind brand %ira with .**.*** units sold in year .***+. Company ; maret environment 45 shower maret had (hast had ashower. %any homes still had archaic, gravity based plumbing and cold water tan or cistern on the roof. Separate boiler and cylinder were needed to store hotwater in a nearby airing cupboard. Sound lie a good opportunity. 9:ualisa>s reputation was always strong in 45. #t was perceived as a top :uality shower, a premium brand with product :uality. ?uartz shower value (relative to consumers+ Comparing ?uartz shower with pump and 9:ualisa =*7 mi!er shower with pump,gives us a few main points. 9:ualisa =*7 mi!er shower with pump: & Standard segment & @etail price A 03) '4@ (B pump 10) '4@+A 327* '4@ -ros, Cons: B /igh :uality, reliable, state of the art technology & e!cavating the bathroom wall (two day Cob+, high price ?uartz shower with pump & -remium segment & @etail price A 3*,* '4@ -ros, Cons: B Dow price in comparison with 9:ualisa =*7, easy to install, small remote processor applicable anywhere, '!cavation not necessary, eEcient and reliable water pressure and temperature, Fone touchG control button, automatic temperature control. & Hone(