Client: Aqualisa
For Aqualisa ‘A great day starts with a great shower’. For us, a great brand starts with a great brand review. Our brief was to provide an independent assessment of this much loved UK shower brand with a reputation for innovation. The task required getting closer to key audiences from installers to homeowners, all the way through to existing and emerging channels in the supply chain. The review was used to assess current and future needs and to set the brand up for a step change in growth and profitability in readiness for sale by VC owners LDC. The successful sale of the business in 2022 for £130M was based on achievement of the EBITDA and growth target.
Since 1977 Aqualisa has been pioneering the way in which we shower, starting with the introduction of the revolutionary bimetallic, thermostatically controlled shower valve, allowing shower temperatures for the first time to be stable and safe. With major developments in digital and smart shower technology and the challenges of managing the different needs of homeowners, installers and channels, Aqualisa wanted to review what was needed to position the brand in the right way, to the right audiences.
CMDi developed a robust, but efficient, research based programme, designed to assess Aqualisa in the market, understand current positioning and identify opportunities for growth. The methodology included both internal and external research, starting with the development of a set of ‘killer questions’ to dig deeper into challenges. The research included brand perception and purchase journey mapping, assessment of brand stretch into smart bathroom technologies and key audience insights to inform marketing and communications.
The programme provided a 10 point summary to enable the development of a clear brand strategy. CMDi involved all internal stakeholders along the journey to ensure the client team were informed and engaged, as well as presentations to the board and investors.
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CMDi at all stages of the study acted as an extension of the AQUALISA team. Their care and passion for the brand and adding value to our process was first class. The CMDi team went above and beyond to ensure all key stakeholders were communicated to and the study was digested by all. CMDi are a great partner and I look forward to future projects with their team.Mike Simpson, Aqualisa Products |