“Successful Leaders Have a Clear Sense of Purpose”. What’s Yours?

In: Business and Management

Submitted By sasipkanth
Words 6052
Pages 25
Aquafresh Premium: A New and Better Shower

Plumbing hasn't changed since Roman times. -Tim Robostelli, Aquafresh national sales manager

Harry Merced shrugged out of his overcoat and headed to the reception desk of the Bradford Hilton. "Can you direct me to the breakfast room?" he asked, "I'm meeting some guests from America." The receptionist indicated a hallway lined with photographs of the surrounding region's golf fairways and putting greens. "It's just to the left down there," she said. As he strode down the narrow corridor, Merced, managing director of Aquafresh (see Exhibit 1), a U.K. shower manufacturer, felt a surge of energy.

In May 2001 Aquafresh had launched the Premium shower, the first significant product innovation in the U.K. shower market since-well, to Merced's mind-since forever. But here it was early September 2001, and the euphoria surrounding the product's initial launch had long since faded. Merced knew the Premium was technologically leaps and bounds above other U.K. showers in terms of water pressure, ease of installation, use, and design. But for some reason, it simply wasn't selling.

Merced leaned forward as he began to explain his situation. Showers in the United Kingdom were plagued with problems. While everyone had a bathtub, only about 60 percent of U.K. homes had showers. Archaic plumbing, some of it dating to the Victorian era, was still common in many homes. For the most part this plumbing was gravity fed; a cold water tank or cistern sat somewhere in the roof, while a separate boiler and cylinder were needed to store hot water in a nearby airing cupboard.

Gravity-fed plumbing meant poor-to-low water pressure, about 3-4 liters per minute.' Gravityfed plumbing also created frequent fluctuations in pressure, which caused the temperature to noticeably vary from minute to minute. If the pressure from the cold water pipe…...

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