CustomersShower buyers fall into three price segments: premium, standard and value. First, the premium segment consists of people who shop primarily in showrooms. Their goal is great service and high performance. The second segment is called standard. Customers in this segment rely on plumbers' advice and emphasize performance and service. The Value segment primarily targets customers who are primarily concerned with convenience and price. Therefore, they prefer to avoid excavations and also tend to rely on an independent plumber when choosing the product. The value segment coincides with the DIY market, where people tend to shop at large retail stores, primarily interested in inexpensive models that are easy to install, and are also highly price sensitive. Channel The three main distribution channels are commercial shops, showrooms and DIY sheds. It is evident that DIY sheds are dominant in sales of electric showers (550,000 units), which are cheap and easy to install and designed for the mass market. This is followed by showers with mixer taps (80,000 units) and power showers (20,000 units). This represents buyers from the lowest price segment. Showrooms tend to target high-end products and higher income customers. Here the best-selling products are mixer showers (70,000 units), followed by electric showers (55,000 units) and power showers (20,000 units). Commercial stores are the most suitable places for plumbers, where reliable availability of products is more important than technical advice. Showers with mixers are also the best-selling product here (440,000 units), followed by electric showers (330,000 units) and multi-jet showers (110,000 units). UK market share data shows us that the UK has five operators selling more than 100,000 units per year (data for the year 2000) on the shower market. These are: Triton (545,500 units), Mira (390,000 units), Ganiesborough (203,500 units), Aqualisa (122,000 units) and Masco (120,000 units). If we focus on electric showers, Gainesborough (Aqualisa brand) is in 2nd place with 180,000 units sold, behind Triton (479,000 units). Also in the Showers with mixers category, Aqualisa is second with 94,000 units (behind the Mira brand with 200,000 units sold in 2000). Company and market contextThe shower market in the UK had (has?) great potential, as only 60% did not shower. . Many homes still had archaic gravity-based plumbing and cold water tanks or cisterns on the roof. A separate boiler and cylinder were needed to store the hot water in a nearby airing cupboard. It seems like a good opportunity. Aqualisa's reputation has always been strong in the UK.