New highlight for the market leader

Download: New highlight for the market leader (.pdf file)The new product is a variation on the T5 technology, and compared with the T8 technology used hitherto it provides a disproportionately greater amount of light. Juwel managing director Lars Larsen was quick to enthuse about the positive results: "The many comprehensive tests returned convincing results right from the start and dispelled any doubts about possible over-illumination. The results with regard to plant growth, especially of low-growing plants, were extremely impressive, even in the long-term tests. The plants displayed a magnificence rarely seen.""High-Lite" has been on the market since July, and all branded aquariums in the "Rio", "Vision", "Trigon" and "Lido" ranges are equipped as standard with the new lighting technology. However, the price of the complete Juwel aquariums, which are always fitted with a daylight and a warm light tube, has not increased drastically as a result, according to Lars Larsen. For Juwel Aquarium, "High-Lite" is the logical development of the T5 lighting technology for aquariums and their usual standard dimensions. To illuminate all aquarium sizes adequately, the company does not consider three tube lengths to be sufficient. Juwel Aquarium therefore offers six lengths to suit the respective dimensions of the tanks. To satisfy the wishes of its customers, the company also offers a "Colour" tube and two marine tubes ("Blue" and "Marine") in addition to the warm light ("Nature") tube and the daylight tube ("Day").Good response in EuropeThe new line is only distributed via specialist wholesalers and retailers. Stocking the valuable "High-Lite" tubes offers retailers a good opportunity to achieve reasonable profit margins on subsequent sales, stresses Lars Larsen. To promote retail sales, Juwel Aquarium offers both a standalone display unit with a revolving stand and an integrated shelf solution with special product holders. For customers who already have a Juwel aquarium, it's easy to upgrade to "High-Lite" simply by replacing the existing lighting bar with a new variant, as the external dimensions are identical.Lars Larsen appears surprised by the impact that the innovation has had on the rest of Europe. "The response was far more positive than expected. While we are happy to lay claim to a leading role in the introduction of new products in Germany, other countries across Europe have reacted with the same level of specialist interest. With the many orders in the…