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2011 DI STEFANO Mélissa, FAVARD Camille, FRYCKOVA Veronika, JEANNIN Camille, RIBEIRINHO Nelson, THELOT Laëtitia group B1 Marketing 3.0 14/10/2011 Zodiac Final Report

Nos projets - Projets 3A - Challenge Zodiac - Projet 3 - B1 – Dossier

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Page 1: Nos projets - Projets 3A - Challenge Zodiac - Projet 3 - B1 – Dossier

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2011

DI STEFANO Mélissa, FAVARD Camille,

FRYCKOVA Veronika, JEANNIN Camille,

RIBEIRINHO Nelson, THELOT Laëtitia

group B1

Marketing 3.0

14/10/2011

Zodiac Final Report

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OUTLINE

Executive summary ....................................................................................................................................................... 1

Part 1: Background situation ........................................................................................................................................ 2

A. Analysis of the current positioning and marketing mix .................................................................................... 2

B. Our recommended positioning ......................................................................................................................... 4

Part 2: Brainstorming .................................................................................................................................................... 5

A. Enhance communication with dealers ............................................................................................................. 5

B. Inform and attract customers ........................................................................................................................... 5

Part 3: Marketing plan .................................................................................................................................................. 6

Marketing objectives ............................................................................................................................................ 6

Marketing strategy ................................................................................................................................................ 7

Marketing mix ....................................................................................................................................................... 7

Action plan & timing ............................................................................................................................................. 9

Budget ................................................................................................................................................................. 10

Illustrations’ outline .................................................................................................................................................... 11

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EXECUTIVE SUMMARY

Zodiac is the leader on the market of mineral water treatment. Even though the potential market is

huge, sales are not growing and actual customers do not renew cartridges. The issue that company faces

is crucial: How to increase sales and acquire customers’ loyalty? Zodiac Nature 2 positioning is : "Sans

doute la solution idéale pour avoir une eau pure et douce ». However, from the marketing mix analysis

we found out a strong discrepancy between what the company wants to stand for (positioning) and the

message received by the consumers (communication). Not only the product may be perceived as

expensive by the customer (no transparency about the installation and final cost), but also there is a

confusion about the chlorine’s action. If a customer chooses a mineral solution, it is because he doesn't

want to use chlorine in the process and as a result can reject the purchase of our product. In addition,

the previous product which had reliability issues is still on the market and no communication was

released regarding the topic. In a nutshell, the communication (for both consumers and dealers) is the

main issue, but can become the differential advantage for Nature2.

Our marketing campaign will alternate pull strategy activities during low seasons and a push strategy

during high seasons. The pull strategy is essential: Nature2 Fusion is a valued product, implying some

risks. We face three targeted segments which need to be educated: existing customers, 70% of pool

owners who are currently using chlorine and future pool owners. Solutions to remind actual customers

to change the cartridge are multiple: sending emails and SMS, putting sticker on the machine... Vodcasts

to explain the installation to dealers and about advantages of the system for customers should be made

in order to present the product and provide some marketing messages. Having an online presence is

indispensable to strengthen the communication with customers that is currently inexistent: post videos

on YouTube or use Twitter and Facebook, create a forum on the website and reorganize it. It may be

very efficient to create a community so that consumers can get attached to the product and to the

brand. As a result, we have to hire a person responsible for the control of information on the Internet.

Zodiac should focus more on its differential advantages such as using natural minerals to treat water

and the ease of use... In addition, there are opportunities to acquire other differential advantages by the

acquisition of a certification for example, which will reinforce the reputation of the brand, currently

infamous. Another interesting alternative to boost their sales and optimize the merchandising is to

organize a competition between the dealers to win a trip abroad.

What does this mean for Zodiac? By 2015, we plan to reach a 12% market share by focusing on recently

built swimming pools (10% each year), which represents about 265 000 devices according to our

forecasts, including the current 32 000 products in France plus almost 62 000 with new swimming pools

and the rest by selling other devices. Regarding the renewed cartridges, we want to reach a replacement

rate of 75% by 2013 after the launch of the promotional campaign. These objectives are reachable and

as we have seen, the opportunities are present.

Zodiac is currently facing an issue, but by implementing an effective and efficient communication

strategy, the leader on the market can not only easily reach our targets, but exceed them.

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PART 1: BACKGROUND SITUATION

A. ANALYSIS OF THE CURRENT POSITIONING AND MARKETING MIX

Zodiac’s current positioning for Nature 2 is: "Sans doute la solution idéale pour avoir une eau pure et

douce". In order to see if this positioning is optimized, let’s have a closer look on its marketing mix.

1. PLACE

Zodiac has a 100% indirect model of sale (B to B to C). Overall, there are 2 000 certified resellers

specialized either in heating or pool installation, however only one fifth is actively selling the product. As

long as the resellers are the main prescriptors; their credibility is at stake. Nature 2 products are

considered as risky products: Zodiac has no competitor on the market and in addition its last product

had issues and had to be removed from the market. The company offers a high level training and

organizes exhibition stands so as to promote new products. In addition, a special section on the website

designed for them (not accessible by the customer) and according to Zodiac, they also receive special

brochures. Nevertheless, no special incentives are offered to them.

2. PRICE

The price starts at 299 € for the device itself, and is comprised between 69 and 99 €, taxes included, for

the cartridge. As a result, the product may seem expensive, as you have to add the installation costs (not

detailed on the website), plus the cost of the cartridge's replacement after the season.

Zodiac points out that Nature2 is cheaper compared to other treatments if we take in account

price/efficiency. However, Nature2 remains twice more expensive than chlorine, that represents 60% of

market.

3. PRODUCT

The principle of the product Nature2 Fusion:

This system combines two technologies that are a cartridge and a chlorine distributor.

The cartridge is composed of active ceramic mineral for an autonomous treatment of the water during 6

months. The ceramic balls in the cartridge contain copper and silver. These components have a

disinfecting and clearing action.

The chlorine distributor can stock 10 chlorine pebbles, which represent autonomy of almost two

months. When the water is filtrated by the cartridge, the chlorine distributor diffuses the necessary

amount of chlorine for an optimized disinfection.

The product Nature2 Fusion has the following features: guaranty 3 years except for the cartridges,

mineral purification of swimming-pool water, ceramic innovation, few quantity of chlorine, clearing

system and bactericide system.

This product fit all sizes of swimming-pool (from 20 to 170 m3).

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This product is simple, healthy, and comfortable when you use it. However, the company found out that

customers do not change their cartridges every 6 months or every year (depending on the utilization). If

the costumers do not change the cartridge, the device does not work as effectively.

Globally, every 5 minutes a product is sold in the United States, which is not the case of Europe. Zodiac

had problems with a previous product of the same range: Nature2 Pro Plus. Because of this product, the

sales do not grow; dealers do not trust the products anymore. This unfortunate experience had a bad

effect on the corporate image and on the reputation of the company.

Furthermore, this company creates a lot of new products each year. For example, 20 products have

been created in 3 years. Even if it is very important to innovate, Zodiac should innovate less and focus

on existing products.

4. PROMOTION

Zodiac has opted for a strong marketing communication with 40 promotional actions a year. These

actions include TV, retail shops, and magazines. It also has a web page with three different sections:

corporate (information about the company), professional (dealers can login) and customers.

However, too much information can create confusion, customer can be lost when visiting the website:

where to start his research, which section to go (pictures are confusing)…

Moreover, there is an absence of community. The website is very impersonal; customers should be able

to identify themselves with other customers. The perceived risk of installation would be reduced.

The marketing is not focused enough on added values. The whole communication insists on innovation

instead of health, quality, and ease of use or efficiency. There is a discrepancy between the positioning

(ease of use) and the communication (innovation).

There is also no communication for mothers who are worried about disadvantages and consequences of

chlorine treatment, and can be the first users to seduce. On actual brochures, we see a young woman

who takes care of her skin. The customer expects more to see a picture of a mum enjoying the comfort

and a clean pool without chlorine.

Zodiac has currently only their dealers as main prescriptors, however other actors could become their

prescriptors as well, for instance the dermatologists. Zodiac does not seem to take advantage of word of

mouth, which is the cheapest and most efficient marketing strategy. There are no “round table

conferences” organized for customers. There is a clear absence of Pinko marketing: no co-creation with

the customer.

In the recent past, Zodiac had to remove from the market its product because it had issues.

Nevertheless, the company should have emphasized that all products were removed, replaced for free,

and made it explicit how they improved the product.

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B. OUR RECOMMENDED POSITIONING

Based on the marketing mix analysis, we can conclude that the actual Zodiac positioning for Nature2 is

not optimized. The product has several main weaknesses; however there are opportunities to improve

as we can deduce from the SWOT analysis as well (illustration n°1). Let’s have a look at these right now.

First of all, the market has a huge potential: at least 70% (this represent chlorine users) of the market is

compatible with Nature2 products. The market is not saturated; Zodiac can still gain pieces of the

market thanks to its product compatibility. As a result, a communication more focused on it seems

necessary.

Creation of relationship with dealers is a must: Zodiac can offer better training and improve the

brochures. The company should give them tips for sales, ask them for feedback. The final goal is to

create trust and loyalty by understanding their values, needs and visions (purpose-identity-values

model).

The new Zodiac’s product is entitled Nature2 Fusion. This name is too close to the previous product

Nature2 Pro Plus, so it is difficult to dissociate the previous and the actual product. It could be a good

idea to change the name of the product or to insist on the word FUSION instead of Nature2.

Regarding the product itself, Zodiac should focus more on efficiency/price comparison. The product will

not seem as expensive as it may seem now. Another option is to offer bundled price or discounts. Last

but not least, Zodiac should become more transparent about prices and the total cost by giving concrete

examples of people who have installed the system by a specialist.

Promotional actions do not seem very efficient if we take in consideration their amount and quasi no

impact on sales. Zodiac should privilege the quality of their promotional actions instead of quantity. In

addition, it has to reorganize its website, make it more complete and more comprehensive. Why not to

include articles, open forums for discussions, use pictures?

The relationship with customers is crucial. They are using the product and know exactly what they like or

do not appreciate about it, what they would change. The Pinko marketing finds its whole sense here.

Zodiac should organize “round table conferences”, manage discussions on forums etc.

Today, Zodiac’s prescriptors are dealers; specialists in pools and heating. However, what about including

dermatologists as well? They can insist on its healthful effects and consequently convince easily some

customers of the benefits of the product, thanks to their credibility. Mothers are also a significant

target: once they are convinced, they are also a credible source of WOM.

Last but not least, Zodiac should become more open. For instance, they should use the former product

in order to recreate trust and relationship with dealers and customers by explaining exactly what went

wrong and what was done in order to avoid problems in the future.

The actual positioning of Zodiac does not focus on the key advantages of the product: ease of use, less

expensive compared to other methods, comfort, health, compatibility.

Our recommended positioning is as follows:

« Une solution confortable à un prix raisonnable, pour une eau naturellement purifiée».

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PART 2: BRAINSTORMING

A. ENHANCE COMMUNICATION WITH DEALERS

Failure of previous device: We have to face a major problem. First of all, Zodiac could distribute some

brochures about the product to the dealers. These brochures must comprise information about the

product. Zodiac should include statistics that compare the annual cost of Nature2 Fusion with a classical

chlorine device. Thus, it will strengthen the reputation of the brand, stained by the previous Nature2

product. These brochures must feature guidelines and advice on selling technique regarding the product

itself. This guidance must put forward the ease of use of the product, a speech based on the overall

system of the product (where and when to reload the cartridge and where to refill the chorine), and

insist on the fact that the product must be reload once a year (which constitutes a benefit for the

consumer given that he can save money in the long run), and instill on dealers mind that the reload of

the cartridge entails consumer fidelity. In order to optimize the communication with the resellers and

deepen the presentation of the product features, vodcasts and videos for the resellers will be released

on Internet

Dermatologists & label: Zodiac could also kill two birds with a stone by either providing a medical report

on the water treatment or setting up conferences with dermatologists. Furthermore, Zodiac must

prospect some entities so as to get a label, which prove the dealers and the consumers that Nature2

Fusion abides by deontological rules. Nevertheless, we remain cautious because a label might shift into

a double-edged sword because some institutions find out that the labels were not that reliable (some

are not only bribed but also biased or unofficial). Zodiac must choose the most reliable label to

conserve some credibility. (More and more consumers shrug labels). Nature2 Fusion has already an

American label; they should communicate more on this label and maybe get the French equivalent.

Conferences about former product: Zodiac should try to replace the bad image they had with the last

product (Nature2 pro plus) by doing a communication meeting/press conference (only for dealers) to

say that they did a mistake on the last product but thanks to the R&D they found out the right way to

make the product work correctly, they could also do promotion for dealers about the former product.

“Dealers’ challenge”: Zodiac could settle a challenge among its dealers, in which the price would be a

voyage. It will stimulate them and incite them to promote Nature2 Fusion. They could also receive

bonuses for sales.

B. INFORM AND ATTRACT CUSTOMERS

We think about focusing on the cartridge in order to attract customers and incite them to come back to

the resellers' shop. Indeed we know that it has to be changed twice a year; consequently we thought of

different ideas that will make the client aware of the process by:

- Creating an application with Smartphone: a large part of population owns a phone with

application either with Android market or Apple store, through this popular system of

downloading an application about store, resellers (on the B to B), or even information about the

product seem to be a good way of approaching our customer.

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- Sending a message at the beginning of the season: a system containing the data about

customers sending automatically a message to remind the client to change de cartridge. In order

to struggle against the reticence of the resellers to sell the cartridges, this reminder must

include the address of the closest reseller. Thus, the reminder may foster fidelity to the brand

and the reseller.

- Make a phone call to see if the customer is satisfied after one month of use.

- Using geolocalization: When a customer is located near a reseller’s shop, he will receive a

message on his cellular, information about new range of product. It would be like flash

information. However, problems linked to 3G may appear.

- Using Email + SMS: sending information on the product by sms or email. We would use this

system only if the customer has already bought a product from the reseller and is registered in

the database of the company otherwise we know that a lot of people are reluctant to receive

daily ad. We were also considering mail to avoid spamming, however this is not an

environmentally friendly solution.

- Round tables where Zodiac can join the customers and the dermatologists; they can discuss

health advantages of the product.

- Put a sticker on the product: The date of purchase would be written on the sticker. It could

remind customers to change their cartridge.

- Youtube spot in order to create a buzz and promote the product, which is not known enough.

- Sending some samples of cartridges and devices to bolster the communication strategy through

the distribution process, from the retailers to the consumers? Thus, the reseller can afford to

appraise the efficiency of the product by himself. It is an opportunity to be seized in the

condition that Nature2 is reliable.

- Asking to the customers to give back the used cartridge to the dealer, in exchange of something

(reduction, special offer, or presents for kids…). This can be a way to remind the customer to

change the cartridge.

PART 3: MARKETING PLAN

MARKETING OBJECTIVES

In the long run our objective is to tap into the chlorine treatment market. In order to achieve such an

objective, we have elaborated a peculiar strategy, split into two major goals.

On one hand, we intend to equip 1 out of 10 recently new built swimming pools. On the other hand, we

will devote our intention to strengthen our relationships with resellers, and, in parallel with final

consumers.

Although the company flounders because of the previous Nature product, we must persuade the

remaining 1600 resellers to opt for our product and the current ones to keep it. As a matter of fact, we

plan to make these latter sell more than 140 0001 from now to 2015. We will resort to enhancing the

1 12% of market share = 265986. Thus, 140000 = 265986 – 32000 current devices – 61656 forecasted sales (to new owners).

Resellers will sale 140000 to current owners of swimming pools.

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communication with distributors, push them to value our product and incite customer to purchase it

(Reseller challenge).

MARKETING STRATEGY

Targeted segments

We face three targeted segments: existing customers, 70% of pool owners who are currently using

chlorine and future pool owners. First of all, our existing customers are 32 000 and need to be

encouraged to renew the cartridges. Our second target, owners who are using chlorine and those using

any kind of chlorine distributor, are 84 0002 and represent a key target. We have to seduce them with

our products. Finally, we should not forget people who are thinking about constructing pools. They

represent a vital target as well: more and more pools are installed every year, around 10%. During the

construction period, they choose the type of product they will use to treat their pools; as a result they

search a lot of information in order to choose the product that fits them.

Differential advantages

Nature2 Fusion has differential advantages on which we need to focus. First of all, our product is natural

as it uses a mineral cartridge. This cartridge provides not only a better quality of water, but also destroys

bacteria, controls algae, optimizes the chlorine's role and stabilizes the pH. Also, it is a remedy for the

negative effects of chlorine: it uses a mineral element composed with chlorine; as a result, the amount

of chlorine in the swimming pool is reduced. Moreover, it is an automatic distribution of chlorine.

Indeed, it is very easy to use as the consumer does not have to touch the chlorine, he does not even

have to think about it and renew the chlorine every week because there is always the right amount of

chlorine distributed. The price is low compared to other kinds of natural treatment, but remains higher

compared to chlorine.

MARKETING MIX

In our marketing mix we will focus on place and promotion, as we cannot change neither the product

nor the price significantly.

PROMOTION

Online presence

In today’s globalized world, an efficient and effective website is essential. It is the place where

customers will find all the information they need. In our new marketing mix, we reorganize the website

of the company in order to avoid the “mousetrap fallacy” (focus too much on innovation instead of

needs). The new website will be less confusing (change of the icons), less blue (the website will be more

legible) and will include publicity and news about recently launched products and events (as round

tables). In addition, there will be a link to a forum where customers can discuss the products and their

experiences, as well as a link to the Facebook or Twitter page. You can find an illustration of the new

website at the end of this report (p.17-18).

2 70% of chlorine users, 1,2Million in-ground pool owners so 0,7 x 1,2M = 84 000

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In order to have a complete online presence, we encourage the use of Twitter and Facebook:

customers as well as the dealers should know what is currently going on, what the company’s future

plans are. Take advantage of YouTube is an interesting option too: videos will be posted in order to

create a buzz and encourage WOM. We will create a new video for the customers. It is true that a video

in destination to the customer already exists, however it is not very efficient. Zodiac should take

inspiration from the video they did for Nature2 Pro plus: it was more entertaining and the benefits of

the product were better presented (you can watch it here:

http://www.youtube.com/watch?v=c2WvOYK_ER0). It was more focused on women whereas in the

video they did for Nature 2 Fusion, they targeted both man and women; nevertheless none of them was

really pumped up by the product. Women will be the ones that appreciate more comfort and the ease

of use, so Zodiac should target them at first.

All these actions require a person responsible for the control of the information on the Internet. This

person would not only be responsible for surveying the information available, but also for participating

at the public forums (as an individual, not the company, to promote and give positive information and

have some feedback from the consumers), creating just one website for the product (there are too

many which leads to confusion), or for making Zodiac information better referenced when searching

about natural treatment through a browser such as Google. His/her another important task would be to

get rid of all the videos, advertisements, information concerning the previous product which is still on

the market even thought it had reliability issues.

Creation of loyalty with our customers

Our customers have to come back to renew their cartridges. That is why we will ask them to register

when they buy the product so Zodiac will be able to send them an e-mail and/or SMS to remind them

that they have to change the cartridge after the season In addition, a sticker on the fusion machine with

the date of sale and with the address of the closest dealer is a must and will be included. Another option

in order to increase this loyalty would be to offer affinity programs or special recognition programs to

long term customers.

We ask customers to give back the used cartridge to the dealer, in exchange of presents for kids (pens,

balls for swimming pools…).

Financial discount on next cartridge when a customer buys the Fusion system (cartridge plus the system)

will be offered to customers as well. Customers will receive an SMS telling them that he/she is eligible

for discount on his/her next cartridge.

New catalogues and flyers

Actual brochures for customers are too technical, detailed, and not enough eye catching. Customers

need to identify quickly the added value by Zodiac. Consequently, we change their actual Zodiac’s

brochures; you find an example of a brochure for customers as well as for dealers among the

illustrations (p.13-16). These brochures point out the differential advantages of Zodiac. Small flyers will

be distributed by mail as well.

Round tables with dermatologists & label

Zodiac has already acquired a label in the US, however this is not the case of Europe. That is why we

envisage a European label which would certify the quality of the product. In order to acquire this label,

Zodiac will organize round tables with dermatologists in order to gain in credibility.

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Public Relations

Zodiac already has a good presence in professional press. However, company has to participate more

actively in showrooms for dealers and at exhibitions in order to promote the product. Zodiac can make a

video for showrooms explaining how to install the system and emphasize its advantages. It has to be

explained clearly how to install the system: there will be a demonstration with some schemes inside.

The dealers install the product, so it is vital that they understand it well and don’t find it complicated,

otherwise they won’t promote the product to our consumers. The video also has to explain how the

device is working, that means the way the two cartridges are completing each other in order to make

dealers able to explain it correctly to the consumers.

PLACE

Regarding the last element of our marketing mix, it is crucial to keep the margins for dealers as they are

the main prescriptors. Create a competition among them seems a good way to boost their sales: why

not offer a trip abroad for dealers who realize the highest sales? In addition, we will publish a new

brochure for them. The current one is too technical and not clear enough. You can see an example of

our brochure at the end of this report (p.15).

ACTION PLAN & TIMING

PULL STRATEGY

PUSH STRATEGY

DATE ACTION DATE ACTION July 2012 - Create only one website.

- Beginning of the restructuration of the website. (Deleting information about the previous product and new design).

- Send dealers a video in which a Zodiac Poolcare responsible explains why the previous product failed and what they did to change it within the R&D.

- Animation: put at the first stage the new product.

July 2013 - Keep in touch with dealers about eventual concerns.

August 2012 - Conception of a new brochure for dealers and customers.

- Get rid of all the videos, advertisements, information concerning the previous product which is still on the market.

August 2013

September 2012

- Edition of the new brochure for dealers and customers.

- Creation of a Facebook page.

September 2013 - Control the information on the internet: manage what is said on public forums

October 2012

- Creation of vodcasts for dealers; objective: explain the installation and how the product works.

October 2013 - Spread the sms system

November 2012

- E-mailing to 1.600 dealers who have not sold the product yet.

- Agreement with dealers to share customers' data.

November 2013 - Analyze the first year strategy: volume of sales, feedbacks about promotion and communication.

December 2012

- Be active at national showrooms for customers. Show our product to customers during "Le Salon de la Piscine & du Spa" which takes place in Paris at

December 2013 - Be active at national showrooms for customers. Show our product to customers during "Le Salon de la Piscine & du Spa" which takes place in

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BUDGET

the beginning of December. Paris at the beginning of December.

January 2013

- Publish the Vodcast on YouTube. Send it to the dealers.

- Creation of posters.

January 2014 - Organize interviews and meeting with dermatologists.

- Organize a contest for the dealers with the highest volume of sales.

February 2013

- Make a buzz on social network. - Create a forum on our website on which

customers can discuss.

February 2014 - Interview with dermatologists and eventually process to get the label "testé dermatologiquement".

March 2013 - Improve publicity in dealers’ stores thanks to new big posters.

March 2014 - Focus on professional press, article about our new product.

- Actualize the Facebook and Twitter profile with the first year result.

April 2013

- Optimize the merchandising. April 2014 - Download a video on YouTube focusing on the benefits of the product (family comfort).

- Optimize the merchandising.

May 2013 - Agreement with dealers about discount on next cartridge when you buy the Fusion system (cartridge + system) for customers

May 2014 - Control the information on the Internet: manage what is said on public forums

June 2013 - Control the information on the internet: manage what is said on public forums

June, July, August 2014

- Keep in touch with dealers about eventual concerns.

September 2014 - Trip for the best dealers.

Task Information Budget

Creation of the website Computer graphics specialist; 50 €/h, 3 days (7 h/day) 1 250

New brochure for dealers New brochure for customers

2000 dealers; 2 brochures 60 000 brochures/2 years

876 7 629

Edition: new brochure for dealers Graphic designer (about 10 h/brochure) 500

E-mailing to the 2000 dealers 119

National showrooms Average price for a mere stand with equipment = 1000 € (sign in) + 20 €/h for 2 representatives (10h). There are 3

showrooms in Nantes, Montpellier, Paris 7 200

Create a forum on our website An employee of the company who spends 2 hours per

week to answer questions 1 700

Control of the information on the internet 10 h/month 12 000

Spreading of the sms system 10000 sms = 1000 1 000

Download a video on YouTube about the benefit of the product (family comfort)

Hire a professional to record the video. We assume that 20 hours are needed and the professional asks

100€/hour 2 000

Keep in touch with dealers about eventual concerns

Part time employee responsible of relations with resellers

20 000

Trip for the 3 best dealers 3 trips which costs 2000 euro each 6 000

TOTAL 60 274

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ILLUSTRATIONS’ OUTLINE

N°1: SWOT Analysis............................................................................................................................................. 12

N°2: Brochure for customer ................................................................................................................................ 13

N°3: Brochure for dealers ................................................................................................................................... 15

N°4: Website home page.................................................................................................................................... 17

N°5: Website product page ................................................................................................................................ 18

N°6: Marketing objectives explanations............................................................................................................. 19

N°7: Budget explanations ................................................................................................................................... 22

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N°1: SWOT ANALYSIS

FORCES

Leader on the market (no direct competition) Product cheaper compared to other treatments, if

we take in account efficiency/price Reduce the manipulation of chemical products Erase the disadvantages of chlorine Big brand, internationally known Easy to use EPA approved in the US (Environment Protection

Agency)

WEAKNESSES

No incentives for dealers Only every fifth sales the product Only dealers are the only prescriptors Product seems expensive: no transparency about

the total cost (twice more expensive compared to chlorine)

No discounts or bundled price offered Confusion: a chlorine product or not? Product has to be installed by a professional Former and previous product still on the market! Previous product had reliability issues Inaccurate communication -> brochures

inadequate for customers who are not specialists (as compared to the dealers), confusing website

No communication for mothers No use of WOM Absence of pinko marketing Discrepancy between positioning and

communication

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La solution naturelle

pour votre bien-être

Minéraux + Chlore

Simple d’utilisation

Compatible avec tous systèmes

Contrôle des bactéries et algues

Optimise le pouvoir du chlore

Tout en un

système nettoyant minéral

+ distributeur automatique de

chlore

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14

Dosage de chlore

contrôle la quantité de chlore

distribué grâce à un ajustement

programmable

Nature2 cartouche minérale

utilise des minéraux naturels pour

ggfournir une meilleure qualité d'eau

ggdétruire les bactéries

ggcontrôler les algues

ggoptimiser le rôle du chlore

ggstabiliser le pH

Connecteurs universels

installation rapide avec

ggpeu de maintenance,

ggdes connections faciles,

ggsans besoin d'électricité

ZODIAC POOL CARE

www.nature2.fr

Remplacement

des cartouches :

1 fois par an

Respect environnemental et simplicité

• Traitement de 20 à 170 m3 d'eau (4 modèles de cartouches Nature 2® Fusion • Fonctionne uniquement avec du chlore lent stabilisé de type “TRI-CHLORO" (en galet) • Pour piscines hors-sol (kit d’adaptation

pour tuyau souple Ø 32 ou 38 mm inclus) ou enterrée (raccords pour tuyau rigide Ø 50/63 mm en standard) • Installation à la construction ou sur piscine existante

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15

ZODIAC POOL CARE

www.nature2.fr

Tout en un

système nettoyant minéral

+ distributeur automatique de chlore

Le principe naturel : - Traitement naturel à base de trois minéraux :

céramique, cuivre et argent

- Clarifie l'eau et génère naturellement un effet

bactéricide et algicide

- Optimise l'efficacité du chlore grâce à l'action

minérale, diminue donc la quantité de chlore utilisée

L'action : - Diffuse automatiquement les minéraux pendant 6 mois

d'autonomie (une saison)

- Distribue du chlore automatiquement et régulièrement grâce à un

réglage simple avec une molette, pendant une autonomie de 2

mois (capacité de la cartouche)

L'installation :

- Installation facile, sans alimentation électrique nécessaires, ni de

programmation

- Installation possible sur construction et sur piscines existantes

Remplacement

des cartouches :

1 fois par an

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16

TARIF HT Nature2 Fusion (hors cartouche)

Cartouche 15 Cartouche 25 Cartouche 35 Cartouche 45

Volume d'eau à traiter 20 > 40 m² 40 > 90 m² 90 > 130 m² 130 > 170 m²

Nature2 Fusion 250 € 58 € 66 € 74 € 83 €

Caractéristiques techniques

Pression maximale en service 3,4 bar (50 psi)

Débit d’eau à l’intérieur de la cartouche jusqu'à 5 m3/h

Débit maximum admissible (dans le diffuseur) 25 m3/h (bypass obligatoire au-delà)

Débit minimum (dans le diffuseur) 6,5 m3/h

Débit d’eau autorisé dans le circuit de filtration 25 m3/h (bypass obligatoire au-delà)

Température maximale de fonctionnement (eau) 32 °C

Volume d’eau traité Jusqu'à 170 m3

Poids de NATURE² FUSION (hors cartouche) 5,0 kg

Poids de la cartouche 300 à 500 g (suivant modèle)

Raccordement tyauterie rigide (piscine enterrée) DN50/63 mm (standard)

Raccordement tyauterie souple (piscine hors-sol) 32 ou 38 mm (kit inclus dans l'emballage)

NATURE² FUSION / Dimensions hors-tout (L x l x h) 42 cm x 31 cm x 42 cm

Cartouche / Dimensions (D x h) 9 cm x 24 cm

Généralités

Type de chlore (galets uniquement ) Chlore lent stabilisé en galets de type "Trichloro-S-Triazinetrione" (ou acide trichloro-isocyanurique, également, également nommé "trichloro" ou "ATCC")

Contenance du compartiment de galets Le compartiment de galets peut contenir jusqu'à 2,5 kg de chlore lent stabilisé (10 galets de 250g empilés), soit une autonomie de 2 mois environ (pour une piscine de 50m

3 – dans des conditions normales

d'utilisations – hors conditions climatiques exceptionnelles)

Autonomie de la cartouche Fusion 6 mois à compter du placement de la cartouche dans le purificateur

Garantie NATURE² FUSION (hors cartouche)

3 ans

Garantie cartouche A l'installation uniquement

ZODIAC POOL CARE

www.nature2.fr

ZODIAC POOL CARE

www.nature2.fr

Respect environnemental et simplicité

Les cartouches sont compatibles avec le système Nature² DuoClear

Page 19: Nos projets - Projets 3A - Challenge Zodiac - Projet 3 - B1 – Dossier

17

Services Produits Accueil A propos

de Zodiac

Trouver

revendeurs

Espace

pro Contact

Nouveau

Nature² Fusion

purificateur

minéral

Soyer les premiers à

découvrir les nouveautés

[email protected]

Like sur

Facebook

Page 20: Nos projets - Projets 3A - Challenge Zodiac - Projet 3 - B1 – Dossier

18

Services Produits Accueil Trouver

revendeurs Contact

Robots

nettoyeurs

Purificateur

minéral

Chauffage

Filtration

Electrolyse

au sel

Déshumidificateurs

A propos

de Zodiac

Espace

pro

Page 21: Nos projets - Projets 3A - Challenge Zodiac - Projet 3 - B1 – Dossier

19

N°6: MARKETING OBJECTIVES EXPLAINATIONS

Market information

Whole population 1 600 000,00 Relative non consumers 1 120 000,00 (0,6+0,1)*1 600 000

Consumers 32 000,00 0,02*1 600 000

Theoric Potential Market 1 152 000,00

Net penetration rate 3% 32 000/1 152 000

Market share 2%

We have to establish a double objective, not only regarding the replacement rate of the cartridges but also the number of devices sold.

Increase the cartridges' replacement rate

Current replacement rate 50% Objective

Which represents only 16000 0,5*32 000 2012 75%

A shortfall in volume 16 000 32 000-16 000 2013 80%

Which represents 1 600 000 € 16 000*100 2014 85%

We assume that the price of a cartridge is 100€ 2015 90%

Half of the profits are lost because of the low insufficient replacement rate.

Increase the water treatment penetration rate which necessarily incurs an increase of the market share

2015 12% of market share

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20

Tap into the market by focusing on recently built swimming pools.

Annual evolution for 10 years is approximately 8.49% according to FPP figures (calculation detailed

beneath).

# of SP3 in 2000 708 000,00 # of SP multiplied by

# of SP in 2010 1 600 000,00

Evolution 126% 2,259887006

Which represents an annual progression of 8,5% 10% *

*Our objective is to equip 1 out of 10 new recently built swimming pools

# Gross Increase Nature2Fusion

2011 1 600 000

2012 1 735 840 135 840 13 584

10% 2013 1 883 213 147 373 14 737

2014 2 043 098 159 885 15 988

2015 2 216 557 173 459 17 346

Total 61 656

12% of market share in 2015 265 986,79

Products # of Nature with new

SP equipped 61 655,66 Current situation

32 000,00

Multiplied by … # current products

8,31

The gross increase is basically the number of swimming pools built every year from 2011 to 2015. We calculated the average gross from 2000 to 2010 to forecast the annual progression in the next

five years, i.e, 8% a year.

3 SP : swimming pool

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21

# of Nature with current SP equipped (make the current owner of SP choose our

product) Breakdown beneath

172331

Revenue (generated by # of Nature2 with current SP and with the recenlty

built one)

Total Sales volume

2012

8617 5% of the objective 6 660 167 22 201

2013

34466 20% of obj 14 761 052 49 204

2014

60316 35% of obj 22 891 312 76 304

2015

68932 40% of obj 25 883 505 86 278

TOTAL 172331 70 196 036 233 987

Revenue Objectives

2012 4 065 041,74 2012 75%

2013 3 936 945,60 2013 80%

2014 6 485 871,69 2014 85%

2015 23 274 853,42 2015 90%

TOTAL 37 762 712,44

Since the impact of our marketing plan is not immediate, the first year we cannot fulfill our objective. Then, as our measures are implemented, the reseller sells our product more and more through these 4

years.

Let's assume that we get 1000 distributors

Consequently, they have to sell

233,99 in 5 years

Product sales forecasted (2011-2015)

233 986,79 265 986,79 minus the curent 32000 devices)

Revenue generated through 5 years with

devices 70 196 036,48

Cartridges generated through 5 years with

devices 37 762 712,44

TOTAL REVENUE 107 958 748,93

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N°7: BUDGET EXPLANATIONS

Task Information Budget Sources

Creation of the website Computer graphics specialist; 50 €/h, 3

days (7 h/day) 1 250

http://www.graphic-instinct.com/tarifs/

New brochure for dealers

New brochure for customers

2000 dealers; 2 brochures

60 000 brochures/2 years

876

7 629

http://www.graphiste-imprimeur.com/29-devis-Depliant-20x21-cm.html

Edition: new brochure for dealers

Graphic designer (about 10 h/brochure) 500 50€/h

E-mailing to the 400 dealers 36 See table hereunder

E-mailing to 1.600 new dealers 83 (29+ 6x9) see table hereunder

National showrooms

Average price for a mere stand with equipment = 1000 € (sign in) + 20 €/h for

2 representatives (10h). There are 3 showrooms in Nantes, Montpellier, Paris

7 200

http://www.reussir-son-habitat.com/foire-salon-habitat.php

realized twice (2 seasons)

Create a forum on our website An employee of the company who spends 2 hours per week to answer

questions 1 700

We estimate 9€/h

Control of the information on the internet

10 h/month 12 000 http://www.graphic-instinct.com/tarifs/

Spreading of the sms system 10000 sms = 1000 1 000 Download a video on youtube

about the benefit of the product (family comfort)

Hire a professional to record the video. We assume that 20 hours are needed and

the professional asks 100€/hour 2 000

Keep in touch with dealers about eventual concerns

Part time employee responsible of relations with resellers

20 000

Trip for the 3 best dealers 3 trips which costs 2000 euro each 6 000

TOTAL 60 274