Upload
makeitatesdes
View
609
Download
2
Embed Size (px)
Citation preview
1
2011
Axelle Biousse, Jade Clouet, Amandine
Priez, Marie Ferlay, Benjamin Honegger,
Hugues de Vregille
ESDES, Group E.B
13/10/2011
Zodiac
2
Contents
Contents ____________________________________________________________________________ 2
Executive summary ___________________________________________________________________ 4
Noticed problems_____________________________________________________________________________ 4
Recommended solutions _______________________________________________________________________ 4
Marketing Mix _______________________________________________________________________ 5
Product/Price ________________________________________________________________________________ 5
Place _______________________________________________________________________________________ 5
Promotion __________________________________________________________________________________ 5
Process _____________________________________________________________________________________ 5
Public ______________________________________________________________________________________ 5
Perception __________________________________________________________________________________ 5
Profile ______________________________________________________________________________________ 5
Participation _________________________________________________________________________________ 5
Market positioning ____________________________________________________________________ 6
Benefits of Nature² and Fusion vs Competitors _____________________________________________________ 6
Brainstorming ________________________________________________________________________ 6
Ideas to add value to the marketing mix __________________________________________________________ 6
Zodiac’s communication should also be based on the undesirable effects of too much chlorine for our health. _ 7
SWOT analysis _______________________________________________________________________________ 7
Background analysis___________________________________________________________________________ 8
Marketing objectives: _________________________________________________________________________ 8
Financial objectives: ___________________________________________________________________________ 9
Marketing strategy ____________________________________________________________________ 9
Target market segments _______________________________________________________________________ 9
Differential advantages _______________________________________________________________________ 10
Marketing plan ______________________________________________________________________ 11
Our propositions regarding the marketing plan are concentrated on the resellers. Indeed, we believe that they
have the key to successfully sell the Nature² Fusion. It is why we didn’t focus on the final customers. _______________ 11
Product decisions: ___________________________________________________________________________ 11
Pricing decisions: ____________________________________________________________________________ 11
Promotion: _________________________________________________________________________________ 11
Distribution: ________________________________________________________________________________ 12
Services: ___________________________________________________________________________________ 12
Staff: ______________________________________________________________________________________ 12
Action Plan _________________________________________________________________________ 12
Conclusion _________________________________________________________________________ 13
Appendix 1 _________________________________________________________________________ 14
Chronology of the action plan __________________________________________________________________ 14
Appendix 2 _________________________________________________________________________ 15
Communication budget _______________________________________________________________________ 15
Event in Biarritz: __________________________________________________________________________ 15
Event in Aix-en-Provence : __________________________________________________________________ 16
Summary budget __________________________________________________________________________ 17
Appendix 3 _________________________________________________________________________ 18
3
Marketing materials: Stickers and flyers __________________________________________________________ 18
4
Executive summary
A better understanding from its resellers for better sales to its customers.
Our entire marketing plan is based on the integration and on the federation of the resellers on the
distribution and selling process. We believe that they are the main privileged speakers between us (Zodiac) and the
final consumer. By facilitating and guiding the resellers in the sale’s process it allows us to sell more products in a
more professional and efficient way, and to install a long term relationship.
Noticed problems
First of all, we noticed that there is a lack of knowledge on the product Nature² Fusion from the resellers.
Only 400 resellers have sold the product this year, knowing that there are 2000 pool retailers which have the product
in their catalogue. There is a communication issue; the resellers don’t put enough in evidence the Nature² Fusion.
Second of all, the installation of the product is perceived as a problem. Indeed, the resellers advise the
customers to install the product themselves saying “it is as easy as cutting tubes”. But they also propose the
installation at expensive prices. The “do it yourself” does not always give the customer the best experience with
their new product. This duality creates incomprehension from the customer.
Third of all, there is no exchange between the customers. It could be a strong advantage for Zodiac to do
indirect advertising via various events and an internet community for the customers.
Finally, Zodiac’s advertising is more focused on Zodiac Corporate, meaning that it gives more
importance to its two other divisions: the boats, and the robotic. The brand Zodiac is not enough associated to the
product Nature². The public perceives Zodiac more as a boat builder than as a pool care provider.
Recommended solutions
We noticed that most of the people selling the product are either pool technicians or pool builders that
do not have a sales background. According to that, we have decided to design flyers to add to the Zodiac catalogue
delivered to the resellers. This brochure will define clearly the technical characteristics of the product, five main
arguments to sell Nature² Fusion to the customer, and the final financial advantages that the resellers will earn from
the sale.
For the installation, we strongly recommend to the resellers to sell their installation service by a
professional for each sale of the Nature² Fusion (instead of the “do it yourself”). This would allow the resellers to
increase their margin on the sale of the product (because it is on the installation that their margin is the highest).
This decision has been made to increase the professional image of the Nature² Fusion (related to Zodiac). The
product does not appear as a gadget if installed by a professional.
To build an exchange between the customers we chose to create events and to set up an internet
community. To reinforce Zodiac’s network and to create long term relationships with its resellers, we opted for
firm gatherings around the pool universe. Moreover, we decided to create an internet community. It would be on the
scheme of an internet forum where the customers could share their advice, their degree of satisfaction, and globally
their experience.
To resolve the reputation problem of Nature² Fusion, we came up with different solutions. 1/ Add stickers
of Zodiac on every Nature² product (as a solution to associate the product to the brand). 2/ On the flyer previously
given to the resellers to sell the product, we have to mention that the product uses natural components (to surf on
the green tendency), and is easy to use (facilitates the use of the pool). 3/ Allows an enjoyable swimming
experience similar to very expensive purification systems.
5
Marketing Mix
Product/Price
Not our call to make. The body product is expensive and then there are two cartridges, both around 100€.
Zodiac could create a pack for the buyers (body + 2 cartridges + chlorine)
Place
Corporate website of Zodiac doesn’t sell directly product, nor does it redirect to online sellers. The
dealer/retailers scheme is restrictive and induces high prices because of the margin these dealers make on product.
From calls made to some retailers, these prices ranges can be as high as 200€. Also, the installation is very
expensive: 500-600€, or almost 2 times the product price. This is a weakness for Zodiac Pool because this hidden
“surprise” cost may have a negative impact on sells made by retailers.
Promotion
Not enough promotion on the new product Nature² Fusion 2011. The advertisement (as in, attract new
customers) is focused on Zodiac Pools, Zodiac corporate as a whole at the moment. Leaflets are not enough put in
evidence, both on the customer-focused website and in retail shops. One of the retailers contacted didn’t actually
know the product.
Process
Sellers are not really informed on this technology (Nature 2). In fact, they knew better the other products of
Zodiac’s catalogue
Public
Zodiac has to base his sales pitch for customers, retailers and wholesalers
Perception
Zodiac has invested a lot on their boat and robotic but not enough on its water treatment technology. They
need to develop the communication on the range Nature².
Profile
They are only seen in special magazines, special stores, they should be more present on the market by
investing in communication.
Participation
Zodiac could sell by itself its products on the Internet (for example) instead of asking some retailers to sell
the products and avoid the margin they do making the product more expensive.
6
Market positioning
Zodiac, with its Nature² Fusion product, positions itself as an outsider, with more attractive prices than its
competitors, but with an ecologic positioning thanks to its mineral cartridge.
Benefits of Nature² and Fusion vs Competitors
Characteristics Nature² Chlorine Bromine Salt
Health + No odor, no
skin dryness
and no red
eyes
+ Most efficient
to eliminate
bacteria
-Skin dryness, red
eyes, irritations
+ No bad odors
Very soft for the
skin and the eyes
+ No allergies
Good quality of
water
Price - Expensive :
300€ for the
product +
~100€ a year
+ Cheapest
solution ~50€ a
year
- Expensive
(~100€ a year)
- Most
expensive: need
to buy salt
electrolysis
(1500 to 2500€)
Simplicity -
Maintenance
+ Easy, one
cartridge a
year. Almost
totally
automatic
- High
maintenance,
necessity to
change tablet
every week
-High
maintenance,
necessity to
change tablet
every week
+Totally
automatic
Eco-
responsibility
+Mineral
products
-Chemical
products
-Chemical
products
- Not ecological
Compared to chlorine the Nature² Fusion is expensive, however, in terms of swimming experience it is
perceived as cheaper than our competitors.
Nature² seems to be an interesting solution for pool maintenance compared to its competitors, except for its
prices, the product range is better on criterias of health, price, simplicity of maintenance and eco-responsibility.
Brainstorming
Ideas to add value to the marketing mix
When we start analyzing Zodiac’s Nature² Fusion and the way it is sold we came up with many ideas in
various domains to help them improve their marketing strategy.
7
We firstly thought about a new way of selling the product either directly on Zodiac website or via specialized
websites. Neither of the two ideas are realizable.
We then started thinking about a way to reduce the sale’s price of Nature² Fusion by setting up a limit margin
to every reseller but it was not possible. We thought about solutions that matched Zodiac’s objectives. We thought
about the creation of a pack regrouping Nature² Fusion and the two cartridges (mineral and chlorine cartridges).
To improve the knowledge of Nature² range by the resellers we had a few ideas:
Creation of a flyer that would be distributed to every reseller giving them a pitch to sell our product
Goodies given to the resellers to motivate them to sell more our product and then know more about it.
On the catalogue that each reseller receives once a year, Zodiac should give them more details on all their
products’ advantages and especially on the Nature² range, so that resellers will be well informed on the
products.
As far as Zodiac’s communication is concerned they have many improvements to make. It should use the
actual trend of going green. As Nature² Fusion mostly uses minerals products in their cartridges it is a differentiation
on which they should really insist.
Zodiac should also be more associated to its pool care activity: potential customers would be more willing to
trust the Nature² range as Zodiac is well perceived in its other activities. Furthermore we think about creating a firm
gathering where most of the resellers could come, have a good time and get a better knowledge on Nature²’s
products.
Zodiac’s communication should also be based on the undesirable effects of too much chlorine for our health.
SWOT analysis
S W
Less chlorine uses for the same efficiency
Natural product (uses minerals)
Strong brand image of Zodiac
Big satisfaction of the customers who use the product
(91% satisfied)
Facility of the product
Easy to use
Less maintenance than the other chlorine
treatment
Professionalism (sold by pool professionals in
specialized stores)
Allows enjoyable swimming experience at an
accessible price
Installation of the product proponed
Maintenance constraints (cartridges have to be
changed every 6 months)
The cartridges are not provided with the product
Still uses chlorine
9% of unsatisfied consumers
Poor impact on the market
Mineral treatment represent only 2% of the
market shares
No advertisement at all on these product
treatment
Relatively high price compared to sample chlorine
treatment
Expensive installation, and installation not always
proponed by sellers “you can do it yourself”
Nature² Fusion is not associate to Zodiac
No homogenization of the merges (prices varies from
8
Background analysis
In order to have a view of Zodiac’s positioning on the market, we chose to present a SWOT analysis.
We analysed the background surrounding the pool care industry to determine what were the issues and trends
Zodiac could have to deal with in the future with its product Nature² Fusion.
The two major factors concerning the external environment at the moment are:
The economic crisis and general instability among the Euro zone install fear in investors’ minds but also for
customers in the high revenue range, less affected but still nonetheless: pool are a luxury product and for
many it would be an easy and painless way to save money by cutting on these expenses.
Ecological considerations are very trendy at the moment and consumers are starting to really want products
which are respectful both to the nature and to them as individuals. The mineral cartridge aspect is a strength
compared to products such as chlorine because the Nature² Fusion product is eco-friendly in its utilisation
An analysis of the pool care industry and of Zodiac’s positioning shows that the distributors, in their crucial
roles as not only resellers but also purchasing advisers, are very important to the company and that they are the ones
deciding indirectly if the product will be bought or not by the customer. We came to this conclusion using the Porter
5 forces analysis:
The threat of substitute is high: chlorine is a cheaper alternative and currently dominating the market with
95% of market shares, and salt electrolysis is healthier, not using any chlorine.
The bargaining power of customers is high as well: the customers being the dealers in this case, they decide
if they propose the product to their clients or not, if they include it to the catalogue or decide to put it in a
front position.
On the mineral cartridge, Nature² is the only actor on the European market and the threat of entry is low,
given the infrastructure and R&D necessary to develop such technical products.
We don’t have any information on the bargaining power of suppliers and the threat of new competitors but it
is not relevant to the business issue we are dealing with.
Marketing objectives:
Thanks to our executive summary we can really highlight our marketing objectives. We have specified five
main objectives which are:
- Fix the knowledge of the product
a retailer to another)
O T
Changes the way of life : People are more and more
looking for well-being (the swimming is more
enjoyable with natural products)
Quest for well being and health : Constant research
for less chemical products
Huge opportunity to develop mineral treatments
because it represents only 2% of market shares
Other antibacterial treatments less costly
Pool users are looking for pool entirely treated by bio
products
Huge competition between the retailers which draws
to big difference of Nature² Fusion’s prices
9
- Improve the communication on Nature² Fusion
- Build a strong relationship with the resellers
- Encourage resellers to sell the installation of Nature² Fusion
- Associate Nature² Fusion to Zodiac
Financial objectives:
In terms of financial objectives we have one objective which is to stay in the allocated budget Zodiac gave
us, € 75000
Marketing strategy
As an internal strategy and to boost our sales, we have decided to stimulate our Zodiac sellers by setting up a
contest. Indeed the idea is to reward the best seller with a prize. The prizes would vary and the contest would last at
least a month.
Target market segments
The target markets of Zodiac are the resellers and actual plus future/potential pool owners.
Resellers can be segmented in two parts:
Physical shops: 2000 active dealers are included, with only 400 which effectively sold Nature2 products in
2010. This is a problem: Nature2 range is less proposed than competitive products. Physical shops want to
make money, and Zodiac wants its products to be sold. Zodiac could insist on retailers to communicate more
on their products or propose them a commission if they sell a certain number of Nature2 Fusion in the year.
Those shops are: 90% of pool specialists and the 10 other percent represent heating specialists.
Websites: there are actually active online retailers. The point is that they are not determined: there is not an
exhaustive list of them. Internet is a very cheap way of communicating. If one is looking for information on
pool treatments, it could be great that they find Nature2 range first. This way, online retailers can have a great
opportunity of increasing online communication.
Pool owners who do not have Nature2 Fusion are a big opportunity: they can be unsatisfied by the treatment they
are actually using and willing to find a solution which is not too expensive. Those persons do not every time go by
themselves for solution. Zodiac, by the retail way, should create this need for a better swimming experience so that it
would be evident for the customers they do need something better than simple chlorine and less expensive than UV
or saline treatments.
Potential pool owners are harder to reach. But, if they want to build a pool, they will get informed thanks to
physical shops, the Internet or specialized magazines. Zodiac should be working on communication there. For
example concerning the Internet, Zodiac could buy the right to appear first when someone is looking for a pool
treatment.
Below, you will see a table resuming all the targets and what should be done in order to optimize the sales of
Nature2 products.
10
Differential advantages
Minerals, price, reputation and relationship with retailers are the big forces of Zodiac concerning Nature2
range.
Minerals permit a healthier way of swimming and allow less bad effects on people. This is one of the focuses
Zodiac has to communicate on.
Concerning price, Zodiac is placing itself as a luxury good but at a fair price. It IS an advantage as persons
are willing to buy the best quality at a lower price than luxury goods and also because Nature2 range is the only one
to be positioned in this way. Communication has to insist on it as much as possible.
The reputation of Zodiac group is certain and Zodiac, as well as we will say below, could use it to negotiate a
better highlighted of Nature2’s products.
Finally, a close relationship with retailers is the best way of negotiating a better emphasis of the Nature2
range. It is an opportunity Zodiac has to develop; it has to use this close relationship to get a better communication
than its competitors.
Target market
Retailers
Physical shops 400 effective sells out of 2000 active dealers
Websites
Cheap communication
People will first get informed on the
Internet : Nature2 must be highlighted
Pool owners May be willing to change their pool
treatment
Potential pool owners
Will want to get informed on the most interesting treatment
for their pool
11
Marketing plan
Our propositions regarding the marketing plan are concentrated on the resellers. Indeed, we believe
that they have the key to successfully sell the Nature² Fusion. It is why we didn’t focus on the final
customers.
Product decisions:
According to our ideas, we have decided to improve the packaging of the product. Adding Zodiac stickers on
every Nature² product would allow the customers to associate more Nature² products to the brand Zodiac.
Pricing decisions:
Regarding the pricing decisions, we came up with various ideas:
Create a pack in which there would be the body of the product, a mineral cartridge and the chlorine cartridge.
It would be more interesting for the customer, instead of buying the components separately. Even if this idea
does not answer to our recommendations, it seems fair to us.
Set up a loyalty card for the customers. For example after six mineral cartridges bought, the seventh one is
offered, and the same system for the chlorine cartridges.
Promotion:
To improve our sales forces we chose to include flyers to every catalogue given to the resellers. This
brochure will define clearly the technical characteristics of the product, five main arguments to sell Nature²
Fusion to the customer, and the final financial advantages that the resellers will earn from the sale. This flyer
should be short, concise and possible to read in a short amount of time.
The five arguments a reseller should use to sell Nature² Fusion are:
1. Uses 10% of chlorine. From now on, there are no more red eyes and no more skin dryness. Knowing that
above 90% of chlorine those inconveniences are present.
2. Uses natural components with its mineral cartridge made out of ceramic balls, coated copper balls and coated
silver balls. These natural components have the same functions has a high level of chlorine and has
clarifying effects on the water. This technology is used by hospitals, thermal centers and for cosmetics.
3. Is an automatic disinfection system. Meaning that thanks to the cartridges you do not have to take care of
your pool often. For example, during the holidays you can leave your pool without adding any other
products. At your return, the pool will still be healthy and clear.
4. The satisfaction rate from the users of Nature² Fusion is high. Indeed, there are 91% of them are satisfied
with their product. Moreover, 91% of them will recommend this product to other pool owners. The liability
of the product is proven by the satisfaction of the clients.
5. The swimming experience. In fact, the mineral cartridge provides wellness and a swimming comfort. Using
Nature² Fusion makes swimming a more enjoyable experience.
The final financial advantages are first of all the personal margins of the resellers. And secondly we chose to
set up contests for the best sellers (based on their personal network) and resellers of the Nature² range. It would be
based on their number of sales, and the best is rewarded with a prize.
To reinforce Zodiac’s network and to create relationships with its resellers, we opted for firm gatherings. The
idea is to rally the resellers to Zodiac to encourage them selling Zodiac’s products. It could for example
cocktail parties, invitation to various events (swimming championships, free passes to aquatic leisure
centers…). Those events could also be extended to other professionals in the pool sector. We have decided to
12
set the firm gatherings in the geographical zones in which, we thought, pools are mostly sold, meaning the
South-East, and the South-West of France.
We thought that creating an Internet community around the product Nature² Fusion and more globally
around Zodiac’s pool care products, would allow the customers to exchange on their experience with
Zodiac’s products. It would be based on the scheme of an internet forum where the customers could share
their advice and their satisfaction.
To maintain the relationship between Zodiac and its resellers, Zodiac could set up e-mailings. That way, the
resellers would be aware of the latest Zodiac news and have professional advice in case it is needed.
Distribution:
The distribution firstly takes place with the resellers, and secondly directly with the customers. We cannot
propose any other places to distribute the Nature² Fusion and the other Zodiac products.
Services:
We have previously spoken about the pre-sale process thanks to the flyers we would like to set up. And our
proposition of post-sale service is not quite possible, because we already propose installation by professionals.
Staff:
Regarding the staff, we recommend for all our resellers to strongly advise a professional installation for their
Zodiac products.
Action Plan
As previously seen, our entire Marketing plan is based on the integration and federation of the resellers on
the distribution process. The elements of the Marketing Plan lead to build a long term relationship with the resellers
but also to create a community around the product (that can be extended to the entire Zodiac pool care products).
1. Design and send the flyers (October to November 2012)
The first thing to do to set up the marketing plan is to design the flyers and then to send them in a short
period of time to all the resellers (by the end of January, all the resellers should have the flyer in Zodiac’s catalogue).
We advise you to send them as soon as possible because it will allow you to make sure that all the retailers know
your products. If they have Nature² Fusion in mind, they will be more willing to propose it to their customers at the
beginning and during the entire season. The product will be highlighted by the retailers and the sales will increase.
This action is crucial because you have to keep in mind that the people who sell your products are not
commercials but mostly pool technicians.
The flyers will cost you approximately 160€ if the flyers are half a page.
2. Installation by your retailers (October to November: with the flyers)
In the marketing plan, we advised you to recommend to your retailers encourage the customers not to install
Nature 2 themselves. This choice has been made to improve the image of Nature² (because by the past, the liability
image had been destabilized). Indeed, if installed properly, there will be less problems with Nature² and the
customers will continue to use the product and buy other cartridges (which is one of your main objectives).
Moreover, even if it will increase the price of your product (because most of the customers care about the final,
global –product + installation- price), this has to be taken in the right way. Customers will feel that it is a high quality
product and not anymore a gadget. In their minds, this product will get closer to the expensive systems but will still
remain affordable.
13
After doing the mailing of the flyers you may have to start sending emails to your retailers repeating that
(because it will have already been mentioned on the flyer) the installation has to be recommended. In that way, you
will have at least two contacts with your retailers before the season. Those contacts are really important because they
will show your interest on them (which is necessary to build a long term relationship) and will keep your product in
their minds. But, it is true that you will not get any direct financial returns out of this action. But, your retailers will
and they may buy more products if they know that they can make a big margin out of the installation.
Those emails won’t cost you a lot because the only thing you will have to pay is the person that will write
and send those emails.
3. The reputation problem (starts in October 2012)
E-Mailing: As previously seen, the image of your product has been spoiled by the past because of
unsatisfied customers and retailers. In order to change it, you have to start now to rebuild a strong image of Nature 2
while associating it with your group Zodiac. Let me advise you to keep communicating by email throughout the year
with your retailers. It is a very cheap way to build relationship and to communicate about your products. You may
not forget while sending those emails to talk about your Nature 2 contest.
Receptions: (for 800 guests, approx €25000/event): You may organize receptions, meetings for your
resellers to present your products. Those meetings should take place in areas where most of the resellers are (we do
not have your geographical statistics this is why we are not able to advise you on it). You may organize those events
during the selling season (October.2012 to September 2013).
Stickers (for 20000 stickers, €2760): We came up with the idea of adding stickers on your existing products
in order to visually associate Nature 2 with Zodiac. We think it could improve the liability of your products. But this
has to be discussed with your group this is why we will not write it on the chronology of the action plan. Moreover,
we thought about a loyalty card (sent at the same time than the flyers).
Customers’ Forum (€300): You may ask right now your computer service to create the pool division and
the forum. In order to attract the viewers, we advise you to ask a marketing intern to start posting on existing pool
forums the link to your website. This is necessary for the attractiveness of the forum. You may also start talking to
your employees about your intern contest.
Regarding the details on the chronology see the appendix 1. Moreover for the details of the budgets, please
confer to the appendix 2 p14. The budget of €75000 is respected.
All those actions do not require hiring employees and can be set up very fast. This is why our action plan
will be very efficient. Moreover, those actions have to be repeated year after year in order to build a strong
relationship with the resellers and to increase your product sales.
Conclusion
Nature² Fusion, the pool care product launched by Zodiac in 2011, does not yet convince its final customers
or its resellers. In order to resolve this issue, we wanted in this marketing plan to improve the relationships between
the actors of the distribution process.
The new positioning and marketing mix will allow Zodiac to sell more products, helped by the innovative
ways to promote Nature² Fusion we chose, such as the pool receptions, or such as the flyers given to the resellers.
And the other advantage is that it would also increase the popularity of our product among resellers, able to earn
higher margins than before, thanks to the installation process.
If your resellers understand better Nature² they will sell it better to the customers.
14
Appendix 1
Chronology of the action plan
- Design the flyers and the loyalty cards(external)
- Send the first emails to present the contest to the resellers and remind your product (inner)
- Creation of the pool forum on the website (by the computer service)
- Communication to your employees by email around the internal contest and start right after of the contest(inner)
- Begining of the research regarding the rmeetings with the resellers (inner)
• October / December 2012
- Send the flyers + the loyalty cards to emphasize the need of the profesional installation (inner)
- Organisation of the receptions (external)
•January / February 2013
- Meetings with the retailers
- Follow of the sales of the retailers by emails (inner)
•February / September 2013
- End of the resellers contest (inner)
- Debriefing on the sales and on the benifts of the
marketing plan (inner)
•September/ October 2013
15
Appendix 2
Communication budget
In this part we have decided to draw a little financial plan to provide how we will need to implement our
marketing objectives. .
We planned to organize two events in order to make our resellers know Nature² Fusion. One of these events will take
place in Biarritz and the other in Aix-en-Provence. We decided to organize these events in the south east of France
and in the south west of France (for approx. 800 people) . These geographic zones are strategic, there is more pool
owners in the south.
Event in Biarritz:
EVENT
Q Price Total
Renting
place
Biarritz
7 636,46 €
Caterer
Service -
Staff -
transport
and travel
700 €
Food
800 18 € 14 400 €
Drinks
Champagne 300 16 4 800 €
Cocktails 800 2,7 2 160 €
Furniture renting
Tables
10 23 230 €
TOTAL
29 926,46€
16
Event in Aix-en-Provence :
EVENT
Q Price Total
Renting
place
Aix-en-Provence
Caterer
Service - Staff -
transport and
travel
700 €
Food
800 18 € 14 400 €
Drinks
Champagne 300 16 4 800 €
Cocktails 800 2,7 2 160 €
Furniture renting
Tables
10 23 230 €
TOTAL
24 290 €
Web design: We also decided to hire a web designer to create the forum and insert the page in Zodiac’s web, it will
cost around 300€.
Flyers: Then we decided to design flyers for the resellers it will cost around 250€.
Stickers: We also decided to buy stickers to make Nature² Fusion associated to Zodiac.
Q Price Total
Stickers 20000 0,138 2 760 €
17
Summary budget
Events 49 000 €
Webdesign 300 €
Flyers 250 €
Stickers 2 760 €
Total 52 310 €
18
Appendix 3
Marketing materials: Stickers and flyers
First of all, as said previously we have decided to put stickers on Zodiac’s Nature² packaging. It
would be a simple logo of Zodiac for the customer to associate the product Nature² to the brand.
Second of all, we decided to set up flyers for the resellers, for them to have the right pitch when selling the
Nature² Fusion to their customers. This is how we imagined it:
Zodiac Nature² Fusion
This flyer is for you reseller to sell the Nature² Fusion in the best conditions. It is a summary of what the product is, how to sell it, and what you earn from its sale.
Technical Characteristics:
For what pool? New construction or existing pool
Type of pool? Every type of pool in ground and all type of surface
Volume of treated water: From 20 to 170 m3
Dimensions (l x h x diam) : 420x420x310 mm
Volume of treated water:
Cartridge Nature² Fusion 15: 20 to 40 m3
Cartridge Nature² Fusion 25: 40 to 90 m3
Cartridge Nature² Fusion 35: 90 to 130 m3
Cartridge Nature² Fusion 45: 130 to 170 m3 Pipes joints: DN50 mm, DN63 mm (union joints); 32/38 mm (kit joint for above ground pools)
Type of chlorine to use in the diffuser: Slow chlorine rollers stabilized of type “Tri-Chloro”
Compatibilities: Chlorine, salt electrolysis, active oxygen, UV, ozone (incompatible with bromine,
biguanide or PHMB and with all the « metal sequestrating » products
Warranty: 3 years
Five sale arguments:
1. Uses 10% of chlorine. no more red eyes and no more skin dryness
2. Uses natural components with its mineral cartridge made out of ceramic balls,
coated copper balls and coated silver balls
3. Is an automatic disinfection system.
4. The satisfaction rate from the users of Nature² Fusion is high.
5. The swimming experience is more enjoyable provides wellness and a swimming comfort.
Financial advantages:
Personal margins Contests for the best resellers of the Nature² range winner gets a prize