Di Stefano Mélissa, Favard Camille, Fryckova Veronika, Jeannin Camille, Ribeirinho Nelson & Thelot Laetitia

Background analysis

Recommendations:◦ Objectives◦ Marketing strategy◦ New mix : focus on promotion & place◦ Action plan & budget

Conclusion

OUTLINE

PLACE

B to B to C

1600 potential dealers

PRODUCT: 2 technologies: mineral

cartridge + chlorine distributor

PRICE: 299€

+ 100€ cartridge + 100€ chlorine

COMMUNICATION: effective does not mean

efficient

ANALYSIS

Discrepancy between positioning and communication :

=> Product perceived as expensive=> Confusion : chlorine or mineral solution?

Previous product : reliability issues BUT still on the market and internet…

Communication: main weakness -> can become a differential advantage

MAIN ISSUES

MARKETING OBJECTIVES

2 goals for 2014

Achieve 12% of market

share

Cartridges reach 75%

of replacement rate

Reach a replacement

rateof 80%

for cartridges

3 targeted segments

Differential advantages:

OUR MARKETING STRATEGY

Natural Wellbeing

Compatibility Ease of use Price

Existing consumer

s

Pool owners using

chlorine

Future pool

owners

New website

ONLINE PRESENCE

Reminder of the successful

ad

More clear menu bar

White backgroundBlue touch

Product pagesee later

FAQsForum

ContactAfter sale service

Link to Facebook and Twitter pages

Promotion of new products

Keep in touch: news , round

tables etc. salons…

Professional pageSPECIAL information

More accessible

z

Online presence

Product home page

Photos :more clear and

eye catching

Click on the product : Nature2 Fusion Video opens automatically Clear photos of the product Simple explanations for customers Link to « find resellers »

Link to each category

Organize in 6 categories

Hire a community manager

◦ Relation with company using SEO

◦ Responsibilities :

CONTROL OF INFORMATION

Erase Update Participate Assure Online control

Dealers’ customer register

80% replacement rate SMS system Emailing system Use of stickers

Customers’ feedbacks

Discount: next cartridge free !

Gifts in exchange of used cartridge

CREATION OF LOYALTY

Installation date

Brochures for customers

CREATION OF NEW BROCHURES

Insist on the natural quality

with green

Product logo

Big photo of the product

most important

Slogan about the product

insists on mineral Simple explanations with

illustrations

Slogan about the advantages for the

customers Reminder : cartridge replacement

More complete characteristics

Main characteristicsReinforce the

family environment

Brochure for dealers

CREATION OF NEW BROCHURES

Main characteristics

Reminder : cartridge replacement

More technical information

Certify the product = Guarantee the liability

Round tables -> meeting with professionals, dermatologists and public relation

Label -> certify :

ROUND TABLE/LABEL

Quality Credibility Reputation

Keep up in professional press

Be more present on showrooms◦ Create a video ◦ Demonstrations

+ schemes

PUBLIC RELATIONS

Contest for dealers in France

Divide France in 3 areas

Best dealer in each area wins a 2000€ value trip

CONTEST FOR DEALERS

ACTION PLAN & BUDGET

- Previous product information- New website

- Brochures- Online presence

- E-mails, SMS- Vodcasts- Showrooms

- Merchandising- Posters in stores

- Control of the information- Round tables

Budget:◦ 60 275 € for 2 years

Goals:o 12% market shareo 80% replacement

rate of cartridges

Enhance the communication strategy to : ◦ Improve credibility and reputation◦ Target new customers

ROI: 21 million€ from new sales

◦ Create loyalty with existing customers ROI: 10 million€ from renewal of cartridges

Create a relationship with dealers to :◦ Optimize merchandising◦ Be recommended

ROI: 31 million € through 2 seasons

CONCLUSION