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Nos projets - Projets 3A - Challenge Zodiac - Projet 1 - A1 – Dossier

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  • 1. 3A ESDES G1 AABDO Jacqueline BOUGET AdelaïdeBACCON Tatiana CASSERLY AvrilBAUDIN Perrine HUMBERT Laurence NATURE 2 : CURRENT POSITION AND RECOMMENDATIONS
  • 2. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTTABLE OF CONTENTSINTRODUCTION ................................................................................................. 2CURRENT AND RECOMMENDED POSITIONING .................................................. 3 Product ......................................................................................................................3 Current Position .......................................................................................................3 Recommended Position ...........................................................................................3 Price ..........................................................................................................................4 Current Position .......................................................................................................4 Place ..........................................................................................................................5 Current Position .......................................................................................................5 Promotion ..................................................................................................................5 Current Position .......................................................................................................5 Recommended Position ...........................................................................................6BRAINSTORMING ............................................................................................... 7 Promotion ..................................................................................................................7 Product ......................................................................................................................7 Price ..........................................................................................................................7MARKETING PLAN ............................................................................................. 8 Brochure ....................................................................................................................8 Pool Fairs ...................................................................................................................8 Actions to improve relationship with dealers ............................................................11 New advantages .....................................................................................................11 Fair invitations .......................................................................................................12 Knowledge of Nature 2 ...........................................................................................12 Bundle Pack ..........................................................................................................13 Website .................................................................................................................14 SMS Service Alert ..................................................................................................14BUDGET........................................................................................................... 15TIMELINE ......................................................................................................... 16CONCLUSION ................................................................................................... 17 1
  • 3. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTINTRODUCTIONWe are dealing with Zodiac’s latest product in its pool care line –Nature 2 Fusion, amineral water purifier for above ground and in-ground swimming pools. Zodiac is facingtwo main problems concerning this product which are greatly affecting its sales. First of all, the product has a weak position in the market of water treatments andsecondly, Zodiac has a severe discordance in its relationship with its dealers. The dealersdo not trust the product due to a problem with a previous Zodiac water treatment andthey are not correctly promoting it amongst the final consumers. It is crucial to remedythese problems in order to launch Nature 2 Fusion with a new competitive image andloyal retailers willing to support the company.The two main problems presented have B to B and B to C views- one concerns thecustomer and the other the dealer. Each is very different from the other and requiresdifferent strategies.Regarding B to B actions, we propose offering weekend trips for the three dealers thathave the most sales, attending the Paris and Marseille pool fairs, providing a sales pitchto retailers, and distributing new brochures to them. These actions are all in a globalstrategy to have 800 active dealers by gaining dealer loyalty and convincing them of theutility of Nature 2 Fusion.Concerning B to C, our actions are designed around the proposal to increase sales ofmineral cartridges by 80%. In order to obtain this goal we encourage Zodiac toimplement an SMS service reminder to purchase and change the cartridge, improve thewebsite, and sell a bundle pack with the cartridge and chlorine tab.These actions will translate themselves in an increase in sales thanks to an improvedrelationship with the dealers and a more convincing image for customers. Zodiac has theadvantage that its product can be positioned in a way that is in accordance with thelatest tendencies –green movement and health. We only provide the strategies, tools, andbudget necessary to follow the fast road to success.With this proactive and enthusiastic mentality, Zodiac will surely improve its sales andmarket share. Turn the page to find out more about our solution! 2
  • 4. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTCURRENT AND RECOMMENDED POSITIONINGPRODUCTCURRENT POSITIONNature 2 is a complete water treatment for underground and above-surface swimmingpools and spas: it both clears and treats water. It is suitable for all kinds of swimmingpools because the device is available in different sizes depending on the surface needed.Zodiac’s Nature 2 Fusion has two systems integrated within it, the use of minerals andchlorine.Although chlorine is used within this treatment, as with many others, Nature 2 Fusionuses 25% less chlorine. The result is a significant reduction of the harmful effects usuallyassociated with chlorine (e.g. red eyes, dry skin, etc.). This major improvement is due tothe use of ceramic balls coated with copper or silver leads which make this product amineral-based water treatment. These ceramic balls are located inside a disposablecartridge which needs to be replaced every four to six months.This product is well appreciated by a wide range of consumers. The general consensus isthat they feel more comfortable using their swimming pools when treated Nature 2’sFusion water treatment.RECOMMENDED POSITIONZodiac’s Nature 2 Fusion is a revolution in its field. It is a mineral water treatment thatuses only a small and controlled dose of chlorine so as to protect the skin, hair, andeyes. Not only is it safer and more natural than a chlorine tab, it is also less damagingfor the environment. The fact that Nature 2 Fusion uses minerals, protects the body, andis safer for the environment, is very advantageous for its marketing strategy. However,the dealers market the product as a traditional chlorine dispenser. Why market it as achlorine treatment when the product has so much to offer? Chlorine is often associatedwith harmful chemicals, dry skin, red eyes, and all sorts of negative complications.Zodiac should revise its strategy by claiming it’s a mineral-based product that has abetter impact on the environment. Mentioning the positive effects on the environment isvital as there is an overall “go green” tendency today. Upon further scrutiny, it should bementioned that Nature 2 Fusion does in fact use chlorine, but only in a small dose thatdoes not have repercussions on the body. This however, should not be the first approach,the key points to emphasize are the use of minerals and the improved effects on theenvironment. 3
  • 5. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTPRICECURRENT POSITIONNature2 Fusion pricing is determined, by the quantity and size of the pool that it isservicing. The largest quantity Nature2 services is 45,0000 gallons. When purchasing theNature2 product it is important to keep in mind that it is necessary to purchase chlorinecartridges.All Nature2 fusion systems (main body), it is required to call for a quote. Generally pricescan vary from €200 - €350 depending on the dealer. Cartridges also vary from €100 andupwards every season depending on the pool size. Sometimes it may be moreeconomical to buy the system and cartridges at the same time as a bundle pack (seepricing below) Nature2 Inground CRG25 Pool Purifier €248.87 with Cartridge- 10k To 25k Gallon Pool Nature2 Inground CRG35 Pool Purifier €254.03 with Cartridge - 25k to 35k pool. Nature2 Inground CRG45 Pool Purifier €259.92 with Cartridge- 35k to 45k Gallon PoolWe do not have any particular remarks concerning the price of the product. The price iswell adjusted and should not impede the success of the product. 4
  • 6. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTPLACECURRENT POSITIONNature 2 Fusion is distributed in several European countries, such as Austria, Belgium,Spain, France, Greece, Hungary, Italy, Malta, Czech Republic, United Kingdom, Swedenand Switzerland. However, we will focus on France where the market is much moredeveloped and where the product has a better chance to succeed.Zodiac does not do direct selling, instead it has created partnerships with differentdealers in the country, such as Desjoyaux, Aquilus Piscines, Oasis Piscines … andregional resellers or builders.To be more precise, 90% of these dealers are pool specialists, for example pool builders,resellers, wholesalers selling to pool builders, and pool builders associations. Theleftover 10% are heating specialists.In 2010, Nature 2 had approximately 2,000 partners but only 400 of them were activewhereas the potential volume for Nature 2 in France is 1.2 million of pools to beequipped.The main problem encountered is that only 20% of Zodiac’s dealers are effective inselling the product. This may be due to the fact that pool specialists do not trust thebrand or maybe they are not sufficiently informed about the product.We do not have any different strategy to propose concerning the place. Zodiac companyinsists on selling via dealers so we decided to keep it that way. Our recommendationsconcern the product (positioning) and promotion strategies.PROMOTIONCURRENT POSITIONInternet: Nature 2’s website is quite attractive, it reminds us of the pool industry with itdifferent shades of blue and it is complete. You can find the different productdescriptions (Spa or Pool), explanations about the products and their benefits. You canalso locate the dealer closest to you so that you know where to purchase the desiredproduct. Finally, you can register yourself online in order to get refill reminders for yourcartridges. Depending on the day of purchase, they send an email to the customer every6 months (for the pool cartridge) and 4 months (for the spa cartridge) to remind them toreplace the cartridge. 5
  • 7. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTBrochures: The information presented on the brochure is complete and very precise.There is information about the different cartridges needed depending on the size of thepool, a clear explanation of the product itself, specifications, sketches and key words thatsummarize the product (i.e. easy to use, compatible,...)Trade fairs: Zodiac is present at numerous trade shows and including the one in Lyon.They are also present at the Cologne “International Trade Fair for Sauna, Pool,Ambiance”, but only the German division of Zodiac. Unfortunately, they do notparticipate at the Paris Fair or the Barcelona Fair which are two major fairs.Television: Zodiac is present on television commercials which promote the brand ingeneral. A first commercial was launched to display the Zodiac Company as a whole. Twoother commercials followed later on promoting Zodiac’s pool care products. However,there are no commercials which specifically talk about Zodiac’s Nature 2 line. This is aproblem as the Nature 2 line is hardly visible to direct consumers.Public Relations: Every summer Zodiac creates temporary public pools in the south ofFrance with free access. It seems that Zodiac has a weak PR strategy especiallyconcerning Nature 2 products.The Press: Some articles concerning Zodiac and its Nature2 line can be found inspecialized magazines, such as pool care magazines or home decoration magazines.RECOMMENDED POSITIONConcerning the Zodiac website, we believe that sending an email is not the best way toremind customers to change their cartridges. This is tied to a bigger problem which isdirectly related to the product –there is no way to know when the cartridge is empty.Considering the brochure, the problem we have identified is that there is too muchemphasis on chlorine. This tends to position the product as a traditional chlorinedispenser (since some of the dealers even sell the product as an automatic chlorinedistributor) instead of a mineral and natural water treatment.In order to gain a better reputation amongst their dealers, Zodiac should participate atmore fairs. They still need to gain some visibility and this can definitely help.Zodiac’s general promotional strategy seems weak compared to its objectives, especiallyconcerning its visibility with regards to its retailers. The Nature 2 Fusion is sold onlythanks to the few retailers who advise it to their customers. The retailers should thereforebe the main target in Zodiac’s promotional strategy. 6
  • 8. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTBRAINSTORMINGPROMOTIONB2B:Attend more pool fairs : Paris, South of France (Marseille, Toulouse), etc.Improve relationship with dealers : create advantages for them (price, transport, bundlepacks, 3 best dealers win a weekend…), underline our forces, invite them to fairs,educate dealers about the product, deliver new products quickly in case of big sells andmake this process very easyB2C:Invest in a good placement for the product, add ad or brochures in storesWebsite (nature 2, not zodiac) : put the price or the range of the price, comparison withother methods, messy !SMS alert system for cartridges: how and when?PRODUCTB2C Brochure : explain new position (between organic and only-chlorine treatments)+ Packaging : clearly written advantages+ Bundle pack : chlorine, catridge, nature 2+ Market the product as a natural and healthy choice (vous êtes déjà passé au bio pourla nourriture, les vêtements… pourquoi pas pour votre piscine ?)PRICEAdjust price for all dealers 7
  • 9. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTMARKETING PLANAs a result of our analysis of the current situation of Zodiac’s new product, we will offer adetailed and well-structured proposal in order to improve the success of Nature 2 Fusion.We have been able to observe the strategies already implemented that are effective andthose which we believe should be reviewed. Our proposal offers solutions on a variety oflevels, from B to B actions to B to C ones. We suggest a guideline of actions regardingyour website, your brochure, your relationship with dealers, your sales offers, yourvisibility at pool fairs, and your system of reminders. All these actions are comprisedwithin a 2 years implementation period and with a budget of €75,000.BROCHUREUpon reviewing your brochure we suggest you modify the way you market your product.You should promote Nature 2 Fusion as a mineral purification system, not a chlorinedispenser. It is crucial that you differentiate your product from traditional chlorine watertreatments otherwise it just seems to be a more expensive and not necessarily moreeffective product. Nature 2 Fusion is a water purifier that uses 75% chlorine, whichseems like a lot to the costumer’s eye, so you need to deviate their attention away fromthis. You should position this product between chlorine treatments and salt-watertreatments. Chlorine is the cheapest solution but is known for its negative effects on thehuman body, while salt-water treatment is very organic but terribly expensive. A mineralpurifier, such as Nature 2 Fusion, is the ideal compromise as it minimizes negativeeffects on the skin and the environment, while being significantly cheaper than salt-watertreatments. The strategy is thus to market its environmentally friendly usage and itsmineral-based treatment while keeping a highly competitive price.We plan on distributing 8,000 professional brochures with the new positioning whichwould cost €2,800. 6,000 of those brochures will be given out to the 2,000 dealers sothat each dealer has a few to keep and consult. The other 2,000 brochures will be for thepool fairs that we suggest Zodiac should attend (will be explained later on). Thesebrochures will be placed on the stands for people to view. We will then print 1 millionflyers to be distributed to all the dealers. These flyers will be for the customers to takehome with them and would cost €11,700. Thus, the entire budget for 80,00 brochuresand 1 million flyers will be €14,500.POOL FAIRSZodiac Pool Care should consider attending more pool fairs in France and eventually inall of Europe. Why are pool fairs so important? First of all, it allows the brand to be wellknown because if the stand is attractive, customers and dealers will be interested in the 8
  • 10. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTproduct and will remember the company. Secondly, it is a good way to reveal the newpositioning of the product with the launch of the new brochure (seen before) andpromote the advantages of the machine. Thirdly, as it will be discussed in the next part,it is the perfect opportunity for Zodiac to improve its relationship with its dealers.Zodiac is already present in the Lyon fair which will take place between the 13th and the16th of November 2012, but it is the only fair in which the company is represented. InFrance, it is the only professional pool fair which may explain why it is the only fair theyattend, but they should also be present in others pool fairs for two main reasons. Thefirst one is that professional pool dealers also visit non professional fairs which meansthat contracts and/or contacts can be made during those fairs. The second reason is thateven if there are no sales done at these fairs, they give a lot of visibility of the companyand so customers will be more likely to recognize the brand and trust it if they see it in apool store.Pool fairs would allow Zodiac, as we mentioned in the previous paragraph, to expand itsnetwork. Professional dealers will be present and some will certainly be interested soZodiac should have a database in which every dealer is stored with details (location ofthe store, best selling products, etc.) this process would allow the brand to rememberdealers and keep in touch (to sell our product) with them.If individuals are interested in the Nature 2 line, Zodiac should take their names, locationand ask them if they are interested in buying the product. Then, Zodiac could adapt thelist according to the location of customers and transmit them to their local dealers. Thisprocess would increase sales and show to the final consumer that the company reliableand proactive. Furthermore, it would ameliorate the relationship with dealers becausewould be bringing them new customers.In France, we have found two other pool fairs that are interesting for Zodiac to attend.The first one is the fair in Paris which should be mandatory for Zodiac to attend since itis a national event. The other one is in Marseille which is also important considering it isa big city in the south of France where there are many swimming pools. We could notfind the dates for 2012 but the Marseille fair will probably take place beginning of March2011. 9
  • 11. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTOur budget for the Paris fair and the Marseille fair is the following:Paris pool fair: for the 2011 fair, inscriptions are closed so we will be present at the2012 Paris pool fair. For this fair, our strategy is to be visible to the public since it is anational and well-known salon. We will invite our dealers and try to be known by thepublic. For this, we would create a stand of 15 square meters.Ready stand : €339/sq meters : €5,085Participation fees (insurance, presentation in the catalog) : €510E-Invitations cards : €3/card ; for 50 cards : €150One commercial employee to be present on the stand : Paid 2,500€/month = about€600Additional fees : (transportation, food and drinks, furniture rental) : €500The total cost of the Paris pool fair would be: €6,845Marseille pool fair : Our strategy for the Marseille pool fair is to just be present. Since itis not a professional pool fair and it is not our main fair, we decided to create a smallstand of 12 sq meters.Layed out stand (with sign, wall, spots and fitted carpet): 165€ per square meters :€1,980Participation fees (insurance, one parking space, five exhibitors badges and electricity):€550Invitation cards (for dealers) : €2/ card : for 20 cards : €40One commercial employee to be present on the stand : Paid €2,500/month = about€600Additional fees (transportation, food and drinks, furniture rental) : €400The total cost of the Marseille pool fair would be: €3,570Our total estimated budget for the pool fairs is €10,415 for 2012 and the same price for2013. 10
  • 12. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTACTIONS TO IMPROVE RELATIONSHIP WITH DEALERSThere are three ways to improve Zodiac’s relationship with its dealers and to make it asdurable as possible: Create real advantages for the dealers, invite them to fairs that thecompany intends to join, and find a new way to convince them of the potential of Nature2Fusion.NEW ADVANTAGESOne of the ways to improve Zodiac’s relationship with its dealers is to create advantagesfor them through different actions. This can be done either through the process of sellingour product or as a return on sales. The relationship with the dealers is extremelyimportant for Zodiac as the dealers are the ones who recommend the product to the finalconsumers (who usually have no idea on available offers) and who determine where theproducts are placed in their shops. A bad relationship with a dealer can be extremelynegative for sales.One of the ways to enhance good relationships is to offer the dealers an interestingmargin on the products sold. We can, for example, increase this margin by 2% for everyNature2 Fusion filter system sold and by 1% on Nature2 mineral cartridge sales. Thisstrategy depends of course on the existing contract with each specific dealer.Dealers can also be interested in an offer dealing with delivery costs. Transportation canbe free for purchases of 1,000 cartridges and more or 300 filters and more. The dealshould be negotiated with the dealer for specific cases such as privileged clients, etc."Top 3 dealers" week-end: The most important way to develop durable relationships withdealers is through a "Top 3 Dealers" week-end contest. The 3 dealers who have thehighest turnover concerning filters and cartridge sales combined win a week-end for twopeople in Nice. Estimated budget for 2 people (min.-max.): 1 night Hotel: €200-€350 + Train: €40-€150 (roundtrip estimated for Paris-Nice) + Diner: €120 + Breakfast: €30 + Lunch: €60 = Total: €450-€710 = Total for all 3 week-ends for 2013 estimated: €1,350-€2,130 11
  • 13. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTThe total cost of the operation is not as high as can be imagined, but it can definitelymotivate dealers and cement Zodiac’s future relationship with them.FAIR INVITATIONSIn order to create a durable relationship with dealers, the company must meet them assoon as possible. This would help the dealers remember our product and by extensionknow it better. Moreover, creating a meeting with dealers is also a good way to introducethem to new products and give additional information on current products. Meeting withdealers directly is the best way to communicate with them, therefore Zodiac should invitethem to the pool fairs.Zodiac should attend Paris, Marseille, and Lyon pool fairs and all of the dealers must beinvited to at least one of these. First, all dealers must be invited to the Paris annual fairbecause it is the biggest French fair and everyone should be able to participate.Moreover, most big name companies participate in this fair, so our dealers won’t have tocome only to see Zodiac.Then, each dealer should be invited to a more local fair, especially in high poolequipment rate areas. The cost of this action resides mainly in creating the invitations,sending them, and purchasing the fair entrance tickets for dealers. The invitations shouldbe sent both by email and by mail which is more formal, and should include one or twofair tickets depending on the number of employees at the shop. We estimate €2,800 as atotal budget: around €1,100 for designing the numeric and paper invitations, €1,300 forfair tickets, and €400 for printing and sending the whole of the invitations.Finally, dealers should be given a good reason to come and meet the company. It is notthat easy actually to create a valid incentive for the dealers to make the effort to attend apool fair. Of course they can be invited in a formal way in order to discover a new productor be the first to have new information, etc. However, it seems also interesting to insert acasual aspect to this meeting, for example, offering breakfast.The cost of this operation is estimated to €1.7 which includes two coffees (€0.8) and twocroissants (€0.9) per dealer. In order for this operation to work, dealers must respond tothe invitation one month before the fair date. A little more coffee and food will be boughtfor last minute arrivals.KNOWLEDGE OF NATURE 2A main problem that we’ve observed is that the dealers do not fully trust the Nature2product and so they do not advertise it much to their clients. It is important to explainand highlight the forces of the product to them. 12
  • 14. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTIn order to convince them of the utility of the product two actions can be implemented.First, the brochure must be designed specifically for the dealers, therefore it should moretechnical and more detailed but still concise. The dealers must understand all thedifferent aspects of Nature 2 Fusion and its positioning. Furthermore, in case the dealershave any questions or concerns, they should be aware that they can contact their localsales representative by telephone or email. The brochure can be inspired by the onesalready available. Total creation and printing of the brochures is estimated at €500.The second action is to give all dealers a sales pitch. It will be a short argument tohighlight the strengths of the product which are crucial for customers. The sales pitchmust be brief, direct, and easily understood by everyone. This strategy will help dealersunderstand which customers might be more attracted by the product. Zodiac can deliverto all dealers a document with the sales pitch written on it and like the previous action itis not very expensive. A €500 budget seems correct for it.BUNDLE PACKBuying the « Fusion » machine with the mineral cartridge and chlorine tab is not an easydecision for the final consumer considering the products have different life spans andneed to be changed at different intervals. Moreover, buying all the products separatelyturns out to be very expensive.In order to convince customers to buy all these products at once, we suggest offeringbundle packs:A Complete pack including the machine, the chlorine tab, and the mineral cartridge for€433.5 (13% discount).And a Complementary pack including the chlorine tab and the cartridge for €159.99(20% discount) for consumers who already have the machine.The cost of this strategy is quite low because the packaging is not the main priority. Thebundle pack is a simple idea, therefore it has to reflect this simplicity and be easilyaccessible to both dealers and customers.This project consists in putting together the machine, a cartridge, and a chlorine tab in asimple pack. We were not able to include this project into the budget because there isnot sufficient information to estimate the cost of production.The pack does not necessarily need to be placed on a shelf at the entry of each store;first dealers need to be convinced of the product. Once the dealers acknowledge that theproduct is interesting to customers, Zodiac can then consider investing in productplacement. 13
  • 15. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTWEBSITEWhen we analysed the Zodiac group we quickly discovered that the company had twowebsites (www.nature2.com, www.zodiac-poolcare.com) which both contained differentinformation. It took a lot of time to navigate through the different websites to find theinformation needed and to our surprise there was even some discordance in theinformation presented. It is crucial to remedy this problem.To avoid costumer confusion, Zodiac should have one only one all-inclusive website withcomplete and accurate information. A suitable website is required for the costumer tomake an informative decision when purchasing Zodiac products over other competitors’products. A comprehensive price list should be included within the website along with allthe detailed information about the products.The minimum cost is this action is estimated €6,000.SMS SERVICE ALERTOur final proposal for Zodiac concerns its after-sales service. The company shouldprovide a SMS service alert for its customers. This action consists of a sending an SMSfour months after the customer bought a mineral cartridge to remind him/her that it isnow time to purchase a new cartridge. This service will attract more customers since itwill prove that Zodiac has excellent after sales care and really cares about its customers.Another SMS could be sent when cartridge needs to be changed, six months after thepurchase.We have listed here numerous proposals to help the success of Zodiac’s Nature 2 Fusion.There are many things to consider and take into account so we examined a number ofstrategies from different viewpoints. It is important to recognize that Zodiac is dealingwith two kinds of customers: dealers and the final consumer. Both need to be convincedof the need and attractiveness of the product for it to succeed. We hope that with ourstrategic plan, we have awoken some new ideas. 14
  • 16. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTBUDGETAs a global budget, we estimate all our actions to be worth €59,350: - Brochure : €14,500 - Pool fairs : €20,830 - Top dealers weekend : €4,260 - Fair invitations : €12,400 - Knowledge of Nature 2: €1,000 - Website : €6,000We cannot estimate the price of the following actions: the bundle pack and the SMSService Alert. However, we think that €12,650 will be enough to finance these twoactions.The SMS Alert is a software adaptation, so it will not be very expensive. An IT managershould be able to introduce this new functionality and if not, an external IT expert canimplement it. In the unlikely case that a software adaptation is not possible, buying newsoftware does seem out of budget.Concerning the bundle pack the cost could be quite high because of all the productioncosts. Nonetheless, we think that this new way of selling is a key point in increasingcartridge sales. 15
  • 17. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTTIMELINE Flyers and SMS Service Marseille Paris Pool Weekend (in brochures Alert Pool Fair Fair May 2013) Estimate,December conception, Adapt a2012 creation, software printing Have a Choose staff, Send salesJanuary technician prepare pitch to2013 implement logistics, dealers by software and food email Send out Ready toFebruary invitations to distribute dealers Send informationaMarch The event l flyers about this competitionAprilMayJuneJulyAugustSeptember Choose staff, prepareOctober logistics, and food SendNovember invitations to dealersDecember Event 16
  • 18. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERTCONCLUSIONFrom a global perspective, our actions will promote efficient and effectivecommunication. Creating a better understanding and closer contact with both dealersand customers is a sure way to increase sales.Estimating the global sales increase during the next two year is quite hard because thereare so many variables to take into account. Nonetheless, we strongly believe that moredealers will actively sell Zodiac’s product if given more information about it. Our goal isfor Nature 2 Fusion to become fully integrated in the market of swimming pooltreatments as a top-selling solution. 17
  • 19. Nature 2: current position and recommendationsESDES 3A G1 A ABDO – BACCON – BAUDIN – BOUGET – CASSERLY - HUMBERT 18