1. Keymatch project Team A5 Clémence Bollenot Martin Cestan Marine Coudray Baptiste Escarment Solène Precetti Caroline Vuillermet
2. Outline Actual situation Objectives to reach Proposed marketing actions Timeline Costs
3. Current situation Zodiac only owns 2% of the swimming pool market, and has 400 active dealers Negative impact of Nature 2 pro Lack of communication between Zodiac and its resellers
4. Objectives to reach Increase market shares by 8% in 2013, and up to 20% in 2014. Sell more cartridges, 30% more in 2013 and 80% in 2014. 50% increase in resellers (600) by 2013 and 1,000 resellers by 2014. Creation of a community.
5. Proposed marketing actions The seminar tour ◦ Present the new product ◦ Explain its benefits ◦ Reinforce the communication with the dealers 10 sessions
6. Trip contest Best seller reward ◦ A 5 day trip to Corfu (Greece) for 4 people increase motivation, communication and involvement of the dealers build Zodiac community
7. Promotion through a community Eliminate Mr. and Mrs. Zodiac Creation of a forum: FAQ with consumers and technicians. Creation of a Facebook page to emphasise the community spirit.
8. Promotion through a community How? Sponsorship Discount of 20% on cartridges if acustomer convinces a new one to get theproduct. What for? Development of customer loyalty and customer adoption.
9. Gain the confidence of the dealersand customers and establish loyalty Loyalty card with 5% discount every two cartridges Creation of a partnership with a pharmaceutical company or label
10. Renew cartridges A deposit system to secure the consumer’s loyalty A discount system to increase the sales An email to remindthem of changing theircartridge
11. New product name A new name: two words with a strong meaning - Aqua - Pure A new logo which recalls the functions of the product
12. Innovate communication tools A more appealing promotion strategy directed towards the specific consumers (pool or spa users) New posters and technical documentation for each one
13. TimelineLaunch of the forumSeminar+Seminar atand distribution of the new Email sent the beginning of the high season+ Production for the cartridge renewal Completion of the name/logo change+ Productionposters for the whole linebrochures & and distribution of the newbrochures of posters for the Fusion product + Launch & the operation concerning the+ Partnership with a lab catridges+ Change of the name/logo with reference to theprevious one March 2014- October 2013 - October 2014 March 2014 March 2013 - October 2013 October 2012 - March 2013
14. Costs SEMINAR POSTERS FORUM BROCHURES STAFF TRAVEL FEES REWARD TRIP*possible compensation for salespersons and a webmaster and budget for thecreation of a logo,…
15. Conclusion Avec Aquapure prenez la vie côté azur !