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

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

  1. 1. 2011Zodiac Final Report DI STEFANO Mélissa, FAVARD Camille, FRYCKOVA Veronika, JEANNIN Camille, RIBEIRINHO Nelson, THELOT Laëtitia group B1 Marketing 3.0 14/10/2011 0
  2. 2. OUTLINEExecutive summary ....................................................................................................................................................... 1Part 1: Background situation ........................................................................................................................................ 2 A. Analysis of the current positioning and marketing mix .................................................................................... 2 B. Our recommended positioning ......................................................................................................................... 4Part 2: Brainstorming .................................................................................................................................................... 5 A. Enhance communication with dealers ............................................................................................................. 5 B. Inform and attract customers ........................................................................................................................... 5Part 3: Marketing plan .................................................................................................................................................. 6 Marketing objectives ............................................................................................................................................ 6 Marketing strategy................................................................................................................................................ 7 Marketing mix ....................................................................................................................................................... 7 Action plan & timing ............................................................................................................................................. 9 Budget ................................................................................................................................................................. 10Illustrations’ outline .................................................................................................................................................... 11 1
  3. 3. EXECUTIVE SUMMARYZodiac is the leader on the market of mineral water treatment. Even though the potential market ishuge, sales are not growing and actual customers do not renew cartridges. The issue that company facesis crucial: How to increase sales and acquire customers’ loyalty? Zodiac Nature 2 positioning is : "Sansdoute la solution idéale pour avoir une eau pure et douce ». However, from the marketing mix analysiswe found out a strong discrepancy between what the company wants to stand for (positioning) and themessage received by the consumers (communication). Not only the product may be perceived asexpensive by the customer (no transparency about the installation and final cost), but also there is aconfusion about the chlorine’s action. If a customer chooses a mineral solution, it is because he doesntwant 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 wasreleased regarding the topic. In a nutshell, the communication (for both consumers and dealers) is themain issue, but can become the differential advantage for Nature2.Our marketing campaign will alternate pull strategy activities during low seasons and a push strategyduring high seasons. The pull strategy is essential: Nature2 Fusion is a valued product, implying somerisks. We face three targeted segments which need to be educated: existing customers, 70% of poolowners who are currently using chlorine and future pool owners. Solutions to remind actual customersto change the cartridge are multiple: sending emails and SMS, putting sticker on the machine... Vodcaststo explain the installation to dealers and about advantages of the system for customers should be madein order to present the product and provide some marketing messages. Having an online presence isindispensable to strengthen the communication with customers that is currently inexistent: post videoson YouTube or use Twitter and Facebook, create a forum on the website and reorganize it. It may bevery efficient to create a community so that consumers can get attached to the product and to thebrand. 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 waterand the ease of use... In addition, there are opportunities to acquire other differential advantages by theacquisition of a certification for example, which will reinforce the reputation of the brand, currentlyinfamous. Another interesting alternative to boost their sales and optimize the merchandising is toorganize 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 recentlybuilt swimming pools (10% each year), which represents about 265 000 devices according to ourforecasts, including the current 32 000 products in France plus almost 62 000 with new swimming poolsand the rest by selling other devices. Regarding the renewed cartridges, we want to reach a replacementrate of 75% by 2013 after the launch of the promotional campaign. These objectives are reachable andas we have seen, the opportunities are present.Zodiac is currently facing an issue, but by implementing an effective and efficient communicationstrategy, the leader on the market can not only easily reach our targets, but exceed them. 1
  4. 4. PART 1: BACKGROUND SITUATION A. ANALYSIS OF THE CURRENT POSITIONING AND MARKETING MIXZodiac’s current positioning for Nature 2 is: "Sans doute la solution idéale pour avoir une eau pure etdouce". In order to see if this positioning is optimized, let’s have a closer look on its marketing mix. 1. PLACEZodiac has a 100% indirect model of sale (B to B to C). Overall, there are 2 000 certified resellersspecialized either in heating or pool installation, however only one fifth is actively selling the product. Aslong as the resellers are the main prescriptors; their credibility is at stake. Nature 2 products areconsidered as risky products: Zodiac has no competitor on the market and in addition its last producthad issues and had to be removed from the market. The company offers a high level training andorganizes exhibition stands so as to promote new products. In addition, a special section on the websitedesigned for them (not accessible by the customer) and according to Zodiac, they also receive specialbrochures. Nevertheless, no special incentives are offered to them. 2. PRICEThe price starts at 299 € for the device itself, and is comprised between 69 and 99 €, taxes included, forthe cartridge. As a result, the product may seem expensive, as you have to add the installation costs (notdetailed on the website), plus the cost of the cartridges replacement after the season.Zodiac points out that Nature2 is cheaper compared to other treatments if we take in accountprice/efficiency. However, Nature2 remains twice more expensive than chlorine, that represents 60% ofmarket. 3. PRODUCTThe 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 6months. The ceramic balls in the cartridge contain copper and silver. These components have adisinfecting and clearing action.The chlorine distributor can stock 10 chlorine pebbles, which represent autonomy of almost twomonths. When the water is filtrated by the cartridge, the chlorine distributor diffuses the necessaryamount 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, clearingsystem and bactericide system.This product fit all sizes of swimming-pool (from 20 to 170 m3). 2
  5. 5. This product is simple, healthy, and comfortable when you use it. However, the company found out thatcustomers do not change their cartridges every 6 months or every year (depending on the utilization). Ifthe 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. Zodiachad problems with a previous product of the same range: Nature2 Pro Plus. Because of this product, thesales do not grow; dealers do not trust the products anymore. This unfortunate experience had a badeffect 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 havebeen created in 3 years. Even if it is very important to innovate, Zodiac should innovate less and focuson existing products. 4. PROMOTIONZodiac has opted for a strong marketing communication with 40 promotional actions a year. Theseactions 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 ableto 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 innovationinstead 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 ofchlorine treatment, and can be the first users to seduce. On actual brochures, we see a young womanwho takes care of her skin. The customer expects more to see a picture of a mum enjoying the comfortand a clean pool without chlorine.Zodiac has currently only their dealers as main prescriptors, however other actors could become theirprescriptors as well, for instance the dermatologists. Zodiac does not seem to take advantage of word ofmouth, which is the cheapest and most efficient marketing strategy. There are no “round tableconferences” organized for customers. There is a clear absence of Pinko marketing: no co-creation withthe 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. 3
  6. 6. B. OUR RECOMMENDED POSITIONINGBased on the marketing mix analysis, we can conclude that the actual Zodiac positioning for Nature2 isnot optimized. The product has several main weaknesses; however there are opportunities to improveas 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 iscompatible with Nature2 products. The market is not saturated; Zodiac can still gain pieces of themarket thanks to its product compatibility. As a result, a communication more focused on it seemsnecessary.Creation of relationship with dealers is a must: Zodiac can offer better training and improve thebrochures. The company should give them tips for sales, ask them for feedback. The final goal is tocreate trust and loyalty by understanding their values, needs and visions (purpose-identity-valuesmodel).The new Zodiac’s product is entitled Nature2 Fusion. This name is too close to the previous productNature2 Pro Plus, so it is difficult to dissociate the previous and the actual product. It could be a goodidea 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 willnot seem as expensive as it may seem now. Another option is to offer bundled price or discounts. Lastbut not least, Zodiac should become more transparent about prices and the total cost by giving concreteexamples 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 noimpact on sales. Zodiac should privilege the quality of their promotional actions instead of quantity. Inaddition, it has to reorganize its website, make it more complete and more comprehensive. Why not toinclude articles, open forums for discussions, use pictures?The relationship with customers is crucial. They are using the product and know exactly what they like ordo 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 includingdermatologists as well? They can insist on its healthful effects and consequently convince easily somecustomers of the benefits of the product, thanks to their credibility. Mothers are also a significanttarget: 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 productin order to recreate trust and relationship with dealers and customers by explaining exactly what wentwrong 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, lessexpensive 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». 4
  7. 7. PART 2: BRAINSTORMING A. ENHANCE COMMUNICATION WITH DEALERSFailure of previous device: We have to face a major problem. First of all, Zodiac could distribute somebrochures about the product to the dealers. These brochures must comprise information about theproduct. Zodiac should include statistics that compare the annual cost of Nature2 Fusion with a classicalchlorine device. Thus, it will strengthen the reputation of the brand, stained by the previous Nature2product. These brochures must feature guidelines and advice on selling technique regarding the productitself. This guidance must put forward the ease of use of the product, a speech based on the overallsystem of the product (where and when to reload the cartridge and where to refill the chorine), andinsist on the fact that the product must be reload once a year (which constitutes a benefit for theconsumer given that he can save money in the long run), and instill on dealers mind that the reload ofthe cartridge entails consumer fidelity. In order to optimize the communication with the resellers anddeepen the presentation of the product features, vodcasts and videos for the resellers will be releasedon InternetDermatologists & label: Zodiac could also kill two birds with a stone by either providing a medical reporton the water treatment or setting up conferences with dermatologists. Furthermore, Zodiac mustprospect some entities so as to get a label, which prove the dealers and the consumers that Nature2Fusion abides by deontological rules. Nevertheless, we remain cautious because a label might shift intoa double-edged sword because some institutions find out that the labels were not that reliable (someare not only bribed but also biased or unofficial). Zodiac must choose the most reliable label toconserve some credibility. (More and more consumers shrug labels). Nature2 Fusion has already anAmerican 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 lastproduct (Nature2 pro plus) by doing a communication meeting/press conference (only for dealers) tosay that they did a mistake on the last product but thanks to the R&D they found out the right way tomake 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 avoyage. It will stimulate them and incite them to promote Nature2 Fusion. They could also receivebonuses for sales. B. INFORM AND ATTRACT CUSTOMERSWe think about focusing on the cartridge in order to attract customers and incite them to come back tothe resellers shop. Indeed we know that it has to be changed twice a year; consequently we thought ofdifferent 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. 5
  8. 8. - 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 PLANMARKETING OBJECTIVESIn the long run our objective is to tap into the chlorine treatment market. In order to achieve such anobjective, 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, wewill devote our intention to strengthen our relationships with resellers, and, in parallel with finalconsumers.Although the company flounders because of the previous Nature product, we must persuade theremaining 1600 resellers to opt for our product and the current ones to keep it. As a matter of fact, weplan to make these latter sell more than 140 0001 from now to 2015. We will resort to enhancing the1 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. 6
  9. 9. communication with distributors, push them to value our product and incite customer to purchase it(Reseller challenge).MARKETING STRATEGYTargeted segmentsWe face three targeted segments: existing customers, 70% of pool owners who are currently usingchlorine and future pool owners. First of all, our existing customers are 32 000 and need to beencouraged to renew the cartridges. Our second target, owners who are using chlorine and those usingany kind of chlorine distributor, are 84 0002 and represent a key target. We have to seduce them withour products. Finally, we should not forget people who are thinking about constructing pools. Theyrepresent a vital target as well: more and more pools are installed every year, around 10%. During theconstruction period, they choose the type of product they will use to treat their pools; as a result theysearch a lot of information in order to choose the product that fits them.Differential advantagesNature2 Fusion has differential advantages on which we need to focus. First of all, our product is naturalas it uses a mineral cartridge. This cartridge provides not only a better quality of water, but also destroysbacteria, controls algae, optimizes the chlorines role and stabilizes the pH. Also, it is a remedy for thenegative effects of chlorine: it uses a mineral element composed with chlorine; as a result, the amountof 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 evenhave to think about it and renew the chlorine every week because there is always the right amount ofchlorine distributed. The price is low compared to other kinds of natural treatment, but remains highercompared to chlorine.MARKETING MIXIn our marketing mix we will focus on place and promotion, as we cannot change neither the productnor the price significantly. PROMOTIONOnline presenceIn today’s globalized world, an efficient and effective website is essential. It is the place wherecustomers will find all the information they need. In our new marketing mix, we reorganize the websiteof the company in order to avoid the “mousetrap fallacy” (focus too much on innovation instead ofneeds). The new website will be less confusing (change of the icons), less blue (the website will be morelegible) and will include publicity and news about recently launched products and events (as roundtables). In addition, there will be a link to a forum where customers can discuss the products and theirexperiences, as well as a link to the Facebook or Twitter page. You can find an illustration of the newwebsite 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 7
  10. 10. 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 futureplans are. Take advantage of YouTube is an interesting option too: videos will be posted in order tocreate a buzz and encourage WOM. We will create a new video for the customers. It is true that a videoin destination to the customer already exists, however it is not very efficient. Zodiac should takeinspiration from the video they did for Nature2 Pro plus: it was more entertaining and the benefits ofthe 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 thevideo they did for Nature 2 Fusion, they targeted both man and women; nevertheless none of them wasreally pumped up by the product. Women will be the ones that appreciate more comfort and the easeof use, so Zodiac should target them at first.All these actions require a person responsible for the control of the information on the Internet. Thisperson would not only be responsible for surveying the information available, but also for participatingat the public forums (as an individual, not the company, to promote and give positive information andhave some feedback from the consumers), creating just one website for the product (there are toomany which leads to confusion), or for making Zodiac information better referenced when searchingabout natural treatment through a browser such as Google. His/her another important task would be toget rid of all the videos, advertisements, information concerning the previous product which is still onthe market even thought it had reliability issues.Creation of loyalty with our customersOur customers have to come back to renew their cartridges. That is why we will ask them to registerwhen they buy the product so Zodiac will be able to send them an e-mail and/or SMS to remind themthat they have to change the cartridge after the season In addition, a sticker on the fusion machine withthe date of sale and with the address of the closest dealer is a must and will be included. Another optionin order to increase this loyalty would be to offer affinity programs or special recognition programs tolong 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 eligiblefor discount on his/her next cartridge.New catalogues and flyersActual brochures for customers are too technical, detailed, and not enough eye catching. Customersneed to identify quickly the added value by Zodiac. Consequently, we change their actual Zodiac’sbrochures; you find an example of a brochure for customers as well as for dealers among theillustrations (p.13-16). These brochures point out the differential advantages of Zodiac. Small flyers willbe distributed by mail as well.Round tables with dermatologists & labelZodiac has already acquired a label in the US, however this is not the case of Europe. That is why weenvisage 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. 8
  11. 11. 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. July 2013 - Keep in touch with dealers about - Beginning of the restructuration of the eventual concerns. 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.August 2012 - Conception of a new brochure for dealers August 2013 and customers. - Get rid of all the videos, advertisements, information concerning the previous product which is still on the market.September - Edition of the new brochure for dealers September 2013 - Control the information on the 2012 and customers. internet: manage what is said on - Creation of a Facebook page. public forums October - Creation of vodcasts for dealers; October 2013 - Spread the sms system 2012 objective: explain the installation and how the product works.November - E-mailing to 1.600 dealers who have not November 2013 - Analyze the first year strategy: volume 2012 sold the product yet. of sales, feedbacks about promotion - Agreement with dealers to share and communication. customers data.December - Be active at national showrooms for December 2013 - Be active at national showrooms for 2012 customers. Show our product to customers. Show our product to customers during "Le Salon de la Piscine customers during "Le Salon de la & du Spa" which takes place in Paris at Piscine & du Spa" which takes place in 9
  12. 12. the beginning of December. Paris at the beginning of December. January - Publish the Vodcast on YouTube. Send it January 2014 - Organize interviews and meeting with 2013 to the dealers. dermatologists. - Creation of posters. - Organize a contest for the dealers with the highest volume of sales. February - Make a buzz on social network. February 2014 - Interview with dermatologists and 2013 - Create a forum on our website on which eventually process to get the label customers can discuss. "testé dermatologiquement".March 2013 - Improve publicity in dealers’ stores March 2014 - Focus on professional press, article thanks to new big posters. about our new product. - Actualize the Facebook and Twitter profile with the first year result. April - Optimize the merchandising. April 2014 - Download a video on YouTube 2013 focusing on the benefits of the product (family comfort). - Optimize the merchandising. May 2013 - Agreement with dealers about discount May 2014 - Control the information on the on next cartridge when you buy the Internet: manage what is said on Fusion system (cartridge + system) for public forums customers June 2013 - Control the information on the internet: June, July, - Keep in touch with dealers about manage what is said on public forums August 2014 eventual concerns. September 2014 - Trip for the best dealers. BUDGET Task Information Budget Creation of the website Computer graphics specialist; 50 €/h, 3 days (7 h/day) 1 250 New brochure for dealers 2000 dealers; 2 brochures 876 New brochure for customers 60 000 brochures/2 years 7 629 Edition: new brochure for dealers Graphic designer (about 10 h/brochure) 500 E-mailing to the 2000 dealers 119 Average price for a mere stand with equipment = 1000 € National showrooms (sign in) + 20 €/h for 2 representatives (10h). There are 3 7 200 showrooms in Nantes, Montpellier, Paris An employee of the company who spends 2 hours per Create a forum on our website 1 700 week to answer questionsControl of the information on the internet 10 h/month 12 000 Spreading of the sms system 10000 sms = 1000 1 000 Hire a professional to record the video. We assume thatDownload a video on YouTube about the 20 hours are needed and the professional asks 2 000 benefit of the product (family comfort) 100€/hourKeep in touch with dealers about eventual Part time employee responsible of relations with 20 000 concerns resellers Trip for the 3 best dealers 3 trips which costs 2000 euro each 6 000 TOTAL 60 274 10
  13. 13. ILLUSTRATIONS’ OUTLINEN°1: SWOT Analysis............................................................................................................................................. 12N°2: Brochure for customer ................................................................................................................................ 13N°3: Brochure for dealers ................................................................................................................................... 15N°4: Website home page.................................................................................................................................... 17N°5: Website product page ................................................................................................................................ 18N°6: Marketing objectives explanations............................................................................................................. 19N°7: Budget explanations ................................................................................................................................... 22 11
  14. 14. N°1: SWOT ANALYSIS FORCES WEAKNESSES Leader on the market (no direct competition)  No incentives for dealers Product cheaper compared to other treatments, if  Only every fifth sales the product we take in account efficiency/price  Only dealers are the only prescriptors Reduce the manipulation of chemical products  Product seems expensive: no transparency about Erase the disadvantages of chlorine the total cost (twice more expensive compared to Big brand, internationally known chlorine) Easy to use  No discounts or bundled price offered EPA approved in the US (Environment Protection  Confusion: a chlorine product or not? Agency)  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 12
  15. 15. Tout en unsystème nettoyant minéral+ distributeur automatique dechlore Minéraux + Chlore Simple d’utilisation Compatible avec tous systèmes Contrôle des bactéries et algues Optimise le pouvoir du chlore La solution naturelle pour votre bien-être 13
  16. 16. 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 deau 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 délectricité Respect environnemental et simplicité • Traitement de 20 à 170 m3 deau pour tuyau souple Ø 32 ou 38 mm (4 modèles de cartouches Nature 2® Fusion inclus) ou enterrée (raccords pour tuyau • Fonctionne uniquement avec du chlore lent rigide Ø 50/63 mm en standard) stabilisé de type “TRI-CHLORO" (en galet) Remplacement • Installation à la construction ou • Pour piscines hors-sol (kit d’adaptation sur piscine existante des cartouches : 1 fois par an 14ZODIAC POOL CAREwww.nature2.fr
  17. 17. 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 leau et génère naturellement un effet bactéricide et algicide - Optimise lefficacité du chlore grâce à laction minérale, diminue donc la quantité de chlore utilisée Laction : - Diffuse automatiquement les minéraux pendant 6 mois dautonomie (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) Linstallation : - Installation facile, sans alimentation électrique nécessaires, ni de programmation - Installation possible sur construction et sur piscines existantesRemplacementdes cartouches : 1 fois par an 15ZODIAC POOL CAREwww.nature2.fr
  18. 18. Respect environnemental et simplicité Nature2 Fusion TARIF HT Cartouche 15 Cartouche 25 Cartouche 35 Cartouche 45 (hors cartouche) Volume deau à traiter 20 > 40 m² 40 > 90 m² 90 > 130 m² 130 > 170 m² Nature2 Fusion 250 € 58 € 66 € 74 € 83 € Les cartouches sont compatibles avec le système Nature² DuoClear Caractéristiques techniques Pression maximale en service 3,4 bar (50 psi) Débit d’eau à l’intérieur de la cartouche jusquà 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 Jusquà 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 lemballage) 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 jusquà 2,5 kg de chlore lent stabilisé (10 galets de 250g empilés), soit une autonomie de 2 mois 3 environ (pour une piscine de 50m – dans des conditions normales dutilisations – 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 3 ans cartouche) Garantie cartouche A linstallation uniquement 16ZODIAC POOL CAREwww.nature2.fr
  19. 19. Accueil Produits Services A propos Trouver Espace Contact de Zodiac revendeurs pro Like sur Facebook Nouveau Nature² Fusion purificateur minéral Soyer les premiers à découvrir les nouveautés jean@dupont.fr 17
  20. 20. Accueil Produits Services A propos Trouver Espace Contact de Zodiac revendeurs pro Robots nettoyeurs Chauffage Purificateur minéral Filtration Déshumidificateurs Electrolyse au sel 18
  21. 21. 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 rateCurrent replacement rate 50% ObjectiveWhich 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 acartridge 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 19
  22. 22. 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 2013 1 883 213 147 373 14 737 10% 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 Current situation # of Nature with new Products 61 655,66 32 000,00 SP equippedMultiplied by … # currentproducts 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 20
  23. 23. # of Nature with current SP equipped Revenue (generated by # of Nature2 Total Sales(make the current owner of SP choose our with current SP and with the recenlty 172331 volume product) Breakdown beneath built one) 2012 5% of the objective 6 660 167 22 201 8617 2013 20% of obj 14 761 052 49 204 34466 2014 35% of obj 22 891 312 76 304 60316 2015 40% of obj 25 883 505 86 278 68932 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. Lets assume that we get Consequently, they 233,99 in 5 years 1000 distributors have to sell Product sales forecasted minus the curent 233 986,79 265 986,79 (2011-2015) 32000 devices) Revenue generated through 5 years with 70 196 036,48 devices Cartridges generated through 5 years with 37 762 712,44 devices TOTAL REVENUE 107 958 748,93 21
  24. 24. N°7: BUDGET EXPLANATIONS Task Information Budget Sources Computer graphics specialist; 50 €/h, 3 http://www.graphic- Creation of the website 1 250 days (7 h/day) instinct.com/tarifs/ 876 New brochure for dealers 2000 dealers; 2 brochures http://www.graphiste- 7 629 imprimeur.com/29-devis-New brochure for customers 60 000 brochures/2 years Depliant-20x21-cm.html Edition: new brochure for Graphic designer (about 10 h/brochure) 500 dealers 50€/h E-mailing to the 400 dealers 36 See table hereunder (29+ 6x9) see tableE-mailing to 1.600 new dealers 83 hereunder Average price for a mere stand with http://www.reussir-son- equipment = 1000 € (sign in) + 20 €/h for habitat.com/foire-salon- National showrooms 7 200 2 representatives (10h). There are 3 habitat.php showrooms in Nantes, Montpellier, Paris realized twice (2 seasons) An employee of the company whoCreate a forum on our website spends 2 hours per week to answer 1 700 questions We estimate 9€/hControl of the information on http://www.graphic- 10 h/month 12 000 the internet instinct.com/tarifs/ Spreading of the sms system 10000 sms = 1000 1 000Download a video on youtube Hire a professional to record the video. about the benefit of the We assume that 20 hours are needed and 2 000 product (family comfort) the professional asks 100€/hour Keep in touch with dealers Part time employee responsible of 20 000 about eventual concerns relations with resellers Trip for the 3 best dealers 3 trips which costs 2000 euro each 6 000 TOTAL 60 274 22

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