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

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  • 1. Di Stefano Mélissa, Favard Camille, Fryckova Veronika, Jeannin Camille, Ribeirinho Nelson & Thelot Laetitia
  • 2.  Background analysis Recommendations: ◦ Objectives ◦ Marketing strategy ◦ New mix : focus on promotion & place ◦ Action plan & budget Conclusion
  • 3. PLACE PRODUCT: B to B to C 2 technologies: mineral cartridge + chlorine1600 potential dealers distributor PRICE: 299€ COMMUNICATION: effective does not mean + 100€ cartridge efficient + 100€ chlorine
  • 4.  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
  • 5. 2 goals for 2014 Reach a CartridgesAchieve 12% replacement reach 75% of market rate of replacement share of 80% rate for cartridges
  • 6.  3 targeted segments Existing Pool owners Future pool consumers using chlorine owners Differential advantages: Well Compa Ease of Natural Price being tibility use
  • 7.  New website Reminder of the successful adMore clear Product page FAQs to Link Professional Contact pagemenu bar Facebook and see later Forum SPECIAL information After sale service Twitter pages More accessible Promotion of new products Keep in touch: z news , round tables etc. White background salons… Blue touch
  • 8. Link to each Click on the product : Nature2 Fusion category Photos :  Video clear and automatically more opens Organize ineye photos of the product  Clear catching 6  Simple explanations for customers categories  Link to « find resellers » Online presenceProduct home page
  • 9.  Hire a community manager ◦ Relation with company using SEO ◦ Responsibilities : OnlineErase Update Participate Assure control
  • 10.  Dealers’ customer register 80% replacement rate  SMS system  Emailing system  Use of stickers Customers’ feedbacks Discount: next cartridge free ! Installation date Gifts in exchange of used cartridge
  • 11.  Brochures for customersProduct logoSlogan about the Big photo of the product productinsists on mineral Simple most important explanations with illustrations Main characteristicsthe Reinforce More complete family environment Insist on the Slogan about the characteristics natural qualityadvantages for the with green customers Reminder : cartridge replacement
  • 12. Brochure  Main for dealers characteristics More technical informationReminder : cartridge replacement
  • 13. Certify the product = Guarantee the liability Round tables -> meeting with professionals, dermatologists and public relation Label -> certify : Quality Credibility Reputation
  • 14.  Keep up in professional press Be more present on showrooms ◦ Create a video ◦ Demonstrations + schemes
  • 15.  Contest for dealers in France Divide France in 3 areas Best dealer in each area wins a 2000€ value trip
  • 16.  Budget: ◦ 60 275 € for 2 years - Control of the - Merchandising information - Posters in stores - Round tables - E-mails, SMS - Vodcasts - Showrooms - Brochures - Online presence  Goals: o 12% market share - Previous product o 80% replacement information - New website rate of cartridges
  • 17.  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