Nos projets - Projets 3A - Challenge Zodiac - Projet 4 - C6 – Présentation

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Nos projets - Projets 3A - Challenge Zodiac - Projet 4 - C6 – Présentation

  1. 1. What’s the problem ?How many Zodiac resellers : 2 000How many have sold Nature² : 400Cartridge renewal rate : 50%Market share : 2%
  2. 2. ObjectivesThe goal : convince resellers !The consequence : resellers convince consumers !The extension : consumers become loyal !
  3. 3. A potentialLaunch of a new product : Nature² Fusion1,2 million pools to be equiped75 000 EUR to grow sales up to 80%
  4. 4. New positioningImproving positioning to convince both resellers and consumers : Technicality Mineral properties Profesionnal service at home
  5. 5. Catch-phrase
  6. 6. TOTAL BUDGET Budget : 500 €OCTOBER 2012 Changing the name of Nature² Fusion Rebuild brand image and increase credibility Budget : 0 € Recording the new promotional video of Nature² focusing on the new positioning Budget : 500 €
  7. 7. NOVEMBER 2012 TOTAL BUDGET : First e-mailing campaign B2B 3 600 € Budget : 3 000 €JANUARY 2013 Estimating the impact of the first campaign Preparing the Training Seminar 2013 Sending invitations Budget : 100 €
  8. 8. TOTALFEBRUARY 2013 BUDGET : Big event of the year : 42 100 € Seminar 2013 Budget : 22 500 €MARS 2013 Dispatching 800 POS displays Including QR-Code Budget : 16 000 €
  9. 9. TOTALAPRIL 2013 BUDGET : 45 100 € Second campaign E-mail reminders B2C Including an exclusive discount for replacing cartridges Introducing a loyalty program « Buy 5 Get 1 » Budget : 3 000 €
  10. 10. SEPTEMBER 2013 TOTAL BUDGET : Evaluating first results 48 600 € Recording the New promotional video « What has been improved since the last time ? » R&D transparency Budget : 500 €OCTOBER 2013 Sending User Satisfaction surveys Budget : 3 000 €
  11. 11. TOTALDECEMBER 2013 BUDGET : Measures of customer satisfaction 71 200 € Preparing the Seminar 2014 Sending invitations Budget : 100 €FEBRUARY 2014 Big event : Zodiac Training Seminar 2014 Budget : 22 500 €
  12. 12. APRIL 2014 TOTAL BUDGET : Third campaign 74 200 € E-mail reminders B2C Budget : 3 000 €SEPTEMBER 2014 Evaluating the two-year campaign Analysis of the overall results Starting the new season with a crowdsourcing competition
  13. 13. Conclusion 75 000 € BUDGET : RESELLERS & CONSUMERS CONVINCEDZODIAC PERCEIVED AS A QUALITY-MASTER UP TO 80% SALES GROWTHOBJECTIVES COMPLETED
  14. 14. Thank you.

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