Nos projets - Projets 3A - Challenge Zodiac - Projet 2 - A5 – Présentation


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Nos projets - Projets 3A - Challenge Zodiac - Projet 2 - A5 – Présentation

  1. 1. Keymatch project Team A5 Clémence Bollenot Martin Cestan Marine Coudray Baptiste Escarment Solène Precetti Caroline Vuillermet
  2. 2. Outline Actual situation Objectives to reach Proposed marketing actions Timeline Costs
  3. 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. 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. 5. Proposed marketing actions The seminar tour ◦ Present the new product ◦ Explain its benefits ◦ Reinforce the communication with the dealers 10 sessions
  6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Conclusion Avec Aquapure prenez la vie côté azur !