Nos projets - Projets 3A - Challenge Zodiac - Projet 2 – Dossier

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Nos projets - Projets 3A - Challenge Zodiac - Projet 2 – Dossier

  1. 1. Octobre 2011KEYMATCH PROJECTZodiac – Nature2Marketing plan BOLLENOT Clémence CESTAN Martin COUDRAY Marine ESCARMENT Baptiste PRECETTI Solène VUILLERMET Caroline
  2. 2. Table of ContentsI. Executive summary ............................................................................................................... 1II. Marketing mix ........................................................................................................................ 2  Product.................................................................................................................. 2  Price ...................................................................................................................... 2  Place ...................................................................................................................... 3  Promotion ............................................................................................................. 4III. Brainstorming ......................................................................................................................... 5IV. Marketing plan ....................................................................................................................... 6  Marketing objectives ............................................................................................ 6 Customer based ........................................................................................................ 6 Cartridge based ........................................................................................................ 6 Distributors based .................................................................................................... 6  Marketing Campaign............................................................................................. 6 Towards the distributors .......................................................................................... 6 Towards customers .................................................................................................. 7 Other recommendations .......................................................................................... 8 Time line ................................................................................................................. 10 Budget .................................................................................................................... 10V. Appendix ............................................................................................................................... 11 2
  3. 3. I. Executive summary The “Nature2” line does not reach sales objectives in comparison with the market size, especiallychlorine users that are their easy catch, which represent 70% the pool market.Indeed, Zodiac only owns 2% of this market, and has 400 active dealers out of 2000.Besides, the previous product “Nature2 Pro” was not efficient and suffered from a bad image; whichtherefore impacted negatively on the image of the whole “Nature2” line.It appears that there is a lack of communication between Zodiac and its resellers: the use of minerals by thewater-purification system, which constitutes its main specificity, is not made very clear to the finalcustomers. As a consequence, the costumers tend not to renew their cartridge, which hinders a salespossibility and affects the perception of the original product’s efficacy. It is a pity that such a stronginnovation, which is the key for Zodiac to differentiate its product from its competitors’, is so poorlycommunicated on. Moreover, no difference is made between pool and spa users, even though these aretwo very distinct markets. All in all, it seems that Zodiac does not make the necessary promotion efforts toreach its market, even though they hold all the cards to set a standard in the future. In order to solve these problems, we suggest several actions.To begin with, create a community through blogs with forum, sponsorships, loyalty cards, word of mouth.This will maintain a constant link between Zodiac and its customers. It is also important to renew all thecommunication tools (brochures, etc.) in order to focus on the final customer, which differs if pool user orspa user. In this logic, we also believe it necessary to change the brand name as well as the logo. Otherpromotion actions could include a greater presence in showrooms, the organisation of reseller seminars, aswell as a partnership with a dermatological lab.Finally, another sales strategy would be to offer discounts on cartridges renewals every two times. Thanks to our dynamic, aggressive and innovative strategy implemented in two years, we ensureZodiac to improve massively their sales.First, over the period 2012-2013, we aim to make Zodiac reach 8% of the market share and achieve 20% thefollowing year.Regarding the number of active dealers, our objective is to increase this number from 400 to 600 in the firstyear, and then up to 1000 in 2014, which will allow Zodiac to reach the previous objective.By solving the “cartridges’ renewal trouble”, we hope to increase their sales by 30% in 2013, and 80% in2014 with sustainable development projects for the future.Last but not least, we promise to create a real “Nature2” community with more consumer feedback,communication, interaction and greater brand awareness.To conclude, our offer is based on new ways of promotion surfing a trend such as Internet and communityspirit. As a consequence, our promotion will be very efficient because it is not so expensive and at the sametime it allows to increase significantly both sales and margins. Trust us, you will not be disappointed! 1
  4. 4. II. Marketing mix On the following pages you will get an overview of Zodiac’s actual marketing mix, its apparentweaknesses to which we will try to provide inventive and new solutions.  Product First of all, concerning the product, Zodiac with its revolutionary concept called Nature 2 isundergoing a monopoly. The line Nature 2 has three key products: Nature 2 Spa as its name says isdesigned for spas, Nature 2 Express for out of ground pools and then last but not least, Nature 2 Fusion, thenewest dated for inground pools.The innovation of this concept resides in the use of not only chlorine, but also minerals to clean the poolwater. As a consequence, the product is composed of two tanks: one for chlorine, the other one for acartridge of minerals. Regarding these cartridges, they need to be replaced every 6 months and are neitherrecyclable nor collected.The logo of this line is made of soft colors as purple, blue and white which seems to be made to remindconsumers that the minerals used in the product are better for the skin than chlorine. However, by analyzing the product Nature2 fusion and the line Nature2, we realized that the name“Nature” was reminding the consumer of the previous product which was a failure due to technicalproblems. Moreover, the colors used for Nature2’s logo reminds us of beauty products or tissues. It indeedrecalls softness and skin care but has not really anything to do with swimming pools as the name Zodiac isnot part of the logo.This concept, as we previously said, uses minerals combined to chlorine, split up into two cartridges.However, we noticed that the consumer does not have any means to measure the level of use of thecartridge, and so does not know when to change it. Then, last but not least, the cartridge is not recyclablewhich means that consumers need to dispose of it by themselves before getting a new one which cannotalways be seen as practical. Regarding the two first points, we would recommend to change the name and the logo to modifythe consumer’s negative idea/image on these products. We also suggest putting the name “Zodiac” as areal part of Nature 2 logo, but also as a guarantee of quality. Finally, to avoid waste and technical problemswe would advice Zodiac to help the consumer measuring the level of use of the cartridge by implementinga gauge to their product; and then in a second time, to carry out a collect of cartridge, to remind people toget a new one and to help them disposing of it.  Price Now regarding the price, we made a comparison between the users of chlorine and the ones usingNature 2. First of all, what appears clear is that the other systems to clean water are more expensive whichgives Nature 2 a strong advantage. Moreover, Zodiac already made special offers to the dealers in order tomake the product more attractive to them.Now regarding the analysis, these data depend on the bulk of the pool, if there are children, what thefiltration system in use is and who the different dealers are. As a consequence, we could have made thistable. 2
  5. 5. Chlorine users Nature2 Fusion Nature2 Express Nature2 Spa €350 to € 430 About € 300 About € 450 -Product price: - Product price: € 229 € 249 to € 259 -Cartridge price: - Product price: € - Cartridge price: First year € 69 to € 89 a year 200 € 53 to € 89 -Cartridge price: The cost of chlorine € 240 a year The cost of chlorine would be €30 to €40 would be €30 to €40 a year a year € 80 to € 100 About € 130 About € 100 240€ for theOther years (including the use of (cost of cartridge and (including cartridges cartridges (changed PH if needed) chlorine) and chlorine) every four months) We can notice that the price is not really expensive compared to sole chlorine. Maybe Zodiac canlower it but not so, as a too low price could be seen as a low quality product. We eventually agreed that theproblem about Zodiac marketing mix does not reside in its price. Therefore, we decided not to change a lotthe actual positioning. However, Zodiac has to be careful about the margins of the dealers since the pricecan be different from a dealer to another one.We would nevertheless advise them, in order to attract new consumers to establish a system ofsponsorship created by word of mouth. This system would, as a result, have three major advantages: tobring new customers, to set up a loyalty program through loyalty card and to get discounts when you bringback their cartridges, which in a way satisfies everybody.  Place Then, as far as place is concerned, the product Nature 2 Fusion is sold by pool specialists (poolsbuilders and resellers) for 90%, and by heating specialists for 10%. There are currently 400 points of salesthat have effectively sold the product in 2010 in France for around 2000 active dealers. We noticed, is that there is a potential volume for Nature 2 of 1,2 million pools to be equipped (justin France). The company is relatively far from this goal which implies that there is a lot to change inparticular regarding the distribution. First, when a Nature 2 product is delivered, there is an onsite installation necessary (except forNature 2 spa and Nature 2 Express). As a consequence, the firm has to train the resellers, so that theinstallation can be effective on the day of distribution for the final consumer.Therefore, the firm needs to motivate the dealers to learn how to install the product. Before selling our product, we want to increase the number of potential dealers by organizing aconference in Lyon, where the branch is implanted. This conference would be a pretty good way to see themotivated dealers for our project (people who make the effort to come). Then in order to attract them, wewant to organize a contest with a trip as a reward for the reseller who will sell the most « Nature 2 »products. This would be an alternative means of motivation, therefore increasing the sales of our products. After this step, for the dealers that are convinced, we will try to convince them to promote Nature2 as their key products in stores. Additionally, the product we propose is targeted to healthy people,especially families. We want to target first areas where people are already settled down for a while, and aretherefore eager to invest on a pool. Then, we plan to focus our strategy with intermediates who deal withthese people (in high-income households (PCS+)), which is why the geographic implementation of thereseller is important. 3
  6. 6.  Promotion Regarding Nature 2’s promotion, Zodiac is actually undertaking several actions. Indeed they arealready advertising their concept through brochures and posters, which promote the wide range of theirproducts. Those advertisements are directed to final consumers explaining them how Nature 2 productswork and what are their benefits and ease of use. As well, they organized/participate to show rooms topresent all their products and convince dealers of the necessity and advantages of their new technology.For instance, next year it will take place in Lyon. Finally, Zodiac is also communicating through its website:www.zodiac-poolcare.com where the consumer can find technical details about the products, ask questionsbut also find the nearest dealers. However by analyzing Zodiac promotion it appears clear that the bulk of their problems is theircommunication, definitely not strong enough. First, the image conveyed by the posters seems not to beadequate. Indeed what does a woman with flowers have to do with pool care system? Moreover, afterseveral analyses we noted that the information given on the brochures, posters and website are or tootechnical or too obscure which does not really give the envy to read them. We also noticed that there were no significant promotions undertaken, as well as no realdifferentiation from chlorine system reseller in their promotion, which result inevitably in a lack oforiginality. There is indeed, not enough emphasis on the benefits of the products; it lacks for instance ofevidences, reliable figures. On the opposite, the concept is victim of the negative image of the previousproduct that was a failure. Then, last but not least, it also seems that resellers do not trust the products andso do not promote them correctly to consumers. All in all, it seems that Zodiac does not really give itself themeans to promote its revolutionary product. In response to this we would advise them to design new brochures and posters more adapted toeach product. For instance, for Fusion and Express they should insist more on the fact that it protects theskin of children, that it is more family-orientated, so a good idea would be to replace the picture of thewoman by one of a family having fun in the swimming pool as presented in the illustrations. Another of Zodiac’s main idea should be the creation of a community by sending an e-mail or a SMSto remind when to change a cartridge and that there is a sponsorship in place when recalling cartridges.The creation of a Facebook page also seem interesting to us as it is completely free and it uses one of thebest ways nowadays to promote quickly a product and to make a buzz. Moreover, a blog with a forumseems a very good idea as this lack a bit in the website. Indeed, customers don’t have clear answers to theirparticular questions. It will also be a great opportunity to develop even more a spirit of community amongZodiac’s users but also to build a strong and lasting relationship between the company and its customers. Then, we agreed that Zodiac should emphasize more on statistics, health recommendations (becareful with sun exposure, take care of your skin …), as well as setting an association with a label or alaboratory to help proving the benefits of their products for the skin compared to other ones and finally, togive it more credibility. Last but not least, as we already said a very good way to promote Nature 2 would be the contestorganized between dealers to win a trip for the one who sells most. 4
  7. 7. III. Brainstorming Consumer ideas Distributor ideas  Enhance the website, eliminate Mr. and Mrs.  Brochures & posters, image more suitable to the Zodiac different products: repositioning of the products  Loyalty card with a 5% discount every two  Partnership with a label or a lab to "prove" the cartridges bought benefit for the skinS  Creation of a community: nice e-mail with a  Put forward the best sellers: put them on the recall about the buying of a new cartridge websiteT every 6 months, Facebook page, blog with a  Increase the number of "dealers" by inviting themE forum and FAQ. to conferences with travel reward idea for the  Street marketing : mermaids distributing future best seller.P flyers  Check the place of the product in stores: make  ULM with a banner them more visible  Ads in resorts that have Jacuzzis & Spas:  Increase the number of dealers in areas where1 stickers showing that they use a product there are houses under construction Nature2  Meter to see when the cartridge time comes to the end  Recyclable cartridges  Loyalty card with a 5% discount every two  Brochures & posters, image more suitable to the cartridges bought different products: repositioning of the productsS  Creation of a community: nice e-mail with a  Partnership with a label or a lab to "prove" the recall about the buying of a new cartridge benefit for the skinT every 6 months, Facebook page, blog with a  Increase the number of "dealers" by inviting themE forum and FAQ to conferences with travel reward idea for the  Enhance the website, eliminate Mr. and Mrs. future best seller.P Zodiac  Check the place of the product in stores: make  Street marketing : mermaids distributing them more visible flyers  Increase the number of dealers in areas where2  Ads in resorts that have Jacuzzis & Spas: there are houses under construction stickers showing that they use a product Nature2  Enhance the website, eliminate Mr. and Mrs.  Increase the number of "dealers" by inviting themS Zodiac /Creation of a community: nice e-mail to conferences to convince them of theT with a recall about the buying of a new effectiveness of the product motivating them with cartridge every 6 months and of the benefit travel reward idea for the future best seller andE of 20% on the cartridges thanks to the thanks to repositioning of the products with theP proposing system, Facebook page, blog with brochures & posters more adapted to the a forum to best answer customer’s different products and for proof of the benefits questions. for the skin a partnership with a label or a lab.3  Loyalty card with a 5% discount every two cartridges bought  Change the name and the logo of the product 5
  8. 8. IV. Marketing plan  Marketing objectivesCustomer based Currently Zodiac has 2% of market shares. We want to increase this number up to 8% by 2013, andup to 20% in 2014.Cartridge based Our objective is to sell more cartridges, 30% more in 2013 and 80% in 2014.Distributors based Zodiac has 2000 resellers but only 400 are effectively selling Nature2 products our aim is toincrease this number by 50% (600 resellers) in 2013 and reach 1000 dealers in 2014.  Marketing CampaignTowards the distributorsZodiac seminar tour: “A revolution that changes the way of swimming” We advise Zodiac to organize a seminar for the pools resellers, the direct clients.This seminar will focus on the presentation of the line “Nature2” and mainly on the product Nature2 fusion. Zodiac’s technicians and the communication team will realize the intervention, which means noextra cost to find external speakers and better information on the products.There will be 10 sessions: 1. Paris 5. Toulouse 9. Lyon 2. Nantes 6. Montpellier 10. Strasbourg 3. Limoges 7. Marseille 4. Bordeaux 8. Nice 200 dealers will be invited (to be balanced depending on the regions), so 50 of them should be present. A seminar room needs to be booked (conference room in a hotel). The room needs to be located downtown to be reached easily by the public transports. The usual costs are 500€/day. The buffet budget is around 500€, which means a total budget of 1000€ per seminar. The seminar has to be carefully organized because people tend to react positively to a good atmosphere, which would help the achievement of the marketing objectives. Concerning the invitation process, we advise Zodiac to send an email 3 months before the seminar to give dealers time to think about it. Two months before, invitation cards have to be sent and the first answers are expected. Answers are accepted until two weeks before the seminar. An email will be sent one week before to give the final guest the planning information. 6
  9. 9. Seminar Organization W-2 M-3 email to remind the guest email of the seminar End of the answer period M-2 W-1 Invitation cards Last email to remind the Start of the answer period guests Email to give information about the organization and the planning of the seminar A check-in will be organized at the beginning of the seminar to help dealers to feel welcomedand to allow Zodiac’s team to meet them1. The seminar will last a day with two sessions : one in themorning and another one in the afternoon which is more convenient and would allow a greaternumber of dealer to come.In the week after the event, the communication team will send an email2 to remind the key points ofthe conference and an appreciation sheet to have the feedback of the guests. This benchmarking willhelp Zodiac to improve its communication plan. A summary of the conference will also be put onlineon Zodiac’s website. During these seminars a contest will be launched with a free trip to the key for the dealerwho will sell the more of Nature 2 products. The contest will occur on a given period in order not todisadvantage any dealers. The trip is for four persons and one week long in Corfu.3Towards customersWeb actions To reach more customers, we advise Zodiac to put in place some actions on the web. Indeedthey do not cost a lot but are really efficient as they surf a trend. First of all, Zodiac should improve its website, since it is the first place where customers orprospects are likely to look. To improve the website, we suggest Zodiac to get rid of Mr. and Mrs.Zodiac. These characters tend to make customers childish and therefore are not really relevant. To develop a community spirit, Zodiac has to create a forum4. Customers or prospects canask their questions and consumers will answer. Moreover, twice a week (specific days to makecustomers know when they will get their answers), both technicians and the communication teamfrom Zodiac will provide information. Since there are 189 million Facebook users in Europe, creating a Facebook page willemphasize this community spirit. It will allow Nature2‘s communication team to answer somequestions, to promote events such as the seminars and the trip and to redirect customers to Zodiacwebsite and forum. If Zodiac already employs a webmaster, he/she will be in charge of these web-actions, whichmeans that there will be no extra costs. Otherwise, Zodiac can call a web-design agency.1 See Appendix p 122 See Appendix p 143 See Appendix p 144 See Appendix p 21 7
  10. 10. We advise Zodiac to put links to the forum, the website and the Facebook page in each ofthese Internet pages and at the end of its brochures and posters to create a real awareness aboutZodiac web presence.Concrete actions To enhance the benefits of the Nature2 line, Zodiac should create a partnership with apharmaceutical company (Sicobel, Uriage, La Roche-Posay) or ask for a label. It will be possible byshowing the laboratory statistics: 50% less chlorine, not harmful for the skin, the eyes and the hair. Itwill be a win-win situation for Zodiac and the laboratory because each company will benefit from agreater brand awareness and consumers trust. Other recommendations Price is not really an issue but Zodiac can focus on some elements in order to increase thecartridge sales, the reseller fidelity and the customer engagement activities. We advise Zodiac to putin place a system of sponsorship. Since 91 % of Nature2 users are satisfied with their product and willrecommend this product to other pool owners5, we advise Zodiac to take advantages of these data.Zodiac needs to create consumer loyalty and to attract new ones. The word of mouth is a good wayto manage to do these two things. We advise Zodiac to create a “free” publicity thanks to thesponsorship. If a consumer manages to convince a person who wants to build a pool to use Nature 2product, he will get a discount of 20% when buying new cartridges. Nature2 fusion Nature2 Express Nature2 spa What the consumer € 10,6 to € 17,8 € 13,8 to € 17,8 € 12 will gain € 335 to € 435 € 285 € 430What zodiac will earn For a new customer For a new customer For a new customer afterward € 130 € 100 € 240 For a new cartridge For a new cartridge For a new cartridge Thanks to this system Zodiac will attract new consumers and the loss of money will not beexperienced. The dealers will keep their margins so they should agree to this action. We said previously that the fact that the consumer needs to dispose of the cartridge byhimself is not convenient and can prevent him from wanting to get a new one. To make it easier forthe customer and to secure his loyalty, we suggest that Zodiac puts in place a “returnable cartridgeoperation” with its dealers, which means a deposit system.The customer should be able to bring his cartridge back to his dealer. The dealer is in charge ofcollecting them and disposing of them while Zodiac provides containers (with Zodiac and Nature2logos, which allow the company to advertise indirectly). This initiative helps the customer and makeshim willing to buy a new cartridge. This action can be put in place really easily by creating a loyalty card. This card will be in thedealers’ computer (CRM). The name, the address and phone numbers will be written. Every time theconsumer goes to the dealers’ shop to buy a new cartridge, it is written in the file. He will receive 5%5 Market survey 2010 with 101 owners of Nature2® Fusion, Teleperformance 8
  11. 11. of discount every two cartridges (between € 2.65 and € 4.5 for Nature2 Fusion, between € 3.45 and €4.45 for Nature2 Express and about € 3 for Nature2 Spa). Thanks to this action, the consumer will goto the dealers (and may be tempted to buy other products for the pool which is a good point for thedealers) to get the cartridges. One of the issues of Zodiac is that people tend to forget to change the cartridges, and if theydo not do it, the product will not work perfectly. Along with this discount system, Zodiac should sendan email6 to the consumer twice a year (in the spring and at the end of the summer) to remind theconsumers to get a new cartridge. A relational management system such as Access which costs about€ 190, or others more powerful about € 350), and the emailing is a good way to save time.Name The previous name « Nature2 » was reminding the consumer of the previous product, whichhad technological problems and was not reliable.The name Aquapure is made of two words: - The Latin word “aqua” which means water and so reminds us of the pool universe - The word “pure” which brings back the fact that Nature2 technology is based on minerals to purify pool water. It recalls the benefits of this line of products (softness for the skin and the eyes). Furthermore the word “pure” means the same thing in French and English. The name Aquapure can be understood in France and internationally, which make easier the development of this line of products in the rest of Europe.The name Aquapure should replace the name of the line of products Nature2. The products wouldkeep the same name: Aquapure Spa, Aquapure Express, Aquapure Fusion.Logo 7 Along with the name, the logo has to be changed. Currently, the logo is associated to flowerson posters which do not recall swimming pools but tissues. The logo we suggest bring back the wateruniverse. Its uncluttered fonts and the silver colour recall the function of the product: purify waterthanks to minerals (notably with silver). Concerning the creation of a new logo, we suggest that Zodiac asks a design school to workon this project (as it is done with ESDES students for this project). Indeed, it will help the companyreducing its fees whereas it will allow students to work on a real business project. Some design schools in Lyon Some advertising schools in Lyon: - EDAIC - ESPUB - Ecole d’Ars et d’Infographie 3D Bellecour - Sup de Pub Lyon - Ecole de Condé, Lyon - IICP - Iseg Lyon As customers are used to the name Nature2, it is important to them to be aware of thischange. For a year the former name Nature2 and the new one Aquapure will be written on thepackages, brochures… An email will be sent to the customers to warn them. The following year onlythe name Aquapure will appear. Enclosed you will find a sample email that could be sent to thecustomer.6 See appendix p 157 See appendix p 17 9
  12. 12. Brochures and posters8 We suggest two types of documents: posters that present the product in a general manner inorder to raise awareness of the product with the potential customers; as well as a more « technical »documentation that will present in more details the characteristics and qualities of the product. Thecolours as well as the background pictures used are chosen in order to appeal directly to thesecategories, which is not actually the case with Zodiac’s promotion tools. With the new brochures, theimage of the products is more professional.We changed the background to put a spa or a swimming pool to make the customer understandbetter the use of the product. In the previous poster the background was the same for spa and poolswhich was confusing. We added a picture of Aquapure products to help the customer know how itlooks like: visual is a more powerful way to communicate than words.Time line To convince the distributors to sell Nature2 products, we advise Zodiac to take advantage ofthe first low season to gain their trust. The structured campaign we propose will help Zodiac doing so. Low season High season Low season High season Pull strategy Push strategy Pull strategy Push strategy Launch of the October 2012 - March 2013 October 2013 - March 2014 March 2013 - October 2013 March 2014-October 2014 forum Email sent at the Seminar +Seminar beginning of the + Production and + Production and high season for distribution of the distribution of the the cartridge new brochures & new brochures & renewal posters for the Completion of the posters for the + Launch of the whole line name/logo change Fusion product operation + Partnership with + Change of the concerning the a lab name/logo with catridges reference to the previous oneThe forum has to be launched as soon as possible because it is an important part of our action plan.The brochures have to be ready before the seminar because we want to give them to the dealersduring the seminar and at the end of the low season to renew their stock.If the seminar is successful, these actions will be re-implemented the following year.The promotion about changing the logo must also be implemented as soon as possible for the newname to be retained.The partnership is planned during the second low season because the new notoriety will make iteasier to obtain.Budget9 The total costs are around €33000. Furthermore, some investments of 2014 will be fundedby the sales of 2013. This means that the budget for this marketing campaign is less than € 75 000.8 See appendix p 17-209 See appendix p 11 10
  13. 13. V. AppendixTABLEAU RECAPITULATIF DES COUTS Nature 2 Nature 2 Nature 2 Spa Fusion Express €1000/seminar SEMINAR Room+ buffet 20 seminars: € 20 000STAFF TRAVEL Travel for Zodiac’s staff for the € 3000 FEES seminars (5 pers) New design €0 LOGO Made by a design We have been advise that the creation of a new logo is not to take school into account in the budget BROCHURES € 3000 - € 4500 (200 000) Creation &(2000 dealers*50 printing Flyers A6 : €39,90 € / 5000 copies Flyers A5 : 49,90 € / 2500 copies brochures *2 years) Domain name FORUM €10 for 1 year and €40 for 5 years (.fr or .com) For dealers and POSTERS € 240 seminars Rewarding trip for TRIP the dealers € 5000 (Corfu)  €33000 + possible compensation for salespersons and a webmaster TOTAL = less than €75 000 11
  14. 14. SEMINAR PLANNINGThe seminar will have duration of 4 hours. The firm will propose 2 seminars in the same day (one inthe morning and one in the afternoon) to reach more dealers. Having two seminars on the same daywill minimize the rental cost.9:30 am: Start of the morning conference with a welcoming speech and a coffee (30 minutes).10:00 am: PowerPoint presentation about the new product “Aquapure” and the sales’ ambitions.This presentation will be an opportunity to explain all the advantages of the product for the dealersand the satisfaction of final consumers behind, therefore it will last one hour and a half. Thebrochures, the communication of the company, the trip contest will be presented.11:30 am: 30 minutes session for the guests’ questions.12:00 am: Buffet to reinforce the contact with Zodiac’s dealers. The dealers will also have theopportunity to lunch there, but can also leave if they do not have a lot of time.The seminar in the afternoon will be the same principle, except for the “lunch service” because it willend around 17:30, with also a buffet. (14:30-17:30).Program model for the dealers: 12
  15. 15. 13
  16. 16. Invitation model for the dealers: XXXX, le 15 septembre 2012 Cher Monsieur, Chère Madame L’équipe Zodiac a le plaisir de vous convier à sa tournée de séminaires nationale. A l’ordre dujour, nous vous expliquerons pourquoi dans un soucis d’esthétisme et de toujours mieux satisfairenos clients nous avons décidé de changer de nom : Nature 2 devient en effet Aquapure. Par ailleurs, nous vous présenterons notre dernière innovation : le produit Fusion, et untemps questions/réponses sera dédié à vos questions. En participant à ce séminaire vous aurez l’opportunité de gagner un voyage pour 4 personnesd’une semaine à Corfou. Ne tardez plus pour vous inscrire ! Pour cela il suffit de renvoyer ledocument en pièce jointe avant le 15 octobre.Nous vous attendons nombreux !L’équipe Zodiac.« Voyage a gagner », poster 14
  17. 17. EMAILS For Nature2 fusion or Nature2 Express customers, YYYYYYYY, le 15 avril XX Cher Monsieur/Chère Madame X, L’été revient. Il est temps de se préparer et de tout mettre en œuvre pour profiterpleinement de votre piscine ! Courez vite chez notre revendeur le plus proche avec votre anciennecartouche Nature 2 Fusion/ Nature 2 Express afin de la remplacer. Et n’oubliez pas la réduction de 5%dés votre deuxième achat de cartouche. N’hésitez pas à nous faire part de vos recommandations ou interrogations concernant Nature2 sur notre forum (lien du forum). Bon été avec Zodiac For Nature2 Spa YYYYYYYY, le 15 avril XX Cher Monsieur/Chère Madame X, Pour profiter pleinement des bienfaits de votre jacuzzi toute l’année, n’oubliez pas derenouveler votre cartouche Nature 2. Courez vite chez notre revendeur le plus proche avec votreancienne cartouche afin de la remplacer, sans oublier notre réduction dés l’achat de la deuxièmecartouche. N’hésitez pas à nous faire part de vos recommandations ou interrogations concernant Nature2 sur notre forum. Bonne détente avec Zodiac 15
  18. 18. Email to inform of the change of name Yyyyy, le 15 avril xx Cher Monsieur/Chère Madame X, Afin de toujours plus vous satisfaire, Nature2 évolue et devient Aquapure. Aquapure Fusion,Aquapure Express et Aquapure Spa auront évidemment le même gage de qualité pour que vousprofitiez de vos baignades. N’hésitez pas à nous faire part de vos recommandations ou interrogationsconcernant Aquapure sur notre forum. A bientôt avec Aquapure… 16
  19. 19. LOGOBROCHURESAquapure Fusion poster 17
  20. 20. Aquapure Spa poster 18
  21. 21. Notice Aquapure Fusion 19
  22. 22. Notice Aquapure Spa 20
  23. 23. FORUM PAGE 21

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