Nos projets - Projets 3A - Challenge Zodiac - Projet 5 – Dossier

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  • 1. Laura CHAREYREAlice DUVERTLaura GATTIMaxence LECLERCGuillaume LONCHAMPGuilhem TOIRONZodiac KeymatchGroup F ESDES 2011

2. Executive summary Enjoy your swim or treat your pool, no need to choose anymore! Despite the innovative technique of the water treatment, Nature 2 seems not to be penetratingits market. We have clearly identified a lack of communication with the final consumer, areputation problem as well as a distribution issue which leads to a bad dynamic of sales.It appears that opportunities exist in order to solve these problems. Surfing on the green wave;taking advantage of the increase in the number of pool constructions are as many aspects we can workwith. As a result, the variety of techniques and strategies helping you to reach your goal is wide. Here is alittle glimpse.When it comes to high engagement purchases, such as this one, the word of mouth is veryimportant. For this reason, it would be interesting to create a mentoring system which would be basedon offering discounts to both sponsors and new customers.It is crucial to develop a database to follow the customers. By this way, we would create aneffective communication link with an efficient impact through emails and newsletters. It would allowthem to give some feedback about their purchase. Not only will the communication be more suited tothe customer, but the whole selling process will be improved.Another idea would be to change the name of Nature2 fusion. The purpose is to associate thenotoriety of Zodiac with the product. This would lead the pump to benefit from the great notoriety ofZodiac which acquired this reputation in the boating area of expertise. We also need to dissociate thenew Fusion version with the previous one, which was a failure. The bad reputation should not interferewith the promotion of this new version.It is essential to optimize the visibility of the brand within the point of sale. A sticker on thestorefront of the dealers, announcing that in this shop an efficient and revolutionary technology isavailable will catch the attention of the clients. A partnership with hotels owning a swimming pool which would consist in offering financialcompensation in return of the presence of the sticker This pool is equipped with the revolutionaryNature2 technologyWe were also thinking of reinforcing your contact with pool owners. Sharing the same values asthem will ensure you a meaningful relationship with your customers. For instance, we recommend youto implement Corporate Social Responsibility actions: When you buy a cartridge, 1 euro is given to acharity whose goal is to protect the aquatic world . At last, in order to motivate your dealers, it would be interesting and very beneficial to thecompany to invite resellers to a conference organized by Zodiac to take the time to explain theadvantages of the fusion and at the same time create a real link between these resellers and Zodiac.Our solutions will give you more control over the distribution channel which will ensure youmore sales. Moreover, your future achievements will be based on having a pull strategy and our ideaswill help you in nurturing the dialogue. As a result, Nature 2 Fusions visibility will be enhanced; itslegitimacy and the loyalty to the brand will be tremendously higher. 3. I) Analysis of the marketing MixSWOT Analysis Strengths - The Nature 2 products are EPA approved by an American agency. This label means that these products are friendly for the environment. Zodiac Pool Care is the only manufacturer in the world which offers a water treating product certified with such environmental standards. Weaknesses - Badly referenced on the web especially on Google or on pools websites. Opportunities - As the product is very green (it uses less chlorine) it may surf on the green wave as people feel more and more concerned about ecological issues. - We can notice an increase in the number of pool constructions in France over the last years. In 2010 there are 7% more pools than the year before. - The types of swimming pools are more and more different, they diversify, prices too. This increases the number of potential clients who have profiles that are more and more diversified. - The security standards are getting stricter which leads pool owners to ask for pool specialist help when they have technical problems. Threats - Apparition of pools which are sold in kits on the web - 80% of the out of ground pools are sold in retail shops and most of the pools are already equipped with such an installation.4 Ps Product The actual strengths of our product such as the well being of users and its ecological aspect (less chlorine) are opportunities on which we should communicate to highlight the benefits of our product. Indeed, making the advantages of this treatment clearer compared to the other ones seems essential as the first version was a failure. The bad reputation should not interfere with the promotion of the new version. PlaceWe can see that Zodiac has a low control on its distribution system and on their sales. 4. The distribution system of Nature 2 Fusion is complex and there are not many (if any at all) contacts between Zodiac and the consumer. According to the new principles of todays marketing, the relationship with the consumers is essential. Consequently, it is necessary to establish a meaningful relationship between the consumers and Zodiac. Promotion All the promotional actions regarding Nature 2 Fusion are important -notably the Public Relation actions during shows and exhibits in order to convince resellers - but certainly not enough. In order to benefit of the great opportunity of the Internet and its importance, it could be a good thing to improve the site indexing of the website on web searches such as Google. It can ensure more visibility of the brand and its products. Price The price is more expensive than the regular manual chlorine treatment (Nature 2 fusion = 299 Euros and cartridge = 69 to 99 Euros) but the benefits justify that price.Extra Ps People- CSP +, mostly women as they usually influence the final choice. The product is suitablefor people concerned by their well being and the environments protection.- Zodiacs sales people and resellers sales people (and any person involved in the saleprocess) Process & Public- Its level of visibility is low: o There is no real physical contact between Zodiac and the customer: one or eventwo intermediaries o Their website has a bad web ranking. o The communication is too low (possibilities to find Zodiacs products only onspecialized magazines and on their website). Perception & Physical Evidence- The last product of the brand was a failure, which is why Fusion has image problems.The 3 year warranty does not seem to encourage the deed of purchase. Participation- Lack of involvement in the final deed of purchase.- You should interact more with the customer to establish a meaningful relationship withthe pool owners. 5. Fusion positioning Current positioningNature 2 : Probably the ideal solution for pure and clear water! New positioningThe eco-friendly solution for a better swim sensation!We chose to emphasize more the personal well being of the user rather than the quality of the water.We made this marketing modification in order to surf on the wellness wave which is an importantconsumer trend nowadays.Moreover, we chose the keyword sensation to put forward the benefits of this product which uses lesschlorine, which let less skin dryness, less skin irritation and no more red eyes.We also added eco friendly to highlight the strong environmental brand value of the company.Moreover this ecological aspect is essential in todays Marketing 3.0. 6. BrainstormingAfter having brainstormed many ideas we have chosen to keep the most interesting and relevantones and turn down the other ideas which are in italics in the following. To do this selection, wehave used the following selection criteria: budget, originality and deepness of the impact. How to convinceHow to convince the pool owners the network ofof the benefits ofdealers of the Nature 2 (B to C) benefits ofand create loyaltyNature 2 (B to B?to C) ?- Improving the Public Relationshipactions: => Dealer seminars - Database => Try it for real! Go to your pool - Mentoring system retailer and take a swim in an - Partnership with hostels swimming pool using Nature 2 (91 %will recommend this product to other - Improving the site indexingpool owners) -CorporateSocial Reponsabilities - Improving the communication on Actions: the benefits of Nature 2 =>NF Environment label=>Changing the name =>Charity protecting the aquatic=>Stickers world =>Highlight the fact that this - Goodies/Merchandisingtechnology is not used by public - QR codes swimming pools and thus do not facethe same drawbacks - Linking the name of the technology used with the name of a famous - Bonuses for the sales persons selling water place (eg : Vichy ThermalFusion place) - Highlight the fact that Nature 2 donot face the same drawbacks that themethods used in public swimmingpool 7. II) Marketing objectivesMarketing objectivesThe main objective of your brand is to increase the visibility in general in order to gain weight on themarketplace.Consequently, your marketing goal is to grow sales and the renewal of their cartridges. This objectiverelies on convincing existing and future dealers of the benefits by developing a real team spirit betweenZodiac and pool owners (pull strategy).The communication goal is to clearly define the positioning of the brand, among the current offers ofpool water treatments. This will help you to have a long-lasting relationship with your consumers.Financial objectivesFusion costs at least 299 Euros and a cartridge costs between 69 to 99 Euros. We hope to increase yoursales by 60% and increase the cartridge renewal rates from 55% to 75% for next year and 90% for2013/2014. This will concern your actual consumers and the new ones. This would generate a significantgrowth in your turnover.III)Marketing strategyTarget marketing segmentYou have two targets, first the resellers then the final consumers. The aim of our marketing strategy isnot only to motivate the middle men which are the resellers in order to indirectly impact the consumersbut also to act directly on that final customer.As you already know, the company has 2000 Zodiac certified resellers in France with only 400 of themwho have sold the Nature 2 product and have it in stock. Consequently, this means that 1600 arentreally convinced of the quality of this product.On the 1 200 000 people who have pools and the many who plan to build pools, we target the CSP +,mostly women as they usually influence the final choice. The product is suitable for people concerned bytheir well being and the environments protection. You can see that we chose to target customers bytheir behavior and whats important to them, more than just because of demographics. Nowadays, this isa key point.Concretely, we will establish this plan in two phases. The first one will take place in 2012-2013 andconcern people interested in building pools (before next spring), people who use another method andobviously your current customers who will need new cartridges.The second phase will occur over the period 2013-2014. We will be targeting the people gathering theinformation (because they would like to have a pool built) and the first phase customers (who will needcartridges). 8. Differential advantagesAs far as we are concerned, we can say that our strategy is fully efficient for Zodiac in order to relaunchthe sales rate of both the Nature 2 Fusion pump and the cartridges.Thanks to our proposal, Zodiac will be able to develop a close relationship with both resellers and finalcustomers. We are thus trying to enhance a real B to B to C contact using a pull strategy: on a B to Bpoint of view -by inviting our resellers to a seminar-, and in a B to C way -by keeping in touch with thecustomer with the use of the database, for instance.We will also develop the brand visibility: we have many propositions. We will improve your notorietytowards your clients by doing a Corporate Social action. This will help highlighting the product. By doingsuch, you will be able to enjoy the profit of the free press coverage. The digital marketing will allow animprovement on Nature2 image which at the moment is not at its optimum. By our sponsorship not onlywill we be able to reach easily your target audience, but also to persuade them that your product has areal advantage compared to any other pool pumps.To conclude, our proposition should be taken into account since it responds in a very efficient and cheapway to Zodiac sales problem. Indeed, all of our propositions solve a problem. Implementing our ideaswill help Nature2 acquire the success it deserves.Marketing Mix (see annex for budget and timetable)We have clearly identified a communication issue with final customers. DatabaseThis measure will help following the customers and thus managing them.After having analyzed the Zodiac case, we noticed that the brand doesnt have a customer database forits product Nature2 Fusion. We consider that building one is quite important as it will allow Zodiac tocommunicate in a very efficient way with its customer. By this way the company will be able to advertizenew products, remind its customers to change the cartridge or simply keep in touch with them.But the database is not only useful for communication. It can also be useful for analyzing data, or inorder to create a loyalty program, a relational marketing, and some targeted marketing campaign.Nothing is easier than creating a database. For Nature 2 Fusion, we suggest that every time a customerbuys a new pump, he is helped to fill a paper and send it back to the Zodiac headquarter in order toactivate the warranty. The paper would provide simple information, such as: Name & Surname Address Email Address and telephone number Location of the store where the customer had bought the pumpThis database could be created during the season 2012/2013. Indeed we need to install a database atthe beginning of the first season in order to collect as much information as we can about our customersas soon as possible.Building an exhaustive database would cost approximately 500 due to the cost of the papers andprinting. If its not the case Zodiac should invest in a computer program for database which costs around100. 9. Web-referencingTo optimize the opportunity represented by the Internet (on 34 millions of internet users in France, 89%use Google to gather information), we suggest that you improve your website indexing on the websearch.When it comes to referencing campaign, you spend a certain sum of money according to the amount oftraffic you would like to generate on your website. It uses the system of CPC (Cost per Click) which allowsyou to define a daily budget that you dont want to exceed. Even though it looks easy to realize, wesuggest you to...