0
2011
DI STEFANO Mélissa, FAVARD Camille,
FRYCKOVA Veronika, JEANNIN Camille,
RIBEIRINHO Nelson, THELOT Laëtitia
group B1
Marketing 3.0
14/10/2011
Zodiac Final Report
1
OUTLINE
Executive summary ....................................................................................................................................................... 1
Part 1: Background situation ........................................................................................................................................ 2
A. Analysis of the current positioning and marketing mix .................................................................................... 2
B. Our recommended positioning ......................................................................................................................... 4
Part 2: Brainstorming .................................................................................................................................................... 5
A. Enhance communication with dealers ............................................................................................................. 5
B. Inform and attract customers ........................................................................................................................... 5
Part 3: Marketing plan .................................................................................................................................................. 6
Marketing objectives ............................................................................................................................................ 6
Marketing strategy ................................................................................................................................................ 7
Marketing mix ....................................................................................................................................................... 7
Action plan & timing ............................................................................................................................................. 9
Budget ................................................................................................................................................................. 10
Illustrations’ outline .................................................................................................................................................... 11
1
EXECUTIVE SUMMARY
Zodiac is the leader on the market of mineral water treatment. Even though the potential market is
huge, sales are not growing and actual customers do not renew cartridges. The issue that company faces
is crucial: How to increase sales and acquire customers’ loyalty? Zodiac Nature 2 positioning is : "Sans
doute la solution idéale pour avoir une eau pure et douce ». However, from the marketing mix analysis
we found out a strong discrepancy between what the company wants to stand for (positioning) and the
message received by the consumers (communication). Not only the product may be perceived as
expensive by the customer (no transparency about the installation and final cost), but also there is a
confusion about the chlorine’s action. If a customer chooses a mineral solution, it is because he doesn't
want to use chlorine in the process and as a result can reject the purchase of our product. In addition,
the previous product which had reliability issues is still on the market and no communication was
released regarding the topic. In a nutshell, the communication (for both consumers and dealers) is the
main issue, but can become the differential advantage for Nature2.
Our marketing campaign will alternate pull strategy activities during low seasons and a push strategy
during high seasons. The pull strategy is essential: Nature2 Fusion is a valued product, implying some
risks. We face three targeted segments which need to be educated: existing customers, 70% of pool
owners who are currently using chlorine and future pool owners. Solutions to remind actual customers
to change the cartridge are multiple: sending emails and SMS, putting sticker on the machine... Vodcasts
to explain the installation to dealers and about advantages of the system for customers should be made
in order to present the product and provide some marketing messages. Having an online presence is
indispensable to strengthen the communication with customers that is currently inexistent: post videos
on YouTube or use Twitter and Facebook, create a forum on the website and reorganize it. It may be
very efficient to create a community so that consumers can get attached to the product and to the
brand. As a result, we have to hire a person responsible for the control of information on the Internet.
Zodiac should focus more on its differential advantages such as using natural minerals to treat water
and the ease of use... In addition, there are opportunities to acquire other differential advantages by the
acquisition of a certification for example, which will reinforce the reputation of the brand, currently
infamous. Another interesting alternative to boost their sales and optimize the merchandising is to
organize a competition between the dealers to win a trip abroad.
What does this mean for Zodiac? By 2015, we plan to reach a 12% market share by focusing on recently
built swimming pools (10% each year), which represents about 265 000 devices according to our
forecasts, including the current 32 000 products in France plus almost 62 000 with new swimming pools
and the rest by selling other devices. Regarding the renewed cartridges, we want to reach a replacement
rate of 75% by 2013 after the launch of the promotional campaign. These objectives are reachable and
as we have seen, the opportunities are present.
Zodiac is currently facing an issue, but by implementing an effective and efficient communication
strategy, the leader on the market can not only easily reach our targets, but exceed them.
2
PART 1: BACKGROUND SITUATION
A. ANALYSIS OF THE CURRENT POSITIONING AND MARKETING MIX
Zodiac’s current positioning for Nature 2 is: "Sans doute la solution idéale pour avoir une eau pure et
douce". In order to see if this positioning is optimized, let’s have a closer look on its marketing mix.
1. PLACE
Zodiac has a 100% indirect model of sale (B to B to C). Overall, there are 2 000 certified resellers
specialized either in heating or pool installation, however only one fifth is actively selling the product. As
long as the resellers are the main prescriptors; their credibility is at stake. Nature 2 products are
considered as risky products: Zodiac has no competitor on the market and in addition its last product
had issues and had to be removed from the market. The company offers a high level training and
organizes exhibition stands so as to promote new products. In addition, a special section on the website
designed for them (not accessible by the customer) and according to Zodiac, they also receive special
brochures. Nevertheless, no special incentives are offered to them.
2. PRICE
The price starts at 299 € for the device itself, and is comprised between 69 and 99 €, taxes included, for
the cartridge. As a result, the product may seem expensive, as you have to add the installation costs (not
detailed on the website), plus the cost of the cartridge's replacement after the season.
Zodiac points out that Nature2 is cheaper compared to other treatments if we take in account
price/efficiency. However, Nature2 remains twice more expensive than chlorine, that represents 60% of
market.
3. PRODUCT
The principle of the product Nature2 Fusion:
This system combines two technologies that are a cartridge and a chlorine distributor.
The cartridge is composed of active ceramic mineral for an autonomous treatment of the water during 6
months. The ceramic balls in the cartridge contain copper and silver. These components have a
disinfecting and clearing action.
The chlorine distributor can stock 10 chlorine pebbles, which represent autonomy of almost two
months. When the water is filtrated by the cartridge, the chlorine distributor diffuses the necessary
amount of chlorine for an optimized disinfection.
The product Nature2 Fusion has the following features: guaranty 3 years except for the cartridges,
mineral purification of swimming-pool water, ceramic innovation, few quantity of chlorine, clearing
system and bactericide system.
This product fit all sizes of swimming-pool (from 20 to 170 m3).
3
This product is simple, healthy, and comfortable when you use it. However, the company found out that
customers do not change their cartridges every 6 months or every year (depending on the utilization). If
the costumers do not change the cartridge, the device does not work as effectively.
Globally, every 5 minutes a product is sold in the United States, which is not the case of Europe. Zodiac
had problems with a previous product of the same range: Nature2 Pro Plus. Because of this product, the
sales do not grow; dealers do not trust the products anymore. This unfortunate experience had a bad
effect on the corporate image and on the reputation of the company.
Furthermore, this company creates a lot of new products each year. For example, 20 products have
been created in 3 years. Even if it is very important to innovate, Zodiac should innovate less and focus
on existing products.
4. PROMOTION
Zodiac has opted for a strong marketing communication with 40 promotional actions a year. These
actions include TV, retail shops, and magazines. It also has a web page with three different sections:
corporate (information about the company), professional (dealers can login) and customers.
However, too much information can create confusion, customer can be lost when visiting the website:
where to start his research, which section to go (pictures are confusing)…
Moreover, there is an absence of community. The website is very impersonal; customers should be able
to identify themselves with other customers. The perceived risk of installation would be reduced.
The marketing is not focused enough on added values. The whole communication insists on innovation
instead of health, quality, and ease of use or efficiency. There is a discrepancy between the positioning
(ease of use) and the communication (innovation).
There is also no communication for mothers who are worried about disadvantages and consequences of
chlorine treatment, and can be the first users to seduce. On actual brochures, we see a young woman
who takes care of her skin. The customer expects more to see a picture of a mum enjoying the comfort
and a clean pool without chlorine.
Zodiac has currently only their dealers as main prescriptors, however other actors could become their
prescriptors as well, for instance the dermatologists. Zodiac does not seem to take advantage of word of
mouth, which is the cheapest and most efficient marketing strategy. There are no “round table
conferences” organized for customers. There is a clear absence of Pinko marketing: no co-creation with
the customer.
In the recent past, Zodiac had to remove from the market its product because it had issues.
Nevertheless, the company should have emphasized that all products were removed, replaced for free,
and made it explicit how they improved the product.
4
B. OUR RECOMMENDED POSITIONING
Based on the marketing mix analysis, we can conclude that the actual Zodiac positioning for Nature2 is
not optimized. The product has several main weaknesses; however there are opportunities to improve
as we can deduce from the SWOT analysis as well (illustration n°1). Let’s have a look at these right now.
First of all, the market has a huge potential: at least 70% (this represent chlorine users) of the market is
compatible with Nature2 products. The market is not saturated; Zodiac can still gain pieces of the
market thanks to its product compatibility. As a result, a communication more focused on it seems
necessary.
Creation of relationship with dealers is a must: Zodiac can offer better training and improve the
brochures. The company should give them tips for sales, ask them for feedback. The final goal is to
create trust and loyalty by understanding their values, needs and visions (purpose-identity-values
model).
The new Zodiac’s product is entitled Nature2 Fusion. This name is too close to the previous product
Nature2 Pro Plus, so it is difficult to dissociate the previous and the actual product. It could be a good
idea to change the name of the product or to insist on the word FUSION instead of Nature2.
Regarding the product itself, Zodiac should focus more on efficiency/price comparison. The product will
not seem as expensive as it may seem now. Another option is to offer bundled price or discounts. Last
but not least, Zodiac should become more transparent about prices and the total cost by giving concrete
examples of people who have installed the system by a specialist.
Promotional actions do not seem very efficient if we take in consideration their amount and quasi no
impact on sales. Zodiac should privilege the quality of their promotional actions instead of quantity. In
addition, it has to reorganize its website, make it more complete and more comprehensive. Why not to
include articles, open forums for discussions, use pictures?
The relationship with customers is crucial. They are using the product and know exactly what they like or
do not appreciate about it, what they would change. The Pinko marketing finds its whole sense here.
Zodiac should organize “round table conferences”, manage discussions on forums etc.
Today, Zodiac’s prescriptors are dealers; specialists in pools and heating. However, what about including
dermatologists as well? They can insist on its healthful effects and consequently convince easily some
customers of the benefits of the product, thanks to their credibility. Mothers are also a significant
target: once they are convinced, they are also a credible source of WOM.
Last but not least, Zodiac should become more open. For instance, they should use the former product
in order to recreate trust and relationship with dealers and customers by explaining exactly what went
wrong and what was done in order to avoid problems in the future.
The actual positioning of Zodiac does not focus on the key advantages of the product: ease of use, less
expensive compared to other methods, comfort, health, compatibility.
Our recommended positioning is as follows:
« Une solution confortable à un prix raisonnable, pour une eau naturellement purifiée».
5
PART 2: BRAINSTORMING
A. ENHANCE COMMUNICATION WITH DEALERS
Failure of previous device: We have to face a major problem. First of all, Zodiac could distribute some
brochures about the product to the dealers. These brochures must comprise information about the
product. Zodiac should include statistics that compare the annual cost of Nature2 Fusion with a classical
chlorine device. Thus, it will strengthen the reputation of the brand, stained by the previous Nature2
product. These brochures must feature guidelines and advice on selling technique regarding the product
itself. This guidance must put forward the ease of use of the product, a speech based on the overall
system of the product (where and when to reload the cartridge and where to refill the chorine), and
insist on the fact that the product must be reload once a year (which constitutes a benefit for the
consumer given that he can save money in the long run), and instill on dealers mind that the reload of
the cartridge entails consumer fidelity. In order to optimize the communication with the resellers and
deepen the presentation of the product features, vodcasts and videos for the resellers will be released
on Internet
Dermatologists & label: Zodiac could also kill two birds with a stone by either providing a medical report
on the water treatment or setting up conferences with dermatologists. Furthermore, Zodiac must
prospect some entities so as to get a label, which prove the dealers and the consumers that Nature2
Fusion abides by deontological rules. Nevertheless, we remain cautious because a label might shift into
a double-edged sword because some institutions find out that the labels were not that reliable (some
are not only bribed but also biased or unofficial). Zodiac must choose the most reliable label to
conserve some credibility. (More and more consumers shrug labels). Nature2 Fusion has already an
American label; they should communicate more on this label and maybe get the French equivalent.
Conferences about former product: Zodiac should try to replace the bad image they had with the last
product (Nature2 pro plus) by doing a communication meeting/press conference (only for dealers) to
say that they did a mistake on the last product but thanks to the R&D they found out the right way to
make the product work correctly, they could also do promotion for dealers about the former product.
“Dealers’ challenge”: Zodiac could settle a challenge among its dealers, in which the price would be a
voyage. It will stimulate them and incite them to promote Nature2 Fusion. They could also receive
bonuses for sales.
B. INFORM AND ATTRACT CUSTOMERS
We think about focusing on the cartridge in order to attract customers and incite them to come back to
the resellers' shop. Indeed we know that it has to be changed twice a year; consequently we thought of
different ideas that will make the client aware of the process by:
- Creating an application with Smartphone: a large part of population owns a phone with
application either with Android market or Apple store, through this popular system of
downloading an application about store, resellers (on the B to B), or even information about the
product seem to be a good way of approaching our customer.
6
- Sending a message at the beginning of the season: a system containing the data about
customers sending automatically a message to remind the client to change de cartridge. In order
to struggle against the reticence of the resellers to sell the cartridges, this reminder must
include the address of the closest reseller. Thus, the reminder may foster fidelity to the brand
and the reseller.
- Make a phone call to see if the customer is satisfied after one month of use.
- Using geolocalization: When a customer is located near a reseller’s shop, he will receive a
message on his cellular, information about new range of product. It would be like flash
information. However, problems linked to 3G may appear.
- Using Email + SMS: sending information on the product by sms or email. We would use this
system only if the customer has already bought a product from the reseller and is registered in
the database of the company otherwise we know that a lot of people are reluctant to receive
daily ad. We were also considering mail to avoid spamming, however this is not an
environmentally friendly solution.
- Round tables where Zodiac can join the customers and the dermatologists; they can discuss
health advantages of the product.
- Put a sticker on the product: The date of purchase would be written on the sticker. It could
remind customers to change their cartridge.
- Youtube spot in order to create a buzz and promote the product, which is not known enough.
- Sending some samples of cartridges and devices to bolster the communication strategy through
the distribution process, from the retailers to the consumers? Thus, the reseller can afford to
appraise the efficiency of the product by himself. It is an opportunity to be seized in the
condition that Nature2 is reliable.
- Asking to the customers to give back the used cartridge to the dealer, in exchange of something
(reduction, special offer, or presents for kids…). This can be a way to remind the customer to
change the cartridge.
PART 3: MARKETING PLAN
MARKETING OBJECTIVES
In the long run our objective is to tap into the chlorine treatment market. In order to achieve such an
objective, we have elaborated a peculiar strategy, split into two major goals.
On one hand, we intend to equip 1 out of 10 recently new built swimming pools. On the other hand, we
will devote our intention to strengthen our relationships with resellers, and, in parallel with final
consumers.
Although the company flounders because of the previous Nature product, we must persuade the
remaining 1600 resellers to opt for our product and the current ones to keep it. As a matter of fact, we
plan to make these latter sell more than 140 0001 from now to 2015. We will resort to enhancing the
1 12% of market share = 265986. Thus, 140000 = 265986 – 32000 current devices – 61656 forecasted sales (to new owners).
Resellers will sale 140000 to current owners of swimming pools.
7
communication with distributors, push them to value our product and incite customer to purchase it
(Reseller challenge).
MARKETING STRATEGY
Targeted segments
We face three targeted segments: existing customers, 70% of pool owners who are currently using
chlorine and future pool owners. First of all, our existing customers are 32 000 and need to be
encouraged to renew the cartridges. Our second target, owners who are using chlorine and those using
any kind of chlorine distributor, are 84 0002 and represent a key target. We have to seduce them with
our products. Finally, we should not forget people who are thinking about constructing pools. They
represent a vital target as well: more and more pools are installed every year, around 10%. During the
construction period, they choose the type of product they will use to treat their pools; as a result they
search a lot of information in order to choose the product that fits them.
Differential advantages
Nature2 Fusion has differential advantages on which we need to focus. First of all, our product is natural
as it uses a mineral cartridge. This cartridge provides not only a better quality of water, but also destroys
bacteria, controls algae, optimizes the chlorine's role and stabilizes the pH. Also, it is a remedy for the
negative effects of chlorine: it uses a mineral element composed with chlorine; as a result, the amount
of chlorine in the swimming pool is reduced. Moreover, it is an automatic distribution of chlorine.
Indeed, it is very easy to use as the consumer does not have to touch the chlorine, he does not even
have to think about it and renew the chlorine every week because there is always the right amount of
chlorine distributed. The price is low compared to other kinds of natural treatment, but remains higher
compared to chlorine.
MARKETING MIX
In our marketing mix we will focus on place and promotion, as we cannot change neither the product
nor the price significantly.
PROMOTION
Online presence
In today’s globalized world, an efficient and effective website is essential. It is the place where
customers will find all the information they need. In our new marketing mix, we reorganize the website
of the company in order to avoid the “mousetrap fallacy” (focus too much on innovation instead of
needs). The new website will be less confusing (change of the icons), less blue (the website will be more
legible) and will include publicity and news about recently launched products and events (as round
tables). In addition, there will be a link to a forum where customers can discuss the products and their
experiences, as well as a link to the Facebook or Twitter page. You can find an illustration of the new
website at the end of this report (p.17-18).
2 70% of chlorine users, 1,2Million in-ground pool owners so 0,7 x 1,2M = 84 000
8
In order to have a complete online presence, we encourage the use of Twitter and Facebook:
customers as well as the dealers should know what is currently going on, what the company’s future
plans are. Take advantage of YouTube is an interesting option too: videos will be posted in order to
create a buzz and encourage WOM. We will create a new video for the customers. It is true that a video
in destination to the customer already exists, however it is not very efficient. Zodiac should take
inspiration from the video they did for Nature2 Pro plus: it was more entertaining and the benefits of
the product were better presented (you can watch it here:
http://www.youtube.com/watch?v=c2WvOYK_ER0). It was more focused on women whereas in the
video they did for Nature 2 Fusion, they targeted both man and women; nevertheless none of them was
really pumped up by the product. Women will be the ones that appreciate more comfort and the ease
of use, so Zodiac should target them at first.
All these actions require a person responsible for the control of the information on the Internet. This
person would not only be responsible for surveying the information available, but also for participating
at the public forums (as an individual, not the company, to promote and give positive information and
have some feedback from the consumers), creating just one website for the product (there are too
many which leads to confusion), or for making Zodiac information better referenced when searching
about natural treatment through a browser such as Google. His/her another important task would be to
get rid of all the videos, advertisements, information concerning the previous product which is still on
the market even thought it had reliability issues.
Creation of loyalty with our customers
Our customers have to come back to renew their cartridges. That is why we will ask them to register
when they buy the product so Zodiac will be able to send them an e-mail and/or SMS to remind them
that they have to change the cartridge after the season In addition, a sticker on the fusion machine with
the date of sale and with the address of the closest dealer is a must and will be included. Another option
in order to increase this loyalty would be to offer affinity programs or special recognition programs to
long term customers.
We ask customers to give back the used cartridge to the dealer, in exchange of presents for kids (pens,
balls for swimming pools…).
Financial discount on next cartridge when a customer buys the Fusion system (cartridge plus the system)
will be offered to customers as well. Customers will receive an SMS telling them that he/she is eligible
for discount on his/her next cartridge.
New catalogues and flyers
Actual brochures for customers are too technical, detailed, and not enough eye catching. Customers
need to identify quickly the added value by Zodiac. Consequently, we change their actual Zodiac’s
brochures; you find an example of a brochure for customers as well as for dealers among the
illustrations (p.13-16). These brochures point out the differential advantages of Zodiac. Small flyers will
be distributed by mail as well.
Round tables with dermatologists & label
Zodiac has already acquired a label in the US, however this is not the case of Europe. That is why we
envisage a European label which would certify the quality of the product. In order to acquire this label,
Zodiac will organize round tables with dermatologists in order to gain in credibility.
9
Public Relations
Zodiac already has a good presence in professional press. However, company has to participate more
actively in showrooms for dealers and at exhibitions in order to promote the product. Zodiac can make a
video for showrooms explaining how to install the system and emphasize its advantages. It has to be
explained clearly how to install the system: there will be a demonstration with some schemes inside.
The dealers install the product, so it is vital that they understand it well and don’t find it complicated,
otherwise they won’t promote the product to our consumers. The video also has to explain how the
device is working, that means the way the two cartridges are completing each other in order to make
dealers able to explain it correctly to the consumers.
PLACE
Regarding the last element of our marketing mix, it is crucial to keep the margins for dealers as they are
the main prescriptors. Create a competition among them seems a good way to boost their sales: why
not offer a trip abroad for dealers who realize the highest sales? In addition, we will publish a new
brochure for them. The current one is too technical and not clear enough. You can see an example of
our brochure at the end of this report (p.15).
ACTION PLAN & TIMING
PULL STRATEGY
PUSH STRATEGY
DATE ACTION DATE ACTION July 2012 - Create only one website.
- Beginning of the restructuration of the website. (Deleting information about the previous product and new design).
- Send dealers a video in which a Zodiac Poolcare responsible explains why the previous product failed and what they did to change it within the R&D.
- Animation: put at the first stage the new product.
July 2013 - Keep in touch with dealers about eventual concerns.
August 2012 - Conception of a new brochure for dealers and customers.
- Get rid of all the videos, advertisements, information concerning the previous product which is still on the market.
August 2013
September 2012
- Edition of the new brochure for dealers and customers.
- Creation of a Facebook page.
September 2013 - Control the information on the internet: manage what is said on public forums
October 2012
- Creation of vodcasts for dealers; objective: explain the installation and how the product works.
October 2013 - Spread the sms system
November 2012
- E-mailing to 1.600 dealers who have not sold the product yet.
- Agreement with dealers to share customers' data.
November 2013 - Analyze the first year strategy: volume of sales, feedbacks about promotion and communication.
December 2012
- Be active at national showrooms for customers. Show our product to customers during "Le Salon de la Piscine & du Spa" which takes place in Paris at
December 2013 - Be active at national showrooms for customers. Show our product to customers during "Le Salon de la Piscine & du Spa" which takes place in
10
BUDGET
the beginning of December. Paris at the beginning of December.
January 2013
- Publish the Vodcast on YouTube. Send it to the dealers.
- Creation of posters.
January 2014 - Organize interviews and meeting with dermatologists.
- Organize a contest for the dealers with the highest volume of sales.
February 2013
- Make a buzz on social network. - Create a forum on our website on which
customers can discuss.
February 2014 - Interview with dermatologists and eventually process to get the label "testé dermatologiquement".
March 2013 - Improve publicity in dealers’ stores thanks to new big posters.
March 2014 - Focus on professional press, article about our new product.
- Actualize the Facebook and Twitter profile with the first year result.
April 2013
- Optimize the merchandising. April 2014 - Download a video on YouTube focusing on the benefits of the product (family comfort).
- Optimize the merchandising.
May 2013 - Agreement with dealers about discount on next cartridge when you buy the Fusion system (cartridge + system) for customers
May 2014 - Control the information on the Internet: manage what is said on public forums
June 2013 - Control the information on the internet: manage what is said on public forums
June, July, August 2014
- Keep in touch with dealers about eventual concerns.
September 2014 - Trip for the best dealers.
Task Information Budget
Creation of the website Computer graphics specialist; 50 €/h, 3 days (7 h/day) 1 250
New brochure for dealers New brochure for customers
2000 dealers; 2 brochures 60 000 brochures/2 years
876 7 629
Edition: new brochure for dealers Graphic designer (about 10 h/brochure) 500
E-mailing to the 2000 dealers 119
National showrooms Average price for a mere stand with equipment = 1000 € (sign in) + 20 €/h for 2 representatives (10h). There are 3
showrooms in Nantes, Montpellier, Paris 7 200
Create a forum on our website An employee of the company who spends 2 hours per
week to answer questions 1 700
Control of the information on the internet 10 h/month 12 000
Spreading of the sms system 10000 sms = 1000 1 000
Download a video on YouTube about the benefit of the product (family comfort)
Hire a professional to record the video. We assume that 20 hours are needed and the professional asks
100€/hour 2 000
Keep in touch with dealers about eventual concerns
Part time employee responsible of relations with resellers
20 000
Trip for the 3 best dealers 3 trips which costs 2000 euro each 6 000
TOTAL 60 274
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ILLUSTRATIONS’ OUTLINE
N°1: SWOT Analysis............................................................................................................................................. 12
N°2: Brochure for customer ................................................................................................................................ 13
N°3: Brochure for dealers ................................................................................................................................... 15
N°4: Website home page.................................................................................................................................... 17
N°5: Website product page ................................................................................................................................ 18
N°6: Marketing objectives explanations............................................................................................................. 19
N°7: Budget explanations ................................................................................................................................... 22
12
N°1: SWOT ANALYSIS
FORCES
Leader on the market (no direct competition) Product cheaper compared to other treatments, if
we take in account efficiency/price Reduce the manipulation of chemical products Erase the disadvantages of chlorine Big brand, internationally known Easy to use EPA approved in the US (Environment Protection
Agency)
WEAKNESSES
No incentives for dealers Only every fifth sales the product Only dealers are the only prescriptors Product seems expensive: no transparency about
the total cost (twice more expensive compared to chlorine)
No discounts or bundled price offered Confusion: a chlorine product or not? Product has to be installed by a professional Former and previous product still on the market! Previous product had reliability issues Inaccurate communication -> brochures
inadequate for customers who are not specialists (as compared to the dealers), confusing website
No communication for mothers No use of WOM Absence of pinko marketing Discrepancy between positioning and
communication
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La solution naturelle
pour votre bien-être
Minéraux + Chlore
Simple d’utilisation
Compatible avec tous systèmes
Contrôle des bactéries et algues
Optimise le pouvoir du chlore
Tout en un
système nettoyant minéral
+ distributeur automatique de
chlore
14
Dosage de chlore
contrôle la quantité de chlore
distribué grâce à un ajustement
programmable
Nature2 cartouche minérale
utilise des minéraux naturels pour
ggfournir une meilleure qualité d'eau
ggdétruire les bactéries
ggcontrôler les algues
ggoptimiser le rôle du chlore
ggstabiliser le pH
Connecteurs universels
installation rapide avec
ggpeu de maintenance,
ggdes connections faciles,
ggsans besoin d'électricité
ZODIAC POOL CARE
www.nature2.fr
Remplacement
des cartouches :
1 fois par an
Respect environnemental et simplicité
• Traitement de 20 à 170 m3 d'eau (4 modèles de cartouches Nature 2® Fusion • Fonctionne uniquement avec du chlore lent stabilisé de type “TRI-CHLORO" (en galet) • Pour piscines hors-sol (kit d’adaptation
pour tuyau souple Ø 32 ou 38 mm inclus) ou enterrée (raccords pour tuyau rigide Ø 50/63 mm en standard) • Installation à la construction ou sur piscine existante
15
ZODIAC POOL CARE
www.nature2.fr
Tout en un
système nettoyant minéral
+ distributeur automatique de chlore
Le principe naturel : - Traitement naturel à base de trois minéraux :
céramique, cuivre et argent
- Clarifie l'eau et génère naturellement un effet
bactéricide et algicide
- Optimise l'efficacité du chlore grâce à l'action
minérale, diminue donc la quantité de chlore utilisée
L'action : - Diffuse automatiquement les minéraux pendant 6 mois
d'autonomie (une saison)
- Distribue du chlore automatiquement et régulièrement grâce à un
réglage simple avec une molette, pendant une autonomie de 2
mois (capacité de la cartouche)
L'installation :
- Installation facile, sans alimentation électrique nécessaires, ni de
programmation
- Installation possible sur construction et sur piscines existantes
Remplacement
des cartouches :
1 fois par an
16
TARIF HT Nature2 Fusion (hors cartouche)
Cartouche 15 Cartouche 25 Cartouche 35 Cartouche 45
Volume d'eau à traiter 20 > 40 m² 40 > 90 m² 90 > 130 m² 130 > 170 m²
Nature2 Fusion 250 € 58 € 66 € 74 € 83 €
Caractéristiques techniques
Pression maximale en service 3,4 bar (50 psi)
Débit d’eau à l’intérieur de la cartouche jusqu'à 5 m3/h
Débit maximum admissible (dans le diffuseur) 25 m3/h (bypass obligatoire au-delà)
Débit minimum (dans le diffuseur) 6,5 m3/h
Débit d’eau autorisé dans le circuit de filtration 25 m3/h (bypass obligatoire au-delà)
Température maximale de fonctionnement (eau) 32 °C
Volume d’eau traité Jusqu'à 170 m3
Poids de NATURE² FUSION (hors cartouche) 5,0 kg
Poids de la cartouche 300 à 500 g (suivant modèle)
Raccordement tyauterie rigide (piscine enterrée) DN50/63 mm (standard)
Raccordement tyauterie souple (piscine hors-sol) 32 ou 38 mm (kit inclus dans l'emballage)
NATURE² FUSION / Dimensions hors-tout (L x l x h) 42 cm x 31 cm x 42 cm
Cartouche / Dimensions (D x h) 9 cm x 24 cm
Généralités
Type de chlore (galets uniquement ) Chlore lent stabilisé en galets de type "Trichloro-S-Triazinetrione" (ou acide trichloro-isocyanurique, également, également nommé "trichloro" ou "ATCC")
Contenance du compartiment de galets Le compartiment de galets peut contenir jusqu'à 2,5 kg de chlore lent stabilisé (10 galets de 250g empilés), soit une autonomie de 2 mois environ (pour une piscine de 50m
3 – dans des conditions normales
d'utilisations – hors conditions climatiques exceptionnelles)
Autonomie de la cartouche Fusion 6 mois à compter du placement de la cartouche dans le purificateur
Garantie NATURE² FUSION (hors cartouche)
3 ans
Garantie cartouche A l'installation uniquement
ZODIAC POOL CARE
www.nature2.fr
ZODIAC POOL CARE
www.nature2.fr
Respect environnemental et simplicité
Les cartouches sont compatibles avec le système Nature² DuoClear
17
Services Produits Accueil A propos
de Zodiac
Trouver
revendeurs
Espace
pro Contact
Nouveau
Nature² Fusion
purificateur
minéral
Soyer les premiers à
découvrir les nouveautés
Like sur
18
Services Produits Accueil Trouver
revendeurs Contact
Robots
nettoyeurs
Purificateur
minéral
Chauffage
Filtration
Electrolyse
au sel
Déshumidificateurs
A propos
de Zodiac
Espace
pro
19
N°6: MARKETING OBJECTIVES EXPLAINATIONS
Market information
Whole population 1 600 000,00 Relative non consumers 1 120 000,00 (0,6+0,1)*1 600 000
Consumers 32 000,00 0,02*1 600 000
Theoric Potential Market 1 152 000,00
Net penetration rate 3% 32 000/1 152 000
Market share 2%
We have to establish a double objective, not only regarding the replacement rate of the cartridges but also the number of devices sold.
Increase the cartridges' replacement rate
Current replacement rate 50% Objective
Which represents only 16000 0,5*32 000 2012 75%
A shortfall in volume 16 000 32 000-16 000 2013 80%
Which represents 1 600 000 € 16 000*100 2014 85%
We assume that the price of a cartridge is 100€ 2015 90%
Half of the profits are lost because of the low insufficient replacement rate.
Increase the water treatment penetration rate which necessarily incurs an increase of the market share
2015 12% of market share
20
Tap into the market by focusing on recently built swimming pools.
Annual evolution for 10 years is approximately 8.49% according to FPP figures (calculation detailed
beneath).
# of SP3 in 2000 708 000,00 # of SP multiplied by
# of SP in 2010 1 600 000,00
Evolution 126% 2,259887006
Which represents an annual progression of 8,5% 10% *
*Our objective is to equip 1 out of 10 new recently built swimming pools
# Gross Increase Nature2Fusion
2011 1 600 000
2012 1 735 840 135 840 13 584
10% 2013 1 883 213 147 373 14 737
2014 2 043 098 159 885 15 988
2015 2 216 557 173 459 17 346
Total 61 656
12% of market share in 2015 265 986,79
Products # of Nature with new
SP equipped 61 655,66 Current situation
32 000,00
Multiplied by … # current products
8,31
The gross increase is basically the number of swimming pools built every year from 2011 to 2015. We calculated the average gross from 2000 to 2010 to forecast the annual progression in the next
five years, i.e, 8% a year.
3 SP : swimming pool
21
# of Nature with current SP equipped (make the current owner of SP choose our
product) Breakdown beneath
172331
Revenue (generated by # of Nature2 with current SP and with the recenlty
built one)
Total Sales volume
2012
8617 5% of the objective 6 660 167 22 201
2013
34466 20% of obj 14 761 052 49 204
2014
60316 35% of obj 22 891 312 76 304
2015
68932 40% of obj 25 883 505 86 278
TOTAL 172331 70 196 036 233 987
Revenue Objectives
2012 4 065 041,74 2012 75%
2013 3 936 945,60 2013 80%
2014 6 485 871,69 2014 85%
2015 23 274 853,42 2015 90%
TOTAL 37 762 712,44
Since the impact of our marketing plan is not immediate, the first year we cannot fulfill our objective. Then, as our measures are implemented, the reseller sells our product more and more through these 4
years.
Let's assume that we get 1000 distributors
Consequently, they have to sell
233,99 in 5 years
Product sales forecasted (2011-2015)
233 986,79 265 986,79 minus the curent 32000 devices)
Revenue generated through 5 years with
devices 70 196 036,48
Cartridges generated through 5 years with
devices 37 762 712,44
TOTAL REVENUE 107 958 748,93
22
N°7: BUDGET EXPLANATIONS
Task Information Budget Sources
Creation of the website Computer graphics specialist; 50 €/h, 3
days (7 h/day) 1 250
http://www.graphic-instinct.com/tarifs/
New brochure for dealers
New brochure for customers
2000 dealers; 2 brochures
60 000 brochures/2 years
876
7 629
http://www.graphiste-imprimeur.com/29-devis-Depliant-20x21-cm.html
Edition: new brochure for dealers
Graphic designer (about 10 h/brochure) 500 50€/h
E-mailing to the 400 dealers 36 See table hereunder
E-mailing to 1.600 new dealers 83 (29+ 6x9) see table hereunder
National showrooms
Average price for a mere stand with equipment = 1000 € (sign in) + 20 €/h for
2 representatives (10h). There are 3 showrooms in Nantes, Montpellier, Paris
7 200
http://www.reussir-son-habitat.com/foire-salon-habitat.php
realized twice (2 seasons)
Create a forum on our website An employee of the company who spends 2 hours per week to answer
questions 1 700
We estimate 9€/h
Control of the information on the internet
10 h/month 12 000 http://www.graphic-instinct.com/tarifs/
Spreading of the sms system 10000 sms = 1000 1 000 Download a video on youtube
about the benefit of the product (family comfort)
Hire a professional to record the video. We assume that 20 hours are needed and
the professional asks 100€/hour 2 000
Keep in touch with dealers about eventual concerns
Part time employee responsible of relations with resellers
20 000
Trip for the 3 best dealers 3 trips which costs 2000 euro each 6 000
TOTAL 60 274