Keymatch project
Team A5
Clémence Bollenot
Martin Cestan
Marine Coudray
Baptiste Escarment
Solène Precetti
Caroline Vuillermet
Outline
Actual situation
Objectives to reach
Proposed marketing actions
Timeline
Costs
Zodiac only owns 2% of the swimming pool market, and has 400 active dealers
Negative impact of Nature 2 pro
Lack of communication between Zodiac and its resellers
Current situation
Increase market shares by 8% in 2013, and up to 20% in 2014.
Sell more cartridges, 30% more in 2013 and 80% in 2014.
50% increase in resellers (600) by 2013 and 1,000 resellers by 2014.
Creation of a community.
Objectives to reach
The seminar tour
◦ Present the new product
◦ Explain its benefits
◦ Reinforce the communication with the dealers
10 sessions
Proposed marketing actions
Best seller reward
◦ A 5 day trip to Corfu (Greece) for 4 people
increase motivation, communication and involvement of the dealers
build Zodiac community
Trip contest
Promotion through a community
Eliminate Mr. and Mrs. Zodiac
Creation of a forum: FAQ with consumers and technicians.
Creation of a Facebook page to emphasise the community spirit.
How?
Discount of 20% on cartridges if a customer convinces a new one to get the product.
What for?
Promotion through a community
Sponsorship
Development of customerloyalty and customer adoption.
Loyalty card with 5% discount every twocartridges
Creation of a partnership with a pharmaceutical company or label
Gain the confidence of the dealers and customers and establish loyalty
A deposit system to secure the consumer’s loyalty
A discount system to increase the sales
An email to remind
them of changing their
cartridge
Renew cartridges
A new name: two words with a strong meaning
- Aqua
- Pure
A new logo which recalls the functions of the product
New product name
Innovate communication tools
A more appealing promotion strategydirected towards the specific consumers(pool or spa users)
New posters and technical documentation for each one
Launch of the forum +Seminar+ Production and distribution of the new brochures & posters for the Fusion product + Change of the name/logo with reference to the previous one
Email sent at the beginning of the high seasonfor the cartridge renewal+ Launch of the operation concerning the catridges
Seminar+ Production and distribution of the new brochures & posters for the whole line+ Partnership with a lab
Completion of the name/logo change
October 2012 -March 2013
March 2013 -October 2013
October 2013 -March 2014
March 2014-October 2014
Timeline
SEMINAR
REWARD TRIP
FORUM
STAFF TRAVEL FEES
POSTERS
BROCHURES
*possible compensation for salespersons and a webmaster and budget for the creation of a logo,…
Costs
Conclusion
Avec Aquapure prenez la vie côté azur !