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 !