What’s the problem ?

How many Zodiac resellers : 2 000

How many have sold Nature² : 400

Cartridge renewal rate : 50%

Market share : 2%

Objectives

The goal : convince resellers !

The consequence : resellersconvince consumers !

The extension : consumersbecome loyal !

A potential

Launch of a new product : Nature² Fusion

1,2 million pools to be equiped

75 000 EUR to grow sales up to 80%

New positioning

Improving positioning to

convince both resellers and

consumers :

Technicality

Mineral properties

Profesionnal service at home

Catch-phrase

BudgetOCTOBER 2012

Changing the name of Nature² Fusion

Rebuild brand image and increase credibility

Budget : 0 €

Recording the new promotional video of Nature² focusing on the new positioning

Budget : 500 €

TOTAL BUDGET

:

500 €

NOVEMBER 2012

First e-mailing campaign B2B

Budget : 3 000 €

JANUARY 2013

Estimating the impact of the first campaign

Preparing the Training Seminar 2013

Sending invitations

Budget : 100 €

TOTAL BUDGET

:

3 600 €

FEBRUARY 2013

Big event of the year : Seminar 2013

Budget : 22 500 €

MARS 2013

Dispatching 800 POS displays

Including QR-Code

Budget : 16 000 €

TOTAL BUDGET

:

42 100 €

APRIL 2013

Second campaign

E-mail reminders B2C

Including an exclusive discount for replacingcartridges

Introducing a loyalty program « Buy 5 Get 1 »

Budget : 3 000 €

TOTAL BUDGET

:

45 100 €

SEPTEMBER 2013

Evaluating first results

Recording the New promotional video « What has been improved since the last time ? »

R&D transparency

Budget : 500 €

OCTOBER 2013

Sending User Satisfaction surveys

Budget : 3 000 €

TOTAL BUDGET

:

48 600 €

DECEMBER 2013

Measures of customer satisfaction

Preparing the Seminar 2014

Sending invitations

Budget : 100 €

FEBRUARY 2014

Big event : Zodiac Training Seminar 2014

Budget : 22 500 €

TOTAL BUDGET

:

71 200 €

APRIL 2014

Third campaign

E-mail reminders B2C

Budget : 3 000 €

SEPTEMBER 2014

Evaluating the two-year campaign

Analysis of the overall results

Starting the new season with a crowdsourcingcompetition

TOTAL BUDGET

:

74 200 €

Conclusion

75 000 € BUDGET :

RESELLERS & CONSUMERS CONVINCED

ZODIAC PERCEIVED AS A QUALITY-MASTER

UP TO 80% SALES GROWTH

OBJECTIVES COMPLETED

Thank you.