Octobre 2011

BOLLENOT Clémence CESTAN Martin COUDRAY Marine ESCARMENT Baptiste PRECETTI Solène VUILLERMET Caroline

KEYMATCH PROJECT

Zodiac – Nature2

Marketing plan

2

Table of Contents

I. Executive summary ............................................................................................................... 1

II. Marketing mix ........................................................................................................................ 2

Product .................................................................................................................. 2

Price ...................................................................................................................... 2

Place ...................................................................................................................... 3

Promotion ............................................................................................................. 4

III. Brainstorming ......................................................................................................................... 5

IV. Marketing plan ....................................................................................................................... 6

Marketing objectives ............................................................................................ 6

Customer based ........................................................................................................ 6

Cartridge based ........................................................................................................ 6

Distributors based .................................................................................................... 6

Marketing Campaign............................................................................................. 6

Towards the distributors .......................................................................................... 6

Towards customers .................................................................................................. 7

Other recommendations .......................................................................................... 8

Time line ................................................................................................................. 10

Budget .................................................................................................................... 10

V. Appendix ............................................................................................................................... 11

1

I. Executive summary

The “Nature2” line does not reach sales objectives in comparison with the market size, especially

chlorine users that are their easy catch, which represent 70% the pool market. Indeed, Zodiac only owns 2% of this market, and has 400 active dealers out of 2000. Besides, the previous product “Nature2 Pro” was not efficient and suffered from a bad image; which therefore impacted negatively on the image of the whole “Nature2” line. It appears that there is a lack of communication between Zodiac and its resellers: the use of minerals by the water-purification system, which constitutes its main specificity, is not made very clear to the final customers. As a consequence, the costumers tend not to renew their cartridge, which hinders a sales possibility and affects the perception of the original product’s efficacy. It is a pity that such a strong innovation, which is the key for Zodiac to differentiate its product from its competitors’, is so poorly communicated on. Moreover, no difference is made between pool and spa users, even though these are two very distinct markets. All in all, it seems that Zodiac does not make the necessary promotion efforts to reach its market, even though they hold all the cards to set a standard in the future.

In order to solve these problems, we suggest several actions. To begin with, create a community through blogs with forum, sponsorships, loyalty cards, word of mouth. This will maintain a constant link between Zodiac and its customers. It is also important to renew all the communication tools (brochures, etc.) in order to focus on the final customer, which differs if pool user or spa user. In this logic, we also believe it necessary to change the brand name as well as the logo. Other promotion actions could include a greater presence in showrooms, the organisation of reseller seminars, as well as a partnership with a dermatological lab. Finally, another sales strategy would be to offer discounts on cartridges renewals every two times.

Thanks to our dynamic, aggressive and innovative strategy implemented in two years, we ensure Zodiac to improve massively their sales. First, over the period 2012-2013, we aim to make Zodiac reach 8% of the market share and achieve 20% the following year. Regarding the number of active dealers, our objective is to increase this number from 400 to 600 in the first year, and then up to 1000 in 2014, which will allow Zodiac to reach the previous objective. By solving the “cartridges’ renewal trouble”, we hope to increase their sales by 30% in 2013, and 80% in 2014 with sustainable development projects for the future. Last but not least, we promise to create a real “Nature2” community with more consumer feedback, communication, interaction and greater brand awareness. To conclude, our offer is based on new ways of promotion surfing a trend such as Internet and community spirit. As a consequence, our promotion will be very efficient because it is not so expensive and at the same time it allows to increase significantly both sales and margins.

Trust us, you will not be disappointed!

2

II. Marketing mix On the following pages you will get an overview of Zodiac’s actual marketing mix, its apparent weaknesses to which we will try to provide inventive and new solutions.

Product First of all, concerning the product, Zodiac with its revolutionary concept called Nature 2 is

undergoing a monopoly. The line Nature 2 has three key products: Nature 2 Spa as its name says is designed for spas, Nature 2 Express for out of ground pools and then last but not least, Nature 2 Fusion, the newest dated for inground pools. The innovation of this concept resides in the use of not only chlorine, but also minerals to clean the pool water. As a consequence, the product is composed of two tanks: one for chlorine, the other one for a cartridge of minerals. Regarding these cartridges, they need to be replaced every 6 months and are neither recyclable nor collected. The logo of this line is made of soft colors as purple, blue and white which seems to be made to remind consumers that the minerals used in the product are better for the skin than chlorine.

However, by analyzing the product Nature2 fusion and the line Nature2, we realized that the name “Nature” was reminding the consumer of the previous product which was a failure due to technical problems. Moreover, the colors used for Nature2’s logo reminds us of beauty products or tissues. It indeed recalls softness and skin care but has not really anything to do with swimming pools as the name Zodiac is not part of the logo. This concept, as we previously said, uses minerals combined to chlorine, split up into two cartridges. However, we noticed that the consumer does not have any means to measure the level of use of the cartridge, and so does not know when to change it. Then, last but not least, the cartridge is not recyclable which means that consumers need to dispose of it by themselves before getting a new one which cannot always be seen as practical.

Regarding the two first points, we would recommend to change the name and the logo to modify the consumer’s negative idea/image on these products. We also suggest putting the name “Zodiac” as a real part of Nature 2 logo, but also as a guarantee of quality. Finally, to avoid waste and technical problems we would advice Zodiac to help the consumer measuring the level of use of the cartridge by implementing a gauge to their product; and then in a second time, to carry out a collect of cartridge, to remind people to get a new one and to help them disposing of it.

Price Now regarding the price, we made a comparison between the users of chlorine and the ones using

Nature 2. First of all, what appears clear is that the other systems to clean water are more expensive which gives Nature 2 a strong advantage. Moreover, Zodiac already made special offers to the dealers in order to make the product more attractive to them. Now regarding the analysis, these data depend on the bulk of the pool, if there are children, what the filtration system in use is and who the different dealers are. As a consequence, we could have made this table.

3

Chlorine users Nature2 Fusion Nature2 Express Nature2 Spa

First year

€350 to € 430

-Product price: € 249 to € 259

- Cartridge price: € 53 to € 89

The cost of chlorine would be €30 to €40

a year

About € 300

- Product price: € 229 -Cartridge price:

€ 69 to € 89 a year

The cost of chlorine would be €30 to €40

a year

About € 450

- Product price: € 200

-Cartridge price: € 240 a year

Other years € 80 to € 100 (including the use of PH if needed)

About € 130 (cost of cartridge and chlorine)

About € 100 (including cartridges and chlorine)

240€ for the cartridges (changed every four months)

We can notice that the price is not really expensive compared to sole chlorine. Maybe Zodiac can lower it but not so, as a too low price could be seen as a low quality product. We eventually agreed that the problem about Zodiac marketing mix does not reside in its price. Therefore, we decided not to change a lot the actual positioning. However, Zodiac has to be careful about the margins of the dealers since the price can be different from a dealer to another one. We would nevertheless advise them, in order to attract new consumers to establish a system of sponsorship created by word of mouth. This system would, as a result, have three major advantages: to bring new customers, to set up a loyalty program through loyalty card and to get discounts when you bring back their cartridges, which in a way satisfies everybody.

Place Then, as far as place is concerned, the product Nature 2 Fusion is sold by pool specialists (pools builders and resellers) for 90%, and by heating specialists for 10%. There are currently 400 points of sales that have effectively sold the product in 2010 in France for around 2000 active dealers.

We noticed, is that there is a potential volume for Nature 2 of 1,2 million pools to be equipped (just in France). The company is relatively far from this goal which implies that there is a lot to change in particular regarding the distribution.

First, when a Nature 2 product is delivered, there is an onsite installation necessary (except for Nature 2 spa and Nature 2 Express). As a consequence, the firm has to train the resellers, so that the installation can be effective on the day of distribution for the final consumer. Therefore, the firm needs to motivate the dealers to learn how to install the product.

Before selling our product, we want to increase the number of potential dealers by organizing a conference in Lyon, where the branch is implanted. This conference would be a pretty good way to see the motivated dealers for our project (people who make the effort to come). Then in order to attract them, we want to organize a contest with a trip as a reward for the reseller who will sell the most « Nature 2 » products. This would be an alternative means of motivation, therefore increasing the sales of our products.

After this step, for the dealers that are convinced, we will try to convince them to promote Nature 2 as their key products in stores. Additionally, the product we propose is targeted to healthy people, especially families. We want to target first areas where people are already settled down for a while, and are therefore eager to invest on a pool. Then, we plan to focus our strategy with intermediates who deal with these people (in high-income households (PCS+)), which is why the geographic implementation of the reseller is important.

4

Promotion Regarding Nature 2’s promotion, Zodiac is actually undertaking several actions. Indeed they are

already advertising their concept through brochures and posters, which promote the wide range of their products. Those advertisements are directed to final consumers explaining them how Nature 2 products work and what are their benefits and ease of use. As well, they organized/participate to show rooms to present all their products and convince dealers of the necessity and advantages of their new technology. For instance, next year it will take place in Lyon. Finally, Zodiac is also communicating through its website: www.zodiac-poolcare.com where the consumer can find technical details about the products, ask questions but also find the nearest dealers.

However by analyzing Zodiac promotion it appears clear that the bulk of their problems is their communication, definitely not strong enough. First, the image conveyed by the posters seems not to be adequate. Indeed what does a woman with flowers have to do with pool care system? Moreover, after several analyses we noted that the information given on the brochures, posters and website are or too technical or too obscure which does not really give the envy to read them.

We also noticed that there were no significant promotions undertaken, as well as no real differentiation from chlorine system reseller in their promotion, which result inevitably in a lack of originality. There is indeed, not enough emphasis on the benefits of the products; it lacks for instance of evidences, reliable figures. On the opposite, the concept is victim of the negative image of the previous product that was a failure. Then, last but not least, it also seems that resellers do not trust the products and so do not promote them correctly to consumers. All in all, it seems that Zodiac does not really give itself the means to promote its revolutionary product.

In response to this we would advise them to design new brochures and posters more adapted to

each product. For instance, for Fusion and Express they should insist more on the fact that it protects the skin of children, that it is more family-orientated, so a good idea would be to replace the picture of the woman by one of a family having fun in the swimming pool as presented in the illustrations.

Another of Zodiac’s main idea should be the creation of a community by sending an e-mail or a SMS to remind when to change a cartridge and that there is a sponsorship in place when recalling cartridges. The creation of a Facebook page also seem interesting to us as it is completely free and it uses one of the best ways nowadays to promote quickly a product and to make a buzz. Moreover, a blog with a forum seems a very good idea as this lack a bit in the website. Indeed, customers don’t have clear answers to their particular questions. It will also be a great opportunity to develop even more a spirit of community among Zodiac’s users but also to build a strong and lasting relationship between the company and its customers.

Then, we agreed that Zodiac should emphasize more on statistics, health recommendations (be careful with sun exposure, take care of your skin …), as well as setting an association with a label or a laboratory to help proving the benefits of their products for the skin compared to other ones and finally, to give it more credibility.

Last but not least, as we already said a very good way to promote Nature 2 would be the contest organized between dealers to win a trip for the one who sells most.

5

III. Brainstorming

Consumer ideas Distributor ideas

S T E P

1

Enhance the website, eliminate Mr. and Mrs. Zodiac

Loyalty card with a 5% discount every two cartridges bought

Creation of a community: nice e-mail with a recall about the buying of a new cartridge every 6 months, Facebook page, blog with a forum and FAQ.

Street marketing : mermaids distributing flyers

ULM with a banner

Ads in resorts that have Jacuzzis & Spas: stickers showing that they use a product Nature2

Meter to see when the cartridge time comes to the end

Recyclable cartridges

Brochures & posters, image more suitable to the different products: repositioning of the products

Partnership with a label or a lab to "prove" the benefit for the skin

Put forward the best sellers: put them on the website

Increase the number of "dealers" by inviting them to conferences with travel reward idea for the future best seller.

Check the place of the product in stores: make them more visible

Increase the number of dealers in areas where there are houses under construction

S T E P

2

Loyalty card with a 5% discount every two cartridges bought

Creation of a community: nice e-mail with a recall about the buying of a new cartridge every 6 months, Facebook page, blog with a forum and FAQ

Enhance the website, eliminate Mr. and Mrs. Zodiac

Street marketing : mermaids distributing flyers

Ads in resorts that have Jacuzzis & Spas: stickers showing that they use a product Nature2

Brochures & posters, image more suitable to the different products: repositioning of the products

Partnership with a label or a lab to "prove" the benefit for the skin

Increase the number of "dealers" by inviting them to conferences with travel reward idea for the future best seller.

Check the place of the product in stores: make them more visible

Increase the number of dealers in areas where there are houses under construction

S T E P

3

Enhance the website, eliminate Mr. and Mrs. Zodiac /Creation of a community: nice e-mail with a recall about the buying of a new cartridge every 6 months and of the benefit of 20% on the cartridges thanks to the proposing system, Facebook page, blog with a forum to best answer customer’s questions.

Loyalty card with a 5% discount every two cartridges bought

Increase the number of "dealers" by inviting them to conferences to convince them of the effectiveness of the product motivating them with travel reward idea for the future best seller and thanks to repositioning of the products with the brochures & posters more adapted to the different products and for proof of the benefits for the skin a partnership with a label or a lab.

Change the name and the logo of the product

6

IV. Marketing plan Marketing objectives

Customer based Currently Zodiac has 2% of market shares. We want to increase this number up to 8% by 2013, and up to 20% in 2014.

Cartridge based Our objective is to sell more cartridges, 30% more in 2013 and 80% in 2014.

Distributors based Zodiac has 2000 resellers but only 400 are effectively selling Nature2 products our aim is to increase this number by 50% (600 resellers) in 2013 and reach 1000 dealers in 2014.

Marketing Campaign

Towards the distributors

Zodiac seminar tour: “A revolution that changes the way of swimming” We advise Zodiac to organize a seminar for the pools resellers, the direct clients. This seminar will focus on the presentation of the line “Nature2” and mainly on the product Nature2 fusion. Zodiac’s technicians and the communication team will realize the intervention, which means no extra cost to find external speakers and better information on the products. There will be 10 sessions:

1. Paris 2. Nantes 3. Limoges 4. Bordeaux

5. Toulouse 6. Montpellier 7. Marseille 8. Nice

9. Lyon 10. Strasbourg

200 dealers will be invited (to be balanced depending on the regions), so 50 of them should be present. A seminar room needs to be booked (conference room in a hotel). The room needs to be located downtown to be reached easily by the public transports. The usual costs are 500€/day. The buffet budget is around 500€, which means a total budget of 1000€ per seminar. The seminar has to be carefully organized because people tend to react positively to a good atmosphere, which would help the achievement of the marketing objectives. Concerning the invitation process, we advise Zodiac to send an email 3 months before the seminar to give dealers time to think about it. Two months before, invitation cards have to be sent and the first answers are expected. Answers are accepted until two weeks before the seminar. An email will be sent one week before to give the final guest the planning information.

7

A check-in will be organized at the beginning of the seminar to help dealers to feel welcomed and to allow Zodiac’s team to meet them1. The seminar will last a day with two sessions : one in the morning and another one in the afternoon which is more convenient and would allow a greater number of dealer to come. In the week after the event, the communication team will send an email2 to remind the key points of the conference and an appreciation sheet to have the feedback of the guests. This benchmarking will help Zodiac to improve its communication plan. A summary of the conference will also be put online on Zodiac’s website.

During these seminars a contest will be launched with a free trip to the key for the dealer who will sell the more of Nature 2 products. The contest will occur on a given period in order not to disadvantage any dealers. The trip is for four persons and one week long in Corfu.3

Towards customers

Web actions To reach more customers, we advise Zodiac to put in place some actions on the web. Indeed they do not cost a lot but are really efficient as they surf a trend. First of all, Zodiac should improve its website, since it is the first place where customers or prospects are likely to look. To improve the website, we suggest Zodiac to get rid of Mr. and Mrs. Zodiac. These characters tend to make customers childish and therefore are not really relevant. To develop a community spirit, Zodiac has to create a forum4. Customers or prospects can ask their questions and consumers will answer. Moreover, twice a week (specific days to make customers know when they will get their answers), both technicians and the communication team from Zodiac will provide information. Since there are 189 million Facebook users in Europe, creating a Facebook page will emphasize this community spirit. It will allow Nature2‘s communication team to answer some questions, to promote events such as the seminars and the trip and to redirect customers to Zodiac website and forum. If Zodiac already employs a webmaster, he/she will be in charge of these web-actions, which means that there will be no extra costs. Otherwise, Zodiac can call a web-design agency.

1 See Appendix p 12

2 See Appendix p 14

3 See Appendix p 14

4 See Appendix p 21

M-3 email

M-2 Invitation cards

Start of the answer period

W-2 email to remind the guest

of the seminar End of the answer period

W-1 Last email to remind the

guests Email to give information

about the organization and the planning of the

seminar

Seminar Organization

8

We advise Zodiac to put links to the forum, the website and the Facebook page in each of these Internet pages and at the end of its brochures and posters to create a real awareness about Zodiac web presence.

Concrete actions To enhance the benefits of the Nature2 line, Zodiac should create a partnership with a pharmaceutical company (Sicobel, Uriage, La Roche-Posay) or ask for a label. It will be possible by showing the laboratory statistics: 50% less chlorine, not harmful for the skin, the eyes and the hair. It will be a win-win situation for Zodiac and the laboratory because each company will benefit from a greater brand awareness and consumers trust.

Other recommendations Price is not really an issue but Zodiac can focus on some elements in order to increase the

cartridge sales, the reseller fidelity and the customer engagement activities. We advise Zodiac to put in place a system of sponsorship. Since 91 % of Nature2 users are satisfied with their product and will recommend this product to other pool owners5, we advise Zodiac to take advantages of these data. Zodiac needs to create consumer loyalty and to attract new ones. The word of mouth is a good way to manage to do these two things. We advise Zodiac to create a “free” publicity thanks to the sponsorship. If a consumer manages to convince a person who wants to build a pool to use Nature 2 product, he will get a discount of 20% when buying new cartridges.

Nature2 fusion Nature2 Express Nature2 spa

What the consumer will gain € 10,6 to € 17,8 € 13,8 to € 17,8 € 12

What zodiac will earn afterward

€ 335 to € 435 For a new customer

€ 130

For a new cartridge

€ 285 For a new customer

€ 100

For a new cartridge

€ 430 For a new customer

€ 240

For a new cartridge

Thanks to this system Zodiac will attract new consumers and the loss of money will not be experienced. The dealers will keep their margins so they should agree to this action. We said previously that the fact that the consumer needs to dispose of the cartridge by himself is not convenient and can prevent him from wanting to get a new one. To make it easier for the customer and to secure his loyalty, we suggest that Zodiac puts in place a “returnable cartridge operation” with its dealers, which means a deposit system. The customer should be able to bring his cartridge back to his dealer. The dealer is in charge of collecting them and disposing of them while Zodiac provides containers (with Zodiac and Nature2 logos, which allow the company to advertise indirectly). This initiative helps the customer and makes him willing to buy a new cartridge.

This action can be put in place really easily by creating a loyalty card. This card will be in the dealers’ computer (CRM). The name, the address and phone numbers will be written. Every time the consumer goes to the dealers’ shop to buy a new cartridge, it is written in the file. He will receive 5%

5 Market survey 2010 with 101 owners of Nature2® Fusion, Teleperformance

9

of discount every two cartridges (between € 2.65 and € 4.5 for Nature2 Fusion, between € 3.45 and € 4.45 for Nature2 Express and about € 3 for Nature2 Spa). Thanks to this action, the consumer will go to the dealers (and may be tempted to buy other products for the pool which is a good point for the dealers) to get the cartridges.

One of the issues of Zodiac is that people tend to forget to change the cartridges, and if they do not do it, the product will not work perfectly. Along with this discount system, Zodiac should send an email6 to the consumer twice a year (in the spring and at the end of the summer) to remind the consumers to get a new cartridge. A relational management system such as Access which costs about € 190, or others more powerful about € 350), and the emailing is a good way to save time.

Name The previous name « Nature2 » was reminding the consumer of the previous product, which had technological problems and was not reliable. The name Aquapure is made of two words:

- The Latin word “aqua” which means water and so reminds us of the pool universe

- The word “pure” which brings back the fact that Nature2 technology is based on minerals to

purify pool water. It recalls the benefits of this line of products (softness for the skin and the

eyes). Furthermore the word “pure” means the same thing in French and English. The name

Aquapure can be understood in France and internationally, which make easier the

development of this line of products in the rest of Europe.

The name Aquapure should replace the name of the line of products Nature2. The products would keep the same name: Aquapure Spa, Aquapure Express, Aquapure Fusion.

Logo 7

Along with the name, the logo has to be changed. Currently, the logo is associated to flowers on posters which do not recall swimming pools but tissues. The logo we suggest bring back the water universe. Its uncluttered fonts and the silver colour recall the function of the product: purify water thanks to minerals (notably with silver). Concerning the creation of a new logo, we suggest that Zodiac asks a design school to work on this project (as it is done with ESDES students for this project). Indeed, it will help the company reducing its fees whereas it will allow students to work on a real business project.

As customers are used to the name Nature2, it is important to them to be aware of this change. For a year the former name Nature2 and the new one Aquapure will be written on the packages, brochures… An email will be sent to the customers to warn them. The following year only the name Aquapure will appear. Enclosed you will find a sample email that could be sent to the customer.

6 See appendix p 15

7 See appendix p 17

Some design schools in Lyon Some advertising schools in Lyon: - ESPUB

- Sup de Pub Lyon

- IICP

- Iseg Lyon

- EDAIC

- Ecole d’Ars et d’Infographie 3D Bellecour

- Ecole de Condé, Lyon

10

Brochures and posters8

We suggest two types of documents: posters that present the product in a general manner in order to raise awareness of the product with the potential customers; as well as a more « technical » documentation that will present in more details the characteristics and qualities of the product. The colours as well as the background pictures used are chosen in order to appeal directly to these categories, which is not actually the case with Zodiac’s promotion tools. With the new brochures, the image of the products is more professional. We changed the background to put a spa or a swimming pool to make the customer understand better the use of the product. In the previous poster the background was the same for spa and pools which was confusing. We added a picture of Aquapure products to help the customer know how it looks like: visual is a more powerful way to communicate than words.

Time line To convince the distributors to sell Nature2 products, we advise Zodiac to take advantage of the first low season to gain their trust. The structured campaign we propose will help Zodiac doing so.

The forum has to be launched as soon as possible because it is an important part of our action plan. The brochures have to be ready before the seminar because we want to give them to the dealers during the seminar and at the end of the low season to renew their stock. If the seminar is successful, these actions will be re-implemented the following year. The promotion about changing the logo must also be implemented as soon as possible for the new name to be retained. The partnership is planned during the second low season because the new notoriety will make it easier to obtain.

Budget9 The total costs are around €33000. Furthermore, some investments of 2014 will be funded by the sales of 2013. This means that the budget for this marketing campaign is less than € 75 000. 8 See appendix p 17-20

9 See appendix p 11

Oct

ob

er

20

12

- M

arch

20

13

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

Mar

ch 2

01

3 -

Oct

ob

er

20

13

Email sent at the beginning of the high season for the cartridge renewal

+ Launch of the operation concerning the catridges

Oct

ob

er

20

13

- M

arch

20

14

Seminar

+ Production and distribution of the new brochures & posters for the whole line

+ Partnership with a lab

Mar

ch 2

01

4-O

cto

be

r 2

01

4

Completion of the name/logo change

High season Push strategy

High season Push strategy

Low season Pull strategy

Low season Pull strategy

11

V. Appendix

TABLEAU RECAPITULATIF DES COUTS

Nature 2

Fusion Nature 2 Express

Nature 2 Spa

SEMINAR Room+ buffet €1000/seminar

20 seminars: € 20 000

STAFF TRAVEL FEES

Travel for Zodiac’s staff for the

seminars (5 pers) € 3000

LOGO New design

Made by a design school

€0 We have been advise that the creation of a new logo is not to take

into account in the budget

BROCHURES (200 000)

(2000 dealers*50 brochures *2

years)

Creation & printing

€ 3000 - € 4500

Flyers A6 : €39,90 € / 5000 copies Flyers A5 : 49,90 € / 2500 copies

FORUM Domain name (.fr or .com)

€10 for 1 year and €40 for 5 years

POSTERS For dealers and seminars

€ 240

TRIP Rewarding trip for

the dealers (Corfu)

€ 5000

TOTAL €33000 + possible compensation for salespersons and a webmaster = less than €75 000

12

SEMINAR PLANNING The seminar will have duration of 4 hours. The firm will propose 2 seminars in the same day (one in the morning and one in the afternoon) to reach more dealers. Having two seminars on the same day will minimize the rental cost. 9:30 am: Start of the morning conference with a welcoming speech and a coffee (30 minutes). 10:00 am: PowerPoint presentation about the new product “Aquapure” and the sales’ ambitions. This presentation will be an opportunity to explain all the advantages of the product for the dealers and the satisfaction of final consumers behind, therefore it will last one hour and a half. The brochures, the communication of the company, the trip contest will be presented. 11:30 am: 30 minutes session for the guests’ questions. 12:00 am: Buffet to reinforce the contact with Zodiac’s dealers. The dealers will also have the opportunity to lunch there, but can also leave if they do not have a lot of time. The seminar in the afternoon will be the same principle, except for the “lunch service” because it will end around 17:30, with also a buffet. (14:30-17:30).

Program model for the dealers:

13

14

Invitation model for the dealers:

XXXX, le 15 septembre 2012

Cher Monsieur, Chère Madame

L’équipe Zodiac a le plaisir de vous convier à sa tournée de séminaires nationale. A l’ordre du

jour, nous vous expliquerons pourquoi dans un soucis d’esthétisme et de toujours mieux satisfaire

nos clients nous avons décidé de changer de nom : Nature 2 devient en effet Aquapure.

Par ailleurs, nous vous présenterons notre dernière innovation : le produit Fusion, et un

temps questions/réponses sera dédié à vos questions.

En participant à ce séminaire vous aurez l’opportunité de gagner un voyage pour 4 personnes

d’une semaine à Corfou. Ne tardez plus pour vous inscrire ! Pour cela il suffit de renvoyer le

document en pièce jointe avant le 15 octobre.

Nous vous attendons nombreux !

L’équipe Zodiac.

« Voyage a gagner », poster

15

EMAILS

For Nature2 fusion or Nature2 Express customers, YYYYYYYY, le 15 avril XX Cher Monsieur/Chère Madame X, L’été revient. Il est temps de se préparer et de tout mettre en œuvre pour profiter

pleinement de votre piscine ! Courez vite chez notre revendeur le plus proche avec votre ancienne cartouche Nature 2 Fusion/ Nature 2 Express afin de la remplacer. Et n’oubliez pas la réduction de 5% dés votre deuxième achat de cartouche.

N’hésitez pas à nous faire part de vos recommandations ou interrogations concernant Nature 2 sur notre forum (lien du forum).

Bon été avec Zodiac For Nature2 Spa YYYYYYYY, le 15 avril XX Cher Monsieur/Chère Madame X, Pour profiter pleinement des bienfaits de votre jacuzzi toute l’année, n’oubliez pas de

renouveler votre cartouche Nature 2. Courez vite chez notre revendeur le plus proche avec votre ancienne cartouche afin de la remplacer, sans oublier notre réduction dés l’achat de la deuxième cartouche.

N’hésitez pas à nous faire part de vos recommandations ou interrogations concernant Nature 2 sur notre forum.

Bonne détente avec Zodiac

16

Email to inform of the change of name

Yyyyy, le 15 avril xx Cher Monsieur/Chère Madame X, Afin de toujours plus vous satisfaire, Nature2 évolue et devient Aquapure. Aquapure Fusion,

Aquapure Express et Aquapure Spa auront évidemment le même gage de qualité pour que vous profitiez de vos baignades. N’hésitez pas à nous faire part de vos recommandations ou interrogations concernant Aquapure sur notre forum.

A bientôt avec Aquapure…

17

LOGO

BROCHURES Aquapure Fusion poster

18

Aquapure Spa poster

19

Notice Aquapure Fusion

20

Notice Aquapure Spa

21

FORUM PAGE

Notice Aquapure Spa