GROUP C6

FERLAY David

MARTIN-PATY Meaghan

RAYNAUD Flora

ROBERT Jean

ROUSSEL Alexandre

MATCH ZODIAC / ESDES

REPORT

Contents

Page 3 Executive summary

Page 4 Step 1 : Marketing mix and positioning analysis

Page 6 Step 2 : Brainstorming

Page 7 Step 3 : Marketing plan

Page 3 sur 9

Executive summary

INTRODUCT ION

Problems

Low sales for the Nature² line

Low rate of cartridges renewal

Difficult launch of Nature² Fusion

Key issues and weaknesses

Product perception

Consumer and Retailer relationships

Facts

Only 20% of resellers have sold Nature²

products and have them in stock

MAIN BUSINESS POINTS

Change the name of Nature² Fusion

Increasing credibility

Using brand name ZODIAC

Crowdsourcing

Consumer relationship

Loyalty program

(E)mail reminders

Satisfaction surveys

Retailer relationship

Multiplying training seminars

Point-of-sale displays with QR-Code

Transparency about R&D

BENEF IT S

Making customers to trust even more

consumers and retailers

Rebuilding the brand image

erasing commercial fail of Nature² Pro Plus

Increasing sales up to 80% …

Have we convinced you ? Read on to find out

more on our marketing proposal !

Page 4 sur 9

Step 1 | Marketing mix and positioning analysis

1. Analysis of current Zodiac’s marketing mix

>>> Product

Strengths :

Easy installation

Easy to use

Adaptable to all kinds of pool

Two technologies combined

Less chlorine

Long lifetime

Cartridge replacement only

once a year

Weaknesses :

Cheap appearance

(Plastics, unreliability)

>>> Price

Strengths :

Low installation costs

Low prices of cartridges (from

69 to 99€ incl. VAT)

Weaknesses :

Solution slightly more

expensive than chlorine

>>> Placement

Strengths :

2000 Zodiac certified resellers in

France

Partners able to advice

customers

Weaknesses :

Undiversified distribution

channels

>>> Promotion

Strengths :

Eco-friendly

Healthy

Simplicity

Desinfectant

Mineral purification action

Weaknesses :

Bad image from N² Pro Plus

Lack of communication with

partners

Lack of partners motivation

for promoting Nature²

2. Analysis of current product positioning

“ Nature² : Sans doute la solution idéale pour avoir une eau pure et douce ! „

This slogan literally represents the positioning for this line of products

which is based on the alliance of efficiency and comfort of use.

With this slogan, the company really insists on the fact that the

product is more efficient than any other one concerning the quality

of the result and the pureness of the water. However, it seems to be

able to define more clearly this message.

We believe that Zodiac could improve its positioning by using

feedbacks given by consumers in order to be in ad equation with

their expectations.

The results of a survey performed in 2010 showed that the most

important criterias for Nature² products consumers are :

1. Swimming comfort

2. Ease of use

3. Disinfection

4. Clear water

5. Less chemical products

Those results show that the current positioning “eau douce” fits quite

well with the first criteria : swimming comfort. However it also

mentions the fifth result : fewer chemicals in the water.

To sum up, even if two criterias are mentioned, the catch-phrase

ignores 3 of the 5 most important factors according to consumer’s

voice which means that the positioning could be easi ly improved by

putting forward.

Page 5 sur 9

3. New positioning proposal

Concerning the catch-phrase, it appears that it

can be perceived by the reader in a way that is

too infantile and too simple, which could be

perceived quite negatively by consumers and

retailers.

Indeed, even if the Nature² product line is for

households it would be benefic whether the

catch-phrase could sounds more technical ,

more “professional”. By this manner, Zodiac

would insist on the efficiency of the products

belonging to the Nature² product line.

From our analysis of the current positioning and

thanks to the consumers’ feedbacks we can set

up an improved positioning that will convince

both retailers and consumers of the Nature²

products benefits.

The idea of the new positioning is to insist on the

professional use, their technicality and their

mineral proprieties.

Ceramic balls, copper and silver are used in the

treatment process which means that consumers

benefit from their natural proprieties : algaecide

and bactericide proprieties provide a high

quality water treatment.

Moreover, the Nature² products are used by

several kinds of professionals : kinesiotherapy,

thermal and cosmetic centers. We can add this

idea to the catch-phrase in order to make the

customers feel that they are using a product of

professional quality, in order to make them

believe that Zodiac enables them to benefit

from a professional service at home.

Page 6 sur 9

Step 2 | Brainstorming

Basic ideas for possible

improvements :

Rise the price

Change the name of Nature² Fusion

Co-creation and crowdsourcing

Highlight the brand name “Zodiac”

Highlight the eco-friendly message

Highlight the healthy message

Put forward the relative low-cost

method

Create events where customer is directly

in contact with the product

Create meeting days of training

Widen and diversify distribution channels

Change the price of cartridges

E-mail reminders for replacing cartridges

Suggest customers buying more

cartridges once for a better price

Insist on the lifetime reliability with

retailers and customers

Teach them more about the benefit

and efficiency of a double technology

Give them informations about what

improvements have been done since

Nature² Pro Plus

Communicate on the brand website

about R&D made on this range of

products

Point-of-sale display (including QR-Code

or Datamatrix code)

Loyalty program

Selection of the most

relevant ideas :

CHAN GIN G T HE NA M E OF NA TUR E ² FUS ION

The name of a product takes part to the buyer

decision process. Decision making is a

psychological construct. The goal is to

increase credibility in future customers mind.

The company has the opportunity to use a

brand name with over 100 years of history.

“Nature² by Zodiac” or “Fusion 2 Zodiac” (by

highlighting the brand name, with a French

play on words in the second proposal)

Others solutions are to involve resellers in the

choice of a new name (increased proximity

with partners) or by crowdsourcing, also known

as community-based design, in form of an

open call for solutions, or an online

competition for selecting the best name

proposal.

CONS UM ER RELA TI ONS HIP

The goal is to retain existing consumers and

encourage them to purchase the cartridges

through incentives :

- E-mail reminders with entertaining and

informative content (short animation explaining

the action of mineral elements and its benefit …)

- Loyalty program with the opportunity to get a

free cartridge after X purchases.

- User satisfaction surveys (with a gain of loyalty

points by completing surveys)

RETAIL ER REL ATI ONS HIP

- Technical Training Seminars for retailers and

focusing on the lifetime reliability, efficiency,

eco-friendly and healthy aspects of Nature².

- Point-of-sale displays including QR-Code

redirecting to an entertaining video/animation.

- Being transparent about R&D dedicated on the

Nature² line by developing web marketing :

Recording and uploading short v ideos of Zodiac

researchers explaining how works the mix of

technologies and what has been improved since

the last time.

Page 7 sur 9

Step 3 | Marketing plan

Objectives Convince existing and future dealers as well as existing and future pool owners of the benefit of Nature², in order to grow s ales and renew cartridges.

Schedule 2012 - 2014 2012 2013 2014

Changing the name of Nature² Fusion

Training Seminar 2013

User satisfaction surveys

3rd Emailing Campaign

1st Emailing Campaign

2nd Emailing Campaign

Training Seminar 2014

Crowdsourcing

Page 8 sur 9

Budget

MAR CH 2013

Next to the seminar, we will dispatch point -of-

sale displays to involve retailers and being

visually attractive and more present. We will

include QR-Code to POS displays, redirecting

Smartphone users directly to our promotional

video.

800 POS displays at 20€ each.

Budget : 16 000 €

FEB RUA RY 2013

Training Seminar 2013 for one hundred people.

The seminar focuses on the differentiation of this

water treatment method and the benefit of

mineral properties.

Train tickets : 10 000 €, Travel expenses : 2 000 €,

Hotel : 8 000 €, Security : 500 €, Logistics : 2 000 €

Budget : 22 500 €

JANUA RY 2013

Sending invitations to the next month’s Great

Event by targeting mainly unconvinced retailers.

Budget : 100 €

DECEMB ER 2012

Estimating the impact of the first campaign.

Preparing the training seminar 2013 (looking for a

place, negotiating rental rates …)

Budget : 0 €

NOV EMB ER 2012

Rebuilding brand image. Starting the first e-

mailing campaign B2B to further communicate

with retailers. An adapted version could be sent

to existing customers. The usual cost is from 0,10€

to 0,40€ / e-mail sent. This first campaign implies

at least 10 000 recipients.

Budget : 3 000 €

OCT OB ER 2012

At the same time, recording a new video for the

promotion of Nature² focusing on the new

positioning (professional service at home, mineral

properties and ceramic balls) to be included in

the first e-mailing campaign with entertaining

content.

Budget : 500 €

OCT OB ER 2012

Changing the name of Nature² Fusion by

highlighting the brand name “Zodiac”. This

action is the first step to rebuild brand image and

increase credibility.

Budget : 0 €

Page 9 sur 9

S EPT EMB ER 2014

Evaluating the two-year campaign. Analysis of

the overall results and possibly setting up a new

campaign for the 2015 seaon starting with a

crowdsourcing competition for a new logo.

TOTAL BUDGET : ~ 75 000 €

APRIL 2014

The thrid campaign. E-mail reminders B2C with

entertaining content to remind users to replace

their cartridges and loyalty program activation.

Budget : 3 000 €

FEB RUA RY 2014

Training Seminar 2014 for one hundred people.

This seminar focuses on the main points

appeared in user satisfaction surveys. Partners

can consequently adapt their advices to pool

owners. The Nature² product line will be more

attractive for future customers since it suits more

accurately their needs.

Budget : 22 500 €

JANUA RY 2014

Sending invitations to the next month’s Great

Event by targeting mainly unconvinced retailers.

Budget : 100 €

DECEMB ER 2013

Measures of customer satisfaction. Preparing the

training seminar 2014 (looking for a place,

negotiating rental rates …)

Budget : 0 €

OCT OB ER 2013

Designing and sending user satisfaction surveys.

The goal is to stay very close to users’ needs and

expectations in order to improve products for

next years.

Budget : 3 000 €

S EPT EMB ER 2013

Evaluating first results after one year. Preparing

the new promotional video informing retailers

and consumers about what has been improved

since the last year. The goal is communicate

about Zodiac R&D dynamism.

Budget : 500 €

APRIL 2013

The second campaign. E-mail reminders B2C

with entertaining content to inform pool owners

why is it essential to replace their cartridges. It

could include an exclusive discount for replacing

cartridges and the introduction of a loyalty

program (Buy 5 cartridges get 1 free)

Budget : 3 000 €

TEST IT ! with your

smartphone