Di Stefano Mélissa, Favard Camille, Fryckova Veronika, Jeannin Camille, Ribeirinho Nelson & Thelot Laetitia
Background analysis
Recommendations:◦ Objectives◦ Marketing strategy◦ New mix : focus on promotion & place◦ Action plan & budget
Conclusion
OUTLINE
PLACE
B to B to C
1600 potential dealers
PRODUCT: 2 technologies: mineral
cartridge + chlorine distributor
PRICE: 299€
+ 100€ cartridge + 100€ chlorine
COMMUNICATION: effective does not mean
efficient
ANALYSIS
Discrepancy between positioning and communication :
=> Product perceived as expensive=> Confusion : chlorine or mineral solution?
Previous product : reliability issues BUT still on the market and internet…
Communication: main weakness -> can become a differential advantage
MAIN ISSUES
MARKETING OBJECTIVES
2 goals for 2014
Achieve 12% of market
share
Cartridges reach 75%
of replacement rate
Reach a replacement
rateof 80%
for cartridges
3 targeted segments
Differential advantages:
OUR MARKETING STRATEGY
Natural Wellbeing
Compatibility Ease of use Price
Existing consumer
s
Pool owners using
chlorine
Future pool
owners
New website
ONLINE PRESENCE
Reminder of the successful
ad
More clear menu bar
White backgroundBlue touch
Product pagesee later
FAQsForum
ContactAfter sale service
Link to Facebook and Twitter pages
Promotion of new products
Keep in touch: news , round
tables etc. salons…
Professional pageSPECIAL information
More accessible
z
Online presence
Product home page
Photos :more clear and
eye catching
Click on the product : Nature2 Fusion Video opens automatically Clear photos of the product Simple explanations for customers Link to « find resellers »
Link to each category
Organize in 6 categories
Hire a community manager
◦ Relation with company using SEO
◦ Responsibilities :
CONTROL OF INFORMATION
Erase Update Participate Assure Online control
Dealers’ customer register
80% replacement rate SMS system Emailing system Use of stickers
Customers’ feedbacks
Discount: next cartridge free !
Gifts in exchange of used cartridge
CREATION OF LOYALTY
Installation date
Brochures for customers
CREATION OF NEW BROCHURES
Insist on the natural quality
with green
Product logo
Big photo of the product
most important
Slogan about the product
insists on mineral Simple explanations with
illustrations
Slogan about the advantages for the
customers Reminder : cartridge replacement
More complete characteristics
Main characteristicsReinforce the
family environment
Brochure for dealers
CREATION OF NEW BROCHURES
Main characteristics
Reminder : cartridge replacement
More technical information
Certify the product = Guarantee the liability
Round tables -> meeting with professionals, dermatologists and public relation
Label -> certify :
ROUND TABLE/LABEL
Quality Credibility Reputation
Keep up in professional press
Be more present on showrooms◦ Create a video ◦ Demonstrations
+ schemes
PUBLIC RELATIONS
Contest for dealers in France
Divide France in 3 areas
Best dealer in each area wins a 2000€ value trip
CONTEST FOR DEALERS
ACTION PLAN & BUDGET
- Previous product information- New website
- Brochures- Online presence
- E-mails, SMS- Vodcasts- Showrooms
- Merchandising- Posters in stores
- Control of the information- Round tables
Budget:◦ 60 275 € for 2 years
Goals:o 12% market shareo 80% replacement
rate of cartridges
Enhance the communication strategy to : ◦ Improve credibility and reputation◦ Target new customers
ROI: 21 million€ from new sales
◦ Create loyalty with existing customers ROI: 10 million€ from renewal of cartridges
Create a relationship with dealers to :◦ Optimize merchandising◦ Be recommended
ROI: 31 million € through 2 seasons
CONCLUSION