Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 25

SOMETHING SALTY FOR THE HOT TUB MARKET
Bernie Johnson was about to begin a new business venture. After working for years in the pool and spa industry as a salesperson in a local store, he decided to launch his own line of products, a series of hot tubs with the brand name Salt Spa.
Bernie was convinced that the future of the hot tub marketplace was in selling saltwater systems, actually saline-based ones, rather than traditional tubs using chemicals and chlorine. Saltwater systems work by creating their own chlorine. An electric current passes through saltwater in a chlorinator cell, which splits the salt into sodium and chloride. It then releases a chlorine gas that dissolves in the water. This process not only sterilizes the water, it prevents the growth of algae.
Saline-based systems offer a number of benefits. First, the water is not as harsh, so it does not hurt a person's eyes. It is also less irritating to the skin. It feels softer and does not create drying effects on the skin after the person leaves the tub. People who have reactions to chlorinated tubs are generally reacting not to the chlorine, but to other chemicals and by-products. They generally do not encounter the same problem lounging in a saline hot tub. Also, swimming suits worn in salt-based hot tubs last much longer than do those exposed to chlorine.
A saline-based system means the consumer does not have to buy expensive and dangerous chemicals. Instead, the maintenance process is adding common salt to the system, and it is not added often, because the system recycles the salt. Sometimes it requires adding acid to balance the pH levels. In essence, saline hot tubs are more environmentally friendly. In general, a saltwater tub is safer, less expensive to maintain over time, healthier, and better for the environment.
The major disadvantage of a saline-based tub is the cost. The price of installing a saline system to an existing chlorine hot tub is high. Doing so also voids any factory warranty. When running salt through a hot tub filter, the consumer must be very conscientious about cleaning the filter. Also, the consumer must also watch out for any corrosion, which is the primary problem when trying to maintain a saltwater hot tub. It is similar to what happens to a car after several winters. The salt from the road is like acid on the hull of a new car.
Bernie intended to sell both salt-based hot tubs and conversion kits. His primary markets were going to be: (1) online buyers through his Web site, (2) any retail outlets that would carry his line, and (3) spas and other places offering hot tubs to clients.
The challenges to his new business would be to build a recognizable brand, make inroads with retailers, and find ways to reach business-to-business clients. Hot tubs are sold as primarily luxury items, which means that the people who buy them have higher incomes and live in nicer homes. Finding ways to reach them was one key.
Bernie had to make sure that retail salespeople did not say that a saltwater hot tub system is chemical free-a myth perpetuated on many Web sites. Salt is a chemical compound. It is not on the periodic table. When the electrodes separate the salt, it becomes two chemicals, which means the tub is not chemical free.
Attracting spas and other businesses to buy saline-based systems would require both an Internet presence and a small sales force to make calls, possibly one or two salespeople at first. Still, he was excited, because Bernie believed he was getting in on the ground floor of a major change in the marketplace.
1. Can Salt Spa products be sold through a traditional e-commerce program
2. What should be the major features of the Salt Spa Web site
3. Describe how a blog, social network, or e-mail program could be used to drive traffic to the Salt Spa Web site.
4. Should the company expand into converting chlorinebased swimming pools to salt water Why or why not
5. What types of relationships must Bernie build to make sure his products are sold in any new home being built with a spa room How can his Internet program help him in this area