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Case
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Reference no. M-1349-E
Subject category: Marketing
Published by: IESE Business School
Originally published in: 2016
Version: 23 January 2018
Revision date: 23-Mar-2018
Length: 20 pages
Data source: Field research

Abstract

Connect Fluidra is a smart solution for pool industry professionals to remotely manage and diagnose pool-related issues. It was one of the most innovative initiatives by Fluidra and would require a different business model than what the company had traditionally developed. After running a controlled product launch in Spain, approached as a lab, things did not go as expected: They had only installed one hundred devices when the target was five hundred.Eloi Planes, CEO of Fluidra, questioned the approach used for the product: Were the results obtained in the lab sufficient and conclusive to determine the future strategy of Fluidra Connect? Was the new value proposition and segmentation the right one for Fluidra Connect? Would it collide with the professional channel, on which Fluidra based its commercial strategy for pools and wellness? Should it keep the primitive approach, despite the results it was seeing, redouble its efforts and expand the scope of the lab?
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Abstract

Connect Fluidra is a smart solution for pool industry professionals to remotely manage and diagnose pool-related issues. It was one of the most innovative initiatives by Fluidra and would require a different business model than what the company had traditionally developed. After running a controlled product launch in Spain, approached as a lab, things did not go as expected: They had only installed one hundred devices when the target was five hundred.Eloi Planes, CEO of Fluidra, questioned the approach used for the product: Were the results obtained in the lab sufficient and conclusive to determine the future strategy of Fluidra Connect? Was the new value proposition and segmentation the right one for Fluidra Connect? Would it collide with the professional channel, on which Fluidra based its commercial strategy for pools and wellness? Should it keep the primitive approach, despite the results it was seeing, redouble its efforts and expand the scope of the lab?

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