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Transcript of REQUEST FOR PROPOSAL - Rheem NZ Ltd_Affiliate Marketing... · 1 REQUEST FOR PROPOSAL FOR AFFILIATE...
1
REQUEST FOR PROPOSAL
FOR
AFFILIATE MARKETING SERVICES
FOR
RHEEM NEW ZEALAND LIMITED
Date of Issuance: May 2014
RFP (Request for Proposals)
Advertisement and Notice of Invitation
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CONTENTS
I. Introduction ................................................................................................................................ 3
a. Pre-proposal Meetings ............................................................................................................ 3
b. Purpose of this Document ...................................................................................................... 3
II. Statement of Work...................................................................................................................... 4
A. CONTRACT / PARTNERSHIP INFORMATION ........................................................................................ 5
1. Introduction .................................................................................................................................... 5
2. Description of Services. ................................................................................................................... 6
3. Contract Value and Term ................................................................................................................ 7
4. RFP Administration ......................................................................................................................... 8
5. Selection Process and Criteria ......................................................................................................... 9
B. GENERAL REQUIREMENTS .................................................................................................................. 9
1. Contract Review. ............................................................................................................................. 9
2. Ownership and Supply of Commissioned Materials ..................................................................... 10
3. Proposal Preparation, Consultants Costs and Expenses. .............................................................. 10
4. Verification of Information ........................................................................................................... 10
C. INSTRUCTIONS FOR SUBMITTING PROPOSALS ................................................................................. 11
1. Proposal Submittal ........................................................................................................................ 11
D. GENERAL OVERVIEW OF RHEEM NEW ZEALAND LIMITED ............................................................... 13
1. Company Overview ....................................................................................................................... 13
E. CONTACT DETAILS - RHEEM NEW ZEALAND LIMITED ....................................................................... 16
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I. Introduction
Rheem New Zealand Limited has issued a Request for Proposals (the “RFP”), for marketing services.
The RFP document/s will be available to companies expressly invited to apply and can be
downloaded online at the following web address: www.rheem.co.nz/rfpmarketing
Responses in the form of printed proposals will be due at 5:00 p.m. Friday May 30th, 2014, delivered
to _Executive Assistant, Megan Norris_ at the following address:
Attn: Megan Norris
Rheem New Zealand Limited
475 Rosebank Rd
Avondale 1026
Auckland
Please advise via e-mail to within two working days of receiving this RFP document that you intend
to apply. If no communication is received within this timeframe, Rheem NZ will affirm that the offer
to apply has not been accepted. E-mail confirmation to be sent to [email protected].
a. Pre-proposal Meetings
An optional pre-proposal meeting can be arranged at Rheem NZ, 475 Rosebank Rd, Avondale,
Auckland. All parties interested in submitting a proposal are encouraged to contact John Bebbington,
NZ Sales and Marketing Manager, or Rob Macgregor, NZ Marketing Service Manager with any pre-
proposal enquiries or to book a meeting time. Contact details are available on the last page of this
document.
b. Purpose of this Document
The purpose of this document is to outline some of the most important elements that need to be
considered by an affiliate marketing services provider when putting together a Request for Proposal
for Rheem marketing strategy and production work. This document highlights various evaluation
criteria, based not only on price, but on the complete fit of the solution to Rheem NZ’s long and
short term business goals and objectives. Attention to the detail put forth in this document is a key
consideration in identifying a best-fit, long-term relationship with an affiliate marketing services
provider.
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II. Statement of Work
Rheem NZ Ltd seeks a professional, full-service marketing, branding, and communications firm
including but not limited to provide comprehensive, strategic and innovative communications and
marketing services on designated projects on an as-needed basis alongside partnering with internal
stakeholders as well as external organisations.
The Successful Proposer shall fully coordinate all services under the Agreement with key Rheem NZ
personnel including the General Manager, NZ Sales and Marketing Manager, Marketing Services
Manager, Product Managers and key stakeholders in the wider sales and customer service team on
an as-needed basis. Marketing initiatives include but are not limited to:
1. Provide marketing support, including strategic, creative and production, for projects related
to the promotion of the Rheem brand and product offering including digital and traditional
marketing initiatives. This will include developing and providing a variety of promotional,
publicity and advertising plans and informational materials consistent with specifications
provided by Rheem NZ.
2. Assist and coordinate with Rheem NZ sales and marketing department personnel and 3rd
party suppliers as assigned to provide approved marketing services (agencies include: Tin
Soldier, Design Print Partners, BDR Max, MHP Print, Master Plumbers Association, various
media outlets).
3. Provide recommendations for, and manage the booking of, above the line media (TV, radio,
billboard, print) to reflect and align with overall brand strategy and meet budget
considerations.
4. Provide recommendations and advice for General Manager and Sales & Marketing Manager
as requested.
As Rheem NZ’s best interests may appear, the senior management team reserves the right to waive
informalities in, and to reject any or all, proposals.
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A. CONTRACT / PARTNERSHIP INFORMATION
1. Introduction
This Request for Proposal (“RFP”) is issued to provide the selection process for marketing services.
Proposals will be accepted from a selection of no more than 4 marketing service providers based in
the Auckland region. Preference is given to proposers with experience working with manufacturing
and B2B entities, including knowledge of retail environments for the identified target groups.
Proposers submitting a response to the RFP will be asked at a minimum, to state their qualifications,
understanding/experience relating to the building industry and Rheem NZ and offer their
methodology for meeting the design criteria. The finalists from the RFP Phase will proceed to the
Interview Phase and be requested to participate in oral interviews and presentation to the Sales &
Marketing team.
Selection Schedule:
- RFP Released …………………………….…………………………. May 19
- Pre-Proposal Meetings (if necessary) ………………….. May 19 – 23
- Proposals Due …………………….…………..………………….. May 30
- Review/Notify Short Listed Firms/Interviews………. June 9 - 13
- Notice of Selection………………………………………..……... June 25
- Complete Contract Negotiations …………………….…… June 30
- Contract Execution.......……………………….……………….. July 1
- Annual Contract Review .......................................... June 30
Note: The total amount available under this RFP will not exceed Fifty Thousand Dollars
($50,000.00)(the “Maximum Contract Amount”) for a one year contract subject to the delivery of
key contractual obligations. This does not include costs of one-off marketing projects. Rheem New
Zealand Ltd reserves the right to negotiate all contract amounts.
The competitive selection process provided for under this RFP will focus on the qualifications and
prior history of performance on similar projects of each proposer and the proposer’s team members,
as appropriate, in accordance with the selection criteria set forth in this RFP. Moreover, weighted
consideration will be given to proposers with business structures and resources aligned to meeting
key RFP criteria. Thoughtful written responses to this RFP will enable Rheem New Zealand Ltd to
select the most qualified proposers.
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2. Description of Services.
The objective of this RFP is to procure marketing and communications support services, creation of
selected marketing materials, support services for various below-the-line marketing projects, and
other related marketing functions. Services to be performed include:
a) Provide marketing support, including strategic, creative and production, for projects related
to the promotion of the Rheem brand and product offering including digital and traditional
marketing initiatives. This will include developing and providing a variety of promotional,
publicity and advertising plans and informational materials consistent with specifications
provided by Rheem NZ.
b) Assist and coordinate with Rheem NZ sales and marketing department personnel and 3rd
party suppliers as assigned to provide approved marketing services (agencies include: Tin
Soldier, Design Print Partners, BDR Max, MHP Print, Master Plumbers Association, various
media outlets).
c) Design, develop, and deliver promotional materials for designated marketing initiatives and
events.
d) Provide advice and recommendations for nationwide marketing strategies, and improving
nationwide brand awareness across core target audiences.
e) Provide recommendations for, and manage the booking of, above the line media (TV, radio,
billboard, print) to reflect and align with overall brand strategy and meet budget
considerations.
f) Where necessary provide administrative marketing support in managing data entry,
Customer Relationship Management tools, updating website and product information,
coordinating sales promotions and/or event marketing.
g) Provide recommendations and advice for public relations initiatives as requested.
h) Provide recommendations for, and align marketing initiatives with, extracting greatest value
from the NZ marketing budget alongside setting, analysing and reviewing KPI’s. This includes
management and expenditure of co-operative marketing funds with key customers.
i) Provide recommendations for engaging Plumbing and Gasfitting trainees and apprentices for
lifetime customer retention.
j) Attend weekly Sales and Marketing meeting – Mondays from 9:45am to 11am
The successful proposer will provide qualified personnel dedicated to managing the requested
services. The successful proposer will have experienced staff and knowledgeable in communications
and marketing disciplines. The proposer will establish an Account Manager who will manage services
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provided under the resulting contract. Rheem NZ will not accept any substitutions of the Account
Manager or other key personnel except for substitutions required for reasons outside the control of
the successful proposer and upon written approval by Rheem NZ. The successful proposer will be
available on an on-going basis for any reasonable account requirements.
3. Contract Value and Term
The maximum contract value of each contract resulting from this RFP, including services performed
and reimbursement of costs and expenses incurred, if any, varies dependent upon the services
performed. All costs additional to RFP value must be quoted. Quotes will be accepted in writing by
Rheem NZ and a purchase order number issued prior to any work being undertaken and invoice
approved for payment.
There are two distinct contractual obligations which must be fulfilled; Strategic Marketing
Consultancy services and Marketing Production & Project Management services.
- Strategic Marketing Consultancy includes, and is not limited to, high level strategic
marketing/business development and growth initiatives to be presented and delivered to
the appropriate stakeholders within the Rheem NZ business; namely the leadership team
and/or product managers. The successful Proposer is required to set meetings with and seek
counsel from the appropriate people in the Rheem NZ leadership team where necessary. An
annual and comprehensive Rheem NZ Marketing Strategy document is a key deliverable. See
figure 1.
o Up to $20,000 is appropriated for delivery of an annual and comprehensive Rheem
NZ Marketing Strategy document
o The maximum contract value may not exceed $50,000
o The term of the overall agreement will be for one year
- Marketing Production & Project Management Services requires an efficient, creative and
detail oriented production house that aligns with and understands the Rheem business and
can work with internal stakeholders to deliver unique marketing offerings on time and
within budget. This includes, and is not limited to, sales promotions, trade and consumer
events, product launches, brochures, sales literature, direct marketing, digital marketing,
advertising, co-operative marketing projects and technical marketing. See figure 1.
o The maximum value of each contract/project is agreed upon in the context of the
overall marketing budget and market requirements at the time of development. If
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using a 3rd party fulfilment service, the successful Proposer is required to negotiate
with and seek best fit solutions for Rheem NZ. The term of the overall agreement
will be for one year.
Figure 1: Visual representation of the 2 key contractual elements and key stakeholders
4. RFP Administration
This RFP solicitation is issued by Rheem New Zealand Limited (Rheem). As Rheem’s best interests
may appear, the Sales and Marketing Manager reserves the right to terminate, modify or suspend
the process, reject any or all submittals, modify the terms and conditions of this selection process
and/or waive informalities in any submission. In conducting the process in a fair and equitable
manner, the Sales and Marketing Manager may appoint an RFP administrator who will serve as the
primary intermediary between the proposers and the members of the Selection Committee. All
inquiries and questions regarding this RFP shall be directed to Megan Norris in writing via email to
EXAMPLES
Marketing Strategy Steve – General Manager
John – Sales & Marketing Manager Andrew Product Manager
Marketing Services Rob – Marketing Services Manager
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5. Selection Process and Criteria
a) General Evaluation Criteria
Proposals will be rated by the committee according to the following criteria, using a 50 point scale.
The two (2) Proposers rated the highest according to this criteria will be invited to an interview.
i. Qualifications and experience of the proposer (the person or entity legally
responsible for the provision of services) in the professional areas listed in this RFP.
Include the qualifications and experience of the proposer’s team leader and other
Key Personnel (including subcontractors, if any) in the professional areas listed in
this RFP and in similar projects. (10 points)
ii. Proposed management approach to project work and approach to provision of
services; including status updates, management of work in progress and
communicating deliverables/deadlines. Alongside demonstrated ability to complete
projects timely and efficiently; demonstrated ability to provide all of the necessary
coordination to complete projects (10 points)
iii. Demonstrated ability to provide creativity and innovation. Including demonstrated
ability in professional, creative design and ability to promote and develop unique
brand positioning tools. Alongside demonstrated ability to amalgamate modern
marketing tools (CRM, Web, Digital) with traditional ones. (10 points)
iv. Demonstrated ability to establish and maintain key stakeholder relationships.
Including coordination with various Rheem NZ departments, agencies and
customers. (10 points)
v. Proposed fees and expenses; including detailed method of invoicing alongside a
transparent explanation of commissions earned on media bookings (10 points)
B. GENERAL REQUIREMENTS
1. Contract Review.
The successful proposer will be required to execute a contract with Rheem NZ to commence
services. Proposers shall submit with their proposal a list of all questions, issues, or modifications
which the Proposer would like Rheem NZ to review and address, should they be selected as the top
ranked proposer.
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a) Rheem NZ will issue a final Agreement to the selected Proposer in the form of a one year
contract. Rheem NZ will review the list of issues raised by the selected Proposer, if any,
address each issue at its sole discretion and provide the selected Proposer with a final
executable Agreement for signature.
2. Ownership and Supply of Commissioned Materials
Rheem NZ is deemed to be first owner of copyright for all commissioned material in the course of
this contract. Pursuant to section 21(3) of the Copyright Act 1994, where -
a) a person commissions, and pays or agrees to pay for, the taking of a photograph or the
making of a computer program, painting, drawing, diagram, map, chart, plan, engraving,
model, sculpture, film, or sound recording; and
b) the work is made in pursuance of that commission,—
that person is the first owner of any copyright in the work.
Proposer’s are subsequently required to make available a cloud based sharefile service or similar
where all commissioned materials are made available. Where electronic files, including Adobe
Illustrator, Photoshop or similar, exceed file share capabilities a complete version on USB or CD is
required as a key deliverable of the contract/project.
3. Proposal Preparation, Consultants Costs and Expenses.
Rheem NZ is not liable for any costs or expenses arising out of preparation of a Consultant’s
proposal. If selected, a Proposer may not include any of these costs or expenses as part of its fee,
rates, or charges for performing work under the Contract.
4. Verification of Information
Rheem NZ will rely on the accuracy and completeness of all information provided in making its
selection. Attention to detail is deemed a critical component of the service offering, as such,
Proposer’s are urged to carefully review all information provided to ensure the clarity, accuracy, and
completeness of such information. As Rheem NZ deems necessary and appropriate, Rheem NZ
reserves the right to make any inquiries or other follow up required to verify the information
provided.
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C. INSTRUCTIONS FOR SUBMITTING PROPOSALS
Each respondent must comply with the submission requirements as outlined below. Submissions
that fail to comply with the requirements as specified may be deemed non-responsive and will result
in no further consideration of that company / respondent.
Proposals must be received no later than the date and time stated in Part A. Late submissions will be
rejected. Proposals must be sealed in an envelope and will not be read in public or made available
for public inspection.
1. Proposal Submittal
Proposers shall submit three (3) copies of their completed RFP response. All Proposals should be
limited to the agreed information set out in this RFP and be submitted in an A4 format. Pages are to
be numbered in sequence and font size must be at least 12pt font. Proposals shall not exceed twelve
(12) single-sided pages in length (double-side pages count as two pages). This page limit does not
include cover pages, divider sheets, resumes, disclosures of legal and administrative proceedings, or
required forms.
The proposal must include a table of contents and be organized as follows:
Part 1: Letter of Intent
Indicate unique features of the organization and the project team that makes the team uniquely
suited to provide comprehensive, strategic and innovative marketing and communications services
to Rheem NZ. Clearly indicate the single contact (principal-in-charge), mailing address, telephone
and facsimile numbers.
Part 2: Rates and Invoicing Procedure
A cost schedule of all hourly rates for each job classification, job title and unit costs must be
submitted for all services including strategic consultancy and hourly production rates. A full
explanation of where and how creative fees and commissions are applied, and how they are billed to
Rheem NZ is required, alongside management of and billing client changes in the proofing process.
All rates and fees will be fixed for the duration of the contract. Materials or services not listed but
that may be required or are expected to be used by the consultant in performing the tasks related to
the Agreement must be listed with the proposal. Job titles and classifications must be explained in
terms of degree of responsibility, minimum qualifications, and expected scope of duties for the
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purpose of defining proposed schedule of hourly rates. Prices for expendables must be expressed as
cost plus percentage mark-up. Overhead costs, including, without limitation, faxing, cellular phone
air time, and computer processing time, must be borne exclusively by the consultant as a cost of
doing business.
An example/s of an itemised invoice is recommended as an addendum/a to the RFP document.
Part 3: Key Personnel/Company Structure
Provide detail of what services are managed ‘in-house’ and what is outsourced to a third party.
Identify the individuals from within your organisation and primary service providers who will be
involved in the contract and their responsibilities such as designers, IT specialists etc. Provide brief
biographical data of the primary participant(s), including Account Manager. Further, provide a
separate list of key personnel setting forth the name of such persons and corresponding title and
third party service providers where necessary e.g. print, media, and digital.
Part 4: Organization and Management of Services
a) Explain how a project is processed from concept to delivery to client. Describe the
management approach to ensure the services will be provided in a thorough, effective, and
timely manner. Include information regarding:
- Philosophy, approach and identification of specific issues, problems and
opportunities. (Specific solutions to project deliverables are not desired as
statements of philosophy or direction).
- Management approach to ensure effective coordination with various Rheem NZ
agencies and other entities / stakeholders involved in the wider marketing functions.
b) Indicate the approach to helping Rheem NZ maximize value from the overall marketing
budget and how Rheem NZ can establish cost-effective above the line brand strategies.
c) Identify any software that may be proposed for use on this contract and methods for
managing deliverables on-time and within budget.
d) Identify processes in meeting deadlines and managing urgent client requests.
Part 5: Summary of Demonstrated Experience
Describe the firm’s projects and experience during the last five years that is similar to the work
described in the Scope of Work or that the Proposer believes would be relevant in evaluating the
firm’s capabilities to perform the outlined work, including but not limited to:
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- Contracts involving similar work performed by the firm and a list of personnel who
worked under these contracts and will be performing the work covered by this RFP.
- Any extraordinary projects or problems or both encountered during performance of
such contracts. Describe the complexities and innovative approaches used to solve
such problems.
- Financial information to demonstrate the financial stability of the firm to
successfully provide uninterrupted service for one year. Also, include all information
and circumstances regarding any legal dispute resulting from services provided by
the proposer for which settlements have been made.
- References. Include appropriate references, a contact name, address, and telephone
number. These references should be able to substantiate the proposer’s ability to
perform the work required.
D. GENERAL OVERVIEW OF RHEEM NEW ZEALAND LIMITED
This section sets out the background and company profile of Rheem New Zealand Limited for
consideration when putting forward Request for Proposals for marketing services. Further company
background and product information is available at www.rheem.co.nz
1. Company Overview
Rheem NZ is the leading manufacturer and distributor of water heater products for both domestic
and commercial use in New Zealand. Rheem NZ was first established in 1969 and has built its
reputation on a high quality, reliable product offering and makes and sells circa 50’000 products
annually. The distribution model is direct to over 700 resellers such as Plumbing and Building
merchants nationwide. While the majority of Rheem NZ products are installed in domestic
dwellings, licensed service providers (Plumbers and Gasfitters) are legally required for installation.
Overview of:
a) Mission Statement
We will be the leader in providing hot water and heating element solutions that consistently exceed
our customers’ expectations.
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b) Our Goals – basic financials & growth
Rheem NZ has a growth goal for 2017. There are specific strategic growth areas identified in the
business-unit strategy including protecting market share of core electric storage business and
targeted investment in the boiling water, gas and renewable categories. One of the core challenges
for the Sales & Marketing division is ensuring Rheem NZ improves market position and maximises
brand equity in a tough NZ market, particularly against major competitor Rinnai/Coopers. Moreover,
a key growth strategy is targeting export markets for locally manufactured, world class Boiling Water
products.
c) Products and Services overview
Rheem NZ prides itself on continually expanding the most comprehensive portfolio of water heating
and boiling water products offered by a single brand in the New Zealand market. Domestic products
include locally manufactured and imported mains pressure and low pressure electric storage water
heaters, gas storage and continuous flow water heaters as well as a range of solar and heat pump
products and high end residential boiling water solutions. Our commercial portfolio is equally broad
and encompasses locally manufactured Lazer and Zip above-bench boiling water units as well as a
vast array of commercial electric, gas, solar and heat pump hot water products. Aside from our low
pressure dairy water heater products, the majority of the Rheem NZ commercial product is
manufactured by our parent company, Rheem Australia.
d) Customer types and breakdown
Rheem NZ direct customers are made up of over 700 resellers such as Plumbing and Building
merchants nationwide. Plumbing merchants are the major stakeholders, with two key customers
making up a high percentage of Rheem NZ turnover.
e) Number of employees
Rheem NZ has over 120 full-time employees based at its manufacturing facility in the Rosebank
Business district. Organisational structure is made up largely by production staff across water
heating, boiling water and elements businesses as well as a large R&D and operations team in
conjunction with Finance, Sales & Marketing and Service departments. The Sales and Marketing
function comprises of a Sales and Marketing Manager responsible for the Sales team (5 FTE’s),
Customer Service department (4 FTE’s), Service department (4 FTE’s) and Marketing Services
department (1 FTE). There is also a Boiling Water Product Manager and two Commercial Managers.
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f) Competitors
The competitive landscape is broad for Rheem NZ and often category specific. Rheem NZ faces ever
increasing competitive pressure from both traditional rivals in electric storage water heating through
to disruptive low-cost imports and niche market players. Major competitor Rinnai has recently
acquired HJ Coopers and is now competitive across both gas and electric storage offerings. Peter
Cocks Ltd in the South Island is a major competitor in low and mains pressure storage often applying
low price competitive positioning strategies in key product ranges. Other notable competitors
include Bosch (Gas Continuous Flow), Triumph (Electric Storage) Dux (Electric Storage), Zenith
(Boiling water) and Parex (Boiling Water & Renewables).
g) Brand Positioning / Core Values
The Rheem brand is one of the most familiar and readily identifiable hot water brands in New
Zealand and Australia. The brand has been displayed on literally millions of water heaters and boiling
water products manufactured by Rheem NZ over the past seven decades and offers our customers
and homeowners a proven standard of quality and reliability. The Rheem logo, brand integrity and
reputation are integral and incredibly valuable assets to the overall Rheem NZ business. The Rheem
logo and other trademarks are available for use by major resellers, plumbing merchants, building
suppliers, energy utilities, appliance retailers, hardware outlets and hot water specialists provided
approval has been received from the Rheem NZ Marketing department.
Core values for Rheem NZ employees and affiliate service providers include Respect, Enthusiasm,
Commitment, Integrity, Pride and Excellence.
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E. CONTACT DETAILS - RHEEM NEW ZEALAND LIMITED
Rheem NZ Freephone: 0800 657 336
Website: www.rheem.co.nz
Key Contacts
- Megan Norris – Executive Assistant [email protected]
- John Bebbington – Sales and Marketing Manager [email protected]
- Robert Macgregor – Marketing Services Manager [email protected]
- Steve Bullock – General Manager [email protected]
Physical Mailing Address
Rheem New Zealand Limited
475 Rosebank Rd
Avondale
Auckland 1026
Postal Address
Rheem New Zealand Limited
PO Box 19011
Avondale
Auckland 1746