bombardier recreational products - wordpress.com · on the agenda •history of bombardier...
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Bombardier Recreational Products
Ovechkin Communications Consulting
Kait Cavers, Vindi Sekhon, Nadav Goelman, Michelle Munkittrick, Vivi De Graff
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On the Agenda
• History of Bombardier
• Bombardier Recreational Products
• Industry Profile
• The Four P’s
• Competitive Analysis
• Market Positioning
• The Target Audience
• “The Big Idea”
• The Campaign
• Timeline
• Budget Rationale
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Bombardier History
• Founded in 1942
• L'Auto-Neige Bombardier Limitee
• Montreal and Toronto stock exchanges 1967
• Trains, planes and snowmobiles
• 67,000 employees
• $19 million in 2009 revenue
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Bombardier Recreational Products (BRP)
• Founded in 1996
• Le Groupe AMT Marine
• Sea-Doo, Ski-Doo, Lynx, Spyder Roadster,
Can-Am ATV, Sea-Doo powerboat
• Sold in 2003
Sea Doo
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Fanta Ad featuring the Seadoo circa 1970
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Industry Profile
• Personal Watercraft Sold: 80,200
• Total Retail Value: $761,531,000
• Average Unit Cost: $9,495
• Personal Watecraft In Use: 1.55 million
Source: Personal Watercraft Industry Association
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The Four P’s - PRODUCT
The Sea-Doo GTX iS 215
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Seadoo Breaking System
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The Four P’s - PRODUCT
The Sea-Doo GTX iS 215
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The Four P’s - PRICE
$13, 499Pricing Position
Premium
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The Four P’s - PLACE
• 80 countries,
•18 sales networks
• 5000 industry dealers
• Online sales
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The Four P’s - PROMOTION
• Television
• Online
• Sponsorships
• Social Media
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SWOT - Briefly
Strengths:
- Brand recognition
- The products
- iControl safety technology
Weaknesses:
- No product specific advertising
Opportunities:
- Recession – Sea-Doos are less expensive than boats
- Sea-Doo owner demands for safety
Threats:
- Recession – all watercraft are selling less
- Competition
- Fuel Costs
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Competitive Analysis – Positioning Chart 1
AgileStable
Sa
feR
isk
y
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Competitive Analysis – Positioning Chart 2
+ P
rice
-P
rice
Group SportIndividual Sport
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The Target Audience
• 41 years old
• 85 % are male
• 71 % are married with family
• 69 % owned a powerboat before a PWC purchase
• 66 % have college-level education
• 42 % of owners have owned waterfront property
• over 60 % have access to a home on the water
• 18.5 hours of TV
• Survey response says magazines
Source: Personal Watercraft Industry Association
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What Are the Audience’s Norms, Goals, and Values?
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Product Positioning
“For those considering the purchase of personal
watercraft, the Sea-Doo GTX iS 215 offers unique
opportunities because it is both edgy and family focused
with unparalleled safety.”
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Campaign Objectives
1. To secure the Sea-Doo GTX iS 215 as the top sold
Sea-Doo in the 2010 season
2. To position the Sea-Doo GTX iS 215 as the safest
and most versatile PWC on the market
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“Big boys with toys”
They value their masculinity and their family’s safety
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USP/Tagline/Campaign Theme
Go ahead.
You’re Protected
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Call to Action
Give the Audience Permission to Participate
Personal Benefit
Point of Differentiation
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Advertising Campaign Components
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Television• Creative Flexibility
• Visual and Sound
• Geographical targeting
• Demographical targeting
Radio• High auditory impact
• Memorable
• Geographical targeting
• Demographical Targeting
Magazine• High image quality
• Pass along readership
• Long shelf life
• Geographical targeting
• Demographical targeting
...And of course internet advertising
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TV Ad #
1
Panel
# 1
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TV Ad #
1
Panel
# 2Go ahead. You’re protected.
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TV Ad #
2
Panel
# 1
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TV Ad #
2
Panel
# 2
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TV Ad #
2
Panel
# 3Go ahead. You’re protected.
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Print Ad
# 1
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Print Ad
# 2
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Go ahead. You’re Protected
Radio Spot
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Campaign TimelineMarch April May June July August
TV
Radio
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Cost Effectiveness/Rationale
National Campaign
Product Demonstration
Catering to Audience Behaviour
Past Precedent
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Questions?
Go ahead.
You’re Protected
Kait Cavers, Vindi Sekhon, Nadav Goelman, Michelle Munkittrick, Vivi De Graff