bombardier recreational products
TRANSCRIPT
Bombardier Recreational Products
Ovechkin Communications Consulting
Kait Cavers, Vindi Sekhon, Nadav Goelman, Michelle Munkittrick, Vivi De Graff
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
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
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
Fanta Ad featuring the Seadoo circa 1970
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
The Four P’s - PRODUCT
The Sea-Doo GTX iS 215
Seadoo Breaking System
The Four P’s - PRODUCT
The Sea-Doo GTX iS 215
The Four P’s - PRICE
$13, 499Pricing Position
Premium
The Four P’s - PLACE
• 80 countries,
•18 sales networks
• 5000 industry dealers
• Online sales
The Four P’s - PROMOTION
• Television
• Online
• Sponsorships
• Social Media
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
Competitive Analysis – Positioning Chart 1
AgileStable
Sa
feR
isk
y
Competitive Analysis – Positioning Chart 2
+ P
rice
-P
rice
Group SportIndividual Sport
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
What Are the Audience’s Norms, Goals, and Values?
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.”
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
“Big boys with toys”
They value their masculinity and their family’s safety
USP/Tagline/Campaign Theme
Go ahead.
You’re Protected
Call to Action
Give the Audience Permission to Participate
Personal Benefit
Point of Differentiation
Go ahead. You’re Protected
Advertising Campaign Components
Go ahead. You’re Protected
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
TV Ad #
1
Panel
# 1
TV Ad #
1
Panel
# 2Go ahead. You’re protected.
TV Ad #
2
Panel
# 1
TV Ad #
2
Panel
# 2
TV Ad #
2
Panel
# 3Go ahead. You’re protected.
Print Ad
# 1
Print Ad
# 2
Go ahead. You’re Protected
Radio Spot
Go ahead. You’re Protected
Campaign TimelineMarch April May June July August
TV
Radio
Go ahead. You’re Protected
Cost Effectiveness/Rationale
National Campaign
Product Demonstration
Catering to Audience Behaviour
Past Precedent
Questions?
Go ahead.
You’re Protected
Kait Cavers, Vindi Sekhon, Nadav Goelman, Michelle Munkittrick, Vivi De Graff