Brp Campaign
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Transcript of Brp Campaign
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 1/35
Ovechkin Communications Consulting
Kait Cavers, Vindi Sekhon, Nadav Goelman, Michelle Munkittrick, Vivi De Graff
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 2/35
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
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 3/35
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
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 4/35
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
7/31/2019 Brp Campaign
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Fanta Ad featuring the Seadoo circa 1970
7/31/2019 Brp Campaign
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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
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 7/35
The Four P’s - PRODUCT
The Sea-Doo GTX iS 215
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 8/35
Seadoo Breaking System
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 9/35
The Four P’s - PRODUCT
The Sea-Doo GTX iS 215
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 10/35
The Four P’s - PRICE
$13, 499Pricing Position
Premium
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 11/35
The Four P’s - PLACE
• 80 countries,•18 sales networks
• 5000 industry dealers
• Online sales
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 12/35
The Four P’s - PROMOTION
• Television
• Online• Sponsorships• Social Media
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 13/35
SWOT - Briefly
Strengths:
- Brand recognition
- The products
- iControl safety technology
Weaknesses:
- No product specific advertising
Opportunities:
- Recession–
Sea-Doos are lessexpensive than boats
- Sea-Doo owner demands forsafety
Threats:
- Recession–
all watercraft areselling less
- Competition
- Fuel Costs
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 14/35
Competitive Analysis – Positioning Chart 1
AgileStable
S a f e
R
i s k y
7/31/2019 Brp Campaign
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Competitive Analysis – Positioning Chart 2
+ P r i c
e
-
P r i c e
Group SportIndividual Sport
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 16/35
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 Industr Association
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 17/35
What Are the Audience’s Norms, Goals, and Values?
7/31/2019 Brp Campaign
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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.”
7/31/2019 Brp Campaign
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Campaign Objectives
1. To secure the Sea-Doo GTX iS 215 as the top soldSea-Doo in the 2010 season
2. To position the Sea-Doo GTX iS 215 as the safestand most versatile PWC on the market
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 20/35
“Big boys with toys”
They value their masculinity and their family’s safety
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 21/35
USP/Tagline/Campaign Theme
Go ahead.You’re Protected
7/31/2019 Brp Campaign
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Call to Action
Give the Audience Permission to Participate
Personal Benefit
Point of Differentiation
Go ahead. You’re Protected
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 23/35
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
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7/31/2019 Brp Campaign
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TV Ad #
1
Panel
# 1
7/31/2019 Brp Campaign
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TV Ad #
1
Panel
# 2 Go ahead. You’re protected.
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 27/35
TV Ad #
2
Panel
# 1
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 28/35
TV Ad #
2
Panel
# 2
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 29/35
TV Ad #
2
Panel
# 3 Go ahead. You’re protected.
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 30/35
Print Ad
# 1
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 31/35
Print Ad
# 2
7/31/2019 Brp Campaign
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Go ahead. You’re Protected
Radio Spot
7/31/2019 Brp Campaign
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Go ahead. You’re Protected
Campaign Timeline
March April May June July August
TV
Radio
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 34/35
Go ahead. You’re Protected
Cost Effectiveness/Rationale
National Campaign
Product Demonstration
Catering to Audience Behaviour
Past Precedent
7/31/2019 Brp Campaign
http://slidepdf.com/reader/full/brp-campaign 35/35
Questions?
Go ahead.
You’re Protected
K it C Vi di S kh N d G l Mi h ll M kitt i k Vi i D G ff