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



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

• Print



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



Competitive Analysis – Positioning Chart 1

AgileStable

S a f e

R

i s k y



Competitive Analysis – Positioning Chart 2

+ P r i c

e

-

P r i c e

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 Industr 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 soldSea-Doo in the 2010 season

2. To position the Sea-Doo GTX iS 215 as the safestand 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


Television• Creative Flexibility

• Visual and Sound

• Geographical targeting

• Demographical targeting

Radio• High auditory impact

• Memorable


• Demographical Targeting

Magazine• High image quality

• Pass along readership

• Long shelf life


• Demographical targeting

...And of course internet advertising





TV Ad #

1

Panel

# 1



TV Ad #

1

Panel

# 2 Go ahead. You’re protected.



TV Ad #

2

Panel

# 1



TV Ad #

2

Panel

# 2



TV Ad #

2

Panel

# 3 Go ahead. You’re protected.



Print Ad

# 1



Print Ad

# 2




Radio Spot




Campaign Timeline

March April May June July August

TV

Print

Radio




Cost Effectiveness/Rationale

National Campaign

Product Demonstration

Catering to Audience Behaviour

Past Precedent



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

Documents

Brp Campaign