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  • Bombardier Recreational Products: Ovechkin Communications Consulting

    Transféré par

    Acky Dinnepati
    52 vues35 pages
    The document proposes an advertising campaign called "Go ahead. You're Protected" to promote the Sea-Doo GTX iS 215 personal watercraft. The campaign would utilize television, print, radio, and internet advertising between March and August to position the GTX iS 215 as the safest and most versatile personal watercraft on the market and secure it as the top sold Sea-Doo for the 2010 season. The proposed multi-channel campaign is intended to give potential customers permission to participate in water activities while emphasizing the watercraft's safety features.

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    Brp Campaign

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    The document proposes an advertising campaign called "Go ahead. You're Protected" to promote the Sea-Doo GTX iS 215 personal watercraft. The campaign would utilize television, print, radio, and internet advertising between March and August to position the GTX iS 215 as the safest and most versatile personal watercraft on the market and secure it as the top sold Sea-Doo for the 2010 season. The proposed multi-channel campaign is intended to give potential customers permission to participate in water activities while emphasizing the watercraft's safety features.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    52 vues35 pages

    Bombardier Recreational Products: Ovechkin Communications Consulting

    Transféré par

    Acky Dinnepati
    The document proposes an advertising campaign called "Go ahead. You're Protected" to promote the Sea-Doo GTX iS 215 personal watercraft. The campaign would utilize television, print, radio, and internet advertising between March and August to position the GTX iS 215 as the safest and most versatile personal watercraft on the market and secure it as the top sold Sea-Doo for the 2010 season. The proposed multi-channel campaign is intended to give potential customers permission to participate in water activities while emphasizing the watercraft's safety features.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 35

    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 Ps 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 Ps - PRODUCT

    The Sea-Doo GTX iS 215

    Seadoo Breaking System

    The Four Ps - PRODUCT

    The Sea-Doo GTX iS 215

    The Four Ps - PRICE

    $13, 499
    Pricing Position

    Premium

    The Four Ps - PLACE


    80 countries, 18 sales networks 5000 industry dealers Online sales

    The Four Ps - 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 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


    Safe

    Stable

    Agile

    Risky

    Competitive Analysis Positioning Chart 2


    + Price

    Individual Sport

    Group Sport

    - Price

    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 Audiences 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 familys safety

    USP/Tagline/Campaign Theme

    Go ahead. Youre Protected

    Go ahead. Youre Protected


    Call to Action Give the Audience Permission to Participate Personal Benefit Point of Differentiation

    Go ahead. Youre Protected


    Advertising Campaign Components

    Television
    Creative Flexibility Visual and Sound Geographical targeting Demographical targeting

    Magazine
    High image quality Pass along readership Long shelf life Geographical targeting Demographical targeting

    Radio
    High auditory impact Memorable Geographical targeting Demographical Targeting

    ...And of course internet advertising

    TV Ad # 1

    Panel #1

    TV Ad # 1

    Panel #2

    Go ahead. Youre protected.

    TV Ad # 2

    Panel #1

    TV Ad # 2

    Panel #2

    TV Ad # 2

    Panel #3

    Go ahead. Youre protected.

    Print Ad #1

    Print Ad #2

    Go ahead. Youre Protected


    Radio Spot

    Go ahead. Youre Protected


    Campaign Timeline
    March
    TV Print Radio

    April

    May

    June

    July

    August

    Go ahead. Youre Protected


    Cost Effectiveness/Rationale National Campaign Product Demonstration Catering to Audience Behaviour Past Precedent

    Go ahead. Youre Protected


    Questions?

    Kait Cavers, Vindi Sekhon, Nadav Goelman, Michelle Munkittrick, Vivi De Graff

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