BABD 4

Strategic Marketing

Prof. Danny Abramovich

31/10/2019

Group 9

Riccardo Affranchi, Angel Ramos,

Chandana Udupa, Tancredi Uffizialetti

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MISSION:
INVOKE THE IMAGINATION,

PROVOKE THE SENSES AND

EVOKE THE EMOTIONS OF

PEOPLE AROUND THE WORLD

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 • Founded in 1984 by a group of street performers
COMPANY • Montreal based
PROFILE • 8 simultaneous Cirque productions running on 4
continents
• Revenue - USD 791 million (FY 2018)
• Website - www.cirquedusoleil.com
• Won many awards like Hollywood Walk of
Frame; National Arts Centre; Primetime Emmy
awards and 2013; 3 Gemini Awards; 4 Primetime
Emmy Awards
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GEO Current Events
Past Events
0
.

Also, Cirque du Soleil have held shows in Asia (China and Israel), Americas (Argentina, Canada, Colombia,
Dominican Rep. ,Guatemala, Mexico, Panama and USA) and Australia
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MARKETING
ANALYSIS

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  TRENDS "T":
 Entertainment market moved away from live
and physical events toward streaming and digital contents
TRENDS AND
 MARKET
 The market looks quite attractive (4.48/10) with high risk, as a
MARKET result of five forces model

Force of Porter Weight Grade

Substitutes 30% 5,50
Threat of New Entrants 15% 5,00
BP Buyers 20% 2,00
BP Suppliers 5% 2,75
Competitive Rivalry 30% 5,13
Market Competitiveness 4,48

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 Despite the level of saturation of circus sector, Cirque du Soleil
presents high impact CSFs compared to other companies.

COMPETITION Cirque du
Average
Circo Moira
CSF Weight Circus
Soleil Orfei
Company
no animals 35% 8 2,80 2 0,70 2 0,70
ticket price 5% 3 0,15 9 0,45 8 0,40
performers'
25% 9 2,25 6 1,50 7 1,75
expertise
scenography's
25% 9 2,25 4 1,00 7 1,75
refinement
brand awareness 10% 8 0,80 3 0,30 8 0,80
8,25 3,95 5,40

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  CATCH UP TECHNOLOGICAL TREND
 Expand the current experience to a digital level, i.e. with social
MARKETING media or streaming services.

 PRODUCE UNIQUE PERFORMANCES

STRATEGY  Use our CSF of not using animals in order to create a unique
experience to the consumers.

(1° draft)

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 Geographical Demographic
SEGMENTATION Segmentation Segmentation
- Europe mostly big cities like • Age 20-45
London, Munich and Milan • Family size 1-2;3-4
• Lifestyle Wealthy

Psycho-graphic Behavioural
Segmentation Segmentation
 Occasions Special
 Upper Middle Occasion
 Outgoing  User status Potential
user, first time users
 Attitude Animal-
awareness

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 Live

POSITIONING
AND
Low Quality/Price High Quality/Price

VALUE
PROPOSITION
Streaming

 VALUE PROPOSITION:
 The company’s Value Proposition is to deliver a unique experience in
multiple shows. In doing so the focus should be on green policies (no
animals), different productions and themes with top-notch music and dance.

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  SERVICES/EXPERIENCES DEVELOPMENT STRATEGY
 Collaborate with a production company to realize a behind the
scenes documentary (TV show) that could be streamed online.
Consumers seek something that with the normal show cannot be
seen.

 DEMAND DEVELOPMENT STRATEGY

MARKETING  Open new locations around the world where consumers can attend
the show through a Virtual Reality visor.

STRATEGY  HIGH PERFORMANCE STANDARDS

 Keep the high Quality/Price with innovate performance along with
addressing the animal awareness of the consumers.
(final version)

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  The company’s target market is mainly educated and
sophisticated, opera going adults and families.

STRENGTHS WEAKNESS
 No animal violence  High production costs
 High quality  High staff turnover
entertainment  Ticket price
 Show itinerance
 Brand awareness

TARGETING
THREATS OPPORTUNITIES
 Strong dependency on  Realization of behind
performers the scenes contents
 People preference to  Expand to new location
watch events at home in developing countries

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 Live

Low Quality/Price High Quality/Price

POSITION
Streaming

• Offer an unforgettable experience with a high Quality/Price ratio, to

wealthy families/adults and companies along with a mixture of live and
streaming productions (start a partnership with online streaming
platform) and strengthen the brand by focusing on word-of-mouth as
best promotion.

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 New Entrants:
-No high costs
-No legal barriers

Suppliers: Buyers
-Not specific Competitive -One time
ANNEX 1 requirment
-Space Avaiblity
Rivalry experience
-Adults focused

Substitutes
-Many different
entertainments
-Lower cost of
other events

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