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

• 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

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

Print

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