Exploring the Positioning of the Two
Leading Circus Entertainment Providers
Kerri Martin
10/11/13
• Rich history & tradition
• Families
• Three ring circus
http://www.youtube.com/watch?v=Kb4GNd4Q3PM
http://www.youtube.com/watch?v=7uc9lUuJQpE
• Adults
• Classier
& more artistic
• Special night out
• Pricing
Category
Points of Parity
• Clowns, jugglers,
acrobats, & aerialists
• Traveling shows in
arenas & under tents
Correlational
Points of Parity
• Price vs. Quality
• Sense of tradition vs.
Behind the times
• Youth vs. Inexperience
Theatrically
• Unique, stand alone
productions with a
theme & plot
• Character driven
• Elaborate changing sets
• Original...
Animal Acts
• Symbol: Asian elephants
• Elephant parade
• Also feature: horses, dogs,
goats, llamas, tigers, and
lions
Among working class families
with young children, Ringling
Bros. and Barnum & Bailey is
the brand of circus
entertainment ...
Among middle and upper class
adults, Cirque du Soleil is the
brand of circus entertainment
that keeps you on the edge of
y...
Whether you want an energetic and peppy
three-ringed extravaganza
or
an artistic and original acrobatic performance,
you a...
Circus Positioning
Circus Positioning
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Circus Positioning

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Circus positioning
Kerri Martin
Brand Marketing and Communications
Roosevelt University

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Circus Positioning

  1. 1. Exploring the Positioning of the Two Leading Circus Entertainment Providers Kerri Martin 10/11/13
  2. 2. • Rich history & tradition • Families • Three ring circus
  3. 3. http://www.youtube.com/watch?v=Kb4GNd4Q3PM
  4. 4. http://www.youtube.com/watch?v=7uc9lUuJQpE
  5. 5. • Adults • Classier & more artistic • Special night out • Pricing
  6. 6. Category Points of Parity • Clowns, jugglers, acrobats, & aerialists • Traveling shows in arenas & under tents
  7. 7. Correlational Points of Parity • Price vs. Quality • Sense of tradition vs. Behind the times • Youth vs. Inexperience
  8. 8. Theatrically • Unique, stand alone productions with a theme & plot • Character driven • Elaborate changing sets • Original music
  9. 9. Animal Acts • Symbol: Asian elephants • Elephant parade • Also feature: horses, dogs, goats, llamas, tigers, and lions
  10. 10. Among working class families with young children, Ringling Bros. and Barnum & Bailey is the brand of circus entertainment that delights and amazes audiences of all ages because it provides an affordable show featuring animals that creates lifetime memories.
  11. 11. Among middle and upper class adults, Cirque du Soleil is the brand of circus entertainment that keeps you on the edge of your seat spellbound in wonderment because it provides a theatrical performance showcasing the very best in acrobatic and aerial artistry.
  12. 12. Whether you want an energetic and peppy three-ringed extravaganza or an artistic and original acrobatic performance, you are always in for a treat when you go to the circus!

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