How to prepare and present a Marketing Communication MIX. Case- BRP. The presentation was designed for educational purpose for the university assignment. Includes brand history with source references and powersport industry market share information.

1. BRP Marketing
Communication MIX
Anete Krumina

2. Content
• Introduction
• BRP History
• BRPVision andValues
• BRP Marketing Communication MIX
• Conclusion
• Bibliography

3. Introduction: BRP Marketing Communication
Mix
• BRP is a multi-national company working in the production and sale of
motorized recreational products for use in both B2B and B2C operations
• BRP as our choice because of their relationship with local safari companies
• BRP has been the most noticeable brand presence within the snowmobile
and safari business in Rovaniemi

4. BRP History
Joseph-Armand Bombardier- founder
of BRP
• Canadian
• 1922 created first snowmobile
Photo Source:
https://en.wikipedia.org/wiki/Joseph-Armand_Bombardier

5. Snowmobile
1922 2016
Photo Source:
http://www.cycleworld.com/2014/10/09/the-
legacy-of-j-armand-bombardier-and-history-
of-bombardier-recreational-vehicles
Photo Source:
http://nordexpe.com/en/about-us-snowmobile-
adventures-nordexpe/equipments-and-snowmobiles/

6. BRP- Moving PeopleWith Passion and
Innovation
• Innovation
• Winning attitude
• Quality through rigorous execution
• Integrity
• Financial strength
Values:
Source:
http://www.brp.com/en/about-brp/vision.html

7. Photo Source:
http://www.rotmanassetmanagement.com/bombardier-recreational-products-brp/

8. BRP Marketing Communication MIX
• Sales Promotion
• Personal Selling
• Advertising
• PR Publicity
• Sponsorship
• Exhibition
• Social Media

9. Sales Promotion
• BRP have sales people to sell their products directly to customer, but are
realistically more interested in selling products to third party dealerships
• BRP products are sold in 105 different countries wherein the products are
sold directly through a network of approximately 3200 dealers in 20
countries as well as through approximately 190 distributors serving
approximately 950 additional dealers
• BRP promotes other companies to become their dealers

10. "BRP prefers to leverage a network of distributors acting as
intermediaries with local dealers, allowing it to benefit from mature
but growing distribution channels"
Source:
BRP INC, page 15-18, 2014

11. Personal Selling

12. BRP Advertising

13. PR Publicity
• Events for journalists
• Works with editors of magazines
• Actively participate in conferences
• Trade affairs
• Exhibitions

14. Sponsorship
• Sponsorship within the B2B market is minimal
• Reserved mostly for B2C market

15. Exhibitions
• BRP widely participates in B2B expos
• Useful tools to purchase large orders for companies like Lapland Safaris
• More exposure at these expos should be implemented and not saved for
B2C markets

16. Social Media
4286 followers
345 likes
1382 followers
BRP Scandinavia
3113 followers
1415 followers
22107 followers

17. Conclusion
• Analysis through marketing communication mix theory supports a claim
that BRP has a strong marketing communication package
• Concise and easily accessible company, located worldwide
• Market share is strong, wherein they continually develop their B2B
relationships

18. Bibliography
• BRP INC. 2014. Annual Information Form. Accessed 15 November 2016
http://www.brp.com/content/dam/corpo/Global/Documents/Annual%20Reports/2014/AIF-2014-ENG.pdf
• BRP, 2016. BRP Corporate Presentation Accessed on 13th of November
http://www.slideshare.net/CommunicationsBRP/brp-corporate-presentation)
• BRP, 2016. Our Common History related with BRP Products Accessed on 13th of November http://brp-center.sk/brp-
slovakia/profil-spolocnosti/
• BRP, 2016.Written about Us and BRP in the Media Accessed on 13th of November http://brp-center.sk/brp-
slovakia/napisali-o-nas/
• Carlson, A; Lee, C., 2015. Followership and social media marketing. Academy of Marketing Studies Journal.Accessed 13
November 2016
• http://web.a.ebscohost.com/ehost/detail/detail?vid=4&sid=7443fa1d-6a7a-4369-8b04-
c71ce43561a9%40sessionmgr4009&hid=4206&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=108525872&db=bth
• Cobbs, J.B. 2011 "The Dynamics of Relationship Marketing in International Sponsorship Networks." The Journal of
Business & Industrial Marketing, vol. 26,no. 8, 2011., pp. 590-601 doi:http://dx.doi.org/10.1108/08858621111179868.
• Jones, P. 2014.The Legacy of J.Armand Bombardier. Accessed 16 November 2016
http://www.cycleworld.com/2014/10/09/the-legacy-of-j-armand-bombardier-and-history-of-bombardier-recreational-
vehicles)
• Wright, R. 2004. Business-to-Business Marketing. Prentice Hall.

19. Thanks!