MTM IX students present their Marketing plan project on "Adrenair: extreme sport experiences".
How to make this company more attracting?
Students' solution is to offer solutions for every kind of client.
CORE PRODUCT• Air extreme sports : Base jumping, BungeeJumping, Paragliding, Hang gliding, Parachuting,Skydiving, Ballooning …ADDITIONAL SERVICES• Providing equipment needed, accommodation,food and beverage, accessible experience,transportation, training …ADDED VALUE• unique experience, adrenaline rush, trill of thefree-fall feelings, unique style, possibility toexperience the activity in different places …
We consider our product…• Safe• EXTREMELY Adrenaline• Temporary• Accessible• Unusual…. This gives us advantages over ourcompetitors
BASE JUMPINGWINGSUITHANG GLIDINGBUNGEE JUMPINGPARAGLIDINGPARACHUTINGBALLOONING
BUNGEEJUMPINGRoyal Gorge BridgeUSA1053 ft (321 m)Bloukrans BridgeSouth Africa710 ft (216 m)Verzasca DamVal VerzascaSwitzerland721 ft (220 m)The Last ResortNepal525 ft (160 m)Macau TowerChina764 ft (233 m)AltaVila TowerBrasil/BH233 ft (71 m)
BUNGEEJUMPINGThe Great Canadian Bungee CorporationWakefield, Québec200 ftWhistler BungeeCanada160 ftNanaimo bridgeVancouver150 ft
CompetitorsTOP 10 :1. J Cold Fire Creek Dogsledding (Valemount)2. Mountain Mushing (Invermere)3. Icefield Helicopter Tours (Alberta)4. Robson Heli-Magic (Cariboo andMonashee Mountains)5. Heli-Hiking (British Columbia)6. The Outpost at Warden Rock( Alberta)7. Xtreme ATV Adventures (Calgary)8. Toby Creek Adventures (British Columbia)9. Wild Kakwa safari ( Nordegg area)10. Blast Adventures (Canmore
Competitors3° LEVEL OF COMPETITORS :• Gym• Sport center• Adventure Park• …
SWOT ANALYSIS● Business & Leisure tourism●Providing courses to beginners●Strong partnership●Strong safety●Specialized in accessible tourismexperience●High costs●Low margins●High responsabilities●Difficult forecasts due toimpulsive purchases●Unpredictable weathersituationStrengths Weaknesses
SWOT ANALYSIS●Diversification of attraction●High demand for experience inthe Canadian market●Partnership with Governmentand private institution to promotedestinations●Famous location●Competition with otherdestinations●Competition with othercompanies●Competition with substitutes●High costs of insurance●Accidents (affect the wholemarket)Opportunities Threats
Consumer behaviorExtreme air sport Canadian users Statistics 2011• Impulsive behavior• Motivation: Two types of customers: 1)regular users who are fond of activeextreme sport and wants to get adrenaline2) Potential customers who never triedbut want because of being tired ofordinary, boring life (usually convincedand advised by relatives, friends)• Continuous using: People who tried and want to do it again, it is like «addiction»,unforgettable experience
Segmentation, targeting and positioningGeographic aspect:• Country Canada• Regions Ontario, British Columbia, Quebec,Manitoba, Alberta
Psychographic aspect:• Lifestyle (people who are sporty, active, healthy and likeadrenaline)Behavioral aspect:• User status – former users, potential users, first-time users,regular users• Usage rate – light, medium, heavy-users• Loyalty status
Undifferentiated strategyProductdevelopmentHard to satisfyall consumersbecause ourproduct is verymarketorientedWe are not abig companyForced toadoptmarketingniche strategy
Marketing Mix. Promotion. Advertising• Social media (Internet, web site + mobile version,Facebook)• Leaflets (Shops, Gyms, hotels, university) – B2B• Sport magazines - B2C• TV - (B2C) Sales Promotion• Discounts after 3 times – 10%• Adding value winning experience for 1 week• 1st time customer + 1
Personnel selling:•Congratulation e-cards for customers (birthdays, new year)Supporting our partners by sending e-mails to customers aboutnewsPublic relations:•Expo 2015- Canadian department•Exhibitions related to sport events ( send there colleagues withbusiness cards)•Promote sport activities in Universities•PULL strategy
PRICING STRATEGY Skimming Prices:•High Margin•Customers are not price sensitive•We provide additional services if requestedEXAMPLE:Bungee Jumping:Our Partner Price Our Part. Price for us We sell$150 $100 $150Our Partner Price Our Part. Price for us We sell$350 $300 $350ParachutingOur margin(fee)$50
EXTREME SPORT EXPERIENCETHANK YOU PRODUCED BY :• Giuseppe Pistone• Mariana Masotti• Ilaria Battistella• Valeria Maltseva• Angela Tanas