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. www.mtm.iulm.it

1. ONCE YOU TRY THAT
FOR SURE
YOU’LL COME BACK

2. WHO WE
ARE
YOUNG
COMPANY
BORN 10
YEARS
AGO,
LOCATED
IN MIAMI
WHAT WE
OFFER
EXTREME
SPORT
EXPERIENCE
WHICH
GENERATES
HIGH LEVELS
OF
ADRENALINE
GOAL
TO
CONQUER
THE
CANADIAN
MARKET

3. HOW WE WORK ???
PARTNERSHIP

4. CORE PRODUCT
• Air extreme sports : Base jumping, Bungee
Jumping, 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 the
free-fall feelings, unique style, possibility to
experience the activity in different places …

5. We consider our product…
• Safe
• EXTREMELY Adrenaline
• Temporary
• Accessible
• Unusual
…. This gives us advantages over our
competitors

6. BASE JUMPING
WINGSUIT
HANG GLIDING
BUNGEE JUMPING
PARAGLIDING
PARACHUTING
BALLOONING

7. B
U
N
G
E
E
J
U
M
P
I
N
G
Royal Gorge Bridge
USA
1053 ft (321 m)
Bloukrans Bridge
South Africa
710 ft (216 m)
Verzasca Dam
Val Verzasca
Switzerland
721 ft (220 m)
The Last Resort
Nepal
525 ft (160 m)
Macau Tower
China
764 ft (233 m)
AltaVila Tower
Brasil/BH
233 ft (71 m)

8. B
U
N
G
E
E
J
U
M
P
I
N
G
The Great Canadian Bungee Corporation
Wakefield, Québec
200 ft
Whistler Bungee
Canada
160 ft
Nanaimo bridge
Vancouver
150 ft

9. THE
INTERNAL
ENVIROMENT

10. THE
INTERNAL
ENVIROMENT
IS MADE OF
• Founders
• Employees
• Local agents

11. IS MADE OF
 STAKEHOLDERS
 CONSUMERS
• Corporate
• Family
• Individual
• SUPPLIERS
• Accomodation
• Restaurants
• Local Airport
• Training Instructor
• Stores providing extreme
equipment

12. IS MADE OF
PESTEL FACTORS :
• POLITICAL
• ENVIROMENTAL
• SOCIAL
• TECHNOLOGICAL
• LEGAL
• ECONOMIC

13. Competitors
TOP 3 :
1. Altitude Adventures
(Lake Louis)
2. Muller Wind Sport
(Calgary)
3. Alpine Helicopter
(Alpine Helicopter)

14. Competitors
TOP 10 :
1. J Cold Fire Creek Dogsledding (Valemount)
2. Mountain Mushing (Invermere)
3. Icefield Helicopter Tours (Alberta)
4. Robson Heli-Magic (Cariboo and
Monashee 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

15. Competitors
3° LEVEL OF COMPETITORS :
• Gym
• Sport center
• Adventure Park
• …

16. SWOT ANALYSIS
● Business & Leisure tourism
●Providing courses to beginners
●Strong partnership
●Strong safety
●Specialized in accessible tourism
experience
●High costs
●Low margins
●High responsabilities
●Difficult forecasts due to
impulsive purchases
●Unpredictable weather
situation
Strengths Weaknesses

17. SWOT ANALYSIS
●Diversification of attraction
●High demand for experience in
the Canadian market
●Partnership with Government
and private institution to promote
destinations
●Famous location
●Competition with other
destinations
●Competition with other
companies
●Competition with substitutes
●High costs of insurance
●Accidents (affect the whole
market)
Opportunities Threats

18. Consumer behavior
Extreme air sport Canadian users Statistics 2011
• Impulsive behavior
• Motivation: Two types of customers: 1)regular users who are fond of active
extreme sport and wants to get adrenaline
2) Potential customers who never tried
but want because of being tired of
ordinary, boring life (usually convinced
and advised by relatives, friends)
• Continuous using: People who tried and want to do it again, it is like «addiction»,
unforgettable experience

19. Segmentation, targeting and positioning
Geographic aspect:
• Country  Canada
• Regions  Ontario, British Columbia, Quebec,
Manitoba, Alberta

20. Psychographic aspect:
• Lifestyle (people who are sporty, active, healthy and like
adrenaline)
Behavioral aspect:
• User status – former users, potential users, first-time users,
regular users
• Usage rate – light, medium, heavy-users
• Loyalty status

21. Undifferentiated strategy
Product
development
Hard to satisfy
all consumers
because our
product is very
market
oriented
We are not a
big company
Forced to
adopt
marketing
niche strategy

22. 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

23. Personnel selling:
•Congratulation e-cards for customers (birthdays, new year)
Supporting our partners by sending e-mails to customers about
news
Public relations:
•Expo 2015- Canadian department
•Exhibitions related to sport events ( send there colleagues with
business cards)
•Promote sport activities in Universities
•PULL strategy

24. PRICING STRATEGY
 Skimming Prices:
•High Margin
•Customers are not price sensitive
•We provide additional services if requested
EXAMPLE:
Bungee Jumping:
Our Partner Price Our Part. Price for us We sell
$150 $100 $150
Our Partner Price Our Part. Price for us We sell
$350 $300 $350
Parachuting
Our margin
(fee)
$50

25. EXTREME SPORT EXPERIENCE
THANK YOU PRODUCED BY :
• Giuseppe Pistone
• Mariana Masotti
• Ilaria Battistella
• Valeria Maltseva
• Angela Tanas