The place where you R
Presented by:Nyla Kayel
Summary
What is Renaicentre
More about the center
Service Attributs / Facilities
Global Industry Classification Standards
Domain Data
Market Situation
Market Segmentation
Customer Value Proposition
Marketing Strategy
Positioning Statement
SWOT Analysis
Porter’s 5 Forces
Suppliers
Promotion
Objectives
7 P’s
Price Points
Action Plan
Controls
Conclusion
What is Renaicentre
A world class recreational center for people with limited abilities.
A vibrant place to indulge.
Enjoy sports and leisure, health and beauty spoils.
A great way to shop and to holiday
New to the world service for people that have been left behind
A key activity and leisure provider for families, where disabled and aged people can find their perfect treat.
Access to professional services and counselling.
Friendly environment to develop hobbies and interests,
and enhance your social life.
Experience great cuisine and shop for your needs.
Dive into the infinity of the natural spaces.
Transportation
Concerts and lectures
Massage and Physiotherapy treatments
Swimming pool with wheelchair access
Sauna, Spa, Hammam, Aromatherapy
Psychology, social workers aid
Special sports equipment (body-building, cardio)
Team sports classes (Basketball, Volleyball,
etc.)
Swimming and Diving lessons
Paralympics coaching
Green open-space barbecue areas
Shop for specialised products
Child-minding (Creche)
Small hostel
Restaurant
Global Industry Classification Standard
Industry Sectors
Consumer Discretionary
Consumer Services
Hotels, Restaurants, & Leisure
Leisure Facilities
Domain Data
Yearly Revenue around €5 billion
1,813,000 people aged 15 to 64 years officially recognized to have disability in France(3.45% are less then 25 years old)
33.7% of French population older than 60 year old by 2015
Most of sports and leisure facilities are ‘NO GO’ zones for people with limited abilities
Market Situation
Indirect Competitors
Municipal PoolsClub Med GymLoisirs PlurielOthers
Rivalry among existing competitors is Low since they are mostly indirect competitors
Market Segmentation
Geographic:
Less than 5Km
5-15 Km
Up to 15Km
Greater and interstate residents
Demographic:
Less than 10 years old
10-24 year old
24-44 years old
45 years old and older
Psychographic
Adventurous Teens
Thrill Seekers
Reluctant « Tag-alongs »
Health-conscious 1st Timers
Lonely Buggers
Never Say ‘Die’s
Customer Value Proposition
Love the sport
Get away
Thrill yourself
Stay on top with your health
Join the pack
Keep it up
Have fun and Make friends
Feel Free and Feel Good
Knock yourself out with what you can do
Positioning Statement
Unlimit your ability in cool, easy, and unique way.
SWOT Analysis
Strenghts Weaknesses
Opportunities Threats
STRENGTHSUnique Smart centre
Specialized equipment
Great environnement for friends and families
Profitable
Access and variety of sports and leisure activities
Weaknesses Infrastructure cost
Expensive location: but it is Paris …
Limited parking
Potential limitation in target market
Constraints of specialy trained staff
Opportunities
The only programme, centre in the world
Additional revenue (seminare, training centre for Olympic games)
Partnership with, schools and centers for diabled people
Sponsorship from non profitable organisation
No direct competitors
Potential sound profitability
Threats
Operating expenses
Indirect competition
Objections from residents & local authorities
May be perceived as overpriced
May not be able to facilitate the needs for some disabilities
Porter’s 5 Forces
• High• Specific
Machine
• Low• Unique centre
All-in-One
• Low• Expensive
infrastructure and machines
• Medium• Public
swimming pool• Massage
center• Physio Center
Bargaining power of Suppliers
Bargaining power of Buyers
Threat of new Entrants
Threat of Substitute
Suppliers
Skilled staffSpecial equipment www.adaptivesportsequipment.comSpecial products & repair service www.useddisabilitye
quipment.com
Food (dietary requirments)Lodgin caretakersMedical staffTransport for groups
Promotion
Council websites and newsletters
Word-of-Mouth communications
Publicity in the subway endorsed by paralympics champions
Handouts & Flyers at schools for disabled children and retirement villages
Medical centers, hospitals and retirement homes
Through local communities
Other Leisure centers (indirect competitors)
ObjectivesTo have 8,500 visitations per quarter
Increase group visits of young people mostly
Achieve repeat visits
Attain 75% of satisfied customer rate
40% of annual membership holders
Obtain 30% of sponsor support (e.g. Achilles)
Educate general public on needs and abilities of disabled people
Attract volunteers
Get budget from NGO’s and Government Authorities
Product• Exciting and accessible activity for
people with limited abilities
Price• Based on individual VS group entry• Full Fee vs Concession• Peak vs Off Peak hours/seasons
Place • Paris. Saint-Germain-En-Laye (78)
People• Unique service for people with limited
abilities, including age citizens
Process
• Staff performance• Formal customer feedback• Customer information of upcoming
events and competitions
Physical Evidence
• Wheelchair access all around the center• Sea-salted water to deliver sense of
nature• Music and Light to create a relax
atmosphere
Promotion• Marketing & Campaigns emphasizing
unique customer experience
Price Points
Action Plan
Pre-launch advertising (March 2014) €3,350
Launch event (September 2014) €6,500
School Holiday Program (Easter 2014) €2,600
Peak season promotion (November to January 2014-15) €100
Youth Week Promotion (Easter 2014) €500
Senior Citizen Promotion (Spring 2014) €700
Off-Peak Season special (July – August 2014) €1,750
ControlsTracking customers data by segment
Evaluate reapeted visits
Revue customer satifaction report
Pricing revue after 3 month operations feedback
Analysis of weekly sub service performance (swimingpool visits, hostel stays, group class entrys,catering and shorts sales)
Conclusion
Introduction of Renaicentre provides enormous benefits to French disabled and general community
Support of Parisian concil objectives on the needs of the community
Positive impact on public perception regarding rights and abilities of senior citizens and residents with limited abilities
THANK YOU !