Challenge
Sea Doo was founded by J.A Bombardier in 1942. They specialize in creating recreational watercrafts powered by innovative engines and designs. They are the number one selling watercraft in the industry.
However, they are competing with Yamaha and Kawasaki who offer similar products and are targeting the same consumers, couples 35-50, as Sea Doo. Sea Doo needs to differentiate from competitors to remain as the number one seller in the market. They need to be seen as the best investment compared to its competitors.
Additionally, they need to address glitches in the Sea-Doo GTX155/215 Watercraft model to keep consumers from choosing their competition.
Idea
For our advertising campaign strategy, we want to convince the target market that Sea-Doo personal watercraft provides the excitement that they lack in their everyday routine. Our research has found family and memories are important to this target market so we have chosen ”Exciting Pairs” strategy.
With this strategy, we hope to show that the target market can get the most out of a Sea-Doo and make unforgettable family vacations. We plan to do this by showing more family bonding while using a Sea-Doo that would justify an expensive purchase. To fun-loving couples, Sea-Doo GTX155/215 Watercrafts provides double the excitement that no single watercraft can provide.
