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 !