Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
Abstract
From a small club based in Quebec, Cirque Du Soleil has grown to become one of the world''s most recognised entertainment operations and a $500 million company by 2003. Unlike traditional circuses, Cirque shows did not include ringmasters or animals. By combining traditional elements of circus and the stage, Cirque created a product that helped it to differentiate itself from any other live show and circus. The case details how the Cirque managed different elements of the shows, the theme, the music, the ambience, the costumes of the artists etc, to create a strong brand and thereby attract huge crowds. The case also highlights the company''s plans to branch into spas, restaurants and nightclubs extending the Cirque brand.
About
Abstract
From a small club based in Quebec, Cirque Du Soleil has grown to become one of the world''s most recognised entertainment operations and a $500 million company by 2003. Unlike traditional circuses, Cirque shows did not include ringmasters or animals. By combining traditional elements of circus and the stage, Cirque created a product that helped it to differentiate itself from any other live show and circus. The case details how the Cirque managed different elements of the shows, the theme, the music, the ambience, the costumes of the artists etc, to create a strong brand and thereby attract huge crowds. The case also highlights the company''s plans to branch into spas, restaurants and nightclubs extending the Cirque brand.