Gatineau vs. Ottawa: Competing for the Same Clientele

Description

Gatineau vs. Ottawa: Competing for the Same Clientele: Abstract

A deputy mayor of Gatineau, Quebec, wishes to emphasize the city’s unique strengths while minimizing comparisons with its neighbour, Ottawa, Canada’s national capital and a major tourism centre. Gatineau is often seen as the “poor relation” of Ottawa. Students must develop a strategy to promote Gatineau. In short, the students’ challenge is to develop a marketing campaign to differentiate Gatineau from Ottawa.

Teaching objectives

Students learn to segment markets and differentiate products (in this case, the City of Gatineau) and must develop and present a simple promotional campaign. They may work in teams and present their campaigns as a group.

Main themes covered

• Segmentation
• Differentiation
• Target

Concepts and theories related to the case

• Segmentation
• Differentiation
• Targeting
• Promotion

Additional information

Also available in French.

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.