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