Fermer
Loading
Fermer

Fermer
You consult a document to analyse its content and determine whether it is useful for your teaching purposes. You order a document to use it in class. Note that the use of certain cases is subject to charges. These cases are easily identified by our business partners’ logos. When you want to use one of these cases in an educational context, you are redirected to the trading partner with which you will carry out the transaction.

Cas Gatineau vs Ottawa : les soeurs ennemies?

Gatineau vs. Ottawa: Competing for the Same Clientele
Case 9 10 2015 004
Author : 
Languages : 
  • French,
  • English
  • Segmentation,
  • Différenciation,
  • Cible
  • Segmentation,
  • Differenciation,
  • Targeting
Year of production : 
2015
Registration date : 
2015-09-02
Teaching notes included : 
Yes

Un des adjoints du maire de la ville de Gatineau souhaite faire valoir les atouts uniques de sa ville en évitant dans la mesure du possible les comparaisons avec sa voisine, la ville d’Ottawa. Malheureusement, la ville de Gatineau fait souvent figure de parent pauvre de la ville d’Ottawa, alors qu’elle a des atouts tout à fait uniques et très recherchés. L’étudiant doit  élaborer une stratégie pour atteindre ce but. En bref, comment différencier la ville de Gatineau de la ville d’Ottawa?

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.

Primary domain : 
Marketing
Secondary domain : 
Not available
Sectors : 
  • Public administration,
  • Utilities
Source : 
Elsewhere
Type : 
Brief case (Decision-making case)
Type of data used in the production of the case : 
Fictional data inspired by real-life situations, but significantly transformed
Event location : 
Gatineau et Ottawa, Canada
Year of start of the event : 
2015
Year the event ended : 
2015
Business size : 
Variable
  • Segmentation
  • Différenciation
  • Cible
  • Segmentation
  • Differenciation
  • Target

Il s’agit de comprendre comment segmenter et différencier un produit (ici, une ville) et de développer une vision promotionnelle simple. Les étudiants peuvent travailler en groupe et présenter leur proposition en groupe.

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.

  • Segmentation
  • Différenciation
  • Cible
  • Promotion
  • Segmentation
  • Differenciation
  • Targeting
  • Promotion