Abstract

The case discusses various innovations at Cirque du Soleil (Cirque), the Canada based circus entertainment company. Since its first performance in 1983, the company strove to be different from other circuses by constantly coming up with innovations. Every show presented by Cirque, was based on a central theme with a supporting storyline, amalgamating different circus styles from across the world. Cirque avoided animals and star performers, which were commonly seen in traditional circus. The performances at Cirque were very innovative and quite different from what people normally saw. It added a certain amount of sophistication to traditional circus and thus carved out a niche market for itself. Till August 2007, Cirque's estimated revenues for the year were more than US$ 600 million with over a dozen shows running across the world at any point of time. Every new production was entirely different from the previous ones. To produce such vast varieties of acts, Cirque had to be extremely creative and keep innovating. It carefully devised its marketing strategies and conducted extensive research to design the sets and stage and also the costumes and accessories. Instead of being considered as just another circus company in a declining industry, Cirque redefined its market by fusing art and entertainment. The company's target market was mainly educated and sophisticated, opera going adults and families as opposed to the traditional circuses which were mainly for children.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the various innovations at Cirque du Soleil
• Understand 'Blue Ocean' Strategy and its implementation at Cirque
• Examine the marketing strategies of Cirque
• Explore different areas of further growth for Cirque in the entertainment industry.

Keywords

Cirque du Soleil, Innovation, Blue Ocean Strategy, Mission Statement, Creativity, Value Innovation, Value-for-Money Experience, Event Management, Marketing Strategies, Advertising Strategies, Brand Extension, Diversification, Corporate Values