Cirque-Du-Soleil by mnmgroup

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									        A Presentation on




Innovation at Cirque du Soleil
  Members
   • Jimit Mehta
• Rubina Panjwani
 • Mohsin Pathan
  • Rohit Bebarta
  • Sanjita Yadav
                Introduction
Profile:
• Name: Cirque du Soleil ( Circus of the Sun) Inc.
• Founded in: 1983
• Founder: Guy Laliberte
• Headquarters: Montreal, Quebec, Canada
• Type: Privately held Entertainment Company
• Manpower: 3000
                 About Cirque du Soleil
•   Acclaimed by an audience of over 18 million worldwide, with numerous prizes and
    distinctions to its credit, Cirque du Soleil is a unique organization which has
    reinvented and revolutionized the circus arts.

•   Since its beginnings in 1983, Cirque du Soleil has been pleasing the public with a
    novel show concept that is as original as it is non-traditional: an astonishing,
    theatrical blend of circus arts and street performance, wrapped up in spectacular
    costumes and fairyland sets and staged to spellbinding music and magical
    lighting.

•   It was among the first companies to adopt Blue Ocean Strategy, by generating
    demand, by developing a new market space, where competition was non
    existent

•   It managed to excel in a declining industry by fusing art and entertainment.

•   Later on it also introduced its line of apparel and accessories.

•   It also produced a number of movies and television shows.
                                   Timeline
Inception: In the early eighties, a group of young street performers pooled their talent and
dreams and founded the “Club des Talons Hauts” or “High-Heels Club”, aptly named
because most of them were stilt-walkers. At that time, Quebec did not have a circus
tradition as did several European countries. So the Club members decided to organize a
festival, where street performers could come together to exchange ideas and techniques.
They called it the “Fête Foraine de Baie St-Paul” (the Baie Saint-Paul Fair). That was all a
few visionaries needed to hatch the idea of bringing all this talent together under one
roof, or – why not? – a big top! Cirque du Soleil was born.
• 1984:Cirque du Soleil is born with the financial assistance of the Quebec government,
    as part of the celebrations surrounding the 450th anniversary of Jacques Cartier’s
    arrival in Canada.
• 1985:After performing in Montreal, Sherbrooke and Quebec City, Cirque du Soleil
    leaves its home province for the first time to take its show to neighbouring Ontario. It
    performs in Ottawa, Toronto and Niagara Falls.
• 1987: Status of Cirque changes from non-profit to a for profit entity.
• Mid 1991: Cirque convinced Fuji Television Network to sponsor Cirque’s tour of Asia.
    Fuji gave US $40 Million
• 1992: Entered into a year long agreement with Mirage, a Las Vegas hotel perform
    Nouvelle Experience. This was Cirque’ s first engagement of the kind.
• 1994: Steve Wynn owner f Mirage, built a permanent facility for Cirque at the cost US
    $20 million at its new resort
                    Timeline contd….
• 1995: Cirque established its first European headquarters at Amsterdam.
• 1996: By this time its sales had increased form $30 million in 1994 to
  $110 million in 1996.
• 1997: Walt Disney constructed a permanent theater near Orlando,
  California. ‘Creation Studio’ was setup.
• 1998: Cirque’s new production ‘O’ debuted at Bellagio. It was
  performed around an Olympic-sized 1.5 million gallon Swimming pool
• 2004: Cirque entered into an agreement with the Beatles stars to create
  a production to be staged at Mirage. This production was called love
  and it recreated the life of Beatles before they became famous.
• 2007: The oldest active touring show of Cirque du Soleil, Saltimbanco is
  converted from a Big Top show to an Arena show. This will allow the
  show to visit new places where it could not go before.
         Recent Developments
• Nov 2010: The Estate of Michael Jackson and
  Cirque du Soleil announced the official
  international launch of Michael Jackson THE
  IMMORTAL World Tour™ written and directed by
  Jamie King.
• Dec 2010: Cirque Du Soleil entered into
  partnership with James Cameron and Andrew
  Adamson in association with Reel FX
  Entertainment to develop and produce immersive
  3D projects.
    INNOVATIVE STRATEGIES

 Journey from 73 employees to 3000!!
 Employees do multi tasking and
continuous innovation is the key..
 Retaining the Mission and Values-
not only on paper but in spirits!!
 It was a circus which was quite
distinct from others in the business.
                SETS & COSTUMES
 Cirque invested an enormous amount of time and money
  preparing unique sets and costumes.
 The two major considerations are aesthetics and safety.
 It spent US $ 165m to build a theater for MGM Grand in Las
  Vegas.
 Features:
 stage had 2 moving platforms controlled by a crane
 it could tilt the platform to 110 degrees, rotating and lifting it
  as well.
 2 audio speakers in every seat at KA’s theater.
 Great amount of technical innovation:
 For the Olympic sized swimming pool 31
 degrees Celsius was maintained for all the
 artists and lower was maintained for
 audience.
 Glass enclosures for musicians
 Underwater communication system
 Much thought went into
  creating costumes.
 The costume designer's
  goal is to design a costume
  that creates a character and
  allows the cast member to
  perform unconstrained, all
  while blending aesthetic
  elements and safety
  concerns.
 New artists were asked to
  submit plaster casts of their
  heads.
          FEW FACTS AND FIGURES
 Cirque's assets are worth an estimated $1 billion, its annual ticket
  sales have climbed above $450 million, and more than 40 million
  people worldwide have attended at least one Cirque show.
 The Cirque crew gathers diverse talent from all over the world and
  brings all the performers together into a cohesive whole.
 Whether it's a touring show like Alegria or Varekai or a resident
  show like "O" or "Love" in Las Vegas, all Cirque shows are built
  around the same two core elements: a unique theme and a unique
  soundtrack.
 The Cirque team avoids straight narrative in order to allow room for
  the audience to interpret the show any way they want.
Audience, Innovation and Strategy.
• The company created niche market of live
  entertainment within the entertainment
  industry.
• The company started targeting adult audience
  who visited the theater and opera.
• Shows highlight artistry rather than the thrills
  that the traditional circus presented.
 Innovation



                 Customer
                   centric
                  strategy
Organizational
   culture
                      The Studio
  A full-fledged creation, innovation and training laboratory.

• Established in 1997 to instill creativity in acts of
  circus.
• Artists training: Performers come from a
  variety of backgrounds, including artistic
  gymnastics, tumbling, acrosport,
  swimming, diving, dance, singing, music
  and, of course, circus arts. Some fifty
  nationalities are represented among
  Cirque du Soleil artists.
• In 2010, over 600 performers will receive
  customized training in the Creation
  Studio.
• Physiotherapists and fitness specialists work on site in the
  Studio to keep performers in good health, help maximize
  their physical potential, and ensure an optimal
  environment for their development.
• The Centre for Research and Innovation of Performance
• Research and development have always played a key role at
  Cirque du Soleil in each and every one of its activities. The
  Centre for Research and Innovation of Performance (CRIP)
  at Cirque du Soleil is an office of specialized studies in the
  development of equipment, environment and physical and
  acrobatic performance at Cirque du Soleil.
• Cirque did not employ star performers or
  animals in its shows, it was able to keep the
  costs low and to provide customers with a
  value for money experience.
             No Marketing ! !
• Team Formation: 5-6 Members

                     • Ground Research 18 months Task

                     • Search of Local promoters

                     • “Buzz Town Effect”

• AEP      Regional Player

• BMW      Dubai Show



“   To be creative in doing is important but being able


to portray that we are creative is more important   ”
• Word of mouth appreciation :Opening
   Ceremony
• Artistic Ambassadors where sent to
   city before to create Buzz Effect
 • Website redesigned and Best Design and
   Realization award from Sussex
   Austria,2002
 • “join a fan club” was preferred rather
   then “sign up feature”
 • Maintaining Active and Effective
   Database
 • Mail froM “Special Character”
Face Book Pages
            ROAD AHEAD
•Build cirque the entertainment capital of
the world.
•Build an experience around the customer.
•Transform Montreal into a world centre for
circus arts.
•Using different production method for
every show.
• Word of mouth appreciation :Opening
   Ceremony
• Artistic Ambassadors where sent to
   city before to create Buzz Effect
 • Website redesigned and Best Design and
   Realization award from Sussex
   Austria,2002
 • “join a fan club” was preferred rather
   then “sign up feature”
 • Maintaining Active and Effective
   Database
 • Mail froM “Special Character”
Face Book Pages
            ROAD AHEAD
•Build cirque the entertainment capital of
the world.
•Build an experience around the customer.
•Transform Montreal into a world centre for
circus arts.
•Using different production method for
every show.

								
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