Founder at PERSUADE. Consumer Goods Specialist with a robust background in marketing, sales and category management.
The Roland Garros brand strategy: As I attended some tennis matches at Roland Garros this week, I took the opportunity to reflect on the growth strategy of the Roland Garros brand—a brand that is notably impacted by seasonality. Having worked with several highly seasonal brands in the past, including BIC pens during the back-to-school period, MARS chocolate for Easter and Christmas, LIPTON ICE TEA during the summer, PIZ BUIN suncream for the summer season, and PRETTY POLLY tights for autumn and winter, I was able to draw some interesting parallels and insights. From this experience, I've identified three key pillars that can drive the growth of the Roland Garros brand: 1. Maximize Visitor Spending During the Event: The strategic ticketing approach, which includes multiple sessions across different courts and time slots, even night sessions, maximizes revenue. The diverse shopping and dining options at the Roland Garros stadium also enhance visitor spending. A well-curated product assortment ensures availability throughout the event. However, I believe the merchandising strategy could be further refined to encourage more impulse purchases. Additionally, the robust hospitality offerings significantly contribute to increased profits. 2.Increase the Duration of the Event: Extending the event’s timeframe is crucial for seasonal brands. The introduction of the opening week, allowing fans to watch the qualification stages and player practices, is a brilliant move. Year-round hospitality events at the Roland Garros stadium further extend the brand’s presence. There are certainly more opportunities to lengthen the event period beyond just tennis matches. 3.De-seasonalize the Brand: Creating spending opportunities outside the event period is essential. The 'Roland Garros Style' product range ensures brand visibility and sales throughout the year, supported by an online boutique. Strategic partnerships with brands like Lacoste, Lancel, Ladurée, Wilson, and Delsey, which are less seasonal, further enhance this approach. However, the recent partnership with ISDIN suncreams, another highly seasonal brand, seems more beneficial to ISDIN than to Roland Garros. By focusing on these three pillars—maximizing visitor spending, extending the event duration, and de-seasonalizing the brand—Roland Garros can achieve sustained growth and increased profitability. #RolandGarros #BrandStrategy #SeasonalBrands #MarketingInsights #Tennis #Lacoste #Persuade
Merci Maxime pour cette analyse. Malheureusement les gradins sont rarement pleins même pour de belles affiches. Maximisation des revenus mais moins du public de passionnés je trouve.