cirque du soleil
KP
KA artistic development animal care
VP CR star performers
CS
animal shows
fun & humor thrill & danger animals
eliminating animals from the show substantially reduces costs
aisle consession sales multiple show arenas
KR
adding the artistic element to the value proposition changes activities & costs
theme
star performers
refined environment
refined environment
mutliple productions
CH
focus on families focus on theater & opera visitors
the value proposition combines elements from circus, theater & opera, which allows catering to higher end customers who pay higher ticket prices
artistic music & dance unique venue
C$
costly animal maintenance costly star performer fees
R$
229
eliminate ticket price increase aisle concession sales
artistic production
star performers animal shows aisle concession sales multiple show arenas
reduce
Cirque du Soleil features prominently among Blue Ocean
refined music. This revamped Value Proposition allowed
Strategy examples. Below we apply the blended Blue
Cirque du Soleil to broaden its appeal to theatergoers
Ocean and Business Model Canvas approach to this
and other adults seeking sophisticated entertainment,
raise
intriguing and highly successful Canadian business.
rather than the traditional circus audience of families.
unique venue
First, the Four Actions Framework shows how Cirque
As a consequence, it was able to substantially raise
du Soleil “played� with the traditional elements of the cir-
ticket prices. The Four Actions Framework, outlined in
cus business Value Proposition. It eliminated costly ele-
blue and gray in the business model canvas above, illus-
ments, such as animals and star performers while adding
trates the effects of changes in the Value Proposition.
fun & humor thrill & danger
create theme refined environment multiple productions artistic music & dance
other elements, such as theme, artistic atmosphere, and
Source: adapted from Blue Ocean Strategy