Analysis Based on the Blue Ocean Strategy: The Case of Cirque du Soleil in the Circus Industry
Authorship
Y.P.Q.
Master in Business Administration [L]
Y.P.Q.
Master in Business Administration [L]
Defense date
07.16.2025 16:30
07.16.2025 16:30
Summary
This paper shows how, through the Blue Ocean Strategy, a company can leave behind traditional competition and create an unexplored market space. Using the case of CirqueduSoleil, it explains how this Canadian company replaced the classic circus elements (animals, traveling shows, and low prices) with a hybrid experience of theater, music, and acrobatics, designed for an adult, culturally demanding audience. To understand its success, both business models are compared using tools such as the Strategy Canvas, the ERRC Matrix (Eliminate, Reduce, Raise, Create), the Six Paths Framework of the Blue Ocean Strategy, and the analysis of the Three Tiers of Noncustomers. These methodologies show how competitive factors were redefined to attract high spending customers. Moreover, the study highlights that applying the Blue Ocean Strategy requires transformational leadership, internal alignment, and a willingness to take strategic risks. Finally, it concludes that this strategy, although not universal, offers a creative, profitable, and sustainable path to change the rules of the game and connect emotionally with customers.
This paper shows how, through the Blue Ocean Strategy, a company can leave behind traditional competition and create an unexplored market space. Using the case of CirqueduSoleil, it explains how this Canadian company replaced the classic circus elements (animals, traveling shows, and low prices) with a hybrid experience of theater, music, and acrobatics, designed for an adult, culturally demanding audience. To understand its success, both business models are compared using tools such as the Strategy Canvas, the ERRC Matrix (Eliminate, Reduce, Raise, Create), the Six Paths Framework of the Blue Ocean Strategy, and the analysis of the Three Tiers of Noncustomers. These methodologies show how competitive factors were redefined to attract high spending customers. Moreover, the study highlights that applying the Blue Ocean Strategy requires transformational leadership, internal alignment, and a willingness to take strategic risks. Finally, it concludes that this strategy, although not universal, offers a creative, profitable, and sustainable path to change the rules of the game and connect emotionally with customers.
Direction
LOPEZ LOPEZ, VICENTE ANGEL (Tutorships)
LOPEZ LOPEZ, VICENTE ANGEL (Tutorships)
Court
LOSADA PEREZ, FERNANDO (Chairman)
BECERRA DIAZ, ALEJO (Secretary)
MIRAMONTES VIÑA, VANESSA (Member)
LOSADA PEREZ, FERNANDO (Chairman)
BECERRA DIAZ, ALEJO (Secretary)
MIRAMONTES VIÑA, VANESSA (Member)
The power of remembering: nostalgia marketing focused on millennial generation.
Authorship
M.R.L.
Master in Business Administration [L]
M.R.L.
Master in Business Administration [L]
Defense date
07.16.2025 17:00
07.16.2025 17:00
Summary
This Master's Thesis explores the use of nostalgia marketing as an emotional strategy aimed at the millennial generation. Based on a theoretical framework that analyzes the fundamentals of nostalgia and its application in the field of marketing, it examines how brands resort to memory as a tool for connection and loyalty. The research suggests that nostalgia not only serves to evoke the past but also becomes a powerful tool to influence current consumer decisions. To test this hypothesis, seven case studies from various sectors such as entertainment, food, and automotive are analyzed: Nintendo, Pokémon GO, Nestlé Jungly, Stranger Things, Lilo and Stitch, Frigo, and Renault 5. In all of them, there is an intentional use of visual, symbolic, and narrative elements that refer back to the childhood or adolescence of millennials. Brands rely on codes shared by this generation to generate emotional bonds, activate positive memories, and build meaningful experiences that go beyond the simple consumption of a product. The results show that nostalgia is effective when combined with innovation, authenticity, and active community participation. The recreation of designs, limited edition products, and the creation of immersive experiences are some of the most commonly used resources. Likewise, it is confirmed that nostalgic marketing can influence price perception, increase brand loyalty, and generate a sense of belonging.
This Master's Thesis explores the use of nostalgia marketing as an emotional strategy aimed at the millennial generation. Based on a theoretical framework that analyzes the fundamentals of nostalgia and its application in the field of marketing, it examines how brands resort to memory as a tool for connection and loyalty. The research suggests that nostalgia not only serves to evoke the past but also becomes a powerful tool to influence current consumer decisions. To test this hypothesis, seven case studies from various sectors such as entertainment, food, and automotive are analyzed: Nintendo, Pokémon GO, Nestlé Jungly, Stranger Things, Lilo and Stitch, Frigo, and Renault 5. In all of them, there is an intentional use of visual, symbolic, and narrative elements that refer back to the childhood or adolescence of millennials. Brands rely on codes shared by this generation to generate emotional bonds, activate positive memories, and build meaningful experiences that go beyond the simple consumption of a product. The results show that nostalgia is effective when combined with innovation, authenticity, and active community participation. The recreation of designs, limited edition products, and the creation of immersive experiences are some of the most commonly used resources. Likewise, it is confirmed that nostalgic marketing can influence price perception, increase brand loyalty, and generate a sense of belonging.
Direction
CASTRO GONZALEZ, SANDRA (Tutorships)
CASTRO GONZALEZ, SANDRA (Tutorships)
Court
LOSADA PEREZ, FERNANDO (Chairman)
BECERRA DIAZ, ALEJO (Secretary)
MIRAMONTES VIÑA, VANESSA (Member)
LOSADA PEREZ, FERNANDO (Chairman)
BECERRA DIAZ, ALEJO (Secretary)
MIRAMONTES VIÑA, VANESSA (Member)