From Alegria to Zumanity, Cirque du Soleil’s shows have reinvented the circus as multimedia entertainment and captured the imagination of audiences all over the world. Thanks to savvy marketing and positive word of mouth, Cirque shows often sell out quickly and play to packed theaters for years. Each show’s marketing plan calls for repaying its investment within a year or two. After that, the show will earn a profit even if it doesn’t sell every ticket for every performance. Soon Cirque will have 23 shows running, each with a unique theme and creative marketing to match. And each new show gives Cirque new opportunities to expand its audience and build long-term profits.

1. How did Cirque du Soleil apply market segmentation to sell tickets to Love? What other bases for segmentation would you suggest for marketing Love?
2. What do you see as Cirque du Soleil’s strengths, weaknesses, opportunities, and threats? How might this SWOT analysis influence its marketing of new shows?