Domyos or the fitness revolution - Innovation in services

A French company specialised in the design and distribution of sports goods, Decathlon came into being in 1976 with a very simple idea: equip all sports enthusiasts with sports equipment under one roof at the best price. The "Passion" brand conceives the products, Decathlon distributes them.
Founded in 1998, Domyos is the "Passion" brand dedicated to fitness, dance, weight training and martial arts Decathlon's desire is to become the global leader on the fitness market and to make Domyos the preferred brand of sports enthusiasts worldwide. In order to achieve this, the company must innovate.
At the beginning of 2015, Charlotte Poumaere is not only looking for new ideas that would extend the existing market, but she is also looking at ways to create new business opportunities for the Domyos brand. Her priority as Product Manager for Energy Body - Men & Women, is the development of the Energy Body Experience, which corresponds to practices to release energy, to relax, recharge ones batteries, exceed ones limit... all the while having fun! She wants to develop a visionary offer on the French market, which will then be extended globally:
- What could be the new Body Energy practice of the future, focusing on sensations/adrenaline while being fun and entertaining, and combining courses, service, textile and communication?
- How can we make the Body Energy experience a real phenomenon that brings together different sexes, age groups, etc. while respecting the values of the Domyos brand?

This case study places the learner in a quasi-professional situation and confronts them with the complexity of innovation and services marketing and invites them to reflect on the strategic and operational choices of a company in a rigorous manner. For example, it asks questions such as - what approach should be adopted to innovate? How can the success of the innovation be assured? What are the specificities of the services and innovation in the services?
In other terms, this case enables the learner to:
- Project themselves into a current and real situation in a company
- Lead an in-depth reflection which enables them to formulate realistic propositions and develop recommendations, all the while keeping the organisational constraints of a company in mind.

Innovation Marketing - Innovation Process - Services Marketing - Sport

This case study is designed for students in second and third year of business and management schools, university students on Bachelor and Master programmes as well as for business people as part of an executive training programme, who wish to develop their skills in the process of launching and developing service innovation/a new concept from the strategic decisions to operational choices. A basic knowledge of marketing approaches is desirable.

Sports equipment

This cas study contains 9 vidéos
2mn17 ( Domyos Brand)
1mn5 ( Domyos center)
6mn41 (Interview Grand Lille.tv)
1mn28 (Domyos Live Pub)
1mn24 (Domyos Live)
1mn48 (Nouvelles tendances)
1mn06 ( Tai-Chip-Hop)
3mn33 (Culture Geek)
2mn03 (Pavigym)

18 slides are available to debrief the cas.

This case study can be:
- used as a backbone to a marketing course looking at new products in order to illustrate all the stages of the innovation process. It can also serve as an example within a services marketing class as it enables the illustration of all the specificities.
- given as a case to resolve in a group work exercise with an oral presentation.

Année de la problématique : 2015

Livraison : Livraison par lien de téléchargement

Nombre de pages : 34 avec 15 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 92 - Activités récréatives, culturelles et sportives