Harvard Case - Delirio: Branding and Dancing during the Pandemic
"Delirio: Branding and Dancing during the Pandemic" Harvard business case study is written by Juanita Cajiao, Enrique Ramirez. It deals with the challenges in the field of General Management. The case study is 14 page(s) long and it was first published on : Apr 13, 2023
At Fern Fort University, we recommend Delirio adopt a multi-pronged strategy to navigate the post-pandemic landscape, focusing on brand revitalization, digital innovation, and strategic partnerships. This approach will leverage Delirio's core competencies in dance and entertainment while adapting to the evolving consumer landscape and market dynamics.
2. Background
Delirio is a renowned dance company facing a challenging environment due to the COVID-19 pandemic. The company's traditional business model, heavily reliant on live performances, was severely disrupted. This case study explores Delirio's options for navigating this crisis and achieving sustainable growth.
The main protagonists of the case are:
- Maria Del Rio: Delirio's founder and artistic director, passionate about dance and committed to the company's success.
- Javier Garcia: Delirio's financial manager, concerned about the company's financial stability and seeking solutions to ensure long-term viability.
- The Delirio team: Dancers, choreographers, and staff dedicated to the art of dance and committed to preserving the company's legacy.
3. Analysis of the Case Study
To analyze Delirio's situation, we utilize a SWOT analysis framework:
Strengths:
- Strong brand reputation: Delirio enjoys a strong brand reputation built on years of artistic excellence and innovation.
- Talented team: Delirio boasts a highly skilled team of dancers, choreographers, and staff dedicated to their craft.
- Unique offering: Delirio provides a unique and immersive dance experience that sets it apart from other entertainment options.
Weaknesses:
- Limited digital presence: Delirio lacks a robust online presence and digital marketing strategy, hindering its ability to reach new audiences.
- Financial vulnerability: The pandemic significantly impacted Delirio's revenue stream, leaving it financially vulnerable.
- Dependence on live performances: Delirio's business model is heavily reliant on live performances, making it susceptible to disruptions and external factors.
Opportunities:
- Growing demand for online entertainment: The pandemic accelerated the shift towards online entertainment, creating opportunities for digital content creation and distribution.
- Emerging markets: Delirio can explore new markets through online platforms, expanding its reach and diversifying revenue streams.
- Partnerships with other organizations: Collaborating with other organizations, such as technology companies or educational institutions, can provide access to resources and expertise.
Threats:
- Increased competition: The entertainment industry is highly competitive, with numerous online platforms and content providers vying for audience attention.
- Changing consumer preferences: Consumer preferences are evolving, and Delirio needs to adapt to new trends and technologies to remain relevant.
- Economic uncertainty: The ongoing economic uncertainty poses a risk to Delirio's financial stability and future growth.
4. Recommendations
1. Brand Revitalization:
- Reimagine the brand: Delirio should refresh its brand image to reflect its adaptability and resilience in the face of the pandemic. This could involve updating its logo, website, and marketing materials to emphasize its digital capabilities and commitment to innovation.
- Develop a compelling narrative: Delirio should create a compelling narrative that highlights its artistic excellence, resilience, and ability to connect with audiences in new ways. This narrative should be woven into all marketing and communication efforts.
- Engage with audiences online: Delirio should leverage social media platforms and online content creation to engage with audiences, share behind-the-scenes glimpses, and showcase its artistic talent.
2. Digital Innovation:
- Invest in digital infrastructure: Delirio should invest in building a robust online platform for streaming live performances, on-demand content, and interactive experiences.
- Develop a digital content strategy: Delirio should create a diverse range of digital content, including dance tutorials, behind-the-scenes documentaries, and interactive games, to engage with audiences and generate revenue.
- Explore new technologies: Delirio should explore emerging technologies like VR/AR and AI to enhance its digital offerings and create immersive experiences for audiences.
3. Strategic Partnerships:
- Collaborate with technology companies: Delirio should forge partnerships with technology companies to leverage their expertise in online streaming, content creation, and marketing.
- Partner with educational institutions: Delirio can collaborate with educational institutions to offer dance workshops, masterclasses, and online learning programs.
- Explore cross-industry collaborations: Delirio can explore partnerships with other creative industries, such as fashion, music, or film, to create unique and engaging experiences.
5. Basis of Recommendations
These recommendations align with Delirio's core competencies in dance and entertainment while addressing the evolving market dynamics. They are based on:
- Core competencies and consistency with mission: The recommendations focus on leveraging Delirio's artistic talent and brand reputation while adapting to the digital landscape.
- External customers and internal clients: The recommendations aim to engage with both existing and new audiences through digital platforms and innovative content.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate Delirio through its unique artistic offering and digital capabilities.
- Attractiveness: The recommendations are expected to enhance Delirio's financial performance by diversifying revenue streams, expanding its reach, and creating new opportunities for growth.
6. Conclusion
By embracing digital innovation, forging strategic partnerships, and revitalizing its brand, Delirio can navigate the post-pandemic landscape and achieve sustainable growth. This approach will ensure the company's long-term viability and allow it to continue sharing its passion for dance with audiences around the world.
7. Discussion
Alternatives not selected:
- Focusing solely on live performances: This approach would be risky given the ongoing uncertainty surrounding the pandemic and the evolving consumer landscape.
- Merging with another dance company: While this could offer economies of scale, it could also lead to cultural clashes and hinder Delirio's unique identity.
Risks and key assumptions:
- The success of the digital strategy depends on the company's ability to attract and retain audiences online. This requires a strong content strategy, effective marketing, and a user-friendly platform.
- Finding the right partners is crucial for success. Partnerships should be mutually beneficial and align with Delirio's values and goals.
8. Next Steps
- Develop a detailed implementation plan: This plan should outline specific actions, timelines, and resource allocation for each recommendation.
- Secure funding: Delirio should seek funding to support its digital transformation and partnership initiatives.
- Build a strong team: Delirio should recruit and develop talent with expertise in digital marketing, content creation, and technology.
- Monitor progress and adapt: Delirio should continuously monitor the effectiveness of its strategies and make adjustments as needed to ensure success.
By implementing these recommendations, Delirio can emerge from the pandemic stronger than ever, solidifying its position as a leader in the dance world and embracing the future of entertainment.
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Case Description
Early in 2020, la Fundación Delirio (Delirio), a salsa dance, music, and circus arts show from Cali, Colombia, faced the abrupt and indefinite suspension of its presentations because of lockdowns associated with COVID-19. The general director and the staff who remained had to find new ways to connect with their audiences, relying on the strength of the brand, which help them stay afloat despite restrictions on live performances. However, when considering some of the alternatives to live performances, the general director also wondered about brand management: What impact might these short-term survival strategies have on the brand? What was going to happen to the artists?
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