Strategic positioning and pricing analysis of Lyon’s Congress Centre at the national

The group GL Events was granted a concession to manage and market Lyon’s congress centre. In accordance with the concession’s terms and conditions, every two years and in concertation with the Tourist and Convention Bureau, the concessionaire had to undertake a strategic positioning and pricing study of the Congress Centre and the destination “Lyon” at the international level. This study had to include a comparative analysis of similar sites (rates, services, demand, revenues, etc.) and form the basis of the concessionaire’s marketing plan. IE TCH was mandated to conduct the benchmark study.

• Comparative analysis of five national and six international congress destinations (general environment and congress market)
• Price positioning analysis of the venues located in these destinations
• Synthesis of the benchmark : SWOT of the destinations analysed and determination of the strengths and weaknesses of the Lyon venue for marketing plan purposes