BRP Inc. (DOOO): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at BRP Inc. after a rough Fiscal Year 2025 where total revenue fell 21.4% to CA$7.83 billion, and normalized EBITDA took a 42.0% hit to CA$1,040.0 million. Honestly, seeing those numbers, you need to know how they are positioning their Ski-Doo, Sea-Doo, and Can-Am lines to fight back, especially when North American retail sales were down 21% last quarter. As a former head analyst, I've mapped out their late 2025 Product, Place, Promotion, and Price strategy-the four P's-to show you exactly where the financial reality meets their market maneuvers, so dig in below to see the details.

BRP Inc. (DOOO) - Marketing Mix: Product

The product element for BRP Inc. centers on its diverse portfolio spanning seasonal and year-round recreational and utility vehicles, complemented by a growing aftermarket offering and a significant push into electrification.

The core portfolio is structured around two main pillars: Seasonal Products, which includes brands like Ski-Doo, and Year-Round Products, anchored by the Can-Am brand. The company also completes its offering with a dedicated Parts, Accessories, and Apparel (PA&A) portfolio designed to optimize the riding experience.

Financial performance in the final quarter of Fiscal Year 2025 (Q4-FY25, period ended January 31, 2025) shows the relative contribution of these segments to the total revenue of $2,097.6 million.

For the full Fiscal Year 2025, total revenues reached $7,829.7 million.

A key strategic development is the electrification push, exemplified by the formal launch of the Can-Am Pulse and Can-Am Origin all-electric motorcycle lineup, which are now arriving into dealerships. These models aim to set a new standard in the two-wheel electric vehicles market.

• Can-Am Pulse standard MSRP: $13,999.
• Can-Am Origin standard MSRP: $14,499.
• Both models feature a liquid-cooled battery system.
• Charging capability: 20% to 80% in 50 minutes using Level 2 charging.
• Can-Am Pulse accelerates from 0 to 60 mph in 3.8 seconds.
• Can-Am Origin accelerates from 0 to 60 mph in 4.3 seconds.
• Can-Am Pulse city range is cited at 100 miles.

BRP Inc. continues to refresh its high-performance segments with new model introductions. For instance, the high-performance segment saw the introduction of the Can-Am Maverick R Max side-by-side vehicle (SSV) lineup as part of the 2025 model year offerings.

The company's global reach supports the product distribution, with products sold in over 130 countries through a network of approximately 2,400 dealers across 22 countries, supplemented by approximately 140 distributors serving an additional 315 dealers.

BRP Inc. (DOOO) - Marketing Mix: Place

The Place strategy for BRP Inc. centers on a broad, multi-tiered global reach, ensuring product accessibility across diverse markets. This distribution architecture is designed to handle both high-volume and specialized product lines.

Global distribution covers over 130 countries as of January 31, 2025. This reach is supported by a dual network structure.

The direct sales component relies on a substantial dealer base. As of the end of Fiscal 2024, this network included approximately 2,450 dealers operating in 22 countries. This direct channel is supplemented by an additional network of approximately 150 distributors serving around 360 additional dealers.

A key focus for BRP Inc. during Fiscal 2025 was inventory management within this network. The strategy centered on proactively reducing network inventory levels to maintain dealer value. This effort resulted in the following concrete reductions:

• North American network inventory decreased by 13% compared to the prior year.
• Excluding snowmobiles, North American network inventory decreased by 18%.

The impact of softer demand and inventory adjustments was evident in the fourth quarter of Fiscal 2025 (Q4-FY25). North American retail sales saw a significant contraction:

• North American retail sales were down 21% in Q4-FY25 compared to the previous year.

To align and motivate this extensive network, BRP Inc. hosts major dealer engagement events. The Club BRP 2026 event, held in August 2025, demonstrated the scale of this partnership:

For context on the scale of the business supporting this distribution, BRP Inc. employed approximately 16,500 people as of January 31, 2025, and reported full-year Fiscal 2025 revenues of $7,829.7 million (CAD).

BRP Inc. (DOOO) - Marketing Mix: Promotion

BRP Inc. employs a targeted marketing strategy that uses both traditional and digital channels to emphasize innovation across its product lines. This approach is designed to reach diverse demographics based on location, interests, and lifestyle, helping to maintain a strong presence in a competitive industry. The company's ability to connect with its target market through tailored messaging is key to its promotional effectiveness.

Campaigns consistently highlight the performance and durability of BRP Inc.'s vehicles, appealing directly to both recreational enthusiasts and professional users. For instance, the marketing for the Can-Am Maverick R side-by-side emphasizes its race-inspired innovation and driver-centric interior featuring a 10.25-inch digital touchscreen, while the Can-Am Outlander Pro is promoted as a rugged workhorse built for durability and versatility. This dual focus ensures product benefits resonate across different user segments.

Brand value and market perception received a significant boost from external validation. BRP Inc. secured a total of 17 design awards in 2024. Among these distinctions, the company capped off the year with five prestigious GOOD DESIGN Awards. The recognized products, such as the Sea-Doo Spark and the Can-Am Maverick R, underscore the synergy between design, engineering, and product strategy.

Dealer-focused programs are a core component of the promotional strategy, aiming to promote safe riding and support the dealer network. BRP Inc. partnered with Tread Lightly! to launch the Responsible Rider Masterclass, a free series of online trainings announced in February 2025. This initiative, based on the Responsible Rider program's three pillars-riding etiquette, environment, and safety-is designed to empower the global powersports community to ride safely and responsibly.

The financial reporting for Fiscal 2025 indicated a clear shift in promotional activity intensity. The decrease in the volume of shipments and revenues for the twelve-month period ended January 31, 2025, which totaled revenues of $7,829.7 million, a decrease of 21.4% compared to the prior year, was partially attributed to higher sales programs due to increased promotional intensity. Specifically, for the fourth quarter of Fiscal 2025 (ended January 31, 2025), revenues decreased by 19.7%, which was linked to softer demand and the Company's objective to reduce network inventory, alongside higher sales programs. This increased promotional intensity was a direct response to softer industry demand and the need to manage network inventory levels, which for North American Off-Road Vehicles had decreased by 22% compared to the prior year-end (as of October 31, 2024).

The promotional intensity is further evidenced by the financial impact noted in earlier quarters of Fiscal 2025. For the second quarter of Fiscal 2025 (ended July 31, 2024), the decrease in revenues was primarily due to lower volume sold and higher sales programs. The unfavorable changes in working capital were also noted to reflect the industry's promotional intensity for the twelve-month period ended January 31, 2025.

The promotional focus is clearly visible in the financial commentary, which repeatedly cites higher sales programs and increased promotional intensity as factors impacting gross profit margin throughout Fiscal 2025. This suggests a significant financial commitment to sales support activities during the period of inventory reduction.

• Campaigns emphasize product features like the Manitou Explore's 360-degree panoramic view.
• The Sea-Doo Spark Trixx marketing highlights its extended range Variable Trim System (VTS) for exaggerated maneuvers.
• The Can-Am Maverick R promotion centers on its balance of comfort, quality, and performance.
• The company employed approximately 16,500 employees worldwide as of January 31, 2025.
• Products were sold in over 130 countries as of January 31, 2025.

BRP Inc. (DOOO) - Marketing Mix: Price

Price involves the monetary value customers exchange for BRP Inc. products, encompassing policies on pricing, discounts, and financing to maintain competitive attractiveness. Effective strategies must align with perceived product value and market positioning while navigating external economic pressures.

For Fiscal Year 2025, BRP Inc.'s total revenue reached CA$7.83 billion, representing a 21.4% decline year-over-year from the prior fiscal year's $9,963.0 million. This revenue reduction was primarily driven by a lower volume sold across all product lines due to softer demand and the company's objective to reduce network inventory levels.

The pricing element of the mix was actively managed to counteract volume softness. Favorable pricing across most product lines partially offset the lower sales volume across the business. This suggests that while unit sales were down, the average selling price per unit was effectively maintained or increased in key areas, reflecting a strategy to protect margins and dealer value proposition.

The financial impact of this environment is evident in profitability metrics. Normalized EBITDA for FY2025 decreased 42.0% to CA$1,040.0 million, down from $1,793.2 million in the prior year. This significant drop highlights the pressure on gross profit, which was also impacted by lower volume and higher sales programs.

The company's promotional stance was complex in this environment. Consumer promotions in 2025 were higher in absolute dollars due to MSRP increases. The company is defintely managing price to protect dealer value proposition amid soft demand, a strategy evidenced by proactively adjusting shipments to reduce network inventory, even at the cost of short-term market share loss.

Key financial metrics related to the pricing environment for the full fiscal year 2025:

The management of the balance sheet also reflects financial positioning that supports pricing flexibility, though these are corporate finance actions rather than direct consumer pricing policies. In October 2025, BRP Inc. announced the repricing of its term loan facility, which effectively reduced the average interest rate on the Term Loan B-2 and B-3 tranches by 50 basis points, from a rate of Term SOFR plus 2.75% to a rate of Term SOFR plus 2.25%.

The pricing strategy is further reflected in the performance across product segments during Q4 FY2025, where higher sales programs were noted:

• Revenues from Year-Round Products decreased by $236.8 million, or 17.4%, partially offset by favourable pricing.
• Revenues from Seasonal Products decreased by $275.0 million, or 28.9%, also partially offset by favourable pricing across all product lines.
• North American retail sales decreased by 21% compared to the previous year.

The company also returned capital to shareholders, which can influence perceived value and liquidity:

• Shareholder returns through share repurchases and dividend payments totaled $277.0 million for FY2025.
• The quarterly dividend was increased to $0.215 per share.