1. Identifying the Market
Melbourne Cup is known in Australia as the ‘Race that stops the Nation’. It is one of the most popular sporting events in Australia and in Flemington it can attract a crowd of over 100,000 people. Kembla Grange is the NSW premier Racecourse south of Sydney and also races every Melbourne Cup day. There is a need to attract crowds to Kembla Grange and with the competition getting bigger every year with restaurants and clubs offering luncheons to those wanting to view The Melbourne cup, there is a need to research and identify the market we would like to attract and devise a plan to make Melbourne Cup day at Kembla Grange a profitable an successful day for the Illawarra Turf Club. 2. Market Segmentation
2.1 Segmentation A
2.1.1 Geographic Segmentation
The focus is on the Illawarra Region, from Helensburgh to Kiama and as far west as Jamberoo. ‘Kembla Grange is NSW’s premier Racecourse south of Sydney’ (ITC). It is the only Racecourse in the Illawarra Region and has members in the Sutherland and Campbelltown regions as well as South Coast regions such as Batemans Bay and Ulladulla.
2.1.2 Demographic Segmentation
Focus is on a young demographic aged 18-25 who are looking for a social experience. Melbourne Cup has become an event on most Australians social calendars and through speaking to people of that age group, I have found that the young demographic attend Melbourne Cup functions mostly to drink and socialise with friends. They will have the occasional bet, mainly on the Melbourne Cup race itself.
2.1.3 Psychographic Segmentation
Focus is on the young, outgoing segment. A big percentage of this demographic is students who don’t have alot of money to spend when they go out to a day like Melbourne Cup. They don’t have alot of knowledge about the sport and are mainly attending for social reasons. They have more interest in the entertainment benefits of the day such as live bands and the Fashions in the Field competition.
2.1.4 Behavioural Segmentation
Melbourne cup is a special Event which only occurs once a year, it is known around Australia as ‘The race that stops the nation’. The attendance numbers are getting bigger every year. Most customers are loyal and attend if they were please with the event in previous years and through word of mouth from friends, relatives etc. The aim is to keep all customers loyal by providing good service by providing consumers with the experience they pay for. Benefits of attending Kembla Grange include: socialising with a big crowd, the ability to watch live races, the excitement of wagering, live entertainment and the Fashions in the Field Competition as well as the coverage of the Melbourne Cup all in the one venue.
2.2 Segmentation B
2.2.1 Geographic Segmentation
The focus is on the Illawarra Region, from Helensburgh to Kiama and as far west as Jamberoo. ‘Kembla Grange is NSW’s premier Racecourse south of Sydney’ (ITC). It is the only Racecourse in the Illawarra Region and has members in the Sutherland and Campbelltown regions as well as South Coast regions such as Batemans Bay and Ulladulla. 2.2.2 Demographic Segmentation
Focus is on a mature age demographic (25-50) who are either attending as a business function or with friends. This is a more upmarket demographic who earn a higher income and looking at spending more money on a luncheon and beverage package. They will attend in groups and spend more money on gambling.
2.2.3 Psychographic Segmentation
Focus is on a more mature segment who have a general interest in sport and drawn to the entertainment of gambling. They will be attending for social reasons also, but are more drawn to the wagering aspect of the day and there to enjoy the experience with friends as well as the chance to view the live racing.
2.2.4 Behavioural Segmentation
Melbourne cup is a special Event which only occurs once a year, it is known around Australia as ‘The race that stops the nation’...
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