Karange Marketing Strategy
MARKET ANALYSIS
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 …show more content…
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 friends, the ability to watch live races, the excitement of wagering, live entertainment and the Fashions in the Field Competition, a pre-paid luncheon and beverage package, as well as the coverage of the Melbourne Cup all in the one …show more content…
We also offer luncheon packages for those who prefer to sit back with friends and enjoy live horse races. No other place in the place in the Illawarra can offer all these services in the one venue. The example above shows the brand positioning using a perceptual map which highlights that even though Kembla Grange might be expensive in relation to its competitors, but consumers will get more value for their money in terms of variety and things to do at the venue. For example, a luncheon at a restaurant may be cheaper than Kembla Grange’s luncheon packages, but it’s the variety and service from Kembla Grange which makes it a more valuable place to attend to watch Melbourne
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 …show more content…
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 friends, the ability to watch live races, the excitement of wagering, live entertainment and the Fashions in the Field Competition, a pre-paid luncheon and beverage package, as well as the coverage of the Melbourne Cup all in the one …show more content…
We also offer luncheon packages for those who prefer to sit back with friends and enjoy live horse races. No other place in the place in the Illawarra can offer all these services in the one venue. The example above shows the brand positioning using a perceptual map which highlights that even though Kembla Grange might be expensive in relation to its competitors, but consumers will get more value for their money in terms of variety and things to do at the venue. For example, a luncheon at a restaurant may be cheaper than Kembla Grange’s luncheon packages, but it’s the variety and service from Kembla Grange which makes it a more valuable place to attend to watch Melbourne