MARKETING MIX USED TO PROMOTE CASINO PLAYER

Marketing mix used to promote casino player/customer



Marketing mix used to promote casino player/customer

Overview

 The gaming industry is a multibillion-dollar business. Today, casinos are the number one leader in attractions and most popular form of entertainment in UK well above any other form of recreation. Europeans are betting more than eight hundred billion dollars a year. Hotels are added to the casinos with the number one goal of trying to attract as many people as possible to stay at the hotel. Most casino hotels today have adopted a family atmosphere to make it the casino more family oriented. The more people that stay at the hotel, the more gambling that will be taking place. Thousands of employees are need to run a large casino. Everyone needs to do their job in order to keep the guests satisfied and coming back.

With millions of people spending billions each year, and the majority of the money going to the casino, all of the guests deserve the best the casinos have to offer. People are gambling more than ever. It has become UK's number one choice of leisure. Gambling has been the fastest growing form of recreation in UK. Casino gambling has raised high above theme parks, cruises, sporting events, as the most popular form of entertainment. The new modern day casino hotels are now costing billions to be built. The newer casinos are built high tech with state of the art facilities. These casino hotels are usually torn down after twenty-five years or so. They will be rebuilt to try to keep the hotel modern and in competition with the other competitors. Older casino hotels can not compete with the newer ones of today. People will go to the newer casino hotels because the appearance is nicer and has more to offer for the same value.

As Birmingham is developing as a conference and meeting city, there is a large business market. Offering private party rooms with Karaoke system may attract the business travellers, as well as the local people. The long opening hour of the venue will create another competitive advantage for the venue, in comparison with the large number of pubs and bars in nearby area, which usually close around 11.00pm. This will lead to the business, after the other pubs are closed.

The following section will illustrate the venue in more detail, applying the service Marketing Mix 7Ps.

Marketing mix

Product

Product can be a good, a service, or and idea (Dibb 1997 P23)

Due to the intangibility of the hospitality product, the benefit to customers is important.

Features

1.         Choice of cocktails with Flair Bartending along with the usual drinks

2.         Specialised Karaoke system with wide range of music

Ø         Scored by machining e.g. Fantastic & Please practice more

Ø         English, Indian, Chinese and ( a few Japanese) music

Ø         ISDN lines, which internet therefore music available quickly & up to date, as well as no distribution cost needed

3.         Light snacks available from the Main Bar

4.         Karaoke box private rooms fro approximately up to 10 people

Ø ...