Marketing Practice for Crown Resorts: Segmentation, Targeting, Value Proposition and Marketing Mix

Marketing Practice
5/27/2018
Crown Resorts

Marketing Practice 1
Marketing Practice
The paper talks about the marketing concept that is required to be considered by the company for
their products and services. The marketing concept is the philosophy that the company should
evaluate the needs of the customers and the decisions formed by them to satisfy the customers.
The company on which the case study is based is Crown Resorts which is one of the recognized
companies who is performing its operations in the hospitality industry. The paper includes the
different concepts of the marketing like market segmentation, target market and the marketing
mix of the new product of the Crown resorts for its new product. In simple words, the
segmentation includes the customer to whom a company is looking to offer new product and
who all are the targeted customers. Along with this, it includes the marketing mix strategy which
shows a product, pricing, place and the promotion of the new product.
The organization has recently introduced the facility of the new 1,500-seat Crown Ballroom.
This Ballroom is newest and the most prestigious event space that the company offers to its
customers. Crown resorts are one of Australia's largest entertainment groups with the core
businesses and investment in the integrated resorts sector. The company owns and operate 2
Australia’s leading integrated resorts which include the Crown Perth and Crown Melbourne
Entertainment Complex (Crown Resorts, 2018).
The segmentation of the market is the process in which the organization divides broad customers
into the sub-groups of the consumers. These customers include both potential and existing
customers of the company (Chernev, 2018). Crown resort makes use of the segmentation
marketing theory to integrate it with the new product of the company. There are 4 types of

Marketing Practice 2
market segmentation which are generally used by the company. These types of segmentation are
discussed below: -
Demographic segmentation: - This segmentation divides the customers of the company on the
basis of the family, size, income, occupation, religion and many other variables. Crown resorts
segment the customers who belong to the different age groups like 18-25, 25-40, and 40+ with
the high-income group. The customers of the company can be bachelors, family, and singles.
Most of the customer are businessmen, professional, and tourist who visit Australia.
Behavioral segmentation: - This market segment splits the customers on the basis of their
behavior, usage and the decision-making pattern of the customers (Grant, 2016). Crown resort
customers want the space where they can organize the event. The decision can be taken by the
customers for organizing the events, marriage and corporate parties and meetings in the
ballroom. Therefore, the company segments on the basis of behavior towards the ballroom.
Psychographic segmentation: - This segmentation includes the people who are conscious of their
lifestyle and the social status. Crown Resorts is attracting the customers who believe in lifestyle
and the social status because of effective popularity and status of the resort. The company is one
of the 5-star resorts who offer the premium accommodation facilities to their customers.
Geographic segmentation: - This is one of the major segmentation of the company which
includes the region is the area where the company is looking to offer its services to the customers
(Hollensen, 2015). Crown Resort Company has initiated this product in the market of Australia.
Therefore, the company offers this service in their one of resorts that are available in Perth
region of Australia. The customers to whom the company will consider in the segmentation
belong to the market of Australia only.