1. Case Study Rapid Flipchart– Market Segmentation I
Elizabeth Forde, Catherine Heeney, Michelle Cowley,
& Gonzalo Vicens
CPD Year – Digital Marketing & Media Management
http://dundalkstadium.com/

2. USP analysis – Very Disparate Yet Similar
Endeavours
• Unique Selling Point 1 – Horse Racing & Greyhound
Track.
• Unique Selling Point 2 re website – All weather horse-
racing (i.e., all year round).
• Q. Does this unique selling proposition resonate with the
actual market? Or does it diffuse potential?
• Problematic Inferences: Horses/Dogs/Horses & Dogs?...
Or ‘Horse & Hound’ La-di-da… or Gone to the Dogs?

3. Who – Where – What – When – Why
& How?
• Who: Gambling Fans, Glamourous Outings, B2B Animal Racing
Endorsers and Investors, Socialites, Book-Makers, Older Socialising
Tastes, Local, Syndicates, Business Mascot Builders, Company
Promotions…
• Where: Dundalk, Louth, North East Region, Tourists (New potential
possible?)
• What: Racing, Gambling…
• When: Seasonal (e.g., Christmas Parties), Economic Downturns,
Sporting Annual Events, Major Racing Events, Ladies Days?
• Why: Eventing disparate…
• Why: Socialite-ing…
• How: PESTLE … & SWOT Analysis re Competition

4. Workable Segmentation Strategy:
Separate the Markets = Regional & National Expansion
• Advertise separately for Greyhound and Horse Racing Events – Online Page 1 SEO…,
Feeding Promotion to Promotional bodies, e.g., HRI etc. Events literature for both to be
separate on website for example. So, the greyhound course as primary for the region,
and the horse-racing course as the only all weather gambling glamourous horse-racing
venue both regionally and nationally.
• Promote through all marketing channels separately for horse racing and grey hound
racing events – to broaden reach for likelihood of tapping into specific fan base x 2 as our
captive audience. Our plan is to increase our specific either or market base, rather than
combinatorially market, and to make those separate markets more explicit (to separate
and expand revenue and profit according to simultaneous separate market channels).
• This will focus the market on Dundalk Stadium for Greyhound racing for the best
greyhound-racing in the region
• and the newly glammed up Horse-Racing events in Dundalk as coming to a standard of
regional and national competitive relevance with the likes of Bellewstown’s own Family
Day, Laytown’s beach/strand only day, and nationally Dundalk Stadium’s all weather
track promenance.
• E.g., Package deals can have, for example, a specific ladies day for horse-racing in line
with other horse-racing courses in the region.
• E.g., Package deals per season may have both, or singular racing type events, marketed.
• Secondary Cost justification - Marketing Information Intelligence… Discussion &
Conclusion