Introduction• Being Las Vegas one important destination in the travel industry, in 2003 more than 35.5 million travelers made Las Vegas their choice of destination and in 2000 was the largest volume of visitors lagging more than 35.8 million travelers.• LVCVA stands for: Las Vegas Convention and Visitors Authority.• Main Objective:• To maximize the occupancy for the city hoteliers who suffer from cyclical demand in travel industry
What bases does theLVCVA use for segmenting its target market?
DEMOGRAPHIC SEGMENTATION• Notice Portland, Oregon, and Atlanta as emerging regional markets based on their median household incomes, their available flights to LV, the cost of advertising in those markets, and the propensity of their citizens to gamble, and even location (African Americans, Hispanics. And Asian Americans)• Elderly couples, businesswomen, and young professional males.
GEOGRAPHIC SEGMENTATIONIt Is all major ethnic groups in an area – such ascity, country, or census tract.· Target customers: African Americans, Hispanicsand Asian Americans
USAGE-RATE SEGMENTATION• Noticed African American, Hispanics and Asians visiting increasing, went to Canada when they noticed drop in visitors.
PSYCHOGRAPHIC SEGMENTATION• gambler with the growth of visitors and trends in foreign visitors, there is increase level of expertise (esp. in gambling) and changes the lifestyle of the visitors. Relationship building with organizations (International Association of Hispanic Meeting Planners and the National Coalition of Black Meeting Planners & Toronto’s Canadian Meeting & Incentive Travel Symposium & Trade). Hispanics’ historical preference for family or group activities for vacations.
Does the LVCVA use an undifferentiated ,a concentrated,ormultisegment targeting strategy? Why?
Because…• They uses different types of promotional style• Targeting cities like Portland, Oregon and Atlanta that already have gambling through:o Van featuring an Elvis impersonatoro Traditional Vegas showgirlo Promote special travel deals for entertainment option.
• Promote to ethnic chambers of commerce and organization such as International Association of Hispanic Meeting Planner and National Coalition of Black Meeting Planner.• More support = more investment = more profit gain.
Should the LVCVA be concerned with cannibalization?
What is cannibalization?• Cannibalization is the decrease demand for an existing product that occurs when its vendor or company produce a new product that consume more than the old existing product.
No• They should not be concern with it because it will not consume more than the existing product.
What do you thinkmakes the LVCVA so successful?
Why Successful?• They pay more attention on details to their target customers or who they market to by researches.• It uses multisegment targeting strategy which have more than one well-defined market segments and develops a distinct marketing mix for each.• It uses multilevel promotion strategy to reach many types of visitors.
Steps taken by LVCVA• Advertise Las Vegas using series of TV commercials which is “Vegas Stories” which involves different types of people include older Asian, African American women, elderly couples, businesswomen, and young professional males.• Produce commercial recorded entirely in Spanish for family or group activities for vacation in Las Vegas.
• Promoting Las Vegas to ethnic chambers of commerce and organizations.• Promote special travel deals to promote the entertainment options that Las Vegas offers in addition to gambling.