Assignment 2 Leeds Castle UPDATED

Kristina Ivanova

Coursework Header Sheet
212034-80

Course
Coursework
Tutor

MARK1107: Principles & Practice of Mrktg
Individual Written Report
I Whitten, JK Mundair

Course School/Level
Assessment Weight
Submission Deadline

BU/UG
40.00%
06/03/2014

Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism.

000762763

Kristina Ivanova

Tutor's comments

Grade Awarded___________ For Office Use Only__________
Moderation required: yes/no Tutor______________________

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Final Grade_________
Date _______________

Kristina Ivanova

Assignment 2
Individual Report

Written by: Kristina Ivanova

Course: Principles & Practice of Marketing (MARK1107)
University of Greenwich
March 2014

Page | 2

Kristina Ivanova

Table of contents:
Page №
4_______________________Executive Summary
5_______________________Introduction
6_______________________Segmentation, Targeting and
Positioning - concept
9_______________________Segmentation, Targeting and
Positioning used by Leeds Castle
10______________________The role of Branding
11______________________Alternative promotional campaign
13______________________Conclusion
14______________________References

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Kristina Ivanova

Executive Summary
This report analyses the segmentation, targeting and positioning techniques, states how are they used in the marketing program of Leeds castle, explains what the role of branding is and gives recommendations on how visitor numbers could be increased.
Key findings in the report:
 Main target group of Leeds castle:
 Families with children
 Living within 60-90 miles away from the Castle
 Likely to spend a day in the weekend away from home
 The marketing department of Leeds castle has used various promotional techniques