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Marketing Study of Casinos

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Marketing Study of Casinos
1. The Casino knew they could not compete with the big lights and glamour of Las Vegas, but also knew not everyone could afford to be a part of those big lights. Instead the casino set its attention on pleasing the crowd of folks most often seen inside of their casino. The casino used the targeting method perfectly by carving out one demographic segment to cater too or as stated in our reading assignment on targeting the casino used a single product (their casino) offering at a single segment in a market (Latinos).
2. Part of the casinos success was based on branding. They made it absolutely clear what demographics they wanted to see inside of their casino. They changed signs inside the casino so Latino patrons could easily understand them. They brought in Spanish speaking dealers, entertainment and even made their most popular drink offer on the floor to be top-shelf tequila. Basically, the casino created an unseen logo that flashed we serve Latinos first. By creating the Latino casino brand, they were able to create a relationship where the patrons saw the casino as a second home…a place where they could be comfortable. Additionally, the casino used the power of positioning. They raised the perception of Latino patrons in a good way by giving them the red carpet treatment. If a patron spent $1000 in the casino, the staff treating them the same way the Las Vegas casinos would treat their “whale” spenders. By using the power of positioning the Latino community felt as if they were respected and belong to a loyal company. More importantly, their money no matter how little they spent was appreciated by the casino. Finally, and probably the most important principle used by the casino was segmentation. The casinos took the risk of basically ignoring all other demographics and concentrated all of their efforts toward the Latino community. The casino understood the demography of what things Latinos valued, what music they wanted to hear, the type of
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