S. Strengths W.

Weaknesses

1. Painting Collection 1. Castle Location

2. Seasonal Package 2. Not enough
3. Seasonal Employees exposure
4. Christmas Market 3. Insufficient Parking
5. Open Area are
6. Antique Rooms
7. Tulip Festival
8. Chapel

O. Opportunities S1 – O2: Lending paintings W2 – O2: Accelerating its

to the national museum or promotion through (using
1. Government at a cost to attract its) partnership.
Funding customers by their art
2. Partnerships interests e.g. reproduction W3 – O1: Create a ticket to
Promotion of paintings is possible. experience multiple open to
3. New Application the public royal houses of
4. No Equal Denmark during their open
Competitors season(s) to cause
attraction and interest

T. Threats S5 – T2: Installing new W2: Advertising using broad

features to the Gavnoe
1. Change of law Castle e.g. roof over garden
2. Weather condition walking path.
S2 – T2: Seasonal packages
according to the weather
e.g. change the price if the
customer does not get the
chance to experience the
service providers product in
autumn.
marketing campaigns (tv,
billboard, radio, social
media, appointing brand
ambassadors).
W3 – T2: Expanding the
Gavnoe Castles parking area
by locating a temporary
spot during big events.

Economic Goal

Marketing Goal
 Segmentation

In our segmentation, we searched for the most possible demographics that would initially
be an area to realize in terms of gathered information from the interview on the
26th/Sep/19 as well to our own comprehension to studied class examples on creating our
marketing awareness and of what our product and company consist of in the service
industry. From that, considerations of using Hollensen 2015 STP approach - (2019, Class
Material) in sourcing out favorable factors is regarded as since any market segmentation is
descriptive and not predictive according to Hollensen, Svend. Our findings are based on
what situation would a customer have to be involved with in factors to be in need or want
of the Gavnoe Castles availabilities. We take the following likelihoods of who is our
identifiable segment and for whom our product may be for in segmentation by taking
opportunity into distinction to what and how much may a customer purchase.

Segment Variables Market Segmented Groups

Gender Male, Female
Children (3 – 13), Youth (13 – 19),
Young Adult (20 – 29), Adult (30 –
Age
60), Elderly
(60 and above)
Countries, Cities, Regions, Nations,
Geography
Countries (Local & Abroad)
Social Class Middle Class and Above
Religion Christianity
Managerial Position, Artist, Historian,
Socio – Demographics Occupation
Students
Income Middle Income Families & Above
B2B Team Building, Professional
Events
Meeting Venue, Ceremony, Gathering
Whole Families, Single Parent Families,
Lifestyle
Personal Interest
Race European, Worldwide
Education Academic, Bachelor, Master, Phd
Tourism, Horseback Rider, Hunter,
Specific Interest
Rifleman
Readiness Trial, Awareness
Ability & Occasionally Interested in Experiences
Behavioristics Experience & Service
Loyalty Moderate
Usage Frequency Low, Moderate
Experiencer, Nature Interest, Health-
Psychographics Lifestyle
wise, Adventurous,
 Feeling, Thinking, Interested in the
Personality
Unknown,
Cost – Conscious, Service – Conscious,
Price & Service
Experience - Conscious
Prevails To Buyer(s) Availability For
Sought For Benefits Product Features Purchase, Reaches Consumer’s Specific
Seasonal Interest(s)
Attract Segment’s Attention By The
Product Delivery
Ethics Of The Consumer

Target Marketing

From considerations in segmentation of the likelihood in who could this experience be for
under considerable circumstances of how much space, history, displayed nature and activity
the Gavnoe Castle has to offer and under what circumstances the company is built by. We
begin now thinning or enlarging our scope for targeting in the market segment by involving
our data into considerable and effective variables of what are market variables and who
would be in our keen interests. We further present this information in a table format -
(Hollensen, Svend STP table) to clearly see and explain the approach area. We take higher
note on relating to the current offers of the Gavnoe Castle via website and data to agree on
potential points. Upon decisions of targeting, we acknowledge the specific information
leading to customer descriptions and interest. Our targeting is based on the understanding
to reapproach the current outlook with a new approach of how already in place activities
are being presented. For example, taking the customer into account for being cost -
conscious and loyal whether high or moderate and taking considerations of what else could
that customer segment would be interested in as an alternative yet the high customer
loyalty will originally be meaning that the Gavnoe Castle is in favourable consideration,
therefore to focus on low to moderate customers loyalties should be as increasingly sought
for as high loyalty will notice the Gavnoe Castles new marketing strategy.

Variables In Considered Segment Segment Potential Groups

Whole Families, Single
Lifecycle Parent Families, Personal
Interest
Children (3 – 13), Youth (13
– 19), Young Adult (20 – 35),
Age
Adult (36 – 60), Elderly (60
Socio – Demography and above)
Gender Male, Female
Historian, Artist, (Business)
Occupation Managerial Position,
Student
B2B Team Building,
Events
Professional Meeting
 Venue, Ceremony,
Gathering
Tourism (Foreign Exposure),
Specific Interest Horseback Rider, Hunter,
Rifleman
Local Geography Counties, Cities, Regions
Religion Christianity
Readiness Aware, Trial
Behavioristics
Usage Frequency Low, Moderate
Nature Interest,
Adventurous, Experiencer,
Psychographic Lifestyle
Building Common
Knowledge, Health-Wise
Cost – Conscious, Service –
Price & Service Conscious, Experience -
Conscious
Prevails To Buyer(s)
Availability For Purchase,
Sought For Benefits Product Features
Reaches Consumer’s
Specific Seasonal Interest(s)
Attract Segment’s Attention
Product Delivery By The Ethics Of The
Consumer

Positioning

Lastly, to positioning clearly in a table format, we list only every demographic factor of what
type of customer and where could they be when noticing or stumbling onto our advertising
and for what reason should they be interested in what is being advertised to them. These
are considerable factors to account for in reaching not only exposure but keen interest as
well in what is being displayed. We consider there are multiple variables to take account in
positioning to whom our segment can be in person and what could be their situation of
want, need or interest. The following possibilities are ruled out amongst Segmentation and
Targeting as being the most important since it covers not only where could potential centers
be but how is the product to be marketed and what are the details of what is to be
marketed.

Product Positioning Point Potential Variables

Geography Local Counties, City, National,
Region
Race Majority Marketing Danes, Tourist
Sought For Features Price & Service Cost – Conscious, Service –
Conscious, Experience -
Conscious

Psychographics
Socio - Demographics
Product Features Prevails To Buyer(s)
Availability For Purchase,
Reaches Consumer’s
Specific Seasonal Interest(s)
Product Delivery Attract Segment’s Attention
By The Ethics Of The
Consumer
Lifestyle Nature Interest,
Adventurous, Experiencer,
Health-Wise
Lifecycle Whole Families, Single
Parent Families, Personal
Interest
Gender Male, Female
Age Children (3 – 13), Youth (13
– 19), Young Adult (20 – 35),
Adult (36 – 60), Elderly (60
and above)
Events B2B Team Building,
Professional Meeting
Venue, Ceremony,
Gathering
Specific Interest Horseback Rider, Hunter,
Rifleman, art
Religion Christianity
Occupation Historian, Artist, (Business)
Managerial Position,
Student
Abroad Tourists

The 4 P’s
Product:

We discovered our new special ticket by looking at way of providing the customers a more
comprehensive experience besides the products and services which Gavnoe Castle already
provides to its customers.Our decision was therefore based on two main factors, namely
tackling different age groups, on one hand and on the other, immagining what the
customers needs could be when visiting Gavnoe.Moreover, we believe that completing
the ticket with a meal, it would not only enhance the visit but it would make it even cosier
and why not tasty.

Price:

Promotion:

Place:
 A Product For Marketing

Print Media: Poster, Flyer, Newspapers

Online Advertising: Use their social media, Google ads

Plan Description