Document4 - ASSESSMENT #3 Case 7: Las Vegas 1. Given all...

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ASSESSMENT #3 Case 7: Las Vegas 1. Given all the changes over the years, has the Vegas brand had a constant meaning to consumers? Is it a benefit or detriment as the city moves forward? Yes. Brand Positioning: The strongest brands go beyond attribute or benefit, they are positioned on strong belief and values that engage customers on an emotional level A brand is the company’s promise to deliver a specific set features, benefits, services, and experiences consistently to the buyer Vegas is an emotional connection, a total brand experience: It is positioned as a place for people to experience what it feels like find simple pleasures not available at home People want to travel, they want to escape, and Vegas works very well for that o “Sin City”—an anything goes gambling town full of smoke-filled casinos, bawdy all-girl revenues, all you can eat buffets, no wait weddings on the Strip o Destination for adults “Only Vegas: What happens here stays here.” o Vegas will always be perceived as what happens here stays here o I think that Vegas always had a consistent brand image to consumers. Even though they have changed ideas based on fluctuations with the economy – “Vegas Bound” during the recession And trying to broaden their target market to families—roller coasters Product position: the way a product/ service is perceived by the consumers on important attributes—this plays into the positioning of the Vegas brand and how people perceive the Vegas experience to be It is a benefit that the brand has constant meaning to the customers because of the opportunities provided o For example: the CityCenter opened by MGM enhances the Vegas experience 2. What is Vegas selling? What are visitors really buying? Service: a form of a product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything Product: hotels, dinning, gambling winnings (money) -- customers tend to spend more on things in Vegas which would be the products it sells Variability service: quality of service depends on who provides them and when, where, and how They are selling the experience—people become a little naughtier, they stay out longer, eat more, gamble, spend more Visitors are buying the simple pleasures not available at home—a chance to be someone you’re not, do something a little crazy, feel like you’re on top of the world, get a way from the real world a. Core Benefit: core customer value
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