Las Vegas Case Study

Questions for discussion: 1. Given all the changes in the branding strategy for Las Vegas over the years, has the Vegas brand had a consistent meaning to consumers? Is this a benefit or a detriment in as the city moves forward?- Las Vegas once changed the USP to value and affordable vacation, with the catchphrase as “Vegas Bound”, urging the hard-working American working class to take vacation during economic recession. This deviated from the previous message of “”What happens in Vegas, stay in Vegas” message. This is a detriment as (1) this point to the need of customers. (2) The inconsistent message blurred the image of Las Vegas. (3) In addition, the message of “Vegas Bound” cannot differentiate Las Vegas from other tourist destinations in “recharging the energy”. 2. What is Las Vegas selling? What are visitors really buying? Discuss these questions in terms of the core benefit, actual product, and augmented product levels. -Actual product : “Las Vegas” as the brand name, high quality, international standard casinos, exciting variety shows, five-star hotels and resorts, fine dining and renowned restaurants…-Augmented product: casino and hotel delivery services, extra gifts or bonus, after-sale service-Core customer value : free to experience 3. Will the most recent efforts by the LVCVA continue to work? Why or why not?

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Las Vegas never changed the concept of this city with the concept of value and affordable holiday with the motto "Vegas Bound", which is intended for the American people who want to vacation at a time of economic crisis. The motto replaces the message "What happens in Vegas, stay in Vegas". Branding long enough for the first disadvantage is the long branding is intended for self-actualization needs of customers in the way of enriching life experiences. Second, the value ynag to say if inconsistently will confuse customers and obscure the unique image of Las Vegas. Third, pesa "Vegas Bound" does not differentiate Las Vegas with other tourist attractions

Core benefits: Freedom to experience

Actual Product: Las Vegas as a brand name, high quality, casino with international standards, a wide range of interesting performances, hotek and five-star resort, the food was tasty and well-known restaurant.

Augmented product: Pengirimin by the casino and hotel services, extra prizes and bonuses, after sale services

I think it depends, in my opinion LVCVA decision to re-use the motto "What happens here, stay here". However the design and characteristics of the new property must support the motto, because it is that they are not found in the customer's home or town.

Recommendations that approximately I would give is to strengthen the value of the "freedom to experience" offered Las Vegas, then differentiated by using a marketing campaign that is supported by the concept of the 4P. LVCVA may need to use multiple methods of segmentation and improving the market offering to differentiate the segments under the same theme "freedom to experience". For product strategy, LVCVA can reach different target groups through different media as well. For example, mass media advertising columns for the elderly, social media for young children, direct mail to loyal customers and others. As for the strategy of doing market skimming pricing because the price given it will get the image and luxurious experience for the customer.

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