Class A Professional people, senior managers in business or commerce, top civil servants,
and retired people previously grade A and their widows
Class B Middle management executives in large organisations with appropriate qualifications,
principal officers in local government, civil service top management or owners of
small business concerns, educational and service establishments, and retired people
previously grade B and their widows
Class C1 Junior management, owners of small establishments and all others in non-manual
positions, and retired people previously grade C1 and their widows. Jobs in this
group have very varied responsibilities and educational requirements
Class C2 All skilled manual workers and those manual workers with responsibility for other
people, and retired people previously grade C2 with pensions from their job and their
widows
Class D All semi-skilled and unskilled manual workers, apprentices and trainees to skilled
workers, retired people previously grade D with pensions from their job and their
widows
Class E All those entirely dependent on the state long-term through sickness, unemployment,
old age or other reasons, those unemployed for a period exceeding six months
(otherwise
Below are the two different contrasts in the prices for the rooms in Carden Park and show that people in Class E could not afford the latter of the two and would struggle to afford Cardens basic pricing scheme. The standard twin room is £85 but Carden Park try’s not to market these and are very limited in the 4 star deluxe hotel with the king bed executive room £305 aimed at the high class A and B range and is marketed largely.
Geographic segmentation is when the market is divided into different geographical units. These include:
Regions: e.g. in the UK these might be England, Scotland, Wales Northern Ireland or (at a more detailed level) counties or major metropolitan areas
• Countries: perhaps categorised by size, development or membership of geographic region
• City / Town size: e.g. population within ranges or above a certain level
• Population density: e.g. urban, suburban, rural, semi-rural
Geographical segmentation is very important to world wide and multi national business. Many businesses have regional and national marketing programmes where by in advertising and promotion changes according to location and the needs of the geographical area.
The Acorn classification system is the leading geographic grouping tool used by different companies and businesses to identify and understand the UK and its population. It is assumed the people who live in the same areas tends to have the same need, interests and lifecycles. This will mean the different companies can target the certain areas they want. This process is completed using a system in which Acorn categorise 1.9 million postal codes. Carden Park uses geographical segmentation and views it as important because they are looking at world wide custom and bringing in business not just nationally but globally.
Psychographic segmentation is the division of groups via particular psychological characteristics for the purpose of marketing to these markets. Segmentation takes place by the use of consumer lifestyle, personality, or social class. An example would be a company needing to market gold golf clubs to a specific golfer belonging to an expensive membership based country club. This type of segmentation is the most complex and will meet the criteria of a small market rather than Demographic segmentation. Carden Park will use this to market the hotel packages they carry out, to target golfers who have wives to use the Spa in the weekend golf and Spa package.
Carden Park target many different markets and for many different reasons. This is because the wider your target market is the more customers you are targeting which will mean the more custom you will receive, They have diverse and different attractions products, services and packages which attract different sets of customers.
Carden Park targets all age groups. This is in a bid to have the widest range of customers that they can offer too. They have family suits which will mean they will have customers from 0-20 and 30-60. This is a wide age range of people and will bring in wanted income and revenue. Also Carden Park has activities for the family to enjoy and occupy therefore guests can be amused and pleased. There is 4 x 4 driving, play parks/frames, tennis courts, swimming pools, bars, golfing …the list is endless. Carden Park also provide executive suites. This will target 20-40 and the retired age groups who may have lots of free time and disposable. There is a Spa, swimming pool, golf and bars for them to relax and enjoy whilst in the Carden Park environment. Finally Carden Park has a Junior Suite which targetes all ages above 20. This will only help and assist Carden Park to reach their business targets and to bring in the customers. This means Carden Park covers the whole market covering all age ranges and not just with bedroom sizes and names, they have the facilities to bring the customers in and to keep them. Also with Carden Park having the facilities that they can offer it means they can bring in custom from the public and not just from people staying in the hotel. They primarily do this with the Golf courses and the Spa that they boast.
Carden Park primarily offer and market to classes A and B in the socio-economic table. These are people who are professionals and managers in their careers and tend to have a wealthy income. This is because Carden Park set high prices, for quality products and services. Also the excellence of the hotel, with it being of an upper-class and high standard the hotel want this image to be expressed to all the customers therefore Carden Park want all customers to be of similar sort. Finally if all customers are from the same back ground and have related jobs this will help them to bond consequently they will be more likely to have a greater time meeting different people and becoming friends.
Carden Park offers their services and products to people for all destinations from world wide to locally. The company are associated with the local tourist board ‘Visit Chester and Cheshire’ this will help bring in business locally and nationally as people from Britain will easily be able to gather the information from them, especially people from Cheshire as there are different information centres that are easily visited. Also Carden Park works with ‘Visit Britain’ this is an organisation that people from foreign countries can research to find out information on Britain and different attractions within the UK. With Carden Park working with this world-known organisation it means that people can find out information on them through the ‘Visit Britain’ and gain knowledge about Carden Park. Finally Carden Park has a website which is linked to the De-Vere group which people from all destinations can glance and book through.
These screenshots are taken from the Carden Park website and show the position of Carden Park from a world wide view to a local view which helps the to attract people world wide as they can see the location of the hotel from where ever.
In Carden Park they have the mission statement ‘This is the life’ and this reflects in the customer’s lifestyle when they’re in the hospitality of Carden Park. It is a relaxed and chilled atmosphere in Carden Park with the motto of the customer know best so that the customer will get what they want when they want, therefore if it’s possible then Carden Park will achieve their customer’s demands. For the customers at Carden Park there are many different services that they offer which is of a high quality service. There’s Spas, Hair Dressers, Gyms, Golf courses … Everything at Carden Park is the best that they can possible offer in a bid to get the best possible customers to make the most profit and revenue. Finally Carden Park offer these high quality products and services so that they can gain more custom but importantly bring existing custom back. Through these products and services that Carden Park offers they target a niche audience that need certain requirements. They aim at customers who have free time with the luxury of money in the bank to uses the services and product that they offer. A ‘Sunday Driver’ is a type of customer they try to target using psychographic segmentation. The stereo-type of lifestyle is one that has a sporty and expensive car with then tendency to spend money on expensive and high-prices good and services. Also with a wife who could possibly use the Spa treatment whilst there on one of the two PGA championships gold courses. Finally this type of customers is one whom could visit in both peak and off peak time but one who would repetitively return and visit. Theses are the type of customers that Carden Park desire and ones with a high classed life style.
This is a promotional offer for the on site Spa that Carden Park have. It is the different packages that they offer with the ‘Sunday Drivers’ high in mind when promoting. They also have different package for the Husbands and Wives. They are, men get a round of golf and the women get spa facilities for discounted prices. These offers can last for up to a weekend not just a day and is a popular demand at Carden Park.