1449 1471 1478 1540 - warwick castle · pdf filecoca cola, walkers, nestle and mastercard....

1421Earl of Warwick supervises trial of Joan of Arc

1445Henry de Beauchamp becomes Duke of Warwick

1449Richard Neville becomes Earl ofWarwick

1471Richard Neville (Kingmaker), dies at the Battle of Barnet

1478George, Duke of Clarence imprisoned and killed

1540Further development at the Castle -including a new roof for kitchensand building of the spy tower.

De Newburgh

Duplessis

Maudult

De Beachamp

Neville

Plantagenet

Dudley

Rich

Greville

The Earls of Warwick

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Key stage 3&4

Leisure &

Tourism

This subject area offers pupils an insight intothe various marketing techniques implementedby Warwick Castle to ensure they are meetingthe customer’s needs and expectationseffectively. The worksheets help provide pupilswith an understanding of how Warwick Castleutilises these tools to find out who theircustomers are and what they want in orderto target them effectively.

Answers to Worksheet 1QUESTION 1 NOTES

This question should be completed whilst atWarwick Castle, once pupils have had time tofamiliarise themselves with the events andattractions across the grounds. Some possibleanswers are:

Young Families – Pageant Playground andPrincess Tower

Families with Children – Kingmaker and Dream of Battle

16 – 24s – Castle Dungeon, Towers and Ramparts

Overseas – State Rooms and Royal Weekend Party


This task can be completed as a pre or post visitactivity and the internet can be used to gaugedifferences in prices.

Answers to Worksheet 3

QUESTION 1 NOTES

Pre Visit – pupils should think about the type oftools which make radio and television advertisingeffective (for example a catchy jingle, clearmessage and witty slogan). This exercise willencourage pupils to consider these tools.

QUESTION 2 NOTES

A range of direct mail communications can bestudied here and pupils can be encouraged torate the effectiveness of each item.

Teacher notes

Marketing in Leisure & Tourism

ADVERTISINGWarwick Castlealso advertiseson the television.The advert can beseen on our websiteat www.warwick-castle.com underthe entertainmentsection.

DID YOUKNOW?

Answers to Worksheet 4

PUBLIC RELATIONS ACTIVITYAs a further area of study of PR, pupils should readtheir local (or a national) newspaper for examplesof public relation stories. For the article they haveselected, pupils should be asked to write a shortparagraph about whether they think the story hasgenerated an effective piece of public relationsand volunteer suggestions for their answers.

SPONSORSHIP TASKThis sponsorship task should be completed whilstat the Castle or post visit. Encourage pupils toconsider different categories of potential brandsponsors, for example confectionery, travelcompanies, clothing manufacturers and retailers.

QUESTION 2 NOTES

Gate Maps (which are handed out to guests as theyenter the Castle) frequently feature promotionaloffers for other Merlin attractions. Reference toother Merlin attractions can also be found inliterature relating to the Merlin Annual Pass.


Some of the facilities on offer at Warwick Castlewhich cater for the family market include:baby changing facilities, child menus in therestaurants, toys on sale in the retail outlets.

QUESTION 2 NOTES

Possible answers to this question could be:

S• Children off School

• Families want tospend time together

• Festive Spirit

• Castle decorated

O• Family Events

• Parties

W• Free Attractions inshopping centres

• Busy

• Tight budgets

T• Bad weather

AN INTRODUCTION TO MARKETINGEffective marketing involves getting the rightproduct to the right people at the right time.Most organisations have a specialist marketingteam whose main aim is to ensure that theorganisation is effectively meeting thecustomer’s expectations and needs.

MARKET RESEARCHBefore an organisation thinks about what it isgoing to promote it is vital for them to find outwho their customers are and what they want.

To answer questions like this, companies willconduct market research. This can be done inthe following ways:

Postal or online surveys – which involve mailingquestionnaires to selected people.

Telephone surveys – this involves going throughthe questionnaire on the phone.

Personal surveys – involve customerscompleting their questionnaires face-to-face.

Observation (including focus groups) – thisinvolves trained market researchers observinghow customers react to an organisation’sproducts or services.

For Warwick Castle, the use of the ‘Touch Screen’questionnaire, which is located at the exit, isone of the main ways customers experience,expectations and feedback are researched.

TARGET MARKETINGTarget Marketing is the development andpromotion of products that appeal to a specificmarket segment. There are a number of waysthe market can be split into segments. The mostcommon ways are by; age, gender, social group,lifestyle, ethnicity or occasion.

WARWICK CASTLE’S TARGET MARKETFrom various pieces of market researchundertaken, Warwick Castle have identifiedthat they have several ‘target markets’ –Young Families, Families with Children aged 10+,16 – 24 year olds and Overseas guests.

QUESTION 1Suggest some features or attractions at theCastle which you feel were introduced toappeal to these target markets. Why?

Marketing in Leisure & Tourism – Worksheet 1

THE MARKETING MIXKnown as the marketing mix or the Four Ps,the following are the basic, tactical componentsof any marketing plan.

• Product – the tangible goods on offer

• Price – how much the goods cost the customer

• Place – how the goods are sold

• Promotion – all the tools available to the marketer

PRODUCTThis term covers both goods and services.At Warwick Castle, ‘goods’ are items that areavailable in the shops, such as souvenirs andgifts and ‘services’ are the features andattractions you experience when here.

BRAND NAMEThis is the name given to a specific productor service to set it apart from other similarproducts. Many organisations combine a brandname with a logo to help make it recognisable.The world’s biggest brand names includeCoca Cola, Walkers, Nestle and MasterCard.

Whenever we launch a new exhibit or event atWarwick Castle we always endeavour to createa brand name and logo that is synonymouswith the experience. The Castle Dungeon andPrincess Tower brand names and logos arenot only used in all literature relating tothe attractions, but have been extended tomerchandised items. Look out for these andother logos during your visit to the Castle.

QUESTION 1Suggest an alternative name for any one of theattractions at the Castle that you think bestevokes the experience and captures theimagination. Design a logo for the attraction(consider the colour and style of lettering you use).


PRICEIt is vital that organisations offer customersa suitable price for their products or services.If the price is found to be too high, people willnot be prepared to use them. There must be abalance between offering a customer ‘value formoney’ and an organisation making a profit.

At Warwick Castle we have defined four levelsof visitor price variation; off peak, peak,combination tickets and Annual Pass rates.

QUESTION 1Using the internet, investigate some ofWarwick Castle’s competitors (such asKenilworth Castle or Cadbury World) andthe prices they charge for entry to theirattractions. Suggest reasons for anyvariation in entry price.

PLACEThis is concerned with how customers wouldreceive the goods or services offered andincludes both onsite and online.

PROMOTIONThe last P in the list is promotion. This meanstelling customers what is on offer andpersuading them to trail or buy the productor service. The marketing toolkit includes:

• Advertising

• Direct Marketing

• Public Relations (PR)

• Sponsorship

• Sales promotion

• Online


Promotional Tools

ADVERTISING Advertising describes the display or broadcastof information about a particular product orservice in a favourable way and can be carriedout in a number of ways, including: television,radio, print media, outdoor, viral and online.

Question 1List three adverts you have seen which haveencouraged you to buy a product. What do youthink made these adverts successful?

DIRECT MARKETINGDirect marketing involves sending or givingpromotional materials directly to customerseither by post, over the telephone, email ordoor to door. Warwick Castle also sendsregular e-newsletters to subscribers.

Question 2Study an example of direct mail which aparent or friend has been sent. Who is thecompany sending it to? Why are they sendingit? Does it successfully communicate itsmessage? If not, why not?



PUBLIC RELATIONS ACTIVITYPublic relations (PR) is different to advertising.Whereas advertising costs money, PR relies onpersuading newspapers and publications tofeature a product, attraction or service as partof its editorial content. One way this is achievedis by sending press releases to journalists.

SPONSORSHIPSponsorship is when one organisation givesfinancial (or other) support to something inexchange for their name being associatedwith that product or event.

TaskImagine you are the marketing managerof Warwick Castle, seeking sponsorship forthe Princess Tower and the Castle Dungeon,targeting families and the 16 – 24s marketrespectively. List three potential sponsorbrands for each attraction detailing whyyou think there is a fit both with theattraction itself and the target market.

SALES PROMOTIONSWarwick Castle uses sales promotion to driveadditional sales within its restaurant and shops.Look out for examples when exploring the Castle.

Question 1List one example of a secondary sale itemon display in the shops. Why do you thinksuch item is stocked?

Question 2What evidence can you find at the attractionfor encouraging repeat visits to WarwickCastle and any other Merlin Attractions(e.g. Sealife or Alton Towers)?

ONLINEThe Warwick Castle website (www.warwick-castle.com) is central to all marketing activity.The site features information on the eventsand attractions, pricing information, detailsof how to book and special events and offers.

NEW SCREEN SHOTSQuestion 1Design an additional page for the WarwickCastle website which you think wouldappeal to the young family segmentof the attractions visitors.


PROJECTS AND ANALYSISQuestion 1Considering the family market, what evidencecan you see at Warwick Castle that thisvisitor group is being catered for? You mightwant to not only consider the events andattractions, but the facilities on offer too.

SWOT ANALYSISSWOT Analysis is an essential tool in planningand evaluating the Strengths, Weaknesses,Opportunities and Threats involved in a project.It can be used on a wide range of projects notjust in marketing.

Question 2Warwick Castle is open 364 days a year andso experiences each season. As MarketingManager develop a SWOT Analysis for aChristmas Event over the festive period.


Question 1Following your visit to Warwick Castle,conduct a survey of 20 people (e.g. friendsand family) to find out who they perceiveWarwick Castle’s target market to be.You don’t need to select people that havenecessarily been to the attraction – advertisingcampaigns they have seen will mean theyprobably have an opinion about who the Castleis aimed at. As part of your survey, find outwhether they intend to visit the attraction in thefuture. Once you have completed your survey,present the results to the rest of the class.

Please use a separate sheet of paper for this.

Question 2As Marketing Manager for Warwick Castle,you have been set the task of encouragingmore young families to visit the attraction andincrease guest satisfaction within this marketsegment, as it has been suggested that thereare further growth opportunities here.

Consider what research you would needto undertake to achieve the above.

Using all elements of the four P’s ofthe marketing mix, devise a strategyfor encouraging more families to visitthe attraction. Use the space below.


1449 1471 1478 1540 - warwick castle · pdf filecoca cola, walkers, nestle and mastercard....

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