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Castle Bingo is the main trading arm for Castle Leisure. Last year they celebrated its Centenary year, having been incorporated in 1911, although it has been trading as a Company since 1856, making it one of the oldest private companies in South Wales.
Castle Bingo has eight, modern bingo clubs situated in the main population centres in South Wales namely Bridgend; Merthyr Tydfil; Nantgarw; Neath; Morriston, Swansea; Uskway, Newport; also Canton and Newport Road in Cardiff; this has made it the market leader in the Welsh bingo market. A further three units are in England at Barnes Hill in Birmingham, Bootle in Liverpool and Corby in Northamptonshire.
Their initial success has come from their membership drives for the purpose built clubs which offer the modern bingo player comfortable seating, the very latest in bingo technology and value for money catering and bar offerings in stylish surroundings. Also, the prize funds available are substantial through a selection of jackpots and progressive jackpots ensuring that the majority of games have the potential of making a significant difference to a player�s life. One of the bigger pots on offer is the ‘Giant Jackpot’ which is a minimum of �40,000 and is played on various games throughout the day. It has also responded to the opportunities afforded the gambling market through online gaming and it offers a number of unique promotions and giveaways for online customers, players will find that the ethos has been transferred from their offline business to the online offerings.
—Your Role —
For the purposes of this assignment you are still the Marketing Assistant in the Cardiff HQ of Castle Leisure. After the sterling work that you have done on their data management system they are now interested in undertaking their own Marketing Research. They are especially concerned about the two types of customer they now have namely the off-line (attend the clubs) and the on-line gamers (use the internet and their website) and if there are any differences in the players; are they just the same people only they are playing in both formats? or are they different customers with different requirements and expectations.
–TASKS–
You are required to write a report for the organisation that;
1. Includes an introduction covering a definition and brief discussion on marketing research.
2. Provides a research proposal for Castle Leisure to direct their Marketing Research agency to investigate differences in customer requirements between off-line and on-line bingo games.
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