LVS Presentation

8/7/2019 LVS Presentation

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- -International Marketing 2011 Las Vegas Sands Corp Market Entry


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In the last episode

A u stra lia


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In the last episode

A u stra liaA New Challeng

e


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In the last episode


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In the last episode

Where will LVS find her match?

?


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Entry Strategy


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In the last episode

How will LVS pick? Environmental Organisational

Management

Brisbane Melbourne SydneyAdelaideDarwin Perth Hobart

City


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Weight Brisbane Perth Melbourne Sydney

Macro Indicators 50%

Population Size 40% 6 5 9 10

GDP per capita 40% 9 10 9 8

Median house price 20% 8 9 9 10

100% 7.6 7.8 9 9.2

Business Potential 50%

Level of existing competition 10.00% 6 6 6 6Overseas population 5.00% 6 9 9 7

Neighbouring Cities 20.00% 7 1 9 8

Domestic visitors 20.00% 5 5 7 9

International visitors 20.00% 5 5 7 9

Tourism Expenditure 20.00% 5 5 7 9

Unemployment 5.00% 9 8 6 6100% 5.8 4.7 7.4 8.3

Final Weightings 6.7 6.2 8.2 8.7

The Secret Score Sheet


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Sydney

Why Sydney? High score in Macro Indicators High score in Business Potential /Higher level of tourism expenditures Significantly larger population : . %Population 31 7 born overseas

City

BUT


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Sydney

Theres

Somethingabout

Miriam

Problem:-Legislation in NSW only 1 gaming licence allowed

Sydney


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,Target PositionBrand


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Segmentation

Upper

Middle

Lower

Demographic

Segment by Geographic and Demographic

Locals

Geographic

Travellers


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Segmentation

Locals Travellers

Hi Inc

Mid Inc

Lo Inc

Geographic

Australia #Ranks 9 in GDP per capita2nd - .largest gaming market in Asia Pacific at $2 7 billion


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Segmentation

Locals Travellers

Hi Inc

Mid Inc

Lo Inc

Geographic

Psychographic

Segment by Psychographic

VIPs-Day Tripper

VIPs-Day Tripper

Holiday/Business

Convention

Holiday/Business Conv


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Segmentation

Locals Travellers

Hi Inc

Mid Inc

Lo Inc

Geographic

VIPs-Day Tripper

VIPs-Day Tripper

Holiday/Business

Convention

Psychographic , %In Macau 70 of gaming revenue is from VIP &Holiday goers are in the mind set to spend enjoy

Holiday/Business Conv


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Segmentation

Segment

Name

Quantit

yLocal Day-trippers 20%Local VIPs 15%

Holiday Travellers 40%

Business Travelers 25%

Possible Purposes ofVisit

(Applies to allsegments)

Hotel

Gaming Casual / VIP (High Rollers)

Dining / Shopping

Any Combinations of Above

4 Market Segments:


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Target

Sydney

Target: &Local VIPs Holiday Travellers&Highest propensity to gamble highest disposable income


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Positioning

Price

LuxuryPokie Parlours

OnlineGambling

: . . .Explore The Venetian Sydney Enticing Exotic Exclusive


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Brand

Extend the successful Venetian brand to Australia :Slogan , !V e n i c e d o w n u n d er


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MarketingMix


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:ProductThe Venetian Sydney

Similar to other Venetian properties &Venetian theme luxury

-5 star hotel ,3 500 rooms -All suite only

, . .400 000 sq ft casino

&500 tables ,2 500 slots

MarketingMix

Property Suites TablesSlotsThe Venetian LasVegas

,7 100 240 ,3 020

The VenetianSydney ,3 500 500 ,2 500The Venetian Macao ,2 900 600 ,2 200


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:Product . .1 million sq ft of Grand Canal Shoppes

Upscale restaurants and retail stores along Venice style canal waterways . . . &1 2 million sq ft trade show convention complex , - & , -1 800 seat showroom 15 000 seat arena

Host premium entertainment activities

MarketingMix


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MarketingMix

, !I m all blinged up gal


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:Price ,In line with other LVS pricing for all services and facilities

Premium to local competition :Accommodation

- /$350 450 night ( - / )Offer more compelling than Star City $279 329 night

:Food fine dining /Upscale buffet $80 entry

:Gaming ;$20 min @ day $30min @ night . /Slots min $0 50 play

MarketingMix


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:Promotion : +Focus ENHANCE TVS brand image INTEGRATE Australian influence Swirling Sands Show

...Initially resembles the Australian outback Plays didgeridoo music every hour Jets shoot out coloured sand that swirls and dances to the music Think Crown Casino fire show

MarketingMix


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:Promotion & Miranda Kerr Victoria s Secret Show Kylie Minogue like Celine Dion @ LV MasterChef Celebrity Chef Restaurant

:Promotion Mass Media Database Management Star City Strategic Alliances Responsible Gaming Program

MarketingMix


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PerformanceMeasure


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PerformanceMeasure

:Melbourne Gaming Market -Crown Casino a model for forecast : .Current $1 6 billion revenue

:Sydney Gaming Market :Current $2 billion estimated :Forecast $3 billionDue to increased tourism and

expansion of market

:Venetian Sydney %Conservatively estimate 40 market share

: .First year $1 2 billion revenue


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Wedding


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, , , ,I LVS choose you Sydney,to be my Market Entry to

respect you in your&successes in your

,failures and to love you& in sickness in health

:Quarterly EvaluationRevenue: / /Gaming Hotel

/Restaurant ShopsMarket size: Tourist

,arrivals ExpendituresFeedback: Customer

,Surveys Complaints &React immediately

accordingly


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I also understand my:risks /Changes restrictions in

legislationsSensitivity to

discretionary consumerspending and tourismEnormous capital outlays

I understandmarriage is not a.word It is asentence .a life sentence

But I m here to nurture

,you and to grow with,you and bring you more

tourists throughout the

.seasons of life

Now I pronounce you husban


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!Thank You

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