Zealand Academy of Technologies and Business,

Campus Køge

Second assignment: Marketing plan for Gavnø Castle

Prepared by:

Bipana Devkota
Geeta Pun Magar
Jens Andersen
Joshua Dufke
Kajal Rai
Mirela Ionescu

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Table of Contents
Summary...................................................................................................................................2
Situation Analysis.....................................................................................................................3
Marketing Strategy...................................................................................................................5
Economic Goal......................................................................................................................6
Marketing Goal....................................................................................................................8
Competition Strategy.........................................................................................................9
Product Strategy................................................................................................................16
Price Strategy.....................................................................................................................16
Promotion Strategy............................................................................................................17
Distribution strategy..........................................................................................................18
Activity................................................................................................................................20
Time.....................................................................................................................................21
Price.....................................................................................................................................21
List Of References:.................................................................................................................24

Number of keystrokes- 23,966

Summary of the assignment
Our current paper is aimed to create a marketing strategy for Gavnoe
castle based on TOWS analysis. As our marketing product, we agreed
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on promoting their painting collection across Denmark. According to
our research, we agreed on targeting young adults, locals,
internationals and tourists at 20 years old and above as visitors. We
therefore applied the S.M.A.R.T chart to the economic goal and
A.I.D.A chart to the marking strategy. In addition, our action plan
consists of promotion, distribution, marketing budget, time and
activities of printed media and online advertisement.

We believe that our product will cause interest and exposure for the
Gavnoe Castle which will bring in new and returning customers from
across Denmark by the size of the exhibitions campaign. Hence,our
intentions are to reach publicity and a profitable revenue for the gavno
castle.

Situation Analysis

By the creator, Albert Humphrey 1925 - 2005, we have made an

analysis based on our previous findings in the SWOT assignment of
the Gavnø Castle of the 2nd Theme. The TOWS analysis developed
by Heinz Weihrich concluded our possibilities for improvement in our
marketing plan. Through discussion and combinations of what are the
strengths, weaknesses, opportunities and threats as well discussion
with our supervisor to correct the initial assumptions of the groups
approach to marketing. We have agreed to follow the identification of
maxi-maxi strategy as our product for marketing strategy.

S. Strengths W. Weaknesses

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TOWS 1. Castle location
ANALYSIS 1.Painting Collection 2. Not enough exposure
2. Seasonal Package 3. Insufficient parking area
4.Christmas Market
6. Antique Rooms
7. Tulip Festival

O. Opportunities S1 – O2: Lending W2 – O2: Accelerating its promotion

1. Government paintings to the national through (using its) partnership.
Funding museum or at a cost to
2. Partnerships attract customers by their W3 – O1: Create a ticket to experience
Promotion art interests e.g. multiple open to the public royal
3. New Reproduction of paintings houses of Denmark during their open
Application is possible. season(s) to cause attraction and
4. No Equal interest
competitors

T. Threats S5 – T2: Installing new W2: Advertising using broad

features to the Gavnoe marketing campaigns (tv, billboard,
1. Change of law Castle e.g. roof over radio, social media, appointing brand
2. Weather garden walking path. ambassadors).
condition
S2 – T2: Seasonal W3 – T2: Expanding the Gavnø
packages according to the Castles parking area by locating a
weather e.g. change the temporary spot during big events.
price if the customer does
not get the chance to
experience the service
providers product in
autumn.

Marketing Strategy

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Marketing strategy is a business scheme which is planned for the
growth of the company in the market through effective marketing,
promotion and advertising. – (MBASkool, 2011-2019
This strategy helps to achieve long-term marketing goals, competition
with competitors, increase customer base, helps to communicate with
the customer about mission, vision and values of the company. –
(MBASkool,2011-2019)
To make an effective marketing approach for our product (Painting’s
Exhibition), we are mainly focusing on better customer targeting,
research and market segmentation. In addition, we are using the
S.M.A.R.T model for composing coherent, measurable, and practical
economic goals and the A.I.D.A model for marketing goals to
discover the new market and potential customers for the product.

Economic Goal

The S.M.A.R.T Chart

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Initial Goal To Find Primary Resources That Are Reliable &
Usable To The Gavnoe Castle.
S. Specific The Return Of Investment Must Be Profitable But
Not Miniscule To What Is Set Out In Order To
Achieve Our Actions
M. Measurable In Reach To The Gavnoe Castle’s Capabilities In
Terms Of Distance & Cost
A. Achievable Advertising Their Offer
R. Relevant Our Proof Of Data Must Be Viable & Reliable To
Create Our Product
T. Time We Aim To Reach Our Customer Segments By
Having A Realistic Time Frame Of Action
S.M.A.R.T Goal Generating Revenue

From the amount of DKK50,000 per activity to which we have two in

consideration for our tactics - (Hubspot Article by Lindsay Kolowich,
Published 2019) in the interest to generate a profitable return on
investment, we set out to reach our full use of the budget but to not
overcome the amount needed to be used. In our best interest would be
to use the sum towards gaining visibility over an extended period of
time by carefully planning when would be the optimal time to begin
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marketing our product and when to renew the showcasing
advertisement e.g. printed posters. To design the product’s marketing
advertisement, we would rely on the current graphic designer that the
Gavnoe Castle relies on to design their presentation to the public,
HelloHello Designer’s Group. Since they do have experience with the
Gavnoe Castle. By the estimation of the publisher, VistaPrint whom
allow calculations to be done by their website. We can confidently
and reasonably start printing at 200pcs of A2 poster size papers for
our product launch at a cost of DKK12,657 incl. VAT.
In the art world, there are multiple associations and entrepreneur
funds that may aid the Gavnoe Castle in its venture. We expect that
our revenue would increase pending on how well targeted
advertisements are located and undamaged. By the revenue generated,
we rationally assumed the sum raised will be directly kept to the
Gavnoe fund - (26th.Sep.19, Interview - ‘’all the money raised is only
for the fund’’). However, we expect to acknowledge transportation
and handling cost of which may be too calculated online by the
provider 3xwilhelmsen (list of references). Their estimation states by
weight and size of packages of Gavnoe Castle artwork (we assume
80kg), small to medium, would be, as an example, DKK2,725 (incl.
VAT, Insurance and roadtools, however, excl. Package Return) from
the Gavnoe doorstep to the national museum. At the extent our
economic goal, a total amount of DKK17,507 incl. handling of
artwork, transportation to destination and return, a sizable amount of
advertisements and excl. cost of design. The above beginning theory
reaches our goal which is confident and reliable enough to expand our
measurements in the plan of action.

Marketing Goal
A.I.D.A chart

Initial Idea Generating Publicity

A – Attention  get customers attention through platforms like

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 social media(facebook,instagram,web pages)
 Displaying posters in popular public area
I – Interest  Northern’s Europe largest painting collection
 More than thousands of Tulip flowers blooming
D - Desire  Seasonal packages
 Considering negative and positive feedback to
build customer relations.
 Restoration of rooms
 Gavno’s Brewery
 Painting collection

A – Action  Beer sample to make customers act

immediately on the product.
 Events
A.I.D.A Goal  To receive new and returning customers.

The goal of Gavnø is to attract new and returning customers. So to

begin with the A.I.D.A. method, we decided to adopt posters for
Gavnø advertisement to establish its brand existence for the potential
customers. The poster promotion within the model will showcases
attractive information and offers regarding Gavnø products that will
help create a scenario during the indirect cross-communication
between Gavnø and customers to increase and hold their interest and
desire level. After the effective impact on customers in regard to the
A.I.D.A. model, its remaining stage of action will help trigger a sense
of priority or eagerness to encourage customers to initiate an act of
purchase.

Competition Strategy

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As we decided to take Gavnoe’s painting collection as our marketing
product, we will present below one of the most redoutable
competitors:

Rosenborg Castle
It is a Renaissance castle which became Kings’ Frederik IV favourite
place and which is hosting in the present The Danish Royal Collection
along with many other tapiseries, marble statues, antique arms and so
forth (http://www.kongernessamling.dk).The fact that Rosenborg’s
collection is wider it represents the first advantage over Gavnoe
because it provides the visitors with a deeper knowledge about the
Danish history and about the Royal Family.The second advantage, is
represented by the price.Therefore, we can find five categories of
price aimed to different segments, as it follows:

- adults: 120 kr
- children (0-17 years): Free admission
- groups (min. 12 pers): 100 kr per person
- students (with valid ID): 85 kr
- combined ticket Rosenborg & Amalienborg 170 kr

Moreover, Rosenborg’s pricing includes entrance to the museums that

are part of the Museums’ Park, namely,The David Collection, The
Workers Museum, The National Gallery of Denmark and The Natural
History Museum of Denmark for 245 kr. Furthermore, it is worth to
say that all these museums are located at a reasonable (walking
distance) from Rosenborg, whilst the other tourist attractions offered
by Gavnoe through their partners are located along Denmark and
some in even in Sweden.
The third advantage we came across as potential customers ourselves,
is the location.Compared to Rosenborg which is located in the heart
of Copenhagen making it thus highly accessible for both locals and
internationals, Gavnoe is located in Naesteved (South Sjaelland)
which makes it less accessible by public transport.

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Segmentation

In our segmentation, we searched for possible demographics that

would initially be an area to realize in terms of gathered information
from the interview on the 26th/Sep/19 as well to our own
comprehension to studied class examples on creating our marketing
awareness and of what our product and company consist of in the
service industry. From that, considerations of using Hollensen 2015
STP approach - (2019, Class Material) in sourcing out favorable
factors is regarded as since any market segmentation is descriptive
and not predictive according to Hollensen, Svend. Our findings are
based on what situation would a customer have to be involved with in
factors to be in need or want of the Gavnoe Castles availabilities. We
take the following likelihoods of who is our identifiable segment and
for whom our product may be for in segmentation by taking
opportunity into distinction to what and how much may a customer
purchase.

Segment Variables Market Segmented Groups

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Socio – Gender Male, Female
Demographics
Age 20 And Above

Geography Countries, Cities, Regions, Nations, Countries

(Local & Abroad)

Social Class Middle Class and Above

Religion Christianity

Occupation Conservator, Artist, Historian, Students

Income Middle Income Families & Above

Events Gavnoe Castle Art Exhibition

Lifestyle Whole Families, Single Parent Families, Personal

Interest

Race European, Worldwide

Education Academic, Bachelor, Master, Phd

Specific Tourist
Interest

Behavioristics Readiness Trial, Awareness, Interested

Ability & Mindset:

Experience Focusing on what the feelings of the customers
could be when being exposed to historic paintings

Loyalty Moderate

Low, Moderate
Usage
Frequency

Psychographics Lifestyle Experiencer, Adventurous, Curious

Personality Feeling, Thinking, Interested in the Unknown

Sought For Price & Service Service – Conscious, Experience - Conscious

Benefits

Product Reaches Consumer’s Specific historical & art

Features Interest(s)

Product Attract Segment’s Attention By The Ethics Of The

Delivery Consumer

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Target Market

From considerations in segmentation of the likelihood in who could

this experience be for under considerable circumstances of how much
space, history, displayed nature and activity the Gavnoe Castle has to
offer and under what circumstances the company is built by. We
begin thinning or enlarging our scope for targeting in the market
segment by involving our data into considerable and effective
variables of what are market variables and who would be in our keen
interests. We further present this information in a table format -
(Hollensen, Svend STP table) to clearly see and explain the approach
area. We take higher note on relating to the current offers of the
Gavnoe Castle via website and data to agree on potential points. Upon
decisions of targeting, we acknowledge the specific information
leading to customer descriptions and interest. Our targeting is based
on the understanding to reapproach the current outlook with a new
approach of how already in place activities are being presented. For
example, taking the customer into account for being cost - conscious
and loyal whether high or moderate and taking considerations of what
else could that customer segment would be interested in as an
alternative yet the high customer loyalty will originally be meaning
that the Gavnoe Castle is in favourable consideration, therefore to
focus on low to moderate customers loyalties should be as
increasingly sought for as high loyalty will notice the Gavnoe Castles
new marketing strategy.
Variables In Considered Segment Segment Potential Groups

Socio – Lifecycle Whole Families, Single Parent Families, Personal

Demography Interest

Age 20 And Above

Gender Male, Female

Occupation Historian, Artist, Conservator, Student

Events Gavnoe Castle Art Exhibition

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 Specific Tourism
Interest

Local Counties, Cities, Regions

Geography

Religion Christianity

Behavioristics Readiness Aware, Trial

Usage Low, Moderate

Frequency

Psychographic Lifestyle Nature Interest, Adventurous, Experiencer, Building

Common Knowledge, Health-Wise

Sought For Price & Cost – Conscious, Service – Conscious, Experience -

Benefits Service Conscious

Product Prevails To Buyer(s) Availability For Purchase,

Features Reaches Consumer’s Specific Seasonal Interest(s)

Product Attract Segment’s Attention By The Ethics Of The

Delivery Consumer

Positioning In The Market

Lastly, to positioning clearly in a table format, we list only every
demographic factor of what type of customer and where could they be
when noticing or stumbling onto our advertising and for what reason
should they be interested in what is being advertised to them. These
are considerable factors to account for in reaching not only exposure
but keen interest as well in what is being displayed. We consider there
are multiple variables to take account in positioning to whom our
segment can be in person and what could be their situation of want,
need or interest. The following possibilities are ruled out amongst
Segmentation and Targeting as being the most important since it
covers not only where could potential centers be but how is the
product to be marketed and what are the details of what is to be
marketed.

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Product Positioning Point Potential Variables

Geography Local Counties, City, National, Region

Race Majority Danes, Tourist

Marketing

Sought For Price & Cost – Conscious, Service – Conscious, Experience -

Features Service Conscious

Product Prevails To Buyer(s) Availability For Purchase,

Features Reaches Consumer’s Specific Seasonal Interest(s)

Product Attract Segment’s Attention By The Ethics Of The

Delivery Consumer

Psychographics Lifestyle Nature Interest, Adventurous, Experiencer, Health-

Wise

Socio - Lifecycle Whole Families, Single Parent Families, Personal

Demographics Interest

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 Gender Male, Female

Age Children (3 – 13), Youth (13 – 19), Young Adult (20

– 35), Adult (36 – 60), Elderly (60 and above)

Events B2B Team Building, Professional Meeting Venue,

Ceremony, Gathering

Specific Horseback Rider, Hunter, Rifleman, art

Interest

Religion Christianity

Occupation Historian, Artist, (Business) Managerial Position,

Student

Abroad Tourists

Product Strategy

Through the TOWS analysis, we figured out our product from the
output of maxi-maxi strategy of strength and opportunities and that
specific product of Gavnoe Castle is their private art collection
founded by Count Otto Thott to preserve the portrait of Danish
culture, art and royal houses -(gavnoe.dk). These paintings holds an
unprecedented significance in the Gavno Castle - (as per interview
with Baroness). Since, it is taken as the heart of Gavno castle, our
main focus will be on paintings to make it more known by perspective
of Gavno Castle. These paintings has the value within the walls of
Gavno, so we want it to be explored by the target group who are our
direct market segment and to indirect customers. To make it more
exposable we have searched for the different exhibitioning places for
a strong marketing presence to enhance the gavno castle business.

Price Strategy
The price that we have made is based on what revenue we have in
mind for the Gavnoe Castle. Our product offer in its situation allows
us to seriously assume that we may charge or receive a sum of money
by the lending of paintings e.g by entrepreneurs who will fund such

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an exhibition - (Thomas Gonzalez, Art Loans since 2009). Scenario
one, as our case would be in partnership to locations of exhibition.
For example, the National Museum of Denmark, this purpose would
achieve publicity by a few pieces or a specific larger amount of art
pieces that should initially mean a greater interest. Amongst other
things, art transportation may be funded as well e.g. art funds -
(Danish Art Foundation) if exhibition plan turns out to be profitable
to be planned extensively to more than one location in one year.
Scenario two, utilise the unique opportunity with its strength by
causing a large private exhibition at art exhibiting sites which we
include Gavnoe Castle’s own entrance fee. We may rely as well on
funds by associations or entrepreneurs to aid a sum of the exhibiting
costs. The Table Below shows the following mentioned fund &
location providers.

The National Museum Of Denmark

Provider Entrepreneur Unspecified
Provider Association Max DKK100,000

Gavnoe Castle Art Exhibition

Per Art Piece Cost To Exhibit DKK60
Per person Entry DKK80
(pending exhibition size)

Promotion Strategy

We decided to advertise in the five biggest cities of the country i.e.

Copenhagen, Aarhus, Odense, Aalborg and Frederiksberg for our

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promotion. The flows of tourists as well as the majority of local
people can be seen in higher proportion for our product to market
them. In addition, those five places are the locations for several
universities and museums. So there could be opportunities for us to
attract more young people from these locations as our aim is to target
young adults and tourists to provide them a historic experience in this
21st century. We have made a convenient distribution plan like
posters, flyers and online advertisement for the customers to
showcase the Gavnoe art collection.

Distribution strategy
1. Posters – Positioning in densely populated areas in connection
to where potential customers may be located at that area itself.
Such as, open centre spaces, poster stations, shopping centres.
These locations are picked by a measured guess of where are
spot points that attract the most attention in diverse crowds of
customer segments. This realistic assumption is by libraries,
cultural centres. We will be placing the posters to all the
museums, universities of the main area of the cities, at or around
the Copenhagen airport.

2. Flyers – The flyers will be distributed by supplementary staff of

the gavno castle at the main city area, near universities,
museums and libraries.

3. Online advertisement - We are using the social media which

they already have, not in the same way but updating it.

Action Plan:
Focus area

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  Agreements To Exhibit, Transportation Is Thought Out
Carefully and The Distribution incl. Design Of Posters & Flyers
Goal
 Achieve Publicity & Generate A Profitable Revenue

Objective
 The Gavnoe art exhibition is meant to generate interest and new
visiting customers to the Castle

Strategy
 Posters will be placed in visibility to the general public
surrounding exhibition sites to reach our market segment.
 Flyers will be available within range to the exhibition site to
encourage for more customers.
Activities
 Identify Favourable Exhibition Locations.
 Identify potential areas to advertise.
 Identify viable time of exhibition e.g. short-term or long-term.
 Identify budget plan
 Identify valuable resources like experienced graphic designers.
 Launch advertisements
 Launch marketing campaign
 Evaluate the campaigns experience.

Resources & Support

 Approach Entrepreneurs or art funds for support pending the
size of marketing campaign.

Responsible Employee
 The Manager
 Accounting Manager
 Marketing Team
 Temporary Employees e.g. hand out flyers

Timeline
 Select works of art.

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  Transportation and set up.
 Begin print advertising in spring.
 Begin exhibition in late spring.
 Begin online advertising during summer
 Return historical works of art.

Measure Of Success
 Effectiveness of location.
 By the size of the space to exhibit.
 By the selection of art to appeal to interests.
 By the time given to potential customers to visit.
 Exhibition set up.
 Other possibilities of exhibition

Marketing Plan

Activity

1. Printed media (posters/flyers)

posters are to be placed strategically in different parts of any one
of the locations to reach maximum visibility but not thinly
across an entire town area but in focused spots of where tourists
and locals are located at a majority of the day time. These
posters may be re-spread out in locations where poster
placements are no longer visible e.g. damaged or covered over.
After the time period of the exhibition, the posters will be
removed as our obligation to not vandalize. Flyers containing
the multiple highlights of the exhibition and furthering
information are to be available and handed out in separate
locations to the targeted poster sites to gain further publicity and
awareness. We may rely on the following details to carry out our
marketing plan.

Printing company: VistaPrint

Designing company: Hello Hello Design Group
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 Transportation: 3xwilhelmsen transport company

Advertisement Locations: Major areas in Copenhagen, Aarhus,

Odense, Aalborg and Frederiksberg

2. Online advertisement
Social media (updating its existing social cities with the posters
and flyers on their main page)

Time

Time for printed media:

Begin advertising in the spring to cause interest in customer segments

Time for online advertising:

In the summer to keep potential customers interested

Time of exhibition: Short to Long Term Exhibition

Begin exhibition in late spring to end in late summer
 We have the max assumption of 120 days to exhibit the selected
works of Gavnoe Art based on the estimate assumptions of
resources that provide data of the length of exhibitions - (SME
Museum)

Transportation - 3xwilhelmsen transport company can load and off-

load from Gavnoe Castle to exhibit location and may handle the
returning of fine art. Further details are handled via mobile call to
personal meetings for instructions.

Possible Places for exhibition

1. National Museum (copenhagen)
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Insurance policy- making insurance -> in planning for the exhibition,
take funding amount coupled together with our own budget amount
and by the favorable total we have considered to have an insurance
policy.

Marketing Budget

Budget
Print Media DKK50,000
Online Advertising DKK50,000
Total Budget DKK100,000

Activit Pieces Price incl. VAT Size: Standard Quality

y
Poster 350 DKK22,149 A2

Flyers 2000 DKK717 (incl.VAT) A6

Online Advertisement
Gavnoe Castle Social Media (reuse Gavnoe Castle Experienced

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poster Design) Designers

Current Estimate Of 1 Exhibition

Print Media Poster & Flyer DKK 22,866
Online Social Media Unclear Cost
Advertisement
Artwork Size 160cm & Weight DKK 5,450 incl.
Transportation 80kg Handling & Return
Temporary Flyer Paid By The Hour, 4hrs Per Hour: DKK110
Distributor Per Day Distribution, 60 Per person :
Days of 4 months DKK6,600
2 Persons:
DKK13,200

Budget Used DKK41,516 Pending

Designer Cost
Budget Remaining DKK58,484

Supported Funds
Entrepreneur Unspecified
Danish Art Foundation DKK100,000

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List Of References:
https://www.gavnoe.dk/en/

http://www.kongernessamling.dk/en/

https://qualifio.com/product/campaign-formats/

https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-
descriptions-that-sell

https://gimmecca.wordpress.com/2010/11/03/brand-placement/

https://www.brandbykelly.com/how-does-your-brand-get-and-keep-your-
customers-attention/

https://www.entrepreneur.com/encyclopedia/pricing-a-product

https://www.marketingdonut.co.uk/customer-care/understanding-your-
customers/understanding-your-customers-overview

https://sendpulse.com/support/glossary/promotion-mix

https://bizfluent.com/info-7773304-purpose-marketing-communication.html

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https://blog.hubspot.com/marketing/marketing-plan-examples?fbclid=IwAR2X-
69dlitjCHg-v2ltW7rjZqLVXQiqAOVBTzIMqcdlteHV5DmPqiYR_AE

https://www.thomasgonzalez.com/?
gclid=CjwKCAiAx_DwBRAfEiwA3vwZYrTd93jQvOn4SQgl2adc35qdfiP8Hn
Gi1otcC7Wpf0GPHnPq3MmdBhoCZREQAvD_BwE#1566983171623-
554a2ecb-65fb

https://www.kunst.dk/english/programs/when-awarded-a-grant

https://spring-production.com/what-we-do/graphic-tasks/development-of-
powerpoints/

https://www.rosendahls.dk/

https://cobiro.com/marketing-plan

https://spinnakernordic.com/en/media-buying/

http://cphpost.dk/the-post/advertise

https://clutch.co/dk/agencies

https://clutch.co/profile/just-creativo#reviews

https://clutch.co/profile/sunrise#showmore

https://clutch.co/profile/quantads#showmore

https://clutch.co/profile/wethink

https://clutch.co/dk/agencies

https://3xwilhelmsen.dk/en/price-calculator/

https://www.vistaprint.dk/skilte-plakater/plakater?
xnid=TopNav_Posters_Posters_Signage+and+Trade+Show+Display&xnav=To
pNav

http://www.hellodesigns.net/gavnoslash-castle.html

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