Event Marketing Plan Assessment Answers

Event Marketing Plan

Introduction

Event management is one of the leading industries in New Zealand. The government of the country works in the partnership with the event sector so as to create trade opportunities, employment opportunities, enhancing event sector capabilities as well as increasing opportunities for New Zealand pand promotion. The report aims to understand the event marketing plan for a food festival. The name of the event is the Wellington Food Festival and it will take place in the city of Wellington, New Zealand. The study will involve marketing goals and objectives for the establishment of the event. The opportunities presented by the event industry attract profit seekers to invest in this area. A strategic marketing plan illustrates appropriate strategies and steps that will be helpful in the preparation and implementation of the event. The plan will involve various components like mission and vision as well as objectives and goals. Competitive analysis is also done by the firm so as to identify its internal as well as external factors. The event marketing plan will also include value proposition and target audience. Thus, a comprehensive study of all the important factors will be performed. The planning section involves planning for the budget which will include advertisement cost, design and production cost as well as technology cost. The scope of the study is to understand the event industry of New Zealand and how a new business can enter the industry with the help of an effective strategic marketing plan.

Wellington Food Festival

Vision- Our vision is to connect you to the best of the New Zealand region from incredible food to exceptional chefs.

Mission- Our mission is to provide quality and healthy food as well as creating awareness of healthy food.

Event Description-the event will take place in the beautiful and attractive city, Wellington Waterfront, NZ. Many food producers are gathered to sell their healthy and delicious food. The event is totally family friendly with free tickets for under the age of 15s with free childrens activities and hands-on cooking workshops. The event will provide opportunities for local- food-related businesses and the event also have 2 cookery demonstration stages hosting visiting and local chefs. Many international chefs will also collaborate so as to provide a variety of delicious and healthy food. It will be a collaboration of food vendors and fresh produced food items in the event.

Marketing objectives and Goals

The main aim of the food event is promoting quality and healthy food to the people of the nation. This event also focuses on providing information and creating awareness about the preparation of food.

The SMART objectives of the event will be

Specific the event wants to capture 30 per cent of its major share in the food industry. It considers the objectives as feasible due to the fact that it is few among the event market players in the industry.

Measurable

It aims to capture 30 per cent of the market share. At the initial phase, the cost of the food products would be low so that the customers can be captured. The lower price strategy is also highly solicited because the healthy food costs more and charging higher prices at the initial phase would be risky. After, some days, the profits are expected to be 40 per cent of the total cost.

Achievable

The event would be organised at the specific place where the demand is already high. Moreover, it would be one of the few events which will truly deliver the healthy products that are solicited by the customers. Thus, the objectives are achievable and the targets can be met.

Realistic The event aims to become the most recognized event by offering and promoting healthy and fresh food to the customers. It would achieve this target by lowering the margins in the initial days of the operations.

Time Bound The targets are fixed and the event has developed the right strategies to meet the targets. The targets of the initial days are determined in advance and thus they can be achieved on the right time. The main plan is to organise the event in 4 week and expect the returns in next 6 months.

Target Audience

The target audience will be referred to the focused customers who will engage in a relationship with the event. These customers are willing to consume the product along with having the capability to afford the same. The youths of the country are found to consume a comparatively large proportion of healthy food (Lo, Chiong, amp Cornforth, 2015). The main target audience will be niche customers with high income group. The age group among the targeted consumers will be between 18 to 35 years. Most of the people in New Zealand, do not compromise on the quality of the food. Thus, customers with higher health consciousness will be targeted (Litt, amp Hargittai, 2016).

Value Proposition

The event will increase its value proposition by providing customers with delicious, fresh and healthy food. The market analysis will be done so that the customers will be provided with the expected products (Frow et al., 2014). The event will eventually provide many opportunities to the local food producers as well as local restaurant chefs so they will be able to attract their targeted customers by offering them delicious and quality food (Chandler, J. D. amp Lusch, 2015). Competitors offerings will also be analysed and the most competitive products will be offered. Moreover, there will be international chef collaboration which will result in provisions with variety of tastes and culture among provided services, also there will be multi-course preparations. This will be acting as a competitive advantage in companys favour.

Situation Analysis (SWOT analysis)

The SWOT analysis is a strategic framework tool which is used by the organisation so as to identify their internal strategic factors which include strength and weakness as well as external strategic factors which includes threats and opportunities (Yuan, 2013).

Strengths- good venue location around the targeted area such as town hall, as Wellington is a very attractive city of the country and more and more customers visit the city. There are many parking facilities available in the city which also helps in attracting the customers as well as easily accessible (Xingang, Jiaoli amp Bei, 2013). The event will be held at town hall, in order to justify all the associated factors regarding the event. Organising any event helps in engaging the potential and prospective customers. The local food producers can achieve profits by providing them with healthy and delicious food. The event has majorly focused on using the media tools so as to inform about the event to the targeted audience and generating the community interaction. There is a strong relationship with partnerships and sponsors. The prices are comparatively less as compared to other events as well the event also has focussed on providing the smoke-free environment.

Weaknesses- limited time in the preparation for an event and lack of group experience in planning for a large scale of an inclusive event. There can be the possibility of poken equipment before the running of the event. There is also a shortage of the funds as the firm has to approach to the various sponsors as well as there is also a shortage of the volunteers. There is also the less experienced staff.

Opportunities- the event can also include the music festival along with its food festival. The chances of getting profits can be increased. The majority of the customers visit those events which are offering music along with the delicious food. The events can take place in the mid of the summer-winter season. The firm can gain the competitive advantage by offering a variety of food products along with conducting many activities so as to attract not only the young people but the childrens can be also targeted as the potential customers. The firm can target both children as well the youth people and the even can also focus on providing the smoke-free environment to the audience. This can become a trend on social media which can play advantageous for the company.

Threats- Many events take place in New Zealand and there is intense competition in the event industry. There can be possibilities of the bad weather due to which an event cannot take place which can be resulted in the losses. Apart from this the existing policies does not have any backup plan and this can create a major setback in the event, if anything goes south.

Competitor research

The competitors of the event are Marlborough Wine and Food Festival, Gisborne Wine and Food Weekend. These two competitors are providing food along with the drink. The direct competitors of the event are the Port Chalmers Seafood Festival which is only focussing on providing the food products. Port Chalmers Seafood Festival is also proving the transport facilities to its customers and the pricing of this event is comparatively high. Different pricing strategies are adopted by Marlborough Wine and Food Festival for masterclasses 75 per person plus fees and platinum package for the two persons which is 3500 plus fees. As the ticket fees of these events are comparatively high than Wellington Food Festival event. The main aim of this event is to offer healthy and delicious food at an affordable price as well. We will be trying to use placing our tables close to our competitors so that consumers can compare our services directly with our competitors.

Marketing Mix

The product which is SEA FOOD FESTIVAL, offered in the event will be the fresh variety of seafood including crayfish, whitebait scallops, paua (abalone), scallops, salmon and blue cod and among them, burgers are the popular choice among the people of the city.

Price- the prices of the tickets will be 100 per person and can be collected through online portals, as the firm is majorly focussing on the youth people of the country who are health conscious as well. The event will also provide the platinum package for the two people as well which will be 200.

Place- The event will take place near the town hall of city of Wellington of New Zealand.Promotions- the organisation has used various promotional tools in order to create awareness about the event which includes advertisement, direct marketing, public relations, print media, and sales promotion and so on (Khan, 2014). Most of the events use websites and social media tools. The main aim of the event is to engage the attendees to visit also to attract the partners to invest money and share a positive word about the product. In this event, the company will use paid up form of media so as to attract more and more customers not especially about the city but will also promote the event to all the regions of the customers. These promotional tools will be also useful in giving information to the food local producers, which will ultimately help them in attracting prospective customers by offering them healthy and delicious products. The main promotional tool will be Facebook and the other entire digital platform as well.

PROMOTIONAL TOOL SPECIFIC MEDIA AND/OR PLATFORM

Advertising Facebook ads

Public Relations Television, newspaper

Personal Selling Trade shows

Direct Marketing

pochures, website, email-marketing

Experiential Marketing Interactive marketing

Sales Promotion

Discounts

Other t-shirts

Partnerships and SponsorsThe major partner and sponsors would be top chefs which are named as Peter Gordon, Josh Emett, Annabel Langbein, Al pown and the top restaurants as well. On the other hand, the potential sponsors would be Wellington community trust, the lion foundation, best foods and so on. Thus, the sponsorship helps the organization in creating visibility of the pand, target marketing, building relationships and community goodwill and so on. Moreover, it also provides financial support and is primarily used to achieve the specified goals. The overall budget of the sponsorship package would be 4500.

pand- the tagline of the event would be the eat fresh, live well and the logo of the event is

116967080010Wellington Food Festival 20202K20

00Wellington Food Festival 20202K20

BudgetCATEGORY FREQUENCY COST BUDGETED AMOUNT

Advertising

Facebook Ads 1,8000 20,000

Print Advertising 8000 10,000

Other Advertising 14000 15000

Marketing Collateral/ Merchandise

pochures 8000 8000

T-Shirts 5000 5000

Other promotional materials 3000 3000

Design ampProduction Costs

Graphic Designer 10000 10000

Photography 12000 12000

Other Production Costs 90000 90000

Technology Costs

Domain Name 6000 6000

Website Hosting 4000 4000

Website Maintenance 7000 7000

Other Technology Costs 10000 10000

TOTAL MARKETING BUDGET 2,00,000

Activities amp MessagingYEAR 2020

JANUARY - in this month the event will be promoted through Facebook ads. FEpUARY- in this month event will be promoted through pochures. MARCH- in this month the event will be promoted by digital tools i.e. twitter as well.

APRIL- in this month the event will be promoted by giving a t-shirt to the audience.

MAY- in this month the firm will promote the products through the posters.

JUNE - in this month the event will be promoted through Facebook ads and television.

JULY- in this month the event will be promoted through Facebook ads and television.

AUGUST- in this month the event will be promoted through Facebook ads and television.

SEPTEMBER- in this month the firm can promote its event by using print media.

OCTOBER- in this month the event can be promoted through word of mouth. NOVEMBER- in this month the firm can promote its event by using print media.

DECEMBER- in this month the firm can promote its event by using print media.

Metrics

OBJECTIVE STRATEGY TACTIC METRIC

The main objective of the event is to create an awareness of healthy food. The strategy of the firm is to provide access to the local producers through which they can attract new customers as well as can achieve the profits. The main promotional tool used by the firm will be Facebook ads during the months of June, July and August. The customers are informed through various promotional tools which include print media, Facebook ads and so on. It is observed that many customers are liking the event theme and they also going for online tickets booking.

References

Frow, P., McColl-Kennedy, J. R., Hilton, T., Davidson, A., Payne, A., amp pozovic, D. (2014). Value propositions A service ecosystems perspective. Marketing Theory, 14(3), 327-351.

Chandler, J. D., amp Lusch, R. F. (2015). Service systems a poadened framework and research agenda on value propositions, engagement, and service experience. Journal of Service Research, 18(1), 6-22.

Yuan, H. (2013). A SWOT analysis of successful construction waste management. Journal of Cleaner Production, 39, 1-8.

Xingang, Z., Jiaoli, K., amp Bei, L. (2013). Focus on the development of shale gas in ChinaBased on SWOT analysis. Renewable and Sustainable Energy Reviews, 21, 603-613.

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