• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22
  23. 23
    23

Global marketing-sensation

Extracts from this document...

Introduction

Marketing feasibility study Sensation in Singapore Table of Contents 1. Executive summary 2 2. Introduction to Sensation White 4 3. Macro-environment: Singapore 5 4. Competitive analysis 7 4.2 Direct competition 7 4.3 Indirect competition 7 5. Target market analysis 8 6. Market entry strategy 9 7.1 Marketing Mix - Product 11 7.1.2 Music 11 7.1.3 Rules and Dress code 11 7.2 Marketing Mix - Place 12 7.3 Marketing Mix - Promotion 13 7.4 Marketing Mix - Price 15 7.4.2 Profit and costs 15 7.4.3 Tickets 15 8. Conclusion 16 9. Appendix 17 10. References 20 1. Executive summary Sensation White is a unique dance event created by the Dutch promoter ID&T, incorporating music from different genres such as house, electro, techno and trance. The word "white" is referring to the dress code of the event, where crowds of up to 50.000 people gather to watch their favourite DJs while dancing the night away. It first took place in Amsterdam in year 2000, but has now spread to 17 other countries in the world including Australia, where Melbourne got to host a Sensation party last New Years Eve. The aim of this report was to create a marketing plan for a Sensation White event in Singapore, the first in Asia ever, and determine whether it would be feasible or not. Singapore was found to have a prime macro-economic environment for investment due to its economic and political stability and good location in South East Asia. Potential problems by holding an event like this in Singapore was found to be the strict laws that applies to drug abuse and littering, things that are normally associated with dance events. Unless excessive care is taken, Sensation can be hold liable for the misbehaviour of their patrons. There is very little direct competition to an event like Sensation in Singapore (and in the rest of the region), mainly due to its uniqueness. ...read more.

Middle

The Arts Entertainment (AE) License requires that a Singaporean citizen or one with an employment pass must apply on behalf of the foreign company. A program schedule, stage layout plan and song titles and lyrics must be submitted and applications can take up to 8 weeks to process (Government of Singapore, 2009). Additionally, setting up a designated smoking area for the event requires approval from the National Environment Agency (NEA) and if successful only 20% of outdoor area may be designated for smokers (Government of Singapore, 2009). Sensation will be held in Singapore Indoor Stadium (SIS) as well as the Stadium Green and Stadium Waterfront. It is Singapore's facility of choice when it comes to large-scale productions like concerts, exhibitions and, sports and entertainment events. Venue organisers offer a full range of services to ensure the success of events held at the stadium including event coordination, marketing, corporate sales, production management, crowd management and technical liaison (Government of Singapore, 2008). Therefore ID&T need only to collaborate with management at SIS to plan the implementation and operation of the entire event instead of putting together the production by sourcing a number of contracts themselves. Using one main service provider like SIS will also have a number of advantages such as: local knowledge to gather best resources, time and cost savings, operational efficiency and effectiveness since venue organizers would be very experienced in organizing events. 7.1 Marketing Mix - Product Since Sensation White is a strong brand built on certain features such as the characteristic music, dress code and visual arts, that are intended to be uniform wherever the event is held, we have chosen not to change the product in any particular way to better suit the Singaporean market. Sensation White is meant to be a similar experience in whatever country you visit the event, may it be Russia, Denmark or Australia. 7.1.2 Music All DJs in the main room will play for 2 hours each and the line-up will consist of highly regarded international artists, representing a diverse selection of electronic dance music ranging from house and electro to trance and techno. ...read more.

Conclusion

30.000/45.000 = 0.66% From this whole estimation we can establish that a total of SGD 2.753.705 (0.66*AUD 3.780.000) is available for us in order to cover our cost. If this is sufficient it will mean that our profit from only ticket sales (excluding money from merchandise and sponsors) will equal the estimated price mark up of SGD 1.837.846 (0.66*AUD 2.520.000). b) We figured out that we in total would have to pay for 10 hours of a high international DJ rate. We also have to pay for 12 hours of a medium international DJ rate. Finally we have to pay an additional of 14 hours of a local DJ rate. We will also have to pay for hotel and travel expenses for our 10 international DJs (The different DJ rates are only examples since information on this is lacking. Real rates are however according to our research believed to be similar.): Calculation: 10*SGD 8.000 (high international DJ rate) 12*SGD 4.000 (medium international DJ rate) 14*SGD 1000 (local DJ rate) 10*SGD 5000 (hotel and travel expenses for international DJs) Total cost for DJs: SGD 192.000 2) Regular ticket - SGD 155 plus ticketing fee Gives you entry into the main room and both of the side rooms. (23.000 tickets available) VIP ticket - SGD 215 plus ticketing fee Gives you to entry into the main room, the side rooms, the VIP room and several VIP areas with improved bar/toilet facilities. (5000 tickets available) VIP ticket + Dinner - SGD 385 plus ticketing fee Besides a VIP ticket, you get invited to a pre-party cocktail and three-course dinner commencing at 6pm on one of the terraces at the venue. (2000 tickets available) VIP table - request for price This option allows you to host your own table on the VIP deck in the main room. Table service all night long, free drinks and entry into the VIP room are included. (X tickets available) 3) 10. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Marketing plan of Nestle (Malaysia) Berhad

    Marketing Research Nestle is using Marketing Research to support this marketing plan in a number of ways: 1. The 'Dear Nestle' direct mailer This is an online pack that has been developed to strengthen the bond with our loyal customers.

  2. Business Policy of Dutch Lady

    Meanwhile, there had not been a timely reaction from DLV in order to keep up with the pace of market evolution. Consequently, the initial image of the DL shops has been faded by the time. Now, it is time for DLV to re-position DL Shops network in order to keep

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    Environmental factors: Business marketers can do little to stimulate total demand in this environment. They can only fight harder to maintain or gain market share. Organizational factors: Every organization has specific purchasing objectives, policies, procedures, organizational structures and systems. Interpersonal factors: Buying centers have several participants with different interests, authority, status, empathy and persuasiveness.

  2. Introduction to Marketing - Using Sony/Sony Ericsson as an example.

    views in one area - people in differing continents could hold opposing views on product designs. So it is vital to see what the rest of the global reflects. > Having various focus groups at pivotal stages within the development phases of any new proposed product concepts.

  1. This research paper acknowledges Small and Medium Sized Enterprise (SME) of Yorkshire and Humberside.

    It could be a formally general statement, which has the potential to explain things (a theory). If the theory were true, then it would be to expect to find a relationship between variables (hypothesis). The measuring parameters have to be clearly defined, by making the observations (measurements).

  2. iPhone - A global perspective. The report is designed to comprehensively document the ...

    True, a high degree of cultural acceptance will rely on the 'feel' of the device; however the bottom line for cultural acceptance will be its reliability, especially at the hefty price tag Apple is demanding. This should come as no surprise since Apple fell flat in mass acceptance of its first personal device (PDA), the Apple Newton.

  1. Stategies for International Marketing

    In particular, either franchising or licensing are business models naturally suited for the rapid replication of businesses through expansion of units since both are centered on protected and predefined assets. Apart from these varied marketing objectives, it is also common for governments to ?incentivize?

  2. KFC andthe Global Fast Food Industry (703).

    This was coupled by the fact they had very inexperienced managers with regards to the restaurant business did little to strategise the direction odf KFC. This as we know brought about other operations related problems. Under Reynolds (as opposed to Heublein), they differed in management style for KFC whereby, they was allowed to operate on its own with little interference.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work