Mark Events

8/2/2019 Mark Events

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EVENT MARKETING

An Introduction



WHAT IS EVENT

MARKETING?Here a sponsor has a chance tomake contact with the

consumer either byexperiencing product sample,participating in an activity, or

simply being a part of theconsumers lifestyle.



HOW SPONSORSHIPWORKS?…

STEP I: Creation of an event- shouldhave popular appeal E.g. Sporting

event, festivals or cultural program.STEP II: Seeking firms to underwrite the activity.

STEP III: Should attract audienceswith similar demographiccharacteristics.



EVENT MARKETINGMANAGEMENT

Process of planning and executingthe conception, pricing, promotionand dissemination of ideas, andservices to create exchanges thatsatisfy individual and

organisational goals.



TARGET MARKET

• Characteristics of the potentialcustomers,

• MARKETING MIXES that might meettheir needs,

• Company’s ability to meet these needs,

• Goals of the company’s marketingprogram, and various other factors.



MARKETING MIX

4Ps of Marketing

• PRODUCT

• PRICE

• PROMOTION

• PLACE



4PS OF MARKETING

MARKETING

PRODUCT

PRICE

PROMOTIONS

PLACE



MARKETING MIX - PRODUCT

• Nature of the item itself as it isdesigned to satisfy a

predetermined group of customersor a segment.



MARKETING MIX - PRICING

• Depend on the image we want toportray, competitors prices, and

market demand.



MARKETING MIX -

PROMOTIONS• Newspaper,

• Radio or TV advertising or

• Point of Purchase (POP) or Point-of-Sale (POS) promotions.



MARKETING MIX - PLACE

• Not only the geographic area of thecountry chosen, but all the channels

and marketing intermediaries(sometimes called middlemen) throughwhich the product moves, plus

• Whatever means of transportation

employed en route to the final user.



PRODUCT LAUNCH

CYLCLE

Launch /Introduction

Growth

Maturity

Decline

Relaunch

Sales

Time



FUNCTIONAL

PRODUCTS• Toothpaste's, shoe polish, soups, tea

bags

• Market -- Highly competitive,Oligopolistic (mature with little growth)

• Taking share form a competitor is theonly way to grow

• Continual relaunches and productimprovement are the rule



FUNCTIONALPRODUCTS -CONSUMER

• Attitude is one of detachmentand comparatively little interest

• Deals with these products by

making their purchase routine



FUNCTIONALPRODUCTS -CONSUMER

• Once a brand that performs hasbeen selected, it is usually

bought every time the needoccurs with no further thought.

• Decision is a rational one,

based on satisfactoryperformance and stronglyinfluenced by price



FUNCTIONALPRODUCTS -KEY

FACTORS

• Product should perform well• Strong distribution vital

• Strongly advertised superiority

• Strong advertising presence

• Aggressive promotional activity



IMPULSE PRODCTS

•If you see them you may

buy them, if you don’t seethem you probably won’t



IMPUSLE PRODUCTS

• Soft drinks, Sweets, Snackproducts, Popular magazines,

products for personaldecoration, small items of clothing.

• Essentially transitory in nature



IMPULSE PRODCTS

•Sales occur in direct

response to product display•Marketing aim is to getthem to see as often as

possible by people whomake up the target market



IMPULSE PRODUCTS

• Use of display cards, banners,permanent signs, change trays

and illuminated signs• Elicit a conditioned purchasing

reflex that depends more than

anything else on familiaritystrengthened by frequentreminders



IMPULSE PRODCTS –

KEY FACTORS• Very broad availability

• Instant product identity

• A very broad advertisingpresence

• Advertising which is sloganbased



CONSPICIOUS

CONSUMPTION

• Products that are used to defineand demonstrate one’spersonality



CONSPICIOUS

CONSUMPTION

• Overwhelming importance in fields

such as fashion, clothing, alcoholicdrinks, cigarettes, interiordecoration, housing, cars and

indeed anything else which can beused to define lifestyle.



CONSPICIOUSCONSUMPTIONKEY FACTORS

• A distinct product image

• Advertising that transmits the imagewell

• Measures that increase generalawareness

• Appropriate distribution and pricing

• Company reputation



HIGH TICKET ITEMS

•Products that, beingexpensive, arecomparatively infrequentlypurchased

•All household appliances,TVs, VCRs



HIGH TICKET ITEMS

• Usually very low on mostpeople’s list of interest

• They learn a lot about thecurrent products on offer andusually reduce their interest to

a short list, generally based onperception of company andoccurs before the actual buying

phase begins



HIGH TICKET ITEMS

KEY FACTORS

• Excellent company reputation

• Adequate distribution in strongoutlets

• Good services reputation• Competitive pricing



SERVICES

• Vast and growing field

• Field where the product or

brand management concept iscurrently enjoying muchbelated growth

• Intangible being translated totangibles



SERVICES

KEY FACTORS• Sales and Service Personnel

• Capacity take-up

• Image and visibility of thecompany



LIFE CYCLE FOR THE

PRODUCT LAUNCH• The Launch Phase

• The Growth Phase

• The Maturity Phase

• The Rejuvenation Phase

• The Decline Phase



PRODUCT LAUNCH: STAGES

LAUNCH

GROWTH

MATURITY

REJUVENATION

DECLINE



LAUNCH PHASE

• Define the Positioning

• Achieving Wholesale distribution

• Achieving retail distribution• Arousing Consumer Awareness

• Attracting Consumer Trial

• Converting consumers to the product;and

• Achieving buying continuity



GROWTH PHASE

• Increasing the user base

• Expanding distribution, shelf

facings

• Increasing Purchase frequency

• Ensuring adequate inventories at

wholesale and retail levels; and

• Exploring line extension



MATURITY PHASE

• Retaining current users

• Attracting new users

• Retaining distributors

• Optimising product line and

packaging; and• Optimising products costs



REJUVENATION PHASE

• Develop and qualify major productimprovement

• Reposition product via advertising

• Achieve new distribution outlets

• Achieve consumer trial and

conviction; and

• Attract new users and uses



DECLINE PHASE

• Retarding attrition in user base

• Attracting bargain buyers

• Restricting product line

• Reducing product costs

• Retarding distribution losses

• Maximising immediate profits



TYPES OF PROMOTION

•Sampling

•Couponing

•Premiums

•Collecting schemes

•Prize promotions

•Price and Bonus packs



TYPES OF PROMOTIONS

•Refunds

•Personality promotions

•Charity promotions

•Sponsorships

•Publications•Exhibitions

Documents

Mark Events