EVENT MARKETING

An Introduction

WHAT IS EVENT MARKETING?

Here a sponsor has a chance to make contact with the consumer either by experiencing product sample, participating in an activity, or simply being a part of the consumers lifestyle.

HOW SPONSORSHIP WORKS?

STEP I: Creation of an event- should have popular appeal E.g. Sporting event, festivals or cultural program. STEP II: Seeking firms to under write the activity. STEP III: Should attract audiences with similar demographic characteristics.

EVENT MARKETING MANAGEMENT

Process of planning and executing the conception, pricing, promotion and dissemination of ideas, and services to create exchanges that satisfy individual and organisational goals.

TARGET MARKET
Characteristics of the potential customers, MARKETING MIXES that might meet their needs, Companys ability to meet these needs, Goals of the companys marketing program, and various other factors.

MARKETING MIX
4Ps of Marketing PRODUCT PRICE PROMOTION PLACE

4PS OF MARKETING
PRODUCT PRICE MARKETING

PLACE PROMOTIONS

MARKETING MIX - PRODUCT

Nature of the item itself as it is designed to satisfy a predetermined group of customers or a segment.

MARKETING MIX - PRICING

Depend on the image we want to portray, competitors prices, and market demand.

MARKETING MIX PROMOTIONS

Newspaper, Radio or TV advertising or Point of Purchase (POP) or Pointof-Sale (POS) promotions.

MARKETING MIX - PLACE

Not only the geographic area of the country chosen, but all the channels and marketing intermediaries (sometimes called middlemen) through which the product moves, plus Whatever means of transportation employed en route to the final user.

Sales

PRODUCT LAUNCH CYLCLE

Relaunch

Maturity Growth Launch / Introduction Decline Time

FUNCTIONAL PRODUCTS
Toothpaste's, shoe polish, soups, tea bags Market -- Highly competitive, Oligopolistic (mature with little growth) Taking share form a competitor is the only way to grow Continual relaunches and product improvement are the rule

FUNCTIONAL PRODUCTS CONSUMER

Attitude is one of detachment and comparatively little interest Deals with these products by making their purchase routine

 Once a brand that performs has been selected, it is usually bought every time the need occurs with no further thought. Decision is a rational one, based on satisfactory performance and strongly influenced by price

FUNCTIONAL PRODUCTS CONSUMER

FUNCTIONAL PRODUCTS -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 dont see them you probably wont

IMPUSLE PRODUCTS
Soft drinks, Sweets, Snack products, Popular magazines, products for personal decoration, small items of clothing. Essentially transitory in nature

IMPULSE PRODCTS
Sales occur in direct response to product display Marketing aim is to get them to see as often as possible by people who make 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 familiarity strengthened by frequent reminders

IMPULSE PRODCTS KEY FACTORS

Very broad availability Instant product identity A very broad advertising presence Advertising which is slogan based

CONSPICIOUS CONSUMPTION
Products that are used to define and demonstrate ones personality

CONSPICIOUS CONSUMPTION
Overwhelming importance in fields such as fashion, clothing, alcoholic drinks, cigarettes, interior decoration, housing, cars and indeed anything else which can be used to define lifestyle.

CONSPICIOUS CONSUMPTION KEY FACTORS

A distinct product image Advertising that transmits the image well Measures that increase general awareness Appropriate distribution and pricing Company reputation

HIGH TICKET ITEMS

Products that, being expensive, are comparatively infrequently purchased All household appliances, TVs, VCRs

HIGH TICKET ITEMS

Usually very low on most peoples list of interest They learn a lot about the current products on offer and usually reduce their interest to a short list, generally based on perception of company and occurs before the actual buying phase begins

HIGH TICKET ITEMS KEY FACTORS

Excellent company reputation Adequate distribution in strong outlets Good services reputation Competitive pricing

SERVICES
Vast and growing field Field where the product or brand management concept is currently enjoying much belated growth Intangible being translated to tangibles

SERVICES KEY FACTORS

Sales and Service Personnel Capacity take-up Image and visibility of the company

LIFE CYCLE FOR THE PRODUCT LAUNCH

The The The The The Launch Phase Growth Phase Maturity Phase Rejuvenation Phase Decline Phase

PRODUCT LAUNCH: STAGES

REJUVENATION

MATURITY

DECLINE

GROWTH LAUNCH

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 product improvement 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