Brief Introduction
Audi Fashion Festival 2009
A list of renowned fashion designers, international top models, iconic Singapore designers, style exhibitions and a charity gala held here in Singapore! How much better can it get? In addition to that, there were also red-carpet cocktail parties, world-class catwalk shows, and champagne-fuelled after parties! Taking the stage at various venues of Singapore including Tent@Orchard, Ngee Ann City and National museum of Singapore, it is surely a must-see event.
Another event similar to the Audi Fashion Festival 2009 will be the L'Oréal Melbourne Fashion Festival 2009.
L'Oréal Melbourne Fashion Festival 2009
The yearly L'Oréal Melbourne Fashion Festival launches Australian collections to retailers, fashion designers and the public. With a direct correlation between what gets on the catwalk and what you can actually find in the city shops, it is a show for the practical shopper. It concentrates on ready-to-wear events and smaller designers as well as the bigger names, so many of the clothes are affordable.
The festival also offers events such as catwalk shows, seminars, exhibitions, film screenings and parties, with names such as L'Oréal, Calvin Klein, Hugo Boss and Armani, among a myriad of others, clamouring for attention.
The 2009 L’Oreal Melbourne Fashion Festival embraces and celebrates fashion, culture, parties and business forums to bring Australia’s largest fashion event to the public.
This link will lead you to a picture slideshow of what happen in L'Oréal Melbourne Fashion Festival 2009:
http://www.heraldsunonline.com.au/soundslides/dhs/fashion/loreal_2009/index.html
Marketing Events
Marketing events is the process of employing the marketing mix to attain organisation goals through creating value for customers and other stakeholders. The organisation must adopt a marketing orientation which stresses the building of mutually beneficial relationships and the maintenance of competitive advantage.
Both festivals had made use of various marketing strategies. We can compare them using the 8 Ps of event marketing.
Product (Product differentiation)
One of the marketing strategies that both festivals had utilised is product differentiation. Product differentiation is the process of distinguishing the differences of a product or offering from others, to make it more attractive to a particular target market. Both festivals had utilised this concept.
For “Audi Fashion Festival 2009”, there were a list fashion designers, international top models, and iconic Singapore designers in town, style exhibitions and a charity gala. In addition to that, there were also red-carpet cocktail parties, world-class catwalk shows, and champagne-fuelled after parties. This type of grand scale festival is rare especially in Singapore. Thus it makes the festival a very unique one.
For “L'Oréal Melbourne Fashion Festival 2009”, it has more than five shows including L'Oréal Paris Runway, Runway deluxe, Independent Runway and Fashion Collections. The festival also has 3 business events including ‘The herald sun marketing breakfast’, ‘Designer forum’ and also a business seminar presented by Victorian state of government. In addition to that, the festival has a cultural event presented by ‘Living Creatively’. This festival is full of events and shows and it is a place where everyone can come, making the “L'Oréal Melbourne Fashion Festival 2009” unique.
Both festivals had put in a lot of effort and analysing to make their product special and unique. “Audi Fashion Festival 2009” did it by putting in extra spices such as red-carpet cocktail parties and champagne fuelled after parties. Comparing to “Audi Fashion Festival 2009”, “L'Oréal Melbourne Fashion Festival 2009”, had included more than just the shows and after parties. The organisers even include business events and cultural event to make the festival looks fuller and unique.
Price (Price discrimination)
Another marketing strategies that "Audi Fashion Festival 2009" had utilised is price discrimination. Price discrimination is the process where the sales of identical goods or services are transacted at different prices from the same provider. Most of the events in "Audi Fashion Festival 2009" had utilised this concept. One example of utilisation of the price discrimination concept is the Christian Lacroix- The Costumier Exhibition, part of Audi Fashion Festival 2009.
The following is the ticketing information for “Christian Lacroix- The Costumier Exhibition”:
Ticketing Information Adult- S$8
Senior citizens (60 years old and above)- S$4
Students (Must present student pass) -Free admission
Children (6 years and below)- Free admission
10% discount for groups more than 20 people
The management of “Christian Lacroix- The Costumier Exhibition” had utilised the concept of price discrimination. From the chart, we can clearly see that the management had set the price according to the spending power of the potential consumers. Consumers with stronger spending power will be charged more compared to consumers with lower spending power. The management also made an effort to attract large groups by offering 10% discount for groups of more than 20 people.
The following is the ticketing information for “L'Oréal Melbourne Fashion Festival” event:
The management of “Christian Lacroix- The Costumier Exhibition” had utilised the concept of price discrimination. From the chart, we can clearly see that the management had set the price according to the spending power of the potential consumers. Consumers with stronger spending power will be charged more compared to consumers with lower spending power. The management also made an effort to attract large groups by offering 10% discount for groups of more than 20 people.
The following is the ticketing information for “L'Oréal Melbourne Fashion Festival” event:
Ticketing information
All shows- Penisular, Central pier, Docklands
$45 per show (inclusive GST)
From the chart, we can see that the management of “L'Oréal Melbourne Fashion Festival” had not utilised the concept of price discrimination. All consumers are charged at one price regardless of spending power, which is $45 per show.
Comparing both Festivals, “Audi Fashion Festival 2009” had clearly stood in advantage as they had differentiated the pricing accordingly to different target markets, thus making "Audi Fashion Festival 2009" more attractive.
All shows- Penisular, Central pier, Docklands
$45 per show (inclusive GST)
From the chart, we can see that the management of “L'Oréal Melbourne Fashion Festival” had not utilised the concept of price discrimination. All consumers are charged at one price regardless of spending power, which is $45 per show.
Comparing both Festivals, “Audi Fashion Festival 2009” had clearly stood in advantage as they had differentiated the pricing accordingly to different target markets, thus making "Audi Fashion Festival 2009" more attractive.
Place
The decision of location for holding any festival or event is crucial to its success.
For “Audi Fashion Festival 2009”, the festival was held at Ngee Ann City, located in Orchard Road, which considered the top shopping & entertainment venue in Singapore. It is also one of the must-visit sites for tourists. Orchard road is extremely accessible by any means of public transport including buses and Mass Rapid Transport (MRT). With such good conditions, orchard road is hands down the perfect location for “Audi Fashion Festival 2009”.
For “L'Oréal Melbourne Fashion Festival”, most of its event is held at the peninsular, central pier, dockland, Melbourne. Peninsula is Melbourne's most glamorous and avant-garde waterfront event space. From the moment you enter, you'll be overwhelmed by its sheer size. Its design was inspired by London's iconic Tate Modern Museum and features nine metre high ceilings, exposed trusses and huge floor to ceiling windows flanked by the original loading doors of the shed. Peninsula has a contemporary colour palette of black, white and grey and includes a stunning 66-metre crystal chandelier streaking along one side of the room. In addition to its jaw dropping designs, the location also has very sufficient parking space.
The following link will bring you to the website of Peninsular, Central pier, Dockland, Melbourne: http://www.peninsulaagv.com.au/location/valet/
Both festivals had made effort to make the location more appealing. But “Audi Fashion Festival 2009” had gain better advantage as their location is extremely easy to access through all types of public transports, while the location of “L'Oréal Melbourne Fashion Festival” is only accessible by private cars and buses.
Promotion (Efficient and easy-to-use website)
It is a form of advertising when festivals have their very own official website on the internet. An efficient and easy-to-use website will naturally results in customer satisfaction. And both festivals had successfully utilised this concept.
Website for “L'Oréal Melbourne Fashion Festival”
- http://www.lmff.com.au/2009/#/home
Upon entering the website, potential consumers are automatically attracted to the beautifully designed website. It features the different programs during the festival with the excellent usage of moving pictures at the centre of the page. The website clearly included other items such as “festival information”, “Programs” and “Ticketing information” placed nicely at the top right corner of the page for easy navigation. Although the website had put in a lot of graphics, it does not take too long for the website to be loaded. Thus, the website is efficient and easy-to-use.
Website for “Audi Fashion Festival 2009”
- http://www.audifashionfestival.com/
Compared to the previous website, the website for “Audi Fashion Festival 2009” is not in a loss. This website is also beautifully designed with excellent usage of colours and moving pictures. Navigation of useful information such as “Ticketing” and “Calendar” are also placed tidily at the top of the page. With lots of graphics, this website also does not take long to be loaded. Thus this website is also efficient and easy-to-use.
Partnerships
Partnership is a good way for organisations to obtain funds or other ways of supporting the festival. “Audi Fashion Festival 2009” has partnership with various famous organisations which includes Audi, Master Card, St. Regis Singapore and Coca Cola. In all, “Audi Fashion Festival 2009” has a shocking 23 sponsors and partners. With the funding and supports from the list of famous organisations, it is little wonder for “Audi Fashion Festival 2009” to be such a success.
For “L'Oréal Melbourne Fashion Festival”, although the organisers have not as many partners as “Audi Fashion Festival 2009”, they had managed to work with several renowned organisations which include L'Oréal Paris, Victorian government and Flint Interactive.
Packing and Distribution
Festivals can package their products with other items that are beneficial to consumers. One example of packaging is to give a complimentary 20% addidas voucher if consumers purchase entry tickets to 2 events or more. For “Audi Fashion Festival”, all Master Card holders will enjoy 10% discount for all shows. For “L'Oréal Melbourne Fashion Festival”, there were no forms of packaging. All shows are sold at separate fixed prices.
Distribution is one of the elements of marketing mix. It is defined as an organization or set of organizations (intermediaries) involved in the process of making a product or service available for use or consumption by a consumer or business user. For “Audi Fashion Festival 2009”, the tickets are distributed throughTickets.Com Singapore (TDC). For “L'Oréal Melbourne Fashion Festival”, the tickets are distributed through Ticket Master, Australia.
Programming
The following is the featured events for “Audi Fashion Festival 2009”
[FEATURED EVENTS] [WHAT] [WHEN] [ADMISSION]
Christian Lacroix Couture Spring/Summer 2009, Opening Gala
6 May, 7:00pm
7 May, 7:00pm
$20 Show only$60 Show plus cocktail reception
Innovator 2009 brought to you by Celton Manx & Designaré Magazine In support of Go Red For Women presented by MasterCard
Innovator 2009 brought to you by Celton Manx & Designaré Magazine In support of Go Red For Women presented by MasterCard
7 May, 9pm
By invitation only
Blueprint 2009 featuring Blackmarket
Blueprint 2009 featuring Blackmarket
7 May, 11:00pm
8 May, 7:00pm
8 May, 9:00pm
8 May, 11:00pm
By invitation only
A Playground of Dreams by MANGO
A Playground of Dreams by MANGO
9 May, 3:00pm
By invitation only
Private Lives presented by Baker featuring Dr Georgia Lee
Private Lives presented by Baker featuring Dr Georgia Lee
9 May, 7:00pm
9 May, 9:00pm
By invitation only
10 May, 8:00pm
$20 Show only$60 Show plus cocktail reception
For “Audi Fashion Festival”, the festival first boost up the excitement with “Christian Lacroix Couture Spring/Summer 2009, Opening Gala” and follow on with all the other showcases and lastly ending with the “Vivienne Westwood Autumn/Winter 09/10 Anglomania Show”.
The following is the featured events for “L'Oréal Melbourne Fashion Festival 2009”:
[Featured Events] [Event detail] [Location] [Cost]
“L'Oréal Paris Runway Peninsular, Central Docklands
For “Audi Fashion Festival”, the festival first boost up the excitement with “Christian Lacroix Couture Spring/Summer 2009, Opening Gala” and follow on with all the other showcases and lastly ending with the “Vivienne Westwood Autumn/Winter 09/10 Anglomania Show”.
The following is the featured events for “L'Oréal Melbourne Fashion Festival 2009”:
[Featured Events] [Event detail] [Location] [Cost]
“L'Oréal Paris Runway Peninsular, Central Docklands
$45
Runway Deluxe by MYER Peninsular, Central Docklands
$250
Runway Deluxe by MYER Peninsular, Central Docklands
Runway Deluxe by MYER Peninsular, Central Docklands
$70
Fashion Collections by City of Stonnington Malvern Town Hall
Fashion Collections by City of Stonnington Malvern Town Hall
$45
Target Rocks Red Market Peninsular, Central Docklands
Free
Both festivals had somewhat used a similar template to organise the events. For “Audi Fashion Festival”, the headings are “What”, “When” and “Admission”. Compare to “L'Oréal Melbourne Fashion Festival 2009” which uses “Event detail”, “Location” and “Cost”, “Audi Fashion Festival” expresses a lighter tone to potential consumers.
Both festivals had also appropriately provided clear and specific details on the events.
People
For “Audi Fashion Festival 2009”, the organisers had invited famous and renowned designers including Christian Lacroix and Marc Jacobs. By inviting famous and renowned people, it will definitely give consumers a grandler and better event experience.
For “L'Oréal Melbourne Fashion Festival 2009”, the organisers similarly invited very famous people including the managing director of L'Oréal Australia, Mark Tucker and also the Premier of Victoria, Hon. John Brumby. By inviting important and famous people into the festival, consumers will definitely bring away an experience hard to forget.
Both festivals had invited renowned and famous people into their individual festivals. By doing so, the festival will seem to be brighter and grandler with the presence of these famous people.
Best practices
Product (Product differentiation)
Management have to be very careful when designing and creating the product. It is important to know what the potential consumer’s need and want, and will pay for. It is risky to focus too much on the product and ignore consumer needs and wants. Being the experiential component of the 8 P’s in marketing events, the management can practice the use of product differentiation.
Like both festivals, the organisers had understood that the main essence of product differentiation is to make your product unique. By making your product unique, your product will not be easily substituted by other similar products. This will decrease the chance of potential profit flowing to competitors who is selling the similar products.
Price (Price discrimination)
Most festivals will hold a price tag for consumers to experience the events personally. But exactly how much should the management set on the price tag? Management can utilise the concept of price discrimination. Referring back to the definition, price discrimination is the process where the sales of identical goods or services are transacted at different prices from the same provider.
In other words, it is to set different prices for different target markets just like what “Audi Fashion Festival 2009” had done. Most of the product provider is utilising this concept nowadays as they understand the different income capacity and desires of their potential consumers. By using this concept correctly, the service providers will be more effective in attracting their potential consumers with different needs.
Place
As stated earlier, it is important to locate the event or festival at the right place. Failure to do so will negatively impact on consumer’s satisfaction. The management can decide on the location by following the simple guidelines as shown.
(1) Base on the theme and nature of the event/festival, what are the best 3 locations?
(2) Decide on the best location by asking yourself the following questions:
Is the venue large enough to accommodate to all of your programs?
-Can the venue accommodate your production, entertainment, A/V, sound, and other technical needs?
-Does the condition of the facility reflect the high standards of your organization?
-Do venues fall within your budget parameters for space, technical and catering expenses?
(3) Choose the best location after answering the above questions
By following the above guidelines like “Audi Fashion Festival 2009” had did, it will make the festival a more successful one.
Promotion (Efficient and easy-to-use website)
Promotion refers to the full range of “communication mix” including advertising, PR, and sales promotion. Having an official website on the internet is a form of advertisement.
Consumers prefer fast and easy-to-use websites when they are browsing the internet for information. This is especially true in the modern era as humans nowadays tend to always be in a rush and in need of more time. Whenever there are delays, humans will start to get frustrated.
As internet is widely used nowadays and consumers are looking for efficiency, it is important to have an efficient and easy-to-use website just like what both festival had. Thus management should spend some effort to customise their websites to make it more efficient and easy to use. This is because:
Able to find desired information fast and easily
(Leads to)
Less frustration
(Leads to)
Higher chances of attending the event
Partnership
It is almost essential for events or festival to co-operate with sponsors and partners. The management of the events or festivals will receive certain benefits ranging from additional funds to discount vouchers depending on the agreed terms and conditions. Having these sponsors name as part of the support pillar can also boost up and polish the name of the event or festival.
Just like what “Audi Fashion Festival 2009” had done, it is strongly recommended for organisers to co-operate with as many sponsors and partners as possible.
Packing and Distribution
In this competitive industry, packaging might became essential. This is because it is additional factor that attracts consumer and also another reason for consumers to buy the product. Thus management should try to practice the concept of packaging to make their product a step more attractive than others.
The method of distribution for festivals ad events is crucial for its success. It might be risky if the organisers had chosen a less renowned intermediary. This is because these intermediaries might have small media coverage, preventing consumers to purchase the product. In addition to that these intermediaries might sell the tickets in illegal ways, creating a black market. Therefore it is always good for organisers to do a research analysis on its potential intermediaries before co-operating with them.
Programming
Programming is one of the most essential and crucial component when organising festivals. This is because the programmes or events are the main attraction for potential consumers. The type of event, how the event is set up, atmosphere of the event and many other components are important to consider as they will affect the consumer’s satisfaction. Just like both of the events, the organisers have to ensure that the details on the programmes are detail, sufficient and specific.
People
People, including staff volunteers, management and organisers, interacts with the consumers. And they create an impression for the consumers about the event. And these impressions have to be positive in order for the same consumers to visit the event again. Therefore it is important when selecting people to be in part of the festival.
Like the stated events, organisers should try to invite as many VIP and famous people into the festival. This will not only boost up the image of the festival, it will also give consumers an experience hard to forget.
Stake holders
The picture above had identified the different internal and external stake holders for “Audi Fashion Festival 2009” and “L'Oréal Melbourne Fashion Festival 2009”.
The following are examples of the stakeholders in both festivals:
Employees- Security guards, waiters.
Manager- Mark Tucker (L'Oreal Managing Director), Odile Benjamin (brand manager of Rachel B).
Owners- People who came out with the capital or festival ideals.
Suppliers- Chair, food suppliers for the festivals.
Society- People who live around the festival location.
Government- Government of Singapore and Australia.
Creditors- People who loan money out to the festival organisers.
Shareholders- People who have legal share of the festival.
Shareholders- People who have legal share of the festival.
Customers- People who visit the festival.
Main purpose
The festival had invited a list fashion designer, international top models, iconic Singapore designers, glamorous red carpet parties, style exhibitions and a charity gala in town. This indicates that the festival is making Singapore more visible to in the fashion industry.
The festival also charge a fairly high cost for consumers who are attending the events. This indicates that the festival is also making profit.
Therefore, the main purpose for this festival is to make Singapore more visible in the fashion industry, making a profit along the way.
Tourism benefit
“Audi Fashion Festival 2009” is beneficial to Singapore in a large extent.
Firstly, it increases the revenue made by the country. Revenues are earned before and during the start of the festival. As the event requires designers and experts from overseas, these people will enter Singapore. The event may also attract viewers from overseas to enter Singapore too. Spending is inevitable while they are in Singapore, and by spending, Singapore generally earns revenues.
Secondly, it will assist Singapore in building up an image as an ideal location for organising fashion festivals. By successfully organising “Audi Fashion Festival 2009” in Singapore, Singapore will naturally be in consideration when organisers are deciding a location for a fashion festival to be held in the future. With more festival held within the country, Singapore will receive more revenues. In other words, “Audi Fashion Festival 2009” creates more opportunities for Singapore to receive revenue.
The festival had invited a list fashion designer, international top models, iconic Singapore designers, glamorous red carpet parties, style exhibitions and a charity gala in town. This indicates that the festival is making Singapore more visible to in the fashion industry.
The festival also charge a fairly high cost for consumers who are attending the events. This indicates that the festival is also making profit.
Therefore, the main purpose for this festival is to make Singapore more visible in the fashion industry, making a profit along the way.
Tourism benefit
“Audi Fashion Festival 2009” is beneficial to Singapore in a large extent.
Firstly, it increases the revenue made by the country. Revenues are earned before and during the start of the festival. As the event requires designers and experts from overseas, these people will enter Singapore. The event may also attract viewers from overseas to enter Singapore too. Spending is inevitable while they are in Singapore, and by spending, Singapore generally earns revenues.
Secondly, it will assist Singapore in building up an image as an ideal location for organising fashion festivals. By successfully organising “Audi Fashion Festival 2009” in Singapore, Singapore will naturally be in consideration when organisers are deciding a location for a fashion festival to be held in the future. With more festival held within the country, Singapore will receive more revenues. In other words, “Audi Fashion Festival 2009” creates more opportunities for Singapore to receive revenue.
References