Event Positioning

Only available on StudyMode
  • Download(s) : 245
  • Published : April 8, 2011
Open Document
Text Preview
Event Positioning

Bachelor Paper I

Submitted by:

Juraj Melicher

Table of Contents

1.

INTRODUCTION

1

2.

THE INDUSTRY OVERVIEW 2.1 2.2 2.3 2.4 2.5 HISTORY ORIGINS THE BIRTH OF THE INDUSTRY TRENDS WHAT IS THE EVENT? TYPES OF EVENTS 2.5.1 Size 2.5.2 Form or content

2 2 2 3 4 5 7 9

3.

THE CONCEPT OF POSITIONING 3.1 3.2 3.3 3.4 3.5 STRATEGIC PLANNING THE AGE OF SAMENESS EVENT VS. PRODUCT POSITIONING, THE KEY TO BE FOCUSED AND DIFFERENTIATED THE MOST COMMON STRATEGIC APPROACHES TOWARD POSITIONING 3.5.1 Strategy of competitive advantage 3.5.2 5 box model by Leo Burnett 3.5.3 The formulaic positioning statement 3.6

11 11 12 13 16 17 17 18 19

CREATING THE POSITIONING FOR THE EVENT ACCORDING TO CZERNIAWSKI AND 20 20 22

MALONEY 3.6.1 Segmentation and Targeting 3.6.2 The Need

- III -

3.6.3 Competitive framework 3.6.4 Benefits 3.6.5 The reason-why 3.6.6 Brand character 3.6.7 The final sentence

23 24 25 26 28

4.

THE MARKETING MIX WITH RESPECT TO OUR POSITIONING STATEMENT30 4.1 4.2 4.3 4.4 PRODUCT PROMOTION PRICE PLACE 30 30 31 33

5.

CONCLUSION

33

LIST OF ABBREVIATIONS

35

LIST OF FIGURES

36

LIST OF TABLES

37

BIBLIOGRAPHY

38

APPENDIX

40

VISUAL FOR 2010

40

VISUAL FOR 2009

41

- IV -

1. Introduction
Today`s world is not easy. There are many new phenomenoms that we did know few years ago and there are many new aspects resulting from the situation. For example new social networks have influenced the world of marketing substancially. But there are also other forms that are yet more common than before but still fully explored. One of those new industries is also an event industry. Companies have realized the importance of the direct communication and added value of experienced emotions. The number of events have increased over past few years and the diversity and nature of events have also rised up. The need for professionals in the industry as well as the application of marketing and management methods is also rising (Allen et al., 2011). There are many different events managed and marketed in a different way and the importance of proper marketing strategy is the topic of many discussions. I see many events that are not well marketed or their strategy is often contradictory. Management of such an events either lost their direction or they are not clear about ist mission. They probably do not understand that the positioning of their brand in the minds of customers is the key guide in the decesion making as well as brand loyalty and further focus in evolution of the brand in one single direction. (Czerniawski and Maloney, 1999) At this point I see the opportunity for improvements and that is the reason why I have decided to focus my paper on a proper positioning and its importance for further develoment of the event, its advertising and other promotion. In my investigating I will go deeply into the forms of positioning and their application. I will also use one of the approaches to demonstrate the positioning importance on a example. At the end of the paper I will shortly describe the influence of the positioning on the marketing mix elements, namely product, price, place and promotion.

1

2. The industry overview
2.1 History origins

Today`s world is full of advertising. The people are overwhelmed by the massive ad attacks running everywhere around like TV, print, outdoor or internet. The social life has been influenced. But one thing has remained unchanged. People have always been interested in the ways to mark and celebrate important occasions and milestones. They have always loved the opportunities to assert their identities and to share rituals. Those rituals hand-in-hand with the ancient traditions have been developed over many years and either have risen in massive events or at least influenced them. Now the still emerging advertising industry and the old unconscious habit of getting together leads to the new ways...
tracking img