Topics: Cosmetics, Marketing, Mass media Pages: 16 (7497 words) Published: November 1, 2014

Event Management Proposal of 759 Kawailland
The Hong Kong Polytechnic University
School of Professional Education and Executive Development
84014 Bachelor of Arts in Marketing and Public Relations
SPD4288 Events and Exhibition Management
(Summer Term, 2013/14)
Executive Summary
Company Background
Outline of the Event
Event Objectives
Event Concept and Theme
Event Dates and Venue
Event Audience
Outline of the Event Activities
Event Marketing and Promotion
Event Staffing
Event Logistics
Technical Requirements
Permits and Licenses
Risk Management
Waste Management
Executive Summary
759 Kawaiiland is the chain of outlets under the brand extension of 759 Store which selling personal care product import primarily from Japan and Korea to provide up-to-date and high quality products with reasonable prices. The first outlet of Kawaiiland was launched in December 2013, currently has seven outlets and aim to expand to 20 stores in 2014. This event proposal is aim to reinforce our brand image and reputation, also celebrating the launch of our new outlets through the first ever event “Afternoon Tea in Kawaiiland” in order to create awareness and spread word-of-mouth to the media and customers. Our event audience includes female customers and potential customers, beauty bloggers, celebrities, sponsors, media and participants aged 18 to 30 years old. More than 150 participants in attendance and it will reach more than thousands of audience with rich media coverage. The first ever event, “Afternoon Tea in Kawaiiland” will be held on November 23rd 2014, Sunday from 2:00 to 6:00p.m. at Discovery Park shopping mall in Tsuen Wan. The event theme and concept is feeling like a group of girls enjoying afternoon tea in a fancy and fun atmosphere. A series of event activities are related to personal care and beauty which is divided into 5 sessions on the day of event including makeup contest, expertise sharing, games, photo booths and surprise mechanism. Gifts and souvenirs will be offered to the winners and participants. Refreshments and drinks will also be served during the event. This event will go with advertising supports through magazines, social media, websites, posters, leaflets and bloggers. Based on the size of the event and target audience, we expect to ensure 80% of total attendance participating in the event through online registration and invitation, to obtain around HK$190,000 of sponsorship; to have 3 artists performing in the event; to attract 80% of invited media visiting the event; and to get 70% satisfied rating from attendees and sponsors. These gains will be evaluated through a variety of evaluation methods after the event. In order to achieve these objectives, we are seeking the approval of funding of HKD two hundred and forty thousand by the management to support this event proposal. This plan and this investment will lead 759 Kawaiiland in becoming the most competitive retail brand in the region. Company Background

759 Store is a retail brand in Hong Kong established by a list company CEC International, the store is named with the stock number “0759”. 759 Store aims to provide a high-quality lifestyle and consumption model in the Japan residential area to Hong Kong locals. 759 outlets has rapidly growth from 2010, the first store which selling snacks, food and beverage, to 2014, over 200 outlets selling different variety of products include food& beverage, household goods and personal care products. Over 1 million customers have owned a 759 Store VIP card. 759 mainly rely on Facebook and mobile app to communicate the discount, product information and outlets location with customers. 759 Kawaiiland is the chain of outlets which selling personal care product import primarily from Japan and Korea. 759 Kawaiiland aims to provide up-to-date, high quality products with reasonable prices. The first outlet was...

References: Tel : 2311-0561, 2833-2929
Email: info@toa-school.edu.hk
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