Splendour in the Grass - Marketing Mix

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Splendour in the Grass
Introduction
Splendour in the Grass is an annual Australian music festival. In 2001, Splendour in the Grass started as a one day event held at Belongil Fields in Byron Bay, NSW and soon evolved into a three day event. It is now considered to be one the nation’s largest winter festivals and attracts a large number of visitors that travel from all over the country.
Splendour in the Grass relocated to Woodford, QLD after the NSW court denied organisers permission to use a larger site at Byron Bay, NSW. ‘The Moreton Bay Regional Council and State Government have negotiated a two-year deal with Splendour, which will be expanded to three days.’ (Kellett, C 2009). Along with the move to the new grounds, organisers introduced a third night of music at the event.

Section One
Identify the Market
‘A market is the set of all actual and potential buyers of a product’ (Kotler et al 2009, p.11). Usually these buyers all share common needs and wants and can be satisfied through the exchange of the product/service. The target market can be identified using four different types of variables: * Demographic * Geographic * Psychographic * Behavioural
In the case of Splendour in the Grass, they could use a mixture of these to create their target audience.
Demographic Variables
Splendour in the Grass would use this variable based on age, gender and occupation. The ages that this event is aimed at is 18-30, the reason for being such a wide range is because the acts that play at the event cater to such a large audience. There are artists that have been in the industry for a long time who would appeal to the older and more avid fans, and on the other end of the spectrum there are artists that have just started out, thus making it appealing for all different age groups.
Family life-cycle stage is also a huge demographic for this event. The festival is mainly aimed at bachelor stage (young single people). This is mainly because at this



References: Kallett,C. 2009. Splendour in the Grass moved to Woodford. Available:http://www.brisbanetimes.com.au/entertainment/splendour-in-the-grass-moved-to-woodford-20091125-jpcz.html (accessed 13th September 2011) Cooper,N. 2010. $350 Splendour tickets to go fast. Available: http://www.sunshinecoastdaily.com.au/story/2010/04/16/350-splendour-in-the-grass-tickets-to-go-fast/ (accessed 13th September 2011) Kotler, P., Adam, S., Denize, S.,Armstrong, G. 2009. Principles of Marketing, 4th ed, Pearsons Education Australia, Frenchs Forest, NSW. Splendour in the Grass, 2011 Available: www.splendourinthegrass.com (accessed 13th September 2011) Triple J ‘Hey Big Splendour’ Available: http://www.abc.net.au/triplej/events/splendour/11/ (accessed 14th September 2011)

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