Essays on Aljenadryah Festival Marketing Plan Case Study

Download full paperFile format: .doc, available for editing

The paper "Aljenadryah Festival Marketing Plan" is an outstanding example of a marketing case study. Al-Jenadriyah Festival is an annual cultural event that takes place between February and March. Organised by the National Guard, the two-week event is held each year at the city of Jenadriyah. The National Guard -- a Saudi military unit first held the event in 1985. The hosting of the event is anchored in the national government directive to retain Saudi Arabia’ s rich heritage and practices of the past. It was first celebrated under the leadership of the Saudi Arabian Kingdom King Ibn Saud, who had a vision of transforming the country into a major tourist destination. The influence and focus of the Aljenadryah Festival has increased over the last two decades and now views the international audience, rather than strictly the Saudi community.

Accordingly, the primary objective of the event mission is to display Saudi Arabian culture to both the country’ s young generation and to foreigners. Additionally, the event targets marketing Saudi Arabia as a tourist destination in the Middle East. With over 1 million visitors each year, the event is a major source of foreign currency earner and is, therefore, expected to compete against top regional tourist destinations such as Dubai in the United Arabs Emirates (UAE).

Indeed, this forms the basis of this marketing plan. The objective of the event is to display Saudi cultures to the international audience and the young generation in Saudi Arabia. The purpose of this is to disseminate and preserve Saudi cultures. The event also targets the business community, both locally and internationally. Hence, it presents the business community with a platform to exhibit their products to the larger Saudi community.

A series of marketing plan recommendations are suggested to promote the event to the three targeted groups, through positioning and differentiation. Central to these are promoting the Al-Jenadriyah Festival brand through brand positioning strategies such as an integrated marketing plan, increasing the product mix by incorporating diverse cultures. This report proposes a marketing plan targeted at positioning the Al-Jenadriyah Festival in the global marketplace, appealing to a wider customer base, and increasing the overall revenue base. Context/Overview Pertinent advertising strategies for use in promoting Aljenadryah Festival are suggested.

The event is currently promoted using a variety of media such as social media platforms (including Facebook and Twitter), the festival’ s website and blogs. In addition, newsletters and brochure are also in use. Aljenadryah Festival currently appeals substantially to the local Saudi market. A new visitor group is, however, anticipated. For instance, an international appeal is yet to be attained. Essentially, therefore, it aims to portray the Aljenadryah Festival in the eyes of the international audience and to make the festival a significant contributor to tourism in Saudi Arabia. Currently, the event faces stiff competition at the national level from the body of national museums in the country, with current estimates suggesting that cultural activities such as museums and galleries take lead as the major attractions to the international visitors. This is an indicator that with the right marketing strategy, Aljenadryah Festival can raise its revenue base by attracting a new customer base from abroad and increasing market share radically.

This report based these assumptions on findings of an industry report by MLA Council in 2010, which established that with effective marketing strategies and programs in place, festivals could help the tourists sector to realize positive marketing outcomes by attracting tourists.

The report suggested that festivals should integrate the marketing elements used by tourist sites and museums, such as increasing diversity of product offering, to realize broader economic benefits and to improve audience participation (DCResearch 2010).


Arts Council. (2013). The contribution of the arts and culture to the national economy, London: Centre for Economics and Business Research

Assael, H. & Marvin, R. (1976). Approaches to Market Segmentation Analysis. Journal of Marketing Vol. 40 No. 4, pp 67-76

Baker, M. (1998). Marketing: Managerial Foundations. New York: Macmillan Education AU

Civic Technologies. (2009). Using Market Segmentation for Better Customer Service and More Effective Strategic Planning, A White Paper for Public and Academic Libraries. Retrieved:

DCResearch. (2010). The Economic Value of the Independent Museum Sector Association of Independent Museums: Final Report June 2010. Retrieved:

Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model," Journal of Product & Brand Management, 17(1), 4–12

Islam, A. & Alom, M. (2012). Impact of Public Relations and Advertising on Marketing Promotion Activities: A Comparative Analysis. Thoughts on Economics 19(3), 45-59

Kotler, P. (2003). Marketing Management, 11th ed. New Jersey: Prentice Hall

Leenders, M., Telgen, J., Gemser, G. & Wurff, R. (2007). Success in the Dutch Music Festival Market: The Role of Format and Content. The International Journal on Media Management, 7(3&4), 148–157

Pulendran, S., Speed, R. & Widing, R. (2003). Marketing planning, market orientation and business performance,’ European Journal of Marketing, 37(3/4), 476-497

Download full paperFile format: .doc, available for editing
Contact Us