The paper "Tourism And Hospitality Marketing" is a great example of a Marketing Case Study. Launching and successfully marketing an experienced product can be a challenging undertaking. In this report, the Melbourne Musicland Pop Festival is introduced as an experienced product targeting Millennials. The annual festival will be held in the South Melbourne area and will provide Australian Millennials with a lifetime musical experience. In this report analyzes the characteristics of the target market including three generational segments that will be targeted by the Festival. The report identifies Millennials as the main target segment and describes relevant consumer behaviors and characteristics of this demographic segment.
Finally, the report presents promotion and communication tactics that can enable the festival market to successfully market to Millennials. Experience as a product is intangible, co-produced by multiple parties, and there is high-emotional involvement in consumption. Designing such a product and marketing it is different from marketing an ordinary tangible product. Melbourne Musicland Pop Festival (MMF) is a new experience product that will offer audiences from around the world performances from chart-topping musicians, interactions with celebrities, a music theme park, and dance classes in seven days and nights of fun in South Melbourne. This report introduces Melbourne Musicland Pop Festival as an experience product that will target the Millennials demographic.
The first section of the report describes the new experience product and its characteristics. Secondly, the report details the segmentation and targeting tactics to be used by the event organizers to get various customers to buy tickets for the MMF. Thirdly, the report provides a snapshot of several popular festivals that will form the competition for the new festival being envisioned.
In addition, the report presents the promotion and communication tactics that will be used by MMF to convince their target audience to come to the festival. New experience-based product description Melbourne Musicland Pop Festival (MMF) is a 7 days and nights music festival that will be staged in the Melbourne area every August. The event will target the 16-35 years demographic and will feature high profile artists from around the world (Reic and Lance 2014, p. 14). The theme of Musicland will be “ celebrating life, celebrating music” and will be a fun-filled celebration of the music of our times.
In the grounds, a huge theme park like Disney land celebrating music will also be created. A music hall of fame where records and histories of various musicians will be stored and presented. Participants in the popular music festivals will be able to meet their favorite music celebrities, talk to them, have meals with them and tour Melbourne with them. The festival will make money through ticket sales, sale of merchandise, vendor fees, corporate sponsorship, concession sales, Camping/RV Hook up Fees. Product Development Process To develop the Musicland Festival the marketing company engaged in 8 stages of the product development process.
These were Idea generation, idea screening, concept development, and testing, business analysis, product development, test marketing, commercialization, and launch. #1. Idea Generation In the first step, the team started with the development of the experience product concept. Several festival ideas were produced but Musicland was chosen as the most viable using the SWOT analysis(Homburg, Kuester and Kohmer 2013, p. 35). Brief market research and interviews with potential audiences were also undertaken to know the weaknesses and strengths of existing products.
Australian Government n.d, Festivals in Australia, viewed
8 September 2016,http://www.australia.gov.au/about-australia/australian-story/festivals-in-australia.
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