Marketing Planning for Live Nation's Musical Event at OC Fair and Event Centre

This report presents a marketing plan for Live Nation's upcoming musical event 'Zenith - A Musical Journey' at OC Fair and Event Centre. The plan includes a strategic focus, situation analysis through SWOT analysis, market analysis, and financial data. The report aims to help the company analyze the marketing plan and ensure the event runs smoothly.

Marketing Planning
MAR0022

Contents
INTRODUCTION...........................................................................................................................2
STRATEGIC FOCUS.....................................................................................................................2
SITUATION ANALYSIS...............................................................................................................2
MARKET ANALYSIS....................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The marketing plan which has been presented in the following report is developed for the
company named Live Nation, which is engaged in the management and promotional activities
related to the marketing and event management based in California. Furthermore, the report will
help the company analyse the marketing plan which has been drafted for an upcoming musical
event, which includes various smaller performances by renowned artists and comperes. The
event will be organized in the OC Fair and event Centre, for a period of five hours, with
additional facilities provided at the location.
STRATEGIC FOCUS
Following are the relevant aspects about the event which are required to be noted if the
management expects the event to run smoothly:
 The event will be a compilation of well-known entourage of the musical artists,
performing live, in front of the crowd. The estimated crowd would be around 100000
individuals excluding the ground staff, employees and other organizers, who will be in
charge of the management process (Zouni, 2019). Along with that the name proposed for
the event will be “Zenith – A Musical Journey” by the management team.
 Vision – “To establish the event as the most successful and reputable musical event in the
country”
 Mission – “Creation of the top class services which are sustainable and dedicated towards
the audience, by maintaining the loyalty of the employees”
SITUATION ANALYSIS
Below mentioned are the relevant aspects about the current situations of the market through the
SWOT Analysis:
 Strength – The major strength for the company is to include the musicians or artists who
are recognized worldwide, along with the fact that such diversity will include the various
cultures which the artists will bring to the stage.
 Weakness – The event is considered to be performed on a large scale and henceforth the
company will have to manage a significant number of staff members some of whom may
not be trained, henceforth incurring extra expenses to the company. (Nguyen, 2018)

 Opportunities – The show organized belongs to the entertainment field which includes a
lot of significant opportunities for the company to effectively and efficiently manage the
resources to gain maximum benefit from the event through performing the market and
consumer research.
 Threats – A large scale event often comes up with various problems which could impact
the overall performance of the company and the event will henceforth will not be
successful. The major threat would be to organize the limited amount of resources and
help the untrained employees to perform the job adequately.
MARKET ANALYSIS
For better understanding the position of the company in the market the following analysis has
been presented:
 Product – The product which is defined in this case is the service which will be provided
to the consumers through the event which is being organized and other additional items
which are being provided such as the food and beverages.
 Price – The decision related to the price is extremely relevant for the company as well
and the amount which the consumer needs to pay for the products which are sold are
referred to as the price of the service (here) provided to the customers.
 Place – The place is referred to as the distribution channels which are adopted by the
company for provision of the services to the consumers, such as the online platforms or
websites which are used for purchase of the tickets, along with the venue of the event.
 Promotion – The various techniques which are adopted by the company to promote the
event or let the audience known that such an event will be occurring is referred to as the
promotion of such service or product. (Marques, 2021)
FINANCIAL DATA (Budget)
Billie Eilish = £ 17K per 45 min set and £ 34K per 90 min
Doja Cat = £ 16K per hour
Cold play = £ 18K per half an hour
Total Cost = £142 per five hours
Other costs,
Venue cost = £ 175000
Capacity of venue = 25000 tickets

Cost of insurance = 620* 25000 /500 = £ 31000
Marketing costs:
Activity Cost Ticket
sold
Cost Result Revenue
Google
AdWords
£3 per click
thru
1800 10000
clicks
30000 £40 per ticket
18 sales per
100 click thrus
72000
Shopping
centre
poster
campaign
£2,000 per 4
calendar
weeks
1250 1250 4000 £40 per ticket
5% of centre
footfall
50000
Through
the door
leaflets
£3,000 for
leaflets
dropped
through
10,000 doors
3750 3750 3000 £40 per ticket
375 tickets
sold
150000
Review the results that can be obtained by selling the tickets from the above sales methods-
Selling through Google awards
Selling through Shopping centre poster campaign by assuming that 25000 people will enter
there

Selling through the door leaflets
CONCLUSION
The marketing plan which has been discussed above aids in comprehending the process which
has to be followed by the management team to impact the performance of the event positively
and as a result the profit of the organization will increase. Furthermore, the report examines the
various aspects of the event industry, to reveal the financial position of the company.

REFERENCES
Books and Journals
Marques, C.V., 2021. Increasing international footprint of a natural stone business-marketing
plan (Doctoral dissertation).
Nguyen, H.T., 2018. RECRUITMENT MARKETING PLAN OF SWILIFE JOINT STOCK
COMPANY (Doctoral dissertation, Khoa Quốc tế, ĐHQGHN).
Zouni, G. and Gkougkoulitsas, T., 2019. Tourism Marketing Strategies Incorporating Both
Tourists and Tourism Professionals: The Case of Thessaloniki, Greece. In Cultural
Sustainable Tourism (pp. 161-165). Springer, Cham.