Marketing Plan for The Events Mill: Ed Sheeran Music Concert

Marketing And Business
For The Service Sector
Assessment Question

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Marketing plan: ..........................................................................................................................3
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a managerial activity through which product takes movement towards
customers by the help of recognising need of customers for product, demand and marketing
channels (Chen and Lee, 2018). For proper execution of all the activities that means for
appropriate functioning of all the procedure of marketing and proper implementation of
strategies a plan is created which is termed as marketing plan. This report undertake a practical
implementation of marketing plan and all the related aspects of a marketing plan such as SWOT
analysis, PEST analysis, market segmentation, targeting and positioning. The company taken for
this report is The Events Mill which is pioneer in managing big events in UK. It was established
in 2013.
TASK
Marketing plan:
It a written operational document which includes framework of marketing process that
how the new launched product and service will grab opportunity in market to attract more and
more customers. A marketing plan involves mission and vision of the company so that plan can
be made accordingly to attain those mission. It also involves SWOT analysis of The Events Mill
for which marketing plan is prepared so that all the market opportunities can be identified and
considerably used to eliminate threats and weaknesses. Marketing plan further includes
segmentation, targeting and positioning so that the decisions regarding selection of proper
markets and key audience for coming next events can be made and this can give more profits to
The Events Mill. Similarly marketing plan encompasses allocation of budget, this will help The
Event Mill in allotment of funds in that particular events so that they can maximise their profits
in minimum cost (Dadzie and et. al, 2017).
Company overview: The Event Mill is pioneer of event management company In UK. It
arranges all kinds of events for their customers. The Event Mill was launched in the year 2013
and currently working on global level that has worked with Rolls-Royce, Chivas Regal, Marcus
Mumford, The Savoy and War Child UK. The Event Mills organises luxurious birthday parties,
luxurious weddings, corporate events, charity events, corporate dinners and destination parties
and weddings. They offer four types of key services that are:

The Events Mill Atelier- These are the services which is given by the party planner star
Christopher Mills.
The Event Mill Boutique- Such services are delivered by other broad agencies and remarkable
party planners ( Guillet and Kucukusta, 2016).
The Event Mill Absolute- This kind of services are provided by creative team which provide
full range of design and uniqueness.
Bureau- Those services are rendered by trustworthy outside suppliers.
Executive summary: The Event Mill is a leading holders of business in event
management industry. Now the company wants to manage such a event in which they make
special appearance of British pop singer Ed Sheeran. By this they want to attract more people so
that their customer engagement may increase and this will result into greater sale of tickets and
greater profits. Ed Sheeran is an emerging singer which is liked by youngsters and the people of
all age so this event can boost their business image in the market and help them to get more
capture over market share.
Mission: Mission of The Events Mill is to attract more customers so that to increase
customer engagement and to enhance their clientele.
Vision: Vision of The Events Mill is to simplify the event management complexities so
that to connect people and provide quality and expertise experience to the clients.
Objective: The marketing manager of The Events Mills is required to form SMART
objectives which are as follows:
S -This stands for specific objective that means The Events Mills has set their objective
to increase their customer engagement and sales.
M- Means Measurable which means that objectives of The Events Mills should be
measurable as the marketing manager has decided to enhance the sale for 25% and customer to
18%.
A Refers to Achievable objectives as The Events Mills has aimed to achieve these goals
by several measures such as by providing suitable training to their creative team so that they can
provide more innovative ideas in future and by arranging development programs for the
employees (Kienzler and Kowalkowski, 2017).