Marketing Management for Oxjam Musical Event

The report analyses the marketing strategies for Oxjam Musical Event, which aims to beat poverty in the community of United Kingdom. It covers the marketing mix, STP analysis, risk management and evaluation. The report suggests that crowdfunding can be an effective way to manage poverty and improve the reputation of the organization.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has thrown light on the different kinds of marketing strategies which can be
beneficial for the overall success of the event of Oxjam in an accurate manner. Furthermore,
the marketing mix and the STP analysis have been conducted which helped in managing the
global aspects of the Oxjam in such a way that will be helpful in beating poverty in the
community of United Kingdom. Through the help of crowdfunding, the entire aspects of
managing the poverty of the individuals can be solved with the proper implementation of the
strategies effectively.

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Table of Contents
Introduction................................................................................................................................2
Definition and Classification of Special Event..........................................................................2
Scope and Impact of Marketing and Events Within Organization............................................3
Description of Marketing Mix and Role of Marketing Strategy................................................3
Application of Basic Event and Marketing Concepts................................................................5
Segmentation, Targeting Positioning Analysis......................................................................6
Risk Management and Evaluation.........................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................9

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Introduction
The report helps in the overall analysis of the special event “Oxjam Musical Event”
which is based in the United Kingdom. The description of the special event is required to be
analysed along with the impact of the marketing strategies within the organisation. The
marketing mix of the trade exhibition is necessary to be done which will be beneficial for the
evaluation of the success of the organization successfully.
Definition and Classification of Special Event
The special event is the occasion or the function which helps and aims in generating
the money for the community group which requires proper planning for transportation along
with other aspects which will be beneficial for the successful completion of the event in an
accurate manner. There are different kinds of special events which are luxurious wherein
there is a high level of complexity along with suitability for the various groups.
There are different events which are being classified under the special event are the
different fetes, music festivals along with trade shows which will be beneficial for the raising
of the funds in an effective manner.
The “Oxjam Musical Event” is being conducted which helps in raising funds and
generate income which will boost the assets of the organization to continue their operations
successfully. The special event “Oxjam Musical Event” helped and assisted in improving
their reputation by beating poverty in the different areas in an efficient manner. The
sponsorships provided to Oxjam are the University of Nottingham, Breeze Magazines along
with CP Walker and Sons (Oxfamblogs.org. 2018).

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Scope and Impact of Marketing and Events Within Organization
This has been noticed that there are different sponsorships provided by the
organizations to Oxjam Music Festival wherein the primary motive is to beat the poverty in
the community. With the help of aids, this helps in providing large means of broadening the
competitive advantage by improving the image of the organization, credibility and prestige
by supporting the event of which the target market will find the same attractive (Bahadir,
Bharadwaj and Srivastava 2015).
Moreover, with the marketing and sponsoring events which are being adopted by the
organization will be beneficial for the meeting of the significant demands of the customers
and along with appropriately improving their overall brand image. With the sponsorships
provided by the companies, this is essential to appraise the different opportunities to become
more significant and analyse the marketing goals a swell.
Sponsorships are the key to powerful marketing which will be beneficial for enhancing the
brand image of the University of Nottingham. The sponsorship events conducted by the
University of Nottingham and Breeze Magazines will build brand awareness and driving the
sales for the overall company which will attract more students to study at the respective
university, and this will be increasing the reach of the customers to increase the sales. Lastly,
the sponsorships will be helpful for the University of Nottingham in differentiating
themselves from the other competitors in the market as well.
Description of Marketing Mix and Role of Marketing Strategy
The marketing mix of the Oxjam will be helpful in analysing the product, price, place
along with promotional activities which will be beneficial for the success of the entire event

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in an efficient manner which will be appropriate for sending the message all across the world
and making the individuals understand the contribution of the crowdfunding.
Product- The Oxjam event is the main product which will be tailoring the needs of
the poor which is done through crowdfunding. The product will be inclusive of the different
ancillary activities along with contests and promotional activities wherein the main focus will
be on the groups and to reduce the poverty issues among the entire community.
Price- The fee which will be charging from the different audiences who will be
attending the concert will help them in meeting the needs of the needy ones. There will be the
creation of the opportunities of sponsorships which will help in assisting the poor and making
the event successful as well. There can be the inclusion of the giving aids to the different
companies which will be providing gifts for the participants to make the event successful.
Promotion- The choosing of the print publications along with the broadcasting
stations and the websites which will be appropriate to target the different audiences. The
creation of the public relation is being done by Oxjam in such a manner which will continue
to maximise the benefit which will be generated from the event for the unfortunate
individuals. Oxjam uses the different social media pages which will be beneficial for the
overall success of the concert.
Place- The Oxjam event will be conducted in the United Kingdom in different central
locations as this will be appropriate for the determination of the most significant approaches
to attract the maximum number of customers in the market. Oxjam tries to provide the tickets
online as this will help them in understanding the attendance and increase the sales and the
funding which is done for the reducing and beating the poverty in the market as well.

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From the marketing mix, this can be analysed that all the four elements of the
marketing mix play a significant role which will be appropriate for understanding the needs
and wants of the individuals and appropriately raise the fund as well (Gummesson, Kuusela
and Närvänen 2014). These are the four parameters which are beneficial for Oxjam Music
concert as this will help them in increasing the number of audiences and this will increase the
productivity and profitability of the organization appropriately. The promotional activities are
helpful in drawing the attention of the different customers to gain more funds for the beating
of poverty (Baker and Saren 2016).
The marketing strategy plays a significant role in the Oxjam Music Concert as this is
the essential technique which is being used by them to attract a large number of customers for
the concert and gain more funds for reducing poverty in the entire community in an efficient
manner.
 Firstly, for the pre-event launch, there are different blog posts and social media pages
utilisation to make the audiences aware of the concert (Kumar 2015).
 For the launch of the event, the emails can be used to gain the more competitive
advantage in the market along with the help of the press releases which will be
beneficial for the success of the firm in an effective manner (Bahadir, Bharadwaj and
Srivastava 2015)
Application of Basic Event and Marketing Concepts
Proper planning is essential for the overall conducting concert of Oxjam in the
community of the United Kingdom. While conducting the event, this is essential to analyse
the tastes and preferences of the viewers who will be beneficial for them to perform the fest
in such a manner (Lusch and Vargo 2014).

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Secondly, the coordination is the other aspect which is essential to make the concert
successful as this will minimize the different conflicts and delays in starting the program.
With the assistance of coordination, the organization can achieve the objectives quickly and
easily (O'Cass and Heirati 2015).
Staffing is the other aspect wherein it mainly focuses on improving and maintaining
the human resources in the organization which will be successful for the overall success of
the event in a positive manner (Dodgson 2018).
Segmentation, Targeting Positioning Analysis
Segmentation
 On the basis of Age- Age Group of 16-35 years of age On the basis of Social Class- Both men and women who belong from premium or
higher income group (Saleh 2016)
Targeting
Both men and women will be targeted for the special event of Oxjam wherein the men and
women will be the target customers who are from high disposable surplus income family
(Huang and Sarigöllü 2014).
Positioning
The Oxjam will be positioning themselves as the fun musical event wherein the
primary target audiences will be from the high-income group. Furthermore, the primary
motive of the game is to address the poverty in the community and break the poverty aspects
from the economy as well (Lovelock and Patterson 2015).

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Risk Management and Evaluation
During the concert, there can be the introduction of different safety regulations and rules
which will ensure safety. This will be the responsibility of the Oxjam show to enable
innovation and learning and appropriately manage the risks. This helps in providing that the
individuals to exercise the rights of the protection in any danger and this will be beneficial for
their well-being and brand image.
Figure 1: Risk Management Tools
(Source: Wensley 2016)
Conclusion
Therefore, this can be concluded that marketing plays a vital role in managing the different
activities of the events in an effective manner. With the help of the marketing mix, the
different kinds of products, price, promotional activities and the place have been analysed
which can be adopted by Oxjam to become more significant towards the approaches of
beating the poverty in the entire community. The role of the marketing strategy has been
helpful for analysis of the crucial resources of the Oxjam event. Lastly, the segmentation,

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targeting and positioning have been beneficial in becoming more significant in their
approaches to becoming successful.

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References
Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K., 2015. Marketing mix and brand sales in
global markets: Examining the unexpected role of country-market characteristics. Journal of
International Business Studies, 46(5), pp.596-619.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Dodgson, M., 2018. Technological collaboration in industry: strategy, policy and
internationalization in innovation. Routledge.
Gummesson, E., Kuusela, H. and Närvänen, E., 2014. Reinventing marketing strategy by
recasting supplier/customer roles. Journal of Service Management, 25(2), pp.228-240.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to the market outcome,
brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to
look out for. Journal of Marketing, 79(1), pp.1-9.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
O'Cass, A. and Heirati, N., 2015. Mastering the complementarity between marketing mix and
customer-focused capabilities to enhance new product performance. Journal of Business &
Industrial Marketing, 30(1), pp.60-71.

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Oxfamblogs.org. (2018). Oxjam – The Music Festival that Beats Poverty. [online] Available
at: https://oxfamblogs.org/oxjam/ [Accessed 10 Dec. 2018].
Saleh, M.A.H., 2016. Themes and topics of research in marketing: A content analysis of the
articles published in three marketing journals. International Journal of Business
Administration, 7(1), p.12.
Wensley, R., 2016. The basics of marketing strategy. The marketing book (pp. 75-107).
Routledge.