Plan Event: Marketing Mix, STP, Human Resource Requirement, Financial Details

This report discusses the marketing mix, STP, human resource requirement, and financial details for planning a music festival event at Metro Bar Luton campus. It includes the roles and responsibilities of different teams, variable and fixed costs, and revenue generation through ticket sales.

PLAN EVENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of events......................................................................................................................3
Marketing mix.............................................................................................................................3
STP for event planning:...............................................................................................................5
Human resource requirement.......................................................................................................6
Financial details...........................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Event planning is the process of project management such as convention, meeting,
ceremony, team building activity, trade-show, etc. it involves the coordination of the very event
and activities is known as the event planning. Event plan also helps in guide all the component of
event. Planning event for music festival at metro bar Luton campus. This report will discuss the
marketing mix like 7 P's for event and whole marketing strategies with segmentation, targeting
and positioning. This report will also elaborate the human resources managements such as caters,
cleaners, etc. require for the event with their role and responsibilities as well as financial cost
such as variable costs. Fixed cost and total cost like ticket price, etc. that involves in event with
analysis the breakeven points.
MAIN BODY
Overview of events
Musical event will be held at metro bar Luton campus with competitive and pricing
strategy as well as signers will also available their as judges. This musical festival become one of
the most popular ways to consume the live music. It reflects the culture of individuals. The music
festival will be community event with the performance of singing and instruments playing. It
will help in bring people together as well as people will come together to enjoy the music. There
will be starters, foods and drinks. The invited people will be 200 maximum and also will provide
live stream of event.
Marketing mix
Marketing mix will to promote the event to markets and it is new terms. It is relevant for
planning the vents and also marketing methods to reach their audience. It helps in deals with the
marketing efforts. It is the set of tactics and actions that an event manager used to promote the
events in market (Lahtinen, Dietrich and Rundle-Thiele, 2020). The marketing mix consist 7 P's
includes products, price, place, promotion, people, process and physical evidence.
 Products: products are the components of marketing mix, there are planning for musical
event at metro bar Luton campus. Event consists the lot of fun and joy for visitors as well
as different types of junk foods, starters with soft and hard drinks. This event will also
provide opportunity to other singers to get on the ground floors and also there will be
competition and pricing for the singers in music event.

 Price: The price strategy event will be consisted the various expenditures such as caters,
cleaning, workers, but their customer are also prepared to pay for the ticket price because
there will be ticket price (Thabit and Raewf, 2018). The price also consists the variable,
fixed and total price of event because there are also includes the marketing cost of event
such as postage, advertising and printing as well as other basic expenses. price strategy is
the integral part of the event planning and production when that the budget provides for
marketing as an income expenses centre and primary event functions.
 Place: The location for the event will be aesthetics and attractive because of the musical
event. Young people like music so, the location will be preferred metro bar lutos campus.
Visitors will like place and includes the various convenience facilities like availability of
parking, staging a particular event, infrastructure of activities, security and safety for
event, availability of overflow space and originality of site.
 Promotions: The event will also include the various strategies across the marketing mix
such as direct marketing, advertising, in-store promotional activities as well as there are
also possibilities of digital promotion that includes the online event, chats, social media
group and livestreams of event. These strategies are most important part in marketing mix
because it helps awareness audience about the events and its detail which are necessary
for them and 0provide while information regarding the music festival and its venue.
 People: There will be 200 maximum people in event because metro bar have 200 people
capacity so, the ticket will also provide according to that. There will be those people who
interested in musical event and other people who cannot able to comes at bar than they
can watch live stream. Audience are also most important for event because without
audience events will not become successful festival.
 Process: People should take the ticket for entry and also require maintaining coordination
in events. There will be western dressing code for this event. People can watch live
stream through the social media platforms.
 Physical evidence: It helps in provide the proof of event can include ticket, invitation
cards, etc. that will send to people for musical event at metro bar. the physical evidence
helps in provide the proof that people are invited for event and ticket also helps in
provide proof that they don't get free entry (Anjani, Irham and Waluyati, 2018). ID cards

of caters and workers also helps in provide the proof that they are caters in events and
management team for musical event.
STP for event planning:
STP models helps in used to analyse the vents and communicate the benefits and
disadvantage as well as its values to specific people. It refers as segmentation market, target
audience and position event (Kuang, 2022). STP is the important part of the marketing and this
helps in understand achieving the competitive advantages.
 Segmentation: The segmentation of music event will consist the shape and size of
events. His event divides the group of people according to segments in demographic,
behavioural, geographic and psycho graphic.
Demographic Segment target market age, gender, education
and ethnicity because of music festival. Those
who are interested in afford ticket for entry.
Geographic Geographic by state, city and neighbourhood
that helps in make easy and fun the festival.
psycho graphic By personality, interested, values and
lifestyles. Who are looking for enjoyments and
fun parties.
Behavioural For interested people and they look beneficial
for musical event.
1. Targeting: There must be determined that where will be audience and who wants to
participate and interested in this festival. marketing media strategy will be use in these
events for effectively known about that who are event audience and visitors. The
targeting strategy helps in event to achieve the success. The event targeting the adult and
young females and males segment of populations. There are need to target more than on
target group for successful event (Liu and Shan, 2021). The event mangers will decide
the segments to target the identify audience for events.
2. Positioning: positioning in the mind of audience with the better arrangements for them
and impress them with event planning as well as it is the key of success of event. It is the

strategy that helps in determine the business failure and success. This helps in also
determine that event meet the expectations of audience. Events will satisfy to audience
and enjoy them and make unforgettable moments for audience.
Human resource requirement
Human resource plays a vital role in organizing an event. There are various roles and
responsibilities of individuals while organizing, conducting and after event. The role of human
resource starts from planning of an event and will continue after completion of event. There will
be various teams in organizing music festival event such as event management team, music
teams, housekeeping teams, refreshment teams and finance team (Boon, Den Hartog and Lepak,
2019). The roles and responsibilities of all teams are divided into three sessions i.e. before pre
event, during event and post event. Staffs are required during all these sessions for effective
planning and organizing of music festival. Pre event team will include event planners, finance
team and marketing team. Event planner will make a plan or how, when and where music event
will be organized (Lee and et.al., 2019). Marketing team will make plans and strategies for
creating awareness of event to targeted customers and attract them to conduct event. Finance
team is required for preparation of budget and raising of funds required for organizing event.
During event there will be requirement of event planners for organizing event, music
team who will include singers, musical instrument planners, sound system organizer, etc. and
waiters who will serve refreshments to guests (Zhao, Pu and Jiang, 2020). After organization of
event there will be requirement of cleaning staff who will wind up and clean the event location.
There will be requirement of effective human resource management who will be responsible for
recruiting staffs and segregating roles and responsibilities to staffs in accordance to their
qualification. HR manager will be also responsible for training of staffs and volunteers. HR will
be required for ensuring that all teams are doing their roles and duties in proper manner and
implement proper plan so that music festival can be conducted smoothly. Human resource
management will be required at every session of event as they are responsible for ensuring that
each staff is doing their roles properly and there is no problem while conducting event (Delalić
and et.al., 2020). HR management will install Virtual project management tool for tracking time,
handling finance and allocating work. This will help in organizing training sessions for staffs and
in effective coordination with other teams.
Pre event

Pre event staff Responsibilities
Event planner They will be responsible for planning music festival,
selecting location, hiring musical band, contacting
with suppliers who will supply refreshment items and
decorating location.
Marketing staff The marketing staff will be responsible for
implementation of marketing strategies through
marketing mix. They will also select customers for
whom event is conducted using STP analysis tool.
Finance staff Finance staff will be responsible for coordinating
with event planner and marketing team for making
budget for conducting music festival. They will be
required to raise funds by estimating total cost of
event. They will also be responsible for evaluation of
cost and revenue.
During event
During event staff Responsibilities
Waiters Waiters will be given duty to serve guests with
refreshments and other things as per guests'
requirement.
Event planner It will be responsibility of event planner to ensure
smooth and effective organization of music festival.
Security guards They will be responsible for checking tickets of
guests before allowing them to enter event location
and managing parking.
Post event
Post event staff Responsibilities

Cleaner Cleaners will be responsible for winding up and
cleaning of location after conducting of event.
Financial details
The event is being organized at Metro Bar Luton campus and it is a music festival with
an aim to entertain people and encourage singing talents. For organizing music festival there will
be some cost which will be incurred. The guests invited for this event are 200 guests as hall has
capacity of only 200 guests.
Types of costs Formula
Total variable cost Units of services * variable cost per unit of service
Total fixed cost Total cost- variable cost
Variable cost: Variable cost are cost that changes with proposition to additional production of
products or rendering of services. The variable cost will be divided in accordance to 200 guests.
The variable cost that is going to incur while organizing music festival are:
 Convenience charges
 Refreshment charges
 Advertisement and promotion expenses
 Charges for hiring music bands and singers
 Administration expenses
 Wages of voluntary staffs
These cost will be incurred in accordance to number of guests.
Fixed cost: Fixed cost are cost that remains fixed which does not change with increase or
decrease in number of guests (Li, Zhu and Liang, 2019). The fixed cost that is going to incur in
conducting music festival are:
 Rent of location
 Decoration expenses
 Stage expenses
 Sound system

 Salary of permanent staff
 Cost of installing Virtual project management tools
 Research and development cost of planning event
 Live streaming cost
 Cost of success celebration programme at end of event
Revenue: Revenue refers to income generated through rendering of services or offering of
products. In this project music festival is being organized which is a service for entertaining
people and encouraging singers and talented people among guests (HassanzadehFard, et.al.
2021). The event will be organized by selling of entry tickets which will cost £300 per guest.
Cost calculations
Costs. Amount in £
Variable costs:
3. Convenience charges
4. Refreshment charges
5. Advertisement and promotion expenses
6. Charges for hiring music bands and singers
7. Administration expenses
8. Wages of voluntary staffs
9. Other variable cost
1200
2100
2500
3750
1500
1800
1150
Total Variable costs 14000
Fixed costs:
1. Rent of location
2. Decoration expenses
3. Stage expenses
4. Sound system
5. Salary of permanent staff
6. Cost of installing Virtual project
management tools
7. Research and development cost of planning
event
4500
1560
2000
1600
4800
2560

8. Live streaming cost
9. Cost of success celebration programme at
end of event
1250
2250
2640
Total fixed costs 23160
Total cost of the event 37160
All these costs are estimated with best assumptions and variable cost are bifurcated in
accordance to guest count which will be 200 guests including refreshment cost of which will be
incurred on staffs and hired singers and DJs (Fonseka, et. al. 2019). These cost will be claimed
through selling tickets for event.
Advertisement and marketing cost will depend on level of sales, here the estimated sales
are 200 guests. For ensuring sale of 200 tickets and higher efforts in marketing and promotion is
required to be put. Therefore, advertisement and promotion expenses are categorized as variable
cost. Wages to voluntary staffs is also variable cost as wages will be given in accordance to
number of guests (Zhou and Dragan, 2018). The commission paid to music band and singers will
also be according to guests.
Breakeven point: Breakeven point is a point where organization does not generate any profit
nor loss. It is the situation where cost and revenue will be neutral. The profit and loss will depend
on number of sales i.e. if it produces more products there will be profit and if there is reduction
in products sale then there will be loss. The event organizes is music festival which is a service
unit which will provide entertainment service to its customers. The Break event point of music
festival:
Variable cost per unit of services £70
Fixed cost £23160
Selling price per unit of services £300
Contribution= Selling price- Variable cost
Contribution £300- £70

Contribution £230
BEP= Total fixed cost/ Contribution £23160/ £230
BEP 100.69
From the above table it can be concluded that if company sells tickets to 101 guests then it will
reach at a point of no loss and no profit. As company is conducting event for 200 guests it will
generate profit as BEP is at 101 guests. Here BEP is at 100.69 but guests can't be in decimal
therefore it is rounded off to 101 guests.
CONCLUSION
The project is about event planning where music festival is planned to be organized with
200 guests at Metro Bar Luton Campus. Organizing an event is very complex process as
organizer is required to take care of many things. The project had highlighted different marketing
strategies used before organizing the event to analyse and evaluate market and for promoting the
event and making people aware of same. The marketing tool used was marketing mix which
includes 7 elements. The customers who were targeted was evaluated using STP tool which
divides customers into different segments and organization is required to select appropriate

segment for music festival. It also included human resource required for conducted event and
ensuring success of event. Human resource management plays a very important role in planning
and organizing of music festival. Lastly there was finance detail which included BEP.

REFERENCES
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