Report on Classification of Special Events

Understanding
Marketing Events

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. DEFINITION AND CLASSIFICATION OF SPECIAL EVENTS............................................1
2. KEY MARKETING ACTIVITIES UNDERTAKEN BY BRITISH FASHION COUNCIL.....2
Key marketing activities..............................................................................................................2
Role of London Fashion Week....................................................................................................3
3. ROLE OF MARKETING MIX...................................................................................................3
Application of marketing mix in London fashion Week.............................................................3
4 (A) MARKETING STRATEGY INFLUENCED BY.................................................................4
Segmentation...............................................................................................................................4
Targeting and positioning............................................................................................................4
(B) RISK MANAGEMENT CONSIDERATIONS........................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

LIST OF FIGURES
Figure 1: London Fashion Week Festival........................................................................................2

INTRODUCTION
Marketing an event is concerned with development of a themed exhibit for promoting an
organization, product or service (Kim and Ko, 2012). These can take place online or offline and
play a major role in raising the awareness of its audience (Bowdin and et.al., 2012). London
Fashion Week (LFW) is a special event that comprises of exuberant catwalk shows and
exhibitions that form the heart of fashion industry (History of London Fashion Week, 2017). The
event is organized in London and is attended by a number of fashion designers and media
persons. The present report explains the classification of special events. It further explains the
key marketing activities undertaken by British Fashion Council thereby explaining the role of
LFW. The role of marketing mix has been explained in relation to developing an event marketing
strategy. Lastly, risk management consideration that need to be taken into account for LFW are
discussed.
1. DEFINITION AND CLASSIFICATION OF SPECIAL EVENTS
Special event is defined as an event which brings a large number of people together to
participate or watch. Special events are classified on the basis of their impacts on community.
Depending on their impact, the special events can be classified into the following categories:
 Mega event: A mega event is defined as an event that is characterized by a unique one
time nature (Kim and Ko, 2010). This is in relation to the specific place in which the
event was held. For example, Olympic Games held in Athens in 2004.
 Major event: A major event is defined as an event that is capable of generating
significant economic, cultural and social benefits in immediate as well as long term. It
also acts as an attraction for large numbers of international spectators and participants.
For example, FIFA U20 men’s World Cup.
 Hallmark event: These events are the major expositions, fairs and sporting events which
are characterized by regularity. The hallmark events are conducted with the prime motive
of providing an opportunity to the community for gaining a high prominence in the
market place. These are either arranged on a regular basis or on one- off basis (Moeran
and Pedersen, 2011).
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