Diploma of Management: Task 3 - Marriner Theatre Marketing Analysis

This report, prepared for a Diploma of Management course, analyzes the Marriner Theatre's marketing and audience development strategies. The report begins with an introduction to the theatre and its business objectives, which include building a strong global reputation and increasing revenue through both domestic and international tourism. It then delves into brand marketing and direct marketing techniques, highlighting their importance in engaging audiences and driving ticket sales. The report also outlines research objectives aimed at understanding audience behavior, expectations, and perceptions, as well as exploring effective marketing measures. A financial budget is presented, projecting revenues, expenses, and profit margins. The conclusion emphasizes the importance of integrating effective marketing strategies, including brand and direct marketing, to achieve business goals and expand the theatre's reach. The report also includes references to support the analysis. The report is available on Desklib, a platform offering AI-powered study tools and resources for students, including past papers and solved assignments.

Running head: DIPLOMA OF MANAGEMENT
Diploma of management
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Task 3...............................................................................................................................................3
Introduction......................................................................................................................................3
Business objective...........................................................................................................................3
Brand Marketing..............................................................................................................................4
Direct marketing..............................................................................................................................5
Research objective...........................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Task 3
Introduction
The Marrine theatre is the theatre located in Melbourne that has become identified
regionally as crucial arts center and differentiated from others via electric programming. The
Marrine groups provides wide range of theatre shows, packages and tickets. This theatre group
has attained reputation for its award wining catering, events, conference, launch of product,
providing entertainment to the people. It is the destination for the performers with both national
as well as international reputation. The comedy theatre of this group mainly offers different types
of theatre as well as live entertainment.
Business objective
The vision of this comedy theatre organization is to build good reputation across the
globe for the comedy festivals. The mission of this company is to bring continuously different
kinds of art of comedy by the local as well as international comedians who do their performances
in festivals without any kind of barriers. Moreover, they also prioritize in meeting their
performance requirements and for taking advantage of opportunity to enhance their skills by
offering workshops as well as seminars and also creating meeting place in which members
around the world can come here for interaction (Marrinergroup.com.au. 2018).
The main purpose of this comedy theatre is to discover, develop and also showcase wide
range of talent for entertainment as well as inspiration of the wide based audience. Their main
business objective is to create more amount of revenues by attracting large number of domestic
as well as international tourists from around the world. However, the company have been

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looking to commission an enterprise to carry out researches to develop strategic marketing and
audience development plan.
The Marriners group business plan will aim -
 To provide diverse as well as challenging program, which attracts individuals across the
region.
 Increase their total number of attendees
 Develop new audiences for its company
 Develop audiences for its new strand of work
 To develop region wide reputation mainly for its comedy shows
 To provide entertaining as well as educational work for the children
 To be the part of programming networks that facilitate the audience to develop, enrich
program and offer new opportunities for the funding purposes
As this company focuses on the carrying out strategic marketing, they must try to
produce audience in theatre through Brand marketing as well as direct marketing (Baumgarth
2014).
Brand Marketing
As per Boerner and Jobst (2013), this kind of marketing is mainly designed to engage
audience emotionally and create awareness within them for its brand name. This type of
marketing will help to provide messages to the community or audience regarding their work. The
marketers of this Marriners group must try to focus on brand marketing in order to build as well
as create emotional connection between the audience and their brand. The objectives of their

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brand marketing should also involve enhancing community awareness, promoting critically
acclaimed awards and changing the perceptions of its business.
Direct marketing
According to Amirkhanpour, Vrontis and Thrassou (2014), direct marketing mainly
entices different prospects for taking action from its marketing communications. This type of
strategic marketing techniques will be most effective for the Marriners Group as they can
establish its brand and creates awareness as well as perceptions to the people about its theatre
and programs. This will facilitate the people from understanding about overreaching premise of
their reason behind going and seeing the comedy theatre. The objectives of its direct marketing
will also revolve majorly around enhancing ticket sales, increasing memberships to its theatre,
calls to Box Office and achieving different digital objectives such as- purchase conversion rate
and visits to the websites (Baker 2014). One of the crucial principles of direct marketing that
they should focus on is to have call of action that is – defined journey for any kind of prospects
for taking once they finishes their communications. Apart from this, the other objectives that the
Marriners group marketer’s must focus on are- to sell tickets based on the preference of its
customers and giving thought around certain ways that people can buy tickets for its products.
They must also focuses on calling to actions for guiding the prospective audience members to
online website in which they could purchase tickets. However, setting marketing objectives for
its theatre will mainly depend on kind of audience and communications with them (Gerritsen and
van Olderen 2014).
For carrying out audience development plan, the Marriners group must develop their service
in order to meet the requirements of audience (Zarantonello and Schmitt 2013). While making

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their audience development plan, the Marriners group should concentrate on few objectives that
include-
 Becoming better informed regarding their users
 To have stable future in its business
 To be more likely for developing services that people want and prefers
The major principles that the marketers of this comedy theatre must concentrate on are-
 To involve people such as- staffs, trustees, governors, volunteers and users as well as
non- users
 To understand the requirements and interests of people
 To address the people’s reasons for aiming to enhance their usage of service
 To review as well as update the plan regularly as the audience development plan
progresses
They must also concentrate on holistic approach for developing its audience plan. They
must focus on three elements that includes- educational, programming and marketing for
achieving effectual objectives of the audience development plan.
Research objective
The main objectives of the research study is to –
 To conduct research about the attitudes and behavior of people residing in Melbourne
 To investigate the expectations and perceptions of audience regarding their comedy
theatre program
 To explore existing measures for attracting audience at its theatre towards strengthening
innovative measures for effectual audience development

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 To investigate effective strategic marketing measures that the Marriners group must
adopt for improving their business performance
One of the qualitative objectives of this research will be to measure effectiveness of brand
marketing (Quinlan et al. 2018).. This objective has been taken into account as qualitative in
nature since it is dependent upon certain changes in the audience as well as community
perceptions. The objective of this research is to measure effectiveness of brand marketing in their
business through interview processes. The interview process will provide more qualitative
insight into its brand and show how the audience are visibly identifying its brand.
One of the quantitative objectives of this research will be to explore, attitudes, behavior,
expectations and perceptions of audience regarding the comedy theatre. This objective has been
taken into account as quantitative in nature as this will help to increase profitability in business.
This research will focus on how this objective can be measured using survey processes.
Moreover, this research will focus on how this theatre group can detect different ways of
attracting audiences to build relationship that might sustain them in theatre (Nardi 2018).
Task 7
Financial budget
Budget
Particulars Amount Amount
Revenue
Sales of tickets
$
650,000.00
Membership subscription
$
120,000.00
Other revenues
$
340,000.00
Total revenues $

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1,110,000.00
Less: Expenses
Employees expenses
$
220,000.00
Affiliation fees
$
35,000.00
Administration expenses
$
190,000.00
Marketing and advertising expenses
$
145,000.00
Grant for educational work
$
72,000.00
Legal fees
$
27,000.00
Utilities
$
44,000.00
Miscelleneous expenses
$
32,000.00
Total operating expenses
$
765,000.00
Earning before interest and tax
$
345,000.00
Less: Interest expense
$
52,000.00
Earning before tax
$
293,000.00
Less: Income tax (Note) $ -
Profit after tax
$
293,000.00
Profit margin 45.08%
Conclusion
From the above discussion, it can be concluded that the Marriners group must focus on
integrating effective strategies in order to develop strategic marketing plan and audience
development plan. The marketers of this theatre group should adopt both brand marketing and
direct marketing in order to make effective strategic marketing plan. Furthermore, for structuring
audience development plan, the marketers of this company must communicate with the audience

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in order to build good relationship with them. Moreover, it has been projected from financial
budget that the Marriners group can profit in its business if they achieve the above business
objectives. Thus, it is predicted that the company will expand their business across the globe in
future.
References
Amirkhanpour, M., Vrontis, D. and Thrassou, A., 2014. Mobile marketing: a contemporary
strategic perspective. International Journal of Technology Marketing 5, 9(3), pp.252-269.
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Baumgarth, C., 2014. “This theatre is a part of me” contrasting brand attitude and brand
attachment as drivers of audience behaviour. Arts Marketing: An International Journal, 4(1/2),
pp.87-100.
Boerner, S. and Jobst, J., 2013. Enjoying theater: The role of visitor’s response to the
performance. Psychology of Aesthetics, Creativity, and the Arts, 7(4), p.391.
Gerritsen, D. and van Olderen, R., 2014. Events as a strategic marketing tool. CABI.
Marrinergroup.com.au. (2018). [online] Available at:
https://marrinergroup.com.au/venues/comedy-theatre [Accessed 7 Dec. 2018].

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Nardi, P.M., 2018. Doing survey research: A guide to quantitative methods. Routledge.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2018. Business research methods. South Western
Cengage.
Zarantonello, L. and Schmitt, B.H., 2013. The impact of event marketing on brand equity: The
mediating roles of brand experience and brand attitude. International Journal of Advertising,
32(2), pp.255-280.