Business Practice BSS0051 Event Planning Report - University

This report provides a comprehensive analysis of an event plan, focusing on a fashion show. It delves into the marketing mix, specifically the 4Ps (Product, Price, Place, Promotion, and People), and their application to the event. The report explores crucial aspects such as venue selection, model casting, theme development, and the importance of physical evidence in creating a successful event. It also examines promotion strategies, including how to market the event effectively. Furthermore, the report details the pricing strategy, including a break-up cost analysis. Overall, the report offers a practical guide to event planning, providing insights into the key elements required for a successful fashion show and related business practices. The report is based on a BSS0051 business practice assignment.

Running Head: BUSINESS PRACTICE BSS0051
Business Practice BSS0051
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1BUSINESS PRACTICE BSS0051
Abstract:
The report has studied the marketing mix that will be involved in the analyzing of the
marketing mix of the fashion show that will launched as an event presenting the latest trends
and the global brands that will best reflect the event. The launch of the various brands will
reflected through the market mix. It reveals that an affordable pricing strategy along with the
product base at the proper level is required for the success of this event.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Event Planning through the development of the 4Ps of Marketing.......................................3
People.................................................................................................................................3
Process Involved................................................................................................................5
Physical Evidence..............................................................................................................6
Promotion...........................................................................................................................8
Product or Service offered.................................................................................................8
Place or Venue of the Event...............................................................................................8
Pricing Strategy..................................................................................................................9
Break Up Cost of the Entire Event...................................................................................10
..................................................................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................13

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Introduction
The recent trend observed in the global fashion events expose its market to the new
target audience in order to market the particular fashion brand. The marketing of fashion
events include the use of the several marketing techniques that encourage the equality and the
quantity of the sales pattern. The marketing of a fashion show event targets that set of
audience who are prone to purchase a clothing type. In the course of establishing the current
structure in it target market. The choice of the most appropriate form of target market
provides the basic key to the success of the chosen marketing campaign and strategies that
were implemented before and during and after the event, which are both very essential. In
order to market a particular fashion plan the determination of the correct form of target
audience is very essential. The particular type of target audience is selected by considering its
demographic characteristics such as the age pattern, the level of education and the income
and the ethnicity level among the various groups (Datta, Ailawadi and Van 2017).The various
level of psychographic information is also required about their different hobbies and the types
of different stores along with the various forms of media that the people enjoy. This type of
information will help the people in determining the particular advertising vehicles that they
use. For instance, if the target audience is set at a parameter of 18 to 24 then the digital
media will be enjoyed that are more likely to reach the required the target audience than the
printed newspapers.

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Discussion
Event Planning through the development of the 4Ps of Marketing
People
The modern form of marketing mix and strategies position the tool of ‘people’ in the
marketing mix strategy along with the other 4Ps like product, price, promotions and place.
Without the marketing mix of people all, the other Ps will remain almost incomplete with the
purpose of formulating a successful business formula. The aspect of ‘people’ refers to that
entity that are indulged in the functioning of a company by incorporating the tools of
development, new designs and the course of manufacturing of the particular products. To do
a particular type of market research tools in order to establish the demand and supply chain in
order to incorporate the timely delivery tool in order to provide the various support services
to serve as the key touch points to facilitate the various forms of customer interaction among
the rest (Amponshah et.al 2017). Apart from the core management team, other associated tool
is held responsible for the launching of the new products and services in the domain of
company. Companies should take the required time to hire its people that show the required
level of competence and the right level of expertise in a particular industrial domain where
they operate. This holds true for those factors that operate in the entire organization, starting
from the managers to the ordinary level of workers. The investment procedure in the people
with a high degree of caliber will allow the different business strategies to present before the
market the best form of products and the services that will be by the target customers as set
by the concerned company.
The people will represent the event that will also give the company a positive form of
image set up for the consumes that form the target market. The fact is evident that the
positive image set up will always attract the higher level of sales from the fashion show

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event. The people who are actually supposed to become aware of the different wants and
demand of the customers that want the best possible way to make the customers ready for
what they really want (Jaelani 2017). The various levels of marketing efforts that will keep its
focus on the generation of the various needs that attracts the different marketing concepts. At
the time when the event prospects become ready, to purchase then these people have to make
sure that the different products and services will be made accessible to the different
customers in the most affordable manner. In case of failure in most of the cases to carry out
their responsibility, the event managers or the specific event base will not be able to construct
a very particular form customer base platform in order to sustain their program in profitable
manner. The event managers no matter what their size is will require supporting their
different products and services sector that will be made accessible to them in the most
appropriate and the convenient manner along with the most affordable terms of the consumer
base. The event managers should also keep their efforts high in boosting up the interests of
the audience.
Process Involved
The event manager of the particular fashion show event need to strategize and
incorporate the various processes that are required for a successful fashion show event. The
processes are first, to pick an appropriate venue in order to organize in an effective manner
to strategically select a venue that will be aligned according to the type of collection and the
overall vision of the fashion brand. The event manager should take help from the success
stories of the famous brand structures like the John Eliot or the Yeezy brand that will be able
to portray the most creative decisions in order to create an overall impact on the size and
popularity of the brand event. The size of the venue that can vary from a small apartment size
or maybe as large as a huge ballroom , but the most significant factor that should be
considered always is the ability of the organizer of the event to understand and accordingly

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analyze what are the factor that will aid help in radiating the varying degrees of collection of
the brand that will be able to portray a positive light on the latest trend soft the brand
structure. The event managers for their show shall seek the local venues of hosting a several
kind of events but if the search become successful, enough then it should also pave the way
of digital promotion. There are various online servers like the Venucomb and the Cvent can
help to provide a essential guideline to the managers.
The second criteria that should be involved in presenting a successful fashion show is
the selection of models to cast them properly in the collection of the brand structure. In this
context, it is very essential to consider the fact that these models can also affect the impact of
the line. The brand should try analyzing the models who will stand out on the runaway and
will eventually create a memorable significant impact on the type of clothes that they will
wear. The capability of any brand to establish a notable connection or a link between the
models hired and the clothing selected for them will be a sign of immense success by
incorporating the unique forms and the other eye catching models to give a great deal of show
flair across the event. Apart from these factors, there will be other searching tools for the
models to be hired and at times, it can be a highly lengthy process (Liu et. al2017). The third
factor that should be incorporated in the process is the selection of an appropriate theme
song and an appropriate clothing to exhibit the sense of the most significant part of the
event that will be organized. Essentially the content will not necessarily portray to the world
to highlight the most significant thought of th collection that has to be made. The most
interesting aspect of the event should be the collaboration made with the designer to bring out
the most creative decisions that make up the entire premise of h fashion show that will be
organized.

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Physical Evidence
The physical evidence also provides a very essential tool in the marketing mix of any
product. In case of the fashion show event that has to be organized are in mainly in the
intangible form of marketing. However, the audience who will act as the customers are more
focused on showing the reliability on the physical structures that will eventually help them
win marketing their specific products (Dadzie et.al 2017).Therefore, the event managers have
to develop the skill of providing the physical evidence in order to replace the traditional
system of providing the physical cues essential for incorporating interests of the audience in
the fashion show event. In the context of the fashion, show event the physical environment
will include the space by which the people will be surrounded by the consumption of that
particular service. The physical environment for a fashion show event should comprise of the
most ambient conditions that will include a proper spatial layout highlighting the details of its
functionality along with the different signs and symbols of the brand that will be presented in
the event. The ambient conditions will include proper and correctly adjusted sound, lights and
seating arrangement for the audience (Wahab et.al 2016 ).( While maintaining the correct
level of ambience the elements should be kept in mind like the relaxing and the environment
that will be all over calm where the correct level of brightness and sound will yield the
maximum customer satisfaction and experience. More focus should be put on the spatial
layout and the functionalities.
The next critical element that should be considered while launching the fashion show
will include the different forms of corporate image and the level of identity that will be
properly supported by the different signs, symbols and the brand image of the show. The
stage design should be an essential element in the launching of the upcoming event. Both the
interior and the exterior environment surrounding the show should also be emphasized during
the launch. The interior design will include the interior design and the facilities that will be

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made available for both the performers and the audience who will act as the customers of the
particular event. The interior facilities will also require the digital media that will be
associated with the fashion show. The physical environment will also include the timely
distribution of the brochures before the event or during the event is going on so that the
audience is full aware of the event sand regarding the performers of the show. Along with all
these factors, the significance of the other factors like the standard of tools used, the dress
codes, the business cards and the invitation processes. The tickets are very important in the
context of the physical evidence of a fashion show event. The event managers should also put
all the efforts to print their brand’s logo on the ticket to trigger a greater degree of enthusiasm
among the customers. The event managers should also plan the number of tickets in such a
manner so that it does not lead to overcrowding of any event.
Promotion
The best ways to promote any successful fashion event is to promote the show
through the various mediums of personal blogs, the different vloggers on Youtube channel
and the different influencers that are there on instagram. The process of moving through the
various marketing campaigns will be having a more visual appeal and interactive in the long
run. The influencer marketing structure has gained a lot of traction in the end scenario along
with the various fashion brands that are already being accounted on a very serious note. The
particular fashion brand can also hire an influencer who has absolutely no concerns with the
industry in particular. However, the new generation of the most popular influencers has
overtaken on the fashion-marketing brand. In order to keep aligned with the new trend the
brand needs to reach out to the popular bloggers of fashion industry as a part of their
marketing campaign (Aras et.al 2017).

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Product or Service offered
By the starting of the modern 21st century, the digital media had become the most
popular form of retail outlet, which has also created new set of outlets in the process, which
has opened up the new avenues for the merchandise industry. In the era of the growing
diversity in the shopping options set for the retail customers, which has emerged as the
leading cornerstones of the modern industrial domain. The leading fashion designers and the
associated manufacturers have ways for the promotion of their clothes not only set for the
retailers but also for the media industry directly meant for the customers (Aras at.al 2017).
Place or Venue of the Event
The selection of the venue of any particular fashion event is the most echoing
symptom of any fashion industry. In fact, it becomes the defining statement of any latest
fashion show event. The fashion collection of the latest brands has a narrative inspiration
effect on the event to be launched. The clothes to be launched always lead a story before
starting in its runaway during any event. The clothes are often designed based on the height
of the ceilings, the history of the venue and the other attributes related to the venue for that
particular event. The selection of the venue should be such, which will yield the maximum
audience for that particular event. The choice of that particular venue will also encourage the
runaway that will start the fashion show (Zhao 2016).

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Pricing Strategy
The fashion industry will consist of a set of designers, the different types of
manufacturers and the retailers who will be dealing with the clothing of the models, the
different manufacturers and the retailers that are set to target the different segments of the
consumers. The fashion brand companies should aim to create a fierce competition among the
different form of brands along with creating a standard brand image formula among the other
companies (Pinchera and Rinallo 2019).The apparel form of companies that will put their
effort to employ several branding strategies in order to gain the level of competitive level or
the form of competitive advantages in the domain of the market place scenario. In case of the
specified fashion show, the form of bundled pricing strategy can function in the most
appropriate manner. It is because of the reason that the multiple form bundled products that
will be sold altogether at the single lowest price that will finally convey the most appropriate
sense of additional cost incurred for boosting up the efficiency along with sustaining the same
level of budget throughout. Many customers often seek to lower the given level of prices.
Customer mainly in the segment of the fashion industry have the opportunity to yield a
tremendous volume in the sales outcome at the cost of the rising levels of lower units of
profitability margin. The price sensitivity margin of the customers often is very closely
related with the particular brand image rather than the inherent quality or the market value of
the particular brand which will be projected in the fashion show.
The adoption of the value pricing strategy is always set at a particular place between
the budgets to yield a decisive cost pattern in the event. In case of a fashion show event, the
brand should aim to provide a profit return along with affordable pricing for the audience.
The audience in this segment always look for the clothing and the different set of accessories
that can last for several years or even more (Sari 2017). This pattern will ensure a certain
degree of durability of the different materials. The basic pricing strategy of the market to set

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the prices for this particular strategy that do not work much hard on the area of its promotion
in front of the audience (Aras et.al 2017). The price promotion strategies can prove to be the
most effective tool for increasing the sales volume and enhancing the customer loyalty for
formulating the different form of pricing strategies The customer loyalty programs should be
used as an effective market tool to bring in the new customers in the preview of the existing
customers base a reason to spend more time in the different branding strategies (Cope and
Maloney 2016). The pricing strategies should be formulated in such a manner that will be
profit based at the same time will be equally affordable for the customers.
Break Up Cost of the Entire Event
total
cost
total
cost
#REF! 240 94
#REF! 60 94
#REF! 40 94
#REF! 30 94
#REF! 32 94
#REF! 150 94
#REF! 552 94
#REF! 40 94
#REF! 80 94
#REF! 80 94
#REF! 60 94
#REF! 8 94
#REF! 96 94
#REF! 364 94
#REF! 210 94
#REF! 4 94
#REF! 38 94
#REF! 37 94
#REF! 70 94
50 50 94
#REF! 199 94