MAR002-2: EDT Camp - Live Nation's Detailed Marketing Plan

This report presents a comprehensive marketing plan for EDT Camp, a one-day music event organized by Live Nation in the UK. It includes an executive summary, event overview, marketing objectives (brand awareness, new customer targeting, and understanding customer needs), and an analysis of Live Nation's position in the market relative to competitors like Eventribe and Eventim. A SWOT analysis identifies the event's strengths (DJ lineup, central location), weaknesses (potential customer dissatisfaction with event timing, lack of latest tech), opportunities (leveraging technology and online platforms), and threats (competition, DJ costs, legal formalities). The marketing strategies cover product, price, place, and promotion, with a focus on competitive and cost-effective pricing and leveraging social media for promotion. The report also addresses organizational implications and contingencies for risk reduction, emphasizing the importance of a skilled event management team. Desklib provides access to similar solved assignments and study tools for students.

EDT CAMP

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Executive summary of the marketing plan..................................................................................3
Overview of the event..................................................................................................................3
Marketing objectives of the event................................................................................................3
Analysing the position of the company in relation of organizing the event................................4
SWOT analysis of the event........................................................................................................5
Marketing strategies for EDT Camp............................................................................................6
Budget:.........................................................................................................................................7
Organizational implication and contingencies for EDT camp....................................................8
Monitoring strategies...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plan refers to the collection of strategies that is used by the business in order to attract
the customers. This essay will describe the marketing plan of the one-day music event that will
be organized by the Live nation company. The name of the event is EDT camp. Along with this,
the essay will describe all the important elements of the marketing plan that ensures the profit to
the company.
MAIN BODY
Executive summary of the marketing plan
The live nation organization is launching the EDT camp in summer in UK. This is the one-day
music event that will be launched by the company. The marketing plan of the event will analyse
the objectives, missions and visions of the organization. Also, the marketing plan will involve
the targeted customers for the event, the competitors, the marketing strategies for making the
event successful, the action plans, the goals and the budget plan related to the event. The top-
level management of the live nation organization making a keen focus over creating the effective
music event. So, the customers will remember it for many years. This marketing plan will
evaluate the proper strategies that will add glory in the success of the EDT Camp.
Overview of the event
The live nation entertainment company is launching the one-day music event in UK. It has been
found from various studies that, the company has the effective goodwill in arranging the live
events and concerts. The event will involve the number of DJ'S that drives the satisfaction level
of consumer on a high note. Within this, the food and beverage facility will be given to the
customers in the event. The event will take place in the open ground so, the customers can
experience the effective amount of joy while enjoying the music. As the company promotes the
live concerts and ensure the entertainment. The manager of the event makes the keen observation
over every aspect that is linked with the live concerts and ensures the effective concerts. For
organizing the event, the place that has ben chosen is at the centre of the city. So, the customers
do not find hard to reach the event. The effective parking facility has also ben ensured to the
event.
Marketing objectives of the event
Here are the main marketing objectives of the live nation in order to organize the EDT camp.

Building brand awareness- It refers to increasing the awareness of the upcoming project of the
business. As the event is launching in the UK. Therefore, this is one of the major marketing
objective of the event that the brand awareness has to be increased in the UK. So, the customers
gets attracted towards the event of the live nation. In order to increase the brand awareness the
company will make a keen focus over increasing the interaction with the customers over the
social media platform. The official page in the name of EDT camp will be created over the social
platform.
Targeting new customers-The company has created the effective marketing objective for the
EDT Camp and that is now, the company will target the new customers. In order to increase the
consumer share for the event the organization is focusing on increasing the base of the customer
(Iarusov and Nasir, 2018). And this can be done by adding new customers in the existing base of
the customers. In order to attract the guest for the event the organization will focus on the
behavioural segment of the customers. The behavioural segment involves those customers that
has the habit of using and experiencing the products and services on the basis of their habits and
behaviour. Therefore, the organization will target those customers that likes to enjoy the music
and enjoys the live concerts. In order to target the selected segmentation, the company interacts
with the customers on increasing their activities over the digital platform.
Needs and wants of the customers in relation of the event- As the EDT Camp involves targeting
the new customers. Therefore, the major marketing objective of the event is to provide the
satisfaction level to the customers along with the earning the profit (Cunningham, 2019). The
satisfaction to the customers can only be ensured when there is the better understanding of the
different factors that affects the thoughts of the consumers. Therefore, under the marketing plan
of the EDT Camp, the effective strategy of understanding the consumer behaviour has been
adopted. So, the needs and wants of the consumers can be determined and on the basis of that,
the decision for the event will be planned.
Analysing the position of the company in relation of organizing the event
In order to perform the marketing objectives and strategies in relation of organizing the EDT
camp it is important to determines the current position of the company in the market. As the
current position of the company shows the effectiveness describes the capability of the company
to organize the event. As the company will launch the event in the UK. Therefore, it is important
to determine the positioning of the company in UK (Stevens and et.al., 2021). Eventribe and

Eventim are the event organizers company in the UK, that are the competitors of the live nation.
But, the mission of the company's event is to maximizing the experience of the music event to
the customers makes the live nation;s event superior from their competitors. The effective
approaches of the marketing mix for the event ensures the attention of the customers towards the
company. Here is the SWOT Analysation and marketing mix strategies for organizing the event.
SWOT analysis of the event
SWOT analysis allow company to identify their strength and weakness lies in their
business process in relation of launching the music concert, this tool is also been used in
identification of opportunities and threats concerned with the event. (GURL, 2017).
Strength: The major strength of the event is that it is including the number of DJ in the event
that drives the satisfaction level of the customers on a high note. Also, the event will take place
at the main locality of the city which is in the centre. This will attract the large number of
customers as they can easily reach the location. Also, With skilled workforce, this event
organizer have successful completed many such events. The Live nation win the customer
satisfaction in every new market they enter because they have strong dealership strategies which
benefit both the parties, suppliers and other organizer get huge benefits from this for conducting
the music concert in the event.
Weakness: the biggest weakness for the event is that the time of the event. As there are number
of customers that are attracted for the vent by the company. All of these customers has the
different set of mentality. Some may like the set hours of the event and some do not. As it is hard
to satisfy each customer individually. Therefore, in order to solve this weakness the study on the
consumer behaviour has been made. So, it will provide the idea in relation of taking those actions
that ensures the satisfaction of the consumers. (Sarsby, 2016). Apart from this weakness, this
company lack behind using the latest technology such as sound system and other required
technology, not investing in technology can become the biggest weakness for such entertainment
organization. The Live Nation haven't built any feedback system to understand their
performance, this company need to take feedback from audience and contractor to improve their
performance in the entertainment industry.
Opportunities: The event have opportunity to capture if the event is assured with the
technology. Sometimes brand image of the image gets effected due to lack of technology in use.
The Live Nation can bring innovative technology in organizing the music concert so, they can

reduce risk of failure. Another opportunity for the company lies in attracting new customer for
the event with the help of online platform, The event can be promoted with the use of Facebook
and other social media platform, it is very clear they young people mainly like events, and they
are the one who uses social media the most.
Threat: The competitors like Eventribe and Eventim have great fan base in UK which means it
is hard for the company to launch the event in the UK. The another threat ishigh prices charge by
the DJ'S. In order to organize the event in the different country certain legal formalities has to be
completed. Otherwise, it leads to bear up the penalties for the event. Another threat are rising pay
level of the country, there are many countries such China demand more payback from these
mega event organizer which impact the financial position of the company (Teoli, Sanvictores and
An, 2019).
Marketing strategies for EDT Camp
Here are the major marketing strategies of the live nation in order to attract the customers for the
EDT Camp.
Product- The major elements that has been made focus for organizing the event under this P of
marketing are, Length and depth of the music concert (Ritala, 2019). The length of the music
concert refers to providing the services to the customer for the standard time so, the customers
does not lose interest. And the depth of the music concert refers to providing the entertainment to
the customers by ensuring them high level of entertainment. So, the customers feel satisfied.
Price- For this particular event the company has adopted the combination of pricing strategy and
that is competitive pricing strategy along with the cost effective pricing strategy. (Hollensen,
2018). Also, the company calculates the over all budget of the concert and on the basis of that the
prices of the tickets has been set. For launching the event, the firm has adopted the effective
strategy of understanding the consumer behaviour and on the basis of that the pricing decision
will be form. So, the favour of the consumer can be taken towards the concert.
Place- The organization has selected the open ground for launching the event and providing
services to the customers. Also, the ground is located at that place where the people can easily
arrive. As for delivering the services the distribution channel has to be selected. It plays an
important role in the success. Therefore, the distribution has to be done on the basis of the
customer's preference.

Promotion- This is the major and main P of marketing mix for the music event. The organization
creates the official page especially for the event on the social apps. Also, the advertisement for
the event is done. The main strategy tool that is public relation. This is especially applied by the
company (Hollensen, 2018). Under this, the company promotes the event and explains the
various luxurious experience that will be gain by the customers while attending the event. The
company has prepared the tag line for the event and this.
“Experience the entertainment along with the peace in the EDT Camp”
Here, the live nation describes the music as the purpose of entertainment and also the way of
experiencing the peace. As music is a way of expressing the emotions.
Budget:

Organizational implication and contingencies for EDT camp
Implication: In order to launch the event, the company have developed strategies to reduce
certain risk that can act as a barrier for the event. The particular event management team has
been hired that ensures the will make a focus over the different activities of the event. Such as,
market research, venue, budget and so on. The more skilled workforce has been hired, this
implication need training and development program which will be conducted by organization to
improve their staff quality and their performance in the event. Low production failure will result
in positive outcome in the end, the Live Nation has to reduce production failure by analysing the
cause which create these failures. For the event, their production only get effected due to poor
workforce which can not perform well, providing training or hiring new worker can improve the
performance of the event and ensures the success to the event.
Contingencies: the Live Nation have to develop certain contingencies plan if the things do not
go as per the plan, these few plans will help them to survive the failure. These are:
Back up plan: if any such failure occur before, during and after the event then back up plan can
be very beneficial, for example if there is any failure in sound system at the event then The Live
Nation have to implement backup plan which include extra sound system (Everitt, 2019). It is
recommended for the company to set back plan at every part of the event.
Checklist: a checklist is best tool for identifying the missing requirement in the event, the Live
Nation need checklist at every part in EDT CAMP. Checklist ensure that every worker follow
certain policy and procedure of the event, major checklist which highlight work area will help
members to understand the given task and completing it on given task which will help company
to avoid any kind of issue that rise in the event.
Monitoring strategies
The assurance of the success to the event can only be given after adopting the effective
monitoring strategies after the application of the plans. So, the idea in relation of market can be
known. In order to evaluate and monitor the plans that are made in relation of launching the
music concert the two strategies has been adopted:
Marketing research after implementing the plan of event- The organization makes the keen
focus over the market so, it can be known that the plans are going according to that track that has

been decided for launching the event. (Todze Mosima, 2018). With the help of this, the actual
gape issues can be determined.
Response of the consumer- The response of the customers is the appropriate way to evaluate the
strategies. Effective response by the customer on the social media platform in relation of the
music concert provides the idea to the live nation in relation of the success of marketing plan of
the EDT camp.
CONCLUSION
This essay has discussed the marketing plan of the EDT Camp. Later this report have discussed
background analysis of The Live Nation in order to organize the event in the UK. Later this
report have discussed marketing objectives and strategy in relation of the music event of the live
nation. SWOT analysis and marketing mix of the one-day event is been discussed in this report,
later budget is examined with organizational implication and contingencies. The mission, vision
and objectives of organizing the event has been highlighted in the report.

REFERENCES
Books and Journals
Aguilar, A.S., 2019. Method for developing a marketing plan: A knowledge management tool for
entrepreneurs.
Cunningham, L.J., 2019. Creating the Level Up Festival: Marketing & Production Plan.
Everitt, B.S., 2019. The analysis of contingency tables. Chapman and Hall/CRC.
GURL, E., 2017. SWOT analysis: A theoretical review.
Hollensen, S., 2018. Marketing-Strategie und Marketing-Mix. In Einführung in das Bildungs-und
Kulturmanagement (pp. 31-44). Ziel-Zentrum für interdisziplinäres erfarungsorientiertes
Lernen GmbH.
Hollensen, S., 2018. Marketing-Strategie und Marketing-Mix. In Einführung in das Bildungs-und
Kulturmanagement (pp. 31-44). Ziel-Zentrum für interdisziplinäres erfarungsorientiertes
Lernen GmbH.
Iarusov, I. and Nasir, S., 2018. Marketing Plan: Case company: Standard.
Ritala, N., 2019. How to promote a female rapper in the Finnish music scene.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
Stevens and et.al., 2021. Marketing planning guide. CRC Press.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
Todze Mosima, F., 2018. Planning and Promotion Guide for a Music Concert.
Valeri, M. and Baggio, R., 2020. Social network analysis: Organizational implications in tourism
management. International Journal of Organizational Analysis.