James Cook University LB5202 Marketing Plan: Planting Festival

This report presents a comprehensive marketing plan developed for The Planting Festival, with a specific focus on attracting individuals with disabilities. The plan begins with an executive summary, followed by an introduction outlining the aim, scope, and company background of the Woodford Folk Festival. A thorough current situation analysis, including internal and external factors (political, economic, social, technological, environmental, and legal), is conducted to understand the existing market dynamics. The report then proceeds to a SWOT analysis, market segmentation, and target market identification. It establishes clear marketing objectives and details various marketing strategies, encompassing product, price, promotion, place, people, physical attributes, and process. The report includes an action plan in the form of a Gantt chart, a detailed marketing budget, and concludes with a summary of findings and recommendations. The primary objective is to increase the attendance of people with disabilities at The Planting Festival, contributing to social and environmental welfare.

0Running head: MARKETING PLAN
MARKETING PLAN
Name of the University
Name of the Student
Author’s Note

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Executive Summary
It is important to understand that each and every individuals have the right to
participate in all societal activates without any sort of discrimination. People who are disable
by their natural birth are already discriminated physically or mentally. Hence, endeavours are
essential to motivate them and make them feel that they are parts of the society as a whole
like other human beings. In order to ensure that, it is important to help them participate in
events or programs that every other common people possess the privilege to participate.
Moreover, the crucial aspect of concern is not only to ensure the involved of people who are
disable but also to engage them I activities that may render social benefits as well as
environmental welfare. Effective marketing plan is also necessary for companies or
organizations that endeavours to implement such initiatives. The report delved into the aspect
of plantation and who the people with disabilities can be attracted towards becoming
attendees of such festivals. It is been found that the events is taking place over the years and
it possess a good reputation on this respect. So it already possess a brand value which an
effective tool in attracting people. Moreover, it is been found that an efficient marketing plan
can be developed which will guarantee that the probability of the attendees will rise in terms
of not only people with disabilities but also such social and environmental welfare initiatives
should also be appreciated by the mass as a whole in the long run if implemented
appropriately.

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Table of Contents
Executive Summary...................................................................................................................1
1.0 Introduction..........................................................................................................................4
1.1 Aim...................................................................................................................................4
1.2 Scope................................................................................................................................4
1.3 Company Background......................................................................................................5
2.0 Current Situation Analysis...................................................................................................5
2.1. Internal Analysis.............................................................................................................6
2.2 External Analysis.............................................................................................................7
2.2.1 Political.....................................................................................................................7
2.2.2 Economic...................................................................................................................8
2.2.3 Social.........................................................................................................................8
2.2.4 Technological............................................................................................................9
2.2.5 Environmental...........................................................................................................9
2.2.6 Legal..........................................................................................................................9
2.3 Market Analysis.............................................................................................................10
3.0 SWOT Analysis.................................................................................................................10
4.0 Market Segmentation.........................................................................................................11
5.0 Target Market.....................................................................................................................14
6.0 Market Positioning.............................................................................................................14
7.0 Objectives...........................................................................................................................15
8.0 Marketing Strategies..........................................................................................................17

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8.1 Product...........................................................................................................................17
8.2 Price................................................................................................................................17
8.3 Promotion.......................................................................................................................18
8.4 Place...............................................................................................................................18
8.5 People.............................................................................................................................18
8.6 Physical Attributes.........................................................................................................19
8.7 Process............................................................................................................................19
9.0 Action Plan (Gantt chart)...................................................................................................19
10.0 Marketing Budget.............................................................................................................21
11.0 Conclusion........................................................................................................................22
12.0 References........................................................................................................................23

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1.0 Introduction
The Queensland Folk Federation is in an endeavour to encourage Woodford festival
that have the objective to attract people with disabilities and involve them in the planting
festival. Apart from the objective to boost the future generation it is essential to involve all of
the related people with disabilities in the purpose of fulfilling engagement of people with
disabilities (Agyeman & Platt, 2016). This will not only introduce them towards educational
talks but also towards generating awareness within them regarding understanding social and
environmental importance. The paper focuses upon creating an effective marketing plan that
will ensure that the objective to ensure involvement of people with disabilities will be
fulfilled in terms of their participation in the Planting Festival and along with that they will
feel that they are not prioritized as a discriminated human being due to their disabilities rather
their preference towards each and very humanitarian activities are similar to others.
1.1 Aim
The purpose is to ensure that the people with disabilities will get attracted towards the
Planting festival and they will participate in it willingly.
1.2 Scope
The research will encompass all the effective marketing initiatives that will be
undertaken in order to encourage the people with disabilities for attending and actively
participating in the Planting festivals. However, the paper lacks itself in training the people.
However, it will facilitate in encouraging more people with disabilities participate in
activities like the planting festival and ensure that the importance of planting trees throughout
other places should be given much more priority by people with abilities as well as
disabilities (Angrosino, 2016). Most importantly, the objective of encouraging disable people
will not only be encouraged but also it will ensure to inject the mentality within people that

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Planting trees is essential for protecting the environment in the long run and when it can be
done by people with disabilities then it also can be done by the people with abilities. Notably,
people will understand that the plantation activities will not only protect the environment but
also them as well as their future generation in the long run. Moreover, the people with
disabilities will feel that they are not isolated form the society but they are the integral part of
the society as a while.
1.3 Company Background
The Woodford Folk Festival from 1994 is in an endeavour to build a strong plinth of
cultural parkland that would be dedicated towards arts, folk lore as well as humanities. The
tree-planting weekend is celebrated in order to implement the awareness generation regarding
the importance of trees. Nearby 1, 00,000 trees are being planted for the purpose of nurturing
the existing environment and supporting the species diversity followed by weed management
and eradication. Notably, the coverage area is by 240 acre that is being cleaned and degraded
within rural premises for ensuring its transformation towards a festival favourable site
(Agyeman & Platt, 2016). The process is encouraged as a natural endeavour that should be
undertaken by every human being in order to endure the safety of people in the current as
well as in the future generation. Fostering the process of open learning and discussion
regarding the environmental issues that can be addressed by the people that are living within
the society are a way of encouraging people of diverse location and of different genre.
2.0 Current Situation Analysis
The current situation reveals the fact that there is necessity to take care of
environment which is not been effectively undertaken by the citizens of the country. Notably
to activity of planting trees does not require much effort rather more than that it is essential to
inject the notion of importance of planting trees within the common people.

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2.1. Internal Analysis
The mission of the company is to organize an event that can encourage the people
with disabilities to engage in planting activities followed by establishing the idea of social
and environmental importance. The resources that should be utilized circumscribes all the
necessary equipment that will help the people to plant trees, providence of saplings, proper
instruments that will support the process of germination. Also the objective will be to
maintain the places where planting will takes place and the apprentices should be supported
by proper transportation facilities in times of emergency. The offering of the company will be
in terms of its awareness generation program regarding social and environmental needs that
are deserted. The activity is not at all costly rather negligence of such activities in the long
run may severely affect the mankind as well as the society (Seenivasan et al., 2017). They are
just consuming the products and services for their own benefits and has taken the
environment for granted as being found from the survey results.
The analysis reveals that more amount of youth is interested to take part in the event
that is being organized by the company. Notably, 21.11 % of the participating population are
within the age group of 18 to 29 years. Moreover, 18.89 % proportion of participants are also
from the age group of 50 years to 59 years. Moreover 21.48 percent of the population are
within the age group of 40 to 49 years. Along with that the majority of the participants are
from the Brisbane region. The people that are being participating in the event have more
number of female participants than that of the male participants. It is also been seen that the
information regarding the festival came from that of the friends and relatives through word of
mouth. The method of attending the festival by the attendees are through private vehicles
which may be cars or motorbikes. An approximately 2 people will be travelling together in
the vehicles to the event. Most of the people are satisfied due to the environment friendly
atmosphere of the festival. It is also been found that the apprentices are very satisfied by the

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information provided over the internet. Notably, the online ticketing system is professionally
done and the apprentices are satisfied by the way of getting it with less consumption of time.
Moreover, the festival administrative services as well as the front gate admission system are
quite satisfactory along with the quality of the venues. The value for money in case of food
and beverages are not that much appreciated though the cleanliness of the amenities are
noteworthy as per the apprentices. The management of the camping as well as the quality of
the program are praiseworthy and hence over 50 % of the apprentices agreed that the invested
money for the festival is not wasted at all. Majority of the respondents did not attended the
Planting before which is nearby 51.48 % and among the attendees 51.9 % people have
attended the festival previously as many as 6 times. 64.07 % of the people has shown their
interest for attending the Planting festival in near future (Seenivasan et al., 2017). More
variety is demanded by the previous attendees of the planting festival and they urged for not
focusing on single aspects of concern and diversifying the approach to the festival events in
multidimensional aspects that possess greater social and environmental value.
2.2 External Analysis
The external analysis is concerned with that of the political, environmental, economic,
social, technological and legal aspects that are essential to be undertaken in order to
understand the market scenario and focus on the spheres where betterment can be done to
optimize the objective of the program.
2.2.1 Political
The political environment is very crucial in encouraging activities like the planting
festival due to the reason that various political authorities are representative of common
people. People support their voice as well as their initiatives and hence political leaders or
parties plays a crucial role in promoting the planting festival effectively (Jimenez, 2015). It is
important to ensure that even though in customer can understand the value of such program

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and irrespective of any kind of hesitation come forward to participate in the events. The
political authorities are defective mouth through which the program can reach to the target
consumer base towards the welfare that the programs can generate.
2.2.2 Economic
The economic impact is crucial important since it will not only involve a lot of people
but also will generate income for them the sponsorship authorities will provide funds from
top to bottom in order to make the program successful. A possibility of print on contract basis
as well as income generation for people who are currently unemployed. Hence, the festival is
an effective platform for raising economic growth as well as employment level.
2.2.3 Social
The social aspect of the festival encompasses the overall impact of it upon the society
as a whole. This is due to fact that people will be able to get encouraged about planting trees
as well as their willingness towards taking care about trees and ensuring environmental
protection with responsibility will be enhanced. Such event will inspire the common people
irrespective of the fact that they are disable or not. Common people will become much more
responsible towards environmental protection which will in return safeguard their future
generation. The notion of planting trees will ensure that the physically disabled people are
sincere enough to take protection of the environment then the able people should also be
capable of planting trees and protect the environment which they consume for their living
(Szulecka et al., 2016). It will work as an awareness generation program not only locally but
also at the national sphere. Moreover, the festival will be able to bring change not only in the
society only but also upon the mentality of the common people who neglect such kind of
important activities.

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2.2.4 Technological
The technological aspect is concerned with utilisation of technological advance
equipment’s that are environment friendly as well as his able to help the managers of the
festival and the disable people who participate in the festival. Apart from the different social
media should be utilized to reach the target consumer base rapidly along with generating
awareness within them regarding the program hot by encouraging them to attend it.
2.2.5 Environmental
The environmental aspect of concern is being implemented through the plantation
activities that will be nurtured within the festival as well as it will ensure that the activities
that are being cute it in the festival able to boost the mentality of common people towards
building are environmentally viable and socially acceptable surrounding around them.
Dormant implication has its significance to the plantation activities which are even executed
by socially disabled people which is appreciably noteworthy. Planting activities injects the
psychology within people that there exist importance in taking care of the environment as
well as all the associated aspects of it which should be taken under consideration by the
common people. This incorporates the notion of giving importance to the nature and all its
ingredients that are related with the environment. People will learn the essentiality of taking
sufficient care of nature, animals, trees, etc. which in return will maintain the ecological
balance and trigger its succession.
2.2.6 Legal
The legal aspect of concern is that all the participants should not encourage in any
kind of illegal activities as well as their safety and security should be legally verified that they
do not get harassed on hampered from any respect. This will be taken care of legally and all
the processing should be taken care of by the authorities that are organising the festival. The

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regulations of the government significantly affect the implementation of endeavours that are
initiated to accomplish the festival successfully.
2.3 Market Analysis
The market analysis is concerned with aspects of understanding the prevailing market
scenario regarding the planting of trees. The SWOT analysis will help in invigorating in this
issue extensively as follows:
3.0 SWOT Analysis
Strength Weakness
 Skilled employee base
 Brand Loyal Customers
 Huge spaces available for
accomplishing the Planting Festival
 Effective cost reduction strategy
 Poor Consumer Base
 Low market expansion strategy
 Event will be held in an old diary
firm within the rural area
Opportunity Threats
 Excitement within people regarding
the activities of the Planting festival
 Opportunities for effective market
penetration
 Develop innovative ways to attract
people
 Support of government and other
relevant authorities that support
 Presence of competitors
 Low access to the people with
disabilities
 Providing proper amenities to the
disable person
 Slope of the terrain where the event
will take place is uneven

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4.0 Market Segmentation
Market segmentation is the process of differentiating between buyers in order to
ensure that the Planting festival in this respect is executed properly and all the buyers are
satisfied from their individual level of interest followed by the fact that the organization that
is accomplishing the event is able to maximize its utility based objectives in terms of profit as
well as social and environmental welfare generation.
The indicators of market segmentation other actors upon which the market tactics is
dependent followed by strategizing towards a successful planting festival. Based on the target
market strategies are framed and the product line is being determined associated service
bundle that can be effectively provided today target consumer base and earned in return from
them by the organisational body. Notably the market segmentation is the essential state which
leads towards marketing tactics that comprises of directive communication as well as
advertisement through message and media proper channelization of the distributional
framework, setting prices and Sales force allocation (Gartrell et al., 2016). This are effective
tools which ensure successful promotion of the festival depending upon the age gender
geographic location income levels of the target consumers and their spending patterns. Along