Live Nation's Marketing Plan: Grounded Musolaza Music Event in UK

This report provides a comprehensive marketing plan for Live Nation's 'Grounded Musolaza,' a one-day music event in England, UK. It includes a PESTLE and SWOT analysis to assess the external and internal environments, respectively, identifying key political, economic, social, technological, legal, and environmental factors, as well as the company's strengths, weaknesses, opportunities, and threats. The report also features a customer analysis, focusing on structuring customer databases, identifying valuable customers, discovering their needs, and creating ideal customer profiles. Furthermore, it offers marketing mix recommendations, detailing product, price, place, and promotion strategies tailored to the event's target market. Finally, the report includes financial projections to guide resource allocation and contingency planning, concluding that effective marketing planning is crucial for product awareness, customer trust, and brand credibility.

Marketing Planning

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Pestle and Swot analysis..............................................................................................................1
PART 2............................................................................................................................................3
Customer analysis........................................................................................................................3
PART 3............................................................................................................................................4
Marketing mix recommendations................................................................................................4
PART 4............................................................................................................................................6
Financial projections....................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing planning could be described to a process to organise along with define marketing
aims of venture and gathering tactics for attainment (Azizi and Mansouri, 2021). It assists in co-
ordinating all managerial practices of business to reach desired successful heights. In this, the
marketing team of a corporate anticipates future events addition to developing strategies for
generating revenue and achieving sustainable competitive edge. To gain insights about marketing
planning, Live Nation is considered organisation which is international entertainment entity. It is
planning to organise a new outdoor one-day music event that lasts five hours with name of
“Grounded Musolaza” at England, UK.
The assessment highlights overview of the music event, customer analysis, marketing
mix recommendations and financial projections.
PART 1
Pestle and Swot analysis
Live Nation is a global entertainment venture that promotes, operates together with manages
ticket sale for live entertainment in UK and other nations. It owns addition to operates
entertainment venues as well as manages careers of music professionals and artists. The
company is planning to organise “Grounded Musolaza” which is one-day music event which will
lasts five hours. From this event, the company aims to advance, improve, develop along with
maintain public education and appreciation of music, culture addition to arts. The objective
behind organising the campaign that is Grounded Musolaza is to develop musical literacy in
addition to aesthetic awareness through providing challenging and meaningful musical
experience.
Situational analysis: It is collection of framework which is adopted by ventures for
analysing internal along with external environment so to gain insights about organisational
capabilities to perform in dynamic business situations (De Frantz, 2018). For
Grounded Musolaza, managers of Live nation apply mentioned below frameworks or models for
situational analysis:
PESTLE Analysis
It refers to macro environmental analysis technique used as wider fact finding practice.
With application of the technique, managers of Live Nation establish extrinsic factors that can
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influence activities or strategies for the music event that is Grounded Musolaza. In aspect to
Grounded Musolaza of Live Nation, factors of PESTLE Analysis are underneath:
Political factors: It determines extent to which government of country influences certain
industry. In UK, political factors such as trade tariffs, tax policies, industrial safety regulations
and work week regulations can influence practices planned By Live Nations for
Grounded Musolaza.
Economic factors: It determines performance of economy which impacts business and
results in resonating long term effects. In UK, decline in consumer income because of COVID-
19 pandemic has great chances to impact sales of tickets of Grounded Musolaza of Live Nation.
Social factors: It scrutinises social environment of a market as well as gauge
determinants such as population analytics, cultural trends and demographics (Ferdinand and
Ayu, 2019). For example, population of UK have high demand for music festival that can impact
positively on the success of music festival that is Grounded Musolaza of Live Nation.
Technological factors: It pertains innovation in technology which affects tasks in
industry and market in favourable or unfavourable manner. Technological environment of UK is
advanced and up to date as various kinds of technological advancement are adopted by business
concerns. For example, Live Nation through employing search engine optimisation, chatbots and
other techniques can achieve success in the event that is Grounded Musolaza.
Legal factors: Within UK, there are certain number of legislations which all business
enterprises are required to comply while planning activities, events or tasks. In
Grounded Musolaza, marketers of Live Nation can adhere laws including Consumer Safety
(Amendment) Act 1986, Competition and Consumer Act 2010, Consumer Protection Act 2020,
Data Protection Act 2018, National Minimum Wage Act 1998 and many more for carrying out
practices ethically.
Environmental factors: It includes factors which are determined through surrounding
environment (Finkler and Aitken, 2021). In UK, it is essential for firms to carryout operations in
the manner that protects the environment and natural habitat. While performing practices for
Grounded Musolaza, management team of Live Nation is required to evaluate and comply with
environmental standards for success.
SWOT Analysis
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It is strategic planning and management framework used by venture for conducting
internal analysis. With this framework, managers of Live Nation builds knowledge about what it
performs well, address what it lacks, seize new opening addition to minimise risks. In aspect to
Grounded Musolaza of Live Nation, SWOT Analysis is mentioned below:
Strengths: Weaknesses:
 Venue location of Grounded Musolaza
for Live Nation is good that can help in
making money from concessions as
well as merchandise.
 For the music event, the entity has
enthusiastic team with experience
professionals.
 Live Nation has minimum time to
prepare and arrange requirements for
Grounded Musolaza.
 The event will incur huge costs to the
company (Harwood and Murray, 2019).
Opportunities: Threats:
 With Grounded Musolaza, Live
Nations can build connections with
partners for future events.
 The company can provide training and
development to its people for
improving skill sets.
 Changing economic factors and
perceptions of population for music
event that is Grounded Musolaza is
threat for Live Nation.
 Limited availability of tickets that
reduces interest of target audiences.
PART 2
Customer analysis
It is significant section of organisational marketing plan that identifies target audiences,
determine needs of the customers and further specify ways to meet the needs (Gilligan and
Lowe, 2018). In Live Nation, key purpose of customer analysis is to combine quantitative and
qualitative methods of research with objective of better understanding customer base for
Grounded Musolaza. For the one-day event named as Grounded Musolaza of Live Nation,
customer analysis is as follows:
Structuring customer database: Herein, managers looks towards existing customer
database for structuring purpose so to make sense out of it. In Grounded Musolaza, managers of
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Live Nation divide customer base into segments with similar features. All the customers are
segmented as per categories including demographic, behavioural and psychographic aspects.
Identification of most valuable customers: In this, managers of company assess most
valuable customers for event or task (Jahan, 2018). In aspect to Grounded Musolaza, managers
of Live Nation identify valuable customers through taking significant customer metrics and
patterns in database. Existing customer database also offers valuable insights to determine
customers for the event.
Discovering needs and pain points: In this, managers are required to discover needs as
well as pain points of customers. For Grounded Musolaza, needs of customer includes getting the
food, logistics, and scale right make for an even better festival experience. It is responsibility of
managers of Live Nation to discover needs together with pain points of target customers.
Creating profile of idea customers: Herein, managers of company create profile for ideal
customers (Hoeck and Spann, 2019). Customers personas are simplifications of reality and are
stereotypes of valuable customers that comprises demographics, behaviour patterns motivations
and goals. For Grounded Musolaza, Live Nation professionals target engaging personas that are
rooted in potential for producing involvement and insights.
PART 3
Marketing mix recommendations
Marketing mix comprises ample number of areas of focus that is element of a
comprehensive marketing plan. In aspect to Grounded Musolaza of Live Nation, marketing mix
recommendations assist in adopting new ways for understanding product or service that can offer
to customers. Moreover, it assists in successful offering of product or service through effective
planning, developing and implementing marketing tactics. With marketing mix, managers of
Live Nation can make use of organisational strengths as well as avoid unnecessary costs while
organising Grounded Musolaza. Some of marketing mix recommendations to Live Nation for
Grounded Musolaza in order to respond towards gap in market and needs of identified market
are as follows:
Product: For Live Nation, Grounded Musolaza is the event which is the event. It is
recommended to managers to tailor the event as per needs of people that they hope to attract. It
states that managers are suggested to look at ancilliary practices which might take place prior,
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during and after the one-day event, comprising pre event media days, contests on website as well
as social media page, spectator activities, event day registration process and recognition.
Price: It is the amount which company will charge from customers to avail features or
benefits of the product (Radhakrishnan, 2020). For Grounded Musolaza, marketers of Live
Nation are recommended to adopt competitors pricing strategy in which final prices of the event
have been analysed, modified addition to evaluated against competitors prices. To Live Nation, it
is recommended to charge £ 50, £ 75 and £ 90 from customers. Among the all, effective price for
ticket of Grounded Musolaza of Live Nation is £ 75 as with the help of this, the company will be
able to cover all expenses, costs and make money.
Place: Grounded Musolaza of Live Nation will be organised in England, UK. It is
recommended to marketing team of Live Nation to arrange channel management for arranging
and providing tickets to end customers.
Promotion: For Grounded Musolaza of Live Nation, managers are recommended to use
POE Model that is acronym of three methods of distributing content. For promoting the one day
event, managers are suggested to use social media marketing wherein platforms and social
networks could be used for marketing the product and additional services. Paid, Owned and
Earned media are viable strategies to build organisational authority together with spreading reach
in social media. If managers of Live Nation use Paid Media, it include usage of paid advertising
channels for the purpose of driving traffic as well as overall message of brand to the content.
Tactics in paid media are radio, Facebook ads, promoted tweets, pay per click, etc (Mārtiņa,
2018). Likewise, if managers of entertainment company opts earned media, it includes
acquisition of articles and mentions on set channels that are not gained through advertising. It
comprises tactics like organic search, unpaid outreach programs as well as public relations to
influencers and social networking. Similarly, owned media includes content, platforms and
media which is controlled by venture. It is recommended to marketing team of Live Nation for
Grounded Musolaza to adopt owned media as it plays role of building authority and relationships
for engaging prospects or customers. In this, key tactics to be used are publishing blog posts,
ebooks along with social media updates.
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PART 4
Financial projections
Financial predictions for Grounded Musolaza of Live Nation is below:
CONCLUSION
From the information presented above, it is concluded that marketing planning drives
awareness of product, builds trust among potential customers, cultivates brand credibility and
hence forth. In a campaign or event, marketing planning assist to avoid future uncertainties,
customers getting full satisfaction and achieving objectives. Customer analysis aids managers to
uncover customer needs and developing services. Financial predictions help managers to develop
benchmarks for using funds and perform contingency planning in challenging times.
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REFERENCES
Books and Journals:
Azizi, M. and Mansouri, H., 2021. ANALYSIS OF MARKETING STRATEGIC PLANNING
IN THE HOME FURNITURE INDUSTRY BY APPLYING ANP: A CASE STUDY
OF THE IRANIAN HOME FURNITURE INDUSTRY. International Journal of the
Analytic Hierarchy Process. 13(1).
De Frantz, M., 2018. Tourism marketing and urban politics: cultural planning in a European
capital. Tourism Geographies. 20(3). pp.481-503.
Ferdinand, D. and Ayu, S., 2019, August. Marketing Development Strategy Planning for
Grocery Stores in Kecamatan Wonokromo of Surabaya. In International Conference on
Science, Technology & Environment (IcoSTE).
Finkler, W. and Aitken, R., 2021. Selling Hope: Science Marketing for Sustainability. The
Sustainability Communication Reader: A Reflective Compendium, pp.281-299.
Gilligan, C. and Lowe, R., 2018. Marketing and healthcare organizations. CRC Press.
Harwood, V. and Murray, N., 2019. A Critical Cultural Social Marketing Approach. In The
Promotion of Education (pp. 257-273). Palgrave Macmillan, Cham.
Hoeck, L. and Spann, M., 2019. The effects of first and second screen marketing on TV viewing
activity. Journal of Media Economics. 32(3-4). pp.82-98.
Jahan, T., 2018. A RESEARCH PAPER ON DIGITAL MARKETING. NOLEGEIN-Journal of
Global Marketing, pp.15-17.
Mārtiņa, L., 2018. Marketing activity planning in service company.
Radhakrishnan, G., 2020. Digital Pharmaceutical Marketing: A Review. NOLEGEIN-Journal of
Global Marketing, pp.4-10.
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