MAR002-2 Marketing Plan: Live Music Concert for Live Nation Event

This marketing plan outlines strategies for a live music concert, focusing on attracting a target audience through segmentation, targeting, and positioning (STP) analysis. Key marketing principles, including product, place, price, and promotion, are detailed to maximize event success. The plan includes an action plan with cost analysis, revenue projections, and a controlling plan to monitor and manage marketing efforts. Ticket sales strategies through online platforms like Live Nation are emphasized, alongside promotional activities using transport advertising, shopping complex displays, YouTube promotions, and television campaigns. The plan also incorporates contingency measures and insurance to mitigate potential risks, ensuring a comprehensive approach to event management and profitability. Students can find similar documents and solved assignments on Desklib.

Marketing Plan

Executive Summary
It is the marketing plan which is make for the live concert. In this there is live music
show for the audience and it is performed by the famous musician is known as orchestra, band.
The show will be organised in the lobby, open areas, parks and in the theatres. In open areas it
helps to gather the large crowded people. The shows require the proper DJ with accurate sound
system. It will helps the people to enjoy the music. The tickets of the concert will be sold through
the live nation website. The company will target the specific customers and set the reasonable
price to attract the customers.
Marketing plan
It is the plan for the conducting the marketing activities of the event. It includes the
preparing of the strategy, policies and the guidelines to achieve the objectives of the music show.
It supervises to run the operations of the music show. It refers to the setting of the mission,
objectives, and researches the study of the segmentation, targeting and the positioning strategy.
Objective
The prime purpose of the live music show is the gathering of the people to increase the
ambition of human which can be given by the music show. It means to raise the creativity,
analytical thinking and develop the knowledge of the music among the audience. Its purpose is to
introduce the new singer in the music show.
Mission
The mission of the live concert is to bring the unique music entertainment that is rendered
by the music industry to attain the performance of music singer and helps to gain the skills and
expertise.
STP analysis
This method refers to the segmentation, targeting and the positioning that helps to
establish a position in the market. It is the part of the marketing plan. It helps to identify the
opportunities and create the valuable sections for the customers.

 Segmentation: It refers to identify the target market of the prospective customers. The
segmentation will be done on the factors of the demographic, social, geographic, income
level and the status of the people. It will includes the ticket or advertising elements.
 Targeting: It means to select the one of the segment and choose the areas of the target
customers. In this music show the objective will be to target the age of 16 to 45 years. It
will include the youngsters, adults and the teenage people. The music concert wants to
target the business segment, school, colleges and office employees. It also divided on the
basis of income level of the people.
 Positioning: It means to set an identity in front of the customers. To spreading the
awareness of the concert among the people the information will be send through the
direct or indirect media like banners, newspapers, media or by using the online platforms.
Principles of marketing
It is the set of the variable marketing mix that helps to deliver the right value of product and
services to the customers. There are four marketing principles which is discussed as below:
 Product: It is not related with the tangible product only it means to provide the
intangible services also. The product for this show is the live music show. It means to
start the programme by the renowned singer. In this to select one of the event from the
classic, nostalgic and current act.
 Place: It is the area of conducting an event of the live music. It means to select the
channel of the distribution through this music show offer the value to the consumers. It
means to choose the venue of the event. The place should be select in such a way that it
has the maximum capacity of seating. Then decide that it is convenient for the people to
reach in the location site, less traffic area and the parking facility.
 Price: Price is the amount paid for the music concert. It is the most challenging factor to
decide the price because it includes several factors. The cost of the music show is decided
in such a way that it will match with the budget and earn the profit. The price of this
event is £ 50. The price is determined on the basis of the charge of the singer, cost of the
venue, insurance, DJ cost and the pre or post event expenses.
 Promotion: It means to create the awareness of the live music show among the public. I
have many options of promoting the programme like transport advertising, shopping
complex, you tube promotion, television or through the national TV campaign. The

sources of the promotion used by considering the budget criteria. I select the Live nation
website for selling the tickets. There is no direct out door media for sale of the tickets.
Action plan
It means to achieve the purpose of the the live music show. In this I will implement my
strategy of marketing plan in to the action. The plan should be designed in simple way so it is
easy to enforce it. It also includes the backup plan for any type of contingency occurs in the
marketing plan. The plan has take the insurance services if event is cancelled then it will
responsible to pay for the public.
Cost of the acts
Post Malone = £ 23 k per 1 hour
Kanye West = £ 34 k per 1 hour
Robbie Williams = £ 25 k per 1 hour
Metallica = £ 25 k per 1 hour
Sum of the all cost of 4 hours = 23+34+25+25 = £ 77
Other costs
`Venue expenses = £ 195000
Venue capacity = 34500 tickets
Insurance cost = £ 575* 500
= £ 287500
Activity Cost Ticket
sold
Cost Result Revenue
Road
transport
£3 per click 3000 10000
clicks
30000 £ 50 per ticket
19 sales per
100 click
95000
Shopping
centre
poster
campaign
£4,000 per 4
calendar
weeks
4000 1250 4000 £ 60 per ticket
5% of centre
footfall
60000

You tube £5000 for
leaflets
dropped
through
12,000 doors
6500 3750 3000 £ 70 per ticket
375 tickets
sold
455000
National
TV
campaign
See Regional
TV for costs
of making the
commercial
£100,000 for a
peak time
campaign in 3
prime slots
per day, any
commercial
TV channel of
your choice
including
YouTube for
14 days
7000 10000 £30 per ticket
470 sales per
day
210000
Cinema See Regional
TV for costs
of making the
commercial
£1600 for 1
cinema for 1
month
5000 1500 £60 per ticket
100 sales per
day
300000
National
daily
newspap
£2500 per half
page,
circulation
10000 2500 £40 per ticket
5% of
circulation
450000

er 200,000
Total 34500 141000 1570000
Revenue = Total Expenditure – Total cost
= 1570000- 141000- 77- 195000- 287500
= 946423
Controlling Plan : It is the last step of the controlling the whole process of the marketing plan.
It is the method of managing the marketing efforts of the plan. For monitoring this it means to
plan, organise, coordinate the activities of the marketing and attain the objectives and the targets
of the business. It means to analyse the performances of the live music and use the key indicator
to evaluate the overall performance of the planning. It also consider the some measurement tools
that support in achieving the best result of the strategy. This stage of market planning consist of
governance of all the activities and how well it will work in attaining the goal of the firm.