MAR002-2 Marketing Plan: Live Nation Music Concert Event

This marketing plan outlines a comprehensive strategy for a live music concert event, covering various aspects from audience segmentation and targeting to the marketing mix and action plans. The plan begins with an executive summary and includes detailed analyses of the target audience, pricing strategies, and promotional activities. The STP analysis (Segmentation, Targeting, and Positioning) is used to identify and reach the ideal customer. The marketing mix, including product, price, place, and promotion, is carefully considered to maximize the event's reach and profitability. The action plan includes a detailed budget, cost analysis, and revenue projections, including the costs of securing musical acts, venue costs, and marketing expenses. The plan also incorporates a controlling plan with key performance indicators (KPIs) to monitor and adjust marketing efforts, ensuring the successful execution and evaluation of the live music event.

Marketing Plan

Executive Summary
The plan of marketing has been prepared for the live concert. The live concert contains
the live music performance show for the audience that is acted by the one individual musician.
That is known by the musical ensemble such as band, choir and so on. The shows happen in
varieties and settings size, in the manner of private homes and little clubs, amphitheatres and
parks to tremendous multi reason framework such as fields and arenas. The live concert requires
live supports with the help of skilled sound gear. There are number of artist who perform in large
scene or crowded with the help of electronic media. The tickets of this music show will be sold-
out through the website of live nation. There are number of the artist or company who organize
the these type of the live concert.
Objectives
 To gather the lot of people so that the reach will be high of this live concert and the ticket
would be sold in heavy quantity.
 To increase the interest about music and musician in the public so that the public prefer to
attend the live concert more in future.
 To make interest of an analytical, creative and spontaneous understanding of music in
manner of cultural language.
Mission
The main mission of the live concert is that to reach this concert high with the uniqueness
and good quality entertainment that is provided by the industry of music and satisfy the needs of
the artists by their expertise and professionalism.
STP analysis
This analysis contains segmentation, targeting and positioning that is valuable strategic
method or technique in today's scenario or marketing. In the scenario of the market, it is used in
vital area and this analysis contain some expertise in adequacy of the business. It aids in settling
on the most crucial section for the company.
 Segmentation: In this live concert, I have done the audience segmentation. It is
practice of separating my event audience into segments that are based on their traits and
the behaviours. I have divided into three categories that are based on age, profession
and gender.

 Targeting: I have selected the segment on the basis of age (18-45). In the concert, I
have targeted the people that comes under the 18-45 age group criteria that states my
company for tracking consumers and the live performance. The modern talent is sold
by attaining 18-34 years old.
 Positioning: I have done the positioning of the music show by selecting the online
platform like social media and through the mass media such newspaper, television and
so on. It have done to aware the consumer about the live music concert.
Marketing mix
It is related to the actions that is utilized by the organization for the purpose of promoting
their brand or services in the market. It includes 4 principles of the marketing mix.
 Product: The product can be tangible and intangible. In this show the product is
intangible. The service of this event is music show. It will provide the music service to
the audiences. There are only single product or service that is the music therapy. It is
given to the audience.
 Price: I have categorised the price in three parts by keeping in mind the all class such
VIP, high and medium class. For the VIP person price has decided £120 because they
want extra facilities and special treatment and for the high class people I have
determined the price £80 and for the middle class price is £50. the price has decided by
considering the all expenses such as venue fee, music system and other pre and post
expenditures. The venue cost is the £195000 and there has been occurred several cost
that have considered at the time of deciding the cost of the tickets.
 Place: Place refers to area in which the music show has been done. I have selected the
place large crowded area that is near the mall where parking facilities are available,
convenient for the audience to reach the venue. That is situated in the main city and there
are less traffic. Place has been decided under the audience and consumer preference as
well as convenient.
 Promotion: It refers to spread the awareness about the live music concert to the
audience through the many sources. I have used sources to promote my music show such
as magazines, radio, television, poster in shopping mall, holdings at the highways and all
so that consumer get acknowledge about the show. I have also done promotion through

the social media also. I gave the ad and news on instagram, facebook and so on. I have
used another tools like advertise through the pamphlets, attend webinars.
Action plan:
For gaining the goals and the objectives, these plans are easy and simple lists of all the
tasks that distinguish from the to-do lists with the help of doing the focus on single particular
objective and goal to grab them. For the live music show or concert it cover the cost and the
budget of marketing plan. For the purpose of assuring the growth of the organization it contains
the various elements, factors and sources of reserves. In command to tolerance of the expenses of
the expenditures and outflow, the business enterprise is obliged for collecting all the materials of
the financial so that the position of the monetary can be enhanced. It is crucial to have budget for
fully conducting the operations of financial so that whole record of reserve and expenditure can
assist corporate in keeping all transaction and getting of funds quickly.
Costs for acts
Destiny's child = £15K per 45 min set
Spice Girls = £25k per 1 hour
Hollywood vampires = £22K per 1 hour set
Madness = £17K per 1 hour
Total cost = 15+25+22+17
= £79K
Other Costs
venue cost = £195000
capacity of venue = 34500 tickets
insurances cost = £575*500
= £287500
other various marketing marcomms costs
Activity Cost Ticket sold Cost Result Revenue
Roadside
posters or
bus
shelters
£2,000 per 4
calendar
weeks
2200 30000 £50 per ticket
18 sales per
100 click thrus
90000

Shopping
centre
poster
campaign
£2,000 per 4
calendar
weeks
3250 4000 £40 per ticket
5%
13000
Through
the door
leaflets
£3,000 for
leaflets
dropped
through
10,000 doors
4750 3000 £40 per ticket
4750 tickets
sold
190000
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
8680 100000 £60 per ticket
470 sales
394800
Cinema See Regional
TV for costs
of making the
commercial
£1500 for 1
5850 1500 £60 per ticket
95 sales per
day
171000

cinema for 1
month
National
daily
newspap
er
£2500 per half
page,
circulation
200,000
9770 2500 £25 per ticket
5% of
circulation
219250
Total 34500
Review the results that can be acquired by the tickets from the above revenue method
Controlling plan: In this marketing plan, it is an ending stage where the marketing efforts are
controlled or observed and to indicate the changes. In marketing plan, there are adjusted the
marketing mix elements. For guiding the marketing efforts, it require the function of the
management like analysis, planning, execution, implementation and the controlling the efforts of
the marketing and helps in gain the business aims, goals and the objectives. The music live show
will utilize the benchmarking and key performance indicator for analysis the activity and
performance.