Narnia Amusement Festival: Market Analysis and Strategy Report

This report presents a detailed market analysis and strategic plan for the Narnia Amusement Festival, a two-day event themed around C.S. Lewis's 'Chronicles of Narnia.' It includes a comprehensive market assessment, targeting children, young teenagers, and adventure lovers, with a focus on demographics, psychographics, and geographic factors. The report conducts a PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors impacting the festival's success. It also provides a competitor analysis, comparing the Narnia festival to direct competitors like Disneyland and Legoland, and indirect competitors such as other themed festivals. Furthermore, the report outlines the date selection strategy, emphasizing the benefits of hosting the event during spring break and on weekends, along with community involvement strategies and site selection. The report details corporate sponsorship opportunities, ticket plans, and sales projections, including pricing strategies, anticipated sales volumes, and revenue potential, along with mechanisms for ticket sales, VIP packages, and onsite activations. The report aims to provide a solid foundation for the successful launch and operation of the Narnia Amusement Festival. All the data and information has been compiled by a student and uploaded to the website Desklib.

Assessment

Table of Content
Festival description..........................................................................................................................1
Festival Programming......................................................................................................................1
Market assessment.......................................................................................................................2
Competitor analysis.....................................................................................................................4
Date Selection..............................................................................................................................5
Community involvement.............................................................................................................6
Site selection ...............................................................................................................................6
CORPORATE SPONSORS............................................................................................................7
Sponsorship companies................................................................................................................7
Onsite Activation.........................................................................................................................8
TICKET PLAN AND SALES PROJECTIONS..............................................................................8
Ticket price and strategies...........................................................................................................8
Anticipated selling quantity.........................................................................................................9
Gross potential.............................................................................................................................9
Mechanism of Selling..................................................................................................................9
Tickets/ Wristbands...................................................................................................................10
VIP Package details...................................................................................................................10
REFERENCES..............................................................................................................................11

Festival description
Narnia amusement festival is a 2 day festival with the theme of chronicles of Narnia
which has been highly known as one of the most loved character by small children and various
adventure lovers. The festival is operated with high innovation and creativity for all guest who
will be staying in at festival venue, where there will be parades, events and dance shows at
various hours of the day to entertain people thoroughly. The fireworks and night-time
spectaculars will be one of the best highlight of festival to pool in large visitors, Narnia fans for
experiencing one of the best experiences within an amusement festival. Narnia adventure
amusement festivl will be promoted on various websites and from social media handles for ease
of people to book their tickets, with detailed stay in facilities, welcoming facilities and various
other amenities which visitors can experience while coming at venue (Turner and Measham,
2019).
Festival Programming
As the Narnia Amusement Festival is going to be a grand festival that is designed to last
for 2 entire days in order to effectively be able to satisfy and entertain its visitors and customers
with a joyful and unforgettable experience, the Narnia Amusement Festival is going to offer the
services of various talented artists for shows, parades, demonstrations and cosplays for the
entertainment of the public. These artists that are part of the Narnia Amusement Festival include
skilled, talented and experienced dancers, singers, performers, actors, gymnasts, cosplayers etc.,
all of whom will take part in the various shows, demonstrations, musical and dancing events,
parades and cosplays in the Narnia Amusement Festival in order to effectively entertain the
guests and visitors and provide to them a joyful, exuberant and unforgettable experience (Kelly
and et.al.,). The Narnia Amusement Festival shall also provide to its guests amenities during the
2 day event such as numerous food choices through various restaurants, accommodation
services, wash rooms, rest areas, Wi-Fi and public telephones etc., in order to service and satisfy
all the needs and requirements of their customers during the entire 2 day event.
A dedicated schedule has been created in order for the convenience of the visitors and
customers of Narnia Amusement Festival, so that they remain informed of all the festival events
and attractions that are going to take place so that they do not miss it.
Activity Day Time Duration
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Guest Welcome First 8-10 am
Live show with the Witch First 10:00-11:30 am
Time For Visiting Other Attractions and Lunch First 11:30-3:00 pm
Live Dance Show with the Badger First 3:00-4:30 pm
Small parade First 5:00-6:30 pm
Camping with Stars First 6:30-9:00 pm
Dinner and Rest First 9:00 pm onwards
Live music Performance Second 11:00-12:30 pm
Lunch and additional activities Second 12:30-1:30 pm
Live cosplay show Second 1:30-3:00pm
Live Action show of Narnia Second 3:00-5:00pm
Grand Parade Second 5:00-6:30pm
Grand Firework Show Second 6:00:7:30 pm
Dinner Second 7:30pm onwards
Market assessment
The market assessment will enable to generate effective outlay of various opportunities
and fundamental working segments where festival management can be programmed out based on
parameters of available paradigms. Target market strategies will add to building new factors
through which management for attracting visitors can be done effectively with detailed view
onto all factors for strengthening the sales, promotion activities of Narnia amusement festival.
Pestle analysis Political factors: UK political scenario do not hold any strict regulations for
entertainment and amusement industry where it is highly welcoming country scenario,
having welcomed millions of people from around the world to enjoy amusement and
adventurous festivals. The political parameters are stable with high ease for developing
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high ease and management for conducting 2 Narnia amusement festivals where large
people from around the world can come in t explore wide creative world of Narnia. Economic factors:The economy of UK is also highly stable and developed to program
out various factors for effective conducting of Narnia amusement festival where various
theme activities, adventure rides and celebrations will be held. The economy of UK is
also booming up with high demand of creativity coming up within entertainment, and
amusement theme festivals which will work as one big positgive3 factors for the
engagement of audience (Lynch and Dibben, 2016). Social factors: Socially people and adventure lovers are highly interested and inclined to
attend amusement festivals within UK and around the world where The Narnia
amusement festival will be programming on to bring the best innovation and creativity.
Socially people are looking up for dynamic changes and higher variety of theme festivals
where they can experience the best innovation and developed facilities for shopping,
entertainment and relaxation holidays around the spring months of year. Technology factors: The technology level of UK is also high for programming out vivid
facilities pertaining to safety, promotion management and development of various
facilities and amenities for people from around the world who'll be coming onto
experiencing adventure activities. This will work as one of the biggest asset for
development and management of festival which will also enable people t have best
safety facilities as technology is best and developed functional standards will also help in
promotive purposes (Gardiner, 2019). Legal factors: Legally also the corporations do not hold any large issues or5 challenges
for effective management and facilities for people while conducting amusement festivals.
All legal requirements of safety within management required by UK government will be
programmed onto development effectively for gaining confidence and higher
proportional avenues through social media. Environment factors: The Battersea field is one of the best place near Thames river at
UK where green environment displays one of the best view and fundamental space for
attracting people who wish to enjoy the best avenues, relaxed hemisphere. This will work
as one of the best factor for Narnia amusement festival planning to be held at Battersea
fields in UK.
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Target market
Demographics: On the basis of demographics target market will be divided into children, young
teenagers and adventure lovers who are interested to engage in various innovative theme
festivals. By dividing people on basis of demographics management will be also able to develop
the best promotional strategies and to program out the best effective themes important for
pertaining onto vivid facilities (Teames,Mackie and Atencio, 2019).
Psycho graphics: On the basis of psyco graphics target market is divided onto adventure lovers
people who wish to explore wide fun recreational activities and vivid travellers who come in UK
for exploring. Narnia overs will also be an effective parameter for target market factorization, as
theme festivals are highly attractive for people to explore and the vivid magical world of Narnia
will also play an important attractive segment for people who look up to enjoying best developed
facilities and vivid developed rational services.
Geographic: On the basis of geography people from all around world will be targeted as Narnia
fans are spread around the world, majorly it also hold the factors and opportunities to leverage
high end revenue pertaining onto wide market shared parameters. The festival marketing will be
done from social media and varied business networking paradigms which will enable to program
out higher developed marketing synergy of innovation , functional efficiency (Thompson,
2020).
Competitor analysis.
Direct competitors
 Disneyland theme park and resort is one of the direct competitor where large people from
around the world come in and also from the UK to have enjoyment and various
resectional activities. The park also holds various facilities and technical developed
parameters for bringing on wide populations and toddlers who are fans of Disney
characters. The ticket of Disney land is 190 pound which makes it one of the costliest
theme park within world. The park highly offers various world-class amenities and is one
of the most visited amusement park within world known for its various fun rides, shows
and wide platforms where people from age group can enjoy high class entertainment./
 Legoland Windsor resort is one of the most known child oriented theme park and resort
in England, themed around Lego to system catering wide audience from UK and around
the world, known for varied facilities and recreational activities for attracting large
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people of group and travellers who come in for adventure and innovative rides. The
Legoland Windsor resort per ticket pricing is 98.64 pound which is one of the best
pricing for park within the UK competitors. The park pricing is affordable and also
carters wide sections of people from around the world who come to experience Legoland
theme and activities of high entertainment (Cheng, Guo and Ling, 2016).
 Harry potter theme amusement park is also one of the most renowned and most popular
theme park which caters large population of people and adventure lovers from all age
group to visit and explore the magical world of harry potter. The park ticket cost is 133
pound and it will be competitive price for Narnia theme festival. Harry potter them park
of Wizards is one of highest popular theme park catering thousands of people on every
day basis where visitors enjoy various live shows, shopping facilities and themes based
on Harry potter characters which are lobed by people from all age group people. The pricing of the Narni amusement festival is strategically decided based on competitors
prices which will enable to pool in diverse large amount of visitors, and price of per
ticket is 115 pounds.
Indirect competitors:
The indirect competitors are the various innovative them festivals coming up in UK and
around the world where selective group people and age groups come in and explore
reconsecration activities, based on self interests activities where customized facilities are also
available. These new amusement festival ideas and technical advanced promotional strategies
coming up with companies coming up with wide facilities, funds to invest in development of
well class amenities are gaining large popularity from world-class people. There are also new
start-ups developing theme festivals and programmes of amusement where travellers can enjoy
various activities, new working horizons among various customization available which are also
getting wide attention from audience and young age travellers (Hansen, Rogers and Brander-
Brown, 2019)
Date Selection
The date on which the Narnia Amusement Festival is to be conducted has been
strategically identified by its organisers in order to attract as many customers and visitors to the
festival and optimise the productivity and profitability of the Narnia Amusement Festival. The
organisers have decided to host the Narnia Amusement Festival on 13th and 14th March 2021 as
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this period comes during the spring time in the UK, when all the kids and students are free on
holidays so that they can attend the festival and enjoy (Simmonds, 2018). The festival being
hosted on 13th and 14th of March also strategically falls on Saturday and Sunday so that even
working parents and interested visitors who cannot enjoy month long holidays in the month of
March, can take the time out of their busy lives and come to attend the festival. Additionally the
months of March to May belong to the spring season in UK, during which the weather is pleasant
with less chances of rainfalls, making it the best date for hosting a grand event such as Narnia
Amusement Festival.
Community involvement
Children: The children will be an important age group of people within the community who will
come in to experience various new recreational activities, keenly where parents are also
interested for taking there children to amusement festivals where they can enjoy well class
facilities and high entertainment. Narnia festival will also target Narnia lovers among children
who are fans and look upon enjoyment , experiencing shows where their parents can also enjoy
high effective time to program out the best paradigms of entertainment (Astari, Astari and
Ulkhaq, 2020).
Teenagers: The teenagers are also one of the most important group of people who hold the most
important target for management and promotional activities for catering wide audience for the
successful completion, profitable working outputs for the Narnia attunement festival. The
teenagers are often highly interested to explore wide recreational events, amusement rides and
various new adventure shows to experience wide facilities and developed synergy of innovation
at all paradigms.
Adventure lover couples: Various adventure lover couples within the community are also an
important target group of people which will be targeted by Narnia amusement festival to
program out wide attractive promotional strategies based on the factors where people look upon
the best facilities. Innovation and high advancement within the developed working strategies will
be important parameter to outlay vivid factors of adventure and facilitates where people can
easily book their stay from internet. Narnia amusement festival will also make sure to pr4ogram
out high use of technology within use of ticket booking and various other facilities within venue
to technically be advanced for all usage and determining various factors of high customization
for gaining stronger profits from revenue (Puenpa, 2019).
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Site selection
The Narnia amusement festival will be held on 13th and 14th March 2021, which is one of
the peak season within spring season and Battersea is the venue which is one of the most
beautiful place facing along Thames river. The date of festival is chosen based on spring festival
time dates as various travellers from around the world dive in for planning on their holiday stay
at UK around these dates. The venue is taken based on its huge capacity to hold people from
around 1000-1200 people where there will be various facilities pertaining onto travellers desires
and h festival hosting potentialities. Tickets are 115 pounds for per person and sales projections
will be done by developing plans and competitive plans to develop long effective parameters for
successful completion of event (hapman, Richards and Blake, 2020). The Narnia amusement
festival, 2 day festivals based on Narnia theme where people can easily look upon booking
details and various photos of the plan through which various new developed determinants of
innovation and technology will be effectively programmed. The promotional activities will be
done from social media and various travelling websites where people who are adventure lovers
can easily book their tickets for venue and early bird pricing will focus on giving sale discounts
for people who wish to experience high developed synergy of adventure. Innovation and
creativity factors will be given huge emphasis where management will make sure that venue is
safe and soundly developed with all facilities for all visitors who book their tickets. The planning
and management of all functions will be done based on wide functional paradigms and target
customers market share where the publicity sand developed functional ethics will be taken high
care. Site facilities will be taken high care for programming out high end visitors who are Narnia
fans, children and adventure lovers based on their travelling choices, adventure requirements
(Choi,Lee and Alcorn, 2020).
CORPORATE SPONSORS
Sponsorship companies
Companies that can be approached for obtaining sponsorship are mainly the production
house of the series of Chronicles of Narnia i.e. Walt Disney since the Narnia Amusement
Festival is basically portray different stills and the sets of the ones that were used in the series i.e.
the famous wardrobe, dress material etc. (Young, 2017). The another sponsor can be a local
authority i.e. City of London Corporation that is based in the area where the event is being held
i.e. in Battersea Fields. Since the city would be benefitted immensely as the local venue would
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be the major revenue generator by the hosting of this amusement festival another major sponsor
of the event can be Clapham Common since it is located in nearby area and the overall
development in the locality due to this event will be huge (Stacey, 2016). Therefore, these are the
three organisation from whom sponsorship can be obtained comparatively through some easier
mechanisms overall. The reason why these companies have been chosen as sponsors is that the
overall contribution in their publicity and the revenue generation would also be contributed.
Therefore, it will be easier to obtain sponsorships from these companies and local organisations.
Onsite Activation
Onsite activation can be prepared in detail for all the three organisations differently in
following manner: Walt Disney: Since Walt Disney is the major production house who developed the series,
the development of onsite activation can be done at comparatively much easier levels
(Choi, 2018). For Walt Disney, onsite activation can be done by developing a separate
canopy that will be solely based on the key trends that Disney was able to commercialise
successfully such as Barbie dolls etc. and their franchisee can also be sold. City of London Corporation: Since the City of London Corporation has recently become
extremely creative and innovative on their social media platforms the best onsite
activation plan for this segment would be to develop these online mechanisms and further
their contribution in the overall management will be presented by a creative targeting of
the audience.
 Clapham Common: Since the Clapham common gives the vibe of a village restaurant
where the streets are vibrant and the atmosphere is more historic, this would be depicted
clearly in the onsite activation projects of the event where the theme of historicity would
be present in the entire sets of the festival right from the entrance which would be
through the old wardrobe to the fireworks which would be the last activity to be
performed.
Therefore, collectively the process of onsite activation would be implemented in this manner
for the three sponsors and there would be various other activities as well that would be included
in the onsite activation such as launching of the multiple events that have been decided upon,
collaboration with local artists and influencers etc. (Tarng and Wu, Origin Media Co Ltd, 2018).
This will promote the local artiste and talent in front of national and international visitors to the
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Narnia Amusement Festival.
TICKET PLAN AND SALES PROJECTIONS
Ticket price and strategies
The ticket prices have been ascertained through competitive pricing and the final amount at
which the tickets of Narnia Amusement Festival will be placed is at £ 115 on an individual
ticket. There would be the implementation of multiple pricing schemes such as early bird
discount in the initial 2 months of launch at 10%, then the special discounts for children at the
rate of 5%, the couples package where the collective ticket pricing for both of them would be £
200 only i.e. a collective discount of £ 30 to them. There will be no single day ticket as the
charge would be for complete two days for which the festival is being held.
Anticipated selling quantity
The selling quantum for different types of tickets can be categorised in following manner: Children: The children are accepted to be of the majority ratio amongst the visitors where
the children include young teenagers as well up to the 18 years. These would comprise of
an approximately 40% of the total population that would visit the festival. Early Birds: The early bird customers would be an estimated 15% only since the festival
is new and might not be able to gain the trust of the people regarding the quality and
experience easily (Wood, 2017). Couples: The couples are the another segment that are expected to show huge interest due
to the date being near to the summer solstice which is considered as the good day for
marriage and hence couples who want to integrate adventure would be able to enrol in the
amusement festival. The percentage is estimated to be at 20%
 Adults: The adults are estimated to be at the lower percentage and that too mainly
because of the necessity to accompany children in these festivals. The percentage would
be around 25%.
Gross potential
It is estimated that the organisers of the Narnia Amusement Festival will be able to sell off
the tickets at a gross potential with the full capacity of at least 1000 tickets out of the maximum
capacity of 1200 tickets (Nigam and et.al., 2016). This is because of the innovative concept that
has been developed and launched and The Chronicles of Narnia has a wide fan base for whom
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there has been no development of any prominent amusement park or festival.
Mechanism of Selling
The mechanism of selling that would be used would be in a multiple manner where the
online platforms, social media platforms, offline platforms i.e. through ticket counters, traditional
and online media advertisements etc. all will be used to generate maximum results in the form of
potential booking that can be generated for the Narnia Amusement Festival, 2020.
Tickets/ Wristbands
The tickets and the wristbands both will be used in the festival where the ticket would be
required for entrance and the band can be worn throughput the festival where it will be used to
gain access in different sets and canopies that will be established.
VIP Package details
VIP package will be available at £ 300 where the excellent facilities will be provided
where the separate tours will be given exclusively and the stay and food etc. will also be
different.
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REFERENCES
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Astari, F., Astari, F., . and Ulkhaq, M.M., 2020, April. Service Quality Assessment of Theme
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& Francis.
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