Marketing Plan for Woodford Folk Festival: A Case Study

Desklib provides past papers and solved assignments. This report analyzes the marketing of the Woodford Folk Festival.

Marketing Management
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Executive Summary
In today's day and age, the event marketing is very important for making people aware of the
event and for making the event a huge success. It is very crucial to make the target audience
understand the purpose of the event and communicate the scope of the event. In this report, the
concepts of marketing have been explained in the context of a planting event named ‘Woodford
Folk Festival.' The event is organised by a not-for-profit organisation. The unique thing about the
event is that it mainly focuses on the involvement of the disabled person. The report discusses
the aims and scope of the event along with a small overview of the event. For better
understanding, the current situation analysis is explained that discusses the internal and external
analysis. The SWOT analysis of the event has been done for better understanding. Furthermore,
the report will discuss marketing strategies (7P's) and market positioning. The last phase of the
report provides the action plan, marketing budget, and contingencies in the event.
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Contents
Executive Summary.........................................................................................................................2
1. Introduction..............................................................................................................................4
1.1. Aim....................................................................................................................................4
1.2. Scope.................................................................................................................................4
1.3. Event Overview.................................................................................................................5
2.0 Current Situation Analysis.........................................................................................................6
2.1 Internal Analysis....................................................................................................................6
2.2 External Market Analysis.......................................................................................................7
2.3. Market Analysis of Woodford Festival...............................................................................10
3. SWOT analysis.......................................................................................................................10
4.0 Segmentation...........................................................................................................................12
5.0 Target Market..........................................................................................................................13
6.0 Physical Evidence....................................................................................................................14
7.0 Objectives................................................................................................................................14
8.0 Marketing Strategies (Action Plan).........................................................................................14
8.1 Product.................................................................................................................................14
8.2 Prices....................................................................................................................................15
8.3 Promotion.............................................................................................................................15
8.4 Place.....................................................................................................................................16
8.5 Packaging.............................................................................................................................16
8.6 Positioning...........................................................................................................................16
8.7 People...................................................................................................................................16
9.0 Marketing Budget....................................................................................................................17
10.0 Controls and Contingencies...................................................................................................17
11.0 Conclusion.............................................................................................................................18
12.0 References..............................................................................................................................19
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1. Introduction
1.1. Aim
The aim of the planting festival is to develop a forested parkland for people's enjoyment by
reaching natural potential and community participation of a minimum of 200 individual
comprising people with disabilities.
1.2. Scope
The scope of the Woodford Festival organised by Queensland Folk Federation comprises the
following objectives:-
 To enhance the environment by developing a site in a natural sound and sustainable
manner.
 To minimise the impacts of human activity on nature and provide gains where possible
by contributing more to the environment.
 To offer educative opportunities that include profiling the environment by making use of
cultural activity
 Leading by example by being a sustainable destination with high community profile and
involving national events and institutions.
 To promote environmentally friendly practices for branding the event and attaining
market leadership
 To expand and enhance the existing environmental programmes at local and national
level.
1.3. Event Overview
The festival named Woodfordia was first organised in the year 1987 at the Maleny showground
during the Easter week. The festival gained immense success until 1993. In the year 1994, the
festival land was purchased at Sunshine Coast Hinterland. Currently, the land is being taken care
by Queensland Folk Federation which organises the Woodford Folk Festival. In the year 1997,
the event was linked with tree planting and people from all around the world started participating
in the event and making efforts to plant the tree and also participating in various cultural
activities. Currently, the planting festival is welcoming the people with some kind of disabilities.
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The event is held in a rural area with terrains. Hence, the amenities for the disabled people have
been installed in the land area.
Figure 1 Woodford Festival
The event will be held for 3 days. As per the past record, the number of attendees was 9, 642 and
the average days attended by the visitors were 2. 61. Talking about the visitors' origin, the
majority of them are from intrastate visitors with an overall percentage of 61.4% in the total
visitor. In addition to this, the percentage of interstate and overseas visitors were 18% and 2.7%.
One thing to note here is that women visitors (57%) were more than the men.
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Figure 2: Past Record of Woodford Festival
2.0 Current Situation Analysis
2.1 Internal Analysis
The VRIO framework has been used in order to make an analysis of the internal environment of
The Planting Festival. This festival is being organized in order to attract people with disabilities
to actively participate in such an event. There are four components which are approached
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typically in a decision tree style. Following are the internal factors which have an influence over
the internal elements of such Planting Festival (Gration & Raciti, 2014, p. 280):
Value: In such internal element, The Planting Festival is offering such resources as well as the
information along with a chance to make environment pollution free which will surely add the
value for the people coming to visit in such festival. It is also providing a competitive advantage
to the business which is adding the value of the visitors.
Rarity: There are several numbers of resources as well as the capabilities in order to implement
the Planting Festival. There is no competitive parity for such event as there is a good cause
behind such Planting Festival and every other person will support such rarity in this event. This
element of such analysis is also showing positive results in reference to such execution of the
event (Vargas-Hernández & Garcia, 2019).
Imitable: The event is for the disabled people and it is hard to find the substitute for the Planting
Festival. This planting event is related to the plantation of the trees which is for a good cause but
there are several organizations as well as the NGOs that can be interested in executing such
events as these are not so expensive to be afforded by such organizations. Hence there is a lack
of competitive stability to some extent.
Organization: There is an organized system used in order to hold this event or the festival
successfully. The processes, structures, culture as well as the systems used are beneficial for the
capitalization of the resources to be used in the execution of this event.
The event is completely in the race of the sustained competitive advantage and is about to
achieve the ultimate goal of holding such a festival.
2.2 External Market Analysis
PESTLE Analysis
The PESTLE Analysis is being made in order to make the external analysis of The Planting
Festival in order to gain knowledge regarding the influences of external factors on such business.
Following is provided the PESTLE Analysis:
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Political: The political factors include the policies made by the government from time to time.
For such Plant Festival, the Government of Australia will provide support as it will help in the
environmental sustainability. The good relationship between the Festival organizers as well as
the Government of Australia will influence the event in a positive manner as this event is held
for the people having disabilities. The Government will also provide the land space in order to
plant the trees.
Economic: The economic factors that can have an influence over the Plant Festival are the
economic stability of the country, the interest rates as well as the costs and investments in such
an event. The lower interest rates in Australia will be helpful in raising the funds to cover the
costs of the event and further, there will be donations also collected from the general public for
successful execution of this event (Bartusková & Kresta, 2015, p. 148).
Social: Such factors are related to the lifestyle of the local people as well as their value, beliefs,
and attitude. The society is in support of such festival as it is for the benefit of the whole society
and will also help in reducing the carbon footprint (Gration & Raciti, 2014, p. 286).
Technological: There has been seen several technological advancements in the previous issues
due to the progress of the ICT field. The technologies will prove to be helpful in the proper
execution of the event and social media can also be used in order to promote such an event
(Brida, & Osti. 2012, p. 21). There are several new types of equipment available in the market in
order to plant the trees and saving the cost as well as time so the technological forces are
beneficial.
Legal: The legal factors include the law and standards made by the Government of Australia.
There can be a problematic situation if there will not be compliance of such legislation. There
may be issues related to the use of the land. This can cause a negative influence on the successful
execution of such The Plant Festival.
Environmental: There should not be any harm of any particular event to the environment of the
country. The event to be held is a tree plantation festival which has numerous positive outcomes
for the environment as it will eliminate pollution and there will not be any harm to the
environment. The carbon footprints will also be reduced which will help in making the
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environment healthier. Planting the trees help in reducing pollution and keeps the environment
healthy and safe.
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2.3. Market Analysis of Woodford Festival
 Economic Viability: the funds for the event can be arranged through sponsors, by selling the
entry tickets, and selling souvenirs. In addition to this, the organisers can involve the local
community to produce handicrafts and sell them. A big fraction of the funds will come by
selling plants to the visitors for plantation (Bartusková & Kresta, 2015, p. 153).
 Stakeholders: There are internal and external stakeholders for the event. The former
comprise organisers, volunteers, investors, and other supporting staff. The external comprises
 Demand Analysis: The rising urbanisation and pollution have caused too much damage to
the community. In addition to this, the society lacks the zeal to come forward and contribute
to nature. Such events will help in bringing them together along with the focus on disabled
people. There are very few events organised that involve the disable in a noble cause.
 Feasibility Study: The event is organised in the outskirt area (rural area). Hence, the impact
is less on the urban population. The visitors will not increase any load on the urban part of
the region. The funds are already arranged to host such a big event that comes from different
sources. Hence, it is economically, socially, and environmentally feasible.
3. SWOT analysis
The SWOT analysis can help in understanding the strengths and weaknesses of the event. This
information will be used in the strategy formulation.
Strengths
Natural Attractions:
The festivals are organising on the sunshine
coast hinterland. The location is in itself
attracted. In addition to this, the objective of
the festival is to maintain the natural values
of the place and use them for the
sustainability purpose.
Cultural Attractions
Authentic festival comprises cultural values,
ethnographic values, etc.
Weaknesses
 Amateurism in volunteer and supporting
people and community.
 Lack of funds and sponsorships
 Deficiency of well-equipped and
consistent festival
 Lack of security and hygiene
 Lack of expertise and expert support.
 The localisation of the event instead of
nationalisation.
 Lack of shopping and entertainment.
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Community Support:
Involvement of a large number of local
community people and making them major
stakeholders of the event.
Opportunities
 Support from the local community by
providing employment opportunities to
them during the festival.
 Increase in conscience among the people
towards nature and environment can be
a great potential for the organisers.
 People from across Australia or from
overseas might want to join the event.
This would increase the natural tourism
of Australia.
 Integrating culture with environment
theme can result in mass participation.
Threats
 Inadequate support from government
and lack of governance on amenities.
 Potential disruptions caused by political
changes associated with the organisation
of the festival.
 Unique values of the event might get
lost.
 The disruption caused by the cultural
and ecologic structure.
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4.0 Segmentation
Table 1: Market Segments by Age
Age Pre-Purchase
Until April 28th
Online Price At Gate
Season
Adult $97 $103 $122
Youth $49 $53 $62
Child (6-12) $19 $20 $23
Day
Adult $62 $66 $77
Youth $32 $34 $41
Child (6-12) $11 $11 $14
Friday Night
Adult $43 $45 $53
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