Event Planner Marketing Plan

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3/3/2010 2009653308 | FADHULLAH DAHLAN IBRAHIM 201 1 201 5 MARKETING PLAN

description

Marketing Plan for Event Planner Company.

Transcript of Event Planner Marketing Plan

Page 1: Event Planner Marketing Plan

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2011 2015 MARKETING PLAN

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CONTENTi. Company Descriptions

ii. Business Mission

iii. Situation Analysis

a. Industry analysis

b. SWOT analysis

iv. Marketing Objective

v. Marketing Strategy

a. Target Marketing Strategy

b. Marketing mix

i. Product

ii. Place/Distribution

iii. Promotion

iv. Price

vi. Implementation , Evaluation, and Control

a. Marketing research

b. Organizational Structure and Plan

c. Financial Projection

d. Implementation Timetable

e. Summary

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COMPANY DESCRIPTION

Founder/CEO: Fadhullah Dahlan Ibrahim

Company : F.D.I. e-Vent Planner (FDI) Est. : February 2010

Ownership : Sole trader. Sole stock holder is Fadhullah Dahlan Ibrahim.

Product : Services, Event Planner

Specialization : Promotional and entertainment event

Customers : Corporate and Individual Organizations

Firm Description :A new way of event planning. Through online network, the company is

determining to maximize the usage of this new technology as advantageous throughout the new era of marketing as also face-to-face event consulting.

The first event company in Malaysia to provide online event planning thus made it the foundation of online event planning.

FDI is an equal opportunity business making its expertise and its products available to help its customers plan their own events. Planning Packs (complete kits for their event), make hosting an event a snap, right down to the refreshments. The event planning software brings interactive event planning as close as their personal computer. Through these and other affordable products and services, FDI aims to be the number one resource for any event.

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BUSINESS MISSION

MISSIONThe mission of FDI e-Vent Planner is to provide customers with the highest level of event planning. Existence is to attract and maintain the customers. When we adhere to this maxim, everything will fall into the right place. All the services provided will exceed our customers’ expectation.OBJECTIVES

I) To be number 1 in online service-base company of all time whose values are exceeding customers’ expectations.

II) To increase number of clients by 30% per year through superior services.

III) To develop a sustainable and profitable start-up business.IV) ROI within the two quarters of the established year.V) Major revenues are from the corporate company with long term

contracts.

SITUATION ANALYSISINDUSTRY ANALYSISTRENDSEvents and conferences are growing business in Kuala Lumpur, Malaysia and not just for hotels and convention centers. From corporations to non-profit associations, the many benefits of hosting proprietary, face-to-face events are being increasingly recognized across all sectors. .

But as events become a more vital component of annual marketing strategies, there is growing competition for participants, profile and sponsorship. This has resulted in a demand for higher hospitality standards and greater industry expectations; a muffin in a gift bag simply won't cut it in today's market.

Nowadays, events and conferences must be planned and executed right if they are to help an organization reach its goals and guarantee an enhanced return on

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investment. As organizations grow more event savvy and event planners strive for individuality, a number of new trends are emerging.

SITUATION ANALYSISCOMPETITORS Competitors Arrays & Profiling

Companies BAD BOYZEvent factory

FAT BOYSEVENTS

John HallProductions

Hotels

Competitiveness Actual Actual Potential ActualDirectional Direct Direct Indirect DirectProducts Services Services Services Accommodations &

Services Strengths Good

reputations among the Telco client base.

Good relationship with broadcasting companiesGood in broadcasting companies marketing strategies. Have been in the market longer

Good relationship with international companies.Good in international event and conference.

On-site facilities, equipment, and support staff. Ability to transport and house persons for overnight stays. Able to internalize costs of transportation and equipment.

Weakness Focus only on big events and specialized events are main focused rather than all events.

Reputation precedes them. Too much focusing on giant broadcasting companies.

No experience and relationship with local customers. Do not have the supporting products to market with

Often very expensive, impersonal, rely on unskilled labor for support staff. The error rate is high due to high volume and traffic from

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other events happening at the same time.

SITUATION ANALYSIS

CUSTOMERS PROFILE

The breakdown of the market for event planning falls in a wide and much diversified grouping. Organizations as well as the individuals demand the services we provide. In order to provide detailed information, the market segments are broken down into private and public organizations, and individuals.

1. Private Business Organizations

Private firms make up the largest portion of client base. Firms such as businesses and corporations host the most events on large scales therefore this type of event will generate large revenues per event.

2. Public Organizations

Government agencies host many events every year. The second largest segment of clients base. These events are vary, depends on the type of the government organizations. Most of the events are moderate in scale with middle to low revenues generated thus will it generate high revenues per event. Occasionally some of the event will be held in large scales as or international viewers and tourist. Emphasis is placed on the visibility of the event for public viewing.

3. Individuals

This type of event is seasonal and it is on small scale thus being the smallest revenues generator. Even though it is easier to handle such event yet it’s not so profitable in years to come as when the FDI e-Vent Company becomes more stable in its business.

4. Other

This segment has no direct information to compile for a description. It consist of any planned that does noy fit into any of the above categories.

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24%

4%

62%

9%

GROSS CUSTOMERS ANALYSIS (PIE) Private Business Organizations Public OrganizationsIndividuals Others

2011 2012 2013 2014 2015

Private Bus. Organizations 6 8 10 11 14

Public Organizations 1 1 2 2 3

Individuals 15 18 20 28 30

Others 2 1 5 4 8

5

15

25

35

45

55

POTENTIAL CUSTOMERS CHART

Cust

omer

s

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SITUATION ANALYSIS

SWOT ANALYSIS

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StrengthsEnd-user sales control and

direction.Right products, quality and

reliability with very low price price.Superior product performance vs

competitors.Spare manufacturing capacity.

Some staff have experience of end-user sector.

Have customer lists.Product innovations ongoing.Can serve from existing sites.

Products have required accreditations.

Processes and IT should cope.

WeaknessesCustomer lists not tested.

Some gaps in range for certain sectors.

We would be a small player.Need more sales people.

Limited budget.No pilot or trial done yet.

Don't have a detailed plan yet.Delivery-staff need training.

Customer service staff need training.

OpportunitiesCould develop new products.Local competitors have poor

products.Profit margins will be good.

End-users respond to new ideas.Could extend customers range.

New specialist applications.Can surprise competitors.

Could seek better supplier deals. ThreatsLegislation could impact.

Existing core business distribution risk.

Market demand very seasonal.Retention of key staff critical.

Could distract from core business.Possible negative publicity.

Vulnerable to reactive attack by major competitors

SWOT

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MARKETING OBJECTIVE

OBJECTIVE

The firm is diligently to increase the knowledge of targeted audience for the importance and usefulness of professional event planner by giving high quality services.

Increase product awareness among targeted audience by 30% in one year. Inform target audience about features and benefits of our product and its

competitive advantage, leading to a 10% increase in sales in one year. Decrease or remove potential customers' resistance to buying our product,

leading to a 20% increase in sales that are closed less than a year Minimum one government client for massive international event for each

year. MARKETING STRATEGY

TARGET MARKET STRATEGY

FDI is providing services that are beneficial to both corporate and individual indefinite customers who seek help and intention either through the web or face-to-face consultant. We will be going after the "SOCIAL EVENT MARKET" which is an alternative market niche within the event planning industry.

The customer is an organizations/individual that contracts/contacts with FDI to plan and typically host an event for them. Organizations/individuals will be turning to FDI to plan the events because:

1. It is cost efficient for a third party to plan the event. This is the case because the third party only does event planning so they can plan and host the event more efficiently.

2. The organization does not have additional people who can be taken away from their daily jobs, nor time to invest in an infrequent event. While the invidious does not have the experience, impotent and barren to host their own event.

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Low Budget Medium Budget Large Budget

Individual

Private

Public

MARKET SEGMENTATION CHART

Indi-vidual

Private

Public

Low Budget

Medium Budget

Large Budget

0

2

4

Individual

Private

Public

IndividualPrivatePublic

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MARKETING MIX

PRODUCT

Services product is varied and dynamic for customers as it change as with the customers wants and needs. FDI are determined to provide service that exceeds customer’s expectations by providing those services of qualities and perfections.

Because the dynamic and continuous changes in event planning market, there are no fix products or packages as too fulfill the customers need as it different from each.

Hence of the varied needs still there are basics product may be created to be the foundation of the fulfillment product for the customers.

Individual

Party Pack: Suitable for any occasions as it include the coverage of Food and Beverages (F&B), Entertainment and Amusement (E&A), Audio Visual System (AVS) and Program Manager (PM).

The customer may change any basic product given to be accordingly with the budget and suitability of the events. They also may upgrade the product given to fulfill their wants.

Promo Pack:This product is specialized for the company to promote their both newline product or established existing product. Suitable for corporate company which philosophy is Sales Orientated Marketing Management Philosophy.

Promo Pack gives the clients total control of the event without needing them to part in the execution process.

Ala Première:Public/Government organizations with high budget are given top priority of any event. Full coverage of any type needs of the event specifically of event needs. High quality of any products given with quality guarantied.

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MARKETING MIX

PLACE/DISTRIBUTION

FDI e-Vent Planner

Corporate Office: Level 36, Menara Citibank, Jalan Ampang, Kuala Lumpur

Operation Center : Level 8, Pusat Komuniti Komersial Bandar Tun Razak, Bandar Tun Razak, Cheras Kuala Lumpur.

Corporate office used for meeting with corporate organizations and corporate clients. Also used for media center for press release.

Operation center is used for event preparation place, operating on going event, and equipment store.

PROMOTION

1. Internet and Online Promotiona. Website

i. http://www.e-vent.com 1. Company profile available for viewing2. Online event planning services3. Event history

a. Press releaseb. Letter of Recognitionc. Award certificatesd. Event partners

b. Links on Event Partnesi. Partners for the past events

1. Sponsors2. Clients3. Partners

c. Google online advertising via AdWordsi. Drive potential customers

ii. Works on both local and international network

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MARKETING MIX

d. Online advertisements on other websitei. http://www.allmalaysiaevent.com

ii. http://www.sensesofmalaysia.com 1. Proved to be effective with small organizations and

individuals.2. Printed Media

a. Leading Newspaper advertisement and press releasei. The Sun

ii. News Strait Timesb. Phamplets

i. Distributed to major company and organizationsii. Strategically placed at public places

3. Word-of-moutha. Past Clientsb. Friends

i. Corporateii. Country Club

iii. Political/Government

PRICE

FDI e-Vent product services’ price is subjective thus make it inconsistent from every of it services. The price differentiated by these variables:

i) Occasion of eventii) Event costingiii) Operating expensesiv) Consulting feesv) Contingenciesvi) Competitors’ Services Pricing

These variables are followed to assure there won’t be any losses affect to FDI.

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IMPLEMENTATION, EVALUATION, AND CONTROL

MARKETING RESEARCH

The event planning industry is coming into its own. What has been seen for decades as an elite service for the wealthy and/or corporate, Malaysia is slowly transforming into a service that eliminates the hassle and headaches of planning events for Malaysia families and communities.

As part of the new business, event planning is still in the changes that always occur in situations of a dynamic and fast. Business must be sensitive and act quickly in this situation. Marketing research should be conducted continuously to ensure that information received is accurate with the current conditions of marketing and business environment.

Customers want and need are vary from each other’s and each customers need to be approach with different marketing mix. With the increasing of customer’s profile; balance and stable information’s are able to be generated as to create better marketing mix.

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IMPLEMENTATION, EVALUATION, AND CONTROL

ORGANIZATIONAL STRUCTURE AND PLAN

ADVISORY BOARD

ADVISOR POSITION EXPERTISE BUSINESS CONNECTION

Norzam Baharuzaman

C.E.O. of PMP Sdn Bhd Leadership and managing organization

Government and Ministry

Wong Yew Mun Festival Manager of PMP Sdn Bhd

Managing event and corporate negotiation

Private companies and International organizations

Mohd Nazri Baharuzaman

Financial Manager and Advisor of PMP Sdn Bhd

Financial control and planning

None

Arid Soon Boon Seong

C.E.O. of Melodi Ceria Enterprise

Managing people and subordinate

Private organizations and Event Companies

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Lower Managemnet

Middle Management

Top Management

Fadhullah Dahlan Ibrahim(CEO)

Idzrul Syafik(Corpoate GM)

Mohd Rifai'e Adnan

Amirul Hamzah Amirul Hasyim

Saiful Ezanny Mohd Ibrahim

(COO)

Abdullah Imran Abdullah Hasyim

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IMPLEMENTATION, EVALUATION, AND CONTROL

FINANCIAL PROJECTIONS

Private

Public

Individuals Others

DISTRIBUTION OF INCOME

2011 2012 2013 2014 2015

Private 1160000 1520000 680000 1580000 2100000

Public 14000000 14550000 20000000 15000000 25000000

Individuals 50000 70000 100000 120000 150000

Others 20000 10000 50000 50000 100000

2500000

7500000

12500000

17500000

22500000

27500000

FIVE YEARS INCOME PROJECTION

Inco

me

(RM

)

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IMPLEMENTATION, EVALUATION, AND CONTROL

IMPLEMENTATION TIMETABLE

As soon the company start up, FDI employee will contact all major corporates and governments friends to appoint FDI as the Official Event Planner for their annual events.

2011

I) Close deal of 5 years contract with 2 Corporate Companies and 1 Governmental Organization for organizations’ annual events.

II) Full timed employees are trained to have ample experinence to able manage small events on their own.

List of some up coming international event in 2011 :

Event sanctioned with

-Ministry of Tourism -Kuala Lumpur City Hall

-Ministry of Federal Territory -Ministry of Education Malaysia

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IMPLEMENTATION, EVALUATION, AND CONTROL

SUMMARY

To be global, FDI will continously improve and enhance its capability in achieving customers’ satisfaction accordance with the company missions. As the target and implementation published, FDI, full-hearted will try to accomplished what has been stated.

FDI's marketing plan implementation will be changed according to the current situation because the economic situation in the services industry. For that FDI has been prepared to face all possibilities in early preparations which have been made consistent with the observation process.

It is hoped that the marketing plan is implemented properly to achieve the mission and goals of the company and became a revered and respected companies in the region and every corner of the world.

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