Event Positioning
Event Positioning
Bachelor Paper I
Submitted by:
Juraj Melicher
Table of Contents
1.
INTRODUCTION
1
2.
THE INDUSTRY OVERVIEW 2.1 2.2 2.3 2.4 2.5 HISTORY ORIGINS THE BIRTH OF THE INDUSTRY TRENDS WHAT IS THE EVENT? TYPES OF EVENTS 2.5.1 Size 2.5.2 Form or content
2 2 2 3 4 5 7 9
3.
THE CONCEPT OF POSITIONING 3.1 3.2 3.3 3.4 3.5 STRATEGIC PLANNING THE AGE OF SAMENESS EVENT VS. PRODUCT POSITIONING, THE KEY TO BE FOCUSED AND DIFFERENTIATED THE MOST COMMON STRATEGIC APPROACHES TOWARD POSITIONING 3.5.1 Strategy of competitive advantage 3.5.2 5 box model by Leo Burnett 3.5.3 The formulaic positioning statement 3.6
11 11 12 13 16 17 17 18 19
CREATING THE POSITIONING FOR THE EVENT ACCORDING TO CZERNIAWSKI AND 20 20 22
MALONEY 3.6.1 Segmentation and Targeting 3.6.2 The Need
- III -
3.6.3 Competitive framework 3.6.4 Benefits 3.6.5 The reason-why 3.6.6 Brand character 3.6.7 The final sentence
23 24 25 26 28
4.
THE MARKETING MIX WITH RESPECT TO OUR POSITIONING STATEMENT30 4.1 4.2 4.3 4.4 PRODUCT PROMOTION PRICE PLACE 30 30 31 33
5.
CONCLUSION
33
LIST OF ABBREVIATIONS
35
LIST OF FIGURES
36
LIST OF TABLES
37
BIBLIOGRAPHY
38
APPENDIX
40
VISUAL FOR 2010
40
VISUAL FOR 2009
41
- IV -
1. Introduction
Today`s world is not easy. There are many new phenomenoms that we did know few years ago and there are many new aspects resulting from the situation. For example new social networks have influenced the world of marketing substancially. But there are also other forms that are yet more common than before but still fully explored. One of those new industries is also an event industry. Companies have realized the importance of the direct communication and added value of experienced emotions. The number of events have increased over past few years and the diversity and nature of events have also rised up. The need for professionals in the industry as well as the application of marketing and management methods is also rising (Allen et al., 2011). There
Bachelor Paper I
Submitted by:
Juraj Melicher
Table of Contents
1.
INTRODUCTION
1
2.
THE INDUSTRY OVERVIEW 2.1 2.2 2.3 2.4 2.5 HISTORY ORIGINS THE BIRTH OF THE INDUSTRY TRENDS WHAT IS THE EVENT? TYPES OF EVENTS 2.5.1 Size 2.5.2 Form or content
2 2 2 3 4 5 7 9
3.
THE CONCEPT OF POSITIONING 3.1 3.2 3.3 3.4 3.5 STRATEGIC PLANNING THE AGE OF SAMENESS EVENT VS. PRODUCT POSITIONING, THE KEY TO BE FOCUSED AND DIFFERENTIATED THE MOST COMMON STRATEGIC APPROACHES TOWARD POSITIONING 3.5.1 Strategy of competitive advantage 3.5.2 5 box model by Leo Burnett 3.5.3 The formulaic positioning statement 3.6
11 11 12 13 16 17 17 18 19
CREATING THE POSITIONING FOR THE EVENT ACCORDING TO CZERNIAWSKI AND 20 20 22
MALONEY 3.6.1 Segmentation and Targeting 3.6.2 The Need
- III -
3.6.3 Competitive framework 3.6.4 Benefits 3.6.5 The reason-why 3.6.6 Brand character 3.6.7 The final sentence
23 24 25 26 28
4.
THE MARKETING MIX WITH RESPECT TO OUR POSITIONING STATEMENT30 4.1 4.2 4.3 4.4 PRODUCT PROMOTION PRICE PLACE 30 30 31 33
5.
CONCLUSION
33
LIST OF ABBREVIATIONS
35
LIST OF FIGURES
36
LIST OF TABLES
37
BIBLIOGRAPHY
38
APPENDIX
40
VISUAL FOR 2010
40
VISUAL FOR 2009
41
- IV -
1. Introduction
Today`s world is not easy. There are many new phenomenoms that we did know few years ago and there are many new aspects resulting from the situation. For example new social networks have influenced the world of marketing substancially. But there are also other forms that are yet more common than before but still fully explored. One of those new industries is also an event industry. Companies have realized the importance of the direct communication and added value of experienced emotions. The number of events have increased over past few years and the diversity and nature of events have also rised up. The need for professionals in the industry as well as the application of marketing and management methods is also rising (Allen et al., 2011). There
Bibliography: 38 Kotler, Philip and Armostrong, Gary (2010) Jochen (2004). edition. New Jersey: Pearson Prentice Hall. and Wirtz Jochen (2011). Services Marketing: People, Technology, Strategy 7th edition