1.1 Purpose
The purpose of this field trip report is to identify how the various components of event marketing mix had been adopted in 'The Food Safari' event that I had visited. This report will also evaluate how effective these components had been used to contribute towards the success of 'The Food Safari' and also consider its tourism roles to Singapore and its value to the tourism economy.
1.2 Background of 'The Food Safari'
'The Food Safari' is first event held by Sphere Exhibits and was held from 14-16 November 2008 at Suntec City Convention Centre. It is targeted at food gourmets and enthusiasts. It is also targeted at people who want to have a new food experience and some cheap bargains on home appliances.
Not only showcasing different cuisines from 15 different countries, there were also gadgets discount like television, kitchenware, home applicances (refer to picture 1), workshops, hawker fare, dessert and food demonstrations at 'The Food Safari' (refer to Video 1 and 2 for a dumpling wrapping demonstration video).
There were also live music, wine, beer and cocktails, metre-long pizzas and premium Spanish jamon Iberico for people to sample and buy direct from the supplier.
Picture 1: Gadget discount
Video 1: Dumpling wrapping demonstration
Video 2: Dumpling wrapping demonstration
1.3 Method of investigation
An on-site observation was carried out on 15 November at Suntec City Convention Centre. In addition, research was undertaken using sources such as the Internet, the event's website and The Straits Times.
2. Evaluation of the Effective Use of Marketing Mix
The marketing mix consists of eight Ps: Product, Place, Partnership, Promotion, Programming, Packaging & Distribution, People and Price.
2.1 Product
The first 'P' is product. Product refers to the intangible leisure experiences and tangible goods designed to satisfy the needs of the target market.
For 'The Food Safari', the product will be the opportunity to see, taste and experience the different cuisines from the 15 countries under one roof. Consumers also get to learn, exchange and share food experiences through workshops, food demonstrations.
Product can be say to have used effectively. This is the first Asia's Food Safari held and there are lots of intangible leisure experiences like the experience of having different cuisines, seeing the different styles of preparing the foods, live music, food demonstrations and tangible goods (foods, gadgets) being offered under one roof.
2.2 Programming
The next 'P' would be programming. The event manager would need to develop an attractive event program. He also needs to create an intangible 'wow' factor so that it would be able to differentiate a successful event program from others.
'The Food Safari' offers quite an attractive and interesting event programs. There was live demonstrations, different workshops to suit the different interests of the target markets (refer to ) for the details of the workshops), live music and cooking competitions held over 3 days. The organisers make use of every opportunity to let their programs known, for example, placing the timings of the programs at the entrance. The exhibitors of the event also used the timings in between the programs to advertise their products (refer to Picture 2). At any point of the event, there is something to keep the consumers occupied.
Picture 2: The guy with the mike is promoting a Samsung television in between the programs
2.3 Distribution and packaging
The third 'P' would be distribution and packaging. 'The Food Safari' have given coupons to six hotels in Marina Bay and guests can redeem them for free beer at the event. This is quite a good idea as it can create publicity for the event as well as at the same time, attract international tourists.
For Straits Times and Sunday Times reader, they will be given a goodie bag worth $20 when they participate in a workshop. It shows how Sphere Exhibits package their workshops together to attract people signing up the workshops.
2.4 People
The fourth 'P' would be people. Besides the live demonstrations and the workshops, there wasn't any much interactions between the staff and the customers. I guess the exhibitors of the event could introduce more of their product if a consumer seems interested in their products.
2.5 Partnerships
The fifth 'P' is partnership. The organisers of this event, Sphere Exhibits, is wholly owned by The Singapore Press Holdings. Singapore Press Holdings publishes 17 newspapers in four languages. Every day, 2.9 million individuals or 81 percent of people above 15 years old, read one of SPH's news publications. Singapore Press Holdings also operates two entertainment radio stations, Radio 100.3 and Radio 91.3. Singapore Press Holdings also has ventured into outdoor advertising. Therefore, Sphere Exhibits can ensure that the events that is organising will be able to reach its target market efficiently and efficiently.
2.6 Price
The sixth 'P' is price. Although the admission to 'The Food Safari' is free, there are still costs that the consumers incurred, for example, time costs, physical costs and sensory costs.
In terms of time costs, consumers can actually attend Asia Pacific Food Expo which is held from 14-18 November 2008. Consumers also incurred physical costs which is traveling to Suntec City Convention Centre which might be quite a travelling distance for some. Consumers will also definitely incurred sensory costs because of the noises made by the visitors and the exhibitors (when they are trying to promote their product through mic). But 'The Food Safari' had attracted 255,000 people to attend, therefore, I think Sphere Exhibits has adequately positioned the event and communicate its benefits well.
2.7 Place
The seventh 'P' is Place. The location which 'The Food Safari' is being held is quite a good location as there are quite a number of exhibits, shows and events taken place in Suntec City Convention Centre. It is also near to shopping centers and hotels. When consumers are tired from shopping, they can go to Suntec City Convention Centers for the events/shows that are being held over there. Or they can go shopping after they go for 'The Food Safari'.
There are also available ready facilities.
2.8 Promotions
The last 'P' would be promotion. 'The Food Safari' has used advertising, sales promotion. 'The Food Safari' uses radio (FM 100.3, 91.3), television (CableTV) and magazines like SimplyHer to reach its targeted audience. There will also sales promotions going on during the event, for example, a Samsung HDTV with a Home Theatre was selling at $1100 where it normally will costs over $2000. Not only this, home appliances was going at low prices (see Picture 1). I think the promotion mix is quite efficient as the show has attracted 255,000 people while its targeted number was only 150,000.
Picture 1: Gadget discount
3. Tourism roles and economic value of 'The Food Safari'/
The tourism roles of 'The Food Safari' is to attract international tourists and some day bring this food event regional (refer to The Straits Times on 26th October).
The economic value that 'The Food Safari' brings is the economic spillover. Consumers tend to spend money on food, shopping and on 'The Food Safari' itself.
The economic value will also be the business opportunities. For example, business was so good that the Nairobi-born owner, Mr Hezron Nyabola Nyagela, is now thinking of opening an African restaurant. When someone invest money in a business, it will means more revenue for the country.
4. Conclusion
In conclusion, the marketing mix of 'The Food Safari' has been quite effective, attracting around 255,000 people. For a first-time event organised by Sphere Exhibits, being able to attract such a huge number of consumers to attend the event is not an easy task to achieve. They must have spend lots of time researching on the consumers needs and getting their event known through the various components like promotion, packaging & distribution, partnerships.
Promotion mix has been effective in its sales promotion. People tend to buy things if there is discounts going on.
Partnerships and distribution mix has been effective by getting the right partners. Having Singapore Press Holdings as Sphere Exhibits' partner is an advantage as Singapore Press Holdings has publications, media managed by them. Sphere Exhibits is able to tap on these resources.
However, 'The Food Safari' needs to improve on the one of the 8Ps: People. There should be more interactions between the staff and the consumers, for example, they can have a public forum at the venue itself. Staff can also share more information about their products to the customers.
'The Food Safari' should also looks at improving their traffic flow as there are some congestion in some of the areas.
Overall, 'The Food Safari' needs to improve on its shortcomings and continue to tap on its strengths in order to make the next Food Safari a more successful event.
5. References
http://www.sph.com.sg/
http://www.thefoodsafari.com
"Food Safari a big success." (2008, November 23). The Straits Times
"Hunt for treats at The Food Safari; At this food carnival, you can try out cuisines from 15 countries, shop for grub and learn how to cook." (2008, October 26). The Straits Times.
"See them cook; Sunday Times food writers will be holding free demonstrations at The Food Safari." (2008, November 9). The Straits Times
"One stop for nibble, tipple, gadget; Head to Suntec City for food and electronics fair plus exotic drinks" (2008, November 13). The Straits Times
"Festival and Special Event Management" (4th Ed.), Chapter 9: "Marketing Planning for Events" and Chapter 10: "Promotion: Integrated Marketing Communication for Events"
Photos
some of the photos. The rest of photos can be viewed at http://www.facebook.com/album.php?aid=49676&id=737308729&saved
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