Understanding Strategic Marketing Management - Case Study Example

BRISBANE MOTHER’S DAY CLASSIC Name: Course: Tutor: Date: BRISBANE MOTHER’S DAY CLASSIC Table of Contents EXECUTIVE SUMMARY 2 EVENT INFORMATION 3 ASSESSMENT OF THE MARKET ENVIRONMENT 4 Internal Analysis: Strengths Weaknesses 4 External Analysis: Opportunities and Threats 5 SWOT 6 TARGET MARKET 6 OBJECTIVES 7 Overall Event Objective 7 Marketing objectives 7 Marketing Strategies 8 Action Plan 8 MARKETING ORGANIZATION 9 MARKETING BUDGET 9 MONITORING & EVALUATION 10 CONCLUSION 10 APPENDIX 11 EXECUTIVE SUMMARY Brisbane Mother’s Day Classic is an annual event that is held with a resolution of enlightening the masses about breast cancer. However, its primary function is in the solicitation of funds that are used in medical research on cancer. This piece of work seeks to come up with an appropriate event promotional strategy that will be used in the planning and organizing for the event. First, a critical SWOT analysis of the program is established. In this case, strengths, weakness, opportunities and threats are analyzed. In addition, objectives of the programs are stated and the potential marketing strategies identified. The marketing strategy elaborates the process by which the event organizers wish to publicize the event so that maximum attendance is achieved. Furthermore, an approximate budget of the entire promotional process is established (Mother’s Day Classic). EVENT INFORMATION Brisbane Mother’s Day Classic is a regular charity event held in Brisbane City of Australia. It offers an opportunity for individuals, families or friends to take part actively and enjoy fun activities on Mother’s day. It is an event packed with much of entertainment with an objective of raising money to aid in the breast cancer research. In this event, family and friends are urged to avail themselves, stroll through the park, pound the pavement and record their personal best running time, or simply enjoy the exceptional Mother’s day by engaging in the various entertainment activities. Brisbane event entails a 4km and 8 Km walk or run where it will start on Grey Street. The participants will then walk or run along Montague Road and onto Riverside Drive alongside the beautiful Brisbane River. The event culminates at the Cultural Forecourt, the Parklands South Bank. This event is held annually in the month of May. It more or less coincides with the Mother’s day celebration. For this year, it will be held on Sunday 13 May across all main cities and regional areas in Australia. Historically, approximately 80,000 people participate in the event annually with Brisbane accounting for 3,000 to 5,000 of this figure. ASSESSMENT OF THE MARKET ENVIRONMENT Internal Analysis: Strengths Weaknesses Strength Remarkable sponsorship: The event enjoys massive sponsorship from both private and governmental organization. “Me bank” is the main sponsor of the event, hence meeting most of the financial obligations. Other sponsors include the Athletes Foot, Brooks, Ford, Slater & Gordon, South Bank, among others. Moreover, most of the media promotional costs are catered for by the Brisbane media partners such as 9NEWS, 612ABC Brisbane and CITY News. BRISBANE Mother’s Day Classic has an exceptionally strong management team. Majority of the members in managerial team began their carriers in the company and advanced steadily in ranks to occupy managerial positions. The organizer turnover for this event is relatively low with reference to a number of to the other charity organizations in Australia. Therefore, their experience in this field has always been advantageous because they clearly understand organizational strategies and the possible challenges. The event enjoys the marketing and advertising advantages due to its strong brands and large capital base. This event was born out of the initiative of women in the national network and finance industries who have relentlessly funded and organized the event. In addition, the good attributes from the previous participants through the word of mouth have been instrumental in the marketing of the company. As such, the event organizers are able to save a lot of revenue, which could have otherwise been spent in the marketing process (Bradford, 2007). Weakness The greatest weakness facing the organizers of the promotional plan of Brisbane Mother’s Day classic is the collision of this event with that of Trees for Mum event. The two events are happening on the same date (13 May 2012). As such, the Brisbane population will be divided between attending Trees for Mum event, which offers motherless children away to remember their mum and attending the Brisbane Mothers’ Day Classic. External Analysis: Opportunities and Threats Opportunities The event enjoys massive support and good will from the government: Breast cancer is a health condition that has not only attracted the attention of the Brisbane Mother’s Day Classic, but also the attention of the government. As such, this event receives active involvement of representatives from the government. This is in regards to both financial and advisory support. Therefore, the organizers of the event face little, if any legal tussles and financial constraints. This event coincides with the date of Mother’s Day in the calendar. Therefore, the timing means that less of promotional cost will be needed as the date itself marks a momentous universal celebration. The event enjoys goodwill from renowned sports personalities. Australia is known globally to be producing outstanding athletes especially in marathon races. Their participation in the event attracts many people, some of whom just come to have a face-to-face interaction with them. This is advantages to the organizers as it ensures large attendance. Threats Unexpected weather changes may hamper the activities of the day. Since the event happens only in one day, there are chances of heavy downpour or extreme sunshine. This discourages people from taking part in the races and the other activities. SWOT STRENGTHS Remarkable sponsorship Strong management team Marketing and advertising advantages WEAKNESSES Coincides with Trees for Mum event OPPORTUNITIES Support and good will from the government Coincides with the date of Mother’s Day in the calendar Goodwill from renowned sports personalities THREATS Unexpected weather changes TARGET MARKET The Brisbane Mother’s Day Classic targets majorly the female population. Brisbane is a leading city in Australia with a significant number of the female population. Basing on the latest national census statistics, the male to female ratio in this city was found out to be 1 to 3. In addition, basing on the medical records gathered from Brisbane General Hospital and other medical facilities in this city, a reasonable number of female have recorded breast cancer symptoms. The event targets the female gender across all age groups but mostly from twelve years and above. School going children and college students are reached easily through visits in their institutions of learning by the event organizers. Nevertheless, the event not only targets the female gender but also seeks to attract the psychological and financial support of their male counter parts. As such, in the promotional event, focus will also be on the male population (Hopkins, 2004). OBJECTIVES Overall Event Objective The event seeks to fundraise for the scientific research program on breast cancer. Here, the proceeds from the events go the National Breast Cancer Foundation. To bring the community together in an environment that offers support for those women battling with breast cancer and to commemorate also those who have already lost their lives To encourage the community around to participate in fun activities as at the same time increase awareness on breast cancer Marketing objectives Marketing Objective Link to Business Objective 1 To achieve a 10% increase on the participant numbers in 2012 compared to 2011 figures as determined by paid registrations by May 2, 2012. The objective is linked to raise funds because every (adult) participant has to pay $30 registration fee. Also, each participant under above 13 years but below 18 years will pay $15. 2 To increase the percentage of participants wearing Brisbane event T-shirt from 68% in 2011 to 80% in 2012 The objective is linked to raise funds as each T-shirt will retail at $10. Also, the objective will boost the promotional efforts of the event organizers, especially from early purchases. 3 To increase the percentage of male participants in the event from 30% of the total participants in 2011 to 40% of the total participants in 2012. This objective is linked to promoting the idea of family participation in the event. This will increase the number of participants as well the funds raised. Marketing Strategies Link to Marketing Objective Strategy Rationale 1.1 Create of event Website and link it to social media such as Face-book and Tweeter. Book airtime on mass media such as TV and Radio to advertise the event. Use billboards in advertisements. This is to ensure that the information gets to most people as possible within and without the environs of Brisbane. 1.2 Designing & Print pink T-shirts bearing consoling messages Pink is a bright color, which is also attractive. Consoling messages tell the readers on the importance of the event and the need for them to get involved. 1.3 Involve sporting icons in the promotional adverts. This will include personalities from athletic, rugby and football, which are the three most popular sports in Brisbane Most males associate themselves with these sports. Personalities from these sports will lure more male to register and participate in a bid to identify with the icon. Action Plan Strategy Responsibility to Execute J F M A M J J A S O N D 1.1 Creation & management of Website and links to social media Organizing personnel 1 █ █ █ Adverts on mass media Organizing Personnel 2 & 3. █ █ █ Adverts on Billboards Organizing Personnel 2 & 3 █ █ 1.2 Print pink T-shirts bearing consoling messages Organizing Personnel 4 █ █ █ 1.3 Sporting icons in the promotional adverts Organizing Personnel 1 & 2 █ █ MARKETING ORGANIZATION The Brisbane Mother’s Day Classic organization will be moderately successful composed of individuals with high expectations. The committee will be made up of 20 staffs with a good background in medical research, 2 individuals with a background in procurement. In addition, there will be seven personnel trained in customer relations. The team will work hand in hand with other numerous professionals that serve to assist us meet the demands of all customers. A specialist in marketing, who should have served previously in a similar position, will lead the marketing team. With the vast knowledge and skills possessed, he or she will be expected to lead the event organizing team towards accomplishing high levels of registration. MARKETING BUDGET Strategy Action DESCRIPTION AND CALCULATION COST 1.1 Event website development & maintenance 85/hour for 1 hour/month. = $80 x 11 months (Website Maintenance INC, 2011) $880.00 Advertising: Airtime on mass media such as TV and Radio & Advertising on highway billboard Billboard advertisement 6m x 3m (GOA Billboards, 2011) Airtime on TV and Radio (Taken care by event media partners) $1,500.00 $0.00 Event Personnel in charge of publicity I event personnel 20/hr x 2 hours each month x 11 months (Event Promo, 2011 $440.00 1.2 Designing & Print pink T-shirts bearing consoling messages 5000 T-shirts @ $6 $30,000 1.3 Sporting icons in the promotional adverts Voluntary basis $0.00 Total Marketing Expenses $32,820 MONITORING & EVALUATION The monitoring and evaluation of the progress of the objectives will be based on the responses received as regards to registration. This will be both for online and physical registration records. The organizing committee expects that an average range of 80 to 100 people will be registering daily after the commencement of promotional marketing. However, the organizing committee recognizes the fact that the registration will almost be at the peak as the day of the event approaches. The success of each advertising media will be tracked through the usage of questionnaires or online comments. The agents charged with the registration process will be charged with the responsibility of inquiring from the respondents where they first heard the information, or what prompted then to register. The same case applies for online registration, the only difference being that the person registering will be required to select from a list of checkbox on which media influenced them more to register. The information gathered will be used for future marketing procedures. CONCLUSION In general, the basic role of the event organizers will be ensuring that the promotional events are effective in reaching the targeted audience. Funds and resources will be availed in time in order to avoid the last minute rush. In addition, the committee will seek to choose two individuals amongst a list of athletes and musical artists, who will be used to promote the event. The artist will be expected, if possible to compose music that will be used in the marketing of the event. On the other hand, the athletes feature in print media and television adverts in order to bring the essence of sporting events (Mother’s Day Classic). APPENDIX REFERENCES Bradford, J, M. (2007). Mother’s Day Classic organization. Sydney: Apple cross publishers Cravens, D.W. (2002). Strategic marketing management cases. New York, NY: McGraw-Hill/Irwin Hopkins, D.S. (2004). The marketing plan. London: Cengage publishers Mother’s Day Classic. Accessed on 16 March 2012 from http://mothersdayclassic.com.au/ Read More