Strategic Marketing Planning: ‘Food, Fun and Fest’

The project is related to developing marketing strategic planning for promoting an event which is ‘Food, Fun and Fest’ at the college. The project aims at suggesting proper marketing mix strategies for launching the event ‘Food, Fun and Fest’ and retain the target audiences towards the program through different promotional strategies. The first of the project is related to the purpose of marketing research and study of consumer behaviour through which it is possible to acknowledge the trend of the event and personal preferences ad needs of the target audience who are the students of the college. Here, the prevent will be arranged at the college ground and the major focus is to attract the audience through promoting the events. The second part focuses on developing marketing mix strategy for promoting the event ‘Food, Fun and Fest’ through developing product, prices, places and promotion. Providing quality services to the students, setting affordable price of attending the event, placing the program with safety and security of the students as well as different promotional strategies are helpful in this regard to launch the program and make it successful. The third part aims at discussing the above and below the line promotion where the organisation can develop different strategies for promoting the event ‘Food, Fun and Fest’ such as social media marketing, email marketing and sponsorship. The last part of the project discusses the importance of pricing in attracting the students so that it is possible to make the event ‘Food, Fun and Fest’ successful.

Introduction

Marketing strategic planning is important for the organisation to promote the products and services at the market so that it is possible to attract the audiences and run the business operational activities strategically (Chernev, 2018). Through this project, it is possible to promote the new event ‘Food, Fun and Fest’ at the college so that it is posisbel to retain the students towards the services provided by the organisation.

The event is about providing good food, having fun and fest through different activities at the college ground. the target market of the festival is the students of the college who can take active part and have fun by attending the new event ‘Food, Fun and Fest’.

In order to develop effective marketing, mix strategic planning, it is necessary to conduct efficient marketing research in order to understand the market trend and acknowledge the demand of the customers in the market. Gaining the understanding about the market, identifying the customer’s base in the market, reducing risk and uncertainty, supporting the marketing planning, providing effective marketing decision and gaining understanding about the needs and preferences of the customers ate the major aims for which the organisation focuses on conducting effective marketing research so that it is posisbel to promote ‘Food, Fun and Fest’ at the college.

The research reveals that the target market is mainly the college students where through promotional activities, the organisation can retain the huge numbers of students in the college towards the new event ‘Food, Fun and Fest’. Observation and survey the students are the major technique through which it is posisbel to acknowledge the needs and preferences of the students. As per the information collected through surveying the students of the college, it can be revealed that, the students prefer singing and dancing program in their fest as well as fun loving activities such as singing and dancing competition and others so that they can take active part in the program. Addition to these, it is revealed that, the students like quality food both vegetarian and non-vegetarian foods where they can taste new variety of foods at the college.

The marketing mix strategy include the factors such as price, product, place and promotion so that the organisation can promote the products or the services to the target audiences. Developing the strategic planning for promoting the products and services includes providing quality products at effective price as well as placing the services at the target market and promote it through developing promotional activities so that the audience can access the event ‘Food, Fun and Fest’.

Product	In order to develop proper product that will match the needs and preferences of the student, the organisation needs to maintain the quality of food so that the students can have the healthy and tasty food safely. It is necessary for the organisation to maintain product diversity by presenting a huge variety of food proacts that meets the expectations of the students where the students can enjoy the variety of food as per their taste and preferences. As per the fun-loving services, the college ground needs to be decorated nicely to attract the students for the new event ‘Food, Fun and Fest’. Safety at the college ground, security needs to be managed by providing security guard and CCTV cameras.
Price	Price is necessary to be managed by the organisation to promote the event ‘Food, Fun and Fest’ where the organisation needs to set affordable price so that the student can avail the event.
Place	Choosing attractive place with safety and security is necessary and in this regard the college ground is the best place to promote the event ‘Food, Fun and Fest’, where the students can attend the program and have fun.
Promotion	Promotion is necessary to share information about the event ‘Food, Fun and Fest’ with the students and in this regard providing banners on the college ground and email marketing is effective to let the students know about the event.

The promotional activities are necessary to increase visibility of the event ‘Food, Fun and Fest’ so that it is possible to attract the students towards the program. Above the line promotion includes social media advertisement, television, radio and newspaper advertisement and below the line promotion includes direct email, promotion and sponsorship (Jamal, Griffin, and Raj, 2018). In order to promote the event ‘Food, Fun and Fest’, it is necessary to concentrate on social media advertisement where the organisation needs to develop proper content and pictures of the event and upload it on Facebook, YouTube and Instagram where it is possible to attract the students. Additionally, it is necessary to follow below the line promotion by email marketing where the organisation sends direct email to the students for welcoming them in this evet. Apart from that, sponsorship with reputed restaurant in the locality is also effective to promote the event among the students.

In order to promote the event ‘Food, Fun and Fest’, it is necessary to develop pricing strategy of budget range rather than luxury range so that the students can afford the price of the program and take active part by contributing in the event. this is a promotional event and budget range attract more student towards the program which makes the program successfully.

Conclusion

Developing marketing strategy through providing quality services to the students at affordable price as well as placing the event at the college ground and promoting it through direct email marketing, social media advertising and sponsorship is effective to make the event ‘Food, Fun and Fest’ successfully and retain the students by delivering quality food and fun activities according to their taste and preferences.

Reference List

• Capriello, A., 2018. the Strategic Management of events for Destination Marketing. In Tourism Planning and Destination Marketing (pp. 221-237). London: Emerald Publishing Limited.
• Chernev, A., 2018. Strategic marketing management. London: Cerebellum Press.
• Jamal, A., Griffin, K. and Raj, R., 2018. Islamic Tourism: Management of Travel Destinations. London: CABI.