Urb an Be at z C ol lect ive Presenter: Sujan Dhamala International University Vienna,Austria [email_address]

Agenda Introduction SWOT Analysis Marketing Mix Sensitivity Analysis Conclusion

Introduction

SWOT Analysis

Marketing Mix

Sensitivity Analysis

Conclusion

Introduction Party is a symbol of pleasure and amusement. Trends change and Music Artist are the one who act on behalf of bringing pleasure. Whole youth is getting crazy about E-music and Hip-Hop As the partying trend grow the entry fees have reach its peak. Entry Fees: Clubbing 20 euros, Big events 50 and VIP tickets 90 euros. The idea is using the best sponsors and bringing the most famous Music Artists. - Introduction Mission SWOT Marketing mix Conclusion

Party is a symbol of pleasure and amusement.

Trends change and Music Artist are the one who act on behalf of bringing pleasure.

Whole youth is getting crazy about E-music and Hip-Hop

As the partying trend grow the entry fees have reach its peak.

Entry Fees: Clubbing 20 euros, Big events 50 and VIP tickets 90 euros.

The idea is using the best sponsors and bringing the most famous Music Artists.

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Mission and Tasks As you would expect we have a passion for parties of all sizes with diverse stars and music. This passion will be reflected in our work and afterwards we will be extremely proud of all the events we are involved with, because, we have the skills and services to deliver . Tasks: (booking Musical Artists, flights, hotel rooms; searching sponsors; renting clubs; hiring private security com.; arranging police permits, hiring go-go dancers; selecting people; preparing marketing campaign, taking care of the budget, collecting the money from the sales, preparing the documents for the government and paying taxes).

As you would expect we have a passion for parties of all sizes with diverse stars and music. This passion will be reflected in our work and afterwards we will be extremely proud of all the events we are involved with, because, we have the skills and services to deliver .

SWOT Analysis STRENTGTHS Unique Artists To Perform two kinds of music in one night Experience in organizing events Contacts with managers of famous Dj ’s (distinctive competency) Skills in finding sponsors Excellent financial planning Following low-cost operation (core competence) Low entrance fee Clear strategic direction Introduction Mission SWOT Marketing mix Conclusion

STRENTGTHS

Unique Artists To Perform two kinds of music in one night

Experience in organizing events

Contacts with managers of famous Dj ’s (distinctive competency)

Skills in finding sponsors

Excellent financial planning

Following low-cost operation (core competence)

Low entrance fee

Clear strategic direction

Weakness Weak Brand image and reputation. Short on financial resources for starting the business but we hope to get help from our supervisors. Opportunities Sharply rising fans to the electronic and Rn’B clubbing industry Partnership with clubs Facebook.com Expanding our parties to festivals Introduction Mission SWOT Marketing mix Conclusion

Weak Brand image and reputation.

Short on financial resources for starting the business but we hope to get help from our supervisors.

Opportunities

Sharply rising fans to the electronic and Rn’B clubbing industry

Partnership with clubs

Facebook.com

Expanding our parties to festivals

Competition Urban Beats Stargate Group Garden Club Passage Phoenix Financial situation 1 3.0 3.0 2.5 1.5 Brand Recognition 1 2.5 3.5 3.0 1 Creativity 3 2 2.5 2.0 3.0 Connections 4 2.5 2.5 2 2 Promotion 4 3 3 2 2 TOTAL 3.25 3.25 3.6 2.9 2.4

Marketing Strategy Objectives: 1st year we are aiming to gather people for one event at Gasometer (6000 max capacity) and for two events at Palais Ausberg (5000 max. capacity) 2nd year same as 1st year plus 2 small partys just for being in touch with our target 3th year adding a festival donau insel (30 000 max capacity) 4th year adding a festival to the ski centers (15 000 max capacity)

Objectives:

1st year we are aiming to gather people for one event at Gasometer (6000 max capacity) and for two events at Palais Ausberg (5000 max. capacity)

2nd year same as 1st year plus 2 small partys just for being in touch with our target

3th year adding a festival donau insel (30 000 max capacity)

4th year adding a festival to the ski centers (15 000 max capacity)

Target markets Primary target is middle to uper class young folks who are fans of Electronic and Hip-Hop music and want to listen to their favorite artists performing live. Age (18 +) mostly students of high schools and colleges in Vienna. Our Secondary target are young tourists and all party people around Vienna.

Primary target is middle to uper class young folks who are fans of Electronic and Hip-Hop music and want to listen to their favorite artists performing live. Age (18 +) mostly students of high schools and colleges in Vienna. Our Secondary target are young tourists and all party people around Vienna.

Positioning Using Party Differentiation, we are positioning the dual-genre of music with most famous artists Building an image or identity in the minds of our target market. ( When the name PARTY is mentioned the target should immediately associate to our brand name) Web page (forum) evaluating Dj’s and events on the relevant characteristic. Determining the target’s preferences

Using Party Differentiation, we are positioning the dual-genre of music with most famous artists

Building an image or identity in the minds of our target market. ( When the name PARTY is mentioned the target should immediately associate to our brand name)

Web page (forum) evaluating Dj’s and events on the relevant characteristic.

Determining the target’s preferences

Marketing Mix Product & services

Product & services

Pricing Market Penetration Pricing strategy to get as many customers as we can get Discounts of 20 percent only for those who buy ticket before the event Entrance fee 10 euro each We expect to rise our prices as we build trustworthiness through youth Introduction Mission SWOT Marketing mix Conclusion

Market Penetration Pricing strategy to get as many customers as we can get

Discounts of 20 percent only for those who buy ticket before the event

Entrance fee 10 euro each

We expect to rise our prices as we build trustworthiness through youth

For the first year of our operation, our message will be just to let our customers know about our event. Posters and pamphlets on universities -Word of mouth -Dealing Flyers and Posters front of other disco/clubs In the second year, our purpose will be also to promote brand image, so we will use other mass media as well like Advertisement on Radio, TV commercials and ads’ on newspapers We can use also PR because we bring stars in the artistic city of Vienna Promotion U r b an Be at z C ol le c t ive

For the first year of our operation, our message will be just to let our customers know about our event.

Posters and pamphlets on universities

-Word of mouth

-Dealing Flyers and Posters front of other disco/clubs

In the second year, our purpose will be also to promote brand image, so we will use other mass media as well like

Advertisement on Radio, TV commercials and ads’ on newspapers

We can use also PR because we bring stars in the artistic city of Vienna

Place Easy accessible A night life area Parking Place Decoration of the Building (Lights, red carpet) Introduction Mission SWOT Marketing mix Conclusion Location???

Easy accessible

A night life area

Parking Place

Decoration of the Building

(Lights, red carpet)

Personnel At the beginning, we will have 15 personnel, all from different high schools and colleges in Vienna Sales people will be youngsters but should maintain various characteristics for success like passionate, enthusiastic, responsible for their results, relationship with customers and showing value. Our personnel will work mainly on commission basis like 5 euro per hour plus 10 percent commission on the sales value of the ticket. Introduction Mission SWOT Marketing mix Conclusion

At the beginning, we will have 15 personnel, all from different high schools and colleges in Vienna

Sales people will be youngsters but should maintain various characteristics for success like passionate, enthusiastic, responsible for their results, relationship with customers and showing value.

Our personnel will work mainly on commission basis like 5 euro per hour plus 10 percent commission on the sales value of the ticket.

We will try to get sponsors to advertise their products on our flyer, billboards, pamphlets or even in the event. The sponsors will be interested because we will sell their drinks at the party like eg. Red Bull Corner, Beer Corner etc. Financial analysis Our funds collection are mainly from sponsors and selling the tickets .

We will try to get sponsors

to advertise their products

on our flyer, billboards, pamphlets or even in the event.

The sponsors will be interested

because we will sell their drinks

at the party like eg. Red Bull Corner,

Beer Corner etc.

Plan for the 4 year period, Decisions and Analysis: 1 st year 3 party all in the same size 2 nd year 3 middle size and 3 small 3 rd year open air festivals (risky) 4 th year, since we are hoping to succeed in the fourth year we will organize the same festival which will slowly become tradition every summer on the most famous summer places in Austria and a smaller open air festival in the woods next to the most famous ski centers. Costs - Artists are paid in advance 10 to 30 thousand, the others get compensation after the party Interest rate in the market is 7.23%.

How to Find Sponsorship? Planing: sell the right package of benefits to the right people at the right time of year for the right price! Targeting the Ideal person within the right company. Telephoning: great tool to introduce and arrange meeting. Writing a sales letter that sell Squeeze every opportunity from meeting no second chance. Create a deal closing proposal: Written proposals that pick up on all the issues from meetings and handle them cleverly Maximizing Value, (so that you can justify the price) Contracting: It is imperative that you take responsibility for pushing the contract stage through - lawyers can be terribly slow and uncooperative. Maintaining and Maximizing the Relationship (to keep your sponsor for as long as possible:

Planing: sell the right package of benefits to the right people at the right time of year for the right price!

Targeting the Ideal person within the right company.

Telephoning: great tool to introduce and arrange meeting.

Writing a sales letter that sell

Squeeze every opportunity from meeting no second chance.

Create a deal closing proposal: Written proposals that pick up on all the issues from meetings and handle them cleverly

Maximizing Value, (so that you can justify the price)

Contracting: It is imperative that you take responsibility for pushing the contract stage through - lawyers can be terribly slow and uncooperative.

Maintaining and Maximizing the Relationship (to keep your sponsor for as long as possible:

We will try to hire on rent everything like lighting system, musical instruments if needed, sound system, furniture etc. So we don’t need to buy and spend big amount of money on that but after 4 th year, we will start to buy things that we need to buy. Cost of Operation

We will try to hire on rent everything like lighting system, musical instruments if needed, sound system, furniture etc. So we don’t need to buy and spend big amount of money on that but after 4 th year, we will start to buy things that we need to buy.

Best-case analysis Selling the maximum number of tickets acording to the maximum capacity of the clubs and the open spaces . ROI =29.21%

Selling the maximum number of tickets acording to the maximum capacity of the clubs and the open spaces .

ROI =29.21%

Realistic scenario 65% - 75% from the maximum are present. For 65% ROI= 16.98% (we will still generate enough money to repay the loan by the bank and we will have a nice profit) For 75% ROI=17.83% return

65% - 75% from the maximum are present.

For 65% ROI= 16.98% (we will still generate enough money to repay the loan by the bank and we will have a nice profit)

For 75% ROI=17.83% return

Worst-case scenario 35% - 50% of the maximum capacity of the people come to party. In this case we will be loosing 19.78% which is not acceptable “profit” if we want to stay clean and repay the debt to the bank.

35% - 50% of the maximum capacity of the people come to party.

In this case we will be loosing 19.78% which is not acceptable “profit” if we want to stay clean and repay the debt to the bank.

Conclusion According to our assessment, experience and acquaintance with the audience the realistic case scenario that we prepared is an over realistic scenario which is to 100% reachable. And 16.98% of return is a very nice figure for us since we won’t go about earning a fortune from this project. But for us in this age today most important will be the fun to do something aside from our current jobs. Where we and our friends will enjoy most. Introduction Mission SWOT Marketing mix Conclusion

According to our assessment, experience and acquaintance with the audience the realistic case scenario that we prepared is an over realistic scenario which is to 100% reachable. And 16.98% of return is a very nice figure for us since we won’t go about earning a fortune from this project. But for us in this age today most important will be the fun to do something aside from our current jobs. Where we and our friends will enjoy most.

Thank You