This Presentation Basically Provides Information Regarding Marketing Plan of a event management corp Named A5. It also tries to cover almost all aspect that a company before going for planning must cover
3. INTRODUCTION
A marketing plan is a comprehensive blueprint which outlines an
organization's overall marketing efforts.
4. Executive Summary
The A5 Event Corporation is an event management company
specializing in customers of all levels. A5 Event Corporation works in
many sectors as social events, corporate events or events for nonprofit
organizations. We also provide services on different sectors such as
weddings, sales conferences or fundraisers.
The mission of the A5 Event Management is to provide companies
with the highest level of event planning and management . We exist to
attract and maintain customers. Our services will exceed the
expectations of our customers.
Additionally, even in times of economic downturn, companies still
have product launches and will still need someone to organize these
events. In short, the need for corporate event planning/ hosting
services rarely diminishes, it is a steadily increasing demand that A5
will capitalize on.
5. Business Overview
Event management is the co-ordination, running and planning of all the
people, teams and features that come together to create every kind of
event. The main theme of our corp. will be to deliver services as per the
need of the customers at suitable price range. We basically deal with the
best available alternatives in the market so that together we can make it
large. The main focus of our corp. will be to collaborate and coordinate
with each and every sectors that will be necessary for any event to be of
world class.
Address of Event Management Corp.
Butwal-10, Traffic Chowk
Rupandehi, Nepal
Website : www.afiveevents.com
6. Situation Analysis
A5 is entering their first year of business. Marketing will be
critical to develop sufficient business to achieve profitability.
The company offers high quality event planning on different
areas. The basic market need is for a competent service
provider offering high quality event planning at a price that is
cost effective relative to a company/household trying to plan
the events themselves.
Keys to Success
The keys to success are:
Generate repeat business.
Achieve sufficient market visibility.
Accomplish benchmarked customer service.
7. Market Needs
A5 will be providing its customers with a high quality event
planning service that specializes in all sectors as per the need of
the customers. A5 seeks to fulfill the following benefits that are
important to their customers:
Professionalism- This will be imperative as the service A5 provides
is, in effect, a representation of the customer relationship.
Competitive pricing- The pricing scheme will be competitive to
offer an incentive for the customer to outsource these services.
Customer service- The customer will get the sense that all of their
needs are being met, regardless how small or inconsequential it
may seem.
8. Market Trends
The market trend for event planning and management has been increasing
within the last few years, due to the busy schedules of the people who are
giving focus on their work and just running for money and prestige. Due to
these many reasons the large number of company are essential for planning
and managing all those events as per the need of the people. This industry
space has gotten more competitive for several reasons:
1. Increased demand has increased the number of competitors.
2. With the increase of event planner service providers, there has also
been an emergence of best event planners that only best services regarding
many different kinds of events.
9. SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses
within the company, and describes the opportunities and threats that will
be facing by A5 Event Corp.
Strengths
Superior, specialized service offerings.
Well-trained, enthusiastic employees.
Strong relationships with complementary service providers.
Weaknesses
The focus of the corp. will be on each sectors so it may be difficult to
circulate these things in market.
The difficulty of generating awareness and visibility of the company in its
first few years of operation.
The inability to rapidly scale to meet large, unexpected increases in
demand.
10. SWOT Analysis
Opportunities
A growing market of companies that are outsourcing event
planning activities.
Being one of the first service providers focusing on all the sectors
with appropriate pricing.
Relatively low overhead.
Threats
A slump in the economy that could have a ripple effect on service
providers.
Future competition from existing service providers competing in
different but complimentary market spaces.
The inability to find qualified, high quality employees.
11. Marketing Strategy
A5 will be aggressively courting companies/households to win
future contracts. A5 will offer a superior service at a lower cost
due to specialization. By concentrating on a different areas, A5 will
become proficient at these services and perform the services
better than someone without the same level of expertise.
A5 will increase company visibility through a website, local
Chamber of Commerce networking, and participation in trade
shows. The website will be quite detailed and provide a visitor in-
depth information about the services A5 offers, the corresponding
high level of quality, and the cost savings that can be achieved by
using A5.
12. Marketing Objectives
1. Increase repeat customers by 7% per quarter.
2. Decrease customer acquisition costs by 8% per
year.
3. Generate increased awareness of services offered,
quantified by a 2% quarterly increase of unsolicited
service requests.
Financial Objectives
1.Profitability by year three.
2.Maintain steady, monthly growth.
3. Decrease training and logistics costs.
13. Target Market
A5 is providing services to all type of customers . We will be going after the
"social event market" which is an alternative market niche within the event
planning industry.
The customers will make contracts with A5 to plan and typically host an
event for them according to their need. Corporations will be turning to A5
to plan the events because:
1. It is cost efficient for a third party to plan the event. This is the case
because the third party only does event planning so they can plan and host
the event more efficiently.
2. The company does not have additional people who can be taken away
from their daily jobs, nor time to invest in an infrequent event.
14. Marketing Mix
A5’s marketing mix is comprised of the following approaches to pricing, distribution,
advertising and promotion, and customer service.
Pricing- The pricing scheme will be based on a per project estimate tailored to each
customer.
Distribution- A5's service's can be performed throughout the Rupandehi regional area,
determined by the needs of the customer.
Advertising and Promotion- Several forms of advertising and promotion will be used
including a website, partnerships/ networking with the Chambers of Commerce, and
participation at various tradeshows.
Customer Service- The company goes about the day-to-day operations with the belief
that 100% customer satisfaction is required in order to make the business a success. All
levels of the organization have been taught this and practice it.
15. Financials
As this event management corp. will be focusing on every sectors, the total budgets
essential for the establishing the corp. will be around 10 million. Initial investment will
basically go for advertisement cost and other training which will be essential for the
employees for being perfect in the competitors market.
45%
22%
22%
11%
Sales
Advertisment
Training
Logistics
Other
16. Evaluation and Control
For the evaluation of our business we will measure our
actual task with those of standards. We also evaluate that
our business is going according to our plan or not. There will
be continuous feedback from the customer and take expert
advice too.
Control
1. Revenue- Both monthly as well as annual tracking.
2. Customer satisfaction.
3. Margins- A relative comparison between the services offered.
4. Percentage of new business relative to repeat customers.
17. Contingency Planning
Difficulties and risks:
1. Problems generating visibility.
2. The entry into the Rupandehi market by an overly aggressive
competitor.
Worst case risks may include:
1. Determining that the business cannot support itself on an
ongoing basis.
2. Having to liquidate equipment to cover liabilities.
18. Example
Let’s take the four different companies presented by other groups
are the finest company in the market in recent days.
1. DA BANG PK(HOTEL)
2. KSHITIZ INTERIOR DESIGNING
3. ASUMENT PARK
4. CO-BEAN COFFEE
So, now it will be the responsibility of the A5 event management
corp. to deal with these all the companies for the purpose of
satisfying need of the customers in a single place with the taste of
all these finest companies in an affordable place.
