Posted at 10.31.2018
Creamfields is a major music festival presented annually at Darebury Real estate in Cheshire, Britain. It is a very popular event which draws in people not only from the united kingdom but from across the world every August lender holiday weekend, for a complete of 2 times. Major graph topping DJs such as David Guetta and Eric Prydz will perform go on lots of levels throughout the two 2 day event. Each year round Creamfields appeals to a large volume of students and young party goers with its living atmosphere and noisy membership music. This record will demonstrate an understanding of marketing concept at Creamfields event.
Definition of Marketing
Marketing as a thought is the procedure of corresponding the wishes, needs and desires of the customer to what the organisation is able to offer. Each company has another purpose and needs to identify its marketplace in order to increase its success. There were a number of different authors who have defined marketing in their own words, however all give a similar explanation with the same overall finish as to what marketing is.
Soloman and Stuart (2003) offer that marketing is 'a management orientation that focuses on identifying and gratifying consumer needs to ensure the organisation's long term profitability. ' An excellent organisation can identify their customers changing needs and desires through constant market research, whilst creating a good product and promoting it effectively. This will mean the organisation can give their customers just what they want and more, resulting in client satisfaction. Kotler (1980) also identifies marketing in a similar way, proclaiming that 'marketing is the individuals activity fond of satisfying individual needs and desires via an exchange process', meaning that customers will never be willing to switch their money for something or service unless they feel they are getting exactly what they are simply spending money on and their needs are being totally satisfied. However Adcock et al defines marketing as 'The right product, in the right place, at the right time, with the right price'. The definition differs from others as it concentrates more on what a company is providing as opposed to the customer. However no description is right or incorrect, simply a difference of opinion.
The needs of a person will regularly change credited to themes and trends in different companies, therefore organisations should be aware of the and keep up up to now with certain requirements of their marketplace. They also needs to be able to distinguish the merchandise or service from the competition by building long-term profitable interactions using their customers and suppliers, whilst retaining client satisfaction and creating customer value.
There are lots of key activities in the marketing process, which an organisation must undertake to be able to market their products and services efficiently and therefore gratify their customers. Marketing involves a whole lot of research, planning, campaign and campaigning which must be conducted by a professional management team or a good manager with good co-ordination ability and the correct skills and knowledge needed. Marketers will need to scan the marketplace environment and look directly at specific factors. Segmentation is also a good way of defining the prospective market which marketers will regularly use. This includes dividing the market into specific organizations to make it easier to tailor marketing strategies to the appropriate customers.
Kotler () talks about how a company's marketing environment 'is made up of the celebrities and forces outside marketing that affect marketing management's ability to develop and maintain successful relationships using its concentrate on customers'. An organisation should have a definite marketing strategy which is centred on the main aim of gratifying their customers by interacting with their needs and desires. However there will be different factors within the marketing environment, both controllable and uncontrollable which will have an effect on the strategy. As the marketing environment is split into two distinct parts, these factors will either come under the macro environment which influences the elements beyond an organisation or the micro environment which affects factors near to the organisation. Relating to Kotler et al (2009) an organization is ornamented by an instantaneous microenvironment of customers, suppliers, distributors, agencies and competitors, and a macroenvironment of major forces impacting on the company such as consumer styles, technological trends, and social, politics and legal causes.
The macroenvironment consists of uncontrollable pushes from beyond a business that cannot be changed. Organizations must accept this environment and adapt to it. Matching to Kotler et al (2009) the most successful companies are the ones who discover and respond profitably to unmet needs and styles.
There are a number of factors within the macroenvironment; these include the four PEST factors:
Political - Regulations, laws and interventions can cause pressure on marketing strategies. Organisation must ensure they are simply being fair with their opponents and customers when promoting their services. Health and safety is a huge concern at Creamfields, organisers must be sure they provide a safe environment for his or her customers whilst adhering firmly to the law. For instance when advertising the event, marketers must emphasize the strict polices regarding alcohol consumption by over 18s only.
Economical - Changes in the economy will have an impact how much an company is able to spend when organising a meeting as well as how much they will probably make from an event. Economic factors like the credit crunch will likely have impacted negatively on an event such as Creamfields as there could have been fewer people ready to invest their money on a luxury like a festival. The business itself may not be able to operate to its full potential anticipated to limited cash being available from sponsors and suppliers.
Socio-Cultural - Organisations must have the ability to offer products and services that impact and also have a positive effect on people's lifestyle. The overall interpersonal changes that take place over a number of years will have an effect on all organisations. Including the recent desire for the surroundings and our impact on it will influence Creamfields as organisers should ensure that the event is regarded as being 'inexperienced'.
Technological - The improvements in technology experienced a positive effect on Creamfields as they have managed to get possible to market the event in several different ways reaching out to a wider audience through the internet, television and mobile phones. Technological advances have also enhanced the clients experience with the creation of services and services such as better audio systems and large television set screens showing the function.
The microenvironment is made up of controllable factors that are close to the business. Unlike the macroenvironment the company will usually own an influence over forces in the microenvironment. Jim Blythe (2008) supports this description by proclaiming that the microenvironment is made up of factors which impact directly on the organisation. Stokes (2002) points out that these factors include suppliers, intermediaries, customers and competition.
Suppliers - Creamfields depends intensely on its suppliers and without them the function could not take place. Everything from the premises in which the event is kept to the suppliers providing the lightweight toilets has to be taken into account. Good associations with suppliers have to be maintained in order to develop better partnerships and for that reason provide the best range of products and services.
Intermediaries - They are the organisations that help out with the process to getting the merchandise or service to the customer. The Echo Industry is one example of the intermediary which provides seat tickets for Creamfields both online and in their pack office. They offer directly with the consumer and regarding to Stokes (2002) play an important marketing role in penetrating the marketplace for a particular product.
Customers - For an organisation to survive they must meet their customers' needs and really really know what their target market want. Creamfields have a marketplace of students and young adolescents that they must specifically concentrate on. Through market research they can identify what their customer is looking for and therefore communicate with them correctly.
Competitors - Most organisations will have challengers. Organisations need to be one step forward by providing something different at their event. They need to have something unique which differentiates them off their competitors whether it's an excellent standard of service or a gimmick or brand that is particular to them. By conducting a varied range of research into their competitors Creamfields may offer another type of experience and develop a reputation in their field that may spread among their marketplace.
Factors effecting the Event
4. 1 Macro Factor - Technological
With the evolution of technology designed within today's population, marketing strategists now have to take into consideration that a high percentage of their marketplace will use multimedia technology on a regular basis. The whole cause of marketing and advertising is to ensure that as many people view the required product as is feasible. Technology including the internet has an often cheap and effective route to display the function. Creamfields most effective advertising mediums are tv and ecommerce and almost all demographic participating in Creamfields will either have or know someone that has regular usage of the internet. Utilising this means of advertising is therefore essential and cost effective.
The real event has had many years of development and weeks of planning to have the ability to involve technology in to the occasion to ensure that the people experience at Creamfields is optimised to its maximum potential. When participating in a live festivity two of the biggest perceptions are experiencing and experiencing, as equipment is increased then these factors are also enhanced to provide an improved experience for the client to take pleasure from.
4. 2 Micro Factor - Suppliers
When arranging such a major event as Creamfields, organizers have no choice but to intensely rely on their suppliers as the event is situated in a remote area where there are no facilities or equipment provided, therefore organizers should find the resources from suppliers. To carry out this they have to have good business connections and a number of connections. Mangers will need to recognize the value of building partnerships using their suppliers as this is one manner in which they will gain a competitive gain as well as making sure they have got quality products because of their event; without these the customer's needs might not be satisfied. Kotler () identifies suppliers as the 'businesses and individuals that provide the resources needed by the business and its rivals to create goods and services'.
There will be competition between suppliers as every organisation would like the best they can get. Creamfields will be contending against other major occurrences and organisations for the best suppliers of music, in their case, the best DJs during the event. However on the other palm other there will also be suppliers fighting with each other, to promote their products and services at the celebration, tending to be appealing to provide the best customer service. For instance catering companies will be in competition with one another to provide their services at Creamfields. The typical will most likely be high as it is a favorite event which offers a great chance of companies to promote and advertise themselves as well as their products and services.
4. 3 Macro Factor - Socio-Cultural
Stokes (2002) talks about that 'if marketing is to experience its full role matching product benefits to customer needs then an understanding of the communal and social environment is essential. ' The demographic structure of world which focuses on the population size, years, location etc is important in defining the backdrop against which any company has to operate. It really is vital that they understand through general market trends, the population and people in it, to whom they want to market their product or service.
The cultural identity of a society is identified by its beliefs, customs and customs passed down through decades, and also by its current tendencies. Marketing strategists have to be aware of changes that will regulate how they need to promote their product. ***Over the last 20 to 30 years there's been a massive go up in children culture and a whole industry has developed which targets teenagers and this is actually a major element in the development of incidents such as Creamfields.