Background
This year Asia Beer Asia 2009 was held at Singapore, just beside Singapore Flyer. The beers were sold at a price of $3 onwards, depending on the type of beers chosen. Main purpose of this event is for people of different countries to taste and purchase a great variety of 100 types of beers from various brewers or manufacturers, mostly from the traditional countries such as Mexico, Switzerland, and Belgium etc. People who are attracted to this event would most probably be Beer lovers.
Marketing Strategy
It is important to market the event well so as to allow the event to be successful. With the help of 8Ps, it allows the organizer to focus on the main areas. 8Ps are divided into two components: Experiential and Facilitating components.
Experiential Components
1. Product
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Beer Festival Asia
It is what the customers need, want and willing to pay for. Festivals as service product experiences, it must contain three elements which is the core product, tangible product and augmented product.
Core product is what the customers are really buying, i.e customers are buying different kind of beers and the atmosphere where all beer lovers come together to enjoy and taste 100 over beers.
Tangible product is something customers can see, feel and touch. For example, the venue, seating and food at Beer Fest Asia.
Augmented product is additional features that differentiate itself from its competitors such as live band with different bands from all over the world coming to perform.
Process innovations – Beer Fest Asia 2009 uses the internet to market its product. Tickets are sold online at different prices and are then collected at the entrance of the event. Tickets can also be bought through online. These add to consumer benefits by simplifying the buying process and effort. This will be elaborated again under point 2, place.
Product (event) line extensions – With Beer Fest Asia 2009 held in Singapore just behind Singapore Flyer on the Formula 1 (F1) Tracks, it allows people to know where F1 is held at and see where the tracks are. This might create more visitors to come to Singapore during the F1 in September.
Oktoberfest in Munich
In contrast, Oktoberfest sells germany beers. They are mainly Augustiner, Hacker, Hofbäu, Loweubräu and Paulaner, Spaten.
2. Place
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Beer Festival Asia
Beer Fest Asia 2009 is located at one of Singapore’s main attraction, Singapore Flyer. Beer Fest is just behind it, which is on the F1 Tracks. This creates more customers when visitors visit Singapore Flyer and wish to join Beer Fest as it is convenient. It is also easy for people to travel there by different means of transportation: bus, train, taxi and even free shuttle bus. This can add on to the wonderful experience received by customers. With it located beside Singapore River, it can add on to an event’s sense of occasion with music and beer in the night.
Car park located beside Singapore Flyer is big enough to accommodate to the crowd coming to Beer Fest Asia. Toilets are available near the exhibition which is easy to access. As the stage is located in the middle of the exhibition, it can be viewed at any angle. Seats were set facing the stage for a good view and there are also seats available outside the tent for those who want a quieter place to drink and chat under the sky.
Besides, outdoor LCD screen is placed near the entrance for people to see what is going on inside the tent and shows numerous sponsors of Beer Fest Asia 2009. In addition, there is an exit and/ or re-entry gate at the side of the area. This can prevent congestions if both in and out exit are located beside each other. It can also enhance security and prevent uninvited guests.
Oktoberfest in Munich
Oktoberfest is located at Munich, Germany, the Schottenhamel tent with 10,000 seats. There are numerous tents which each tent of different themes and activities. It ranges from food to entertainment. There are no parking facilities and the attendees have to travel down by public transport.
3. Programming
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Beer Festival Asia
Programming an event is important as it reflects whether the organizer did a good job in fixing everything right, from the availability of desired performers to costs involved and many other aspects needed to consider: The artistic, entertainment, educational etc that differentiates itself from its competitors. For programming success, four elements are needed.
The need for a distinguishing core concept in the program
Beer Fest Asia 2009 is presented to allow beer lovers especially, to taste different kind of beers from all over the world at a cheaper rate. It is also to gather beer lovers to enjoy and drink together under one roof.
The need to marry the event program with its physical environment
As mentioned earlier, it is located beside Singapore Flyer and Singapore River. It can create a wonderful place for music and scenery in the night.
The role and operational approach of the artistic director or producer
Selecting event participants such as the performers is important so that the desired bands can help the event to attract more customers. Such band that was invited at Beer Fest Asia 2009 are Vertical Horizon (USA) and Hell’s Belles (USA).
Established criteria for program content
The performers at Beer Fest Asia are mostly rock bands who can sing, play guitars and drums etc. These can create a lively ambience where viewers get involve singing together. This is compatible to the theme of this festival.
Beer Fest Asia programmed its activities mostly at night where working adults are free from work and wish to relax themselves. Therefore live bands were held in the night. It has more bands performing during weekends and public holiday as compared to weekdays.
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Oktoberfest in Munich
For Oktoberfest, they have several programs starting from Day 1 Grand Entry of the Oktoberfest Landlords and breweries, Oktoberfest Costume and Riflemen's Parade, Traditional Oktoberfest and Memorial Service, Open-Air Concert of the Oktoberfest Bands, 114 Years of the Crossbowmen’s
Regional Competition at the Oktoberfest, Oktoberfest Competition of the Bavarian Association of Amateur Marksmen for Air Gun and Air Pistol. They also have music played during the event at different tents with different brands.
4. People
Beer Festival Asia
People include event staff, customers, volunteers etc who interacts with each other and these serves as an experience received by visitors which shapes their total experience.
Oktoberfest in Munich
Similar to Beer Fest Asia, it also provide job opportunities for those who wish to work for Oktoberfest.
Facilitating components
1. Partnerships
Beer Festival Asia
Beer Fest Asia partner with several companies such as Citibank so as to enhance the whole event by giving discounts to consumers. One example: 15% discount for Early Bird and At-the-Door tickets for Citibank Platinum card members.
Oktoberfest in Munich
No partnerships.
2. Promotion
Beer Festival Asia
Beer Fest Asia uses the internet search machine as distributing medium to advertise. It also sales promotion such as using Citibank Credit Card to receive discounted price at the retail or food and beverage outlets at Singapore Flyer or nearby shopping malls like Marina Square.
Oktoberfest in Munich
This event’s merchandise such as souvenirs are available online. Besides, special weekend train ticket to Munich is also available. This can attract and encourage more visitors to use public transport.
3. Packaging and distribution
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Beer Festival Asia
Different types of ticket categories are available. Early Bird, Student Concession, at the door, hospitality as well as bulk ticket sales are some of the examples. Another category would be the Vertical Horizon Concert Day tickets. For example, VH Hospitality ticket includes a free ride at Singapore Flyer, with food and beer voucher as well as reserved seats. As Citibank sponsored the event, those customers who paid by their credit card were given discount.
Tickets can be purchase through online, hotline and event ticketing area at The Arts House. Tickets are distributed at the entrance during the event if it is booked online, through hotline or through ticketing agent at The Art House. This can ease consumers’ purchase process through reduced queuing time and facilitate the crowd. Also, ticket revenue which comes from buyer’s credit card can facilitates security and ease of collection. With an up to date technology, it established Beer Fest Asia brand too. Other than that, it also reduces consumers’ fee as Beer Fest Asia has already paid merchant fee to the credit card company.
Selling tickets via ticketing agent has advantages as ticket sales can be monitored and data collected can use to be a guide decisions on the level of marketing communication expenditure needed to attract targeted visitor market 1.
Oktoberfest in Munich
It packages hotel room, welcome hostess, food and beverage, information material about Munich with a reserved seating ticket at a special price. It also has travel insurance which attendees from overseas can buy when they travel to Oktoberfest.
4. Price
Beer Festival Asia
Price ranges with different categories mentioned above. Early bird prices and student concession (S$12) are cheaper so as to attract minimum number of people. Price of beers is also cheaper as customers have already paid for the entrance fees. Beer Fest Currency are priced a dollar each and each bundle is up to $10 per booklet. Pricing is important so as to project quality as well as it must be affordable for customers.
Oktoberfest in Munich
Price of each ticket cost. Beer token are used which can then be exchanged for beer in the respective tents. One litre of beer, will cost between 8,30 € and 8,60 €.
Best Practices
The best practice for Beer Fest Asia is its product as it offers a wide range of beers all over the world with price as low as S$3. However, Oktoberfest only provides beer that is produced by its own country. With a range of different beers available, it provides an opportunity for the attendees to taste without going to the country personally. Even though both events are similar in most areas, Beer Fest Asia differentiates itself through:
Waiters/waitress
There are waiters for certain brands of beer such as Singha. This can facilitate the crowd as well as it project quality (value for money). These waiters or waitress can also help to promote their beer.
Tonic available
Beer girls were walking around selling small bottles of tonic which is called Snappe. It is a kind of tonic to mix with beers that strengthen one’s resistance to get drunk.
Ventilation
Cooling air fans are located at different areas. This made the area cooling and not stuffy. With it located beside Singapore River, it helps to facilitate the air around the tents where it is filled with people who drink and tend to get warm.
On the other hand, Oktoberfest is better in terms of Programming and Promotion as it has more entertainment programs and activities than Beer Fest Asia. Different tents held different music, games, food etc every day. However, Beer Fest only has few bands coming here on certain dates. It might probably due to the different in size of both events and the capital available. Oktoberfest is better in promotion as it already started promoting the event and souvenirs are collecting orders since last year. But Beerfest only started close to the event dates without any souvenirs.
Stakeholders
Host Organization
Ublues Group and Timbre Music are the host organization.
Host community
This section consists of Singapore Flyer, Singapore Tourism Board, Singapore Exhibition and Convention Bureau, Australia Government – Australian Trade commission. They are organization involved in this event which helped direct or indirectly.
Participants and Spectators
They are people like me who went there to taste beer and also to enjoy the activities such as music band that was held in the night.
Co-workers
The co workers are people who helped out during the event. They can be people at the ticketing counter, entrance or at the booths that sell beer and food etc.
Media
Website like hungygowhere.com, Newspapers and magazines such as Straits Time, Life!, Business Times, FHM, Timeout Singapore.
Sponsors
They are people who provides cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property. Sponsors of this beer festival are: Citibank, Absolute Vodka, Singapore Flyer, Grand Park, Time out Singapore, FHM, Timbre Music, B-YOND, Power 98 FM, Hungrygowhere.com, D.A.S, NLX Event Services, BMC (Musical Instrument Partner), CSP (Technical Partner), LOWE refrigeration, Food and Beverage Logistics (Freight Forwarder), Bio-Air (Ventilation Partner), Uniquely Singapore.
Tourism Benefits
Political benefits
1. Social Cohesion
With different people from all parts of the world coming to Beer festival, it creates social cohesion as people gathered together to taste and drink.
2. Foreign Exchange
As the number of visitors increase, there will be an increase in foreign exchange as they need Singapore Currency to spend.
Social and cultural benefits
1. As mention earlier, with people around the world gather together, culture exchange would occur. They will be sharing their culture, values, customs, ideas and attitudes with each other indirectly. From here, it will broaden people’s cultural horizon and expose to a different learning experience.
Tourism and economic benefits
1. Tourism revenue
Tourism revenue is received from the money earned when tourists came to Singapore to stay for a day or two to attend beer festival and visit the local attractions in the day before the event starts in the evening. Tax revenue received increases when tourists paid for airport tax.
2. Business opportunities
When events or festivals are held, it showcases their expertise on how they organize these events. This creates opportunities for host communities to attract investors from overseas or local who came for Beer Festival.
3. Creation of jobs
As events and festivals are rather huge in size, it requires a large number of helpers so as to run it successfully. Such as beer girls for certain brands like Singha.
Experts might be required to handle important responsibilities such as providing the right information on beers to consumers.
Overall, it is a great experience to attend this Beerfest and get to feel how is it like. I would probably look forward in attending other festivals in future.
