Monday, November 24, 2008
Packaging & Distribution
Packaging and Distribution mix refers to combining elements offered for sale at a single price to form a package and making the event more attractive by lowering costs, maximizing convenience or providing value-added in form of extra features that cannot be obtained otherwise. When selling packages, distribution network becomes important.
An example of packaging will be the Singapore Flyer Special Package[12] for Singapore Biennale. Biennale Pass holders enjoy special rates for the flyer flight when they present their full-price Biennale admission tickets. They also enjoy discounts at various retail and beverage outlets at the Singapore Flyer. These discounts provided will make the event more attractive to the consumers as there are many price benefits.
Another example will be the group tours provided by the event planners, where big groups or schools can apply for guided tours and at special rates if they are the discounted groups. So, this can motivate big groups, especially schools, as students enjoy special rates, to visit the event as there are lesser barriers to entry. Registration is also quick and easy.
They also have discounts such as 30% off admission fees for Passion Card holders and a free short guide, and 20% discount for customers who purchased McCafé meal and a free short guide.
All these discounts are part of packaging, by attracting people who buy McCafé meals and people who have Passion Card to purchase the Biennale Pass for the event, they can increase visitor arrivals. In addition, the complimentary short guide is a value-added feature which is also a benefit for the visitors so that can have more explanation about the exhibits. These advantages will boost both the Biennale and their partners’ business indirectly.I will suggest that they can involve more partner businesses in a larger scale to provide more discounts so as to attract more visitors. They can collaborate with Suntec City Mall to have complimentary collectables when they shop at the mall or free passes when they spend certain amount at the mall.
In all, packaging is important to boost the effect of marketing, but we need good distribution channels to make sure that the packages are brought to the right target markets and achieve the marketing objectives. However, the distribution channels were limited in this case, as mentioned in the Place mix. The event needs more distribution channels so as to attract more visitors to come.