Monday, November 24, 2008
Product
Product mix refers to the combination of products and services, whether for free or for sale, that are aimed at the needs of the target market.
The product in this event will be the exhibitions, tours[3], talks[4] and activities[5] that were provided when visitors enter the venues.The main focus of SB2008 is the exhibitions displayed in the different venues by 66 artists and art collectives from more than 35 countries and regions, presenting the best of both Asian and international art practices. The exhibitions play a huge role in this event as the main purpose of the visitors is to come and see the exhibitions.
SB2008 did a good job in managing the product mix because they met the needs of the target market, which are the art lovers and they are not too product-oriented. They also focus on making supplementary products such as guided tours, talks by artists and activities for all ages to cater to the whole market.
Guided and self-guided tours are also part of their product. They offer online audio guide in 2 languages[6] or guided tours at certain venues during scheduled times, especially on weekends. They target many different targets, which include almost everyone.
Hence, the scheduled days are mostly on weekends when there are crowds. They also provide group tours to large groups. I feel that having tours is good as they can guide the visitors instead of them walking aimlessly to look for the exhibits. In addition, not many people can understand the meaning behind the exhibit. With tours, be it guided or self-guided, the visitors can have a better understanding of the exhibits.Talks by various artists participating in the Biennale are also held on different days and timings to let everyone know more about the artists who created the arts. In this way, the artists’ efforts will be recognized by the public, and not only their art work.
Moreover, the activities planned throughout the event such as the Biennale race[7] and school tours. I think the main objective of these activities is to attract more students to view the exhibitions so as to increase their interests in art and nurture future talents in Singapore.I feel that the planners have done a good job in the marketing of the product mix because they covered all aspects of our five senses to allow the public to understand the exhibitions in-depth. They also met the needs and wants of the target market, especially those people who has little knowledge about art.