(MR MELVIN TAN!)
I am currently studying in NORTHBROOKS SEC Temasek Polytechnic, Diploma in Leisure and Resort Management; Year 2
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3. Compare and Contrast of HongKong and Singapore Arts Festivals.
I am going compare both Festivals through the 8 P's principal. Pricing, People, Programme, Packaging, Partnership, Place, Product and Promotion. From there, I evaluate their marketing strategies.
Pricing:
HongKong and Singapore, take away the barrier of exchange rate, according to the standard of living, both countries are similar, thus pricing does not becomes an issue for both cities, but instead the programmes they offered.
Hongkong's ballet ALL BACH Performance Price: $580, $380, $200
"Converted to Singapore dollar price: $108.904, $71.35087, $37.55309"
People:
As statistics shows, that nearly a third of the world’s population speak English as either first or second language, it is the most dominant language in the world, however, HongKong as a country whom 90% of the GDP are service related, only less than 40% of the population speak English as the first or second language whereas Singapore, almost all speak English as first language due to government's educational policy, thus hongkong does not provide tourist with the ease of communication as Singapore, making it less friendly and convenient to visit HongKong's Arts Festival.
Programme:
As for programmes, both cities emphasize greatly on exposure of arts from all over the world while retain a portion of performance for the local talent. In that sense both countries shared same sentiment of having to provide a range of arts from all over the world along with mix of local talent.
Packaging:
For packing, HongKong have limited packages as in special pricing for certain purchases, some even have limited number privileges available, they have to come on a first come first serve basis. But for Singapore, there are clear information of discount giving to certain population that meets their discount criteria like elderly 60 and above, and discount of tickets when bought in bulk, a package deal that the HongKong Theater of Art Festival lacked.
Partnership:
As for partnership, HongKong Arts Festival main web front page only shows 5 partners and sponsors, and for Singapore's Art festivals web, they have a web page dedicated to recognising sponsors and partners in the site http://www.singaporeartsfest.com/sponsor/, showing much more Partner's and Sponsors than HongKong, showing Singapore's Arts festival to be much more well received and recognized by many companies as a way to promote their companies.
Place:
For HongKong, their Arts festival itself, is an separate entity, it is an organization itself, thus they have their own offices and headquarters that could be found on their main website through the link "contact us" but for Singapore, Arts Festival is an event project controlled by the NAC "National Arts Council" they have no base office of their own, thus their office is under the NAC. Thus the event is organized by the NAC, further confirmations can be made at Singapore's Arts Festival main website.
Product:
Both have in common are several links of different art genres, the similarities that both have are Music, Dance and Theatre. Both festival emphasis alot in performance art as products they are selling.
Promotion:
Both have different way of promotion, HongKong heavily emphasis on discount and privilage given through use of Credit card, but for Singapore, the promotion takes from shopping and food and beverage discount, to tour packages special rates.
Conclusion:
Both in my view have different target marketing objects, althought they were similar in the product and programme they are hosting, but economically their objectives are different, HongKong are trying to get more people to signed up for credit cards through promotion and also a way to attract more visitors as HongKong is Known as a financial hub, more people then to pay on credit because of load convienience from cash in a busy metropolitan society in HongKong. While for Singapore, they are trying to promote more business travels and shopping as discounts and special rates were given in these areas.
