Product:
A
product is anything that can be offered to a market for attention, acquisition,
use or consumption that might satisfy a want or a need.
The core
product is what the buyer is really buying and that every product is a package
of problem-solving services even though it is often intangible. The core
product in this case is the entertainment that incorporates arts.
It is
also necessary to include in the facilitating products where it must be present
for the guest to use the core products. Some facilitating products available at
the festival includes information and ticketing
booth, food and beverage(F&B) outlet like the Cold Stone Creamery, other
facilities like the stage and tents. These are the products that will bring in
the entertainment and arts to the visitors.
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| Where Cold Stone Creamery is located |
There
were also augmented products which include accessibility, customer
participation and interaction as well as the ambience like the lightings. SAF is located at the Esplanade Park thus, it is
accessible for the visitors to come because of the nearest public transport;
MRT circle line (Esplanade and Marina Bay). There was also visitors’
participation where during the Bridge Cafe Project Programme started, the
dancers will bring the visitors in to join them in the dance. Hence it creates
a very friendly, fun and enjoyable moment. Also, there are other surrounding
buildings and places where the visitors can go to after or before the festival
starts. And this includes the Marina Bay and the Esplanade Theatre.
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| The lightings that create the magical ambience. |
Place:
The
place looks into the distribution of the event products and how they are sold
to visitors which means how the program tickets are being sold. The tickets
were available through SISTIC where customers can either purchase them in
shopping centres or online. SAF also made use of the technology and media like
Facebook, Twitter, Youtube and iPhone apps to create awareness and promote the
event.
Partnership:
SAF principal
partner for 2012 is The Singapore Tourism Board (STB) and the premier sponsors
are Singapore Totalisator Board, OCBC Cards and the Singapore Turf Club. There are
also many other major sponsors and partners like Lee Foundation, SMRT media,
National Library Board, Kitchen Language and many more. These sponsors have
done such a great help to the event and it would be nothing without them.
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| Ads at the MRT platform |
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| Ads supported by SMRT in the MRT itself |
Programming
The performances
involved more than 500 artists and groups from Singapore as well as International
Friends where the festival showcased both local and international acts, as well
as collaborations and performances beyond that of Traditional Performances. There
was a wide range of activities that started off in the mid of the day all the
way till night time thus making visitors to have a choice of activities throughout
their day.
Price:
The
Festival Village presents a mix of ticketed and free with fun filled activities
and over 300 free performances for every one of all age groups. Other than the performances
and the ticketed prices, there are also other prices that were involve like
F&B. The Cold Stone Creamery sells the ice cream at about less than $10.
There was a little competition for ice-cream because there was the ice-cream
man with his motorbike that sells ice-cream at around $1 to $1.50. Well, people
can choose the either the higher quality or the cheaper one. Either way, both
the queue was very long. These
were the places where the event earns their revenue from. Other revenues also came
from the flea as well as The Bridge Cafe Project.
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