Splendour In The Grass Case Study
A product or service’s position is how the consumer relates, feels or interprets the product or service against your competitors. It is very important to achieve favourability to the product in the consumers mind.
Splendour does not have a positioning statement but it could go along the lines of ‘Splendour – listen, laugh, love, enjoy!’. The reason I have chosen this mix of words is because people listen to the music, enjoy the time they experience at the festival, laugh at the good times they have and hopefully love it so they will return! This statement positions the event as having a fun loving, carefree atmosphere …show more content…
The use of demographic, physcographic and behavioural segments can be used effectively, if used properly. Splendour has used a variety of ways to target the appropriate markets. The most effective are by using brand and artist loyalty. The way they have positioned themselves in the music festival industry is to be seen as the leading winter music festival. This can be supported by the positioning statement.
I believe they have created an effective marketing mix, segmented the audience efficiently and created an overall enjoyable product.
Kallett,C. 2009. Splendour in the Grass moved to Woodford. Available:http://www.brisbanetimes.com.au/entertainment/splendour-in-the-grass-moved-to-woodford-20091125-jpcz.html (accessed 13th September 2011)
Cooper,N. 2010. $350 Splendour tickets to go fast.
Available: http://www.sunshinecoastdaily.com.au/story/2010/04/16/350-splendour-in-the-grass-tickets-to-go-fast/ (accessed 13th September 2011)
Kotler, P., Adam, S., Denize, S.,Armstrong, G. 2009. Principles of Marketing, 4th ed, Pearsons Education Australia, Frenchs Forest, NSW.
Splendour in the Grass,