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Tomorrowland Festival

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Ayla Owens

on 5 March 2014

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Transcript of Tomorrowland Festival

Tomorrowland Festival

Consumer Behaviour
"Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."
Tomorrowland
in the Press

These sites provide easy access to information, photograph's and footage of the festival and direct links to ticket purchasing.
About Tomorrowland
What:
Electronic Music Festival
Where:
Boom, Belgium
When:
Late July
Attendance:
360,000 (2014)

Started in 2005 with only 10,000 Attendees



SEGMENTATION
The Decision Making Process
The
Tomorrowland
Decision Making Process
Where is it and how do I get there?
Consumer Variables
"Psychographic Segmentation divides the market into groups based on their social class, lifestyle, and personality characteristics"
Citations
Examstutor.com. 2014. Study Room - Business - Marketing - Analysing the market - Demographic Segmentation. [online] Available at: https://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_psychographic_segmentation.php

Tomorrowland.com. 2014. News. [online] Available at: http://www.tomorrowland.com/home
C
ross
C
ultural
C
onsumer
C
haracterization
4Cs
: Life style classification model, developed by the advertising agency, Young & Rubican.
Market Segmentation
& Positioning

Demographic:
Young Adults 18-27
International Attendees
Socioeconomic:
Middle Class
Marketing Mix:
Fairly Concentrated
Interests:
High Energy Electronic Music
Lifestyle
:
E
xplorer- Energy, autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - Student)
TARGET AUDIENCE
Source: Masterman and Wood (2011) and Stralser (2004)
Either
'
Low Purchase Involvement
'
or
'
High Purchase Involvement
'
in each stage depending on the individual.
The decision making process may be
major
to some individuals and relatively
minor
or insignificant to others.
How much will it cost and how do I safely purchase a ticket?
Is there a cheaper alternative closer to home?

How much can I find out about
Tomorrowland
in the media (online, magazines, newspapers, television) ?
Market Research

market research concerns methods of research and marketing strategies to improve business and make profit.
Source: Examstutor.com. 2014. Study Room - Business - Marketing - Analysing the market - Demographic Segmentation.
A range of social networking sites are used by
Tomorrowland
organisers to attract the consumer

Macro environment analysis
political- six governments
economic- high public debts
technological- infrastructure
environmental-european policy
social- multicultural
Micro economic environment
customers- internal and external
suppliers- outsourcing
stakeholders- identify and manage
distributors- personal relationships
sponsors- beneficial for both parties
SWOT analysis
Competitor Analysis
Strengths
brand image
best employees in the business
best acts in the industry
location
Weaknesses
within a competitive industry
high demand for tickets
over crowding
Opportunities
branding Belgium
nominated for "best festival in the world"
opportunity to grow
Threats
drinking and drugs
rival festivals
new and upcoming festivals
As well as social networking sites to attract consumers
Tomorrowland
uses:
Magazine articles and promotions.
Posters and leaflets.
'Tomorrowland TV'
(filming from set up - live at the festival).
four main competitors
customer reviews
benefits from competitors information
How does Tomorrowland satisfy consumer needs/wants?

-Best Artists from around the world
-Plenty of stages with an incredible attention to detail, offering a lot of alternative
-Dreamville has shops, restaurants, bakeries, a BBQ area and everything you would expect from a festival campsite
-People of Tomorrow, make your mark
-Lakes and paddle boats if you want to relax
-Security
-Hundreds of staff to make the event a memorable experience
-Constantly expanding to accommodate more festival-goers

TomorrowWorld

Where:Chattahoochee Hills, Georgia, USA
When: September 26-27-28
Rational thinking.
Topic: Howard Sheth Model (online) Available at: http://www.scribd.com/doc/22811630/Topic-Howard-Sheth-Model
Business Dictionary
Source: www.scribd.com/doc/22811630/Topic-Howard-Sheth-Model
'Consumer Behaviour' (online) Available at http://www.businessdictionary.com/definition/consumer-buying-behavior.html
Full transcript