Event Research Marketing
University of Surrey
Hospitality and Tourism management
Tourism Services Marketing
Market Segmentation on the 2011 Edinburgh Fringe Festival
Student URN 6227683
Date Due Monday 19th of November 2012, 4pm
Student Name ziqi li
No of Words 2978
Topic Chosen Market Segmentation
Word Limit: 3000
Contents
Executive Summary 2
Introduction 3
Market segmentation 3
Event introduction 5
Segmentation analysis 8
Conclusion 11
References 12
Executive Summary
Market segmentation is a useful marketing tool for exploring the classes or categories by which customers can be grouped according to the available information naturally. In this article, I first make an introduction of the importance of market segmentation as well as the often used several types of segmentation. Then choose the 2011 Edinburgh Fringe Festival as an example to apply the market segmentation theory. At last, several conclusions are draw as follows: • First, as the geographic segmentation shows that local residents make up a considerable proportion of festival attendees and often play host to visiting friends and relatives, more advertise on the local residents should be done advance the festival. • Second, as the demographic segmentation shows that the young and middle aged people are the main consumers, so the activities should be planned for the people in this age range. • Third, as the psychographic segmentation show that the visitors may travel around Edinburgh for a couple of days, the potential in promoting the benefits of accommodation within easy commuting distance is also a good business choice. • Forth, as the "positive" market segmentation shows that there may be opportunities here for accommodation deals, room hire for press events or early bird deals before audience members arrive. • Fifth, as the behavioral segmentation shows that visitors are much more likely to return to
Hospitality and Tourism management
Tourism Services Marketing
Market Segmentation on the 2011 Edinburgh Fringe Festival
Student URN 6227683
Date Due Monday 19th of November 2012, 4pm
Student Name ziqi li
No of Words 2978
Topic Chosen Market Segmentation
Word Limit: 3000
Contents
Executive Summary 2
Introduction 3
Market segmentation 3
Event introduction 5
Segmentation analysis 8
Conclusion 11
References 12
Executive Summary
Market segmentation is a useful marketing tool for exploring the classes or categories by which customers can be grouped according to the available information naturally. In this article, I first make an introduction of the importance of market segmentation as well as the often used several types of segmentation. Then choose the 2011 Edinburgh Fringe Festival as an example to apply the market segmentation theory. At last, several conclusions are draw as follows: • First, as the geographic segmentation shows that local residents make up a considerable proportion of festival attendees and often play host to visiting friends and relatives, more advertise on the local residents should be done advance the festival. • Second, as the demographic segmentation shows that the young and middle aged people are the main consumers, so the activities should be planned for the people in this age range. • Third, as the psychographic segmentation show that the visitors may travel around Edinburgh for a couple of days, the potential in promoting the benefits of accommodation within easy commuting distance is also a good business choice. • Forth, as the "positive" market segmentation shows that there may be opportunities here for accommodation deals, room hire for press events or early bird deals before audience members arrive. • Fifth, as the behavioral segmentation shows that visitors are much more likely to return to
References: Hanafizadeh, P. & Mirzazadeh, M. (2011). Visualizing market segmentation using self-organizing maps and Fuzzy Delphi method – ADSL market of a telecommunication company. Expert Systems with Applications, 38(1), 198–205. Kotler, P. (1997). Marketing management. New Jersey: Prentice Hall. Kotler, P. & Keller, K. L. (2006). What is geographic segmentation ' Marketing Management. Prentice Hall, 2006. ISBN 978-0-13-145757-7. MacQueen, J. B. (1967). Some methods for classification and analysis of multivariate observations. In Proceedings of the fifth Berkeley symposium and mathematical statistics and probability, Vol. 1, 281–296. Wendell, R. S. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21, 3–8. The Edinburgh Festival fringe. (2011). Edinburgh festival fringe 2010 programme unveiled. Available at http:// www. edfringe. com/news/ edinburgh- festival- fringe- 2010- programme-unveiled. [Accessed: 2ed November, 2012]. The Edinburgh Festival fringe. (2011). Fringe 2011 Ends on a High Note. Available at http://www.edfringe.com/edfringe.com [Accessed: 2ed November, 2012]. Tall Poppies Scotland . (2010).Festival Visitors to Edinburgh. Available at http:// www. etag.org.uk/ assets/pdfs/ conference/ etag-festival -visitors-to- edinburgh- guide.pdf [Accessed: 2ed November, 2012].