1. Introduction
The objective of this report to evaluate how the Mega Car Show, FULL THROTTLE MocCarnival adopted the various components of the marketing mix to bring effectiveness to the event.
Secondly, it is to evaluate whether FULL THROTTLE MocCarnival contributes to tourism and economic values.
FULL THROTTLE MocCarnival is organised by MOCCA (MediaCorp Online Communities and Classified Advertising.) http://mocca.com is a website which allows users to market their products to a wide and targeted audience. Thus, MOCCA organised FULL THROTTLE MocCarnival for car enthusiasts and buyers to come together for a common purpose. For the passion of motors.
2. Evaluation of the Effective Use of Marketing Mix
The Marketing Mix consists of the 8 Ps. Let us see how FULL THROTTLE MocCarnival made good use of the marketing mix. . .
Place
The venue of FULL THROTTLE MocCarnival is held at Kallang Stadium, carpark G. It can be easily reached by taking a train to Kallang MRT Station, and take bus 11 to Carpark G. Right in front of Kallang Leisure Mall. I would say it's a very attractive location to be at as people going to Kallang Leisure Mall will be curious about what event is going on at the carpark.
Another area in which FULL THROTTLE MocCarnival made good use of the venue is transforming a bus interchange area which is no longer in use, for the motor shows like car drifting, bike stunts, K1 Karting. Below is a pic of the bus interchange area used for motor shows.
Product
Apart from the FHM girls, I believe the cars are the main attractions for the public. FULL THROTTLE MocCarnival displayed cars ranging from Lamborghini to Suzuki. Below are some pictures of some breathtaking cars.
Red Bull Mini Cooper
FULL THROTTLE MocCarnival Themed Car
Volkswagen GTI
Packaging
Mediacorp displayed some packaging efforts to the public. Below are some of them . . .
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Plus! Receive a complimentary Shaw cinema movie pass when you buy a copy of 8 DAYS or i-Weekly at the FULL THROTTLE MocCarnival!
Subscribe to 8 DAYS or i-Weekly and pick your choice of free gift worth up to S$129!
FHM Exclusives
Exclusively at FULL THROTTLE MocCarnival - Buy a copy of FHM on-site and, receive a free FHM toiletries bag and L'Oreal Paris Hydra Energetic Booster worth S$50. Whilst stocks last.
Subscribe to FHM and get 14 issues for the price of 12, plus a free Fragrance worth over S$100.
Programming
FULL THROTTLE MocCarnival has plenty of exciting activities. Below is the list of activities,
Wipe Down for Charity with Christopher Lee and the FHM Race Queens!
Sit back and relax as the sexy FHM race queens and MediaCorp artiste, Christopher Lee, wipe your windscreens squeaky clean!
Plus get a photo opportunity with them. Minimum S$5. (No change will be given as all proceeds will be donated to Rainbow Centre.)
Sponsored by:
Tattoo My Ride
6 lucky car owners who drive their vehicles down to the FULL THROTTLE MocCarnival stand to win a free car styling and on-site car-sticker makeover package.
Car Stunts Demonstrations & Bike Stunts Demonstrations
Catch the daredevil professional bikers as they go Full Throttle!
Be treated to hi-octane action with car stunts performed by motor sports professionals!!
K1 Karting
Experience the adrenalin rush and race these mini speed demons.
Minimum S$5. (No change will be given as all proceeds will go to Rainbow Centre.)
Sponsored by:
Partnership
The partners for FULL THROTTLE MocCarnival consists of:
Promotion
There are a few booths with promotional efforts. Below are some pics and info:
Team Singapore@World Cup 2010
Support local television channels.
FHM Singapore Magazine Booth
People
Since FULL THROTTLE MocCarnival is organised by Mocca, the public can contact the event organisers via the website's "contact us" column, http://mocca.com/contact-us.
Price
Admission is free! While cars have attractive deals, rates are cheaper than usual.
I feel that the event organisers used the marketing mix very well, areas like sponsorships provide goodie bags and buying FHM magazines come with gifts fully utilised the promotional and packaging efforts.
However, the "people" under Marketing Mix can be improved. From my observations, there isn't any booth or tent the public can go to for enquires. There is only a lucky draw registration booth which is crowded with people. What if someone gets hurt and requires a first aid kit, will there be anyone nearby to help out? If the first aid kit is located at the lucky draw registration booth, will there be anyone free and available to help out?
Thus, I suggest that there should be a tent or booth specifically to meet the public's enquires and safety measures.
3. Discuss the tourism roles and economic value of the festival/event
From my observations, there weren't any tourists at the event. The website of the event did not show any liase with any tourism groups. I believe the main aim of the event is to showcase the variety of motor and also promote Mediacorp and Mocca. Therefore, tourism involvement is not significant to the organisers.
Since there isn't any tourism involvement, there won't be any economic contributions to the country. Most of the money collected from the activities of the event are donated to Rainbow Centre as charity.
4. Conclusion
I feel that the event organisers used the marketing mix very well, areas like sponsorships companies provide goodie bags and buying FHM magazines come with gifts, fully utilised the promotional and packaging efforts. Also, the advertisement of this event was advertised on television and broadcasted through radio to attract people's attention.
The most impressive area of the event will be the transformation of a bus interchange area, which is no longer in use, to a motor-show area or a mini K1 Kart race circuit.
And last but not least, Mocca is smart to locate this event right in front of one of their official partners, Kallang Leisure Mall. This will bring the public to the mall after the event or just for a break in the air-conditioned place after some duration under the sun.
GOODBYE!!!
References:
http://classifieds.mocca.com/moccarnival
http://mocca.com/about-us
http://mocca.com/contact-us
