Definition of a marketing strategy: It is a strategic way of utilizing its minimal amount of resources on the best selected opportunities to achieve competitive advantage.
Hence, in terms of festival marketing, there are a total of 8 P’s to be covered. They are the product, place, partnership, promotion, packaging and distribution, programming, people and price. They are divided into 2 categories, the experiential components and facilitating components.
Comparison between Singapore Arts Festival and Hong Kong Arts Festival in terms of marketing strategy
By comparing Singapore Arts Festival with the 2009 Hong Kong Festival, both festivals have maximized the use of the 8 P’s but on a different approach for some.
