Introduction
The Singapore Slingers, which were known as the pride of the lion city was the first South-East Asian based club that started in year 2006. Since started, they have been playing in the National Basketball League (NBL) and only until July 2008; they withdrew out from NBL and started hosting teams in the region for season 2008/09. During the days in NBL, Singapore Slingers were said to have under-perform as they were not able to fight against other Australian teams. With their return to the home ground, they aimed to promote the regional basketball teams and career. To start off this season, the Singapore Slingers are up for challenge in the Singapore Challenge Series, held in Singapore Indoor Stadium. Through this event, the Singapore Slingers will face challengers from all over the region, who shares the same aim, the basket.
This report will feature the adoption of various event marketing mix by the Singapore Challenge Series and the evaluation of the effectiveness of these components being used by the team and the organisers. Apart from that, this report will also discuss about the role of this event to Singapore and whether it had contributed to Singapore tourism economy. The methodology of this research is by making a field trip on 4th November 2008, Singapore Slingers competing against Malaysia (All Star).
The Singapore Slingers, which were known as the pride of the lion city was the first South-East Asian based club that started in year 2006. Since started, they have been playing in the National Basketball League (NBL) and only until July 2008; they withdrew out from NBL and started hosting teams in the region for season 2008/09. During the days in NBL, Singapore Slingers were said to have under-perform as they were not able to fight against other Australian teams. With their return to the home ground, they aimed to promote the regional basketball teams and career. To start off this season, the Singapore Slingers are up for challenge in the Singapore Challenge Series, held in Singapore Indoor Stadium. Through this event, the Singapore Slingers will face challengers from all over the region, who shares the same aim, the basket.
This report will feature the adoption of various event marketing mix by the Singapore Challenge Series and the evaluation of the effectiveness of these components being used by the team and the organisers. Apart from that, this report will also discuss about the role of this event to Singapore and whether it had contributed to Singapore tourism economy. The methodology of this research is by making a field trip on 4th November 2008, Singapore Slingers competing against Malaysia (All Star).
Marketing Mix used in the event
The set of marketing mix that one marketer should know is namely, event product experience, programming, packaging, place, physical setting, on-set process, people, price, partnership and integrated marketing communication. However, Singapore Challenge Series may not fully utilize all this marketing mix. This part of the report will discuss about the marketing mix which the event made use of and the evaluation of it.
Event Product Experience
As name of the event suggested, the core service and benefits of this event is to watch a basketball match, live, in Singapore Indoor Stadium. As included, the tangible (expected) product will be the seating, access to the venue and F&B kiosk available in the stadium. However, the augmented product for this event, which differentiates this sport event from some other sport events in Singapore, is the chance to get close to their favourite player in the team at the end of the match. Card with the players’ information and autograph corner was given out at the entrance of the venue for fans to take and get their autograph signed on at the end of the match.
In this marketing mix, it pretty much ensures that the audiences’ interests are compatible towards the basketball. This product also engages the audiences in the several activities during the time-out and also the autograph session in the end.
Place
The place of this event is at Singapore Indoor Stadium, located near Kallang. Its location is off the main road and less than 3 buses will service within this loop. This thus post inconvenience to the audience who do not own their own transport and wanted to attend this event.
The place where consumers purchase their tickets can be easily obtained through internet booking from a ticketing agency, http://www.sistic.com.sg/. This enables the consumer to obtain the tickets at a faster speed and at consumer’s ease. In my case, I booked the ticket just a day before the event, and it could be done at ease and with my desired seating.
The set of marketing mix that one marketer should know is namely, event product experience, programming, packaging, place, physical setting, on-set process, people, price, partnership and integrated marketing communication. However, Singapore Challenge Series may not fully utilize all this marketing mix. This part of the report will discuss about the marketing mix which the event made use of and the evaluation of it.
Event Product Experience
As name of the event suggested, the core service and benefits of this event is to watch a basketball match, live, in Singapore Indoor Stadium. As included, the tangible (expected) product will be the seating, access to the venue and F&B kiosk available in the stadium. However, the augmented product for this event, which differentiates this sport event from some other sport events in Singapore, is the chance to get close to their favourite player in the team at the end of the match. Card with the players’ information and autograph corner was given out at the entrance of the venue for fans to take and get their autograph signed on at the end of the match.
In this marketing mix, it pretty much ensures that the audiences’ interests are compatible towards the basketball. This product also engages the audiences in the several activities during the time-out and also the autograph session in the end.
Place
The place of this event is at Singapore Indoor Stadium, located near Kallang. Its location is off the main road and less than 3 buses will service within this loop. This thus post inconvenience to the audience who do not own their own transport and wanted to attend this event.
The place where consumers purchase their tickets can be easily obtained through internet booking from a ticketing agency, http://www.sistic.com.sg/. This enables the consumer to obtain the tickets at a faster speed and at consumer’s ease. In my case, I booked the ticket just a day before the event, and it could be done at ease and with my desired seating.
Physical Setting
The design of the venue gave an idea of a normal sports stadium, instead of a basketball match. No decorations were done apart from a basketball court in the middle of the hall.
Ambience is one of the key factors that most consumers will take note of as they are constantly exposed to the “feel” while watching the game. In this case, the physical setting is not one key element that marketer paid attention to.
On-site Process
The evaluation of place starts from the entrance of the building where security checks are. Process of the security check is fast and consumers will then gain access to the main hall of the event. Upon reaching the door of the hall, ushers are able to provide assistance in giving direction to our seats. Thus this on-site process and gave a positive start of the entire event.
The design of the venue gave an idea of a normal sports stadium, instead of a basketball match. No decorations were done apart from a basketball court in the middle of the hall.
Ambience is one of the key factors that most consumers will take note of as they are constantly exposed to the “feel” while watching the game. In this case, the physical setting is not one key element that marketer paid attention to.
On-site Process
The evaluation of place starts from the entrance of the building where security checks are. Process of the security check is fast and consumers will then gain access to the main hall of the event. Upon reaching the door of the hall, ushers are able to provide assistance in giving direction to our seats. Thus this on-site process and gave a positive start of the entire event.
Partnership
Several Sponsors of the event were made visible on the websites, flyers and at the venue of the event. One of the main sponsors is Brewerkz. At the event, staffs of Brewerkz can be seen giving out their beers to the spectators in the corporate area, nearest to the court. In collaboration with the event, the consumers had the privilege to enjoy Brewerkz beer at 50% discount on the day of the match when we present our match ticket. This partner really made a right choice as Brewerkz is just next door to Singapore Indoor Stadium!
And also, SLINGHD is the official broadcaster of this event, which I will talk more about it in the next part of the report.
To conclude, the marketers of this event not only have interest of welfare of this event and the official sponsors, they event put the consumers in mind when they travel to the venue and support the event. Discounts on beers are available for the audience after a basketball match; it’s a good thought being put into use.
Integrated Marketing Communication
No website was set up for the event though this event spread over a period of a few months. However, it is incorporated into the Singapore Slingers’ website, who was the main team of this event. Information provided on the website is shared with other commitment of the team. Apart from the website, other advertising of this event is done via the website of the venue which is the Singapore Indoor Stadium, through their newsletter and their schedule. Public can also be updated of this event through the newsletter and website of the ticketing agency, Sistic.
Several Sponsors of the event were made visible on the websites, flyers and at the venue of the event. One of the main sponsors is Brewerkz. At the event, staffs of Brewerkz can be seen giving out their beers to the spectators in the corporate area, nearest to the court. In collaboration with the event, the consumers had the privilege to enjoy Brewerkz beer at 50% discount on the day of the match when we present our match ticket. This partner really made a right choice as Brewerkz is just next door to Singapore Indoor Stadium!
And also, SLINGHD is the official broadcaster of this event, which I will talk more about it in the next part of the report.
To conclude, the marketers of this event not only have interest of welfare of this event and the official sponsors, they event put the consumers in mind when they travel to the venue and support the event. Discounts on beers are available for the audience after a basketball match; it’s a good thought being put into use.
Integrated Marketing Communication
No website was set up for the event though this event spread over a period of a few months. However, it is incorporated into the Singapore Slingers’ website, who was the main team of this event. Information provided on the website is shared with other commitment of the team. Apart from the website, other advertising of this event is done via the website of the venue which is the Singapore Indoor Stadium, through their newsletter and their schedule. Public can also be updated of this event through the newsletter and website of the ticketing agency, Sistic.
Media partnership is also one way adopted by the event to advertise to the market. SLINGHD is the official broadcaster of this event. Arguably, this media may not reach out to their targeted market. SLINGHD can only be accessed by households which subscript to mio TV and is on subscription base. In consequence, consumers may not be updated or even make known to the targeted market through this media.
This marketing mix may not be put in good use in terms of how the marketers try to promote to the potential market. Definitely, attendance at the event was reflected by how low profile the marketing communication is put into use.
People
This marketing mix constitutes a big part of the event experience. The event attendees, as one group, had helped to shape the event experience. They had brought other attendees into the mood of the game by cheering for their favourite team or jeering at the opponent team.
Apart from the event attendees, ushers of the events had also helped to shape this event experience. Bad experience (for me) had surface and affected the positive experience at a relatively low extent. Being hospitable, dealing with the consumers’ problem positively and carrying a smile is what most consumers would expect. However in my case, the usher (event crew), upon being questioned by my doubts, had appeared not willing to help me. The expression on his face and the tone from his reply had created that negative experience of the event. Though it is just part of the event experience, but it had become the rotten apple amongst a basket of fresh apples, may not be of use but it may be a potential threat to other apples.
This marketing mix definitely varies from each individual, and is definitely not within the control of the marketers. The limit that they can go is to attract the correct group of audience. It may be a good experience for other individual; however, mine will vary from theirs just in a bit.
Price
Singapore Challenge Series uses market-oriented strategy for part of their pricing strategy. This event had a total of 10 games playing in a period of 4 months, however, consumers can choose from a series of price range and style of ticketing they are interested in. Consumers have a choice to buy season ticket which means that one ticket can gain access to all the 10 games. Consumers who are a great fan of this event can save a sum when organisers use this pricing strategy.
Consumers also have the choice to choose their seating and the area of the stadium as different area of sits has different prices attached to them. On top of that, students have the privilege to obtain the ticket at a lower price than the adult price. For example, the price an adult would pay for the premium seats are S$16. As a student, I could get the ticket for premium seats at S$12.
This strategy adopted had successfully attracted the younger generation to attend this event. As proven, many of the attendees present were groups of student who chose to sit at the premium seats or areas nearer to the court.
This marketing mix may not be put in good use in terms of how the marketers try to promote to the potential market. Definitely, attendance at the event was reflected by how low profile the marketing communication is put into use.
People
This marketing mix constitutes a big part of the event experience. The event attendees, as one group, had helped to shape the event experience. They had brought other attendees into the mood of the game by cheering for their favourite team or jeering at the opponent team.
Apart from the event attendees, ushers of the events had also helped to shape this event experience. Bad experience (for me) had surface and affected the positive experience at a relatively low extent. Being hospitable, dealing with the consumers’ problem positively and carrying a smile is what most consumers would expect. However in my case, the usher (event crew), upon being questioned by my doubts, had appeared not willing to help me. The expression on his face and the tone from his reply had created that negative experience of the event. Though it is just part of the event experience, but it had become the rotten apple amongst a basket of fresh apples, may not be of use but it may be a potential threat to other apples.
This marketing mix definitely varies from each individual, and is definitely not within the control of the marketers. The limit that they can go is to attract the correct group of audience. It may be a good experience for other individual; however, mine will vary from theirs just in a bit.
Price
Singapore Challenge Series uses market-oriented strategy for part of their pricing strategy. This event had a total of 10 games playing in a period of 4 months, however, consumers can choose from a series of price range and style of ticketing they are interested in. Consumers have a choice to buy season ticket which means that one ticket can gain access to all the 10 games. Consumers who are a great fan of this event can save a sum when organisers use this pricing strategy.
Consumers also have the choice to choose their seating and the area of the stadium as different area of sits has different prices attached to them. On top of that, students have the privilege to obtain the ticket at a lower price than the adult price. For example, the price an adult would pay for the premium seats are S$16. As a student, I could get the ticket for premium seats at S$12.
This strategy adopted had successfully attracted the younger generation to attend this event. As proven, many of the attendees present were groups of student who chose to sit at the premium seats or areas nearer to the court.
Programming
The programming of this event was well coordinated and every bit of the event time was utilized. For example, during the time-out period, cheerleaders came out and did some performance and they even gave out miniature basketball and made several audiences fighting for it (including me). Apart from that, there were games for chosen audience and to win some prices sponsored by the sponsors such at Brewerkz with their $50 vouchers. Another activity was the “kiss camera” where the camera man will target at some couples in the stadium and put them on the main screen, then other audience witnesses them kissing with sound effects done by the crews.
This was carried out efficiently as all the time of this event was fully utilized and had made the money worth on spending on this event.
Marketing Mix to its advantage
The marketing mix is used to market the event to the public and also to make the experience a positive one. In contradiction, the on-site related marketing mix was towards the advantage side except that the public awareness related marketing mix was not fully optimised. There were poor publicity and information did not manage to reach a bigger group of the target market. Many of the community were not updated and know about this event which results in poor attendance of the event.
The programming of this event was well coordinated and every bit of the event time was utilized. For example, during the time-out period, cheerleaders came out and did some performance and they even gave out miniature basketball and made several audiences fighting for it (including me). Apart from that, there were games for chosen audience and to win some prices sponsored by the sponsors such at Brewerkz with their $50 vouchers. Another activity was the “kiss camera” where the camera man will target at some couples in the stadium and put them on the main screen, then other audience witnesses them kissing with sound effects done by the crews.
This was carried out efficiently as all the time of this event was fully utilized and had made the money worth on spending on this event.
Marketing Mix to its advantage
The marketing mix is used to market the event to the public and also to make the experience a positive one. In contradiction, the on-site related marketing mix was towards the advantage side except that the public awareness related marketing mix was not fully optimised. There were poor publicity and information did not manage to reach a bigger group of the target market. Many of the community were not updated and know about this event which results in poor attendance of the event.
Improvement to be made
This part of the report will discuss about what are the improvement that on personal thought, i think will be beneficial to the event.
Integrated Marketing Communication
Under this marketing mix, I think that more publicity can be made. Singapore Slingers is the main team and organiser of Singapore Challenge Series, and they are the first Singapore’s professional basketball team formed. Thus, the marketers should advertise the team more often in the newspaper or local media whereby public do not need to subscribe to. News of the team can also be posted onto the newspapers where the public get most of their information from such as Today and the newpaper. Under such publicity, locals may head on to the stadium to support the local basketball team
People
Though this part is not directly under the control of the organisers, however, amendment can be made in terms of the ushers’ attire and attitude to the consumers. Ushers of this event are dressed very formally, which are in clash with the theme of this event. An example will be, ushers of F1 are dressed very casually in Bermudas and Tee-shirt. This factor may, indirectly affect the mood of the consumer. In addition, ushers of the company can be made to attend courses on hospitality and services, and accept comments given by the consumers to further improve their services. This marketing mix is relatively important as consumers tend to be exposed to people in the event more than they are involve with the event itself. To improve the event experience, one can start from people as the marketing mix.
Physical Setting
As evaluated previously, the physical setting of the event have not reach the standard of what most of the consumers expected. Thus, marketers should look into investing a sum to decorate the place to provide a sporting feel since this 10-game event will be holding at the same location.
Tourism roles and economic value
Singapore Slingers may be formed by several foreign talents and the competing teams are from other countries. However, the scale of this event has not reach the level of attracting crowds from other countries. Unlike NBL and NBA, which attracted fans of basketball from all over the world to the stadium, Singapore Challenge Series had barely reached the level of attracting their local fans. Upon arriving at the stadium, it was barely half filled with spectators. According to a business perspective, the show was running at a loss, with the amount of spectators barely reached its breakeven point. The furthest this event could go, is to attract the nationals of the competing team who reside in Singapore to the game.
Therefore, this event can be said that it barely holds any tourism roles and the amount of economic benefits it brings to Singapore is relatively low for now. However, there might be potential for this event to bring in economic values in the future. One cannot deny that tourism and economic values is inseparable. With every tourist coming in, is a potential profit gain from him. The following points will talk about how this event will bring about more profit in the future in long run.
Foreign Talent
Every Singaporean knows that Singapore is lacking of local talents in sports industry. No doubts that Singapore Slingers constitutes of famous players in the basketball scene such as Eric Sandrin from America, a once hall of fame player in NBL 2000. Singapore Slingers had just started their Asian Basketball career this season and had been doing a good job in getting the basket, defeating several teams from other part of Asia during the Singapore Challenge Series. As the team continues to get such favourable result and continues to publicise themselves to the world, it will gain attention of companies who sponsor sporting teams. Though it may seem to be in a long run, but such sponsorships definitely promote to the growth economically.
Sponsoring of the team or players may result in them doing endorsement for certain brands. This creates a series of effects in terms of benefitting the company, the team and Singapore. I shall do a simple illustration of this point. An example will be if, Nike decides to sponsor Singapore Slingers by providing them with their jerseys and shoes, in turn, players are required to take on advertisement for Nike. Under this circumstances, the company benefited in the way that, it will make known to the public through advertisement done by the Slingers. Singapore slingers have also benefited from the advertisement as they had successfully publicise to the public and may in turn attract more crowds to their game in Singapore. Singapore received the last gain in the economic terms when tourists come to Singapore for their match.
Under this situation, this event does have tourism roles and brings in economic values, however, only in long run.
Singapore Slingers may be formed by several foreign talents and the competing teams are from other countries. However, the scale of this event has not reach the level of attracting crowds from other countries. Unlike NBL and NBA, which attracted fans of basketball from all over the world to the stadium, Singapore Challenge Series had barely reached the level of attracting their local fans. Upon arriving at the stadium, it was barely half filled with spectators. According to a business perspective, the show was running at a loss, with the amount of spectators barely reached its breakeven point. The furthest this event could go, is to attract the nationals of the competing team who reside in Singapore to the game.
Therefore, this event can be said that it barely holds any tourism roles and the amount of economic benefits it brings to Singapore is relatively low for now. However, there might be potential for this event to bring in economic values in the future. One cannot deny that tourism and economic values is inseparable. With every tourist coming in, is a potential profit gain from him. The following points will talk about how this event will bring about more profit in the future in long run.
Foreign Talent
Every Singaporean knows that Singapore is lacking of local talents in sports industry. No doubts that Singapore Slingers constitutes of famous players in the basketball scene such as Eric Sandrin from America, a once hall of fame player in NBL 2000. Singapore Slingers had just started their Asian Basketball career this season and had been doing a good job in getting the basket, defeating several teams from other part of Asia during the Singapore Challenge Series. As the team continues to get such favourable result and continues to publicise themselves to the world, it will gain attention of companies who sponsor sporting teams. Though it may seem to be in a long run, but such sponsorships definitely promote to the growth economically.
Sponsoring of the team or players may result in them doing endorsement for certain brands. This creates a series of effects in terms of benefitting the company, the team and Singapore. I shall do a simple illustration of this point. An example will be if, Nike decides to sponsor Singapore Slingers by providing them with their jerseys and shoes, in turn, players are required to take on advertisement for Nike. Under this circumstances, the company benefited in the way that, it will make known to the public through advertisement done by the Slingers. Singapore slingers have also benefited from the advertisement as they had successfully publicise to the public and may in turn attract more crowds to their game in Singapore. Singapore received the last gain in the economic terms when tourists come to Singapore for their match.
Under this situation, this event does have tourism roles and brings in economic values, however, only in long run.
Philippines Basketball Association (PBA)
With initial plan of 10 games in the Singapore Challenge Series, it had extended to 11 games, a double-headed match on 30th November which was confirmed on the 4th November 2008. This addition match is set to create Singapore’s basketball history and it will definitely be a recognisable contribution to the tourism roles and Singapore’s economic by the Singapore Challenge Series. 7000 seats were sold on the first day of sales, out of the 10700 seats that Singapore Indoor Stadium can accommodate.
The amount of seats sold on the first day was of very good result as compared to the amount of seats sold for the previous games of Singapore Challenge Series. This last minute decision can be deemed as the result of the effort marketers had put in to market basketball scene in Singapore to the world. Though it was not reflected on the day when I went for the match, but this upcoming PBA match seemed to be set to mend out all the losses this event made in the past few games.
Philippine is known for their madness for basketball and with that, one can foresee that this particular game will bring in crowds of Philippine-national people into Singapore, just to witness this spectacular game. In consequence, this event has contributed to the economic values of Singapore and set as a target for tourists to enter Singapore.
2010 sport hub
The PBA game of this event had made Singapore’s plan to be a sport hub nearer and more attainable. This is evident from the following extract:
“This event on the 30th is of a grand scale, after 10 years and several attempts, it is finally happening now. We are here to ensure the success of Singapore’s plans as a sports hub” said sports philanthropist Paul Monozca, Chairman of the Board of Trustees of the Monozca Foundation.
With initial plan of 10 games in the Singapore Challenge Series, it had extended to 11 games, a double-headed match on 30th November which was confirmed on the 4th November 2008. This addition match is set to create Singapore’s basketball history and it will definitely be a recognisable contribution to the tourism roles and Singapore’s economic by the Singapore Challenge Series. 7000 seats were sold on the first day of sales, out of the 10700 seats that Singapore Indoor Stadium can accommodate.
The amount of seats sold on the first day was of very good result as compared to the amount of seats sold for the previous games of Singapore Challenge Series. This last minute decision can be deemed as the result of the effort marketers had put in to market basketball scene in Singapore to the world. Though it was not reflected on the day when I went for the match, but this upcoming PBA match seemed to be set to mend out all the losses this event made in the past few games.
Philippine is known for their madness for basketball and with that, one can foresee that this particular game will bring in crowds of Philippine-national people into Singapore, just to witness this spectacular game. In consequence, this event has contributed to the economic values of Singapore and set as a target for tourists to enter Singapore.
2010 sport hub
The PBA game of this event had made Singapore’s plan to be a sport hub nearer and more attainable. This is evident from the following extract:
“This event on the 30th is of a grand scale, after 10 years and several attempts, it is finally happening now. We are here to ensure the success of Singapore’s plans as a sports hub” said sports philanthropist Paul Monozca, Chairman of the Board of Trustees of the Monozca Foundation.
With Singapore’s plan of being a sport hub, Singapore Challenge Series has set the starting point for Singapore, which is a considerable big achievement one independent organisation could accomplish. Viewing on long term, this event can be judge as the origin of the success of sports hub 2010. This has indirectly contributed to the tourism roles and economic values.
Conclusion
To conclude of this report, I shall highlight the key points of my judgement. The event product experience was a positive one and able to provide a unique experience as compared to other similar event. The event had done a good job in programming and able to make full use of the time that audiences spent at the event itself. The location however was located somewhere inconvenient for audience who doesn’t own their own transport, especially the students who made up of the majority of the crowd.
Physical setting of the event still have rooms for improvement whereby organisers can put in more effort is decorating the place to create the atmosphere of a basketball match since the location will be used for this 10-games event.
The on-site process had created a positive experience of this event for most of the audience.
The people in terms of other attendees had positively brought up the atmosphere of the game however the working personnel had affected the overall wonderful experience slightly.
This event offers a wide range of ticketing price for different age group and individuals who represents different interest. By adopting this strategy, this allow different group of consumers to have different privileges.
Sponsors of this event had also play a part in promoting this event through discounts when people attend the event. Apart from that, Brewerkz also did their part in promoting Singapore Slingers by framing up their jersey and display it in their restaurant.
The final marketing mix is the integrated marketing communication. Though this event has partnership with a media, but this media could barely reach out to sufficient targeted market. As a result, most of the targeted market are not inform or updated about the event.
On the whole, this event can gain their fruit of success only in the long run, which can be represented by their upcoming game on 30th November. This is reflected by the continuous effort put in the marketing mix. Most of the components of the marketing mix have receive positive feedbacks and able to pull through the passing mark. I would conclude that the marketing mix deployed is effective however; there are still room for perfection.
To conclude of this report, I shall highlight the key points of my judgement. The event product experience was a positive one and able to provide a unique experience as compared to other similar event. The event had done a good job in programming and able to make full use of the time that audiences spent at the event itself. The location however was located somewhere inconvenient for audience who doesn’t own their own transport, especially the students who made up of the majority of the crowd.
Physical setting of the event still have rooms for improvement whereby organisers can put in more effort is decorating the place to create the atmosphere of a basketball match since the location will be used for this 10-games event.
The on-site process had created a positive experience of this event for most of the audience.
The people in terms of other attendees had positively brought up the atmosphere of the game however the working personnel had affected the overall wonderful experience slightly.
This event offers a wide range of ticketing price for different age group and individuals who represents different interest. By adopting this strategy, this allow different group of consumers to have different privileges.
Sponsors of this event had also play a part in promoting this event through discounts when people attend the event. Apart from that, Brewerkz also did their part in promoting Singapore Slingers by framing up their jersey and display it in their restaurant.
The final marketing mix is the integrated marketing communication. Though this event has partnership with a media, but this media could barely reach out to sufficient targeted market. As a result, most of the targeted market are not inform or updated about the event.
On the whole, this event can gain their fruit of success only in the long run, which can be represented by their upcoming game on 30th November. This is reflected by the continuous effort put in the marketing mix. Most of the components of the marketing mix have receive positive feedbacks and able to pull through the passing mark. I would conclude that the marketing mix deployed is effective however; there are still room for perfection.