Transcript
8/18/2019 Event marketing and promotion- SASA
1/18
Business Administration Discipline
Assignment for
Event Marketing & Management
A Hospitality Event for Sa Sa
Anniversary Dinner
Emily Yiu
8/18/2019 Event marketing and promotion- SASA
2/18
Executive Summary
Sa Sa International Holdings Limited ("Sa Sa") is a leading cosmetics
retailing group in Asia since 1978. Being one of the largest sole agents
in cosmetics in Hong Kong, Sa Sa represents over 100 international beauty brands in Asia. The business includes Hong Kong & Macau,
Mainland China, Singapore, Malaysia and Taiwan Region.
This year is the 35th anniversary of Sa Sa International. We are going
to hold a spectacular gala event on 28th April at The Mira Hong Kong.
The name of the party is “Manifest Beauty of Life” highlighted the
mission of Sa Sa to help people to make their life beautiful.
As the biggest sole agentsin cosmetics in Hong Kong,
we must attach
importance to the
anniversary dinner. We
wish we can bring a
hospitality experience
through our anniversary to
gratitude our honorable
guests.
8/18/2019 Event marketing and promotion- SASA
3/18
Background and Situation Analysis
The grand gala party will be held on 28th April at the ballroom of the
Mira Hong Kong. The party will have a cocktail time start at 6:30p.m
and the dinner will start at 8p.pm. It will attend around 600 peopleand they are our business partner representatives, key account and
agents, some senior employees and a number of most important
customers. All the attendees are our distinguished guest. So we wish
we can share our happiness to them make them to have a memorable
night.
Moreover, we would to invite the ambassador of Sa Sa, Kate Tsui, and
a of the group’s licensing brands, to celebrate with us such as Rain Li,
Jessica C, Vincci Cheuk, Miki Yeung, Vanessa Yeung, Mr. & Mrs.Brandon Chau. At the same time, we will introduce the officially
announced Ms. Vivian Chow to become the new ambassador, whom
with an ever young and pretty, kind-hearted image coincides perfectly
match with Sa Sa’s brand mission of “making life beautiful”.
By using the SWOT approach to analysis the event, the strength of the
event is that we can show to our guests that how success we are in
the past. Then we can give a reason for our stakeholders keep
supporting us. However, the weakness of the event is our organizer not
a professional. Besides, the opportunity of the event is, it is a good
way to have a communication with our guests and the threat is the
problem of the weather. This is the biggest problem to affect the
audiences will come or not.
8/18/2019 Event marketing and promotion- SASA
4/18
Marketing Objectives
“Our guests enjoy and satisfaction of the hospitality event and they
will continues to support Sa Sa. “ is the objective of our event.
This time we will organize a grand gala event to celebrate Sa Sa’s
birthday. We are going to invite around 600 guests to attend our
celebrate party. Sa Sa is an international company and the guests will
come from different cities. So we must make sure the anniversary
dinner is doing well and won let the guests down and disappointed.
After we set up the committee team, we will separate the team
member to different group and they will be responsible for different
job, such as the financial, the event design, venue decoration and theadministration. It can effectively to finish the work.
Aside from celebrate Sa Sa 35 anniversary year, we hope we can
hospitality our guests and employee. Besides, it is the time for Sa Sa
show how success in the past year. This can make our cooperate
partner believe in Sa Sa’s ability. On the other hands, we will invite
our important customers and senior employee, this is strength
customer relationship and raise staff sense of belonging to our
company. It is also beneficial for us to have a contact point to our
customers and establish good image through this anniversary dinner.
8/18/2019 Event marketing and promotion- SASA
5/18
Event Strategy
For providing an enjoyable and experiences event to our guests, we
will use the “five senses” approach to analysis how can our event be
rememberable.
Smell Element
Since we hope the guests can know they are attending Sa Sa’s
anniversary dinner, we would like to spray perfume in the venue. The
brand of the perfume is our own brand “Sasatinnie” and the smells of
the perfume must fresh and smell good. Besides, it can let people feel
ore own product. It is a way to promote our products.
Vision Element
To carry through the image of Sa Sa, we would choose pink as the
theme color of the event and using lace to make the venue become
romantic and elegant. At the reception place, we will put a gigantic
poster.
8/18/2019 Event marketing and promotion- SASA
6/18
We hope that when the guests entered the venue, they would know
they are participating in Sa Sa’s anniversary dinner. About the hues
and the brightness, we want to build a romantic environment, so that
the lighting of the venue will not too bright. The hues of the light will
be a warm color, like yellow.
Taste Element
Our anniversary dinner will hold at the Mira Hong Kong and the meal
is also provided by them. This time we choose the Chinese food for the
dinner. Although we are now an international company, most of our
guests are Chinese and we hope the dinner can let the foreign guest
experience the traditional banquet. We are confident to the Mira Hong
Kong can provide the delicious food to us. One of the food on the
menu is “Steamed giant longevity buns”, it is the food that people will
eat when birthday. That is the symbol of Sa Sa 35 birthday.
Touch Element
We will have emcee to lead the dinner from beginning till the end. The
emcee will ask questions to the guests and product interaction with
the guests. It can get the attention from the guests and increase the
involvement. Besides, our guests can join the cosmetic show. As we
would let the guest to decide which make-up artist is doing the best.
Hearing elementDuring the dinner, the guest apart from hear the emcee, they also can
listen to our new official ambassador, Ms. Vivian Chow to sing. Ms.
Vivian Chow presents a new song specially written for Sa Sa 35th
anniversary.
8/18/2019 Event marketing and promotion- SASA
7/18
Operation Plan
This time we choose to use the ballroom at the Mira Hong Kong. the
venue at there are infuse our event with space, natural light, and the
last word in refined settings and top-of-the-line technology. At the ballroom of the Mira Hong Kong there’s a wealth of options at our
disposal.
The size of the ballroom is 937 square meter (10,000 sq.ft.), to six
stunning signature concepts designed by lifestyle guru Colin Cowie.
And they have the hardware to match our in-house event planning
expertise.
Besides, we choose the menu of the Mira Hong Kong, they can provide2 hours professional photography before the dinner. About the venue
decoration, they also can provide the celebration backdrop. Then we
can save some of the budget on photography and decoration.
The Mira Hong Kong has a lot of experience on event and banquet.
They will responsibility the lighting. On the other hands, we also find
some professional people to in charge the lighting and the audiovisual.
What’s more, we need a stage and spotlight for the cosmetic show. All
these equipment can provide by the Mira Hong Kong.
8/18/2019 Event marketing and promotion- SASA
8/18
That is the floor plan provide by the Mira Hong Kong.
8/18/2019 Event marketing and promotion- SASA
9/18
Logistics Plan
Event logistics planning is important to ensure all equipment, facilities
and services arrive and set up at the right time, in the right place, and
in good condition for the event. In this event, we will find serviceproviders who are Logistics Company. This services provider can assist
in the planning, and implementation of an event marketing plan. They
can help us transport all equipment in the restaurant and set up all
equipment. It is convenience for us to organize the event. They are
professional in delivery and transportation. They can provide
something that we can’t do. By employment the logistic company, we
can save a lot of times and resource.
About the place of the hotel, Mira Hong Kong is at Tsim Sha Tasui inHong Kong. There is a shopping paradise which attracts so many
tourists to shop in there. The Mira Hong Kong is near to the MTR
station where people can easily to get there. It is also very convenience
to go there by other transports. Therefore, it is a benefit of choosing
the Mira Hong Kong be our event venue.
8/18/2019 Event marketing and promotion- SASA
10/18
Event Marketing Communication Plan
The team of administration and event design will cooperate together to
make sure the work do fluently.
As our event is private party, we will just invite our business partner
representatives, key account and agents, some senior employees and a
number of most important customers. So we do not need to do so
many promotions. However, we would send the invitation card to our
attendees. And the attendees need to bring the card when they attend
the party.
We will find a designer to help us design the invitation card to make
sure the card is meaningful and representative. Besides, the contentof the invitation card also be humble and show our sincerity to invite
our distinguished guests to attend our gala anniversary dinner.
All the attendees are our distinguished guests. We have the
information of our guests. So, we will send the invitation card to them
base on the information
that they provide to us. To
prevent our guests cannot
receives the invitation
card, we will send an emailto them first. To notice
them that they will receives
the invitation card after.
And give them a way to get
the card if they cannot
receive it by post.
8/18/2019 Event marketing and promotion- SASA
11/18
Human Resources Plan
After we set up an anniversary committee team, we have to design the
position of the team member such as the team chairman, the financial
team leader, the administration team leader, the event design teamleader and so on. The chairman of the team is the responsibility
manager to monitor and in charge the whole event. The other squads
will responsibility in different areas.
Each squad will assign the right people to do the right job and report
to the chairman in order to let the event run smoothly.
For example, the administration team needs to find the designer to
design the invitation card because we are not good at design. They will
contact our guests and ambassador to attend our anniversary dinnerto estimate the number of attendees. In addition, they also need to
invite two people to be the emcee of the event. Furthermore, design
the siting plan for the guests. It can help the guests have good
communication.
For the financial team, they need to calculate the cost of the whole
event and the need to control the expenses under the budget.
The event design team to design what type is the event, where the
venue is, what are the activities will include in the event, who will be
invite and when is the date of the event. What’s more, the team also
need to design the decoration of the venue, how can we organize a
hospitality event to our guests.
Every part of the committee team is very important! They are
interrelated, can’t lack any of them. All the squad to constitute a
committee team and makes the event run successfully.
8/18/2019 Event marketing and promotion- SASA
12/18
Event Budget
There is the budget that we estimate.
Cost Items Cost Element Price
Administration Invitation Card
Photocopy
HK$3000
Promotion and
publicity
Design fee for
invitation card
Gigantic poster
HK$1300
HK$2400
Venue Infrastructure HK$36660
Decoration The venue decoration HK$28980
Catering Food and beverage
Service Charge
Menu : HK$8,888 *
50= HK$444400
Drinks : HK$2,299
Service charge:
HK$55935
Production and
Staging
Stage, equipment
sound, lighting,
transport
HK$8000
Technical Services Logistic services HK$80000
Entertainment Souvenir HK$5000
Total HK$662,974
8/18/2019 Event marketing and promotion- SASA
13/18
The menu of the Mira Hong Kong:
8/18/2019 Event marketing and promotion- SASA
14/18
8/18/2019 Event marketing and promotion- SASA
15/18
The menu of the Mira Hong Kong:
Implementation Plan
This year is Sa Sa 35 anniversary. To organize a spectacular gala
event, we started the plan a year ago. It is because we need to takeprecautions before it is too late. Especially the venue, we need to book
before a year, otherwise, we hard to find a place to hold the event. We
can reduce the limitation if we started plan early.
First of all, we will set up a team for organize the anniversary event. It
can help the event organize effectively. In addition, we need to design
the objective and the type of the even. What we want to do and what
we want to achieve thought the event. We chose to organize an
anniversary dinner to celebrate the birthday of Sa Sa. But theanniversary dinner is kind of private event because we are limited by
the budget. We will just invite our business partner representatives,
key account and agents, some senior employees and a number of most
important customers. We will design another activity to the public.
Secondly, we need to determent where should be the venue of our
event. We need to find a venue that can accommodate around 600
people and include a stage. Besides, the ballrooms of the hotel are full
booking always. So we need to make the decision and book the venue
as soon as possible. Finally, we chose the ballroom at the Mira Hong
Kong be our venue because the ballroom in there is big enough.
Furthermore, the package of the menu that provided by the Mira is
more suitable and under our budget.
Thirdly, since we would send the invitation card to our guests, so we
need to design the card and draft the context of the card. Then we can
send the card to our guests to invite them to attend the event. We
should notice them as early as we can, because we need to aside time
for them to arrange their schedule. Then, we need to confirm thenumber of attendees.
Next, we should design the decoration of the venue. We hope our
guests can know that they are attending Sa Sa’s anniversary dinner
when they entry the venue. So the decoration of the venue should
meaningful and symbol. Afterward, we need to do the design the siting
plan for all the guests. We hope our event not just to celebrate Sa Sa’s
birthday but also provide a change for our guests have communication
and interaction.
8/18/2019 Event marketing and promotion- SASA
16/18
8/18/2019 Event marketing and promotion- SASA
17/18
Timetable
Date Content Final Decision
12/3/2012 to
2/4/2012
The anniversary
committing team
set up. Make the decision
of the event
objective and type.
Objective:
Event type: Anniversary Dinner
28/4/2012 to
30/5/2012
Doing the research
of the venue and
determine where is
the event venue.
The Mira Hong Kong
will be the venue of the
event.
3/6/2012 to 5/7/2012 Design the
invitation card
30/7/2012 to
15/8/2012
Send the invitation
card to the guest
Contact to the
ambassador Confirm the
number of
audience
20/8/2012 to 30/9/ Making the
gigantic poster
9/10/2012 to
20/12/2012
Design the
decoration of the
venue
5/1/2013 to 8/2/2013 Contact to the
logistic company
17/2/2013 to
28/3/2013
Decide the siting
To cope with the
unexpected
situation.
8/18/2019 Event marketing and promotion- SASA
18/18
Marketing Control and Evaluating Marketing Performance
Since this is a private event, so we just can collect the event result
internally. Therefore, to evaluation the weakness of the event, we will
have an evaluation meeting after the event to review the event. We willcollect the feedback from our employee and especially ask the
chairman of our company to see what we had done well and what we
need to improved.
Also, we will assign some staff to do the observation to keep watch for
the emotion of the guests. To analysis the feeling of our guests.
Collecting all this data can help us the make the event more prefect
next time.
top related