Emm ppt(updates)

2014 OVERVIEWSITUATION

ANALYSISSTAKEHOLDER Strategic Planning WBS & GANTT BUDGETS-T-P

SPD4462 EVENT

MANAGEMENT AND

MARKETING

C H A U H O L A M , M A R C U S ( 1 3 0 0 6 3 6 7 S )

W O N G W A I K I N , C H R I S ( 1 3 6 1 0 6 8 7 S )

Y I M H O L U N , S A M ( 1 3 6 1 3 9 7 8 S )

Y I P Y U N C H E O N G , H U G O ( 1 3 6 0 9 2 6 0 S )

S Z E T O Y U E N M A N , I D A ( 1 3 6 1 6 4 6 2 )

Z H A N G K A N , K E N ( 1 3 6 0 9 9 2 8 S )

For wine seller who wants to1. Explore opportunity

2. Expand business profile

3. Promote culture

For public who interested in1. Enjoying tasting wines &

food delicacies 2. spotlighting wide array of

premium wines 3. Appreciating Great live

music entertainment

HONG KONG WINE & DINE

FESTIVAL

Fine Wines Great cuisine Entertainment

ANALYSIS

STAKE-

HOLDER

Strategic

PlanningWBS & GANTT BUDGETS-T-P

HONG KONG WINE & DINE

FESTIVAL 2014

Event Details

Duration : 4 Days (30 Oct – 2 Nov 2014) (Thursday - Sunday)

Venue: Former Kai Tak Runway (Adjacent to Kai Tak Cruise Terminal)*

Admission Fee: Free

Organizer: Hong Kong Tourism Board (HKTB)

Co-organizer: Bordeaux International Wine and Dine Festival

Organization

Exhibitors: around 270 booths (190: Wine distributors & 90: Catering Company)

ANALYSIS

STAKE-

HOLDER

Strategic

M E T H O D O L O G Y

Sample Size

• 50 Visitors

• 50 Exhibitors

Primary Research

• 2 Questionnaires sample

• Open-ended & 5Pts scale

Secondary Research

• Online news articles

• Wine & Dine website

• Hong Kong Trade

Development Council

ANALYSIS

STAKE-

HOLDER

Strategic

PRODUCT – PRODUCT EXPERIENCE

Core Product

• 5 Thematic Wine Zones

• Different Wine booth and food booth

• Related activity Live band show

ANALYSIS

STAKE-

HOLDER

Strategic

The tang ib le ‘Expec ted ’ Produc t

• Signage gu ide v is i to r

• Prov ide sea t fo r d in ing

• Background mus ic

ANALYSIS

STAKE-

HOLDER

Strategic

The Augmented product

Different tickets packages

Special offer to CCB(Asia) card

member

Provide wine themed tasting classes

ANALYSIS

STAKE-

HOLDER

Strategic

PRODUCT – PRODUCT DEVELOPMENT

M a j o r p r o c e s s i n n o v a t i o n

• P r o v i d e f r e e s h u t t l e b u s i n M T R

E v e n t l i n e e x t e n s i o n s

• H o n g K o n g P u l s e 3 D L i g h t S h o w

• H o n g K o n g I n t e r n a t i o n a l W i n e & S p i r i t s F a i r

S u p p l e m e n t a r y s e r v i c e

• P o l i c e m o b i l e b r e a t h t e s t c e n t e r

• C a t e r i n g , r e s t i n g a r e a a n d t o l i e t

ANALYSIS

STAKE-

HOLDER

Strategic

PRODUCT

S T R E N G T H S

N u m b e r o f v i s i t o r i n c r e a s e

E x h i b i t o r p r o d u c t s a l e

i n c r e a s e 2 0 % - 3 0 %

W i n e i s w i d e v a r i e t y a n d

F o o d i s d e l i c i o u s

52% agree the opening hour is appropriate.

Disagree

Neutral

82% agree the event delivers latest news on the

F&B industry.

Neutral

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

PRODUCT

W E AK N E S S E S

✗ I n a d e q u a t e s h u t t l e

b u s s e r v i c e

✗ I n a d e q u a t e t o i l e t

✗ O v e r - c r o w d e d i n

p e a k h r s

79% D i s a g r e e t h e i r

e x p e r i e n c e m a t c h w i t h e x p e c t a t i o n .

Neutral

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

P E O P L E

Exhibitors The Host HKTDC

Co-Worker

Categories of On-site helpers/ worker

Yellow uniform helper

Duty: Cashier From: Adecco company

Cleaning Service worker

Duty: Clean the venueFrom: ISS Hong Kong

Security Duty: Risk controlFrom: General Security

Categories of Outside area worker

Purple uniform helper

Duty: Shuttle busFrom: HKTDC

Green uniform helper

Duty: Entrance and Exit signage, EnquiresFrom: Adecco company

Light Blue uniform helper

Duty: Crowd controlFrom: Hong Kong Federation of Youth group

ANALYSIS

STAKE-

HOLDER

Strategic

P E O P L E

ANALYSIS

STAKE-

HOLDER

Strategic

Unfamiliar with exhibiting Information

Insufficient help

Inaccurate directory

76% even reported some event helpers

fluent Mandarin & English

Easy to reach supportive co-Workers

60% thought that workers’

performance were generally acceptable

Disagree

Neutral

P E O P L E

Exhibitors

52% agreed Booth layout & attractive Design;• Allowed enough interaction with sellers

• Contributed comfortable atmosphere & built emotional bonding

The Host: HKTDC

To minimize the effect Promoted 40% off rental discount Cooperated w/ cruise line companies Provided free entry & shuttle bus

Satisfied

Dissatisfied

Neutral72%

Exhibitors' satisfaction on event setting

From the survey, 72% Poor crowd control Insufficient shuttle bus service Inadequate toilet

Only 26% commented :

Live band show enhanced better atmosphere

ANALYSIS

STAKE-

HOLDER

Strategic

OVERVIEW

SITUATION

ANALYSIS

STAKE-

HOLDER

Strategic

Planning

GANTTBUDGETS-T-P

PA R T N E R S H I P

P R O M OT I O N

TV commerc ia l

Logo on the s ta f f un i fo rm

Roads ide banner

Tr a d i t i o n a l a d v e r t i s e m e n t

ANALYSIS

STAKE-

HOLDER

Strategic

P R O M OT I O N

I n t e r n e t M a r ke t i n g S a l e s P r o m o t i o n

Fee-free Entrance

ANALYSIS

STAKE-

HOLDER

Strategic

P R O M OT I O N

P u b l i c R e l a t i o n s

Sold out of

WINE PASSES & TOKENS

Press Release

Opening Party

ANALYSIS

STAKE-

HOLDER

Strategic

P R O M OT I O N

Intensity is still too

Increase awareness of

public

Inadequate Social

17%79% Disagree the promotion can enhance interests

Disagree

Neutral

93% Disagree the promotion can encourages them to check out

the details of this event

Disagree

Neutral

ANALYSIS

STAKE-

HOLDER

Strategic

P H YS I C A L E V I D E N C E

U N I F O R M . .

1. Cleaning services2. Security services 3. General staff 4. Traffic control

ANALYSIS

STAKE-

HOLDER

Strategic

L I G H T I N G . .

Delivers sense of romance

ANALYSIS

STAKE-

HOLDER

Strategic

E N T E RTA I N M E N T. .

Performance of amateur singers strengthen the atmosphere

ANALYSIS

STAKE-

HOLDER

Strategic

L I G H T I N G & E N T E RTA I N M E N T M E A N S . .

77% p e o p l e a g r e e t h e

a t m o s p h e r e h e l p s t o e n h a n c e t h e i r a p p e t i t e .

Neutral

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

T I C K E T S E L L I N G

C C B c a r d , c a s h , O c t o p u s … A N Y M O R E ?

ANALYSIS

STAKE-

HOLDER

Strategic

C U S TO M E R S E RV I C E S

E l e c t r o n i c S u i t e : C u s t o m e r b e i n g S E L F - S E R V E D

ANALYSIS

STAKE-

HOLDER

Strategic

C U S TO M E R S E RV I C E S

94% d i s a g r e e s u p p l e m e n t a r y

s e r v i c e s a r e s u f f i c i e n t

Disagree

Neutral

• L e s s t h a n 5 E - s u i t e

• C o n g l o m e r a t e d

d i s t r i b u t i o n

• H a r d t o s p o t - o u t &

i n s u f f i c i e n t

ANALYSIS

STAKE-

HOLDER

Strategic

S I N A G E S & D I R E C TO R I E S

• B a n n e r s t a n c e

• A i d e d w i t h M a p & A r r o w

• B i l i n g u a l

ANALYSIS

STAKE-

HOLDER

Strategic

S I N A G E S & D I R E C TO R I E S

• Ve n u e ’ s c o m p l e x i t y

o v e r r i d e s s i g n a g e ’ s

c l a r i t y

17% 2%

81 % D i s a g r e e t h e s i g n a g e &

d i r e c t o r i e s a r e c l e a r.

Neutral

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

P L A C E

ANALYSIS

STAKE-

HOLDER

Strategic

P L A C E

A C C E S I B I L I T Y

• C h a n g e d d u e t o

o c c u p i e d C e n t r a l

• F r o m C B D t o

i n d u s t r i a l a r e a

• C a n ’ t a c c e s s

d i r e c t l y b y M T R

92% D i s a g r e e t h e v e n u e

c a n e a s i l y a c c e s s .

Neutal

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

P L A C E

V E N U E I M A G E

• K T Te r m i n a l

c o n s t r u c t i o n i n

p r o g r e s s

• U n e v e n g r o u n d

s u r f a c e

• S a n d y & d u s t y

• U n c o m f o r t e d &

a c c i d e n t

79% D i s a g r e e t h e v e n u e

a l i g n w i t h t h e i r e x p e c t a t i o n .

Neutral

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

P R O C E S S MTR East Tsim Sha

Tsui, Kowloon Tong and Lam Tin Station

About 10 to 25 minutes.

Bus no. 5R from Ngau Tau Kok Station

Minibus no. 86 from Kowloon Bay Station

Purchases the red wine tasting tickets

ANALYSIS

STAKE-

HOLDER

Strategic

P R O C E S S

T R A F F I C C O N T R O L

• F r e e a d m i s s i o n

• F r e e s h u t t l e b u s

• M o r e w i l l i n g t o

v i s i t

• W e e k e n d s

• D e m a n d o v e r r i d e s

s u p p l y

98% D i s a g r e e t r a f f i c

c o n t r o l i s e f f e c t i v e

Neutral

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

P R O C E S S

Q U E U I N G D U R AT I O N

• E n t r a n c e p e o p l e

o u t o f e x p e c t a t i o n

• H K T B

a n n o u n c e m e n t

• O v e r w h e l m t h e

c a p a c i t y

• E x t r a t i m e o n

p a t r o n i z e

98% D i s a g r e e t h e q u e u i n g

t i m e i s a c c e p t a b l e .

Neutral

Disagree

ANALYSIS

STAKE-

HOLDER

Strategic

Exter nal Force

P o l i t i c a l

O c c u p y C e n t r a l i n 2 0 1 4

R e l o c a t i o n

S o c i o c u l t u r a l

P r e f e r e n c e o f n e w f e a t u r e w i n e

( e . g . S p a r k l i n g W i n e , F r u i t y

f l a v o r s )

E n t e r t a i n m e n t r e l a t e d

P e r f o r m a n c e w h i l e d r i n k i n g

T r i g g e r d e l i g h t f u l & r e l a x i n g

Inter nal Resource

P h y s i c a l r e s o u r c e s

Ve n u e : F o r m e r K a i Ta k R u n w a y

O n e - w a y C a u s e T r a f f i c j a m

I n s u f f i c i e n t p u b l i c t r a n s p o r t

ANALYSIS

STAKE-

HOLDER

Strategic

IMPACTS OF EVENT

Social & Cultural impact

For local citizen Share wining experience Build pride Increase participationFor exhibitors Revitalize wining culture Introduce new ideas

Tourism and Economical impacts

For Tourists Promote an attractive event Increase tourist visitsFor Exhibitors Business opportunities Enhance Wine trading Job creation

ANALYSIS

STAKE-

HOLDER

Strategic

G e o g r a p h i c

s e g m e n t a t i o n

1 . L o c a l s e g m e n t

2 . G l o b a l s e g m e n t

P s yc h o g r a p h i c

S e g m e n t a t i o n

3 . L i f e s t y l e

SEGMENTATION TARGETING

1 . L o c a l s e g m e n t

M a i n l y f o c u s o n E a s t - K o w l o o n

2 . G l o b a l s e g m e n t

To u r i s t s f r o m o v e r s e a

E S P. f o r t h o s e w h o t a k e

c r u i s e

3 . L i f e s t y l e

S o c i a l , F u n & E n t e r t a i n m e n t

Q u a l i t y l i f e e n j o y m e n t

I n t e r e s t e d i n t a s t i n g w i n e

ANALYSIS

STAKE-

HOLDER

Strategic

Product factor

1. Purpose

• Dine & Wine Festival for wine-lovers

• Display Local & Overseas Wine Factories

2. Event Category

• Demonstrate World-class Fine Wines

• Present food culture matched with specific wine

POSITIONING

ANALYSIS

STAKE-

HOLDER

Strategic

ANALYSIS

STAKE-

HOLDER

Strategic

Title Sponsor

• Riedel

Co-organiser

• Bordeaux International Wine and Dine Festival Organization

Airline sponsor

Cathay Pacific Airways Limited

Supporting sponsors

• China National Tourism Administration

• LUCARIS® by Kung Kai Hong & Co(glasses for Classic Wine Pass)

• Vinvautz Wine Cellar – Gilman Group (Kitchenware)

• Albani Tartufi by Aromas Truffle Food Co. (Gift)

• Ferrarini Pacific Limited

• Koon Wah Food & Preserved Fruit Factory Limited

• Lucullus Food & Wines Co. Ltd

• Marco’s Oyster Bar & Grill

• Perrier by Wan

Online promotion partner

• Openrice Group Inc. (Corporate Services) Ltd

• Hong Kong Discussion Forum

Supporting organizations

Wine Association

• Bordeaux Wine Council

• Wine.Luxe

Ticketing agency

• Cityline (Hong Kong) Limited

• Direct Marketing of Asia Limited

Traveling Asscoiation

• Hong Kong Hotels Association

• Hong Kong Sommelier Association

• The Federation of Hong Kong Hotel Owners Limited

Agency for Volunteer Service

• Adecco Personnel Limited

• ESSENTIALS Recruitment Consultants Ltd

• The Hong Kong Federation of Youth Groups

Supporting organizations (Con’t)

Educational Institution

• CCC Kung Lee College

• Chinese Cuisine Training Institute

• Hong Kong Trade Development Council

• The HKU SPACE Po Leung Kuk Community College

• Hong Kong Institute of Vocational Education, Department of Hotel, Service and Tourism Studies

• Quality Tourism Services Association

Transportation

• MTR Corporation Limited

• KMB

• Hong Kong Taxi & PLB Association

• Kwun Tong District Council

• Central & Western District Council

Official Video, Audio and Lighting Equipment Suppliers

• Audio Equipment Promotions Limited

• Bright lighting Production Limited

• Tom Lee Engineering Limited

• Tom Lee Music Company Limited

Government Departments

• Commerce and Economic Development Bureau

• Drainage Services Department

• Fire Services Department

• Food and Environmental Hygiene Department

• Highways Department

• Hong Kong Police Force

• Lands Department

• Leisure and Cultural Services Department

• Tourism Commission

• Transport Department

• Water Supplies Department

Show Producer

• Ming’s Media Productions Co Ltd

International Performing Group Sponsors

• Live band

• Singers and performers

Event Manager

• Event Management Co. Ltd

ANALYSIS

STAKE-

HOLDER

Strategic

Government has multiple roles;1. Venue owner: Former Kai Tak Runway 2. Consent authority and regulatory body

Setting up temporary traffic schedule & send Police to maintain safety3. Promote events4. Funding body

Local community enjoys Variety of Benefits

PrideSense of belonging

Appreciation

ANALYSIS

STAKE-

HOLDER

Strategic

2 0 1 5 - P R O D U C T

ANALYSIS

STAKE-

HOLDER

Strategic

2015 - PARTNERSHIP

ANALYSIS

STAKE-

HOLDER

Strategic

2 0 1 5 - P R O M O T I O N

Put in high people flow rate places

Be more concentrated rather than decentralized

ANALYSIS

STAKE-

HOLDER

Strategic

2 0 1 5 - P R O M O T I O N

Yahoo, Google,

HKDiscuss, AAStock

Attract target audiences

Highlight event’s

attractions

Share the latest news & perspectives

ANALYSIS

STAKE-

HOLDER

Strategic

2 0 1 5 - P E O P L E

1. Communicate with agents。Clear criteria & requirement of co-workers

2. Training Seminar by agents (1 month& 1 week prior)。All co-workers shall attend at least once

3. Site visit (3 Days prior)。Divided into work team lead by project managers

4. Material。Provide all necessary handbook。Set a station to support immediate assistance

Co-Worker

ANALYSIS

STAKE-

HOLDER

Strategic

2 0 1 5 - P E O P L E

Co-Worker

For Wine & Dine Festival 2015, we have planned;

1. Scanning Compatible with the image & position of Festival

Increase relative % of “New features’” Wine Distributors

2. Communication Offer sufficient assistance (e.g. Logistic & Site visit)

Regular update facility information

3. Establishment one EM officer responsible for 20-30 exhibitors

During Festival, a matching counter placed in different zones- Visitors seek for opinions by giving personal preference- Exhibitors information & Directory will be provided

ANALYSIS

STAKE-

HOLDER

Strategic

2 0 1 5 - P L A C E

Unchanged Improve

Enlarge the space from

car park

Rebuild a flat floor

Set up more tables and chairs

Decrease the area of

booths

ANALYSIS

STAKE-

HOLDER

Strategic

2 0 1 5 - P R O C E S S

ANALYSIS

STAKE-

HOLDER

Strategic

Rent Double-deck City bus to replace single-deck coach

Increase the capacity

Swap Lam Tin Station Terminal to Kowloon Bay Station

Reduce travelling time

Increase frequency

2015 – PHYSICAL EVIDENCE

E N T E R TAI N M E N T

1 . C o o k i n g c o m p e t i t i o n

• O p e n t o a l l v i s i t o r s

• E n r o l l 3 0 m i n s i n a d v a n c e

• I n g r e d i e n t s f r o m

s p o n s o r s h i p

• C o m p l e t e w i t h i n 4 5 m i n s

• Ad j u d i c a t o r = s p e c t a t o r s

• P r i z e : 5 0 0 , 3 0 0 , 1 0 0

t o k e n s

2 . C o o k i n g L e c t u r e

• J a m i e O l i v e r = l e c t u r e r

• U n i q u e w e s t e r n c u i s i n e

• C h a n c e t o c o o k w i t h h i m

3 . L u c k y d r a w

• S p e n t $ 1 0 0 0 o r a b o v e

• C h a n c e t o w i n a b o t t l e o f

J APA N w h i s k y

ANALYSIS

STAKE-

HOLDER

Strategic

T I C K E T S E L L I N G

M o r e p a y m e n t m e t h o d

E n h a n c e c o n v e n i e n t

M o t i v a t e c o n s u m p t i o n

M A S T E R C A R D , V I S A ,

U N I O N PAY

C o m m o n l y u s e d b y H K e r s

a n d M a i n l a n d e r s

ANALYSIS

STAKE-

HOLDER

Strategic

C u s t o m e r S e r v i c e s

ANALYSIS

STAKE-

HOLDER

Strategic

S I G N AG E S & D I R E C T O R I E S

F o o t p r i n t s s t i c k e r

A l o n g s i d e r o a d p a t h

F l u o r e s c e n c o l o r

ANALYSIS

STAKE-

HOLDER

Strategic

ANALYSIS

STAKE-

HOLDER

Strategic

ANALYSIS

STAKE-

HOLDER

Strategic

http://www.nwstbus.com.hk/routes/private-hire/index.aspx?intLangID=2

Emm ppt(updates)

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