Part 2.2/5: Marketing Mix- Place

Place

as you can see from the photo above, the tents used for the booths were ordinary white tents

layout of the fiesta on the Sky Park

The Korean Flavour Fiesta was held in VivoCity’s Sky Park, which is on the 3^rd level. VivoCity’s Sky Park is an open-air area consisting of features such as a view of Sentosa and Harbourfront, a water feature, an amphitheatre, dining areas and plenty of space for people to enjoy. The rooftop amphitheatre consists of a spacious seating area, which was useful for the fiesta to set up a stage in front of the amphitheatre and allow people to watch the exciting events planned. The Sky Park had ample space to hold many people and the booths were well spread out.  Seeing as to how VivoCity is named the biggest mall in Singapore and is still relatively new in Singapore, this serves as an advantage for the event because then there will be many people who will visit the fiesta even though they were only informed of such an event when they arrived in VivoCity. The target market of this fiesta I believe would be the general mass consisting of children, adults and senior citizens. This is directly in line with the type of people who would visit VivoCity, hence holding the first event to kick start the festival in VivoCity is indeed very much advantageous for the event. What more, as VivoCity is held near to Sentosa, tourists visiting Sentosa may even drop by the fiesta! This can be further assured of, as I was personally part of the big crowd of people visiting the fiesta.

However, as a major part of this marketing mix is ambience and how it can be created through design, I feel that the fiesta could have been more well accessorised to give a richer Korean atmosphere. Such an example would be the design of the booths and the amphitheatre. What was being used were the normal white tents without any further decorations. I feel that more Korean decorations such as traditional fans or masks or just adding more cultural colours could be added to enhance and bring out the feel of Korea so as to entice more people to visit Korea!

Also, more booths could be set up, so as to use up the vast spaces that were left empty.