Imc Plan of Cold Play Concert

Market objectives:

1: Brief Introduction Of the Promotion Target

The team will promote the opening of a rock concert of the band COLDPLAY, which is one of the most popular British rock bands in the world. The concert will be held in the beach of Gold Coast on a Saturday night, Feb 19, 2012.The aimed audience will be 10,000 people, including the funs of the band, music lovers and tourists at the range of 16-35 years old. The team's promotion objectives are to develop the concert's awareness, enhance the band's image and increase market share.

2: Market Share

Considering the popularity of the band COLDPLAY and the population, the tickets for the concert will be three kinds based on the segmentation of the audiences, which are VIP (gold) tickets for $180, Silver tickets for $150 and Bronze tickets for $120. We hope achieve 10,000 audiences at the concert and we plan to get the total sales of $1,410，000 based on the target proportion of 20% audiences of VIP, 30% of Silver and 50% of bronze tickets.

(180＊20％＊10000＋150＊30％＊10000＋120＊50％＊10000＝360,000＋450,000＋600,000＝1,410,000).

Promoting the concert three months ahead by choosing several media, launching a ／new advertisement and a new propaganda video and so on, the team set the goal of achieving at least 85% of the target audience, as well as increasing the funs number of at least 2,000 people, following by the increasing sale of the band's new album by 15%.

3: Competitive Position

（1） The band COLDPLAY will release their new album Mylo Xylote in Oct 24 2011 and this is a big opportunity for the team to promote the concert based on it. During the period of the concert in February and the time they release the album, the band may get more funs and enhance their popularity, which will definitely increase awareness of the concert.

（2） According to the research the team has done, there is no concert or other same kind of events holding in the city Gold Coast in February so there are nearly no other competitors.

（3） February is a hot season for tourism. Every year there are around 10 million visitors coming to Gold Coast. As a result, the concert will also attract lots of tourists who are the funs of the band. Also, February is in the summer vacation so there are lots of students who have time to enjoy the concert.

（4） The team will use differentiation strategy. The concert possesses a creative form and it obviously differentiates with other concerts. Being held in the beach in a cool summer night, the customers can be fully relaxed and feel confortable and at this point it will attract more audience.

4: Customer