DON HONORIO VENTURA STATE UNIVERSITY

Bacolor, Pampanga
“Opening Minds, Progressing Technologies, Creating Bright Futures”
College of Hospitality and Tourism Management

CHAPTER 6
MARKETING MICE

Learning Outcomes
At the end of the chapter, you should be able to:
 Define marketing;
 Explain the meaning and importance of customer care;
 Discuss the important factors of marketing;
 Explain the marketing concepts that are applicable to MICE;
 Discuss the four Ps of the marketing mix;
 Explain the meaning and aim of promotion; and
 Describe the different aspects of promotion.

MARKETING
 Dictionary - marketing is an integrated process of producing, distributing, and selling goods and services.
 Institute of Marketing - marketing is a management process responsible for identifying, anticipating, and
satisfying customer requirements - profitability.
 Philip Kotler - marketing is a social and managerial process by which individuals or groups obtain what
they need and want through creating and exchanging product value with others.
 Robert Lewis - marketing is communicating to and giving target market customers what they want, when
they want it, where they want it, and a price they are willing and able to pay.

The basic principle in marketing is that the customer is very important. Everything must be done to satisfy the
customer.

CUSTOMER CARE
 It is an essential element of MICE marketing. The needs of event customers must be given special attention.
 Customer care must begin as soon as the customer arrives at the event.
 It can be best achieved by observing the event from the point of view of the customers.

IMPORTANT FACTORS OF MARKETING

1. Location - environmental factors such as traffic and scenery as well as the attractiveness and accessibility
of the location should be considered.
2. Social factors - the attitude of people to what is appropriate might be affected by the attitude of friends and
colleagues.
3. Cultural influences - different groups in society with different ethnic origins and social classes will see
events in different ways.
4. Fashion - during certain historical periods, certain types of events will be popular and will attract many
participants.
5. Political factors - local and central government will support events that fit with their beliefs.
6. Economic factors - assess how much money is available at a corporate and individual level, consider the
exchange rates and similar economic factors.
7. Philosophy - the beliefs and attitudes of groups, individuals, and other agencies will affect the range of
events that are provided.

MARKETING CONCEPTS
1. Market Research
2. SWOT Analysis
3. Target Groups
4. Marketing Mix

MARKET RESEARCH

DHVTSU Vision Mission

Vision – A lead university in producing quality individuals with competent Mission – DHVTSU commits itself to provide an environment conducive to
capacities to generate knowledge and technology and enhance professional continuous creation of knowledge and technology towards the transformation of
practices for sustainable national and global competitiveness through continuous students into globally competitive professionals through the synergy of
innovations. appropriate teaching, research, service and productivity functions.
 DON HONORIO VENTURA STATE UNIVERSITY
Bacolor, Pampanga
“Opening Minds, Progressing Technologies, Creating Bright Futures”
College of Hospitality and Tourism Management

 It is the objective gathering, recording, and analyzing of all facts relating to the provision of services for the
appropriate consumer.
 Market research can help decrease the risk of failure.
 It is also helpful in planning an effective marketing strategy.

SWOT ANALYSIS
Strengths - the internal strengths of the organization
Weaknesses - the internal weaknesses of the organization
Opportunities - the external opportunities which may arise
Threats - the external threats facing the organization

The following are some possibilities that are applicable to events:

Strengths
1. Staff ability
2. Detailed specialist knowledge
3. Local reputation
4. Political support
5. Enthusiasm and commitment
Weaknesses
1. Poor transport facilities
2. Limited financial resources
3. Lack of general management skills
4. Poor public image
Opportunities
1. Increased public awareness
2. Developing partnerships
3. Financial returns
4. Changing attitudes
5. Offering new possibilities

Threats
1. Lack of commercial support
2. Competition from similar promotions
3. Changes in funded priorities
4. Economic trends

TARGET GROUPS
 It is necessary to identify the targets - the potential participants, potential spectators, potential sponsors, and
potential staff.
 It is also important to know the needs of each group so that a plan can be made to meet them.

DHVTSU Vision Mission

Vision – A lead university in producing quality individuals with competent Mission – DHVTSU commits itself to provide an environment conducive to
capacities to generate knowledge and technology and enhance professional continuous creation of knowledge and technology towards the transformation of
practices for sustainable national and global competitiveness through continuous students into globally competitive professionals through the synergy of
innovations. appropriate teaching, research, service and productivity functions.
 DON HONORIO VENTURA STATE UNIVERSITY
Bacolor, Pampanga
“Opening Minds, Progressing Technologies, Creating Bright Futures”
College of Hospitality and Tourism Management

MARKETING MIX

It is a combination of factors to get the correct balance for an enterprise.

1. PLACE
Various aspects are:
1. Venue
2. Accommodations
3. Ancillary facilities
4. Signposting
5. Maps
6. Carpark
7. Catering location
8. Transportation
9. Emergency access
10. Host town
11. Region
12. Country or administrative subdivision
13. Environmental conditions
14. Geographical location

2. PRODUCT
It is the end result; it may be the tournament, exhibition, seminar, or show. It also includes ancillary contributions
such as programs, presentation, quality production, and customer care.

3. PRICE
It is the cost of the event which is acceptable to the customers.

4. PROMOTION
Various aspects are:
1. Advertising
2. Media relations
3. Publicity
4. Merchandising
5. Pamphlets
6. Posters
7. Logo
8. Displays

Other P’s:
1. PEOPLE - they are very important in producing a good event. Proper customer care, teamwork, well-
trained, and competent staff are major marketing tools.
2. PACKAGING - it is the method of presenting events. It may be presented once or as part of a season or
festival.
3. PARTNERSHIP - it is the support of others which is very beneficial to the success of an event.
4. PROGRAMMING - it is the way an event is scheduled. It is an important marketing tool.

PROMOTION
It is the method of bringing the product to the attention of the public and prospective participants. It deals with the
image and presentation of the product.

Its aim is to achieve attention, interest, desire, and action (AIDA).

Several Aspects:
 Logo
DHVTSU Vision Mission

Vision – A lead university in producing quality individuals with competent Mission – DHVTSU commits itself to provide an environment conducive to
capacities to generate knowledge and technology and enhance professional continuous creation of knowledge and technology towards the transformation of
practices for sustainable national and global competitiveness through continuous students into globally competitive professionals through the synergy of
innovations. appropriate teaching, research, service and productivity functions.
 DON HONORIO VENTURA STATE UNIVERSITY
Bacolor, Pampanga
“Opening Minds, Progressing Technologies, Creating Bright Futures”
College of Hospitality and Tourism Management

 Advertising
 Media
 Public relations
 Selling
 Souvenirs
 Presentation
 Merchandising
 Publicity

LOGO
A suitable logo is a vital part of a public image.
An appropriate logo should:
1. Reflect the event
2. Pass on what it is about
3. Be attractive and eye catching
4. Portray an event image
5. Give relevant messages
6. Be colorful

MASCOT
A mascot is a person, animal or thing considered to bring good luck. It can promote the event, especially with certain
target groups.

ADVERTISING
It is essential for the success of an event. It is expensive, but despite its cost, successful advertising is very valuable.
Effective advertising is necessary to encourage people to attend.

MEDIA RELATIONS AND PUBLICITY

The publicity campaign should be undertaken together with the advertising campaign. The campaign should be done
for several months until the beginning of the event.

Rules of Media Liaison

1. It is better to be proactive than reactive when dealing with the media.
2. Write the name of your contact person instead of writing “To whom it may concern.”
3. Think in headlines when writing a press release. This may be eye catching.
4. When talking to journalists, it is safe to assume that nothing is off the record.
5. Look for the best spokespersons for the MICE promotion and appoint them as the media contact.
6. Retain copies of all radio, television, and other media coverage.

PRESS CONFERENCE
It can be a very effective way of getting important press coverage and briefing several journalists at the same time.

Several Reasons for holding a Press Conference

1. To launch the event or conference
2. To relate the genuine news about a famous person who is taking part in the event
3. To explain a controversial issue about the event because media speculation can be damaging
4. To reveal a major exclusive

PHOTO OPPORTUNITIES
Photographs can attract much attention. They often create greater awareness of the event and help to satisfy the
desire of the sponsor for publicity.

RELEVANT MEDIA

DHVTSU Vision Mission

Vision – A lead university in producing quality individuals with competent Mission – DHVTSU commits itself to provide an environment conducive to
capacities to generate knowledge and technology and enhance professional continuous creation of knowledge and technology towards the transformation of
practices for sustainable national and global competitiveness through continuous students into globally competitive professionals through the synergy of
innovations. appropriate teaching, research, service and productivity functions.
 DON HONORIO VENTURA STATE UNIVERSITY
Bacolor, Pampanga
“Opening Minds, Progressing Technologies, Creating Bright Futures”
College of Hospitality and Tourism Management

National, regional, and provincial media should be targeted. A promotional competition, a discount system for large
attendance, and other types of incentives can be utilized to attract customers.

PUBLIC RELATIONS
Effective public relations can be achieved by influencing people through influential individuals. This can be done by
obtaining the support of well-known experts in the relevant field or by getting the endorsement of a celebrity.

SELLING
Everyone in the team is a sales representative.
Some of the direct financial sales which can greatly contribute to the income of the events are the merchandising,
souvenir sales, franchising, and trading.
The most frequently franchised are catering and souvenirs.

EVENT PRESENTATION
Two Aspects of Event Presentation
1. Promotional presentation - for sponsors, spectators, media, and participants.
2. Event presentation - can range from an attractive documentary, high-cost multimedia, or audiovisual
production.

DHVTSU Vision Mission

Vision – A lead university in producing quality individuals with competent Mission – DHVTSU commits itself to provide an environment conducive to
capacities to generate knowledge and technology and enhance professional continuous creation of knowledge and technology towards the transformation of
practices for sustainable national and global competitiveness through continuous students into globally competitive professionals through the synergy of
innovations. appropriate teaching, research, service and productivity functions.