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Splendour in the Grass - Marketing Mix

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Splendour in the Grass Introduction Splendour in the Grass is an annual Australian music festival. In 2001, Splendour in the Grass started as a one day event held at Belongil Fields in Byron Bay, NSW and soon evolved into a three day event. It is now considered to be one the nation’s largest winter festivals and attracts a large number of visitors that travel from all over the country. Splendour in the Grass relocated to Woodford, QLD after the NSW court denied organisers permission to use a larger site at Byron Bay, NSW. ‘The Moreton Bay Regional Council and State Government have negotiated a two-year deal with Splendour, which will be expanded to three days.’ (Kellett, C 2009). Along with the move to the new grounds, organisers …show more content…

The reason I have chosen this mix of words is because people listen to the music, enjoy the time they experience at the festival, laugh at the good times they have and hopefully love it so they will return! This statement positions the event as having a fun loving, carefree atmosphere that people will enjoy. Section Two Product Strategy Splendour in the Grass is a consumer related product. Its main aim is to provide world class acts from around the globe and present an experience like no other to every person that attends. To see more clearly as to what the consumer is getting, we can break it down into three groups. Core Product – The core product is fulfilling the customer’s wants and needs. This involves the enjoyment of experiencing three days of music, arts and culture from around the globe. There are new artists every year at the festival, so there is some excitement from the consumer, in seeing an act that they have never seen perform before. Actual Product – The actual product is the tangible product that the customer purchases. This includes the ticket that they buy to enter the festival, the merchandise that they buy and the food and beverages that they consume during the event. Also this can include the travelling expenses that they incur getting to the festival and the accommodation that they stay in. Augmented Product – The augmented product can

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