Marketing Plan For The Rocks Festival Essay


Discuss about the Marketing Plan for the Rocks festival to be held in Sydney.



The following paper looks to focus on the various factors of making a marketing plan for a festival to be held in Sydney, Australia. This is very important to note that the marketing activities are interconnected with each other because the main purpose of the program is to draw customers and make profits. The best way to do it is selecting the target market for this festival and assessing the value of the program to be held there. The more people pour in, the more will be the profits. This has been one of the most popular festivals in that part of the country so the authority is organizing it with more pomp this time.


The background for this event can be considered to be one of the foods and drink festival. This is a festival that is focused on arranging for the coffee, tea, chocolate and spices (Haeusler, 2014). The date of this festival is on September 10 and it is celebrated between 10 am and 5 pm. This is a very enjoyable festival and mostly the young people can tend to take over this festival in large numbers. At least 1000 tourists are likely to take over this festival in very quick time. The festival takes place at the Rocks, considered as the trade centre when it was a colony.

General description of the tourist attraction

This is a very good place for the tourists and the main attractions for this area are the Circular Quay and Campbell’s Cove (Maitland & Newman, 2014). It has been noted that the tourists use to gather here and they make fun all through that mentioned time. The food stalls are put up in this area in the Museum of Contemporary Art along George Street. The tourists gather here and they celebrate this festival by eating the delicious foods and the coffee that is sold at a very cheap cost. The different kinds of foods and drinks like coffee, tea, chocolate and spices are sold in this area. The venue is a very beautiful one in the Rocks (Maitland & Newman, 2014).

Environmental force

The environmental forces work as the deciding factor in fetching the tourists to that spot years after years in succession. The macro-environmental and micro-environmental forces help to draw the people to these places like Sydney and Melbourne. The macro environmental issues can be discussed through the PEST analysis (Ho, 2014).

Political factors

  • The political stability in these places helps to attract the tourists (Almond & Verba, 2015).
  • The good governance policies by the government work as a catalyst as well.

Economic factors

  • The places like Sydney and Melbourne are quite accessible in terms of the monetary issues as well.
  • The costs for lodging and paying the fares can be handled by the guests properly.
  • The economic policies of the government have a huge impact on it as well (Ho, 2014).

Social factors

  • The social factors like the gathering of so many people together can be taken as an important factor.
  • The lifestyle brands of the target market consumers have a huge impact on it (Ho, 2014).
  • As it is a major event, many people prefer to be a part of it.

Technological factors

  • The innovation technique of the R&D technology has been quite influential (Anzoategui et al., 2016).
  • The technology of incentives has been quite interesting as well.
  • The effect of telecommunications in the venues will enable the organizers to address more guests.

Business conditions

The business conditions can be assessed by making a SWOT analysis of the situations.


  • Australia’s scenic beauty and uniqueness
  • The global recovery in the economic section is growing that dictates the growth in volume
  • The aviation sector support and transport support is also an important support for tourism industry to flourish (Grant, 2016).


  • The accommodation for the total number of people is very limited
  • The European countries attract the customers more than Australia
  • The number of hotels is not sufficient enough (Grant, 2016).


  • The Asian communities can be attracted to this festival for more popularity
  • The inbound and outbound logistics supply has to be strengthened


  • The threats of the inflation and global recession can affect the participation of people in this luxurious ceremony
  • The transport fares in airplane and train is not affordable by everyone (Grant, 2016).

Target market

The target market for this festival is the young people mostly and the people who have a great affinity with this luxurious festival and want to be present every time. These people belong to well affluent families (Thorson & Moore, 2013).

Event objective

The objectives for this event are to make the visitors enjoy the festival to the fullest and strengthen the economy of Sydney. The government of Sydney makes a huge profit by organizing this event.

Key message

The key message that can be delivered to the target audience is to make them aware of the festival and its dates and timings. The various kinds of delicious foods and drinks that are offered in this festival at such a cheaper rate are its Unique Selling Proposition (USP) itself (Kiel, 2014).


Communication channels

The communication channels that can be used here to communicate with the target audience are the internet, social media platforms and websites. The traditional communication channels will help in this matter as well (Kiel, 2014).

Message source

The message sources are the people who have been part of organizing this festival and the media. They will help to spread the messages about the expansion of this festival.

Budget, legal and ethical concerns

The budget for this festival has to be within the affordability of the guests who turn out here. The festival will take place for one day only and the costs of the operations, marketing, food services, raw materials, decorations and all other aspects have to be included in this. It can be estimated that around AU$200,000 million will be needed to cover this festival. The organizers can take the help of their sponsors to cover up this event.

All the legal frameworks regarding the event operations have to be maintained and the organizers should maintain the ethics as well (Ferrell & Fraedrich, 2015).


This paper can be concluded by saying that this event will attract a lot of guests on the day of the event so the organizers should do the marketing activities properly for it. The target audiences should be informed about these things and they should know be informed about the various facilities and advantages they will get if they turn up on that day. This will be beneficial for them and profitable for the organizers as well.


Almond, G. A., & Verba, S. (2015). The civic culture: Political attitudes and democracy in five nations. Princeton university press.

Anzoategui, D., Comin, D., Gertler, M., & Martinez, J. (2016). Endogenous Technology Adoption and R&D as Sources of Business Cycle Persistence(No. w22005). National Bureau of Economic Research.

Ferrell, O. C., & Fraedrich, J. (2015). Business ethics: Ethical decision making & cases. Nelson Education.

Grant, R. M. (2016). Contemporary Strategy Analysis Text Only. John Wiley & Sons.

Haeusler, M. H. (2014). The Sydney Vivid Festival: From Place Branding to Smart Cities. Cities of Light: Two Centuries of Urban Illumination, 144.

Ho, J. K. K. (2014). Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), 6478-6492.

Kiel, I. H. (2014). Entrepreneurial marketing.

Maitland, R., & Newman, P. (Eds.). (2014). World tourism cities: Developing tourism off the beaten track. Routledge.

Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy of persuasive voices. Psychology Press.

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