Evaluation of the Effective Use of Marketing Mix (8 P)

For this section, I joined the 8 P(s) into groups of 2 under Experiential and Facilitating Components.

Experiential Components:

PRODUCT & PEOPLE

There are many events who may suffer from a “product orientation”. However, Korea Festival 2008 has successfully captures the heart of many Singapore’s Korean Fanatics with almost-all its free-admission activities and opportunity to interact with the Korean. Taking the Korean Flavour Fiesta for the Start, the crowd who went are prepared to indulge in the KOREA JOURNEY – food, music & dance.

To fill the stomach of the attendees, the organiser had specially arranged some Korean Chefs to prepare a giant bowl of the traditional Korean dish – Bibimbap. It was definitely a tasteful experience for the VIPS, and the crowd, it did not take a long time before the giant bowl of Bibimbap become emptied.

(crowd queueing to collect their bowl of Bibimbap)

The staff and volunteers are also the essential ingredients in making the event a success. I can see that most of the staffs at the Flavour Fiesta are from Korea because they are all in their Traditional Korean Dress – Han Bok and they do not speak very well English. There are close interaction between the attendees and the staffs especially during demonstration.



I managed to take a shot with Free Kim-Chi Class Teacher. She was always with a sweet smile, encouraging us to sign up for the class and allowing us to taste her hand-made Kim-Chi even before the class started. During the Class, she tried very hard to answer guest’s question patiently and politely. Looking at the class, many of them left with a smile on their faces too. (:

I realised that they have deployed the Korean Volunteers/Staffs to most of the booths, rather than most Singaporean. In this way, the guests who went for the Korean Flavour Fiesta will find themselves at a Korea-orientated event. They can immersed themselved into the surrounding atmosphere.