Queens Multicultural Festival of Diversity

Executive Summary: Our business is one that will be resourceful and

enjoyable for children and adults of all ages .We live in a multicultural - diverse society where we are lucky enough to experience many diverse cultures without visiting the actual countries. That's why we decided to come up with something that will cater to all these different cultures and ethnicities the make up our community. We want to create a “Multicultural Festival”. This festival will be representative of the diversity in the many countries people come from that inhibit New York. These people will sell food and products/customs of their culture, to anyone interested. There will also be entertainment and an opportunity for people to learn about the different cultures of our neighbors. It will be divided into respective continents. Asia, Africa, North America, South America, Europe, and Australia.

Environmental Analysis:

“Queens Multicultural Festival of Diversity” is an incorporated non-profit volunteer community organization, also incorporated with sponsorship and funding which provides a great means of broadening your competitive edge.  It can improve your company’s image, prestige and credibility by supporting events that your target market finds attractive. Irrespective of the size of your company, benefits that can be gained by sponsoring Queens Multicultural Festival, aside from enhancing visibility and image, include differentiating your company from competitors, helping develop closer and better relationships with your customers, both existing and potential ones, and showcasing your services and products. Heightened visibility due to positive publicity through the media is another reason for corporate sponsorship of events, especially those that attract large numbers of people like Queens Multicultural Festival of Diversity.  This can be the most effective marketing tool. Every corporate sponsor seeks the widest exposure possible in both print and electronic media to increase the visibility of the company’s products and services, and this festival will do just that on a broader scale.

The Marketing Environment:

Competitive forces: The competition in the marketing of cultural diversity is greater in New York, for we are a melting pot of cultures.

Economic forces: Positive= • Increased expenditures • Creation of employment • Increase in labor supply • Increase in standard of

living.

Negative =• Price increases during event • Failure to attract tourists • Better alternative investments • Inadequate capital • Inadequate estimation of costs of event

Political & legal force: Positive: • Enhanced international recognition of region and values • Development of skills among planners

Negative= • Economic exploitation of local population to satisfy ambitions of political elite • Distortion of true nature of event to reflect elite values • Failure to cope 

Sociocultural forces:Positive: Increase in permanent level of local interest and participation in types of activity associated with event • Strengthening of regional values and traditions Negative: Commercialization of activities which may be of a personal or private nature • Modification of nature of event or activity to accommodate tourism • Potential increase in crime • Changes in community structure • Social dislocation.

Target Market:

Everyone, Children and Adults of all Ages, all Cultures and religions!

Current Marketing Objectives and Performance:

Our objectives are simple; we would like to attract a minimum of 800 people each day for our week long event of different ethnicities and cultures that live in our community. We would like to generate a gross income solely based on ticket sales no less than $80,000. We would also like to make a net profit of no less than $20,000. We want 1000 of our visitors to be repeated visitors whether they come back the following days or they come back the following year being that we would like to make this an annual event.

SWOT Analysis:

Strengths: It is well established and respected festival. Queens is one of the most diverse communities. This will allow the Festival to be a success because a lot of people are aware and familiar with the different cultures that make up our society already. This will serve as a possible learning and interactional experience for those who are unfamiliar with the diversity of our neighbors, and want to learn.

Weaknesses: There are so many cultures to depict from. There are already existing cultural festivals.

Opportunities: This will be a window of opportunity for the diverse cultures in New York. This is a learning experience as well as an entertaining one. This Multicultural festival will also provide volunteer work, charities and an opportunity to become more aware of ones culture without going visiting that specific country. This event will give visitors the opportunity to “travel the world” without leaving the City. During the week and a half long, visitors can moved from one Pavilion to another having their passports stamped as they enter each Pavilion, just like if you were to do upon entering an actual country.

Threats: Possible threats can be weather, people who are not interested in learning about different cultures. Rival festivals that take place before our festival.

Marketing Objectives: The increment of multicultural advances and with that that

acceptance by the people of certain areas like Queens is one of the most important strength.

We should make a plan for future growth strategies with develop contingency to deal with unforeseen events.

We should consider diversifying our event plan in future to satisfy the customer by giving a new look.

We should consider surveying our current customer so that we can get a better understanding of their changing needs and desire.

Marketing Strategies:

Target market 01:Festivals are able to attract financial and in-kind support, from both domestic businesses and international corporations. Local community festivals usually rely on support from local government or local or national corporations. And while many multicultural festivals are locally-based, many still seem to be able to secure support from international corporations, particularly from countries

that are associated with the festival. Attracting international sponsors for multicultural festivals is especially meaningful, as they can greatly extend the exposure of the event, and particularly to

international audiences. Target market 02:Multicultural festivals also provide a great opportunity for sponsors to enhance their

reputation as being Community-oriented or working for the public good, which makes sponsoring a festival a sound business Move. Many businesses today include event sponsorship as part of their

corporate social responsibilities. This makes multicultural festivals important to potential domestic and international Sponsors.

Target market 03:Drawing on the local community's attention to multiculturalism, it builds a positive image for the all continents. Such a positive image is communicated to potential tourists, buyers and

consumers domestically and internationally, and has attracted sponsorship partners, these endorsements enhance the festival’s credibility and authenticity among participants.

Marketing Mix:

Products: Once inside the Pavilion, visitors are surrounded by the sights, sounds and tastes of the country in which they are visiting. Each Pavilion depicts culture of the country of origin and provides a line-up of food and entertainment that is offered throughout the the days. Interactive entertainment including dance classes and performances, storytelling, skits, fashions shows, games, music, theatre and film allows each visitor opportunity to create their own personal idea of a “great” time. There are activities in which children (The Kids Zone) participate including music, storytelling and arts and crafts. Kids Zone Highlights include:

Price: Your admission to the Queens Multicultural Festival of Diversity can be bought prior or on the day of the festival. “Passports bought in advance will be $10; Passports bought on the day of the festival will be $15. Children 12 & under are FREE when accompanied by an Adult Passport holder

Distribution: The Queens Multicultural Festival of Diversity uses direct on the spot marketing.

Promotion: Prior to the festival there will be many advertisements amongst the community, and sponsors will be able to sponsor the festival as well as advertise their involvement.

Marketing Implementation:

our festival is necessary to organize the marketing function by dividing in certain positions .The “Queens Multicultural Festival of Diversity” is made up of 15 Board of Directors – six Executive positions (Chair; Vice Chair: Vice Chair of Pavilions and Programs; Vice Chair of Marketing; Treasurer and Secretary) plus nine Directors.  The six executive positions are two-year posts.  The nine director roles are one-year terms. Additional volunteer committees support the vision and activities of the Festival.  Directors are assigned to work with one of the standing committees:

  Pavilion and Program: Volunteers and Festival Previews Administration: Passport Sales, Transit and Parking Marketing: Design and Creative, Website and Collateral Fundraising: Sponsorship Package Design, Sponsor Cultivation. each group is responsible for the decision making of their certain duties properly. for these

organized changes our festival will be more creative ad flexible . likewise these changes will overcome the current lack of diversification.

Space/Site Rental 5000Parking 1500

Security 1500

Food 1500

Service 1000

Entertainment 1000

Equipment Rental 1500

Stage 1000

Electricity/sound system 1000

Photography 500

Miscellaneous 1500

Total 17,000

Expenses Amount(in dollars)

Ticket Sales (minus complimentary tickets) 45,000Donations 20,000Sponsorships/Grants 10,000Program Ads 5000Raffle Tickets 1000Contest Tickets 1000Total 82,000

Income Amount

Net Income (Income- Expenses) $ 82,000 - $ 17,000 =$65,000

Thank you all so much for your

attention!By:Alana Kishore, Md Ruhul Quddus