Conclusion

This field trip has helped me greatly in understanding this module as I can put what I have learnt to use. By using the 8ps, I realised what STB has done to make Christmas season this year merry. By strategically holding the light-up at Orchard, STB knows that that will bring more crowds to Orchard adding on to the already busy streets. Also, it is where the shopping malls are and people will tend to walk into the shopping malls after viewing the decorations and lights. It will then increase tourism receipts and tax revenue which will boost Singapore’s economy. Viewing the light-up is free as it would be difficult to charge everyone for such an open event. However, other events held this season requires admission tickets. Plays, musicals and even clubs will earn more compared to the usual due to the influx of tourists and due to good promotion mix. Together with other companies, STB managed to programme these events such that people get to see or go to most of them. For the light-up, they have free bus tour around Orchard and the float parade along Orchard. Also, they have events in conjunction with this season, such as the Nutcracker and the Tooth Fairy musicals. Last but not least, Hitachi has been their main sponsor for many years, gaining more recognition in the process.
I feel that the marketing mix has been used effectively as with all the efforts made, we as the locals already know that such an event is happening. Also, the tourists will definitely enjoy themselves this Christmas season.