Marketing Plan of Advent Events in Karlovac

Predmet ovoga rada je definiranje glavnih elemenata marketinškog plana manifestacije Advent u Karlovcu. Budući da nije planirana naplata ulaznica posjetiteljima, glavni izvor prihoda događanja treba biti zakup jedanaest drvenih kućica zainteresiranim ugostiteljima i trgovcima. Zbog toga je marketinški plan formuliran s ciljem uspješne realizacije zakupa. Istraživanje tržišta stoga je obuhvatilo potencijalne zakupce, poduzetnike koji se bave ugostiteljstvom i trgovinom. Rezultati istraživanja ukazuju da su namjere poduzetnika da sudjeluju u manifestaciji najviše vezane uz želju da se dodatno promoviraju, a tek potom radi ostvarivanja dodatnog prihoda. Nadalje, ovaj rad upućuje na opravdanost i mogući održivi model organiziranja adventskog događanja u Karlovcu. Analizom konkurencije utvrđeno je da su konkurentske manifestacije prvenstveno u ljetnom periodu. Budući da se manifestacija organizira prvi put, utvrđeno je da će za uspješnu provedbu biti izrazito važan imidž organizatora koji će biti u stanju uspješno pripremiti i realizirati opsežan i raznolik program. Na toj osnovi, kao sastavni dio ovoga rada, definirani su i ključni elementi marketinškog miksa za adventsko događanje u Karlovcu.The subject of this thesis is to define the main elements of the marketing plan of the Advent events in Karlovac. Since no ticket revenue is planned for the visitors, the main source of income for the event should be the lease of 11 wooden houses to interested caterers and stall keepers. That is why the marketing strategy was formulated with a view to successful lease realization. Therefore, market research encompassed potential leaseholders, entrepreneurs dealing with catering and trade. Research findings suggest that the entrepreneurs' intentions to participate in the event are closely related to the desire to be additionally promoted, and only then to generate additional revenue. Furthermore, this thesis indicates the justification and possible sustainable model of organizing Advent events in Karlovac. Competitive analysis has shown that competing events are primarily held during the summer period. Since the event is organized for the first time, it has been established that for successful realisation the image of the organizer that is able to successfully prepare and realize a comprehensive and diverse program will be of utmost importance. On this basis, as an integral part of this work, the key elements of the marketing mix for Advent events in Karlovac were defined