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October 2012 March 2013 Term Final Examination TOUR2100 Event Management

SECTION A
CASE STUDY QUESTIONS
(Answer ALL the questions in this section)

[100 Marks]

Consumer Fair is a premier expo which is undeniably the biggest and most popular consumer and trade event in the history of Brunei Darussalam. It was started in 2008 which then became an instant hit among local and foreign exhibitors especially to local visitors. Considering its overwhelming success, it has eventually become a biannual event that consistently captures the interest of both exhibitors and visitors alike not only in Brunei but also in the entire Borneo region. It has no product constrain or limitation that sets it apart from other expos. The Consumer Fair serves as the perfect platform for corporate entities and small- medium enterprises(SMEs) to introduce and showcase their latest products and/or services to both local and international markets and to create opportunities for them to study and examine there cent market trends and opportunities through business networking. The first Consumer Fair (CF1) that started the longest-running and most popular consumer series expo was incepted in January 2008. It primarily aimed at creating a platform for both local and international products and services to be introduced to the Brunei market. Considering the overwhelming success of CF1, it was decided to organise the Fair for the second time in the same year. CF2 proved to be even more successful than its predecessor, in terms of number of booths and participating countries. CF3 was a testimony that the CF is completely a unique expo primarily because of its no-productlimitation theme. This remarkably had the record for its increasing product categories featured at the Fair. CF4 had a record number of international exhibitors, proving the popularity of the CF beyond Bruneis borders. Not only countries within the Borneo region were encouraged to exhibit at the fair but also countries from other Asian and Middle East countries. The Consumer Fair Part5 (CF5) carries the record of being the first fair to record over a hundred thousand visitors over four days. It is a testimony of the Consumer Fair stability to draw in large crowds. CF6 was the first Consumer Fair to be held in a different venue which was at the BRIDEX in Jerudong. Despite that fact, the Fair was still as successful as other Consumer Fairs that were all held at the International Convention Centre. CF7 saw the Expo back in the ICC using an additional big hall to house the increasing number of exhibitors. For the first time, the Main Conference Hall, another big hall at ICC was used as an
LIMKOKWING UNIVERSITY OF CREATIVE TECHNOLOGY FACULTY OF BUSINESS MANAGEMENT & GLOBALIZATION

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October 2012 March 2013 Term Final Examination TOUR2100 Event Management

exhibition hall. CF8 was the first Consumer Fair that ran for five days, instead of four. The Consumer Fair will continue to develop as it carries the reputation of being the number one fair in Brunei Darussalam. The fair is now on its eleventh run and will mark another significant milestone in the country. The Consumer Fair Part 10 had a record of over 130,000 visitors and its Part 11 is expected to surpass these numbers. CF11 which is more bigger and better will feature around 400 booths and various local and international exhibitors will once again gather to give local shoppers great bargain.

STATISTICAL RECORDS

ABOUT THE ORGANISER


Sunlit Advertising, established in 1983, is one of the market leaders in marketing and advertising support services and products, not only in Brunei Darussalam, but in Borneo as well. Sunlit Advertising Sdn Bhd is now a trusted name that inspires confidence in its clients and customers. In the beginning, Sunlit was mainly involved in producing advertising signage. Today, its core business is mainly in providing comprehensive, all-inclusive marketing and advertising solutions and in event management. Its market leading position today is the result of many years of very careful planning, organization and relentless dedication to deliver top quality products, services and solutions. Sunlit is behind big expositions held in Brunei Darussalam, including the Consumer Fair, International Halal Products Expo, Home and Lifestyle Expo, Technology Expo, and many more. In
LIMKOKWING UNIVERSITY OF CREATIVE TECHNOLOGY FACULTY OF BUSINESS MANAGEMENT & GLOBALIZATION

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October 2012 March 2013 Term Final Examination TOUR2100 Event Management

2010, Sunlit Advertising started to organise events outside Brunei Darussalam. Sunlit successfully held the BIMP-EAGA Consumer and Trade Expo in Kota Kinabalu in August 2010 and Celcom Christmas Carnival in Kota Kinabalu and Kuching in December 2010.

SUPPORTING MINISTRIES

EVENT SUPPORTING ORGANIZATION

EVENT SPONSORS

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October 2012 March 2013 Term Final Examination TOUR2100 Event Management

ABOUT THE VENUE CF -11


Indoor Stadium Car park, Berakas

The National Indoor Stadium is situated at Berakas, a strategic location within the city of Brunei Darussalam. With less than a 5-minute drive from Brunei International Airport, a few minutes walk to the Hassanal Bolkiah National Stadium and a 5-minute drive from Bandar Seri Begawans commercial centre making it easy accessible for all visitors. With build-up of large tent structure made of high quality systems which can accommodate every type of event in utmost comfort, it will be a perfect place to host the Consumer Fair 11! Those exhibitors with demanding IT requirements can take advantage of the very latest technology. The venue allows connectivity between stands or to remote locations using high-speed internet access. The Business Centre provides a wide range of services.

EXHIBITORS' PROFILE
Consumer Fair Part 10 assures a great shopping experience with a wider range of products and services all under one roof. Visitors enjoyed great and exclusive offers from our local and international exhibitors. Most products ranging from fashion and accessories, computer and ITrelated predicts, health and beauty products, banking and insurance services to furniture and interior services can be found around the two big halls of BRIDEX where more than 300 booths are served for the visitors. the food and beverage products, at the back of BRIDEX Hall 2 as more than 100 booths will give you a lot of choices.

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The fair does not have product limitation, so everyone is enjoined to participate. Most of our exhibitors are into the following:

Food Products & Catering


Canned Foods

Agricultural Products Confectionery Meat Products Herbs & Spices Frozen & Dry Products Organic Food Products Health Food Products Beverages Bakery Honey Dairy Products Grocery Products Security Services Water Filtration Systems

Fashion & Beauty


Skin Care & Cosmetics Perfume & Toiletries Clothes, Textiles & Batik Jewellery & Accessories Shoes & Apparels Beauty & Lifestyle Products Healthcare Products Wedding Services

Home & Electrical Products

Banking

Banking & Insurance Savings Financial Services Investment Products MasterCard Interior Decoration Flooring Materials Furniture & Handicrafts Home Furnishing Wrought Iron & Roofing Electrical & Household Supplies Colour Craft Products Paint Products Car Polishing Equipment Kitchen Equipment Kitchenware

Technology
Information Technology Calligraphy Items Computer Products Education Materials Software Accounting Systems Toners

Other Products & Services


Government Agencies Airlines & Tourism Oil Products Arts / Crafts / Gift Items Baby Products
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October 2012 March 2013 Term Final Examination TOUR2100 Event Management

EXHIBITORS SURVEY RESULTS


1. Is this your first time joining the Brunei Consumer Fair? 6. Were you able to hit your desired sales target?

2. Did the fair fulfil your expectations?

7. Were the activities helpful to draw in crowds to the Fair?

3. Was the fair effective in introducing your products or services to the public?

8. Were the promotions and publicities initiated by the Organiser satisfactory to promote the Fair?

4. Were the services or facilities provided by the Organiser satisfactory?

9. Were your booth inclusive items and additional orders provided on time?

5. Were you able to meet potential partners, dealers or distributors?

10. Are you joining the next Consumer Fair?

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TESTIMONIALS
We had rented quite a few booths and the response was quite good. We were surprised that our magic scarf obtained a high demand from the public and we wish to join in the upcoming consumer fairs.

Representative of Ervis Smart Kids CO.


Source: Borneo Bulletin

I love it. I am always here whenever there is a Consumer Fair. I can see many products which I have not seen in the local market yet. Consumer Fair always gives great bargains to us. I shall continue supporting Consumer Fair.

Ang Siow Quan, Visitor


Source: Consumer Fair Survey Form

Consumer Fair encourages Bruneians to spend in their own country and no need to go overseas as the fair also brings in numerous international vendors.

Hj Mohd Zain Bte Hj Keban, Visitor


Source: Consumer Fair Survey Form

It is good that Consumer Fair is organised twice a year which is beneficial for those who cannot travel to other countries to buy goods and items that are not available in Brunei. Furthermore, it also gives opportunity for our local products to be promoted among the local consumers.

Mohd Hardie Haji Minudin, Visitor


Source: Consumer Fair Survey Form

I could see that the Consumer Fair Part 7 is better than the previous ones as it had more stalls, more products showcased and more activities for the public.

Koo San Yung, Visitor


Source: Consumer Fair Survey Form

Consumer Fair is indeed the perfect venue in promoting products and services to the public. We are happy that we can find different products just under one roof wherein we can also get good bargains.

Rohasa Udan, Visitor


Source: Consumer Fair Survey Form
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CF7 has more booths compared to the previous Consumer Fairs. It has more selections like technology products, food & beverage, household items and many more. I like the idea of having Japanese Street that sells delicious Japanese food products.

Chan Yee Fong, Visitor


Source: Consumer Fair Survey Form

This Consumer Fair 7 has many extras than the last one. I enjoyed at the fair very much. The number of booths had increased and the arrangement was alright.

Shazwina Binti Ali, Visitor


Source: Consumer Fair Survey Form

EVENT HIGHLIGHTS (From CF-5 to CF-10)

LIMKOKWING UNIVERSITY OF CREATIVE TECHNOLOGY FACULTY OF BUSINESS MANAGEMENT & GLOBALIZATION

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WINTER WONDERLAND
A Winter Wonderland was built in ICC as one of the major attractions of the Consumer Fair. A hall was transformed into a heavily decorated snow village filled with snowmen and penguins.

THEME PARK
Children and adults alike will be delighted by meeting and interacting with famous cartoon and movie characters at the Kids World theme park during the ninth Consumer Fair at the International Convention Centre in Berakas next week.

NIGHT SAFARI
The attraction that captured the interest of visitors was the indoor themepark called Night Safari. The theme park provided the unique opportunity to experience the atmosphere of a real nocturnal wild life environment. More Than 10,000 visitors stepped into the theme-park.

HELTH SCREENING
The Ministry of Health organized a Health Promotion Campaign inside the Dewan Muzakarah Hall. MOH rendered health screening and free check- ups. Hundreds of visitors took advantage of this programme.

OTHER ACTIVITIES (FROM CF-5 TO CF10)


The childrens Yellow Pages coloring contest, yoyo performances and the Brunei cyber games. The vendors also organized their own activities such as the BIBD Wish Campaign, Intimate with Stacy and the Red Bull Ladies Car Race and Red Bull Penalty Shoot-Out. The Grand Lucky Draw which every visitor had a chance to win when each of them bought ticket to enter the Mini theme park. How many cups of Indo Food instant noodles, Yellow Page Quiz, the Cutie Cutest Baby Competition . Yo-Yo competition and performance by Yo-Splinter and the ever popular Brunei Cyber Games co-organized by Ranoadidas. Ranoadidas.com featured a wide array of enticing activities in conjunction with its 8th Year Anniversary which included the Red Bull Carnival Challenge, Love Food Hate Waste Competition, Twitter Hunt, Body shops Make over for Charity, TehTarik Competition, Instagram Competition, Dart Throw and Tire Challenge, Whos Got Talent Live Audition, Dress Up Voting Competition. The Air Dry Beady Dough Contest for Children courtesy of Co-leta Trading, Peanut-EatingUsing- Chopsticks Contest by Bintang Ria Sdn Bhd, and Ice Creating Eating Competition by Kingston Beverage & Creamery Sdn Bhd.

MARKETING AND PROMOTIONS


OUTDOOR ADVERTISEMENTS

Giant prisma billboard advertisements were installed in locations such as Pusar Ulak Traffic Junction, Temporary Gadong billboards Wet Market and Kiulap Traffic Junction erected within the vici Consumer Fair venue.

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Lamp post banners were very visible in roads going to the International Convention Centre.

PRINT AND ONLINE MEDIA

News paper advertisements were published in the Brunei Press and other media publications. There we real so extensive press releases.

The Consumer Fair official website contains updated information such as its activities, exhibitors profiles, press releases, photo gallery and other useful information for both visitors and exhibitors.

Both seasoned and potential exhibitors were emailed with the electronic brochure of the Expo.

PUBLICITY ANALYSIS
Community Relations
Good community relations program offer a wide variety of benefits for the Company. For instance, it improved community relationship; gain consumers respect and enhance companys reputation. Consumer Fair is one of the biggest events in the country that bring the community together. While with the carefully managed events management, it could bring to the variety of public relations goals and objectives, which include the generation of media coverage, brand awareness, corporate entertainment and revenue generation.
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Stakeholder Relations
Quality communication can significantly influence an organizations positioning and strengthen relationships with its key asset -its stakeholders. In this case, to draw stakeholder attention, Companies has used several promotional tools to reach the public such as: Billboard -since 2010 numbers of billboard is been place up at Q-lap, Market, Pusar Ulak & Beribi Roundabout. Leaflets & Registration forms -distributed to the local and overseas exhibitors and appointed sales agents since 2010. Official Website (www.bruneiconsumerfair.com) -created to update stakeholders with the latest news and information regarding to the event. Direct Mail -invitations were sent through email with brochures attached. Personal face to face -Invitation were hand delivered to Embassies, Associations, Government office and departments, CEO and managers of companies in Brunei Darussalam Guest of Honour from Ministry of Industry and Primary Resources was invited to the opening ceremony.

Media relations
Media act as mediators in the communication process and the application of right media relations strategy bring an allowance to the Company. Company can efficiently use both print and electronic media in order to get free publicity and also in a way to show their abilities as well as offerings to their target stakeholders at minimum to zero costs. Then again, if Company is planning to use electronic media, it is very important to make sure online newsroom, forum and blogger space is easy for stakeholders especially the journalists to find. In addition, website updates should be in place with the latest event information, online services and contact details to allow for both general and media enquiries. In support of Consumer Fair, various media relations mechanism has been used to notify the public such as: Press Conference -to educate and inform the media as regardless to the event. Press Release -distributed as a references to the media and journalist. Newspaper as a media tools to inform the public as regards to the event update. Radio -to broadcast on the event matters and Radio question and answer quiz which is open to the public. Website (www.bruneiconsumerfair.com) to update the public with the latest information on the event.

QUESTIONS
1. Consumer Fair in Brunei is one of the biggest fair in Borneo Island. Do you think Consumer Fair in Brunei is a special event? Identify the characteristics of Consumer fair in Brunei. [10 Marks] page 13 2. According to this case study, there is a steady increase in visitors attendance since 2008. Analyse the possible motives of various categories of visitors who attend the consumer fair. Explain any TWO primary and secondary motives of these exhibitors and organisers. [20 Marks] Page 27

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3. The increasing popularity of the Consumer Fair leads to more complexity in the event management. Discuss the roles and responsibilities of government agencies, event organisers, supporting organisers and sponsors. [12 Marks] page 36 to 47 4. What benefits does the consumer fair bring, in social and economic terms? How effective is the balance between community involvement and the input of exhibitors in the fair? [8 Marks] Page 50 5. Consumer Fair 11 is nearing; the proposed venue for the upcoming event is indoor stadium, Berakas. Do you thing this place is feasible for the new event. Discuss the factors which need to consider while selecting the new venue. What are the other alternative locations you can suggest to the organisers for the upcoming consumer fair? [12 Marks] Page 121 6. Influencing people to come to the consumer fair is a challenging task for the organisers. What are the various marketing strategies implemented by the organisers to attract the consumers in this case study? Suggest any other TWO ways they can improve their marketing strategies in future. [10 Marks] 7. Staffing is the one of the important aspects of the success of consumer fair. What are the factors that influencing the organisers while considering the number and type of staffs required for the upcoming consumer fair? Discuss the role played by the volunteers in consumer fair in Brunei. [12 Marks] Page 205 8. Consumer events are repeat editions, so the feedback from the various stakeholders is very important to the future success of the event; organisers often use many ways to get the feedback from the consumers. From this case study evaluate the feedback received by the organisers from various exhibitors, consumers and medias and predict the success of consumer fair 11. [16 Marks] Page 220

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