Product Mix

The combination of products and services, whether for free or for sale, that are aimed at the needs of the target market.

It consists of three main elements- Core, tangible and augmented.

1. Core Product

Core product is the combination of service and benefits that the customer experiences. SB2008 is a showcase of the multitude of artworks and installations produced by fifty renowned international and local artists.

Therefore, the core product offered to participants is the art knowledge of appreciative understanding of contemporary arts through the visit to SB2008.

2. Tangible Product

Tangible product comprises of tangible features of a product, for example, it includes venue and seating, pricing, essential services and access, food and beverages.

2.1. Audio Guide Player

Source: http:// portableplayers.blogspot.com

Apart from the common utilizing tangible products that an art exhibition could offer, such as exhibits, benches, short guides, signage, tickets, maps and brochures, SB2008 also provides audio guide players so as to aid participants in their self-learning journey when they walk into the exhibition.

Audio guide player service is available in the three venues, which are mainly- Singapore Flyer, City Hall and South Beach Development. This provides them a better understanding of the displayed artworks.

2.2. Two-way Shuttle Service

Due to the fact that SB2008’s exhibitions are launched in various locations in Singapore, two-way shuttle service is available to provide transport to the participants, so as to bring them back and forth following the route that comprises of four stops, which are City Hall MRT – Coleman Street, Suntec City, Millenia Walk, and Singapore Flyer.

3. Augmented Product

Augmented Product comprises of additional features that differentiate an event from its competitors. It enhances the whole experience.

3.1. Audio Guide Service

As mentioned, SB2008 offers audio guide features, which brings in the objective to aid participants to gain a better understanding of the various artworks during their self-guided tours. This is considered as differentiated service and this element differentiates itself from other competitive art exhibitions such as ARTSingapore 2008 and other exhibitions held and organized by Singapore Arts Museum, as these competitors do not provide such service.

3.2. Guided Tours for dialect groups

Source: http://www.parks.sfgov.org/site/elections_page.asp?id=60436

After interviewing one of the staff in SB2008, I was told that guided tours were organized not just in English, Mandarin and Japanese, there were also guided tours in dialects such as Hokkien, Cantonese and Teochew. The objective of organizing such tours is to allow old folks, who do not understand both English and Mandarin, to have the opportunity to appreciate art, and thus, SB2008 aims not to deprive anyone in getting to know more about art, regardless of what language group they are in. This is in conjunction with their objective of raising a higher level of awareness of appreciating art in the community.

3.3. Singapore Flyer as Venue Partner

SB2008 brings in a different style of exhibition in terms of the venue. Singapore Flyer, a venue partner of SB2008, allows participants to take on a flight and enjoy the scenery while listening to the audio art piece that is inspired by Singapore Flyer and specially created for it. It brings in a whole new art experience for visitors which significantly differentiates itself from other art exhibitions.

3.4. Brand Recognition

Source: http://www.wcupa.edu/staffrec/images/trophy1.jpg

Singapore Biennale was first launched once in 2006 and brought success in terms of significant positive feedback received from international media and art critics and cumulative media value for print came up to be approximately $19,300,000.

Thus, brand recognition was already gained when SB2006 was launched. There is a high level of awareness generated among the locals in Singapore and people from overseas. SB2008 returns with a well-recognized brand, underpinned by large media coverage, therefore, a high level of enthusiastic participation is expected.

Unlike SB2008, other local art exhibitions in Singapore, such as the exhibitions held in Singapore Arts Museum, do not have the advantage of getting such global attention. They would get to gain publicity through local newsletters and journals but seldom hit the headlines of mainstream news. Thus, SB2008’s brand recognition is considered as an augmented product as it differentiates itself from other local art exhibitions in Singapore.

Evaluation

Product Mix is effectively used to its advantage.

Especially when zooming into partnership with Singapore Flyer as an augmented product, being able to collaborate with Singapore Flyer is a big advantage, as Singapore Flyer helps drawing more visitors in due to the fact that it is a new attraction. Everyone would want to try out appreciating artpiece while on flight, this whole new experience varies greatly with traditional way of appreciating art in museum.