8P- Product

It is important for an event to know what are their target market’s needs and wants, and their willingness to pay.  For AFA, the market would go for the experience of the event and concerts. As J-POP concerts are not common in Singapore, this makes it exclusive and the perceived value is much higher than before.

Photo Credits to Anime Festival Asia Facebook album

Secondly, the market will go for the exclusive merchandises such as figurines, cards and dolls. Some of these figures are specially brought into the stores and hence, will only be available during the event itself. Moreover, when different booths and stores from the different locations in Singapore come together in the same event hall, visitors will feel that it is more convenient to shop for the things they want at one go.

Photo Credits to Edmund Tan

One example would be Jeslyn Tan, 29, a sales manager who is an anime fan. She said to ‘mypaper’ that she purchased a one day ticket for the concert and she would rather spend the rest of her money on buying some of the anime merchandise. 

Besides these products, the ticketing counter provides an event brochure with an event map to help visitors find their way around the event place.

Hence, this shows us that AFA provides the visitors with products that they would need and want while they are in the event. This would lead to customer satisfaction.