ProductProduct encompasses all of the elements that make up Biennale 2008.
In the case of Biennale 2008, the core product would be the enjoyable, educational and inspirational experience I had. This is an intangible element of the product mix as it refers to the benefits the event gave me. For example, the Kids Biennale section triggered my emotions as it reminded me the innocence of childhood lives. Viewing the art works done by the kids reveals a smile on my face and triggered my excitement towards the event. (Refer to Appendix A for pictures) Broadening my horizons is another benefit Singapore Biennale 2008 had given me. Not only have I learnt more about the art works, I had also learnt more about the history of City Hall. It also served as a cultural exchange for me as it brings me closer to the other parts of the world like Netherlands, Malaysia, Korea, Thailand, through art works.
On the other hand, the actual product would definitely be the event itself, the art works, venue and decoration. These are the tangible benefit that helps deliver the core benefit as mentioned above. For example, what makes the field trip an enjoyable experience for me would be the ability to touch, feel and get involved with the art works. The exhibition consists of pictures, videos, short clips, statues etc that makes the whole event lively. One of the art works I find it particularly interesting would be the Blackfield, 2008 by Ben-David(UK). When we first stepped into the exhibition room, everyone was stunned by the beauty of the art piece. Shapes and forms of the “plants” are spread across the floor of the room. These plants are etched out of thin metal and are painted in colour on one side and black on the other. As we walked around the art piece, we get a different view and feeling. (Refer to Appendix B for more details on the exhibitions.)
Lastly, the augmented product of the event would definitely be the free collaterals given by the management. Augmented products are the additional features that different this event from its competitors. The free collaterals (guide and article review) helped to enhance my understanding towards Biennale 2008 and hence provided me an extra value to purchasing the event admission ticket. Also, what differentiate Biennale 2008 from other arts exhibitions would be the ability to interact with the various interesting art pieces.
Biennale Shop can also part of the product mix as it is one of the subset of the entire event. Items for sale include limited edition t-shirts, limited edition collectibles (guide) and their limited edition tote bag. These limited editions items also add to the entire product experience. People in possession of these items will feel closer to the event and their sense of identity is also strengthened.
Biennale 2008 had used the product mix to its advantage relatively well. Different forms of art pieces were presented to let the audience develop different emotions towards different art pieces. The varieties of art pieces also meet the needs of the various target markets. For example, teenagers would be interested in the more vibrant art pieces whereas art lovers would appreciate the stories behind the art works. Arts exhibitions are no longer only for arts lovers as the Kids Biennale section would definitely appeal to the kids.
However, as the event was held at City Hall, the building and monuments were decaying. The whole atmosphere was scary as we walked along the corridors as there were no lights switched on on Levels 1 and 2. As exhibitions were inside different rooms, we had to move on from one room to another very often. Sometimes we do mix up on which rooms we have not visited as we keep seeing the sign “Exhibitions continues”. After finishing the exhibitions on the right, we will have to walk back to the sign and proceed to the left. This can be really confusing which I think the management can consider improving on.
