Question 2:

Concert Safety Plan

During the peak times of covid-19 virus infection, every kind of physical gathering and activities
were halted, people weren't allowed to have a social gathering, and they couldn't get together to
hold any kind of festival. Hence for a long period, concerts, festivals, and any other cultural
activity wasn't held. However, the decreased rate and manufacturing of vaccines are making
people more immune to the severity of the infection even if they get infected with the virus.
Hence there isn't strictness present in the social gathering and the physical activities (Zaleska,
2021). However, they are not like the ones we used to have in the past; more safety rules and
regulations are required to be implemented to make the people safe and secure from viral
infection. In the following, the safety plan for the music concert under the five situational
influencers will be presented.

Physical surrounding:

The physical surrounding includes all the physical factors which can be controlled by the
companies who are handling the events. Following are the actions that will be taken under this
influence:

 To decrease the crowd in the venue, the attendees of the concerts will be reduced by 2/3.
This will create more space among the people reducing the risk (Covid venue safety,
2021).
 Safe seating will be implemented by marking the safe distance that will indicate the
distance maintenance during the concert.

Social surrounding:

The social surrounding will include the features that are associated with the social aspects of the
safety plan. Following steps will be taken under its influences:

 Social distancing: as evident from the name and has been practiced over the past year;
social distancing measures will be taken (2021). The signs will be put on the spaces
which might be very close to each other such as at the entrance and exit. This will
provide the people with safe social interactions.
Time factors:

Time factors are those aspects of the time, such as in days or dates when certain products or
services will be provided to the customers. Following are the time factors that are essential for
the safety of the customers:

 Most of the concerts are taken place from evening to midnight, however keeping the
situations in front, the time span for the concert should be cut down, and should be started
earlier than usual. Since it will be started earlier, fans will have more time, yet in the
different hours.
 Since there is no certain time at which the virus spreads faster, therefore, no certain time
limit can be given; however, with the fall of day, there are more chances that people
might not be able to identify the social distancing signs. Therefore, it should be taken into
consideration. There are many events taking place, such as a concert in Taiwan which
was started early in the evening (Moon & Xu, 2020).

Task definition:

Task definition will provide the instruction about the duties imposed on each party of the event
from musician to management and attendees:

 The musician will keep their vaccination card with them, and in case of any symptoms,
they will report to the concerned management. No such physical engagement will be
done by them, which can cause the risk of getting in contact with the virus.
 All the equipment will be sanitized, and the singers and musicians will use each other's
equipment as there are chances of getting infected even though there are no symptoms
shown.
 All the employees will be vaccinated and have their covid-19 test done. Any employees
who are affected will not be allowed to attend the concert.
 Working areas and the whole venue should be sanitized, including the stage, sitting for
the attendees, and the backstage where all the technical works are being done.
 It will be essential for the attendees to have their masks and all the safety essentials with
them, and they will follow the instruction. They will have their vaccination card with
them, and touchless tickets will be provided to them.
Antecedent's state:

Antecedents states are the momentary conditions or moods, and these are mostly associated with
the customers:

 Attendees will not create such a situation that will cause harm or any negative impact on
the other attendees.
 They will care about others, and in case of any symptoms, they will prioritize others'
health and safety.

Conclusion:

Situational influences impact the company's decisions in various ways, and they help to create
the plans by breaking them into different aspects. In this safety plan, all the proposed actions are
under the influence of these factors.
References:

Anon, 2021. Covid-19 safety plan for Gilmore events: What to know before you attend. The
Gilmore. Available at: https://www.thegilmore.org/concerts-events/festival-2022-safety/
[Accessed November 12, 2021].

Covid venue safety, 2021. Musica Viva Australia. Available at:

https://www.musicaviva.com.au/covid-venue-safety/ [Accessed November 12, 2021].

Moon, K. & Xu, A.R., 2020. What it's like to attend a concert in Taiwan during COVID-19.
Time. Available at: https://time.com/5880129/concerts-coronavirus-taiwan/ [Accessed
November 12, 2021].

Zaleska, 2021. Are concerts and events safe to attend? Cleveland Clinic. Available at:
https://health.clevelandclinic.org/is-it-safe-to-go-to-concerts-during-covid/ [Accessed
November 12, 2021].
Question 4:

Market Segmentation and Maslow's Hierarchy of Needs

Maslow's hierarchy of needs is one of the most commonly used phenomena for the product
development and segmentation of the customer based on the needs that the products will fulfill.
There are five levels of Maslow's hierarchy of needs, starting from physiological needs, safety
needs, love and belonging, esteem, and self-actualization (Mathes 1981).

Maslow's hierarchy of need's role in marketing:

For the asked scenario, the two significant needs that can be used for the creation of the
segmentation, the first need is the physiological need which includes the primary need such as
food, shelter, and water, etc. the second need is the safety need which is to have health and
personal security. Under the first need, the segmentation will be created on the population from
the working ladies group who need to have their food prepared but aren't able to take out time to
go and do groceries. The second segment will be the elderly people who have a fear of getting
infected by the virus, and they need to take care of their health.

Working ladies:

The first segment who are working ladies will be aged range from 20-50 years old working
women, and most of them are either with working partners or are single mothers who can't take
out time to do their groceries or their spouses also have a tough schedule and can't help their
partners to get vegetables and fruits for their families (Legerski and Cornwall 2010). These
families with working parents will be the first target who will have an income level from middle
level to high-income earners. Hence the need for the food will be fulfilled by this segmentation.
Maslow's hierarchy of needs will help the marketers in the company will help Hello Fresh to
create buyer personas effectively as it will determine the needs that will be targeted by the
company. Maslow's hierarchy of needs will be incorporated with the services provided by the
company and the needs of the customer to create an effective marketing strategy.

Elderly people:

The second segment will be the elderly people who are prone to the threat of getting infected by
the virus in the current pandemic. Since the rate of virus infection and the death rate were very
high in the past and there is a continuous threat present all around the world, the elderly people
were the high-risk segment in the medical area (Heid et al. 2021). Hence this age segment and
including all the other age segments were restricted to go out and have their groceries done. Most
elderly people have attendants who fulfill their needs for groceries and other household use
items. However, due to the pandemic, many of these attendants were able to serve these elderly
people (Makaroun et al., 2020). As a result, they had to suffer from the unavailability of the basic
items at their homes. Since the pandemic had most of the impact on the elderly people and going
out could cause the risk of health. Their need for health and security will be attended to by the
company. Hence these elderly people will be the second segment for the company targeted
market and marketing strategy.

Conclusion:

Maslow's hierarchy of needs is one of the most commonly used strategies to construct the need
analysis of the market and construct the effective segmentation based on the needs that their
products will fulfill for these customers. For the addressed scenario, the segments will be served
based on their physiological needs and the need for health and security. The proposed segments
will be the working ladies and elderly people. Maslow's hierarchy of needs will help the
company to create a marketing strategy based on the needs of these segments.
References:

Heid, A.R., Cartwright, F., Wilson-Genderson, M. and Pruchno, R., 2021. Challenges
experienced by older people during the initial months of the COVID-19 pandemic. The
Gerontologist, 61(1), pp.48-58.

Legerski, E.M. and Cornwall, M., 2010. Working-class job loss, gender, and the negotiation of
household labor. Gender & Society, 24(4), pp.447-474.

Makaroun, L.K., Bachrach, R.L. and Rosland, A.M., 2020. Elder abuse in the time of COVID-19
—Increased risks for older adults and their caregivers. The American Journal of Geriatric
Psychiatry, 28(8), p.876.

Mathes, E.W., 1981. Maslow's hierarchy of needs as a guide for living. Journal of Humanistic
Psychology, 21(4), pp.69-72.