Assignment 2 – Principles of Marketing – Fall 2022
Organizing an international event using e-promotion: Doha Shopping Festival 2023
Doha, capital city of Qatar, is a coastal city located in the middle of the eastern coast of the
country. It has been developing increasingly by its ambitious long-term plan, the National
Vision 2030. It’s expected to be transformed into an advanced country that’s capable of
achieving sustainable development. Capital city Doha is popular and known for its numerous
shopping centres, malls, and markets all over the city.
Doha is the perfect family-friendly destination for all the local shopping lovers in the country,
or even tourists, which gather from all around the world to explore this beautiful city. Doha
has over 20 shopping centres with different shops, restaurants, and activities for family and
friends. It’s perfect for all age groups and different people’s interests.
Additionally, Qatar is hosting the FIFA World Cup 2022 which is expected and promised to
be an exceptional version of the World Cup that the world has never seen before. This
country is going to embrace all different cultures and welcome over 30 nations for a month.
In addition to making this World Cup suitable for all ages, races, and even disabled people.
Doha is
promoting and celebrating the cultural diversity
brought by the World Cup by hosting this spectacular
fashion show, the “world’s largest ever fashion show”
with music line up on the 16th of December run by
Qatar Fashion United and CR Runway.
It is exactly between the semi-final and final matches in the World Cup.
This extraordinary international show features more than 150 designers from all around the
globe at the 974-stadium brought to all the lovers of fashion.
This event is also aiming to put a spotlight on the
upcoming designers of the world.
Not only this but also, there are many other interesting
and exciting fashion events in the city, such as
exhibition shows, fashion nights, runways, and
fashion shows in Doha.
You will get to witness the attractive designer outfits
and experience the extravagant world of fashion.
Qatar welcomes everyone for the Doha Shopping Festival 2023, to explore this small yet
amazing nation, where people are generous, welcoming, and friendly. After attending the
special fashion show, don’t forget to check Qatar’s malls and shopping markets.
Here’s a list of the famous shopping malls in Qatar:
City Centre Mall: One of the oldest yet popular shopping malls in Qatar.
Mirqab Mall: shopping mall “in the heart of Doha”
Villaggio: Recognized by it’s Italian-themed interior which has over 200 stores
including numerous famous brands.
Lagoona Mall: Features attractive global and luxurious brands.
Doha Festival City: Largest operating mall in the country with a world-class
entertainment compound. Additionally, it’s the first fully certified sustainable mall in
the country.
Place Vendome Mall: Largest and one of the newest malls to open in the country with
beautiful views inside and outside. It houses a number of 580 stores including every
international fashion brand.
Ezdan Mall Al Wakra
Landmark Mall
Galeries Lafayette Doha: Ultimate outdoor shopping experience, offering luxurious
and designer fashion stores.
Mall of Qatar: Second largest mall in the country with over 500 stores.
Not to forget tourists’ favourite of all time, Souq Waqif. This old souq (street market) is an
important part of the country’s heritage. It’s located in the heart of the capital Doha. It’s one
of the oldest markets in Doha and it’s famous for its traditional markets with many outdoor
stalls, where owners put their products on display to sell them. This souq sells souvenirs,
handicrafts, and most importantly traditional clothes and garments. It’s also home to not only
traditional dishes but also many different types of cuisines.
If you’re in Doha you should also check out Lusail, a new city built for Qatar’s World Cup. It
contains the World Cup’s largest stadium “Lusail Stadium” with capacity of 80k+ spectators.
It includes entertainment districts, the Marina District, and much more. Lusail is considered a
smart, vibrant, and multicultural city that contains four islands that will soon be home to
more than 200k residents. It’s also promising for investments and tourism purposes in the
country.
Another major event that may interest shoppers, Shop Qatar. It’s an annual event that
celebrates beauty, retail, and entertainment experiences which happens around Doha
shopping malls. Also, it introduces many interesting workshops, such as jewellery workshop,
denim development workshop, and more.
a. After allowing typical shoppers to experience and explore the wonderful city of Doha
and the other interesting attractions with their different purposes, we can determine
and identify the potential customers for the Doha Shopping Festival 2023. To do that,
we could create and use targeted ads, sponsor events, and most importantly create a
survey.
Even though online shopping has completely transformed consumer market, in-person
shopping is still in the lead with almost 40% consumers making in-store purchase compared
to only 27% consumers making an online purchase at least once a week.
b. DoSF2023 sponsors:
To attract them, we can offer our sponsors incentives and form partnerships. In addition to
offering them a minimum risk solution plan.
