The augmented product consists of other benefits and services the public get to use or purchase while at the festival. These benefits include free performance and entertainment by overseas and local bands such as Vertical Horizon and Hell's Belles from USA.

The accessibility to BeerFest Asia 2009 varies. The road to Singapore Flyer is easily accessible if visitors arrive by cars. Ample parking space is also available to those who drive. On the other hand, public transport to Singapore Flyer is a hassle. The distance from the nearest MRT at city hall is quite far and takes at least a 15 minute’s walk. Shuttle Bus service is provided, however visitors will have to pay another SGD$2 for the ride.

Other than that, what's life without good food in Singapore? The event also features local favourites such as satays and other Asian cuisines. To further enjoy your beer, fresh seafood such as oysters and prawns are also sold to the public. Authentic German pretzel from Swiss-Treats/ Swiss-Bake goes down very well with beers too. Other German specialities such as German sausages with sauerkraut and onions and other delicious hams and cold cuts are available as well.

Place
BeerFest Asia held their festival at the Singapore Flyer along the Singtel Formula 1 tracks. The atmosphere and experience created at the festival is shaped through the design of the place and the programs.

Tentage was built to provide shelter at the area. The designs of the place were a little too simple but, the area chosen by the organiser provides a good scenic backdrop of Marina Bay.

Programming
Challenges and competitions are also held at the BeerFest Asia 2009 to provide more entertainment choices for the visitors. The primary competition that was marketed is the Victoria Bitter National Arm Wrestling Championship. The competition is held over 2 days. Qualifying games are played on Saturday 2 May the finals were hosted on Sunday, 3 May. Dodgeball competitions were also held during the festival.

There are also other games that can be played at the BeerFest Asia 2009.

Facilities available at the Sports Bar are:

• Pool Table
• Air Hockey
• Foosball Table
• Pinball Machine
• Darts

A Singapore GP booth is also set up at the festival. When tickets of the F1 Singtel Grand Prix are purchased, visitors get to play on the Porsche simulator for free. The simulator gives the player an experience driving a Formula 1 car virtually on the Singapore GP map. Another way that visitors can enjoy the Porsche simulator is to pay SGD $5.

Performances from the various bands such as Vertical Horizon and local bands like Heritage and Goodfellas provided the tunes for the festival. Parties and DJ sessions were also hosted by B-yond on 30 April. It showcases DJs from United Kingdom and Singapore and it promises a mind-blowing clubbing experience.

Lastly, the organiser of the festival also ensures that the festival would be safe for everyone. The organisers strictly only allow glassware and bottles to be used in the tentage. Plastic cups are to be used outside the main tentage.

People
The hospitality and service provided by the staff of BeerFest Asia is very friendly. The service provided to the visitors offers the relaxed and friendly atmosphere that caters to their needs and wants.

Partnerships
BeerFest Asia has many partnerships with various companies. The most notably partnership is the Singapore Tourism Board (STB). STB will provide support to ensure that the festival can carry on for the next 2 years.

Other official partners include:

• CSP Production
• Timbre Music
• B-yond
• NLX Event Services
• DMC Music Centre
• Bio-Air
• DAS
• Lowe Refrigeration
• Food & Beverage Logistic

These official partners support the festival by mainly supplying services and facilities.

Official Media Partners includes:

• FHM
• Time Out Magazine
• Power 98 FM
• HungryGoWhere.com

Media Partners helps to promote the festival to the targeted market segments.

Sponsors include:

• CitiBank
• Absolut Vodka
• Grand Park City Hall
• Singapore Flyer

Promotions
Promotions refer to the full range of communication mix available. The festival is identified to use such communication mix.

1. Advertising

BeerFest Asia advertises their festival mainly through their sponsors and media partners (Radio, magazines etc)

2. Public Relation

BeerFest Asia has built great relations with the hospitality industry in Singapore. This has helped the festival to obtain favourable positive publicity of their festival to its guests.

Packaging
By hosting BeerFest Asia 2009 at the Singapore Flyer, it is already a part of their packaging efforts. However, only the "Hospitality" category's ticket holder gets to enjoy free rides on the Singapore Flyer. Other than that, there are no subsidies or other promotions that allows the visitor to visit the Singapore Flyer at a cheaper price.

All tickets (except "Hospitality" category tickets) to the events are handled by BYTES TICKETING. "Hospitality" category tickets have to be purchase by direct selling (Email the organiser) method from BeerFest Asia.

Another package available is the sale of Singtel Formula 1 2009 tickets. A booth was set up to provide another distribution channel to purchase their tickets while being at BeerFest Asia 2009. The service provided is the direct selling of tickets to the festival’s visitors.

Price
There are several different ticketing categories for purchase. Each ticketing categories are charged at a different price, have certain terms and conditions attached and may have different benefits. These benefits various from CitiBank discount to a free ride on the Singapore Flyer. Prices are ranged from SGD $10 (Concession holders - single day) to SGD$128 (Hospitality holders - only for Sat 2 May).

Each ticket in the Early Bird and At-The-Door are promised with a free beer with terms and conditions applied. Other than the mentioned ticket holders, all visitors who want to drink or sample beer have to purchase them, ranging from SGD $3 to SGD $100. Food are also sold at a slightly mark up price but it is still deem affordable.

Other external pricing will includes the cost to travel to Singapore Flyer for the festival.

Marco Polo German BierFest - Hong Kong

Product
Just like BeerFest Asia, the Marco Polo German BierFest's core product offers the opportunity to sample beers.

Similarly to BeerFest Asia, performance stage and the way the festival is packaged to the public, forms part of the tangible products. Games such as "Strong Man" and "Milking the Cow" are also lined up for the public to enjoy.

The performance by Die Notenhobler Band, an international Oktoberfest band, provides part of the augmented product. The fun atmosphere at the festival is no doubt the efforts of the band as they provide a lot of entertainment to the visitors. At the heart of the Hong Kong’s busiest city, Marco Polo Hong Kong Hotel is easily accessible. Surrounded by many major tourists attractions, visitors can be assured that the festival is within reach.

Lastly, Marco Polo German BierFest also offers authentic German dishes such as Mushroom Sausage Served with Potato Salad.

Place
The Marco Polo German Bierfest 2008 is held at the viewing platform in the Marco Polo Hongkong Hotel. This provides the festival with a spectacular view of the Victoria Harbour as their backdrop. The atmosphere and experience created is to re-create the original Oktoberfest seen in Munich, Germany.

Programming
The Marco Polo German BierFest caters to both private parties and the public. The festival has a Chinese Worship Ceremony, an Opening Night and lastly a Lufthansa Night for their sponsors.

Many games and activities are lined up for the public to enjoy and entertained. In addition, there are many drinking contests and competition such as "Strong Man" held during the festival. The Die Notenhobler Band plays various music and songs and visitors are entertained by whacky dance moves such as “Chicken Dance”.

People
The Die Notenhobler Band provides most of the fun atmosphere but the interactions between visitors play a major role as well. At the festival, everyone is enjoying themselves and is friendly towards one another. This helps to provide everyone with a pleasant evening.

Partnerships
Marco Polo Hong Kong Hotel is the host for the "Hong Kong's version" of Oktoberfest. For this festival, the organiser did not label their each individual sponsors to the different type of sponsorship packages.

These sponsors are:

• Dachser
• Becks
• Lufthansa
• Lufthansa Cargo
• Lowenbrau
• Haagaen-Daaz
• Stable International Holdings Limited
• Vittel
• Perrier
• Jagermeilter
• Leo's Fine Food Co Ltd

Promotions
Similarly to Beerfest Asia, the Marco Polo German Bierfest is identified to use such communication mix.

1. Advertising

Marco Polo German Bierfest advertises their festival through Marco Polo Hong Kong Hotel and some of its partners.

2. Public Relation

The Marco Polo German Bierfest has been around for 16 years and has been able to build on from then. Many past visitors still returns to the festival every year to recapture the atmosphere and experience at the festival.

Additionally, this festival also targets to have private parties.

3. Direct Selling

Lufthansa Night is held before the official opening of the festival. This program is given to Lufthansa as a package for sponsoring the event. Lufthansa then has the rights on whom to invite for the night. Invited guests include staffs of Air Hong Kong.
Packaging
The festival is packaged together with Marco Polo Hong Kong Hotel. As the host for the festival, tourists might want to choose the hotel as their accommodation choice instead for convenience purpose. However, from the website of Marco Polo German Bierfest, no such promotions are promoted.

However, the tickets on sale come with a free souvenir mug and a beverage depending on the age. Tickets are sold at the venue itself. No other intermediaries are known to sell the festival tickets.

Price
Tickets are only 2 different ticketing categories (Adult & Child) for purchase. Adult tickets are charged at a price of HK$99 for Sunday to Thursday and HK $180 for Friday, Saturday and Public Holiday Eve. Each category also offers different benefits. For example, adult tickets are inclusive of one beer and a Souvenir Beer Mug while child tickets are inclusive of two soft drinks.
Other external pricing will includes the cost to travel to Marco Polo Hong Kong Hotel for the festival.