2.7 Packing and Distribution

Packaging is bundling single products and services together and selling them at a lower price than if purchased singly so that they create a perception of value. This way, customers will buy the package in order to enjoy the added value it offers. An example in the Singapore Biennale 2008 is the Singapore Flyer-Singapore Biennale collaboration. One only has present the S$10 Biennale Pass at the Singapore Flyer and top up S$21 to receive an adult ticket to the Flyer. With 31 dollars, one can enjoy the Singapore Flyer as well as visit the Biennale. A Singapore Flyer ticket otherwise if purchased alone would normally cost S$29.50.

Distribution is the way of which the tickets are sold to consumers. Tickets to the Singapore Biennale 2008 can only be purchased at ticketing booths at the 2 indoor venues. The organisers are not maximising the number of distribution channels where the tickets can sold to the public by only selling them at the venue itself.

I feel that the number of distribution channels for the tickets should be increased. The channels should be especially extended to schools since one of the main objectives of the event is to introduce Singaporeans to the appreciation of appreciation of visual art. What better way to encourage sustainable development in this area than to educate our young Singaporeans. The tickets can also be distributed at high traffic areas in towns by setting up booths to 'push' them to 'city-dwellers'.