Pricing is the combination of prices that consumers are offered to purchase the product. This strategy may be revenue oriented, operations oriented, or market based. In this case, we will look into the different admission charges offered by the SB08 to the different groups of people and see which orientation the organiser was using.

Tickets to SB08 were selling at $10 each. However it offers a reduction of 50% for full-time students, senior citizens, and children aged 3 and above. Through the pricing of the tickets, we can see that the organiser was actually not revenue oriented, but however, is market based.

It uses the differential pricing strategy, with different pricing for the various market segments. As Singapore Flyer is one of the exhibit venues, the organising committee had also packaged it within the ticket sales.

For example, if one would like to visit all the 3 payable venues, he can purchase at a price of $31. For those who do not wish to have a ride on Singapore Flyer could choose to purchase the $10 ticket. This enabled viewers to have a choice over the tickets. With the presence of a choice, people would then be interested about the event.

With the tickets selling at a low price, many did not mind of getting to the exhibits and this somehow made the event more of a “killing-time” event rather than a professional arts event.