Event Management

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Satish Singh-Pure Events & Solutions
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INTRODUCTION
³We
GENERATE
Quality Business Leads We
ENHANCE
Your Profile We
CREATE
New BusinessOpportunitiesEveryone Knows Us as
EVENTS´
Event marketing is growing at a rate of three times that of traditional advertising.

Thoughrelatively small compared to the major components of the marketing
communicationsmix-advertising, sales promotions and P-O-P communications-
expenditures on eventsponsorship are increasing. Corporate sponsorships in India in 2001
were estimated at$3.9 billion-with 65% of this total going to sports events and most of the
remainder spenton sponsoring entertainment tours or festival and fairs. Thousands of
companies invest insome form of event sponsorship. Defined, event marketing is a form of
brand promotionthat ties a brand to a meaningful athletic, entertainment, cultural, social or
other type of high-interest public activity. Event marketing is distinct from advertising,
sales promotion, point-of-purchase merchandising, or public relations, but it
generallyincorporates elements from all of these promotional tools. Event promotions have
anopportunity to achieve success because, unlike other forms of
marketingcommunications, events reach people when they are receptive to marketing
messages andcapture people in a relaxed atmosphere.Event marketing is growing rapidly
because it provides companies alternatives to thecluttered mass media, an ability to
segment on a local or regional basis, and opportunitiesfor reaching narrow lifestyle groups
whose consumption behavior can be linked with thelocal event. MasterCard invested an
estimated $25 million in sponsoring the nine-cityWorld Cup soccer championship in the
United States in 1994 and will likely sponsor other big events in many countries as
well.Olympics and its renowned five rings are ³the world¶s most effective property´ in
termsof marketing tools. The Olympics sell sponsorship on a local and global basis, and
everycouple of year¶s corporation¶s line up to pay as much as $50 million to be the lord of
therings. The Atlanta games in 1996 have a reported $3 billion in the bank as a result of
negotiating sponsorship, broadcast, and licensee fees.
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The Olympics represents the crème de la crème of event marketing and

corporatesponsorship. Event marketing is a lucrative game of ³what¶s in a name´, as
consumers purchase tickets and expose themselves to everything. The world of event
marketing is afast growing, high profile industry worth over $20 billion annually, and one
of the mostsuccessful marketing strategies.Event marketing integrates the corporate
sponsorship of an event with a whole range of marketing elements such as advertising,
sales promotion, and public relations.Corporations both large and small have grown this
industry at a rate of 17 percent per year, and they have achieved a high level of success.
Executive Summary
As per clause (34), ³event management´ means any service provided in relation to
planning, promotion, organizing or presentation of any arts, entertainment, business,sports
or any other event and includes any consultation provided in this regardThe current
condition of the event management companies in the city is not very wellthey are waiting
for the response of the people so that in future they can encash it. In factright now the role
of event management companies is being played by either the hotels or the amusement
parks or the community centers. In many cases newspapers work incollaboration with
private parties to organize some event.The findings of the project clearly states that the
future of event management is very bright in the city although presently its in nascent stage
but the people of Delhi havestarted accepting such events in the main line. Some such
events are like theme basedmarriages and ³Ladies Sangeet´ in the marriages. Along with
this the growing gatheringin the fashion shows and musical concerts is also
remarkable.Right now the condition of event management in Delhi is not very good. The
response of people has not been that good that it can attract any event management
company here as afull fledged service provider, it will take some time to pick up nicely.
Currently the maintarget segment of these partial or complete service providers are the
defense class peopleor the high class people have accepted these concepts much widely
then any other community.It is expected that event management industry will gear up in
Delhi in near future. Theconcept needs to be popularized, by proper media coverage. The
existing companiesshould mould their service according to the taste and preference of the
people.The scope of event management companies in Delhi is not very good. As per our
findingsand the calculations the results are not very encouraging at present. But the
projections
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help us to draw a conclusion that there is a scope for event management companies innear
future.
OBJECTIVES OF THE STUDY
Primary Objective
The main purpose of this study is to Progress and Prospects of Event

ManagementCompany in Delhi.Approach Note:-
Identify the scope in terms of the service provided by them.
y
Size of the industry in Delhi.
Study the problems faced by the event management companies.
Study the level of professionalism in the industry.
Study the type of events which are taking place.
Secondary Objective
The secondary objective of the research is to find the image of the company & how
thecompany is working for entertainment source among the customers.In brief Objectives
include-
To study the present industry trends and analyze the potential of eventmanagement
industry.
Analyzing the Market strength of different event management company
Identifying potential market for launching new product and increasing clientageof the
company.
y
Explicit feed back of customer after the deliverables of company.
Determine that how these companies promote other brands.
Identify the key players in this field.
Analyze the current market condition.
Study the size of the events in terms of budget and the gathering.
Study the level of professionalism in the industry.
rowth rate of industry.
Biggest event.
y
F
requency of events under different categories.
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Research Objective
The main objective of my study is to find the main strategies, policies used & varioussales
promotional activities of Event industry in Delhi sector.
The methodology followed for the research:
Primary research detailed discussions with event management firms and the
corporateclients. Subsequent additions were made to the interview schedule to suit the
specificevents under study.The secondary information was gathered from various
marketing journals and books onevent marketing, sales promotions and publicity. Daily
newspaper reading in order tokeep track of various kinds of events also proved helpful.The
information gathered was studied and analyzed. It reveled certain issues in eventmarketing
which need further attention and some suggestions have been given to makethe Event
Marketing industry more effective in order to utilize its full potential and bemutually
beneficial for the Event Marketing agency, the Corporate and the customer
Primary Sources
The methodology followed for the research:Primary research detailed discussions with
event management firms and the corporateclients. Subsequent additions were made to the
interview schedule to suit the specificevents under study.
Secondary Sources
The Secondary data are those, which have already been collected and being
processedthrough the statistical process.The secondary information was gathered from
various marketing journals and books onevent marketing, sales promotions and publicity.
Daily newspaper reading in order tokeep track of various kinds of events also proved
helpful.
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All this information has been collected from its
Official website of companies
www.uxevents.inwww.r2sevents.inwww.ysevents.in
Other sites such as Search engine of Google
www.eventmanagement.inwww.yahoo.comwww.scribd.comwww.juliasilvers.com/embok.
htm& other sites
Search engine of Google
Magazines such as Events in India, Advertising & Marketing.Reports in newspaper etc
NEED OF THE PROJECT
The need of the project is to study and analyses certain issues in event marketing and event
management, whichneed further attention. And some suggestions have been given to make
the Event Marketing and eventmanagement industry more effective in order to utilize its
full potential and serve the objective of an event and be mutually beneficial for the Event
agency, the Corporate and the customer.
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Introduction to Event Management
³Events are occurrence designed for marketing interests.´Philip Kotler Event management
generally means conceptualizing, meticulous planning, organizingand finally executing an
event.It is a set plan involving networking of a multimedia package, thereby achieving
theclients objectives and justifying their needs for associating with events.Events can bring
community together for purpose of fundraising, change a town or city¶simage, expand its
trade, stimulate its economy, help companies to market and introduceits product and also
for the entertainment of society. Not only do events enhance the quality of our life, they can
provide significant economic benefits. Events require a high degree of planning, a range of
skills, a lot of energy andfunds.
Keys to successful events:
OrganizationCo-operationEvent Management in India is in nascent condition till date it has

achieved only a statureof sector. Still it¶s treated as a part of entertainment industry. The
size of this sector wasmere Rs. 580 Cr in financial year 2003. The future of this sector is
very bright and itsexpected that it will grow with a growth rate of 15% to 25% and will
touch the turnover of Rs. 1400 Cr in year 2008.
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The industry is highly concentrated, the top four players occupies as much as 95% of
market share. The top four players are big MNCs, any Indian player has not achievedsuch
size and proficiency. The top four players are: -
YS Events & Promos
UX Events & Media
R2S Events & Solutions
Corporate Events
Conferences
Corporate Celebrations
Glamour Events
Celebrity Appearance
F
ashion Shows
Music Concerts and entertainment shows
Brand Events
Promotion and management of Brands
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Televised Events
Events specially created for television channels
Sports Events
ocused around a sporting event
Concept Events
(
Theme Based Events)
Concept conceived by Event Management Company
Hybrid Events
Mixture of two or more of the above
Others
Talent Banks
igh Profile Weddings, Dance Parties
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Activities in Event Management
Pre-Event Activities
Events typically have a team based environment and a project type of
organizationstructure. Thus, responsibilities are assigned to the relevant staff members in
the team for the Event. Coordination of arrangements required is divided among the team
members.Once the preliminary discussions are over, and the final concept sold to the client,
thevery first step creative conceptualizes works on the designing
Then the Project manager prepares a thorough schedule after understanding the critical
steps ad issues involved inthat particular event. External agencies such as architects and
engineering contractorsmay be consulted at this stage to understand feasibility of planned
concepts. Most eventmanagement companies have experienced production managers who
understand thefeasibility of planned concepts. Then the project manager draws up a cash
flowstatement, a budget statement and arranges budget allocation for the event.Based
upon the project requirements critical dates or deadlines are drawn up and the best
possible solution among alternatives to achieve these deadlines is chosen. The
overallcoordinator along with the sales and marketing team should ensure the completion
of overall design, models of stages, visuals, etc. with graphics included by the creative
teamwithin the prescribed deadlines and make a researched concept presentation to the
clients.At this stage, the legalities of drawing up the contract, agreements and finalization
bysigning of contracts between the event managers and clients becomes a
necessity.Keeping the feasibility in mind physical design are finalized and contractors begin
work.
ere fire, safety and insurance issues need to be taken care of. The coordinator, sales
andmarketing team then think about production of advertising promotions, brochures,
posters, etc.Logistics is another important area that needs to be given priority attention by
eventcoordinators. Logistics in events essentially involves booking of hotels, air, road, and
railtransport for the participants and event managers, arranging transportations of
material.A joint team of the concept creator and the main contractors then need to check
out thespecial-effects equipments and arrangements. At this time day-by-day tracking of
timingand finance with a feedback on possible changes i.e. increase or decrease in
expenditureon various items.
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inalization of cleaning, security, furniture (tables, seating, barricading etc.), décor

(flowers), communication (telephone), and other service hire contracts (couriers) alsotake
up the production manager¶s time at this stage. The project manager handles the progress
report and gets contingency plans drawn up. The overall coordinator has tocontinue in
touch with the client with reference to the PR, publicity, press releases, and promotion on
TV, and radio along with the public relations team. Arranging for a pressconference for the
clients, and artists, giving out invitations, passes and tickets to theevent, organizing the
reception for the press with uniforms for the hospitalityhostesses/hosts or staff at the
reception is also a major responsibility for the PR team inthe preparatory stages leading up
to the event. Damage control due to artists¶ tantrums isyet another aspect typical of this
field that the PR team needs to contend with. These haveto be tolerated and controlled to
avoid any adverse fallout.
inal visit for quality checks and control need to be made to the networking componentsto
ensure and confirm understanding. These typically include inspection of dimensions of
stage and other critical near finished models for accuracy by the production manager.The
overall coordinator along with the other team members needs to then arrange for a
briefing of site supervising staff depending on category and type of event. It is essentialthat
the entire briefing and interaction take place before the event begins. Once the eventgets
started the clients and the contractors¶ staff need to be kept away from interferingwith the
execution by the production manager and the event coordinators. Controlling the panic
reactions due to invariable last minute troubles and final tying up of all loose endsis a very
important penultimate task.The last stage in the first section involves resolution of on-site
wrangles of delivery, permission, missing orders or items, close attention to construction of
sets--askingwhether it was done correctly, supervision of installation of special effects,
objects.
During-Event Activities
During the event, softer aspects come into the focus.

F
or overall coordinator, it isimportant to pass on all credit to supervisors. Event managers

should look humble and beavailable to the clients to call on. The conceptualisers¶ efforts
should be appreciated atleast during the event. At the same time, there should be a
constant surveillances of thespecially effects, display objects and the food and beverages.
Thus monitoring is the gistof the during-event execution activity that is involved.
Photographs and other multimediarecording arrangements if so desired also need to be
taken from strategic locations.
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Post-Event Activities
Beginning with the physical task of dismantling of the sets, post-event activityalso run into
accounting and other such works.
inal accounts setting (bills to be paid onreceipt) is accompanied by explanations for

overspends. The team needs to carry out a postmortem analysis on the event and conduct
an event evaluation. Recording the photographs taken of the event in the form of a photo-
documentary helps a lot.Performance evaluation of the coordinators during the event
should be carried outimmediately so that weak points after the event can be used for
learning.
inally, theoverall coordinator should do the formality of thanking all involved for the
wholeheartedand extra efforts provided. Letters should go out to clients thanking them and
theseshould include a post-event questionnaire seeking to measure client satisfaction.
Based onthis feedback, improvements and adjustments required should be worked
upon.This theory states that the function of management can be classified into
planning,organizing, staffing, leading and controlling.
inally, the most important part of Event Management is the execution of the Event as
planned. We term this activity as Carrying-out the Event. Therefore, when we use
EventManagement, it is to denote the production of an Event.Staging an event takes more
than a wish or dream. Preparation is the key to a successfulevent.
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Event Planning
The first and foremost thing to do while planning an event is to know about the
client'sexpectations. When a client first approaches you for assigning a task, sit with him
andfind out what he wants and how he wants it. Keep in mind the fact that the client has
avery hazy idea of what he wants.
e expects you to change that hazy idea into a reality.So you first need to strike a good
rapport with him. Once you know his expectations youcan start giving your inputs. Since
you are a professional event planner he is bound to believe that you have a better
knowledge about these things and will respect your judgment.
Key Factors in Planning an Event
Check the feasibility

Is the event a good idea
Are we in the right community
Who would be the spectators
About the venue
About the media of advertising
und stream
Timing
ull time should be devoted to implementation of plans. Make sure your event does notclash
with other events.The Organizing CommitteeIt should comprise of experts in the following
streams:
Financial
Determine the sources of revenue
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Expected level of expenditure
Time gap of expenditure and revenue
Establish a system of financial accounting and control
Marketing
To attract best possible audiences

G
et sponsorship and best support possible
Operational
uide overall operation of event
Managing the technologies require
Legal
Make appropriate contracts involved in managing an event
andle lawsuits that may arise
Public Relations Teams
To handle the celebrities, if invited in the event.

To host press conferences.This team is required to take decisions from conceptualization to
completion of the event.
Facilities offered
Programs
Awards
Transport
Catering
Safety and Security
Entertainment
Anchoring and announcement

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Music and Sound system
Licensing
Publicity
Promotion
EVOLUTION OF EVENT MARKETING
rom its origins in event planning, the event marketing industry has seen great growth inthe
last five years and has consistently been one of the most effective tools that marketing
professionals have at their disposal in terms of making a tangible connection to currentand
potential customers. The increasing competitive pressures brought on byglobalization are
forcing business professionals to find new ways to engage customers. Not surprisingly,
savvy event marketing professionals are therefore focusing the majorityof their efforts and
budgetary spend on lead generation tactics such as trade shows. Whileit is important to
garner leads, marketing and specifically event marketing professionalscannot lose sight of
the fact that the sales cycle only begins at lead generation and thatcurrent and prospective
customers must also be nurtured even beyond purchase.Companies can benefit
tremendously from the deeper event marketing touch points that promote nurturing such
as proprietary conferences that provide a controlled environmentfor delivering messages
and closing business. The nurturing process will allow thecustomers to more effectively be
funneled into the subsequent stages of the sales cyclethus creating greater opportunities to
develop into repeat customers.
EVENT MARKETING
An event is a live multimedia package with a preconceived concept, customized or modified

to achieve the clients objective of reaching out and suitably influencing thesharply defined,
specially gathered target audience by providing a complete sensualexperience and an
avenue for two-way interaction.
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Fig: Events Definition In-Short
This is a diagrammatic representation of the above definition.
rom the model it isevident that an event is a package so organized has to provide, reach and
live interaction between the target audience and the client to achieve the desired
impact.Event marketing involves canvassing for clients and arranging feedback for the
creativeconcepts during and after the concept initiation so as to arrive at a customized
packagefor the client, keeping the brand values and target audience in mind. Marketing
plays animportant role in pricing and negotiations as well as identifying opportunities to
defineand retain event properties by gathering marketing intelligence with regard to
pricing,timing etc.In fact, ideally event marketing involves simultaneous canvassing and
studying the brand prints; understanding what the brand stands for, its positioning and
values, identifying thetarget audience and liaison with the creative conceptualizes to create
an event for a prefect mesh with the brand¶s personality.
EVENTS
REACH LIVE INTERACTION
Right
Communication
WITH
Live
CREATESDesired
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PUBLICITY AND PROMOTION
If one knows how to organize an event he should also know how to market it. If there
issomething very peculiar or special about the event then that main point has to
behighlighted. A product launch for example requires a sales promotion campaign either
before or after the launch. In that case the product is advertised through banners andmedia
and even door to door canvassing. Effort is taken to ensure that people sit up andtake
notice of the event. Sometimes it could be an event like an award ceremony, whichis to be
shown on television and different companies make a beeline for sponsoring their
respective products in the due course of the programme. This is the way publicity and
promotions work.
Match the Event to Your Market

Choose the kind of event that appeals to your target market suits your product¶s imageand
fits your marketing objectives.If, for example, you are looking for reach and you are selling
a low cost product withwide general appeal, sports sponsorship may be the avenue for you.
If your product is anup market one, artistic events could suit you better. If your have a
technical product,science-type sponsorships would be possibilities and if your main aim is
to be seen as agood corporate citizen, put your sponsorship money into good causes. The
Children¶s
ospital, the Red Cross or the environment, to name three, AIDS research is another one.The
meteoric history of event marketing is based in sports marketing. In fact, music andarts
represents a combined 35 percent of event spending as compared 45 percent for sports-
related events. Event marketing also continues to thrive as traditional advertisingrate
skyrocket and, really, fail to provide any guarantee of reaching a targeted audience.Event
marketing provides a cost-effective approach to making a more hard-hitting,emotional, and
tangible pitch to consumers. It also gives companies the opportunity tocross-promote
(promote with other companies that have related products or services),offer sample
products (give-always), and build strong relationship with various channelsof distribution,
such as retail outlets.Charities go out of their way to meet both their own fund-raising
needs and the profitrequirements of the firms they team up with. It is a commercial
relationship and the entire better for it. Charities need funds, and the businesses need
promotions, which show their worth in extra profit.
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HY EVENTS
1. Brand Building
Creating awareness about the launch of new products/brand
Enormous nos. of brand/product are launched every month. Similarly innumerable

newmusic albums, films, etc get released periodically. This tends to create clutter of
productlaunches. The large no. of launches also leads to need to overcome the ³ooh-yet-
another- product´ syndrome. The need to therefore catch the attention of the target
audience at thetime of launch becomes very important. Meticulously planned events for the
launch of a product/brand seldom fail to catch the attention of the target audience.
Presentation of brand description to highlight the added features of product/services
Sometimes technological changes pave the way for manufactures or service providers
toaugment their products. To convey this via traditional modes of communication to
theexisting and potential customer base may sometimes be futile. Special service camps of
exhibitions are the perfect events that provide the opportunity for a two way
interactionand error free communication.
or Example, IMTEX, the Industrial Machine ToolsExhibition, is an event used by most

machine tool manufactures to explain and highlightthe new and improved features of their
product.
Helping in rejuvenating brands during the different stages of product lifecycle
The massive amount of money that is spent during the introduction stage of products
getsdrastically reduced over time. By the time the product reaches its maturity/decline
stage,the need for cutting down the budgets associated with the media campaigns, while at
thesame time maintaining the customer base is felt. And events offer the best medium for
such a focused approach. It helps in generating feelings of brand loyalty in the
products¶end user by treating them as royally as possible.
Helping in communicating the repositioning of brands/products

Events help in repositioning exercises to be carried out successfully. In other words,events
can be designed to assist in changing beliefs about firms/products/services.
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Associating the brand personality of clients with the personality of targetmarket
Citibank is an elite bank where people do banking with pride.
ence, other premium brands would like to associate themselves with the same audience so
as to benefit fromthe rub-off effect. An exhibition-cum-sale event organized exclusively for
Citibank creditcard holders, small merchandisers get to do business with the Citibank
customers, as wellas build and maintain a premium image for themselves.
ere Citibank acts as the eventorganizer and small merchandiser¶s acts as participants so
that they can associate the personality of their products with the personality of Citibank
customers.
Creating and maintaining brand identity
Australia-based
F
oster¶s Brewing
roup¶s Asian subsidiary in its plan to launch its bear brand
oster¶s Lager in India choose the game of cricket ± in which the Aussies areknown as the
best team in the world. By becoming the official sponsors of Australiancricket team on its
India tour,
oster¶s hoped to achieve its goal of brand identity buildingand positioning itself at the
premium end of the market.Rennie Solomito, Marketing Manager for Coors Light (Beer
Company) explains that inorder to increase awareness and personality of the brand, Coors
Light tries to find thedistinguishing ³look of the leader´ in each market. Coors Light select
events that are fast paced and young minded, for example, Coors Light Silver Bullet Concert
Series featuringartists like Bryan Adams and Celin Dion.
2. Image Building
Over and above the brand identity that a company encourages, events such as The
reatEscape conceived by Mahindra and Mahindra, exclusively for the owners of their four
wheelers, the Armada, are an attempt to build a specific image of not only the corporate,
but also the product, to let owners experience the thrill of four wheel driving, M&Mcharts
out an off beat route that emphasizes the difference between normal and four wheel
driving, and lets the participant experience the high, one feels when steering andnavigating
an Armada.Coke is associated with Olympics since 1928, the rationale behind this is similar
valuesand ideologies: International peace, brotherhood, standard of excellence and fun.
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Fig : Constructing the Brand Value Chain
3. Focusing the Target Market
Helping in avoidance of clutter
Even though some events do get congested with too many advertisements, events still
provide and effective means of being spotted.
or example, Title sponsorship of a major event provides the sponsor immense benefit since
the sponsors name is mentioned alongwith the event like
ero Cup,
emina Miss India, Lux Zee Cine Awards.
Enabling interactive mode of communication
Events generally provide an opportunity for buyers and sellers to interact. They also
provide a foundation for exchange and sharing of knowledge between
professionals.Example: Bang!Linux2000, Auto Expo.Unparalleled footwear company NIKE
ensures that it sponsors those events which willgive it a chance to create an emotional tie
with the participants through onsite brandusage and product presentation.
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4. Implementation of Marketing Plan
Enabling authentic test marketing
Events bring the target audience together, thereby creating opportunity for test
marketingof products for authentic feedback. The seller can identify exactly the traits and
other characteristics that are desired.
or example, marketing events that the
rito-LayCompany used before it launched its WOW! brand of potato chips.
Enabling focused sales and communication to a captive audience
In an event the audience is more or less bound to witnessing one particular event. In sucha
situation it is very favorable for sellers to put forth their presentations without
anydiversions. Such a situation is very valuable given the ineffectiveness of
traditionalmodes of communication in holding on to the attention of the audience.
or example, Burger King wanted to reach a young demographic in the New York area,EM
G
(Event Marketing Company) helped them to create a 30-concert series at the NewYork
Palladium. Burger King received onsite signage and distribution of bounce back coupons.
Increasing customer traffic in stores
Events can be conceptualized to increase customer traffic. They can be customized tomake
available, concepts ranging from retail store specific events to mega events like oneday
international cricket tournament.
or example, Nescafe 3-in-1 treasure hunt, co-sponsored by McDonald¶s is a combined

effect in increasing the customer traffic as wellas increasing the awareness among the
upper class of the existence of new McD¶s outlets.
Enabling sales promotion
Weekly events conducted by Crossword Bookstore helps in generating more

revenueduring the weekends as compared to the revenue generated in the weekdays.
Help in relation building and PR activities
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Practitioners of this marketing function believe that event marketing campaigns have
theability to create long lasting relationships with closely targeted market
segments.Relationship building is not restricted to end user customers but also targeted
atenhancing new distributors and sales representative relations.
or example: Moksh organized by Ys Events & UX Events, is an annual technologicalfestival

held by NSCIT (Dwarka) has helped the sponsors in establishing their relationship with the
Institute and ensuring that an image of being interested is createdand nurtured.Coke is
sponsoring the Olympic since 1928. As coke does business in over 200 countries,the
Olympics give the company the opportunity to identify its product with the foremostspecial
event in the world.
Motivating the sales team
The need for interaction is not restricted to external customers only and end consumersare
not always the focus of live media exercises. This is especially popular amongst
pharmaceutical and other
MC
companies.
or Example, during the cricket world cupheld in England
SBC introduced a unique pattern of motivating the sales force byawarding them runs
instead of the traditional points system. This resulted in conversionof almost all of its
employees into sales person.
Generate immediate sales
Most events let firms install and exclusive boot and give the permission to exploit
theopportunity to merchandise. Events such as the annual limited period discount sales
fromWrangler and Van
eusen are authentic stock clearance and seconds sales aimed atgenerating immediate sales.
Generating instant publicity
An event can be designed to generate instant publicity upon the implementation of

marketing strategy. The e-commerce start up
alf.com, which wanted to sell productssuch as CDs, Books, Movies and
ames over the internet was up against major andstrong competition. The result of this
publicity stunt started the ball rolling towardsgetting this company purchased by eBay for
more than $300 million.
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Enabling market database assimilation, maintenance and updating
By keeping track of the reach and its effectiveness as well as interacting with theaudience
that actually turns up for the event, event sponsors can assimilate and authenticdatabase.
The database can be used to track various marketing trends. Events can thenhelp in
maintaining and updating the database.
ADVANTAGES OFFERED BY EVENTS
As is clear from the preceding section, use of events as a marketing communication toolnot
only take care of the problems associated with traditional media but also offer
certainadvantages because of which events are gaining importance over them. Some of
theadvantages are detailed below:1.
Events have the ability to bring together sharply defined participants since thecapacity for
a particular event is usually limited. A specific no. of the targetaudience could be invited of
enticed to buy tickets for a show especially createdfor a particular profile of the target
audience.2.
Since the audience is actively targeted, the option of control reach can beexercised and
ideal audience for narrow-casting of information can be gathered.This leads to lowering of
the media networking budgets and focusedcommunication with the specially gathered
audience. The audience that has beenspecially invited invariably is an ideal audience.3.
An event carried out professionally and cleanly is invariably a memorableexperience. The

word-of-mouth publicity that this generates is an advantage thatlingers on a long time after
the event is actually been carried out. This provides anadvantage of higher brand recall to
the client.4.
The involvement of all the senses in experiencing the event is one of the
greatestadvantages that events can offer. Events can be designed such that the audience
isactively involved in every part of the event and made to feel good. Thus, events asa live
media offer a certain amount of immediacy to the experience ± of beingthere while itµs
happening.
F
or the audience, it is undoubtedly a thrilling situation.
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5.
Live media also enables interactive communication. Live media scores over conventional
advertising in terms of reach, impact and tangible immediacy of measurement. Live media
communication is a complete sensual experience ascompared to a press advertisement or
TV/Radio commercial. This is so because of press ad is basically a flat piece of paper and a
commercial is just an audiovisualexperience. The high recall value of live media
communication is also a major factor.6.
No other media can boast of the ability to provide such massive collection of feed back
instantly as events. Being a live media, it is possible to feel and deduce thereactions of the
audience to the aim or objective that the event was conceived for.7.
Easily customizable nature of events, mean that specific traits of the localinhabitants can be
incorporated in the big picture to ensure that the event issocially and culturally in tune
with the local culture. Thus, the localization of events is very easy.8.
The advantage in terms of post-event publicity that events can offer over andabove the
paid or bartered media is the benefit associated with reports of the eventin the newspaper
and news on the electronic media.
F
or such reports there is noextra cost to be borne ± neither by the sponsor nor by the event
organizer. This isa double edged sword because, in case the event is not up to the mark or
is doggedy controversies, then the same is also reported impartially.9.
The conversion of good events into television software for future use either by thesponsors
for their commercials or by media house for programming is also aunique benefit that
events offer. Such software become products by themselvesand can be used profitability in
the future.
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Event Management in Delhi
Event Management in Delhi is not so old concept. As such very few recognized
eventmanagement companies exists here. The high profile events organized in city are
basically managed by companies working in Delhi, Pune and Mumbai.The most common
events organized here are:
Utasav
Décor India
H
andicrafts
Mela
Different Corporate Meetings
ashion Shows
Musical Concerts
Dandiya Raas
Nightlife parties
Concerts & shows

F
est & live showsEvent Management can be classified on the basis of service provided, into
two categories:
Complete:
It covers all the aspects from conceptualization to execution till clientsatisfaction feedback.
Partial:
They provide partial services like a combination of few for example lights andcatering or
music, venue and celebrities.
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Event Management is still at a personal level. There is no full- fledged eventManagement

Company working in the city, but below mentioned organizations are actingas partial or
complete service providers.
Event Management Companies
YS EVENTS & Promos

UX Events & Media
R2S EVENTS & SolutionsThey organize birthday parties, marriages and fashion shows
which are mainly for entertainment or fun purpose. They deal at both micro and macro
level there parties arestarting from few thousands to as high as 35 lakhs. The biggest event
which they havemanaged was a show worth 25 lakhs in 2009 year. If required they can call
celebritiesalso, but then the budget will touch 12-15 lakhs figure. The events that they
normallyorganize are:
Dandiya Nights.
Dance Parties.
Wedding Parties.
Club Parties.
arm Parties.
New Year Parties.
Concerts & Shows.
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Company¶s Profile
YS EVENTS & PROMOS
YS Events & Promotions, the name behind many successful open air events, galaweddings,
conferences, Parties, Massive Productions, Club Events, Artist'sPerformances, YS Events &
Promotions has a substantial reputation built over the period of
ive years in serving the national and international clients with qualityof work and total
commitment to satisfy each and every client.The Company was formed to become a one
stop solution for Events,
ospitality& Media. It is our constant endevour to serve better through path

breakingconcepts and better ideas. Our management skills are much appreciated by
theIndustry and make us even more focused for newer challenges. Our pastaccolades have
pushed us to move further expanding horizons towards higher goals.** Events (Club/Open
air)** Promotions** Road Shows** Van Promotions** Canopies Display**
F
un
ames** Music**
ilms** Entertainment** Club Openings** Theme parties** Innovative Ideas** Trade

Shows** Exhibitions
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** Product Launches** Conferences** Dealers Meet** Business Meets** Corporate Events**

Press Conferences** Showroom Opening** Ramp Show**
ashion Shows**
airs & Carnivals** Public Events & Sponsorships** Birthday Celebrations** Decorations**
WorkshopsThey properly deal in Artist Management & they have recently done few fest of
colleges.
UX Events & Media
This is a Delhi based Event Management Company. It was establishedtwo years back by
Mr.Satish Singh. Till now they use to provide complete service but now on they are
planning to provide partial services. The size of their eventsdepends upon the customer
needs and requirement. This is a five member team.The events they organize are:Concerts
& ShowsAnnual Dance Competition
ashion ShowsAnnual
unctions and Cultural Evenings of Schools and Colleges
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Celebrity Show
ootball BattlefieldClub PromotionsExhibitions Night life partiesMany moreRecently they

have done few eventsAtif Aslam at Pragati MaidanBaisakhi Carnival In D-Mall at
PitampuraAqu Regia in
arm no-2 at
ittorniMany other eventsThe biggest problems which they are facing are security system in
Delhi andentrance of the daily newspapers in the event management arena. Because of
thelack of awareness Delhi people are not looking at the event managementcompanies as a
facilitator they think its waste of money.
R2S Events & Solutions

It is a Delhi based company, but when they wish to organize any eventIn Delhi they contact
Mr. Ankur.Together they finalize the concept andwork on it. She does not have a team
working in Delhi, but has a good network and takes advantage of her contacts. She is just
associated with R2S Events
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because of her good contacts. They are mainly associated with club events & parties R2S
Events have just organized two events till now. They are:1.
ashion Show in Qash Qai at Malcha Marg.2.Aqua Regia in
arm no.2 at
ittorniThey are specialized in club & nightlife parties
Data Analysis
Based on the prior trend the expected number of events in future areapproximately 105,
out of which the probability to provide services ( partial andcomplete both) is 56% the
figure comes around to be 60 events per annum. The projections regarding the profile of
customers are as follows:The majority of customers will belong to same classes¶
professionals and businessclass. The service class will still remain ignorant to it. Looking at
the trend of emerging professional educational institutes, the event management
companiesare very optimistic.60% of the respondents said that the major problem in the
progress of the industryis lack of awareness and 40% said that getting sponsors for the
event is the biggest problem.The profile of events that takes place is still not the utility
based like productlaunch and corporate meetings its still mainly entertainment based only,
itoccupies 65% of the share of total events.Still event management companies have left one
of the major aspect of post eventcommunication which includes the media coverage and
the client satisfactionsurveys. That is the reason the companies are not able to perform
better. This alsohinders the brand building exercise of these companies.Looking at the local
preferences, the companies are not paying due attention tofacilities like catering.
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The majority of the customers are attending events like marriages, live shows andtrade
fares only. Events like product launch and utility events form a very smallsegment.The
most preferred price range is Rs. 250-500 and the mean value is Rs. 422 as per our
findings.A very less number of people prefer hiring event management companies,
thenumber is as low as 11%, but one can see that the partial outsourcing is preferred by
58% people.The sample¶s biggest constituent are professionals(43%) and the
businessclass(28%) people even then the biggest reason for the hindrance of
eventmanagement companies progress is over priced services (28%).39% of the sample
size gives more importance to overall arrangement rather thanother individual facilities,
but still people go for partial services (58%) it revealsthat the complete services are
expensive for the localites.87% of the sample size feels that the event management
industry will flourish inthe near future.Therefore we can say that though the public is
ready to accept the concept, butdue to reasons like higher expenses, poor availability and
reliability of existing players, the picture is not very rosy.But as the awareness level of
public will increase the growth of industry is boundto happen. Partial outsourcing is
popular as well as acceptable, to a greater extent,therefore it can be hoped that event
management companies as a full fledgedservice provider will emerge.Event Marketing
companies were also targeted and their response was also takenwhich added value to my
thesis.Let¶s have a look at what people feel about Event Marketing.When people were
asked what they feel about a particular company which promotes its product/service
through Event Marketing 82% of the respondentsreplied that it gives a positive impression
about the company and establishes thequality of their product/service.
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When people were asked about the reasons for which they have participated 53%replied
that the event appeared amusing which was followed by reasons like a powerful brand or
eye catching signs & banners.
Questionnaire
Annexure.1
General Public)
Name :Age :
ender :Occupation :1. Which of the following events do you attend?a)
Wedding b)
Trade farec)
Corporate eventsd)
Live showse)
Sports eventsf)
Product launch
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g)
Club2. Assuming you had a positive experience, would you be more or less inclined to
purchase a product or service after having participated in an event?a)
Product/service you have heard but not checked out yet
More likely
Less likely
Neither more nor less b)
Product/service you have never heard of
More likely
Less likely
Neither more nor lessc)
Product/service you already use
More likely
Less likely
Neither more nor less
3. What was it that got you to notice or participate in the event?
It looked like fun
I recognize the company/brand running the event
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Signs and Banners
Somebody invited me to participate

The crowd that was already taking part in the event
Others4.
ow long did you stay at the mobile event?
1-15 minutes
15-30 minutes
over 30 minutes5. Which of the following is true? After leaving the mobile event I
understood thecompany/product«
better
same
less6. Possible difficulties / drawbacks in hiring an event management companya)

Expensive b)
Availabilityc)
Reliability
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d)
Quality of work e)
Limited choicef) Less flexible7. What is the number of events organized in your city per
month?a)
1-5 b)
5-10c)
10-15d)
15-above8. Do you think event management as a profession/business will be a success in
your citya)
Yes b)
No9. Which course of action do you prefer while organizing an event?a)
Personal arrangement b)
iring event mgnt comp.c) Outsourcing
10. Possible difficulties / drawbacks in hiring an event management companya)
Expensiveb)
Availabilityc)
Reliabilityd)
Quality of worke)
Limited choice
f)
Less flexible
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Annexure.2
Company Staff)
Name :Age :
ender :Position :11. What is the number of events organized in the city per month by you
(Ys, Ux & R2S)a)
1-3 b)
3-5c)
5-10d)
More than 10e)

12. Profile of customers of event management companiesa)
Business man b)
Service classc)
Professionald)
Educational institutes13. Problems faced by the event management companiesa)
Licenses b)
Sponsorsc)
Lack of awareness
d)
Permission
14. Different types of events mostly organized by the companiesa)
Corporate Meetings b)
Product Launchc)
Promotionsd)
Marriages
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e)
airsf)
Live Showsg)
Musical Concerts
Analysis & Interpretation
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Interpretation
rom above diagram we conclude that every event has its own segment & wedding is the
biggest segment people do attend this event time to time since marriages are on regular
basis. Other events have their own taste & preferred by peoples.
hat is the Buying Behavior after a positiveexperience of an EVENT
Where,
a = Product/service you have heard but not checked out yet
8831078616693290102030405060708090
Morelikelylesslikelyneither Morelikelylesslikelyneither Morelikelylesslikelyneither a b c
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60636680913163107231814137333101020304050607080Theproduc
t/
erv
cesma
t
ched my
eres
The produc
or company wassponsor
ng anac
ti
it
y I enjoyMy fr
end
re
ti
vehad a pos
iti
veexper
enceThe even
offeredan ac
ti
it
y I cou
dpar
ti
pa
eO
her
22-29 y
r30
-44 y
45-54 y
r
55+ y
b = Product/service you have never heard of c = Product/service you already use
Interpretation
If people had a positive experience, about the event 88% are more likely to buy a product
just when they were aware of it. Surprisingly, 78% are more likely to enter into the buying
process even if it¶s a new product
Reasons for participation in any event
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Interpretation
Over all the age groups it was observed that if the product/service is of interest to
theattendees they are more likely to participate in an event. The next best reason for
participation across all age groups is the activity which the attendees enjoy.
People spend time at mobile events

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Interpretation
68% of the total respondents spend approximately 15 mins. on a mobile event and
everyless people spend over 30 mins.
hich of the following is true? After leaving themobile event I understood the
company/product«
68%8%24%
1-15 mins15-30 minsover 30 mins
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75%1%24%
better same less
Interpretation
Mobile events which demonstrate product features are more likely to generate better
understanding about a company or its product..
4
5
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Interpretation:-
rom above we can conclude that there is no relationship between

possibledifficulties/drawbacks hiring an event management and general people¶s
occupation
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Interpretation
Most of people said event management as a business/profession will be asuccess in the

city. Since it has potential.
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Key Problems
Low awareness among the people.
Conservative mentality doesn¶t allow people to accept major changes.
Lack of proper marketing and advertising by existing companies.
Proper security measures not available.
Performance of existing companies is doubtful, that is the reason, localities thatorganize

events, hire event management companies from Delhi, Mumbai andDelhi.
Cost factor influences people to take partial services from event managementcompanies.
Due to poor response and lack of cooperation from public the companies are notinterested
in expansion.
Economies of scale not available to companies, therefore big players are notinterested to
enter this city.
Service Portfolio of companies is very wide for the city.
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Recommendations
Companies need to focus on some particular kind of events that they will organize, this will
help them gain proficiency in their field, ultimately leading to cost saving.
People should be made aware about the concept through proper media coverage telling
them about the successful events and the benefits.
People should be made aware about the fact that hiring an event management company
would help them save time, efforts and cost.
Rather then looking at the press people as their competitor they must join hand with them
to share the cost and benefits also. Press people can get better exposure and provide the
companies advertisements on a lesser cost.
Due to innovative marketing tools the traditional marketing tools are redundant so Delhi’s
business class must also know that its time to switchover to the new tools like trade fares
and road shows rather then press advertising.
The charges for complete services should be reduced. As an example, for catering services
the general market price is around Rs.75 per plate, but generally companies are charging
around Rs.140 per plate. Similarly, the other services¶ charges must also be reduced up to
a viable extent

Event Management

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4

Satish Singh-Pure Events & Solutions

Quality Business Leads We

New BusinessOpportunitiesEveryone Knows Us as

Event marketing is growing at a rate of three times that of traditional advertising.

Satish Singh-Pure Events & Solutions

The Olympics represents the crème de la crème of event marketing and

Satish Singh-Pure Events & Solutions

OBJECTIVES OF THE STUDY

The main purpose of this study is to Progress and Prospects of Event

Identify the scope in terms of the service provided by them.

Study the problems faced by the event management companies.

Study the level of professionalism in the industry.

Study the type of events which are taking place.

Analyzing the Market strength of different event management company

Determine that how these companies promote other brands.

Identify the key players in this field.

Analyze the current market condition.

Study the level of professionalism in the industry.

rowth rate of industry.

requency of events under different categories.

Satish Singh-Pure Events & Solutions

The methodology followed for the research:

Satish Singh-Pure Events & Solutions

All this information has been collected from its

Official website of companies

Other sites such as Search engine of Google

Search engine of Google

Magazines such as Events in India, Advertising & Marketing.Reports in newspaper etc

NEED OF THE PROJECT

Satish Singh-Pure Events & Solutions

Introduction to Event Management

Keys to successful events:

OrganizationCo-operationEvent Management in India is in nascent condition till date it has

Satish Singh-Pure Events & Solutions

YS Events & Promos

UX Events & Media

R2S Events & Solutions

Music Concerts and entertainment shows

Promotion and management of Brands

Satish Singh-Pure Events & Solutions

Events specially created for television channels

ocused around a sporting event

Theme Based Events)

Concept conceived by Event Management Company

Mixture of two or more of the above

igh Profile Weddings, Dance Parties

Satish Singh-Pure Events & Solutions

Activities in Event Management

Satish Singh-Pure Events & Solutions

inalization of cleaning, security, furniture (tables, seating, barricading etc.), décor

During the event, softer aspects come into the focus.

or overall coordinator, it isimportant to pass on all credit to supervisors. Event managers

Satish Singh-Pure Events & Solutions

inal accounts setting (bills to be paid onreceipt) is accompanied by explanations for

Satish Singh-Pure Events & Solutions

Key Factors in Planning an Event

Check the feasibility

Are we in the right community

Who would be the spectators

About the venue

About the media of advertising

Satish Singh-Pure Events & Solutions