event management project report

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INTRODUCTION

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We GENERATE Quality Business Leads

We ENHANCE Your Profile

We CREATE New Business Opportunities

Everyone Knows Us as EVENTS

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

Though relatively small compared to the major components of the marketing

communications mix-advertising, sales promotions and P-O-P communications-

expenditures on event sponsorship 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 spent on sponsoring entertainment tours or festival and fairs. Thousands

of companies invest in some form of event sponsorship.

Event marketing is a form of brand promotion that 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 generally incorporates elements from all of these promotional

tools.

Event promotions have an opportunity to achieve success because, unlike other forms of

marketing communications, events reach people when they are receptive to marketing

messages and capture people in a relaxed atmosphere.

Event mangement is growing rapidly because it provides companies alternatives to the

cluttered mass media, an ability to segment on a local or regional basis, and opportunities

for reaching narrow lifestyle groups whose consumption behavior can be linked with the

local event. MasterCard invested an estimated $25 million in sponsoring the nine-city

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World Cup soccer championship in the United States in 1994 and will likely sponsor

other big events in many countries as well.

Event marketing is a lucrative game of whats in a name, as consumers purchase tickets

and expose themselves to everything. The world of event marketing is a fast growing,high profile industry worth over $20 billion annually, and one of the most successful

marketing strategies.

Event management 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.

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RESEARCH

METHOLOGY

AND

OBJECTIVE

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Research Methodology

Primary research detailed discussions with customers attending corporate events.

The secondary information was gathered from various marketing journals and books on

event management, sales promotions and publicity.

The information gathered was studied and analyzed. It reveled certain issues in event

management which need further attention and some suggestions have been given to make

this industry more effective in order to utilize its full potential and be mutually beneficial

for the Event Management agency, the Corporate and the customer

Primary Sources

The methodology followed for the research:

Primary data is a data that is collected for the first time in the processing of the analysis.

We have adopted the contact questionnaire for the purpose of collecting Primary data.

Apart from this, information gathered was by personal interactions for the purpose of

analyzing the awareness of Event Management Companies in Delhi.

Secondary Sources

The Secondary data are those, which have already been collected and being processed

through the statistical process.

The secondary information was gathered from various marketing journals and

books on event marketing, sales promotions and publicitymagazines such as

Events in India, Advertising & Marketing & Reports in newspaper etc .

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OBJECTIVES OF THE STUDY

Primary Objective

The main purpose of this project is to study the Consumer perception towards Event

Management in Delhi.

This includes :-

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

Size of the industry in Delhi.

Study the problems faced by the event management companies.

Study the type of events which are taking place.

Secondary Objective

The secondary objective of the research is to find the image of the event companies in

minds of consumer & how the company is working for entertainment source among the

customers.

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RESEARCH DESIGN

A Research design is purely and simply the framework of plan for a study

that guides the collection and analysis of data. The study is intended to find

the investors preference towards various investment avenues. The study

design is descriptive in nature.

TYPE OF RESEARCH- DESCRIPTIVE RESEARCH

Descriptive study is a fact-finding investigation with adequate

interpretation. It is the simplest type of research and is more specific. Mainly

designed to gather descriptive information and provides information for

formulating more sophisticated studies.

SAMPLING DESIGN

Selection of study area: The study area is in New Delhi

Selection of the sample size: 100

SAMPLING METHOD

Convenience method of sampling is used to collect the data from the

respondents. Researchers or field workers have the freedom to choose

whomever they find, thus the name convenience. About 100 samples

were collected from New Delhi city and most of the respondents were

customers coming in to corporate and personal events.

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INDUSTRY

PROFILE

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Event Management

Events are occurrence designed for marketing interests.

Philip Kotler

Event management generally means conceptualizing, meticulous planning, organizing

and finally executing an event.

It is a set plan involving networking of a multimedia package, thereby achieving the

clients objectives and justifying their needs for associating with events.

Events can bring community together for purpose of fundraising, change a town or citys

image, expand its trade, stimulate its economy, help companies to market and introduce

its 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 and

funds.

Keys to successful events: Organization & Co-operation

Event Management in India is in nascent condition till date it has achieved only a stature

of sector. Still its treated as a part of entertainment industry. The size of this sector was

mere Rs. 1400 Cr in financial year 2010. The future of this sector is very bright and its

expected that it will grow with a growth rate of 15% to 25% and will touch the turnover

of Rs. 2000 Cr in year 2012.

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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 achieved

such size and proficiency.

The top three players are: -

YS Events & Promos

UX Events & Media

R2S Events & Solutions

Corporate Events

Conferences

Corporate Celebrations

Glamour Events

Celebrity Appearance

Fashion 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

Focused 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

High Profile Weddings, Dance Parties

Activities in Event Management

Pre-Event Activities

Events typically have a team based environment and a project type of organization

structure. 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.

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Once the preliminary discussions are over, and the final concept sold to the client, the

very first step creative conceptualizes works on the designing. Then the Project manager

prepares a thorough schedule after understanding the critical steps ad issues involved in

that particular event.

External agencies such as architects and engineering contractors may be consulted at this

stage to understand feasibility of planned concepts. Most event management companies

have experienced production managers who understand the feasibility of planned

concepts. Then the project manager draws up a cash flow statement, 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 overall

coordinator 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 team

within 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 by

signing of contracts between the event managers and clients becomes a necessity.

Keeping the feasibility in mind physical design are finalized and contractors begin work.

Here fire, safety and insurance issues need to be taken care of. The coordinator, sales and

marketing team then think about production of advertising promotions, brochures,

posters, etc.

Logistics is another important area that needs to be given priority attention by event

coordinators. Logistics in events essentially involves booking of hotels, air, road, and rail

transport 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 the

special-effects equipments and arrangements. At this time day-by-day tracking of timing

and finance with a feedback on possible changes i.e. increase or decrease in expenditure

on various items.

Finalization of cleaning, security, furniture (tables, seating, barricading etc.), dcor

(flowers), communication (telephone), and other service hire contracts (couriers) also

take up the production managers time at this stage. The project manager handles the

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progress report and gets contingency plans drawn up. The overall coordinator has to

continue 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 press

conference for the clients, and artists, giving out invitations, passes and tickets to the

event, organizing the reception for the press with uniforms for the hospitality

hostesses/hosts or staff at the reception is also a major responsibility for the PR team in

the preparatory stages leading up to the event. Damage control due to artists tantrums is

yet another aspect typical of this field that the PR team needs to contend with. These have

to be tolerated and controlled to avoid any adverse fallout.

Final visit for quality checks and control need to be made to the networking components

to 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 essential

that the entire briefing and interaction take place before the event begins. Once the event

gets started the clients and the contractors staff need to be kept away from interfering

with 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 ends

is 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--asking

whether it was done correctly, supervision of installation of special effects, objects.

During-Event Activities

During the event, softer aspects come into the focus. For overall coordinator, it isimportant to pass on all credit to supervisors. Event managers should look humble and be

available to the clients to call on. The conceptualisers efforts should be appreciated at

least during the event. At the same time, there should be a constant surveillances of the

specially effects, display objects and the food and beverages. Thus monitoring is the gist

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of the during-event execution activity that is involved. Photographs and other multimedia

recording arrangements if so desired also need to be taken from strategic locations.

Post-Event Activities

Beginning with the physical task of dismantling of the sets, post-event activity

also run into accounting and other such works. Final accounts setting (bills to be paid on

receipt) 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 out

immediately so that weak points after the event can be used for learning.

Finally, the overall coordinator should do the formality of thanking all involved

for the wholehearted and extra efforts provided. Letters should go out to clients thanking

them and these should include a post-event questionnaire seeking to measure client

satisfaction. Based on this 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.

Finally, 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 Event

Management, 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 successful

event.

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Event Planning

The first and foremost thing to do while planning an event is to know about the client's

expectations. When a client first approaches you for assigning a task, sit with him and

find out what he wants and how he wants it. Keep in mind the fact that the client has a

very hazy idea of what he wants. He 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 you

can start giving your inputs. Since you are a professional event planner he is bound tobelieve 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

Fund stream

Timing

Full time should be devoted to implementation of plans. Make sure your event does not

clash with other events.

The Organizing Committee

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It should comprise of experts in the following streams:

Financial

Determine the sources of revenue

Expected level of expenditure

Time gap of expenditure and revenue

Establish a system of financial accounting and control

Marketing

To attract best possible audiences

Get sponsorship and best support possible

Operational

Guide overall operation of event

Managing the technologies require

Legal

Make appropriate contracts involved in managing an event

Handle lawsuits that may arise

Public Relations Teams

To handle the celebrities, if invited in the event.

To host press conferences.

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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

Music and Sound system

Licensing

Publicity

Promotion

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EVOLUTION OF EVENT MARKETING

From its origins in event planning, the event marketing industry has seen great growth in

the 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 current

and potential customers.

The increasing competitive pressures brought on by globalization are forcing business

professionals to find new ways to engage customers. Not surprisingly, savvy event

marketing professionals are therefore focusing the majority of their efforts and budgetary

spend on lead generation tactics such as trade shows.

While it is important to garner leads, marketing and specifically event marketing

professionals cannot lose sight of the fact that the sales cycle only begins at lead

generation and that current 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

environment for delivering messages and closing business.

The nurturing process will allow the customers to more effectively be funneled into the

subsequent stages of the sales cycle thus creating greater opportunities to develop into

repeat customers.

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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 the

sharply defined, specially gathered target audience by providing a complete sensual

experience and an avenue for two-way interaction.

Fig: Events Definition In-Short

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EVENT

S

REACHLIVE

INTERACTION

Right

Communication

from theclient

WITH

Live

Audienc

e

CREATESDesired

Impact


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This is a diagrammatic representation of the above definition. From the model it is

evident 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 package

for the client, keeping the brand values and target audience in mind. Marketing plays an

important role in pricing and negotiations as well as identifying opportunities to define

and 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 the

target audience and liaison with the creative conceptualizes to create an event for a

prefect mesh with the brands personality.

PUBLICITY AND PROMOTION

If one knows how to organize an event he should also know how to market it. If there is

something very peculiar or special about the event then that main point has to be

highlighted. 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 and

media and even door to door canvassing. Effort is taken to ensure that people sit up and

take notice of the event. Sometimes it could be an event like an award ceremony, which

is 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 products image

and fits your marketing objectives.

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If, for example, you are looking for reach and you are selling a low cost product with

wide general appeal, sports sponsorship may be the avenue for you. If your product is an

up 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 a

good corporate citizen, put your sponsorship money into good causes.

The Childrens Hospital, 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 and

arts represents a combined 35 percent of event spending as compared 45 percent for

sports-related events. Event marketing also continues to thrive as traditional advertising

rate 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 to

cross-promote (promote with other companies that have related products or services),

offer sample products (give-always), and build strong relationship with various channels

of distribution, such as retail outlets.

Charities go out of their way to meet both their own fund-raising needs and the profit

requirements 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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WHY EVENTS

1. Brand Building

Creating awareness about the launch of new products/brand

Enormous nos. of brand/product are launched every month. Similarly

innumerable new music albums, films, etc get released periodically. This

tends to create clutter of product launches. The large no. of launches also

leads to need to overcome the ooh-yet-another-product syndrome. The

need to therefore catch the attention of the target audience at the time 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 to

augment their products. To convey this via traditional modes of communication to the

existing 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 interaction

and error free communication. For Example, IMTEX, the Industrial Machine Tools

Exhibition, is an event used by most machine tool manufactures to explain and highlight

the new and improved features of their product.

Helping in rejuvenating brands during the different stages of product life

cycle

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The massive amount of money that is spent during the introduction stage of products gets

drastically 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 the

same 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.

Associating the brand personality of clients with the personality of target

market

Citibank is an elite bank where people do banking with pride. Hence, other premium

brands would like to associate themselves with the same audience so as to benefit from

the rub-off effect. An exhibition-cum-sale event organized exclusively for Citibank credit

card holders, small merchandisers get to do business with the Citibank customers, as well

as build and maintain a premium image for themselves. Here Citibank acts as the event

organizer and small merchandisers 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 Fosters Brewing Groups Asian subsidiary in its plan to launch its bear

brand Fosters Lager in India choose the game of cricket in which the Aussies are

known as the best team in the world. By becoming the official sponsors of Australian

cricket team on its India tour, Fosters hoped to achieve its goal of brand identity building

and positioning itself at the premium end of the market.

Rennie Solomito, Marketing Manager for Coors Light (Beer Company) explains that in

order to increase awareness and personality of the brand, Coors Light tries to find the

distinguishing look of the leader in each market. Coors Light select events that are fast

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paced and young minded, for example, Coors Light Silver Bullet Concert Series featuring

artists like Bryan Adams and Celin Dion.

2. Image Building

Over and above the brand identity that a company encourages, events such as The Great

Escape 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&M

charts 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 and

navigating an Armada.

Coke is associated with Olympics since 1928, the rationale behind this is similar values

and ideologies: International peace, brotherhood, standard of excellence and fun.

Fig : Constructing the Brand Value Chain

3. Focusing the Target Market

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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. For example, Title sponsorship of a major

event provides the sponsor immense benefit since the sponsors name is mentioned alongwith the event like Hero Cup, Femina 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 will

give it a chance to create an emotional tie with the participants through onsite brand

usage and product presentation.

4. Implementation of Marketing Plan

Enabling authentic test marketing

Events bring the target audience together, thereby creating opportunity for test marketing

of products for authentic feedback. The seller can identify exactly the traits and other

characteristics that are desired. For example, marketing events that the Frito-Lay

Company 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 such

a situation it is very favorable for sellers to put forth their presentations without any

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diversions. Such a situation is very valuable given the ineffectiveness of traditional

modes of communication in holding on to the attention of the audience.

For example, Burger King wanted to reach a young demographic in the New York area,

EMG (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 to

make available, concepts ranging from retail store specific events to mega events like one

day international cricket tournament. For example, Nescafe 3-in-1 treasure hunt, co-

sponsored by McDonalds is a combined effect in increasing the customer traffic as well

as increasing the awareness among the upper class of the existence of new McDs outlets.

Enabling sales promotion

Weekly events conducted by Crossword Bookstore helps in generating more revenue

during the weekends as compared to the revenue generated in the weekdays.

Help in relation building and PR activities

Practitioners of this marketing function believe that event marketing campaigns have the

ability to create long lasting relationships with closely targeted market segments.

Relationship building is not restricted to end user customers but also targeted at

enhancing new distributors and sales representative relations.

For example: Moksh organized by Ys Events & UX Events, is an annual technological

festival 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 foremost

special event in the world.

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Motivating the sales team

The need for interaction is not restricted to external customers only and end consumers

are not always the focus of live media exercises. This is especially popular amongst

pharmaceutical and other FMCG companies. For Example, during the cricket world cupheld in England HSBC introduced a unique pattern of motivating the sales force by

awarding them runs instead of the traditional points system. This resulted in conversion

of 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 the

opportunity to merchandise. Events such as the annual limited period discount sales from

Wrangler and Van Heusen are authentic stock clearance and seconds sales aimed at

generating 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 Half.com, which wanted to sell products

such as CDs, Books, Movies and Games over the internet was up against major and

strong competition. The result of this publicity stunt started the ball rolling towards

getting this company purchased by eBay for more than $300 million.

Enabling market database assimilation, maintenance and updating

By keeping track of the reach and its effectiveness as well as interacting with the

audience that actually turns up for the event, event sponsors can assimilate and authentic

database. The database can be used to track various marketing trends. Events can thenhelp in maintaining and updating the database.

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ADVANTAGES OFFERED BY EVENTS

As is clear from the preceding section, use of events as a marketing communication tool

not only take care of the problems associated with traditional media but also offer certain

advantages because of which events are gaining importance over them. Some of the

advantages are detailed below:

1. Events have the ability to bring together sharply defined participants since the

capacity for a particular event is usually limited. A specific no. of the target

audience could be invited of enticed to buy tickets for a show especially created

for a particular profile of the target audience.

2. Since the audience is actively targeted, the option of control reach can be

exercised and ideal audience for narrow-casting of information can be gathered.

This leads to lowering of the media networking budgets and focused

communication with the specially gathered audience. The audience that has been

specially invited invariably is an ideal audience.

3. An event carried out professionally and cleanly is invariably a memorable

experience. The word-of-mouth publicity that this generates is an advantage that

lingers on a long time after the event is actually been carried out. This provides an

advantage of higher brand recall to the client.

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4. The involvement of all the senses in experiencing the event is one of the greatest

advantages that events can offer. Events can be designed such that the audience is

actively involved in every part of the event and made to feel good. Thus, events as

a live media offer a certain amount of immediacy to the experience of being

there while its happening. For the audience, it is undoubtedly a thrilling situation.

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 as

compared 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 audiovisual

experience. 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 the

reactions 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 local

inhabitants can be incorporated in the big picture to ensure that the event is

socially 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 and

above the paid or bartered media is the benefit associated with reports of the event

in the newspaper and news on the electronic media. For such reports there is no

extra cost to be borne neither by the sponsor nor by the event organizer. This is

a double edged sword because, in case the event is not up to the mark or is dogged

y controversies, then the same is also reported impartially.

9. The conversion of good events into television software for future use either by the

sponsors for their commercials or by media house for programming is also a

unique benefit that events offer. Such software become products by themselves

and can be used profitability in the future.

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WHAT IS CUSTOMER PERCEPTION?

Customer Perception is an important component of an organizations relationship with

their customers. Customer satisfaction is a mental state which results from the customers

comparison of expectations prior to a purchase with performance perception after a

purchase. Strong customer service helps an organization to reach upto customers

expectations.

Customer Perception on Service: Customer Service is the service provided in support of a

companys core products. Customer Service most often includes answering questions,taking orders, dealing with billing issues, handling complaints, and perhaps scheduling

maintenance or repairs. Customer Service can occur on site, or it can occur over the

phone or via the internet. Many companies operate customer service call centers, often

staffed around the clock. Typically there is no charge for customer service. Quality

customer service is essential to building customer relationships. It should not, however,

be confused with the services provided for sale by a company. Services tend to be more

intangible than manufactured products. There is a growing market for services and

increasing dominance of services in economies worldwide. There are generally two types

of customer expectations. The highest can be termed as desired service: the level of

service the customer hopes to receive. The threshold level of acceptable service which the

customers will accept is adequate service. Yet there is hard evidence that consumers

perceive lower quality of service overall and are less satisfied. Possible reasons may be:

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With more companies offering tiered service based on the calculated profitability of

different market segments, many customers are in fact getting less service than they have

in past.

Increasing use by companies of self-service and technology-based service is perceived

as less service because no human interaction or human personalization is provided.

Customer expectations are higher because of the excellent service they receive from

some companies. Thus they expect the same from all and are frequently disappointed.

Organizations have cut costs to the extent that they are too lean and are too understaffed

to provide quality service.

The intensely competitive job market results in less skilled people working in frontline

service jobs; talented workers soon get promoted or leave for better opportunities.

Many companies give lip service to customer focus and service quality; but they fail to

provide the training , compensation, and support needed to actually deliver quality

service.

Delivering consistent, high-quality service is not easy, yet many companies promise it.

The gaps model positions the key concepts, strategies, and decisions in services

marketing in a manner that begins with the customer and builds the organizations tasks

around what is needed to close the gap between customer expectations and perceptions.

The central focus of the gaps model is the customer gap, the difference between customer

expectations and perceptions. Firms need to close this gap- between what customers

expect and receive in order to satisfy their customers and build long term relationships

with them. To close this all important customer gap, the model suggests that four gaps-

the provider gaps- need to be closed.

The following four provider gaps, shown below are the underlying causes behind the

customer gap:

Gap 1: Not knowing what customers expect.

Gap 2: Not selecting the right service designs and standards.

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Gap 3: Not delivering to service standards.

Gap 4: Not matching performance to promises.

Event Management in Delhi

Event Management in Delhi is not so old concept. As such very few recognized event

management 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

Dcor India

Handicrafts

Mela

Different Corporate Meetings

Fashion Shows

Musical Concerts

Dandiya Raas

Nightlife parties

Concerts & shows

Fest & live shows

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Event Management can be classified on the basis of service provided, into two categories:

Complete: It covers all the aspects from conceptualization to execution till client

satisfaction feedback.

Partial: They provide partial services like a combination of few for example lights and

catering or music, venue and celebrities.

Event Management is still at a personal level. There is no full- fledged event

Management Company working in the city, but below mentioned organizations are acting

as partial or complete service providers.

Event Management Companies

YS EVENTS & Promos

UX Events & Media

R2S EVENTS & Solutions

They 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 are

starting from few thousands to as high as 35 lakhs. The biggest event which they have

managed was a show worth 25 lakhs in 2009 year. If required they can call celebrities

also, but then the budget will touch 12-15 lakhs figure. The events that they normally

organize are:

Dandiya Nights.

Dance Parties.

Wedding Parties.

Club Parties.

Farm Parties.

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New Year Parties.

Concerts & Shows.

Companys Profile

YS EVENTS & PROMOS

YS Events & Promotions, the name behind many successful open air events, gala

weddings, conferences, Parties, Massive Productions, Club Events, Artist's Performances,

YS Events & Promotions has a substantial reputation built over the period of Five years

in serving the national and international clients with quality of work and total

commitment to satisfy each and every client.

The Company was formed to become a one stop solution for Events, Hospitality &

Media. It is there constant endeavour to serve better through path breaking concepts and

better ideas. The management skills are much appreciated by the Industry and makethem even more focused for newer challenges. Past accolades have pushed them to move

further expanding horizons towards higher goals.

PROGRESS OF YS EVENTS &PROMOS

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The Y.S entertainment is India's leading events and artist Management Company with a

syndicate of more than 145 Artists, DJs, Performers, Models, Actors and Singers. They

are the finest of there kinds with an impressive list of over 116 artist night per year. Have

alliances with practically all performing and non- performing artists .

There partnerships with night clubs and super clubs have put them in the frontline of

event promoters and organizers of our order and have done numerous shows, gigs and

events all over India.Of the past year, there hospitality division has successfully launched

a night club cum restro bar Club 7 and another European Cuisine restaurant Grapes.

They also have an impressive list of Clubs, where they regularly host parties at. These

include clubs like Club Elevate- New Delhi, Capitol- New Delhi, Blue Frog- Mumbai,

Dublin- New Delhi, Enigma- Mumbai, Poison- Mumbai, Urban Edge- Bangalore, Spinn-

Bangalore to name a few.

They have now ventured into television and are successfully producing television for

Channels like NDTV, Live Media..

This management company has interest in following areas :-

** Events (Club/Open air)

** Promotions

** Road Shows

** Van Promotions

** Canopies Display

** Fun Games

** Music

** Films

** Entertainment

** Club Openings

** Theme parties

** Innovative Ideas

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** Trade Shows

** Exhibitions

** Product Launches

** Conferences

** Dealers Meet

** Business Meets

** Corporate Events

** Press Conferences

** Showroom Opening

** Ramp Show

** Fashion Shows

** Fairs & Carnivals

** Public Events & Sponsorships

** Birthday Celebrations

** Decorations

** Workshops

They properly deal in Artist Management & they have recently done few fest of colleges.

UX Events & Media

UX Events is famous and known for complete solution.

It's a team of young, creative, enthusiastic and dynamic

professionals with a sparkling stream of ideas having vast

experience in the field of Events & Entertainments. Our goal is to give each & every

event a different Meaning, Identity and a Vision with true professionalism to chart the

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roads of informative & entertaining events.

The UX Events team combines a mix of creative, technical, commercial and management

expertise with a passion for delivering creative and innovative event solutions.

This is a Delhi based Event Management Company. It was established two 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 events depends upon the customer

needs and requirement. This is a five member team. The events they organize are:

Concerts & Shows

Annual Dance Competition

Fashion Shows

Annual Functions and Cultural Evenings of Schools and Colleges

Celebrity Show

Football Battlefield

Club Promotions

Exhibitions

Night life parties

Many more

Recently they have done few events

Atif Aslam at Pragati Maidan

Baisakhi Carnival In D-Mall at Pitampura

Aqu Regia in Farm no-2 at Gittorni

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Many other events

The biggest problems which they are facing are security system in Delhi and

entrance of the daily newspapers in the event management arena. Because of the

lack of awareness Delhi people are not looking at the event management

companies as a facilitator they think its waste of money.

R2S Events & Solutions

Launched in 2000, the goal is to provide Top of the

line Weddings / Destination weddings / Corporate Events /

Private Extravanganza in India and Abroad. In a span of

10 years, with 100 + people working with them, R2S Events

has added many feathers in the cap from high end destination wedding of Rakhejas in

Jaipur to Khetans in Udaipur to Agarwals in Jodhpur, we have done it all with lot of

love, care, affection and sincerity and has come out with flying colors.

Based out of New Delhi, India, R2S Events is well known for its unusually beautiful

dcor and themes. With In-house designers and fabrication unit, R2S Events prides itself

for being a leader to the industry and being able to offer something most other companies

forget about Compassion, Personal touch and Creativity for creating Weddings /

Events of your dreams.

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R2S Events is well known for Peoples company. Its passion lies in providing Quality

service and care to its Clients and filling their planning stage with just as much joy and

excitement as the big day itself.

What they offer:

Event management services

Wedding planning and management

Theme concept, design, fabrication and execution

Entertainment Management Services for all events requiring Artist management

and DJ management

Technical requirements like sound, lights, laser and Projection systems

Other allied services

They are specialized in club & nightlife parties.

RECENT TRENDS IN EVENT MANAGEMENT INDUSTRY

Now the event attendees can ask questions to the speaker via tweets or Facebook

comments real time during an event. With the world tweeting away night and day, there

is no doubt that technology has changed our life completely. And this change is not

limited to the World Wide Web either; it is fast percolating to the other activities and

business spheres as well. As the gadgetry world over goes through a makeshift each day,

so do the businesses associated. Here we have a look at some of the technological trends

and innovations that are changing the way we think about events and event management.

An event application speaks volumes about the planners commitment to the event and

excites the attendees equally.

The Stage Show

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The drastic improvements in the Audio-Video equipments, staging and lighting

instruments have made sure that you need to make your event stand out. No more can

you pass off an event with just a great speaker. Even with the best of the content and

ingredients, you need to upgrade the stage show to make sure that the attendees are left

wonder struck. The advancements though, have made sure that this does not become a

Herculean task. So, the next time you are planning an event, make sure that you light

out the event.

Live Meetings

The barriers have been stomped down and the walls have fallen. Technology has made

sure that geographical impediments no more stop you from attending an event half way

round the world. The webinars and live meetings are the newest venues for events the

world over. Planners and event managers are going all out to accommodate their eager

attendees, wherever they may be.

The Social Explosion

Social networking sites like Facebook and Twitter have completely altered the way we

think about event promotion. Letters are antiquated and emails outdated. Nowadays, you

tweet and poke your way around the events. From creating a fan page to a social

group, there are numerous ways to announce your event to the world. And more

importantly, like everything else, you get to reach out to your target audience around the

world in real time. Discuss the event, highlights and all that excites you even before the

event takes place.

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Mobiles Applications

With the advent of the iPhones, Androids and Blackberrys, smart phone applications have

become the next-gen platform for event management. From charting an event to locating

it on the map, you can do it all on your mobile. Mobile Apps nowadays have become

advanced enough to take care of almost all your needs and it was time you acknowledged

this. The sooner we realize the future role of smart phone apps, the better it will be for

our business.

Online Event Registration Apps Just for you!!

Recently online registration for events has taken the center stage with a lot of small

players like Eventzilla. It is simple to setup custom registration forms, promote on

Facebook, send email invitations and manage cancellations in one place. Event attendees

can register online and make secure online payments.

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FINDINGS

&

ANALYSIS

Q1. Age group of people interested in event management.

Age group No. of results

25-35 14

36-45 46

46-55 23

Above 55 17

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No. of results

14%

46%

23%

17%

25-35

36-45

46-55

Above 55

Figure 1: Age group of consumers

Interpretation

We may conclude that people interested in event management are of age group 36-45 yrs.

Q2. Which of these do you prefer while organizing an event?

Preferences No. of results

Personal Arrangement 31Hiring Management Company 12

Outsourcing 57

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Figure 2: Organising an event

Interpretation

People in Delhi prefer outsourcing the events to local and hotel organisers than personal

arrangement or hiring a event company .

Q3. What are your feelings about a company that creates or sponsors events?

Preferences No. of Results

They are willing to let people try them out 11They understand peoples interests and needs 26

They are reliable and can organize events better 42

They are a waste of time and money 21

44

No. of results

31%

12%

57%

PersonalArrangement

Hiring

Management

Company

Outsourcing


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No. of Results

11%

26%

42%

21%

They are willing

to let people try

them out

They understand

peoples

interests and

needs

They are reliable

and can

organize events

better

They are a

waste of time

and money

Figure 3: Consumer Perception about Event sponsers

Interpretation

We may conclude that most of the people rely on event management companies and think

that they can organize better.

Q4. Have you ever been to events organized by event or theme planner ?


Yes 37

No 63

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37

63

0

10

20

30

40

50

60

70

No. of Results

Yes

No

Figure 4: Customers been to events organised by Event Planner

Interpretation

We can conclude that only 37% of people have been to event organized by event or theme

planners.

Q5. If yes, how satisfied were you with the event?

Preferences No of results

Very satisfied 35

Somewhat satisfied 22

Neutral 17

Somewhat dissatisfied 16

Very dissatisfied 11

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35

22

1715

11

0

5

10

15

20

25

30

35

No of results

Very satisfied

Somewhat satisfied

Neutral

Somewhat dissatisfied

Very dissatisfied

Figure 5: Graph showing Satisfaction level of costumers

Interpretation

The above graph shows that if hiring an event management company, people are satisfied

with its theme planning, coordination and services.

Q6.Which of these events did you attend?

Preferences No. of Result

Wedding 25

Trade Fair 18

Corporate event 11

Live Shows 18

Sports Events 14

Product Launch 5

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Club 9

Figure 6: Events consumers attended

Interpretation

From 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.

Q7. What are the specific highlights of the event that impressed you the most?


Decoration 19

Catering 12

Venue 11

Staging of the program 19

Theme 21

Security measures 6

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No. of Result

25%

18%

11%

18%

14%

5%9% Wedding

Trade Fair

Corporate event

Live Shows

Sports Events

Product Launch

Club


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Customer support 8

Others 4

No. of results

19%

12%

11%

19%

21%

6%

8%4%

Decoration

Catering

Venue

Staging of the

program

Theme

Security measures

Customer support

Others

Figure 7:Elements that impressed a customer the most in an event

Interpretation

From the above pie chart we may conclude that consumers notice the decoration and

theme the most. Even catering is considered as an important highlight for the wedding

event apart from decoration and theme.

Q8. Do you think event management as a profession/business will be a success in your

City?

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Yes 87

No 13


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87

13

0

10

20

30

40

50

60

7080

90

Yes No

No. of results

No. of results

Figure 8: Success rate of event management as a profession/business in

Delhi

Interpretation

Most of people said event management as a business/profession will be a success in the

city. Since it has potential.

Q9. Which of these marketing medium should be prefer to approach you in a better way?

(as a consumer)*


Through print media 20

Roadside banners 10

Television / visual media 21

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Radio 9

Website 17

Social networking sites 23

20

10

21

9

17

23

0

5

10

15

20

25

No. of Results

Through print media

Roadside banners

Television / visual media

Radio

Website

Social networking sites

Figure 9: Preferred marketing medium

Interpretation

According to the above graph, consumers prefer social networking sites and

television to attract them and and as a marketing medium.

Q10. Why would you NOT use an event management company?

Prefernces No. of results

Expensive 28

Availability 18Reliability 11

Quality of work 13

Limited choice 16

Less choice 14

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28

18

11

1316 14

0

5

10

15

20

25

30

No. of results

Expensive

Availability

Reliability

Quality of work

Limited choice

Less choice

Figure 10: Reasons for not hiring an event management company

Interpretation

From the above graph, we may conclude that hiring an event management company is a

costly affair and that is why people do not prefer using an event management company.

KEY PROBLEMS

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AND

SUGGESTIONS

Low awareness among the people.

Conservative mentality doesnt 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 that

organize events, hire event management companies from Delhi, Mumbai and

Delhi.

Cost factor influences people to take partial services from event management

companies.

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Due to poor response and lack of cooperation from public the companies are not

interested in expansion.

Economies of scale not available to companies, therefore big players are not

interested to enter this city.

Service Portfolio of companies is very wide for the city.

Suggestions

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.

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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 Delhis business class must also know that its time to switch

over 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 forcatering 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.

LIMITATIONS

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&

CONCLUSION

LIMITATIONS OF THE STUDY

1. DEMOGRAPHIC CONSTRAINTS - will be a main issue of

concern. This is due to the reason that the data collection will be

restricted to the Delhi and NCR region.

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2. DATA RELIABILITY- As the data will be collected from various

sources the accuracy of the data collected would be an area of

concern. It would be an uphill task to validate the data

consistency of the collection of that data.

3. UNAWARENESS People are unaware of the Event

management companies in Delhi

4. TIME CONSTRAINT the time duration for doing the complete

research on green marketing is very limited. Event management

is a broad topic which requires an in-depth research and

analysis. Due to the time period given for research is very limited

CONCLUSION

Event management companies allows a company to break through the

advertising clutter and target an audience by enhancing or creating

an image through an association to a particular event.

Brand awareness reinforces the product or service, and drives sales.

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Property or event, also profits, a financial partner, a supplemented

advertising budget, and added leverage.

Event management also offers companies the flexibility to reach

specific geographic and demographic audiences. It is a benefit that

allows depth of exposure, as opposed to the breadth of exposure.

As CMOs continue to face increasing financial pressures, they must

continuously provide higher levels of value, both in pure financial

terms and overall measurement of ROI.

When considering the entire sales cycle, marketing professionals must

think beyond traditional methods and bring transparency and

measurement to their activities in order to demonstrate the

fundamental value of their field. To answer this challenge, the event

marketing industry must redefine itself to recognize the power of the

brand to forge deep connections, as well as also adapt events to

contribute to branding in more sophisticated ways.

The perception of events as a form of media is quickly moving away

from standalone activities to integrated forms of communication.

These forms of communication synchronize with overall marketing

goals through new applications of techniques rooted in traditional

event marketing that project the brand more powerfully. Defining what

an organization stands for, mapping out a clear brand strategy, and

then formulating event activities that align with overall marketing

goals is the next great step in the evolution of the industry.

BIBLIOGRAPHY

BOOKS & MAGAZINES:

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1. Chaturvedi Ashutosh, 2006, Event Management: A Professional and

Development Approach, 3rd Edition, Global India Publications

2. Raj Razaq & Musgrave James,2009,Event Management and Sustainability,

7th Edition, Pearson Education.

3. Kotler Philip & Armstrong Gary, 2010, Principles of Marketing (13th Edition)

Pearson Education.

4. India today, Volume 33, Issues 27-34, Thomson Living Media India Ltd.

WEBSITES:

1. www.eventmanagement.in

2. www.uxevents.in

3. www.r2sevents.in

4. www.ysevents.in

Questionnaire

59
http://books.google.co.in/books?id=OQqMzHdPK28C&pg=PR10&dq=event+management+in+india&hl=en&ei=YRmYTf-pOMmqrAeAzMXwCw&sa=X&oi=book_result&ct=result&resnum=3&ved=0CE0Q6AEwAghttp://books.google.co.in/books?id=OQqMzHdPK28C&pg=PR10&dq=event+management+in+india&hl=en&ei=YRmYTf-pOMmqrAeAzMXwCw&sa=X&oi=book_result&ct=result&resnum=3&ved=0CE0Q6AEwAg


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I will be thankful to the respondents, if you will spare 4-5 minutes from your valuable time to

answer this questionnaire

Name :

1. Age:

25-35 yrs 36-45 yrs 46-55 yrs Above 55yrs

2. Gender: Male Female

3. Educational Qualification:

School UG PG

4. Occupation:

Student Service Business

Pensioner House-wife

5. Income Level:

Rs. 5000 Rs.15000 Rs. 15001- Rs 25000

Rs. 25001- Rs. 35000 Above Rs. 35000

ON EVENTS

Q1. Which of these do you prefer while organizing an event?

Personal arrangement

Hiring event management companies

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Outsourcing

Q2. What are your feelings about a company that creates or sponsors events?

They are willing to let people try them out

They understand peoples interests and needs

They are reliable and can organize events better

They are a waste of time and money

Q3. Have you ever been to events organized by event or theme planner ?

Yes

No

Q4. If yes, how satisfied were you with the event?

Very satisfied

Somewhat satisfied

Neutral

Somewhat dissatisfi ed

Very dissatisfied

Q5. Which of the following events do you attend?

Wedding

Trade fare

Corporate events

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Live shows

Sports events

Product launch

Club

Q6. What are the specific highlights of the event that impressed you the most?

Decoration

Catering

Venue

Staging of the program

Theme

Security measures

Customer Support

Other, Please Specify

Q7. Do you think event management as a profession/business will be a success in your

city

Yes

No

Q8. Which of these marketing medium should be prefer to approach you in a better way?

(as a consumer)*

Through print media

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Roadside banners

Television / Visual media

Radio

Website

Social networking sites ( facebook, My Space, etc )

Q9. Why would you NOT use an event management company?

Expensive

Availability

Reliability

Quality of work

Limited choice

Less flexible

Q10. Please provide comments on your overall experience with Event Management

including ideas to improve service

..

..

event management project report

Documents

Transcript of event management project report