Event Management.docx

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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 communicationsexpenditures 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:y

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

Size of the industry in Delhi. y

Study the problems faced by the event management companies. y

Study the level of professionalism in the industry. y

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 includey

To study the present industry trends and analyze the potential of eventmanagement industry. y

Analyzing the Market strength of different event management company y

Identifying potential market for launching new product and increasing clientageof the company. y

Explicit feed back of customer after the deliverables of company. y

Determine that how these companies promote other brands. y

Identify the key players in this field. y

Analyze the current market condition. y

Study the size of the events in terms of budget and the gathering. y

Study the level of professionalism in the industry. y

G rowth rate of industry. y

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.pdfcoke.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

F 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

H 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. H 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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F 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. F 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. F 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 photodocumentary 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. F 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. F 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. H 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

F und stream Timing F 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

G uide overall operation of event

Managing the technologies require Legal

Make appropriate contracts involved in managing an event

H 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 F 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. F 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 H 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 sportsrelated 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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W 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-yetanother- 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. F 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. H 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. H 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 G roup¶s Asian subsidiary in its plan to launch its bear brand F 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, F 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 G 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. F or example, Title sponsorship of a major event provides the sponsor immense benefit since the sponsors name is mentioned alongwith the event like H ero Cup, F 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. F or example, marketing events that the F 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. F 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. F 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. F 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 F MC G companies. F or Example, during the cricket world cupheld in England H 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 H 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 H alf.com, which wanted to sell productssuch as CDs, Books, Movies and G 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

F 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.

F 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 F 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, H 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 G ames** Music** F 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** F ashion Shows** F 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 F ashion ShowsAnnual F unctions and Cultural Evenings of Schools and Colleges

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Celebrity Show F ootball BattlefieldClub PromotionsExhibitions Night life partiesMany moreRecently they have done few eventsAtif Aslam at Pragati MaidanBaisakhi Carnival In D-Mall at PitampuraAqu Regia in F arm no-2 at G 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. F ashion Show in Qash Qai at Malcha Marg.2.Aqua Regia in F arm no.2 at G 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 : G 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. H 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)

H 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 : G 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)

F airsf)

Live Showsg)

Musical Concerts Analysis & Interpretation

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Interpretation F 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. W 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 i cesma

t ched my i ¡ t eres t The produc t or company wassponsor i ng anac ti v it y I enjoyMy fr i end / re l a ti vehad a pos iti

veexper i enceThe even t offeredan ac ti v it y I cou l dpar ti c i pa t eO t her 22-29 y r30 -44 y r 45-54 y r

55+ y r 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. W 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

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Interpretation:F 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