Event Management Project

A Project Report on
Progress and Prospects of Event Companies

in Delhi
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY KASHMERE GATE,

DELHI-110 006
Submitted To: -
Submitted By:-
Dr.Rakesh Gupta
Satish Singh
Roll No. - 07919121707
(BBA-6th Semester )
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Satish Singh-Pure Events & Solutions 9911496206
Table of Content
Topic
Page no.
Introduction
Objective of the study

Research Methodology
5
6
Introduction of Management
Activities In Event
11
Event Planning
14
Evolution of Event Marketing 16

Event Management in Delhi
26
Company's Profile
28
Data Analysis
31
Questionnaire
33
Analysis & Interpretation
38
Keys Problem
52
Recommendations
53
INTRODUCTION
We GENERATE Quality Business Leads
We ENHANCE Your Profile
We CREATE New Business
Opportunities
Everyone Knows Us as EVENTS
Event marketing 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. Defined, 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 marketing 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
World 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 the worlds most effective property in terms
of marketing tools. The Olympics sell sponsorship on a local and global basis, and every
couple of years corporations line up to pay as much as $50 million to be the lord of the
rings. 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 crme de la crme of event marketing and corporate
sponsorship. 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 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), event 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 regard
The current condition of the event management companies in the city is not very well
they are waiting for the response of the people so that in future they can encash it. In fact
right 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 in
collaboration 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 have
started accepting such events in the main line. Some such events are like theme based
marriages and Ladies Sangeet in the marriages. Along with this the growing gathering
in 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 a
full fledged service provider, it will take some time to pick up nicely. Currently the main
target segment of these partial or complete service providers are the defense class people
or 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. The
concept needs to be popularized, by proper media coverage. The existing companies
should 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 findings
and the calculations the results are not very encouraging at present. But the projections
help us to draw a conclusion that there is a scope for event management companies in
near future.
OBJECTIVES OF THE STUDY

Primary Objective
The main purpose of this study is to Progress and Prospects of Event Management
Company in Delhi.
Approach Note: Identify the scope in terms of the service provided by them.
Size of the industry in Delhi.
Study the problems faced by the event management companies.
Study the level of professionalism in the industry.
Study the type of events which are taking place.
Secondary Objective
The secondary objective of the research is to find the image of the company & how the
company is working for entertainment source among the customers.
In brief Objectives include To study the present industry trends and analyze the potential of event
management industry.
Analyzing the Market strength of different event management company
Identifying potential market for launching new product and increasing clientage
of the company.
Explicit feed back of customer after the deliverables of company.
Determine that how these companies promote other brands.
Identify the key players in this field.
Analyze the current market condition.
Study the size of the events in terms of budget and the gathering.
Study the level of professionalism in the industry.
Growth rate of industry.
Biggest event.
Frequency of events under different categories.
Research Objective
The main objective of my study is to find the main strategies, policies used & various
sales promotional activities of Event industry in Delhi sector.
The methodology followed for the research:
Primary research detailed discussions with event management firms and the corporate
clients. Subsequent additions were made to the interview schedule to suit the specific
events under study.
The secondary information was gathered from various marketing journals and books on
event marketing, sales promotions and publicity. Daily newspaper reading in order to
keep track of various kinds of events also proved helpful.
The information gathered was studied and analyzed. It reveled certain issues in event
marketing which need further attention and some suggestions have been given to make
the Event Marketing industry more effective in order to utilize its full potential and be
mutually 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 corporate
clients. Subsequent additions were made to the interview schedule to suit the specific
events under study.
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 publicity. Daily newspaper reading in order to
keep track of various kinds of events also proved helpful.
All this information has been collected from its

Official website of companies
www.uxevents.in
www.r2sevents.in
www.ysevents.in
Other sites such as Search engine of Google
www.eventmanagement.in
www.yahoo.com
www.scribd.com
www.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, which
need further attention. And some suggestions have been given to make the Event Marketing and event
management 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.
Introduction to 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. 580 Cr in financial year 2003. 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. 1400 Cr in year 2008.
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 four 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
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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.
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.
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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
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 is
important 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
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.
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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 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
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
It 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
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.
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

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.
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.
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Desired
Impact
CREATES
EVENTS
17
REACH
LIVE INTERACTION
Right
Fig: Events Definition In-Short

Live
WITH
This is a diagrammatic
of the above
definition. From the model it is
Audience
from the representation
client
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.
Communication
Event marketing involves canvassing for clients and arranging feedback for the creative
concepts 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.
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,
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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.
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-anotherproduct 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
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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
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
paced and young minded, for example, Coors Light Silver Bullet Concert Series featuring
artists like Bryan Adams and Celin Dion.
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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
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
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event provides the sponsor immense benefit since the sponsors name is mentioned along
with 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
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 New
York Palladium. Burger King received onsite signage and distribution of bounce back
coupons.
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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, cosponsored 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 created
and 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.
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 cup
held 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
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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 then
help in maintaining and updating the database.
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
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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.
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.
25
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
26
Fest & live shows
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.
27
Farm Parties.
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 our constant endevour to serve better through path breaking
concepts and better ideas. Our management skills are much appreciated by the
Industry and make us even more focused for newer challenges. Our past
accolades have pushed us to move further expanding horizons towards higher
goals.
** Events (Club/Open air)
** Promotions
** Road Shows
** Van Promotions
28
** Canopies Display
** Fun Games
** Music
** Films
** Entertainment
** Club Openings
** Theme parties
** Innovative Ideas
** 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

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
29
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
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.
30
R2S Events & Solutions

It is a Delhi based company, but when they wish to organize any event
In Delhi they contact Mr. Ankur.Together they finalize the concept and
work 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
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.Fashion Show in Qash Qai at Malcha Marg.
2.Aqua Regia in Farm no.2 at Gittorni
They are specialized in club & nightlife parties
Data Analysis
Based on the prior trend the expected number of events in future are
approximately 105, out of which the probability to provide services ( partial and
complete 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 business
class. The service class will still remain ignorant to it. Looking at the trend of
emerging professional educational institutes, the event management companies
are very optimistic.
60% of the respondents said that the major problem in the progress of the industry
is 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 product
launch and corporate meetings its still mainly entertainment based only, it
occupies 65% of the share of total events.
31
Still event management companies have left one of the major aspect of post event
communication which includes the media coverage and the client satisfaction
surveys. That is the reason the companies are not able to perform better. This also
hinders the brand building exercise of these companies.
Looking at the local preferences, the companies are not paying due attention to
facilities like catering.
The majority of the customers are attending events like marriages, live shows and
trade fares only. Events like product launch and utility events form a very small
segment.
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, the
number is as low as 11%, but one can see that the partial outsourcing is preferred
by 58% people.
The samples biggest constituent are professionals(43%) and the business
class(28%) people even then the biggest reason for the hindrance of event
management companies progress is over priced services (28%).
39% of the sample size gives more importance to overall arrangement rather than
other individual facilities, but still people go for partial services (58%) it reveals
that the complete services are expensive for the localites.
87% of the sample size feels that the event management industry will flourish in
the near future.
Therefore we can say that though the public is ready to accept the concept, but
due 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 bound
to 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 fledged
service provider will emerge.
Event Marketing companies were also targeted and their response was also taken
which added value to my thesis.
Lets have a look at what people feel about Event Marketing.
32
When people were asked what they feel about a particular company which
promotes its product/service through Event Marketing 82% of the respondents
replied that it gives a positive impression about the company and establishes the
quality of their product/service.
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
Gender
Occupation
1. Which of the following events do you attend?

a) Wedding
b) Trade fare
c) Corporate events
33
d) Live shows
e) Sports events
f) Product launch
g) Club
2. 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

c) Product/service you already use
More likely
Less likely
34
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
Signs and Banners
Somebody invited me to participate
The crowd that was already taking part in the event
Others
4. How long did you stay at the mobile event?

1-15 minutes
15-30 minutes
over 30 minutes
5. Which of the following is true? After leaving the mobile event I understood the
company/product
better
same
less
6. Possible difficulties / drawbacks in hiring an event management company

35
a) Expensive
b) Availability
c) Reliability
d) Quality of work
e) Limited choice
f)
Less flexible
7. What is the number of events organized in your city per month?

a)
b)
c)
d)
1-5
5-10
10-15
15-above
8. Do you think event management as a profession/business will be a success in your city

a) Yes
b) No
9. Which course of action do you prefer while organizing an event?

a) Personal arrangement
b) Hiring event mgnt comp.
c) Outsourcing
10. Possible difficulties / drawbacks in hiring an event management

company
a) Expensive
b) Availability
36
c)
d)
e)
f)
Reliability
Quality of work
Limited choice
Less flexible
Annexure.2 (Company Staff)

Name
Age
Gender
Position
11. What is the number of events organized in the city per month by you (Ys, Ux & R2S)
a)
b)
c)
d)
e)
1-3
3-5
5-10
More than 10
12. Profile of customers of event management companies

a) Business man
b) Service class
c) Professional
d) Educational institutes
13. Problems faced by the event management companies
a) Licenses
b) Sponsors
c) Lack of awareness
d) Permission
14. Different types of events mostly organized by the companies
37
a)
b)
c)
d)
e)
f)
g)
Corporate Meetings
Product Launch
Promotions
Marriages
Fairs
Live Shows
Musical Concerts
Analysis & Interpretation

Which of the following events do you
attend?
38
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.
What is the Buying Behavior after a positive

experience of an EVENT
Where,
39
a = Product/service you have heard but not checked out yet

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 its a new product
Reasons for participation in any event
40
Interpretation
Over all the age groups it was observed that if the product/service is of interest to the
attendees 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
41
Interpretation
68% of the total respondents spend approximately 15 mins. on a mobile event and every
less people spend over 30 mins.
Which of the following is true? After leaving the

mobile event I understood the company/product
42
Possible difficulties / drawbacks in hiring

Interpretation
an event management company
Mobile events which demonstrate product features are more likely to generate better
understanding about a company or its product..
43
What
is the number of events organised
Interpretation:inFromthe
perthatmonth?
above city
we can conclude
there is no relationship between possible
difficulties/drawbacks hiring an event management and general peoples occupation
44
Do you think event management as a

profession/business will be a success in
InterpretationNumber
your
city? of average
events per month is 9(approx.)
45
Which course of action do you prefer

while organising an event?
Interpretation
Most of people said event management as a business/profession will be a
success in the city. Since it has potential.
46
Possible difficulties / drawbacks in hiring an

event management company
47
What is the number of events organised in

the city per month by an event
management company?
48
Profile of customers of event

management companies
Interpretation- Number of average

events/ month by an event management
company is 5.
49
Problems faced by the event management

companies
50
Different types of events organised by the

companies
51
Key Problems
52
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.
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.
Recommendations
53
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 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 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.
54
55
56

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A Project Report on

Progress and Prospects of Event Companies

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY KASHMERE GATE,

Satish Singh-Pure Events & Solutions 9911496206

Objective of the study

Evolution of Event Marketing 16

Analysis & Interpretation

Satish Singh-Pure Events & Solutions 9911496206

Satish Singh-Pure Events & Solutions 9911496206

Satish Singh-Pure Events & Solutions 9911496206

OBJECTIVES OF THE STUDY

Satish Singh-Pure Events & Solutions 9911496206

Satish Singh-Pure Events & Solutions 9911496206

All this information has been collected from its

NEED OF THE PROJECT

Satish Singh-Pure Events & Solutions 9911496206

Introduction to Event Management

Keys to successful events:

Satish Singh-Pure Events & Solutions 9911496206

YS Events & Promos

Satish Singh-Pure Events & Solutions 9911496206

Concept Events (Theme Based Events)

Satish Singh-Pure Events & Solutions 9911496206

Activities in Event Management

Satish Singh-Pure Events & Solutions 9911496206

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

Satish Singh-Pure Events & Solutions 9911496206

Satish Singh-Pure Events & Solutions 9911496206

Satish Singh-Pure Events & Solutions 9911496206

Expected level of expenditure

Satish Singh-Pure Events & Solutions 9911496206

Music and Sound system

EVOLUTION OF EVENT MARKETING

Satish Singh-Pure Events & Solutions 9911496206

Satish Singh-Pure Events & Solutions 9911496206

Fig: Events Definition In-Short

PUBLICITY AND PROMOTION

Match the Event to Your Market

Satish Singh-Pure Events & Solutions 9911496206

science-type sponsorships would be possibilities and if your main aim is to be seen as a

Creating awareness about the launch of new products/brand

Satish Singh-Pure Events & Solutions 9911496206

Helping in communicating the repositioning of brands/products

Satish Singh-Pure Events & Solutions 9911496206

Fig : Constructing the Brand Value Chain

3. Focusing the Target Market

Helping in avoidance of clutter

Satish Singh-Pure Events & Solutions 9911496206

Enabling interactive mode of communication

4. Implementation of Marketing Plan

Enabling authentic test marketing

Enabling focused sales and communication to a captive audience

Satish Singh-Pure Events & Solutions 9911496206

Increasing customer traffic in stores

Generate immediate sales

Satish Singh-Pure Events & Solutions 9911496206

Generating instant publicity

Enabling market database assimilation, maintenance and updating

ADVANTAGES OFFERED BY EVENTS

Satish Singh-Pure Events & Solutions 9911496206

Satish Singh-Pure Events & Solutions 9911496206

Event Management in Delhi

Satish Singh-Pure Events & Solutions 9911496206

Fest & live shows