Summer Internship Report On Progress and Prospects of Event Companies in Delhi, NCR

By

Parthesh Pandey A3906409191 BBA (gen) Class of 2010-13

Under the Supervision of Ms. Kushi Sharma Sr. faculty HR dept In Partial Fulfillment of Award of Bachelors of Business Administration

AMITY SCHOOL OF BUSINESS AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

AMITY UNIVERSITY UTTAR PRADESH

AMITY SCHOOL OF BUSINESS

DECLARATION

I, Parthesh Pandey student of Bachelor Of Business Administration from Amity School of Business, Amity University Uttar Pradesh hereby declare that I have completed Summer Internship on Progress and Prospects of Event Companies in Delhi, NCR as part of the course requirement.

I further declare that the information presented in this project is true and original to the best of my knowledge.

Date: 26/07/12

Parthesh Pandey Enroll. No: A3906409191

Place: Noida

BBA(gen) Class of 2010-13

AMITY UNIVERSITY UTTAR PRADESH

AMITY SCHOOL OF BUSINESS

CERTIFICATE

I hereby certify that Parthesh Pandey student of Bachelor of Business Administration at Amity School Of Business, Amity University Uttar Pradesh has completed Summer Internship on Progress and Prospects of Event Companies in Delhi, NCR, under my guidance.

Ms. Kushi Sharma Sr. Faculty H.R dppt.

Acknowledgement

I am grateful to BACE MARKETING PVT. LTD. for providing me an opportunity to explore the operational aspects through Summer Internship Program I am extremely grateful to MS. Kushi Sharma (My Faculty Guide) and Mr. Sanjay Kapoor (My Industry Guide) who gave me triggering points to think, to move ahead in my internship and directed me whenever needed. And also, for being a source of inspiration and guidance, for the constructive in valuable suggestions and constant support during my summer training and in materializing this report. I also owe my thanks to all the office members of all the departments in the company especially Ms Sanjay Goyal (Asst. Manager), my work would not be completed without their co-operation.

Above all I would like to thanks Ms Meeta Kapoor (Managing Director) for providing me the opportunity for his regular interaction and enlightening us with his vast knowledge and experience.

27 June 2010
Student Name & Signature: Parthesh Pandey Enroll. No: A3906409191 Program: BBA(G)

Table of Content

Topic Introduction & Company Profile Objective of the study Research Methodology Introduction of Management Activities In Event Event Planning Evolution of Event Marketing Event Management in Delhi Company's Profile Data Analysis Analysis & Interpretation Keys Problem Recommendations Bibliography Annexure - I Annexure - II
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Page no. 6 - 11

12 13 14 - 17 18 - 19 20 - 21 22 - 32 32 - 33 34 - 36 37 - 38 39 - 52 53 54 55 56 - 59 60

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 mixadvertising, 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
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Atlanta games in 1996 have a reported $3 billion in the bank as a result of negotiating sponsorship, broadcast, and licensee fees. 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 my 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.
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Company Profile : Bace Marketing Pvt.LTD

BACE Marketing Private Limited was formed in the year 1994 with the objective: To be a fully Integrated Event Management Company offering -Backbone Activity for Conferences & Events with the complete spectrum of Services under one banner. "Over the years the BACE team has grown steadily in skills and experience, responding to the expanding needs of clients and keeping pace with rapid development in relevant technologies. As a team of qualified and experienced professionals, we bridge the crucial gap between what is available and what is possible to offer solutions based on a thorough analysis of objectives, feasibility and resources. During this period Team BACE has been creating and facilitating not only conferences and events but also learning and development workshops. We know how to create the energy and participation your conference needs. It's about creating the right process, and then trusting that process." A Methodology and Implementation plan, Work Plan Summary and the PERT chart put together, bridge the crucial gap between ideas and possibilities, to offer solutions based on thorough analyses of objectives, feasibility and resources. This ability to visualize and present the "big picture" in front of the customer, is crucial and liberating, for the customer to focus more on content and less on packaging. Database compilation, Emailing, Hotel Bookings, Travel arrangements, Invitations, Guests Welcome (Registration), Courier Services, Stationery, Printing, Conference kits, Audio-Video setup, Stage & Ambience design are just a few of our many support services.
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As a team of qualified and experienced professionals, we endeavor to provide the best in terms of quality and cost of service to our clients. We have tied up with leading service providers & vendors of materials, manpower and equipment all over India and abroad to create a strong and stable platform for our customers.

Mission :
" Provide feasible solutions to meet customer objectives through available resources."

Vision:
We are.. different People with, very different ideas on what we should do.. and where we should go.. and what are our Responsibilities and Obligations. But what is important is. that we Recognize.. how often, when we work together, with our Customers, We do great things!

Values:
Deliver on commitments Delight customers Develop people

MAJOR CLIENTS LIST:

UNICEF UNDP UNAIDS UNIFEM UNOPS UNFPA THE WORLD BANK UKAID UK Department for International Development (DFID) National Council Of Educational Research And Training (NCERT) SWISS DEVELOPMENT CORPORATION (SDC) Deutsche Gesellschaft fr Internationale Zusammenarbeit (GIZ) Ministry of Rural Development (MoRD) Ministry of Panchayati Raj (MoPR) Ministry of Human Resource Development (MHRD) Ministry of Housing & Urban Poverty Alleviation (MHUPA) Central Warehousing Corporation (CWC) Central Pollution Control Board (CPCB) National Commission for Protection of Child Rights (NCPCR) India Meteorological Department (IMD) Standing Conference Of Public Enterprises (SCOPE) Planning Commission (GOI) The Hunger Project (THP) Association of Writers and Illustrators for Children (AWIC) Oil and Natural Gas Corporation Ltd. (ONGC) Wolters Kluwer Johnson & Johnson India Deloitte & Touche India Expeditors India Limited Inductis India Metamorphosis India Pvt Ltd. SGPGI Lucknow

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Key People:
SANJAY KAPOOR CEO
As founder of BACE, with over 25 years of experience in service industry, and a successful track record in business management, Sanjay is a prominent figure in North India's Events and Travel Industry. He brings unparalleled practical experience, vast subject knowledge and a wide network of International, National and Local connections together as one dynamic package of energy and experience. As CEO and Director of BACE Marketing Pvt. Ltd. Sanjay is responsible for overseeing the service delivery by BACE team. His key responsibilities include budgeting, budget monitoring, risk assessment and contingency planning. A Science graduate from Delhi university with PG Diploma in Management, he has keen eye for detail and design.

MEETA KAPOOR Director

Meeta, co-founder of BACE, has over 25 years of experience in service industry, and has held key positions in several large and medium enterprises during the initial 10 years of her professional career. Her networking skills and warm personality has boosted the growth of BACE from 3 million (INR) to over 30 million in sales. A Science graduate from Delhi university with PG Diploma in Management, Meeta is responsible for overseeing the HR, Administration as well as Marketing functions at BACE. Her people management skills have contributed immensely to the growth of BACE in size and stature. As Managing Director of BACE Marketing Pvt. Ltd. Meeta ensures adherence to High standards and values.

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OBJECTIVES OF THE STUDY

The main purpose of this study is to Progress and Prospects of Event Management Company in Delhi. 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.

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 feedback 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.

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Research Methodology
The research methodology used in this project is Data collection. 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 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: Survey Method with random sampling was used Sample size was 50 Pilot study with Questioner was used for gathering of data

Secondary Sources: 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.

Tools Used for analysis: SPSS (Statistical Package for the Social Sciences) was used to analyses the data which was collected, to attain the maximum accuracy possible..

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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.

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The industry is highly concentrated, the top four players occupies as much as 95% of market share. The top four players are big MNCs, any Indian player has not achieved such size and proficiency. The top 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 specialeffects equipments and arrangements. At this time day-by-day tracking of timing and finance with a feedback on possible changes i.e. increase or decrease in expenditure on various items. Finalization of cleaning, security, furniture (tables, seating, barricading etc.), dcor (flowers), communication (telephone), and other service hire contracts (couriers) also take up the
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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 duringevent 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 Expected level of expenditure Time gap of expenditure and revenue Establish a system of financial accounting and control

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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 Music and Sound system Licensing Publicity Promotion
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EVOLUTION OF EVENT MARKETING

From its origins in event planning, the event marketing industry has seen great growth in the last five years and has consistently been one of the most effective tools that marketing professionals have at their disposal in terms of making a tangible connection to current and potential customers. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. Not surprisingly, savvy event marketing professionals are therefore focusing the majority of their efforts and budgetary spend on lead generation tactics such as trade shows. While it is important to garner leads, marketing and specifically event marketing professionals cannot lose sight of the fact that the sales cycle only begins at lead generation and that current and prospective customers must also be nurtured even beyond purchase. Companies can benefit tremendously from the deeper event marketing touch points that promote nurturing such as proprietary conferences that provide a controlled environment for delivering messages and closing business. The nurturing process will allow the customers to more effectively be funneled into the subsequent stages of the sales cycle thus creating greater opportunities to develop into repeat customers.

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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EVENTS

REACH

LIVE INTERACTION

Right
Communication

WITH

Live Audience

CREATES

Desired Impact

from the client

Fig: Events Definition In-Short This is a diagrammatic representation of the above definition. From the model it is evident that an event is a package so organized has to provide, reach and live interaction between the target audience and the client to achieve the desired impact. Event marketing involves canvassing for clients and arranging feedback for the 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.

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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 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, science-type sponsorships would be possibilities and if your main aim is to be seen as a good corporate citizen, put your sponsorship money into good causes. The Childrens Hospital, the Red Cross or the environment, to name three, AIDS research is another one. The meteoric history of event marketing is based in sports marketing. In fact, music and arts represents a combined 35 percent of event spending as compared 45 percent for sports-related events. Event marketing also continues to thrive as traditional advertising rate skyrocket and, really, fail to provide any guarantee of reaching a targeted audience. Event marketing provides a cost-effective approach to making a more hard-hitting, emotional, and tangible pitch to consumers. It also gives companies the opportunity to cross-promote (promote with other companies that have related products or services), offer sample products (give-always), and build strong relationship with various channels of distribution, such as retail outlets. Charities go out of their way to meet both their own fund-raising needs and the profit requirements of the firms they team up with. It is a commercial relationship and the entire better for it. Charities need funds, and the businesses need promotions, which show their worth in extra profit.

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WHY EVENTS

1. Brand Building

Creating awareness about the launch of new products/brand Enormous nos. of brand/product are launched every month. Similarly innumerable new music albums, films, etc get released periodically. This tends to create clutter of product launches. The large no. of launches also leads to need to overcome the ooh-yet-another-product syndrome. The need to therefore catch the attention of the target audience at the time of launch becomes very important. Meticulously planned events for the launch of a product/brand seldom fail to catch the attention of the target audience. Presentation of brand description to highlight the added features of product/services Sometimes technological changes pave the way for manufactures or service providers to augment their products. To convey this via traditional modes of communication to the existing and potential customer base may sometimes be futile. Special service camps of exhibitions are the perfect events that provide the opportunity for a two way interaction and error free communication. For Example, IMTEX, the Industrial Machine Tools Exhibition, is an event used by most machine tool manufactures to explain and highlight the new and improved features of their product. Helping in rejuvenating brands during the different stages of product life cycle 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.

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 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.

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.

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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. For example, Title sponsorship of a major 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.

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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.

Increasing customer traffic in stores Events can be conceptualized to increase customer traffic. They can be customized to make available, concepts ranging from retail store specific events to mega events like one day international cricket tournament. For example, Nescafe 3-in-1 treasure hunt, co-sponsored by McDonalds is a combined effect in increasing the customer traffic as well as increasing the awareness among the upper class of the existence of new McDs outlets. Enabling sales promotion Weekly events conducted by Crossword Bookstore helps in generating more revenue during the weekends as compared to the revenue generated in the weekdays. Help in relation building and PR activities Practitioners of this marketing function believe that event marketing campaigns have the ability to create long lasting relationships with closely targeted market segments. Relationship building is not restricted to end user customers but also targeted at enhancing new distributors and sales representative relations.
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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 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.

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ADVANTAGES OFFERED BY EVENTS

As is clear from the preceding section, use of events as a marketing communication tool not only take care of the problems associated with traditional media but also offer certain advantages because of which events are gaining importance over them. Some of the advantages are detailed below:

1. Events have the ability to bring together sharply defined participants since the capacity for a particular event is usually limited. A specific no. of the target audience could be invited of enticed to buy tickets for a show especially created for a particular profile of the target audience. 2. Since the audience is actively targeted, the option of control reach can be exercised and ideal audience for narrow-casting of information can be gathered. This leads to lowering of the media networking budgets and focused communication with the specially gathered audience. The audience that has been specially invited invariably is an ideal audience. 3. An event carried out professionally and cleanly is invariably a memorable experience. The word-of-mouth publicity that this generates is an advantage that lingers on a long time after the event is actually been carried out. This provides an advantage of higher brand recall to the client. 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.
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8. The advantage in terms of post-event publicity that events can offer over and above the paid or bartered media is the benefit associated with reports of the event in the newspaper and news on the electronic media. For such reports there is no extra cost to be borne neither by the sponsor nor by the event organizer. This is a double edged sword because, in case the event is not up to the mark or is dogged y controversies, then the same is also reported impartially. 9. The conversion of good events into television software for future use either by the sponsors for their commercials or by media house for programming is also a unique benefit that events offer. Such software become products by themselves and can be used profitability in the future.

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Event Management in Delhi

Event Management in Delhi is not so old concept. As such very few recognized event management companies exists here. The high profile events organized in city are basically managed by companies working in Delhi, Pune and Mumbai. The most common events organized here are: Utasav Dcor India Handicrafts Mela Different Corporate Meetings Fashion Shows Musical Concerts Dandiya Raas Nightlife parties Concerts & shows Fest & live shows

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.

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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 1215 lakhs figure. The events that they normally organize are :

Dandiya Nights. Dance Parties. Wedding Parties. Club Parties. Farm Parties. New Year Parties. Concerts & Shows.

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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 ** Canopies Display ** Fun Games ** Music ** Films ** Entertainment ** Club Openings ** Theme parties ** Innovative Ideas ** Trade Shows ** Exhibitions ** Product Launches ** Conferences ** Dealers Meet ** Business Meets
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** 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.

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

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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 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.
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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. 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.
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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. 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.

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Analysis & Interpretation

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.

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What is the Buying Behavior after a positive experience of an Event?

90 80 70 60 50 40 30 20 10 0 More likely less neither likely a More likely less neither likely b More likely less neither likely c 10 3 6 3 16 29 88 78 69

Where, 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

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Reasons for participation in any event:

80

80 66 63 60

70

60

50

40

30 18 14 13 10 7 3 0 The product/services matched my interest The product or company was sponsoring an activity I enjoy My friend/relative had a positive experience The event offered an activity I could participate Other 2 3 7 3 3 3 1

20 13 10 9

16

22-29 yrs

30-44 yrs

45-54 yrs

55+ yrs

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.

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People spend time at mobile events:

8%

24%

68%

1-15 mins

15-30 mins

over 30 mins

Interpretation 68% of the total respondents spend approximately 15 mins. on a mobile event and every less people spend over 30 mins.

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Which of the following is true? After leaving the mobile event I understood the company/product

1%

24%

75%

better

same

less

Interpretation Mobile events which demonstrate product features are more likely to generate better understanding about a company or its product..

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Interpretation:From above we can conclude that there is no relationship between possible difficulties/drawbacks hiring an event management and general peoples occupation

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45

Interpretation Most of people said event management as a business/profession will be a success in the city. Since it has potential.

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50

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Key Problems
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.

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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 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.

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Bibliography
All this information has been collected from its Official website of companies www.bace.in www.uxevents.in www.r2sevents.in www.ysevents.in Other sites such as Search engine of Google www.eventmanagement.in www.yahoo.com www.juliasilvers.com/embok.htm & other sites Magazines and Journals Magazines such as Events in India, Advertising & Marketing. Reports in newspaper etc

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Annexure
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 d) Live shows e) Sports events f) Product launch g) Club

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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 Neither more nor less c) 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 Signs and Banners Somebody invited me to participate The crowd that was already taking part in the event Others

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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 a) Expensive b) Availability c) Reliability d) Quality of work e) Limited choice f) Less flexible

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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) b) c) d) e) f) Expensive Availability Reliability Quality of work Limited choice Less flexible

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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 a) b) c) d) e) f) g) Corporate Meetings Product Launch Promotions Marriages Fairs Live Shows Musical Concerts
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