INTRODUCTION

We GENERATE Quality Business Leads

We ENHANCE Your Profile
We CREATE New Business Opportunities
Everyone Knows Us as EVENTS

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

Though relatively small compared to the major components of the marketing
communications mix-advertising, sales promotions and P-O-P communicationsexpenditures on event sponsorship are increasing. Corporate sponsorships in India in
2001 were estimated at $3.9 billion-with 65% of this total going to sports events and most
of the remainder spent on sponsoring entertainment tours or festival and fairs. Thousands
of companies invest in some form of event sponsorship.

Event marketing is a form of brand promotion that ties a brand to a meaningful athletic,
entertainment, cultural, social or other type of high-interest public activity. Event
marketing is distinct from advertising, sales promotion, point-of-purchase merchandising,
or public relations, but it generally incorporates elements from all of these promotional
tools.
Event promotions have an opportunity to achieve success because, unlike other forms of
marketing communications, events reach people when they are receptive to marketing
messages and capture people in a relaxed atmosphere.

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

cluttered mass media, an ability to segment on a local or regional basis, and opportunities
for reaching narrow lifestyle groups whose consumption behavior can be linked with the
local event. MasterCard invested an estimated $25 million in sponsoring the nine-city

World Cup soccer championship in the United States in 1994 and will likely sponsor
other big events in many countries as well.
Event marketing is a lucrative game of whats in a name, as consumers purchase tickets
and expose themselves to everything. The world of event marketing is a fast growing,
high profile industry worth over $20 billion annually, and one of the most successful
marketing strategies.
Event management integrates the corporate sponsorship of an event with a whole range
of marketing elements such as advertising, sales promotion, and public relations.
Corporations both large and small have grown this industry at a rate of 17 percent per
year, and they have achieved a high level of success.

RESEARCH
METHOLOGY
AND
OBJECTIVE

Research Methodology
Primary research detailed discussions with customers attending corporate events.
The secondary information was gathered from various marketing journals and books on
event management, sales promotions and publicity.

The information gathered was studied and analyzed. It reveled certain issues in event
management which need further attention and some suggestions have been given to make
this industry more effective in order to utilize its full potential and be mutually beneficial
for the Event Management agency, the Corporate and the customer

Primary Sources

The methodology followed for the research:

Primary data is a data that is collected for the first time in the processing of the analysis.
We have adopted the contact questionnaire for the purpose of collecting Primary data.
Apart from this, information gathered was by personal interactions for the purpose of
analyzing the awareness of Event Management Companies in Delhi.

Secondary Sources

The Secondary data are those, which have already been collected and being processed
through the statistical process.
The secondary information was gathered from various marketing journals and books on event
marketing, sales promotions and publicity magazines such as Events in India, Advertising &
Marketing & Reports in newspaper etc .

OBJECTIVES OF THE STUDY

Primary Objective

The main purpose of this project is to study the Consumer perception towards Event
Management in Delhi.

This includes :

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

Size of the industry in Delhi.

Study the problems faced by the event management companies.

Study the type of events which are taking place.

Secondary Objective

The secondary objective of the research is to find the image of the event companies in
minds of consumer & how the company is working for entertainment source among the
customers.

RESEARCH DESIGN

A Research design is purely and simply the framework of plan for a study that guides the
collection and analysis of data. The study is intended to find the investors preference towards
various investment avenues. The study design is descriptive in nature.

TYPE OF RESEARCH- DESCRIPTIVE RESEARCH

Descriptive study is a fact-finding investigation with adequate interpretation. It is the simplest
type of research and is more specific. Mainly designed to gather descriptive information and
provides information for formulating more sophisticated studies.

SAMPLING DESIGN
Selection of study area: The study area is in New Delhi
Selection of the sample size: 100

SAMPLING METHOD
Convenience method of sampling is used to collect the data from the respondents.
Researchers or field workers have the freedom to choose whomever they find, thus the name
convenience. About 100 samples were collected from New Delhi city and most of the
respondents were customers coming in to corporate and personal events.

INDUSTRY
PROFILE

Event Management
Events are occurrence designed for marketing interests.
Philip Kotler

Event management generally means conceptualizing, meticulous planning, organizing

and finally executing an event.
It is a set plan involving networking of a multimedia package, thereby achieving the
clients objectives and justifying their needs for associating with events.
Events can bring community together for purpose of fundraising, change a town or citys
image, expand its trade, stimulate its economy, help companies to market and introduce
its product and also for the entertainment of society.
Not only do events enhance the quality of our life, they can provide significant economic
benefits. Events require a high degree of planning, a range of skills, a lot of energy and
funds.

Keys to successful events: Organization & Co-operation

Event Management in India is in nascent condition till date it has achieved only a stature
of sector. Still its treated as a part of entertainment industry. The size of this sector was
mere Rs. 1400 Cr in financial year 2010. The future of this sector is very bright and its
expected that it will grow with a growth rate of 15% to 25% and will touch the turnover
of Rs. 2000 Cr in year 2012.
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.
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The top three players are: YS Events & Promos

UX Events & Media
R2S Events & Solutions

Corporate Events
Conferences
Corporate Celebrations

Glamour Events
Celebrity Appearance
Fashion Shows
Music Concerts and entertainment shows

Brand Events
Promotion and management of Brands

Televised Events
Events specially created for television channels

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Sports Events
Focused around a sporting event

Concept Events (Theme Based Events)

Concept conceived by Event Management Company

Hybrid Events
Mixture of two or more of the above

Others
Talent Banks
High Profile Weddings, Dance Parties

Activities in Event Management

Pre-Event Activities

Events typically have a team based environment and a project type of organization
structure. Thus, responsibilities are assigned to the relevant staff members in the team for
the Event. Coordination of arrangements required is divided among the team members.
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.

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External agencies such as architects and engineering contractors may be consulted at this
stage to understand feasibility of planned concepts. Most event management companies
have experienced production managers who understand the feasibility of planned
concepts. Then the project manager draws up a cash flow statement, a budget statement
and arranges budget allocation for the event.
Based upon the project requirements critical dates or deadlines are drawn up and the best
possible solution among alternatives to achieve these deadlines is chosen. The overall
coordinator along with the sales and marketing team should ensure the completion of
overall design, models of stages, visuals, etc. with graphics included by the creative team
within the prescribed deadlines and make a researched concept presentation to the clients.
At this stage, the legalities of drawing up the contract, agreements and finalization by
signing of contracts between the event managers and clients becomes a necessity.
Keeping the feasibility in mind physical design are finalized and contractors begin work.
Here fire, safety and insurance issues need to be taken care of. The coordinator, sales and
marketing team then think about production of advertising promotions, brochures,
posters, etc.
Logistics is another important area that needs to be given priority attention by event
coordinators. Logistics in events essentially involves booking of hotels, air, road, and rail
transport for the participants and event managers, arranging transportations of material.
A joint team of the concept creator and the main contractors then need to check out the
special-effects equipments and arrangements. At this time day-by-day tracking of timing
and finance with a feedback on possible changes i.e. increase or decrease in expenditure
on various items.
Finalization of cleaning, security, furniture (tables, seating, barricading etc.), dcor
(flowers), communication (telephone), and other service hire contracts (couriers) also
take up the production managers time at this stage. The project manager handles the
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
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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:

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Financial
Determine the sources of revenue
Expected level of expenditure
Time gap of expenditure and revenue
Establish a system of financial accounting and control

Marketing
To attract best possible audiences
Get sponsorship and best support possible

Operational
Guide overall operation of event
Managing the technologies require

Legal
Make appropriate contracts involved in managing an event
Handle lawsuits that may arise

Public Relations Teams

To handle the celebrities, if invited in the event.
To host press conferences.
This team is required to take decisions from conceptualization to completion of the event.

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Facilities offered
Programs
Awards
Transport
Catering
Safety and Security
Entertainment
Anchoring and announcement
Music and Sound system
Licensing
Publicity
Promotion

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EVOLUTION OF EVENT MARKETING

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

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EVENT MARKETING
An event is a live multimedia package with a preconceived concept, customized or
modified to achieve the clients objective of reaching out and suitably influencing the
sharply defined, specially gathered target audience by providing a complete sensual
experience and an avenue for two-way interaction.

EVENTS

LIVE
INTERACTION

REACH

Live

Right
Communicati
on

WITH

Audienc
e

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
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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,
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.

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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.

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 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.

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
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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
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.

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 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.

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 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
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experience. The high recall value of live media communication is also a major
factor.
6. No other media can boast of the ability to provide such massive collection of feed
back instantly as events. Being a live media, it is possible to feel and deduce the
reactions of the audience to the aim or objective that the event was conceived for.
7. Easily customizable nature of events, mean that specific traits of the local
inhabitants can be incorporated in the big picture to ensure that the event is
socially and culturally in tune with the local culture. Thus, the localization of
events is very easy.
8. The advantage in terms of post-event publicity that events can offer over and
above the paid or bartered media is the benefit associated with reports of the event
in the newspaper and news on the electronic media. For such reports there is no
extra cost to be borne neither by the sponsor nor by the event organizer. This is
a double edged sword because, in case the event is not up to the mark or is dogged
y controversies, then the same is also reported impartially.
9. The conversion of good events into television software for future use either by the
sponsors for their commercials or by media house for programming is also a
unique benefit that events offer. Such software become products by themselves
and can be used profitability in the future.

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WHAT IS CUSTOMER PERCEPTION?

Customer Perception is an important component of an organizations relationship with
their customers. Customer satisfaction is a mental state which results from the customers
comparison of expectations prior to a purchase with performance perception after a
purchase. Strong customer service helps an organization to reach upto customers
expectations.
Customer Perception on Service: Customer Service is the service provided in support of a
companys core products. Customer Service most often includes answering questions,
taking orders, dealing with billing issues, handling complaints, and perhaps scheduling
maintenance or repairs. Customer Service can occur on site, or it can occur over the
phone or via the internet. Many companies operate customer service call centers, often
staffed around the clock. Typically there is no charge for customer service. Quality
customer service is essential to building customer relationships. It should not, however,
be confused with the services provided for sale by a company. Services tend to be more
intangible than manufactured products. There is a growing market for services and
increasing dominance of services in economies worldwide. There are generally two types
of customer expectations. The highest can be termed as desired service: the level of
service the customer hopes to receive. The threshold level of acceptable service which the
customers will accept is adequate service. Yet there is hard evidence that consumers
perceive lower quality of service overall and are less satisfied. Possible reasons may be:

With more companies offering tiered service based on the calculated profitability of
different market segments, many customers are in fact getting less service than they have
in past.
Increasing use by companies of self-service and technology-based service is perceived
as less service because no human interaction or human personalization is provided.
Customer expectations are higher because of the excellent service they receive from
some companies. Thus they expect the same from all and are frequently disappointed.
Organizations have cut costs to the extent that they are too lean and are too understaffed
to provide quality service.
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 The intensely competitive job market results in less skilled people working in frontline
service jobs; talented workers soon get promoted or leave for better opportunities.
Many companies give lip service to customer focus and service quality; but they fail to
provide the training , compensation, and support needed to actually deliver quality
service.
Delivering consistent, high-quality service is not easy, yet many companies promise it.
The gaps model positions the key concepts, strategies, and decisions in services
marketing in a manner that begins with the customer and builds the organizations tasks
around what is needed to close the gap between customer expectations and perceptions.
The central focus of the gaps model is the customer gap, the difference between customer
expectations and perceptions. Firms need to close this gap- between what customers
expect and receive in order to satisfy their customers and build long term relationships
with them. To close this all important customer gap, the model suggests that four gapsthe provider gaps- need to be closed.
The following four provider gaps, shown below are the underlying causes behind the
customer gap:
Gap 1: Not knowing what customers expect.
Gap 2: Not selecting the right service designs and standards.
Gap 3: Not delivering to service standards.
Gap 4: Not matching performance to promises.

31

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.

32

Event Management Companies

YS EVENTS & Promos
UX Events & Media
R2S EVENTS & Solutions
They organize birthday parties, marriages and fashion shows which are mainly for
entertainment or fun purpose. They deal at both micro and macro level there parties are
starting from few thousands to as high as 35 lakhs. The biggest event which they have
managed was a show worth 25 lakhs in 2009 year. If required they can call celebrities
also, but then the budget will touch 12-15 lakhs figure. The events that they normally
organize are:
Dandiya Nights.
Dance Parties.
Wedding Parties.
Club Parties.
Farm Parties.
New Year Parties.
Concerts & Shows.

33

Companys Profile
YS EVENTS & PROMOS

YS Events & Promotions, the name behind many successful open air events, gala
weddings, conferences, Parties, Massive Productions, Club Events, Artist's Performances,
YS Events & Promotions has a substantial reputation built over the period of Five years
in serving the national and international clients with quality of work and total
commitment to satisfy each and every client.
The Company was formed to become a one stop solution for Events, Hospitality &
Media. It is there constant endeavour to serve better through path breaking concepts and
better ideas. The management skills are much appreciated by the Industry and make
them even more focused for newer challenges. Past accolades have pushed them to move
further expanding horizons towards higher goals.

PROGRESS OF YS EVENTS &PROMOS

The Y.S entertainment is India's leading events and artist Management Company with a
syndicate of more than 145 Artists, DJs, Performers, Models, Actors and Singers. They
are the finest of there kinds with an impressive list of over 116 artist night per year. Have
alliances with practically all performing and non- performing artists .

There partnerships with night clubs and super clubs have put them in the frontline of
event promoters and organizers of our order and have done numerous shows, gigs and
events all over India.Of the past year, there hospitality division has successfully launched
a night club cum restro bar Club 7 and another European Cuisine restaurant Grapes.

They also have an impressive list of Clubs, where they regularly host parties at. These
include clubs like Club Elevate- New Delhi, Capitol- New Delhi, Blue Frog- Mumbai,
34

Dublin- New Delhi, Enigma- Mumbai, Poison- Mumbai, Urban Edge- Bangalore, SpinnBangalore to name a few.

They have now ventured into television and are successfully producing television for
Channels like NDTV, Live Media..
This management company has interest in following areas :** Events (Club/Open air)
** Promotions
** Road Shows
** Van Promotions
** Canopies Display
** Fun Games
** Music
** Films
** Entertainment
** Club Openings
** Theme parties
** Innovative Ideas
** Trade Shows
** Exhibitions
** Product Launches
** Conferences
** Dealers Meet
** Business Meets
** Corporate Events
** Press Conferences
** Showroom Opening
** Ramp Show
** Fashion Shows
** Fairs & Carnivals

35

** Public Events & Sponsorships

** Birthday Celebrations
** Decorations
** Workshops
They properly deal in Artist Management & they have recently done few fest of colleges.

UX Events & Media

UX Events is famous and known for complete solution.
It's a team of young, creative, enthusiastic and dynamic
professionals with a sparkling stream of ideas having vast
experience in the field of Events & Entertainments. Our goal is to give each & every
event a different Meaning, Identity and a Vision with true professionalism to chart the
roads of informative & entertaining events.

The UX Events team combines a mix of creative, technical, commercial and management
expertise with a passion for delivering creative and innovative event solutions.
This is a Delhi based Event Management Company. It was established

two years back

by Mr.Satish Singh. Till now they use to provide complete service but now on they are
planning to provide partial services. The size of their events depends upon the customer
needs and requirement. This is a five member team. The events they organize are:

36

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.

37

R2S Events & Solutions

Launched in 2000, the goal is to provide Top of the
line Weddings / Destination weddings / Corporate Events /
Private Extravanganza in India and Abroad. In a span of
10 years, with 100 + people working with them, R2S Events
has added many feathers in the cap from high end destination wedding of Rakhejas in
Jaipur to Khetans in Udaipur to Agarwals in Jodhpur, we have done it all with lot of
love, care, affection and sincerity and has come out with flying colors.
Based out of New Delhi, India, R2S Events is well known for its unusually beautiful
dcor and themes. With In-house designers and fabrication unit, R2S Events prides itself
for being a leader to the industry and being able to offer something most other companies
forget about Compassion, Personal touch and Creativity for creating Weddings /
Events of your dreams.
R2S Events is well known for Peoples company. Its passion lies in providing Quality
service and care to its Clients and filling their planning stage with just as much joy and
excitement as the big day itself.
What they offer:

Event management services

Wedding planning and management

Theme concept, design, fabrication and execution

Entertainment Management Services for all events requiring Artist management

and DJ management

Technical requirements like sound, lights, laser and Projection systems

Other allied services

They are specialized in club & nightlife parties.

38

RECENT TRENDS IN EVENT MANAGEMENT INDUSTRY

Now the event attendees can ask questions to the speaker via tweets or Facebook
comments real time during an event. With the world tweeting away night and day, there
is no doubt that technology has changed our life completely. And this change is not
limited to the World Wide Web either; it is fast percolating to the other activities and
business spheres as well. As the gadgetry world over goes through a makeshift each day,
so do the businesses associated. Here we have a look at some of the technological trends
and innovations that are changing the way we think about events and event management.
An event application speaks volumes about the planners commitment to the event and
excites the attendees equally.

The Stage Show

The drastic improvements in the Audio-Video equipments, staging and lighting
instruments have made sure that you need to make your event stand out. No more can
you pass off an event with just a great speaker. Even with the best of the content and
ingredients, you need to upgrade the stage show to make sure that the attendees are left
wonder struck. The advancements though, have made sure that this does not become a
Herculean task. So, the next time you are planning an event, make sure that you light
out the event.

Live Meetings
The barriers have been stomped down and the walls have fallen. Technology has made
sure that geographical impediments no more stop you from attending an event half way
round the world. The webinars and live meetings are the newest venues for events the
world over. Planners and event managers are going all out to accommodate their eager
attendees, wherever they may be.
39

The Social Explosion

Social networking sites like Facebook and Twitter have completely altered the way we
think about event promotion. Letters are antiquated and emails outdated. Nowadays, you
tweet and poke your way around the events. From creating a fan page to a social
group, there are numerous ways to announce your event to the world. And more
importantly, like everything else, you get to reach out to your target audience around the
world in real time. Discuss the event, highlights and all that excites you even before the
event takes place.

Mobiles Applications
With the advent of the iPhones, Androids and Blackberrys, smart phone applications have
become the next-gen platform for event management. From charting an event to locating
it on the map, you can do it all on your mobile. Mobile Apps nowadays have become
advanced enough to take care of almost all your needs and it was time you acknowledged
this. The sooner we realize the future role of smart phone apps, the better it will be for
our business.

Online Event Registration Apps Just for you!!

Recently online registration for events has taken the center stage with a lot of small
players like Eventzilla. It is simple to setup custom registration forms, promote on
Facebook, send email invitations and manage cancellations in one place. Event attendees
can register online and make secure online payments.

40

FINDINGS
&
ANALYSIS

41

Q1. Age group of people interested in event management.

Age group

No. of results

25-35

14

36-45

46

46-55

23

Above 55

17

No. of results

17%

14%

25-35
36-45
46-55

23%

Above 55
46%

Figure 1: Age group of consumers

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

42

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

Preferences

No. of results

Personal Arrangement

31

Hiring Management Company

12

Outsourcing

57

No. of results

31%

Personal
Arrangement
Hiring
Management
Company

57%

Outsourcing
12%

Figure 2: Organising an event

Interpretation
People in Delhi prefer outsourcing the events to local and hotel organisers than personal
arrangement or hiring a event company .

43

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

Preferences

No. of Results

They are willing to let people try them out

11

They understand peoples interests and needs

26

They are reliable and can organize events better

42

They are a waste of time and money

21

21%

No. of Results

They are willing

to let people try
them out

11%

They understand
peoples
interests and
needs
26%

42%

They are reliable

and can
organize events
better
They are a
waste of time
and money

Figure 3: Consumer Perception about Event sponsers

Interpretation
We may conclude that most of the people rely on event management companies and think
that they can organize better.

44

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

Preferences

No. of Results

Yes

37

No

63

63

70
60
50

37

Yes

40

No

30
20
10
0
No. of Results

Figure 4: Customers been to events organised by Event Planner

Interpretation

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

45

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

Preferences

No of results

Very satisfied

35

Somewhat satisfied

22

Neutral

17

Somewhat dissatisfied

16

Very dissatisfied

11

35

35

30
25
20

Very satisfied

22
17

15

Somewhat satisfied
Neutral

15
11

10

Somewhat dissatisfied
Very dissatisfied

5
0
No of results

Figure 5: Graph showing Satisfaction level of costumers

Interpretation
The above graph shows that if hiring an event management company, people are satisfied
with its theme planning, coordination and services.

46

Q6. Which of these events did you attend?

Preferences

No. of Result

Wedding

25

Trade Fair

18

Corporate event

11

Live Shows

18

Sports Events

14

Product Launch

Club

No. of Result

9%

Wedding

5%

25%

Trade Fair
Corporate event

14%

Live Shows
Sports Events
18%

18%

Product Launch
Club

11%

Figure 6: Events consumers attended

Interpretation
From above diagram we conclude that every event has its own segment & wedding is the
biggest segment people do attend this event time to time since marriages are on regular
basis. Other events have their own taste & preferred by peoples.

47

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

Preferences

No. of results

Decoration

19

Catering

12

Venue

11

Staging of the program

19

Theme

21

Security measures

Customer support

Others

No. of results

Decoration
Catering

8%

4%

Venue

19%

6%

Staging of the
program
12%

Theme

21%
Security measures
11%
Customer support

19%

Others

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

Interpretation
From the above pie chart we may conclude that consumers notice the decoration and
theme the most. Even catering is considered as an important highlight for the wedding
event apart from decoration and theme.
48

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

City?

Preferences

No. of results

Yes

87

No

13

No. of results

90
80
70
60
50
40
30
20
10
0

87

No. of results

13
Yes

No

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

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

49

Q9. Which of these marketing medium should be prefer to approach you in a better way?
(as a consumer)*

Preferences

No. of Results

Through print media

20

Roadside banners

10

Television / visual media

21

Radio

Website

17

Social networking sites

23

25
20

23
21

20

17

Through print media

Roadside banners

15

Television / visual media

10

10

Radio

Website
Social networking sites

5
0
No. of Results

Figure 9: Preferred marketing medium

Interpretation
According to the above graph, consumers prefer social networking sites and television to attract
them and and as a marketing medium.

50

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

Prefernces

No. of results

Expensive

28

Availability

18

Reliability

11

Quality of work

13

Limited choice

16

Less choice

14

30

28

25
Expensive
20

18

Availability

16
14

13

15
11

Reliability
Quality of work
Limited choice

10

Less choice
5
0
No. of results

Figure 10: Reasons for not hiring an event management company

Interpretation
From the above graph, we may conclude that hiring an event management company is a
costly affair and that is why people do not prefer using an event management company.

51

KEY PROBLEMS
AND
SUGGESTIONS

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.

53

Suggestions
Companies need to focus on some particular kind of events that they will
organize, this will help them gain proficiency in their field, ultimately leading
to cost saving.
People should be made aware about the concept through proper media
coverage telling them about the successful events and the benefits.
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

LIMITATIONS
&
CONCLUSION

55

LIMITATIONS OF THE STUDY

1. DEMOGRAPHIC CONSTRAINTS - will be a main issue of concern. This is due to
the reason that the data collection will be restricted to the Delhi and NCR region.

2. DATA RELIABILITY - As the data will be collected from various sources the
accuracy of the data collected would be an area of concern. It would be an uphill
task to validate the data consistency of the collection of that data.

3. UNAWARENESS People are unaware of the Event management companies in

Delhi

4. TIME CONSTRAINT the time duration for doing the complete research on
green marketing is very limited. Event management is a broad topic which
requires an in-depth research and analysis. Due to the time period given for
research is very limited

56

CONCLUSION
Event management companies allows a company to break through the advertising
clutter

and target an audience by enhancing or creating an image through an

association to a particular event.

Brand awareness reinforces the product or service, and drives sales.
Property or event, also profits, a financial partner, a supplemented advertising budget,
and added leverage.
Event management also offers companies the flexibility to reach specific geographic and
demographic audiences. It is a benefit that allows depth of exposure, as opposed to the
breadth of exposure.
As CMOs continue to face increasing financial pressures, they must continuously provide
higher levels of value, both in pure financial terms and overall measurement of ROI.
When considering the entire sales cycle, marketing professionals must think beyond
traditional methods and bring transparency and measurement to their activities in order
to demonstrate the fundamental value of their field. To answer this challenge, the event
marketing industry must redefine itself to recognize the power of the brand to forge
deep connections, as well as also adapt events to contribute to branding in more
sophisticated ways.

The perception of events as a form of media is quickly moving away from standalone
activities to integrated forms of communication. These forms of communication
synchronize with overall marketing goals through new applications of techniques rooted
in traditional event marketing that project the brand more powerfully. Defining what an
organization stands for, mapping out a clear brand strategy, and then formulating event
activities that align with overall marketing goals is the next great step in the evolution of
the industry.

57

BIBLIOGRAPHY

BOOKS & MAGAZINES:

1.

Chaturvedi Ashutosh, 2006, Event Management: A Professional and

Development Approach, 3rd Edition, Global India Publications

2.

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

7th Edition, Pearson Education.

3.

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

4.

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

WEBSITES:
1. www.eventmanagement.in
2. www.uxevents.in
3. www.r2sevents.in
4. www.ysevents.in

58

Questionnaire

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

Name

1. Age:

25-35 yrs

2. Gender:

36-45 yrs

46-55 yrs

Male

Above 55yrs

Female

3. Educational Qualification:
School

UG

PG

Student

Service

Business

Pensioner

House-wife

4. Occupation:

5. Income Level:

Rs. 5000 Rs.15000

Rs. 15001- Rs 25000

Rs. 25001- Rs. 35000

Above Rs. 35000

59

ON EVENTS

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

Personal arrangement
Hiring event management companies
Outsourcing

Q2. What are your feelings about a company that creates or sponsors events?
They are willing to let people try them out
They understand peoples interests and needs
They are reliable and can organize events better
They are a waste of time and money

Q3. Have you ever been to events organized by event or theme planner ?
Yes
No

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

Very satisfied
Somewhat satisfied
Neutral
Somewhat dissatisfi ed
Very dissatisfied

60

Q5. Which of the following events do you attend?

Wedding
Trade fare
Corporate events
Live shows
Sports events
Product launch
Club

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

Decoration

Catering

Venue

Staging of the program

Theme

Security measures

Customer Support

Other, Please Specify

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

city
Yes
No

61

Q8. Which of these marketing medium should be prefer to approach you in a better way?
(as a consumer)*

Through print media

Roadside banners
Television / Visual media
Radio
Website
Social networking sites ( facebook, My Space, etc )

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

Expensive
Availability
Reliability
Quality of work
Limited choice
Less flexible

Q10. Please provide comments on your overall experience with Event Management
including ideas to improve service
..
..

62