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 en cash it. In fact right now the
role of event management companies is being played by either the hotels or the amusement parks
or the community centers. In many cases newspapers work in collaboration with private parties to
organize some event.

The findings of the project clearly states that the future of event management is very bright in the
city although presently its in nascent stage but the people of Delhi have started accepting such
events in the main line. Some such events are like theme based marriages and “Ladies Sangeet” in
the marriages. Along with this the growing gathering in the fashion shows and musical concerts is
also remarkable.

Right now the condition of event management in Delhi is not very good. The response of people
has not been that good that it can attract any event management company here as a full fledged
service provider, it will take some time to pick up nicely. Currently the main target segment of
these partial or complete service providers are the defense class people or the high class people
have accepted these concepts much widely then any other community.

It is expected that event management industry will gear up in Delhi in near future. The concept
needs to be popularized, by proper media coverage. The existing companies should mould their
service according to the taste and preference of the people.

The scope of event management companies in Delhi is not very good. As per our findings and the
calculations the results are not very encouraging at present. But the projections help us to draw a
conclusion that there is a scope for event management companies in near future.

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 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 communications-expenditures on event sponsorship are
increasing. Corporate sponsorships in India in 2001 were estimated at $3.9 billion-with 65% of
this total going to sports events and most of the remainder spent on sponsoring entertainment tours
or festival and fairs. Thousands of companies invest in some form of event sponsorship.

Event marketing is a form of brand promotion that ties a brand to a meaningful athletic,
entertainment, cultural, social or other type of high-interest public activity. Event marketing is
distinct from advertising, sales promotion, point-of-purchase merchandising, or public relations,
but it generally incorporates elements from all of these promotional tools.

Event promotions have an opportunity to achieve success because, unlike other forms of marketing
communications, events reach people when they are receptive to marketing messages and capture
people in a relaxed atmosphere.

Event management 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.

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Event marketing is a lucrative game of “what’s 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.

OBJECTIVES OF THE STUDY

Primary Objective
The main purpose of this study is to Progress and Prospects of Event Management Company in
Delhi.
Approach Note:-
 Identify the scope in terms of the service provided by them.
 Size of the industry in Delhi.
 Study the problems faced by the event management companies.
 Study the level of professionalism in the industry.
 Study the type of events which are taking place.

Secondary Objective
The secondary objective of the research is to find the image of the company & how the company
is working for entertainment source among the customers.
In brief Objectives include-
 To study the present industry trends and analyze the potential of event management
industry.
 Analyzing the Market strength of different event management company
 Identifying potential market for launching new product and increasing clientage of the
company.
 Explicit feedback of customer after the deliverables of company.

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  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.

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 city’s 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.

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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 it’s treated as a part of entertainment industry. The size of this sector was mere Rs.580 Cr in
financial year 2003. The future of this sector is very bright and its expected that it will grow with
a growth rate of 15% to 25% and will touch the turnover of Rs.1400 Cr in year 2008.

The industry is highly concentrated, the top four players occupies as much as 95% of market share.
The top four players are big MNCs, any Indian player has not achieved such size and proficiency.
The top four players are: -

o YS Events & Promos

o UX Events & Media
o R2S Events & Solutions

Corporate Events

 Conferences

 Corporate Celebrations

Glamour Events

 Celebrity Appearance

 Fashion Shows

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  Music Concerts and entertainment shows

Brand Events

 Promotion and management of Brands

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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 Research Methodology

The methodology followed for the research:

Primary research detailed discussions with event management firms and customers attending
corporate events. Subsequent additions were made to the interview schedule to suit the specific
events under study.
The secondary information was gathered from various marketing journals and books on event
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. Along with it, Website material on:

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Official website of companies

www.uxevents.in

www.r2sevents.in

www.ysevents.in

Other sites such as Search engine of Google

www.eventmanagement.in

www.yahoo.com

www.juliasilvers.com/embok.htm

& other sites

Search engine of Google

Magazines such as Events in India, Advertising & Marketing.

Reports in newspaper etc.

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RESEARCH DESIGN

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

TYPE OF RESEARCH- DESCRIPTIVE RESEARCH

Descriptive study is a fact-finding investigation with adequate interpretation. It is the simplest

type of research and is more specific. Mainly designed to gather descriptive information and
provides information for formulating more sophisticated studies.

SAMPLING DESIGN

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

Selection of the sample size: 100

SAMPLING METHOD

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

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 Analysis & Interpretation
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.

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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

Personal
Arrangement
31%

Hiring
Management
57% Company
Outsourcing
12%

Figure 2: Organizing an event

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

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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 people’s interests and needs 26
They are reliable and can organize events better 42
They are a waste of time and money 21

No. of Results They are willing

to let people try
them out

11% They understand

21% people’s
interests and
needs
26% They are reliable
and can
organize events
better
42%
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.

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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.

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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 22 Very satisfied

20 Somewhat satisfied
17
15 Neutral
15
11 Somewhat dissatisfied
10 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.

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Q6. Which of these events did you attend?

Preferences No. of Result

Wedding 25

Trade Fair 18

Corporate event 11

Live Shows 18

Sports Events 14

Product Launch 5

Club 9

No. of Result

9% Wedding
5% 25%
Trade Fair
14% Corporate event
Live Shows
Sports Events
18% Product Launch
18%
11% Club

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.

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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 6

Customer support 8

Others 4

No. of results Decoration

Catering

4% Venue
8% 19%
6% Staging of the
program
12% Theme
21%
Security measures
11%
19% Customer support

Others

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

Interpretation

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

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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 87 No. of results
40
30
20
10 13
0
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.

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Q9. Preferred marketing medium? ( as a consumer)*

Preferences No. of Results

Through print media 20

Roadside banners 10

Television / visual media 21

Radio 9

Website 17

Social networking sites 23

25
23
21
20
20
17 Through print media
Roadside banners
15
Television / visual media
10 Radio
10 9
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 as a marketing medium.

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

Preferences 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
16 Availability
14 Reliability
15 13
11 Quality of work
10 Limited choice
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.

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 CONCLUSION

Event Management 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.

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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 than looking at the press people as their competitor they must join hand with them
to share the cost and benefits also. Press people can get better exposure and provide the
companies advertisements on a lesser cost.

 Due to innovative marketing tools the traditional marketing tools are redundant so Delhi‘s
business class must also know that its time to switch over to the new tools like trade fares
and road shows rather than 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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 LIMITATIONS

 Low awareness among the people.

 Conservative mentality doesn’t allow people to accept major changes.

 Lack of proper marketing and advertising by existing companies.

 Proper security measures not available.

 Performance of existing companies is doubtful, that is the reason, localities 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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REFERENCES

 http://eventplanet.com.au/our-story/meet-the-team/

 http://www.intersoft-group.com/tamasha/home.htm

 http://www.tui-ice.in/event-management-services.aspx

 http://www.tulipsevent.com/fashion%20shows%20in%20lahore/Best%20fashion%20Sho
ws%20planner%20organizer%20stage%20decoration%20sound%20system%20setup%2
0rental%20services%20provider%20in%20Lahore%20Pakistan.html

 http://www.zoqi.com/corporate.htm

 http://www.alwaseemevents.com/our_menu.php

 http://www.hospitalityinnlahore.com/html/emeet.php

 http://www.catwalk.net.pk/frieha.htm

 http://www.irishrugby.ie/downloads/IRFU_Advisory_handbook.pdf

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QUESTIONNAIRE
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 people’s 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 dissatisfied

 Very dissatisfied

Q5. Which of the following events do you attend?

 Wedding

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  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

Q8. Preferred marketing medium? (as a consumer)*

 Through print media

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  Roadside banners

 Television / Visual media

 Radio

 Website

 Social networking sites ( facebook, My Space, etc )

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

 Expensive

 Availability

 Reliability

 Quality of work

 Limited choice

 Less flexible

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

including ideas to improve service

…………………………………………………………………………………..

…………………………………………………………………………………..

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