SUMMER INTERNSHIP PROJECT REPORT

ON

CONSUMER PERCEPTION TOWARDS

EVENT MANAGEMENT IN DELHI

SUBMITTED IN PARTIAL FULFILLMENT

FOR THE AWARD OF THE DEGREE OF BACHELOR OF

BUSINESS ADMINISTRATION (BANKING &
INSURANCE)

2008-2011

UNDER THE GUIDANCE OF SUBMITTED BY:

Ms. Priyanka HASHEEN ARORA

(FACULTY,MAIMS ) Roll No-0331471808

BBA(B&I) 6th SEM

Maharaja Agrasen Institute of Management Studies

 (Affiliated to Guru Gobind Singh Indraprastha University, Delhi

PSP Area, Plot No. 1, Sector 22, Rohini Delhi 110086)

TABLE OF CONTENTS

Page no.

Student declaration....4

Certificate from Company/Organization .5

Certificate from Guide..6

Acknowledgement....7

Preface.......8

Executive Summary..9

Chapter Scheme..10

CHAPTER INTRODUCTION

1.1 Purpose of the study..11

1.2 Research Objectives of the study..11

1.3 Research Methodology of the study..12

1.3.1 Research Design..12

1.3.2 Data Collection ...12

1.3.3 Research design12

1.3.3.1 Population.13

1.3.3.2 Sample size......13

1.3.3.3 Sampling technique...13

1.3.4 Method of data collection.13

1.3.4.1 Instrument for data collection.......13

CHAPTER -2

About the Organization Profile.17

Company Profile.34

CHAPTER -3

Findings and Analysis.44

CHAPTER -4

Suggestions.54

CHAPTER -5

Conclusion and Limitation.57

Bibliography
Annexures

Miscellaneous

Evaluation Attendance Sheet

Schedule for Project Completion.

STUDENT UNDERTAKING

This is to certify that I have completed the Final Project Report titled CONSUMER

PERCEPTION TOWARDS EVENT MANAGEMENT IN DELHI under the guidance

of Ms. Priyanka in partial fulfillment of the requirement for the award of degree of
Bachelor of Business Administration at Maharaja Agrasen Institute of Management
Studies, Delhi. This is an original piece of work & I have not submitted it earlier
elsewhere.

HASHEEN ARORA
 CERTIFICATE

This is to certify that the project titled CONSUMER PERCEPTION TOWARDS

EVENT MANAGEMENT COMPANIES IN DELHI is an academic work done by

HASHEEN ARORA submitted in the partial fulfillment of the requirement for the award
of the degree of Bachelor Of Business Administration from Maharaja Agrasen Institute
of Management Studies,Delhi, under my guidance & direction. To the best of my
knowledge and belief the data & information presented by him/her in the project has not
been submitted earlier.

Ms. Priyanka
 ACKNOWLEDGEMENT
My project would be incomplete if at this juncture, I did not Acknowledge those
who steered my project work in the right direction.
First of all I would like to thanks Ms. Priyanka (faculty, MAIMS) as she proved to
be constant source of inspiration and provided timely support at crucial stages of
this project work despite the time and work constraints.
The feeling of gratitude when expressed in words is only a fraction of
acknowledgement. I feel overwhelmed to express my gratitude to all those who
extended their consistent support, guidance and encouragement to complete this
task.
Last but not the least I would like to thanks Dr. N.K. Kakkar (Director General,
MAIMS), for providing me with all the help and advice to me in completing my
project.

HASHEEN ARORA

MAIMS

BBA (B&I), 6rd Semester

Enrollment No. 0331471808

Executive Summary
As per clause (34), Event Management means any service provided in relation to
planning, promotion, organizing or presentation of any arts, entertainment, business,
sports or any other event and includes any consultation provided in this regard.

The current condition of the event management companies in the city is not very well
they are waiting for the response of the people so that in future they can encash it. In fact
right now the role of event management companies is being played by either the hotels or
the amusement parks or the community centers. In many cases newspapers work in
collaboration with private parties to organize some event.

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

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

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

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

We ENHANCE Your Profile

We CREATE New Business Opportunities

Everyone Knows Us as EVENTS

MEANING OF THE WORD EVENT

The use of unconventional media / method involving people witnessing a happening

within a capsule of time, for the purpose of communication of a message

An event is a live multimedia package carried out with preconceived concept,

customized or modified to achieve the clients objectives of reaching out and suitably
influencing the sharply defined, specially gathered target audience by providing at
complete experience and an avenue for two way interaction.

Event in terms of Cultural and social life

In cultural and social life, an event refers to a social gathering or activity, such as:

A festival, for example a musical festival

A ceremony, for example a marriage
A party, for example a birthday party

Event in terms of science

 In science, an event is something that takes place at a particular place and time.
Specifically, event may refer to:
Phenomenon, something observable at a given time
A point in space time , a concept of the theory of relativity
Event (particle physics), a set of elementary particle interactions
Event (probability theory), a possible outcome of an experiment
Extinction event, when a large number of biological species die out in a relatively
short period of time.

Programming
In programming, an event is a software message that indicates something has
happened, such as a keystroke or mouse click.

Common usage
In common usage, an event (as opposed to a special event) has a connotation of
an occurrence which is more common than a phenomenon (due perhaps to the difference
between a two syllable word and a four syllable word). Thus, in common usage, a
keystroke is an event, where the Big Bang might be connoted a phenomenon (a special
event which denotes the beginning of the universe). For example, portal:current events
denotes events rather than phenomena.

Meaning of the Word Management

The term "management" characterizes the process of and the personnel leading
and directing all or part of an organization through the deployment and manipulation of
resources (human, financial, material, intellectual or intangible).

According to the Oxford English Dictionary, the word "manage" comes from the
Italian maneggiare (to handle). Management has to do with power by position, whereas
leadership involves power by influence.

Functions of management
 Management operates through various functions, often classified as planning,
organizing, leading/motivating and controlling.
1. Planning: Deciding what has to happen in the future (today, next week, next
month, next year, over the next five years, etc.) and generating plans for action.
2. Organizing: Making optimum use of the resources required to enable the
successful carrying out of plans.
3. Leading/Motivating: Exhibiting skills in these areas for getting others to play
an effective part in achieving plans.
4. Controlling: Monitoring checking progress against plans, which may need
modification based on feedback.

5. Staffing: Appointing skill and unskilled workers, and efficient personnel.

EVENT MANAGEMENT
AND ITS TYPES
 EVENT MANAGEMENT

Event management is the application of the management science of project

management to the creation and development of festivals and events.

Event Management involves studying the intricacies of the brand, identifying the
target audience, devising the event concept, planning the logistics, coordinating the
technical aspects before getting down to actually executing the modalities of the
proposed event.

The recent growth of festivals and events as an industry around the world, means
that the management can no longer be ad hoc. Events and festivals, such as the Asian
Games or the Dubai Shopping Festival, have a large impact on their communities and, in
some cases, the whole country.

The industry now includes events of all sizes from the Olympics down to a
breakfast meeting for ten business people. Every industry, charity, society and group will
hold events of some type/size in order to market themselves, raise money or celebrate.

Types of Event Management

There are mainly 3 types of event management,

1. Corporate Event Management

2. Product Launch Event Management

3. Special Event Management

1. Corporate Event Management

 A product launch, the company anniversary, sales target achieved or
anyspecial event could mark the onset of a corporate event. It demands pure
professionalism as you are interacting with people from the high-end category.

Not surprising, that event management companies are spurring up to provide

these professional services. They attend meetings, hold dialogues with the bosses to
realize the objective of the event. They then take it off with creative ideas to arrive at a
theme for the event. A corporate event demands a little corporate look. The food and the
style need to blend with the corporate and make the bosses comfortable. Hence it ought
to be prepared and presented with ultimate efficiency. But that is if the topnotches are
involved. A corporate event could also be a product-launch. That would involve a media
conference. So the event management company would get a list of prospective venues.
Decide on the dinner and the cocktail party that will follow. Arrange for the conference,
the speakers, and microphones. Make sure everyone get a seat. Car parking is made
available, etc. For a product launch in the market, the event management team gets their
grey cells working as to the creative ways to make the samples of the product reach the
end consumers. They have to be innovative so that consumers are attracted to try it out.

Corporate management is a sub-category of event management. Mega companies

usually have an in-house event management team to organize their events on a regular
basis.

2. Product Launch Event Management

A company wants to launch a product in the market. So how should it get to

itscustomers? How does the company make sure that the products gain awareness? The
feel and touch reasoning still remains strong in the mind of the consumer. So although you
have advertised in other channels, how do you explain product usage to the audience?

Call in the event management team. They innovate new styles so that the product
can make its way to the consumer. They ensure that the samples reach the desired
households. For instance: when coca cola launched Vanilla Coke, two men dressed in the
70s attire would enter retail grocery shops and dance to the designed tune. This was the
strategy used to launch vanilla coke and make its entry memorable.

Some event management companies even professionalize in a particular target

audience. For example if you have a particular target audience in mind, the event
management team will devise ideas and strike places that will give you maximum reach.

Road shows, promotions, contests, set designing, stage shows and audiovisual
films are all interesting methods to invite public participation. Some event management
companies go a step ahead to analyze the customer reaction and provide relevant
feedback.

Among the available platforms road shows are known to be economical. It gives
more visibility and allows the customer to directly relate to the product. And the touch
and feel concept is satisfied. Road shows with innovative themes organized at a national
level give your product high reach and coverage. These road shows arrest the customer's
attention and persuade the customers to try out the product. If impressed then the product
receives a warm welcome.

3. Special Event Management

 'Special Events' is the term given to events with a difference. Charity shows,
marathons, cycling races, street festivals etc. are a few of the many special events
organized. As the event has an unusual theme, the event management company has to
double up its speed to think on lines with the theme. More resources and creativity are
put to the task.

For instance consider the organization of Athens 2004. It was a special event. The
opening ceremony, the event and the closing ceremony, had to be meticulously
organized. A race kicked off the event. Runners passed the baton. This earmarked the
tradition that running was the only sport at the first Olympic Games held in Athens. Then
400 percussionists and 50 bouzouki players welcomed the audience. From 400 it dropped
to just one percussionist who played the rhythm of a heartbeat. This was the symbol of
the theme of Athens 2004 'unique games on a human scale'. This should give you an idea
how a special event is organized.

Event management companies arrange the entire event on a theme. It could be a

wedding or a charity show, a children's event etc. these events demand creativity.
Something that will make them stand out of the clutter firstly, as it is a different event
and secondly that the feedback should be encouraging for an encore. The recent marathon
that Mumbai witnessed was one of the specialized events. Foreign nationals, corporate
personnel, etc. everybody was seen to take part in it. More than winning it was the spirit
of participation that was encouraged. And it received an overwhelming response.

EVENT MANAGEMENT AS AN
INDUSTRY

Event management is catching the attention of companies and graduates alike. It

does not have a textbook definition and to try and define it would mean to borrow heavily
from mainstream management and media concepts. It usually consists of
conceptualization, planning, budgeting, and execution of below-the-line activities such as
exhibitions, stage shows, fashion or rock shows, music concerts, celebrity appearances,
fashion or charity shows, conferences, weddings, product or brand launches, and sports
shows to name few.

Events begin where the glamour ends. EM is the most intimate form of marketing.
It is a controlled activity aimed at the target audience. Events have always been there. In
the past meeting, organizing and project planning were the form of event management as
a profession. Today it is much more professional and more organized a sector than, a
decade ago. Event management was started, the moment multinationals started pouring
in, when our markets liberalized in the 80s. It is difficult to pinpoint exactly when event
management broke away from mainstream course and started carving a niche for itself in
the industry. Maybe it was around 1996 that it rapidly gained importance as a
professionally managed niche of marketing.

Companies realize that through events they can reach out to customers more
closely, more intimately and it is cheaper than mainstream or conventional forms of
communication, say television or print. It can be called as 'experiential marketing', or
niche marketing, where the environment is controlled to suit the needs of the product.

The show being showcased and the output being far tangible that that of the
conventional media. An event is a niche communication medium that allows companies
to reach their target audience directly with tangible outcomes, which are not possible
through conventional forms of advertisement. Through events, we can select and reach
out directly to our target audience, we can control our budgets and at the end of the event
tangibly analyze if the event was a success or not. This is quite difficult, in mainstream
communications, where the results are intangible and we are not sure who is seeing it and
whom the communication reaches out to.

Event Management as a Marketing Tool

Event management is considered one of the strategic marketing and

communication tools by companies of all sizes. From product launches to press
conferences, companies create promotional events to help them communicate with clients
(and potential clients). They might target their audience by using the news media, hoping
to generate media coverage which will reach thousands or millions of people. They can
also invite their audience to their events and reach them at the actual event.

Providing A Plethora Of Services

Companies approach event managers with a vague idea and a budget in mind. It is
then entirely up to the event manager to develop and improvise and turn the idea into a
success. Once the idea and the budget are settled, event managers begin coordinating
with sponsors and performers, arranging travel, security, and accommodation for the stars
if there is a show. They also have to supervise ticket and stage design, arrange music,
sound and lights, and look into those numerous details that go into making an event
successful. Security is another big issue that is dealt with by event managers. In India,
shows usually have to end before midnight at the latest, even earlier in some places.
Event managers have to ensure that events conclude on time, and in case they stretch
beyond the permitted hours, they have to handle the police and the local bureaucracy

Bad security could ruin an otherwise well-organized event. Unwanted guests,

stampedes, fights, and harassment of performers are a few things event managers have to
tackle during public events. Event management companies service a variety of areas
including corporate events (product launches, press conferences, corporate meetings and
conferences), marketing programs (road shows, grand opening events), and special events
like concerts, award ceremonies, film premieres, launch/release parties, fashion shows,
private (personal) events such as weddings and bar mitzvahs. Clients hire event
management companies to handle a specific scope of services for the given event, which
at its maximum may include all creative, technical and logistical elements of the event.
(Or just a subset of these, depending on the clients needs, expertise and budget).
Meaning of Event Manager
 Meaning of Event Manager
The Event Manager is the person who plans and executes the event. Event
managers and their teams are often behind-the-scenes running the event. Event managers
may also be involved in more than just the planning and execution of the event, but also
brand building, marketing and communication strategy. The event manager is an expert
at the creative, technical and logistical elements that help an event succeed. This includes
event design, audiovisual production, scriptwriting, logistics, budgeting, negotiation and,
of course, client service. It is a multidimensional profession.

Educational Support

There are an increasing number of universities which offer Graduate Degree/

Diploma in Event Management, especially in the UK where they have been quick to
catch on to the new interest and many are now offering certificate, diploma, degree and
masters courses.

In addition to these academic courses, there are many associations and societies
that provide courses on the various aspects of the industry. These courses though not
official, are still useful additions to your resume.

Study includes organizational skills, technical knowledge, P.R., marketing,

advertising, catering, logistics, decor, glamour identity, human relations, study of law and
licenses, risk management, budgeting, study of allied industries like television and other
medias and several other areas.

EVENT MANAGEMENT PROCESS

 EVENT MANAGEMENT PROCESS

There are 2 stages of event management process namely, Event planning and Event
control.

1. Event Planning
To plan an event we must consider the following areas of an event, viz, feasibility,
promotion, site choice/design, staging, shutdown, site map, event proposal.

2. Event Control
To control an event we must look on the following areas logistics, negotiations,
costing & cash flow, event manual, I.T., decision making and change, risk
management.
1. Planning The Event
A significant part of event project management is the planning. It is a process of
mentally fitting all the components together. It includes foreseeing any problems and
solutions. However, to see all the problems is impossibility.

It is more realistic to regard event planning as a method of reducing the number of

problems.

In this sense the aim of event planning is to plan all the tasks that can be planned so
that changes and unforeseen problems can be dealt with in a focused way. Although
most aspects of the event can be organized, the fluidity of event preparation means
there is always the unexpected.

Event Project Life Cycle

The basic tenet of event planning is that there will be changes as the event is
organized. The staff will grow as the event nears. Some event companies go from 2
people during the early concept stages to over a thousand staff and volunteers on the
day of the event. The concept that the event has a life cycle is a metaphor for the
growth and change of the planning and implementation. The diagram below shows
the event project life cycle.
The event starts with an idea or concept, the first question to ask is Is it feasible?
The feasibility is fed back into the concept (iteration) and the concept may need to
develop. Once it looks feasible, the event planning can start. This is not a mechanical
or linear model. The planning may uncover opportunities or risks that need to modify
the event concept. Aspects of the plan may be implemented while other areas are still
in the planning phase. For example promoting the event may start well before site
planning. All these processes feed into each other.

There are some aspects of shutdown that may well begin during set up.

The areas of risk, content and cost as well as the schedule have to be managed along
the life cycle. A risk may be very different over the event project life cycle. This
means that event plan is not a static document. The only certainty is that there will be
change. Internal change includes the increase in event staff, the increase in contract
management as more suppliers are involved. Internal change may also be unexpected.
The event company may take on other events while the one event is being planned.
External change could be the all-too-common change of venue or it could be on a
grand scale with the change in overseas currency exchange rate. No matter what
change occurs the event will need to work within constraints set by the client - such
as making a profit - or by legal and ethical issues. The former form the event life
cycle objective functions. There may be far more subtle constraints implied by the
clients working culture - such as the corporate culture.

Scale

The written event plan can be as short as one page or as long as a book. It depends on
the level of detail or scale in the planning. This level of detail will depend on such
factors as:
Complexity of the event
Scale of the event
Familiarity of the event management, staff and suppliers with the type of event
 Legal and stakeholder requirements
Time and other resources allocated to the task of planning

The process of writing a plan assists in the structuring of the event. It is also a
communication tool and a project baseline from which the event can be measured. It
is not written in stone and will need revising as the organization of the event life
cycle proceeds.

Risk

There is a risk that a written plan will become the master of the event rather than a
method of obtaining a successful event. The Assessment -> Plan -> Implement ->
Evaluate procedure is an oversimplification of a complex series of overlapping
processes. This explains the reticence of event managers to create mission statements
and objectives. In the volatile environment of event organization, these can easily
become milestones around the neck of the event management. There is enough to do
without having to revisit and rework all the objectives. As well, there is a tendency in
academic writings on event management to see planning as the panacea of all event
problems. They stress that the major failures of events are a result of poor planning.
This is a tautology and a result of 20 20 hindsight. If planning is defined as foreseeing
all problems before they arise then ipso facto there has not been enough planning. A
good example of turning an historical description into a prescription. In the real world
of event organizing, change (and problems) can come from anywhere. A local Prince
may dislike the event and cancel it.

The result of any change in a complex system made up of a fixed number of related
variables can not be predicted. For example, if there are 200 tasks to set up an event
and one of these tasks changes or a new one is introduced, the relationship between
all the tasks may change i.e. 200x 199 relationships, which may well change all the
relationships again and so on ad infinitum. In other words a small change can easily
have unforeseen results.

Feasibility Study

A major element in a feasibility study is to provide a choice of various models for the
event and discuss the implication of these models.
Setting out the aims of the study
Choice of time and place o Factors in Site Choice o Draft of Suggested Places o
Factors in the Choice of Date
Logistics o Sourcing o Transport
Costing
Revenue
o Ticket scaling o Ticket distribution o Funding sources
- sponsorship, foundations, grants
Event Content
Event Options or Models
Comparison of Event Models
Administration including contracting and organization structure
Risk issues -including possible insurance
Assessment of similar events Recommended Option

The most important section of the event feasibility study is the comparison of the
choices - options or models. The comparison must use the same aspects of the event.

Event Promotion

In the world of marketing 'promotion' generally refers to a one-off event that provides
a stimulus for the public to buy a service or product. A special event can be part of a
more general promotion campaign of a company wanting to draw attention to their
product. The Absolute Vodka venue at the Opera House during the Sydney Festival
was an example of this. A local council may create a festival as a way of promoting
their region. As used by the event industry the word promotion has come the full
 circle. It uses all the marketing techniques. As it is project based it has a definite life
span. The risks involved in one off or first time events mean that the event manager
has to be acutely aware of the tools of promotion. The audience does not have a
reference point for the event other than that created by the promotion. With repeat
events and festivals the audience and suppliers have at least an idea of the type of
event, venue and scale. For special one off events, the promotion is strongly linked to
the reputation of the organizing company, sponsors and other stakeholders as well as
the actual program or event content.
As with all areas of event management, event promotion must be dynamic and able to
respond to opportunities as they arise. Other areas of the event planning should also
be able to respond to the unforeseen products of promotion. A good bit of PR can
result in a surge of interest in the event and the event company needs to be able turn
the response to the advantage of the event.

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.
Event management is the application of project management to the creation and
development of large scale events such as festivals, conferences, ceremonies, formal
parties, concerts, or conventions. It involves studying the brand, identifying its target
audience, devising the event concept, and coordinating the technical aspects before actually
launching the event.[1]

The process of planning and coordinating the event is usually referred to as event
planning and which can include budgeting, scheduling, site selection, acquiring
necessarypermits, coordinating transportation and parking, arranging for speakers or
entertainers, arranging decor, event security, catering, coordinating with third party vendors,
and emergency plans.

The events industry now includes events of all sizes from the Olympics down to business
breakfast meetings. Many industries, charitable organizations, and interest groups hold
events in order to market themselves, build business relationships, raise money, or celebrate
achievement.

Event management might be a tool for strategic marketing and communication, used by
companies of every size. Companies can benefit from promotional events as a way to
communicate with current and potential customers. For instance, these advertising-focused
events can occur as press conferences, promotional events, or product launches.

Event managers may also use traditional news media in order to target their audience,
hoping to generate media coverage which will reach thousands or millions of people. They
can also invite their audience to their events and reach them at the actual event.

Since the beginning of recorded IT history, there has been a need for Event
Management. From the first buggy mainframes, through client-server architecture,
and into todays cloud infrastructure, systems and software continue to spew out an
insane amount of event information. For decades, IT professional have struggled
with how to handle these events. Now, its my pleasure to offer you a brief history of
event management.

Twenty-five years ago, when I started my career in IT, mainframe consoles spewed
events across glowing green screens that were stacked as high as an operator could
reach. It was a frantic pace to keep up with the sheer volume of spewing numbers,
letters, and words.
The first attempt at event management was to have the mainframe freeze the
important events on the console, requiring an operator to acknowledge the event.
But if the screen filled with these frozen events, the entire mainframe would crash
like Evel Knievel at Caesars Palace. We had to fix that immediately, because there
was nothing more frightening to IT in the 90s than a mainframe crashing.

So we wrote software that would filter events from the console, thus reducing the
flow of events. This took us from a locust swarm on the High Planes to more of a
mosquito filled summer night in the Wisconsin woods. We saved the crops from the
locust, but our operators were covered in red welts after every shift.

Then, in a frozen garage in Canada (probably), someone had the idea of having their
PC watch the mainframe. This was the beginning of a painful transition. We hooked
dozens of consoles to an under-powered 386 PC via really long printer cables. Oh
man, was that entertaining.

Surprisingly, it helped. A PC was able to respond quicker and more consistently than
an underpaid, overweight computer operator. It wasnt perfect, but it was an
improvement. So the history of event management marched on

Within a few years, the entire data center was filled with event management
solutionseach pointing to their own little slice of technology. Soon, the average data
center would be consumed with event management point solutions.

Those same garage bound Canadians came up with the concept of a manager-of-
managers or MOM. MOMs were the buzz of the late 90s. Everyone wanted a
consolidated solution to wrangle in their rogue techies.

To this date, we are implementing these event management consolidators. We

sometimes dont use the term manager-of-managers as that was so last decade.
But we are continually challenged with how to keep a vast and growing volume of
events, spewing out of systems and applications across the enterprise, under
control. How do we keep the correct people notified of the correct problems? How do
we ensure our businesses are not impacted by our horde of technologies?
Tools come and go like B movie actors or one-hit wonders. From the beginning of IT
time, event management has always been needed. Our data centers, whether
hosted on our soil or in the clouds, will always have a need for the control of event
management.

If we do it right, and keep it current, event management helps us meet todays IT

challenges. But if we ignore it, like many do, it becomes a burden that makes grown
men cry.

Spend the time to keep your event management current, look for new technologies
and tools, spend the money it will pay dividends in the very near future. Lets band
together and keep grown men from crying.
Research Methodology

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
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 :
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 ,

was of great help.

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.

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.

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

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. 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
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.
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.

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

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

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.

EVENT
S

REACH LIVE INTERACTION

Right
Live Desired
Communication WITH CREATES
Audience 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.

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.

WHY EVENTS

1. Brand Building

Creating awareness about the launch of new products/brand

Enormous nos. of brand/product are launched every month. Similarly innumerable new
music albums, films, etc get released periodically. This tends to create clutter of product
launches. The large no. of launches also leads to need to overcome the ooh-yet-
anotherproduct syndrome. The need to therefore catch the attention of the target
audience at the time of launch becomes very important. Meticulously planned events for
the launch of a product/brand seldom fail to catch the attention of the target audience.

Presentation of brand description to highlight the added features of

product/services

Sometimes technological changes pave the way for manufactures or service providers to
augment their products. To convey this via traditional modes of communication to the
existing and potential customer base may sometimes be futile. Special service camps of
exhibitions are the perfect events that provide the opportunity for a two way interaction
and error free communication. For Example, IMTEX, the Industrial Machine Tools
Exhibition, is an event used by most machine tool manufactures to explain and highlight
the new and improved features of their product.

Helping in rejuvenating brands during the different stages of product life cycle

The massive amount of money that is spent during the introduction stage of products gets
drastically reduced over time. By the time the product reaches its maturity/decline stage,
the need for cutting down the budgets associated with the media campaigns, while at the
same time maintaining the customer base is felt. And events offer the best medium for
such a focused approach. It helps in generating feelings of brand loyalty in the products
end user by treating them as royally as possible.

Helping in communicating the repositioning of brands/products

Events help in repositioning exercises to be carried out successfully. In other words,

events can be designed to assist in changing beliefs about firms/products/services.

Associating the brand personality of clients with the personality of target

market

Citibank is an elite bank where people do banking with pride. Hence, other premium
brands would like to associate themselves with the same audience so as to benefit from
the rub-off effect. An exhibition-cum-sale event organized exclusively for Citibank credit
card holders, small merchandisers get to do business with the Citibank customers, as well
as build and maintain a premium image for themselves. Here Citibank acts as the event
organizer and small merchandisers acts as participants so that they can associate the
personality of their products with the personality of Citibank customers. Creating and
maintaining brand identity

Australia-based Fosters Brewing Groups Asian subsidiary in its plan to launch its bear
brand Fosters Lager in India choose the game of cricket in which the Aussies are
known as the best team in the world. By becoming the official sponsors of Australian
cricket team on its India tour, Fosters hoped to achieve its goal of brand identity building
and positioning itself at the premium end of the market.
Rennie Solomito, Marketing Manager for Coors Light (Beer Company) explains that in
order to increase awareness and personality of the brand, Coors Light tries to find the
distinguishing look of the leader in each market. Coors Light select events that are fast
paced and young minded, for example, Coors Light Silver Bullet Concert Series featuring
artists like Bryan Adams and Celin Dion.

2. Image Building

Over and above the brand identity that a company encourages, events such as The Great
Escape conceived by Mahindra and Mahindra, exclusively for the owners of their four
wheelers, the Armada, are an attempt to build a specific image of not only the corporate,
but also the product, to let owners experience the thrill of four wheel driving, M&M
charts out an off beat route that emphasizes the difference between normal and four
wheel driving, and lets the participant experience the high, one feels when steering and
navigating an Armada.

Coke is associated with Olympics since 1928, the rationale behind this is similar values
and ideologies: International peace, brotherhood, standard of excellence and fun.

Fig : Constructing the Brand Value Chain

3. Focusing the Target Market

Helping in avoidance of clutter

Even though some events do get congested with too many advertisements, events still
provide and effective means of being spotted. For example, Title sponsorship of a major
event provides the sponsor immense benefit since the sponsors name is mentioned along
with the event like Hero Cup, Femina Miss India, Lux Zee Cine Awards.

Enabling interactive mode of communication

Events generally provide an opportunity for buyers and sellers to interact. They also
provide a foundation for exchange and sharing of knowledge between professionals.
Example: Bang!Linux2000, Auto Expo.

Unparalleled footwear company NIKE ensures that it sponsors those events which will
give it a chance to create an emotional tie with the participants through onsite brand
usage and product presentation.

4. Implementation of Marketing Plan

Enabling authentic test marketing

Events bring the target audience together, thereby creating opportunity for test marketing
of products for authentic feedback. The seller can identify exactly the traits and other
characteristics that are desired. For example, marketing events that the Frito-Lay
Company used before it launched its WOW! brand of potato chips.
 Enabling focused sales and communication to a captive audience

In an event the audience is more or less bound to witnessing one particular event. In such
a situation it is very favorable for sellers to put forth their presentations without any
diversions. Such a situation is very valuable given the ineffectiveness of traditional
modes of communication in holding on to the attention of the audience.

For example, Burger King wanted to reach a young demographic in the New York area,

EMG (Event Marketing Company) helped them to create a 30-concert series at the New
York Palladium. Burger King received onsite signage and distribution of bounce back
coupons.

Increasing customer traffic in stores

Events can be conceptualized to increase customer traffic. They can be customized to

make available, concepts ranging from retail store specific events to mega events like one
day international cricket tournament. For example, Nescafe 3-in-1 treasure hunt,
cosponsored by McDonalds is a combined effect in increasing the customer traffic as
well as increasing the awareness among the upper class of the existence of new McDs
outlets.

Enabling sales promotion

Weekly events conducted by Crossword Bookstore helps in generating more revenue

during the weekends as compared to the revenue generated in the weekdays. Help
in relation building and PR activities
Practitioners of this marketing function believe that event marketing campaigns have the
ability to create long lasting relationships with closely targeted market segments.
Relationship building is not restricted to end user customers but also targeted at
enhancing new distributors and sales representative relations.

For example: Moksh organized by Ys Events & UX Events, is an annual technological

festival held by NSCIT (Dwarka) has helped the sponsors in establishing their
relationship with the Institute and ensuring that an image of being interested is created
and nurtured.

Coke is sponsoring the Olympic since 1928. As coke does business in over 200 countries,
the Olympics give the company the opportunity to identify its product with the foremost
special event in the world.

Motivating the sales team

The need for interaction is not restricted to external customers only and end consumers
are not always the focus of live media exercises. This is especially popular amongst
pharmaceutical and other FMCG companies. For Example, during the cricket world cup
held in England HSBC introduced a unique pattern of motivating the sales force by
awarding them runs instead of the traditional points system. This resulted in conversion
of almost all of its employees into sales person.

Generate immediate sales

Most events let firms install and exclusive boot and give the permission to exploit the
opportunity to merchandise. Events such as the annual limited period discount sales from
Wrangler and Van Heusen are authentic stock clearance and seconds sales aimed at
generating immediate sales.

Generating instant publicity

An event can be designed to generate instant publicity upon the implementation of

marketing strategy. The e-commerce start up Half.com, which wanted to sell products
such as CDs, Books, Movies and Games over the internet was up against major and
strong competition. The result of this publicity stunt started the ball rolling towards
getting this company purchased by eBay for more than $300 million.
 Enabling market database assimilation, maintenance and updating

By keeping track of the reach and its effectiveness as well as interacting with the
audience that actually turns up for the event, event sponsors can assimilate and authentic
database. The database can be used to track various marketing trends. Events can then
help in maintaining and updating the database.

ADVANTAGES OFFERED BY EVENTS

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

1. Events have the ability to bring together sharply defined participants since the
capacity for a particular event is usually limited. A specific no. of the target
audience could be invited of enticed to buy tickets for a show especially created
for a particular profile of the target audience.

2. Since the audience is actively targeted, the option of control reach can be
exercised and ideal audience for narrow-casting of information can be gathered.
This leads to lowering of the media networking budgets and focused

communication with the specially gathered audience. The audience that has been
specially invited invariably is an ideal audience.

3. An event carried out professionally and cleanly is invariably a memorable

experience. The word-of-mouth publicity that this generates is an advantage that
lingers on a long time after the event is actually been carried out. This provides an
advantage of higher brand recall to the client.

4. The involvement of all the senses in experiencing the event is one of the greatest
advantages that events can offer. Events can be designed such that the audience is
actively involved in every part of the event and made to feel good. Thus, events as
 a live media offer a certain amount of immediacy to the experience of being
there while its happening. For the audience, it is undoubtedly a thrilling situation.

5. Live media also enables interactive communication. Live media scores over
conventional advertising in terms of reach, impact and tangible immediacy of
measurement. Live media communication is a complete sensual experience as
compared to a press advertisement or TV/Radio commercial. This is so because of
press ad is basically a flat piece of paper and a commercial is just an audiovisual
experience. The high recall value of live media communication is also a major
factor.

6. No other media can boast of the ability to provide such massive collection of feed
back instantly as events. Being a live media, it is possible to feel and deduce the
reactions of the audience to the aim or objective that the event was conceived for.

7. Easily customizable nature of events, mean that specific traits of the local
inhabitants can be incorporated in the big picture to ensure that the event is
socially and culturally in tune with the local culture. Thus, the localization of
events is very easy.

8. The advantage in terms of post-event publicity that events can offer over and
above the paid or bartered media is the benefit associated with reports of the event
in the newspaper and news on the electronic media. For such reports there is no
extra cost to be borne neither by the sponsor nor by the event organizer. This is

a double edged sword because, in case the event is not up to the mark or is dogged
y controversies, then the same is also reported impartially.

9. The conversion of good events into television software for future use either by the
sponsors for their commercials or by media house for programming is also a
unique benefit that events offer. Such software become products by themselves
and can be used profitability in the future.

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.
 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 gaps- the
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.

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.

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.

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, Dublin- New Delhi, Enigma- Mumbai, Poison- Mumbai, Urban
Edge- Bangalore, Spinn- Bangalore 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

** 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:

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.

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.

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.
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.

FINDINGS
 &

ANALYSIS

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
 14%

25-35
23%
36-45

46-55
17% 46%
Above 55

Figure 1: Age group of consumers

Interpretation

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

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: Organising an event

Interpretation

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

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
11% them out

42% They
understand
peoples

26% interests and

needs

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.

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.

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.

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.

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

6 %

Catering

21 %
19% Venue
8%

4% Staging of the
program
Theme

12%
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.
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.

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 and as a marketing medium.

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

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.
 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.

 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.

Questionnaire

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

1. Age:

25-35 yrs 36-45 yrs 46-55 yrs Above 55yrs

2. Gender: Male Female

3. Educational Qualification:

School UG PG

4. Occupation:

Student Service Business

Pensioner House-wife

5. Income Level:

Rs. 5000 Rs.15000 Rs. 15001- Rs 25000

Rs. 25001- Rs. 35000 Above Rs. 35000

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

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

Q8. Preferred marketing medium? (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

..
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