Institute Of Advance Management, GOA 1

Conference and Exhibition Management

Assignment

On

Conference and Exhibition Management

HT32410

Assignment “B”

Topic:-

The event is being organized by the University of Bright People in September. The
conference is titled Heritage and the Future and will last 3 days. Delegates are
expected to include students, academics and industrialists with maximum numbers
expected to be 350. Delegates at this event will be on varying budgets. The event is
to be held in India.

a) Explain the characteristics of this type of conference buyer, and identify the criteria which should
be used to select a suitable conference venue. You should draw on academic theory to support your
arguments.
b) Identify 3 venues which meet the identified criteria. Select one of these venues for your
conference, giving reasons for your choice.
c) Devise an appropriate event programme, including dates, timings, catering, social programme,
added value and any additional facilities and services required.
d) Outline a budget for the event, indicating both costs and revenue generation (e.g. delegate fees,
sponsorship). Costs can be estimated, if actual figures cannot be sourced.
e) Explain how the event will be marketed to potential delegates.
f) Identify an appropriate evaluation strategy to determine the success of the event. This strategy
should be based on academic theory, and should aim to gather information from the full range of
stakeholders involved.

Type: - Report

Word count: - 2641

Local Tutor: - Ms. Pushpita Savant.

Module Tutor: - Ms. Joan Meclatchie.

Matriculation Number: - N080 15092

Name: - Aman Bhattacharya

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Conference and Exhibition Management

Contents

Topic Page No.

Characteristic of buyers ------------------------------------------------04
• Corporate buyers
• Association buyers
• Delegate characteristic for the conference
• Conference delegate looking in venue
Jaipur is the best venue for the event ------------------------------06
Planning for the Conference -------------------------------------------07
• schedule and Timing
Budgeting --------------------------------------------------------------------08
• fixed cost and variable cost
Marketing --------------------------------------------------------------------10
Evaluation strategy-------------------------------------------------------11
Conclusion ------------------------------------------------------------------12
Referencing -----------------------------------------------------------------13
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Conference and Exhibition Management

Introduction

Now a day’s conference and exhibition is rising day by day all over the world
It gives potential revenue to the hospitality and tourism sector which is good for the
development of Nation. In India which is growing more and more revenue in tourism
and hospitality, they raising their rank in every year know India is on 26 by the report
of WTO (World Tourism Organization) in the year of 2007 India has on 44 in the
ranking table. That shows the demand of foreign tourist increasing for the India
tourism sector; it is the only country of south Asia is booming in Hospitality sector,
which is more demanding in other service field. India is famous is organizing event in
heritage sites in different region in India because it have lots of heritage site,
property and agrological sites in all over the India from East to West North to South,
like the seven wonder of the world Taj Mahal(Navhind Times,2008).
Conference and exhibition is running with MICE (Meeting Intensive Conference and
Exhibition) there is no destination can beat India in “Variety” Whether the conference
delegates prefer hills or beaches, rainforest or desert, adventure or culture. India
offers wide range of business opportunities for foreign business houses in different
sector such as telecommunications, banking, insurance, oil and petrol and
education. It has many conventional centre are available in all major city, which is
provide luxury international facilities (Ice India, 2008).

A) Characteristic of buyers
There are different type of buyer in the hospitality industry they are Corporate,
Association and Government buyers. In this case conference organizer those who
are hiring the conference venue and give the better service as per the event decide.
The conferences delegates are coming for the conference on the month of
September are buyer corporate as well Association buyer.

Corporate buyer
In this case corporate buyer looking for the quality of presentations which delegates
experiences, the majority of attending the meeting were male, middle or senior
manager or sale staff aged form 25 to 50. Usually corporate organisation are
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Conference and Exhibition Management

targeting industry sector such as travel and transport, financial and professional
service and retail whole sale distribution(Rogers, 1998p25, 28-29).

Association buyers
They cover the wide range of organisation such as: - Institution, voluntary
association and society, charities, religious organization and trade unions. They are
the non- profit making organization which exit to provide to service to their members.
These buyers must cover their cost and in other case, it to be planned to generate a
profit which can be re-invested in the administration and the promotion cost of the
future conference (Rogers, 1998p29).

Delegate characteristic for the conference

Delegate of bright people attending the conference for share the knowledge of new
pattern where the number of delegates attending the conference, it can be attract
hundred to thousand delegates and they also receive the high media attention. a
range of accommodation in five star hotel for the industrialist and academic persons
and three star hotel for the students. They are often to pay their own expenses to
attend the conference, which means conference organiser should keep costs as low
as possible if it is maximise delegate attendance, where the organiser organise a
more limit range of event(Rogers, 1998p30,32).

Conference delegate looking in venue

The University of Bright People suggest that the conference going to held on the
month of September and the venue of the event is one of the heritage sites in India.
In the venue they prefer beautiful and historical monuments of the city of Jaipur
where they getting known about the history of India, dressing sense, exotic flavours
food etc, and the great places and the royal families of the Jaipur city where the
history is create. There are many places such as art gallery that show the royalty of
royal Rajasthan, camel safari which is unique in the state of Rajasthan and the
temples. Now a day’s demand of tourism is increase in Rajasthan because of its
popularity in the North region of India with the capital New Delhi and Agra. Which
gives the best quality service and in the Jaipur city hotels where the hotels provide
best rate to the guests.
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B) Why Jaipur is the best venue for the event in North India?

The three venues are New Delhi, Agra and Jaipur. Where the conference is going to
held one of the city in the month of September, all three major city have its own
beauty and beautiful heritage monument, but New Delhi have more development on
infrastructures and in Agra and Jaipur it is developing slowly in northern part of India,
in Agra where they have wonder of the world Taj Mahal which is also highly tourist
attraction in India. Jaipur is chosen because of it has wide range of heritage
monuments and forts, it is situated in the state of Rajasthan, it is one of the
developing state in India. Jaipur is focus more on more in tourism which can help for
their infrastructure of the city. These three cities makes golden triangle of India Delhi,
Agra and Jaipur.

Jaipur is also known as pink city of India. It is the ideal city that the guest who likes
historical tour to Jaipur and it out skirts of Rajasthan.it is only heritage that have
culture, safaris, sand dunes, lush forest and wild life that make it unique itself. The
main attractions for the tourist are wild life sanctuary; Hawa Mahal, Gaitore, Jaigarh
Fort, Jantar Mantar, Nahargarh Fort and Amber Fort are the major tourist attraction
in there. Where the tourist like to visit in other connected city such as Udaipur,
Jaisalmer, Ajmer, Bikaner and Jodhpur city of Rajasthan. The special train running in
the land of Rajasthan is palace on wheels for the tourists it cover major city of
Rajasthan it is most luxurious train in the world. Jaipur offer good tourism
infrastructure provide facilities like conference, welcome ceremonies, transportation,
banquets party etc by the state government. This all gives best business meet to
delegates of bright peoples and those who are coming for the summit (Rajasthan
government, 2008).
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C) Planning for the Conference.

The event is organized by the University of Bright People, those who are coming for
three day conference which is going to be held in heritage place in Jaipur, India in
the month of September. The group are arriving on 20 th September from America;
the conference is going to start on 21st of September which is Sunday. Where was
the expected 75 Indian industrialist and near about 150 management student are
attending the seminar with 125 academic. “The event is going to organise in hotel
Raj Palace which is most popular hotel for conducting conference in Jaipur”. It is
world leading heritage hotel it’s won several award (rooms)in hospitality sector (Raj
palace, 2008). The delegates will going to stay for four days, where the three days
for conference in India and for the student are going to stay in three star property the
lemon Tree hotel which can affordable by the student are coming for the conference.
21st September day one conference going to start at morning 10 O’clock, in the
conference hall where all the delegates start with introduction about the university
vision what they need in there and the ideas about how to approach to international
market.
“See run sheet for the event planed by the Manager”
It is the program schedule for the event, which shows the Timing for the meetings
and lunch or Dinner, Dates, venue like conference hall or open area party and its
give brief idea about the event, which can be decide by the event Manager or any
senior manager of the hotel where the breakfast include in room tariff (Wagen, 2005
p136-138).

The schedule and Timing:-

Day 1: Sunday 21st September 2008
10:00 AM – 11:55 PM – Opening ceremony - Durbar
11:55AM – 12:10 PM – Tea
12:10 PM - 01:00 PM - Delegate Training - Durbar
01:00 PM - 02:15 PM – Lunch at Restaurant
02:15 PM – 03:15 PM – Committee Session (1) - Diwan-E-Am
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03:15 PM – 03:30 PM – Hi-Tea

03:30 PM – 05:00 PM – Committee Session (2) - Diwan-E-Am
08:00 PM – 10:30 PM – Dinner at Restaurant.

Day 2: Monday 22nd September 2008

10:00 AM – 11:45 PM – Committee session (3) - Diwan-E-Am
11:45 AM - 12:00 PM - Tea
12:00 PM – 01:00 Pm - Committee Session (4) - Diwan-E-Am
01:00 PM - 02:00 PM - Lunch
02:15 PM - 03:15 PM - Head Delegate Meeting - Diwan-E-Am
03:15 PM – 03:30 PM – Hi-Tea
03:30 PM – 05:00 PM – Head Delegate Meeting continue - Diwan-E-Am
08:00PM – 10:30PM– Gala dinner, for all V.I.Ps Delegates.

Day 3: Tuesday 23rd September 2008

9:30 AM - 11:30 PM – Special Attention with Azim Prem ji (Wipro chair person)
11:30 PM - 11:45 PM – Tea
11:45 PM – 01:00 PM - Committee Session (5) - Diwan-E-Am
01:00 PM - 02:00 PM - Committee Session (6) - Diwan-E-Am
02:00 PM - 03:15 PM - Head Delegate Meeting – Durbar
03:30 PM – 03:45 PM – Hi-Tea
03:45 PM - 06:00 PM - Closing Ceremony - Diwan-E-Am
08:00 PM –10:30PM – Rajasthani Theme party.
07:00 AM to 12:00PM- local tour to heritage sites of Jaipur for the delegates.
02:00Am Guest check out from the hotel.

D) Budget for the event.

Budgeting is important for financial frame work to develop the budget for the event.
This process is helps to discussion between the conference organiser and client who
organised the event. It gives estimate idea about the expenditure of the event. There
is one more thing that organiser should take care is about monitoring system for
maximised revenue and where expenditure is minimised (McCabe, 2000p344-345).
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Hotel______Delegates______Pax_____Rates
Raj palace- Industrialist -75*(40*16,875) =6, 75000/-
Lemon tree -Students -150*(50*1,200) =60,000/-
Raj palace - Faculty – 125*(55*10,000) =5, 50000/-
__________
Fixed Rate of Rooms for three days packages= 12, 85000/-

Food cost
Hi-tea – 350*35=36,750/-
Lunch – 350*40=42,000/-
Dinner – 200*500=3, 00000/- at Raj Palace hotel.
Dinner – 150*200=90,000/- at Lemon tree hotel.
Total food cost for three day event=46, 8750/-
Sponsorship=5, 00000/- from Wipro Technology.

Final budget:-
Rooms----- 12, 85000/-
Food-------- 46, 8750/-
Marketing----3, 00000/-
Transportation---13,000/-
Administration-2000/-
Passes:-
Student -----3000/- per head.
Academic---6500/- per head.
Industrialist---8500/-per head.
Revenue:-
Total expense of the event for 3 days: Rs.20, 68750. (IND)
Income by the ticket: Rs.1900000.
Income by sponsor ship: 500000.
Profit earned: 331250/-
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Difference between fixed cost and variable cost

Fixed cost is the cost which cannot be chance in the short run even when the sales
volume changes and in variable cost is equally with the volume business.
(Schmidgall R,1997 p206-208).

E) Marketing for potential guest.

As per shone (2004) the people who are coming for the event are target market by
the help of television, via internet, newspapers, etc. The main target for the organizer
is to know about the market for an event, whether it can be used for marketing
advantage but it might be wrong some times because event could have one target
market (shone, 2004p145).

“Marketing is that function of event management can keep in touch with the event
participants and visitors (consumer), reads and build a communication program with
expresses the event purpose and objectives”(Mcdonnell,1999p106, cited from
Hall1997,p136)
So, the marketing for the potential customer, it need good process to analyzing the
students , Academic and industrialist groups for all this organizer need to plan of
audience need and what they expect in the conference, where the organiser need to
set the price of entry passes, ticket can be distributed as part of package tour
through the seller or at venue and for industrialist , speakers from bright people are
going to stay in hotel Raj palace where they affordable by their organization but in
case of student they depend upon their parents.

According to the McCabe (2000) service provider to the MICE industry not only meet
the needs of select target market segment but different from their competitors in
positioning strategies for their product(McCabe, 2000p144-145).
To promoting this type of conference organiser should consult with the help
marketing Manager of the hotel where he /she consult with media and Press which
can be costly. The most cost effective promotion technique is give article in local
newspapers and banners for the event. Now a day’s many event are promoted by
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tourism bodies with the internet being used as a source for information give to
consumer (Wagen, 2005 p79).
Sponsors play the major roles in there, it is most common funding sources for
staging an event where in few cases sponsor is happy to provide cash to support the
event or provide free goods to the organiser. Essentially, the sponsor like to
identifies there logo or his /her name and expect the return on the investment after
the event, the sponsorship has been successful and then relationship with the event
will continues (Wagen, 2005 p80).

F) Evaluation strategy of Shone and Parry.

To know the success of the event, organiser should give feedback forms to each and
every delegates of the event which can give the ideas and view of the event, they
can also gives questioners to them regarding the event and how they like it where
the organiser also consult with the hotel staff (service and security) about what they
requirement and complaints during the conference.
Shone and Parry (2004) states that the evaluation of the event is help to know the
success of the event, where it helps to organiser what there guest expectation,
needs etc. that help to approach for the next event where the organisation trying to
overcome the problem for the next upcoming event. It gives the satisfaction the
coordinator of the event but also satisfied the stakeholders/sponsors for the event
effectiveness where they spent money for the event (Shone, 2004 p220-221). The
main purpose of event evaluation is to learn how to event to improve, there lot of
underused information sources (see fig 1.1).
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(Shone and parry, 2004p221).

Conclusion

The event organized in Jaipur where the delegates of university of bright people and
the delegates from Indian reputed colleges and industrialists are ready for the
conference in hotel Raj palace. Where the delegates are offers the ticket, in order to
cross the breakeven with the best class facilities by calculating the total budget to
analyze the income and expenses and to get the sponsors that give the more profit
to the organization. In the event the main attraction is Mr. Azim Premji (chair person
of Wipro Technology) where he share the Management skills with all the delegates
of the conference where they ask there queries to him about their management
subjects and marketing techniques which requires now a days in corporate sector.

For all this marketing plays the major role in it, where it help to the organizer to
promote the event and get the sponsors by the market with the help of news paper,
e-marketing, banners etc, to bring lots of delegates in the event. After the event
organizer should take the feedback from the guest to improve the service for the next
upcoming event.
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References:-

• Ice India, 2008, Retrieved on 19/11/2008 from

http://www.iceindia.in/india-conference.asp

• Indian holiday, 2008,retrieved on 29/11/08 from

http://www.indianholiday.com/hotels-in-india/hotels-in-jaipur/lemon-tree-
hotel.html

• McDonnell I et al (1999), Festival and Special Event Management, John Wiley

& sons ltd, Australia.

• McCabe V et al (2000), The Business and Management of Conventions, John

Wiley & sons ltd, Australia.

• Navhind Times, 2008

• Rajasthan Government, Rajasthan , Retrieved on 21/11/2008 from

http://www.rajasthantourism.gov.in/Home.aspx.

• Raj Palace, Meetings and Businesses, Retrieved on 20/11/2008 from

http://www.rajpalace.com/meeting-conferences.html.
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• Shone A, Parry B (2004), Successful Event Management, Thomas Learning

Asia pvt.ltd, Singapore.

• Schmidgall.R (1997) “Managerial Accounting for the Hospitality Industry” by

united states of America, the educational institute of the hotel and motel
association.
• Wagen L, Carlos B (2005),Event Management for Tourism, Cultural, Business
and Sporting Events, Pearson Education one lake street, upper saddle river,
London.

NAPIER UNIVERSITY EDINBURGH

SCHOOL OF MARKETING, TOURISM & LANGUAGES
STUDENT DECLARATION TO BE ATTACHED TO HT32410 MODULE COURSEWORK
Plagiarism is the publication, as one’s own, of the ideas, or the expression of the ideas, of another
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 Institute Of Advance Management, GOA 14
Conference and Exhibition Management

The member of staff marking the work will seek a second opinion from another member of the
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have read, and understand the above, and that the attached piece of work for HT32410 Conference &
Exhibition Management is my own work and is free from plagiarism as defined above.

Signature ___________________________________ Date __________

Matric No:- N080 15092