A PROJECT REPORT ON

A STUDY ON AN ASSESSMENT OF PROGRESS AND POSPECTS

AT
NEXT GEN ADVERTISING CONSULTANCY PVT. LTD.

SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENT FOR THE
AWARD OF DEGREE OF
BACHELOR OF BUSINESS MANAGEMENT
OF
BANGALORE UNIVERSITY

BY
HRITWIK
REG. NO. 102AC18021

UNDER THE GUIDANCE OF

PROF. PRANATI PEHELI

ALLIANCE SCHOOL OF MANAGEMENT

BANGALORE
BATCH 2010-2013

DECLARATION
I hereby declare that the project titled A Study on an Assessment of Progress and
Prospects for Next Gen Advertising Consultancy at Patna is an original work done by
me under the guidance of Mr. Kumar Bipul, Assistant General Manager of Next Gen
Advertising Consultancy and Prof. Pranati Peheli, Faculty at Alliance School Of
Management.
The Project Report has been submitted to Bangalore University in partial fulfilment of
academic requirement for the award of the degree of Bachelor of Business Management.
I also declare that this project report has not been submitted to any other university or
institution for award of any degree or diploma.

Hritwik
Reg No. 102AC18021

ACKNOWLEDGEMENT

The situation and euphoric that accompany the successful completion of task would be
incomplete without the mention of the people who made it possible. So with immense
gratitude I acknowledge all those whose guidance and encouragement crowned my
efforts with success.
I am thankful to Mr. Arunabhasbose (Head of the Department), Alliance school of
management, Bangalore for their valuable suggestions and help extended to me
throughout the course.
I express my sincere gratitude to Mr. Kumar Bipul, Assistant General Manager of Next
Gen Advertising Consultancy at Patna for extending his valuable time and giving me all
the required information for the successful completion of this project work.
With deep sense of gratitude and indebtedness I sincerely thank Prof. Pranati Peheli, my
project guide for giving me valuable suggestions and advice throughout the execution of
the project.
Last but not least I would like to thank my parents and friends without whose cooperation this project wouldnt have been possible.

Hritwik
Reg No. 102AC18021

INDEX
SL.NO

CONTENTS
Chapter 1: Introduction

PAGE
NO.
2

1
Chapter 2: Industry Profile
2

Industry Scenario
Trends in the Industry
Key Issues and Challenges
Pest Analysis
Future Prospects

Chapter 3: Company Profile

3

5
6

43

History
Mission Vision & value statement
Services Offered
Organisational Structure
SWOT Analysis

Chapter 4: Research Methodology

4

21

50

Statement of Problem
Need of Project
Objective of the Study
Scope of the Study
Research Methodology
Sources Of Data
Limitation Of Study

Chapter 5: Data Analysis

54

Chapter 6:

77

Findings
Recommendation
Conclusion

Chapter 7: Bibliography

82

7
Chapter 8: Annexure

83

8
Index For Graph Used In Analysis
GRAPH
NUMBER
I

GRAPH

PAGE
NUMBER
23

Revenue Profile For International And Domestic Events

II

Cost Profile For International and Domestic Events

24

III

Segmentation Of Live Entertainment

26

IV

Entertainment Tax In India

33

Live Entertainment Industry Revenues

40

Features Of The Company That Forced Clients To Use Service

56

Service Used By The Clients

58

From Where The Clients Come To Know About Next Gen

60

Frequency Of Availing The Service

62

Most Important Reason For Choosing Next Gen

64

Improvement That The Clients Noticed In Next Gen

66

Quality Of Service

68

Service As Per The Requirement Of Clients

70

Availing Similar Service From Next Gen In Future

71

10

Recommendation Of Services Of Next Gen To Others

72

11

Competitor Analysis

74

12

Rating Of Next Gen

76

EXECUTIVE SUMMARY

Event management, the very topic looks challenging. A concept which gained importance
in India only after the late 90s. Commitment, leadership and mental & physical devotion
are the core factors needed to manage any type of event. Irrespective of the type or the
scale of the event, the mental and physical hard work that is to be put in, differs by only a
negligible degree of difference.

This terminology is comparatively very new to India, though Indians have been arranging
for wedding ceremonies, naming & threading ceremonies even much before
independence. But due to the lack of proper forecasting, proper material handling they
used to end up in problems like wastage of the food due to less people coming in or fire
in the pandal or food poisoning .These problems many a times used to put the families
into financial trouble after the wedding.

It is very easy for the audiences to make the event a hit or a flop. It takes just the 5
minutes for the audiences to judge the event resulting in the efforts of nearly 3-4 months
and the hard work 70-80 people either turning productive or waste. Thus the efforts they
have put in always remains at stake till the date of the event.

There are innumerable activities that have to be carried out. First of all forming
committees, then allotting different jobs to each committee is the very first step. Here all
the theoretical concepts learnt up till now in subjects like public relations, human
resource planning, logistics, human skills, controlling, accounts, organizing, and others
come into actual use.
As an event manager one must have a lot of flexibility in terms of working pattern. Be
free to do all sorts of jobs irrespective of your position.

CHAPTER ONE
INTRODUCTION

SYNOPSIS

Events are fast becoming an integral part of the marketing strategy of companies. Events
score over conventional mass media in several ways- exclusive coverage for the
sponsors, a huge captive audience to watch brand advertising and opportunity for product
trial so that product attributes can be effectively conveyed to the target audience. In
comparison to these benefits, the cost of sponsoring an event is reasonably small. For
those reasons, companies are expected to take to sponsoring events in a big way.

Live entertainment events, especially international events are drawing people in large
numbers. International artist too are making India a part of their global concert tour. Once
regulatory and taxation obstacles are over come and multi city events become an
established norm, the number of international events is expected to increase rapidly.
Hence, ticket revenue is also expected to show a steady increase in future.

Television channels are looking for driver programmes to boost viewer ship and events
offer a unique genre of programming. Television networks can either commission events
for their channels or buy telecast rights of events from event managers. In both cases, the
industry stands to gain. Commercial exploitation of merchandising and interest rights in
future by event managers would further boost industry growth

INTRODUCTION

Every time when you saw a programme like 'Filmfare' awards or those pop concerts and
beauty pageants you would have wondered how people managed to set up such brilliant
shows. Every tiny detail from your entering the venue to your going out is a result of
rigorous planning. Wellthat's event management for you.
One of the fastest and the most glamorous upcoming professions today, it means rubbing
shoulders with who's who of the crme-de-la crme layer of the city. Event management,
the most profound form of advertising and marketing, is a glamorous and thrilling
profession. It provides an opportunity for unleashing one's creative potential to a very
high degree. It demands a lot of hark work and effort but at the same time offers
enormous scope.
Event management is a process of organizing a professional and focused event, for a
particular target audience. It involves visualizing concepts, planning, budgeting,
organizing and executing events such as fashion shows, musical concerts, corporate
seminars, exhibitions, wedding celebrations, theme parties, product launching etc.
Event Management is a multi-million dollar industry, growing rapidly, with mega shows
and events hosted regularly. Surprisingly, there is no formalized research conducted to
access the growth of this industry. The industry includes fields such as the MICE
(Meetings, Incentives and Events), exhibitions, conferences and seminars as well as live
music and sporting events.
On the profession side, event management is a glamorous and exciting profession that
demands a lot of hard work and dynamism.
The logistics side of the industry is paid less than the sales/sponsorship side, though some
may say that these are two different industries.

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.

Events

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.
Reach
Livesimultaneous
interaction canvassing and studying the brand
In fact, ideally event marketing involves
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.

Right communication
PUBLICITY AND PROMOTION
with the client
With

Live

Desired

Creates
Impact
Audience
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.

WHY EVENTS

1. Brand Building
Creating awareness about the launch of new products/brand
Enormous nos. of brand/products 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 offbeat 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 1.3: 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: Techfest organized by IIT Bombay, is an annual technological festival held
by IIT Bombay 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
10

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.

SIZE OF EVENTS
11

In terms of size events may be categorized as follows:

1. Mega Events
The largest events are called mega events, which are generally targeted at international
markets. All such events have a specific yield in terms of increased tourism, media
coverage and economic impact.
Example: The Olympic Games, World Cup Soccer, Super Bowl, Maha Kumbh Mela.
2. Regional Events
Regional events are designed to increase the appeal of a specific tourism destination or
region.
Example: Delhi Half Marathon.
3. Major Events
These events attract significant local interest and large no of participants as well as
generating significant tourism revenue.
Example: Chinese New Year Celebrations.
4. Minor Events
Most events fall into this category and it is here that most event managers gain their
experience. Annual events fall under this category. In addition to annual events, there are
many one time events including historical, cultural, musical and dance performances.
Meetings, parties, celebrations, conventions, award ceremonies, exhibitions, sporting
events and many other community and social event fit into this category.
Example: Annual Trade Fair organized in Delhi, Chandipur Beach Festival

TYPES OF EVENTS
1. Sporting Events
12

Sporting events are held in all towns, cities, states and throughout the nation. They attract
international sports men & women at the highest levels.

2. Entertainment Arts and Culture

Entertainment events are well known for their ability to attract large audience. This
includes musical concerts, celebrity performances, movie releases and mahurats etc

3. Commercial Marketing and Promotional Event

Promotional events tend to have high budgets and high profiles. Most frequently they
include product launches, often for computer hardware and software, perfume, alcohol or
motor cars. The aim of promotional events is generally to differentiate the product from
its competitors and to ensure that it is memorable. The audience for a promotional
activity might be sales staff such as travel agents, who would promote the tour of the
clients or potential purchasers. The media is usually invited to these events so that both
the impact and the risk are high, Success is vital.

4. Meetings & Exhibitions

The meetings & convention industry is highly competitive. Many conventions attract
thousands of people, whereas some meetings include only a handful of high profile
participants.

5. Festivals

13

Various forms of festivals are increasingly popular providing a particular region the
opportunity to showcase its product. Food and religious festivals are the most common
events falling under this category.

6. Family
Weddings, anniversaries, divorces and funerals all provide opportunities for families
together. Funerals are increasingly are becoming big events with non traditional coffins,
speeches and even entertainment. It is important for the event manager to keep track of
these changing social trends.

7. Fund Raising
Fairs, which are common in most communities, are frequently run by enthusiastic local
committees. The effort in the organization required for these events are often
underestimated. As their general aim is raising funds, it is important that rides and other
such contracted activities contribute to, rather than reduce, revenue.

8. Miscellaneous
Some events defy categorization. Potatoes, walnuts, wild flowers, roses, dogs, horses,
teddy bears all provide the focus for an event organized in United States.

EVENT MANAGEMENT PROCESS

14

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.

Planning And Controlling 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.

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
15

planning phase. For example promoting the event may start well before site planning. All
these processes feed into each other.

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.

16

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. If planning is defined
as foreseeing all problems before they arise then problem can be reduced to a great
extent.

The result of any change in a complex system made up of a fixed number of related
variables cannot 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
17

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.

18

Staging
The staging of an event involves bringing together all the event elements around a theme.
It is where the 'action' takes place at an event - where the audience looks. Staging is the
heart of event management- it is basically the 'show'. All other aspects of event
management surround it.

The elements of staging revolve around a theme. It could be Children's Circus, the Blues
tent or a corporate dinner party theme. However the theme has to work within constraints,
available resources, what the client expects.

19

The efficient management of events is dependent on deciding what is most important in

the given time span- i.e. priority. Different types of events place different emphasis on the
staging elements. The staging is all about the guest/audience experience of the showwhether the 'show' is a sports competition, fun run or performance. An event manager
doesn't need to know all about lights, sounds, audio-visual effects, special effects, etc. but it is imperative that the manager at least knows the special terms used.

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.

20

21

CHAPTER TWO
INDUSTRY PROFILE

THE INDUSTRY SCENARIO

Event Management is a multi-crore industry with mega shows and events hosted
regularly. In India even personal functions like marriages and birthday parties have
become important social matters, and have to be professionally managed. The growth of
sophisticated and mega companies have brought forth a spurt of meetings, seminars,
exhibitions, conferences, product launches with everything being a matter of class and
style. Then comes the innumerable celebrity shows, international artists shows, shows for
a cause, road shows, competitions, that India has seen of late.

More than 700 companies have forayed into events. The early 90s has seen events spend
at a mere 0.2 bn but now it has increased to over 36.28 bn. The FICCI has estimated
event management to be a 61.32 bn industry by 2014. But surprisingly, research showed
that there was no formalized education to teach event management and Companies found
their executives not up to the mark to handle events. It was not so easy to train because
event management includes organizational skills, technical knowledge, P.R., marketing,
advertising, catering, logistics, decor, glamour identity, human relations, study of law and
licenses, risk managements, budgeting, study of allied like television and other media and
several other areas.

21

OVERALL SIZE AND SHAPE

The size of the live entertainment segment can be measured in terms of total billing for
the events managed i.e. sponsorship fees, tickets sales revenue and sales of various rights
associated with the event content such as telecast rights, music and video rights, internet
rights and merchandise rights.

Sponsorship fees: On an average, there are three sponsors for an event one main
sponsor and the two co-sponsors. The total sponsorship fees ranges between Rs. 10mn
and Rs 90mn for an international event, and between Rs. 2.5mn and Rs. 30mn for a
domestic event.

Ticket sales revenue: This revenue source has picked up substantially over the last year.
Currently, approximately 25,000 tickets are sold on an average in an international event.
Ticket sales revenue has ranged between Rs 18.2mn for the Bryan Adams event to Rs
68.7mn for the recently held show of Pitbull.

Sale of telecast rights to television broadcasters: event managers have not commercially
exploited this source of revenue so far. There have been only some stray deals involving
sale of telecast rights, for instance DNA networks has sold about 3 properties to B4U for
approximately Rs 4.5mn.

Sale of merchandise rights: In case of concerts by popular artist or groups or popular

sporting events, significant revenue can be earned through the sale of event-related
merchandise such as clothing, etc. The event manager can sell rights to merchandisers for
such activities.

22

GRAPH I
Revenue profile for international and domestic events (average)
Item
Sponsorship fees
Ticket sales revenue

International event
30%

Domestic event
80%

70%

20%

Revenue Profile for International and Domestic Events (average)

80
70
60
50
40
30
20
10
0

Sponsorship Fees

Ticket Sales Revenue

International Event

Domestic Event

(Source : Industry Estimates by FICCI)

In terms of cost, artists remuneration accounts for 40% of the costs and production
expenses such as erection costs of the stage, lights and sound, and operating expenses
such as travel and stay expenses of the troupe, freights expenses, etc. account for the
balance. This cost profile is the same for domestic event as well as an international event.

23

GRAPH II
Cost profile for international and domestic events (average)

Artists remuneration
Prodn and operation

International event

Domestic event

40%

60%

60%

40%

cost

Cost Profile for an International Event

Cost Profile for an Domestic Event

24

(Source : Industry Estimates By FICCI)

CURRENT SCENARIO

Today, Event Management has emerged as one of the fastest growing industries in
India, and a career in event management is not only lucrative but also glamorous
and challenging. Events are now acknowledged as a tremendous image multiplier
option leading to greater development. As a result, opening brighter and prospective
career opportunities for the new age career seekers.
India has just hosted Commonwealth Games and ICC WORLD CUP in the year 2010 and
2011 respectively, and India is also going organise IPL in April 2013.

What does this mean to the Event Industry?

It means jobs. It means shortage of people with the skills required to execute an event of
the enormity.
The organized industry has grown from around Rs 1876 crores during 2009 to be a 3628
crores industry in 2012. the live entertainment and event management segment has
demonstrated an overall growth over 52%. As this segment, which is still in its infancy,
becomes an increasingly important part of the media pie, it is expected to demonstrate a
growth of 30% pa over the next five years, in effect, more than doubling its size to
approximately Rs 6132 crores by 2014.
And thats just the part, which can be measured and estimated. There are around 10-15
large players with revenues around or over Rs 20 crores each and many small playersaround 70% of the segment remains unorganized. The event segment as a whole can be
divided into several key sub segments that include corporate events, sports, arts and
theatre, felicitations and contests, festivals and personal events, of these, small operators I
the unorganized sector primarily manage weddings, small corporate events, and festivals
which have not been considered for the purpose of the size and the Indus

25

SEGMENTATION
GRAPH III
Segment wise analysis of organised & unorganised
business of live entertainment

Corporate

Sports

5% 15%
20%

Arts & Theatre

35%
20%

5%

Felicitation & Contests Festivals Personal

(Source: Industry estimates, Ernst & Young Research)

26

27

KEY TRENDS IN THE INDUSTRY

The trends of international events is fast catching on
The year 2011-featured more than 100 international events in addition to the 2 annual
events by the times group The Femina Miss India contest and The Manikchand
Filmfare Awards ceremony. There were several blockbuster concerts by top international
groups Akon, Bryan Adams, Shakira, Pitbull, Scorpions Acoustica, Venga Boys and M
C Hammer. The year 2011 featured more than 100 international events including several
events on account of Millennium year effect. Accordingly, there is a trend of an
increasing number of international events in India.

Multinational companies have made popular artists their brand ambassadors

Multinational companies have realized the growing popularity of live entertainment and
artists with the masses. As a result, they are using such artists as ambassadors to promote
their brands. For instance, Pepsi has appointed Mahendra Singh Dhoni and other Indian
cricket team Player as its brand ambassador while Thumps Up (Coca Cola Co.) has done
the same with Salman Khan.

Live sporting events are also becoming big budget entertainment events
Live events (besides cricket) such as badminton championship, motor sports events,
hockey championships are increasingly catching the fancy of sports lovers in the country.
Corporate sponsors are also spending huge sums of money on such events. The year 2001
saw three major events Formula One (2012 season), Olympic Field Hockey
Qualification at New Delhi (2012) and South Asian Winter Games (2011) at Dehradun
and Auli.

28

The trend of single city international events has been broken

Concerts by international artists are now held in multiple cities as opposed to just one city
earlier. For instance, the Pitbull India Tour 2012 was a series of concerts across three
cities in India Delhi, Pune and Mumbai. The Bryan Adams concert was held at
Bangalore and Mumbai. This trend can grow rapidly provided obstacles such as high
levels of entertainment tax and cumbersome approval procedures are removed in many
states.

The practice of ticketing for events has been firmly established

The free lunch for consumers of live entertainment is over and ticketing as a practice has
been established. The encouraging fact is that events, especially international events,
were huge crowd pullers despite pricing of tickets. Cases in evidence were the sold out
shows of Bryan Adams, the concert of Scorpions Acoustica (audience of 25,000) and
Deep Purple (audience of over 30,000). This clearly brings out the value that Indians are
attaching to quality live entertainment.

The Indians event management industry moved a step towards organized activity
The industry, which has grown over the years in a rather disorganized manner and still
largely comprises non-corporate entities, instituted the Event management Association of
India under the aegis of the Federation of Indian Chambers of Commerce and Industry
(FICCI). With this, the industry has taken the first step towards organized activity. The
industry forum should assist the players in addressing and resolving industry issues that
are stumbling blocks to growth.

29

Single window for central government clearances for inbound foreign artists has
been created
Managing an international event has been made significantly easier with the Government
of India (GoI) entrusting the Reserve Bank of India (RBI) with the role of providing a
single window for all the central government clearances necessary for a foreign artist or
group to travel to and perform in India. However the processing of applications has been
centralized at RBIs Headquarters in Mumbai.

30

Key Issues & Challenges

Besides generating revenues directly through sponsorships and ticket sales, an event also
has a strong ripple effect on the economy. In case of a visiting foreign artist, GoI receives
income tax revenues from the artist. The state government receives entertainment tax
from the sale of tickets. The city municipality receives revenue in the form of hire
charges for the stadium or ground where the event is held. The event involves a large
number of people traveling to the venue. For instance, people from all over the country
traveled to Bangalore and Mumbai for the Bryan Adams concert. Therefore, such an
event gives an immense boost to the local industry such as hotels, restaurants and
transport as well as national industries such as airlines, railways and logistics. Despite its
revenue potential and spin off benefits, the industry is facing several issues that are
impeding its growth. These are discussed below.

Entertainment tax
The entertainment industry has to pay two main taxes namely entertainment and service
taxes. The entertainment tax in India is much higher than in other Asian countries and
varies from state to state. It varies from 15% to 110%. The industry has appealed to the
government to levy a uniform entertainment duty across India. This is perhaps the biggest
hurdle the industry is facing currently. While event managers wish to hold events in more
cities, the high rates of entertainment tax on ticket sales in certain states are forcing them
to avoid such states. For instance, according to industry sources, Mumbai has become
quite unfavourable for events owing to a tax rate of 45%. On the other hand, Chennai and
Bangalore has become a preferred venue primarily because of a low tax of 15% and 30%
respectively.
A high tax rate makes events unviable and therefore, states that charge high rates will lose
out on events, and potential tax revenues from such events. In contrast states that charge
lower rates would attract more events and benefit from higher tax revenues. Hence, it is
but clear that several states need to reduce their tax rates in order to become favourable
destinations for events.
31

Global Comparison
In developed countries in the west i.e. the USA, Canada and European countries, live
entertainment is a very organized and advanced industry. Most individual artists/
entertainment troupes perform anywhere between 60 to 80 shows in these markets. For
example, Depeche Mode, in the year 2000 from June 15 to November 05, performed 81
shows between Europe and North America, which total tickets sales of US $ 1.08mn.
Besides music, there are also events for children like the Barney Circus tour, The Walt
Disney Circus Tour, Magic Shows and a variety of other live entertainment events. On an
average in a year, there are about 180 live entertainment shows in these markets playing
at multiple venues, cities and countries. The live entertainment business is also closely
linked to the record music labels, which work in tandem to promote and sell the music
albums of popular artists. Besides western countries, the two other significantly
established markets are Japan and Australia, and fast catching up with them are
Singapore, Hong Kong and Bangkok.
GRAPH IV
Entertainment tax for live events in certain states
State
Jharkhand
Andhra Pradesh
Maharashtra
Kerala
Uttar Pradesh
Bihar
Karnataka
Tamil Nadu
Jammu & Kashmir
Rajasthan

Tax Rate(%)
110
20
45
30
60
50
30
15
Nil
Nil

32

120

100
Jharkhand
Andhra Pradesh

80

Maharashtra
Kerala
Uttar Pradesh

60

Karnataka
Tamil Nadu

40

Jammu& Kashmir
Rajasthan

20

Bihar

0
Tax Rate

(Source : Filmtvguildindia)

Withholding tax on foreign artists remuneration

As per existing regulation, the event manager is required to deduct tax at the rate of
30.6% from the remuneration paid to a foreign artist. In most cases, artists require event
managers to bear this tax burden, as a result of which events often become a non-starter.
Given this scenario, India has the potential to host many more international events every
year provided GoI reduces the withholding tax rate to a more reasonable level. More
events would mean higher tax revenues for the GoI despite the reduction in tax rate.
Simultaneously, it would also give a great fillip to the live entertainment business in
India.

Regulatory clearances for events

There are several clearances required at the central level (for an international event) and
the state level, for organizing an event. While the single window clearance facility with
RBI has vastly facilitated central clearances, decentralization would speed up the
33

approval process. At the local level, according to industry, on an average, 18 different

approvals are required from various agencies for staging an event. State governments
need to realize that they stand to gain substantially (in terms of higher entertainment tax
revenues) if they make it easy and simple for event managers. A significant reason for
Bangalore attracting many events is the helpful attitude adopted by the State government
and city authorities towards the event management industry.

Clearly the need of the hour is rationalization of taxes to a more manageable level of
around 10%-15% across all states.

Service tax
The rate now proposed by the Budget is 12.36 percent of service tax. This will have a
detrimental effect on industry. Even if the industry passes the tax on to the clients, from
the viewpoint of the client this would only desist clients from spending on events.
The Government has budgeted a target of Rs 180,141 crore towards service tax for 201314 on the back of the enhanced rate.

Infrastructure
Industry experts believe that there is a need for large, international quality facilities in all
major cities in India, supported by a network of hotels and domestic transport. This is
because the current infrastructure in the form of event venues of international quality and
size is not adequate. Mumbais largest auditorium, the 2800 seater Shanmukhananda Hall
is generally booked for over 95% of the year.

34

Corporatisation

Corporatisation is on the increase, as more and more clients source services from large
companies who provide better quality end-to-end solutions using experts. Corporatisation
will eventually result in increased accountability, ability to benchmark performance and
more accurate measurement of industry size and growth. Corporatisation also assists in
obtaining finance, a key requirement for specialized players with high technology and
equipment costs, as well as for promoter driven events.
Having highlighted the issues and possible solutions, the potential for growth within the
industry is immense.

Ideation

The use and re-use of event formats are not only diluting their impact but also confusing
customers. The best example of this is the recent plethora of Auto Events. CNBC
Autocar, ICICI Overdrive, Business Standard Motoring and BBC Wheels all held car and
bike awards for the year 2009-10, within 2 months of each other.
There is need to create newer, innovative event formats to capture target audience
attention. Differentiation is the key. Innovative ideation also has a large export potential.

35

Quality of services
Quality of event execution remains poor in the main, as it is seen in the form of shabby
sets, poor equipment and inadequate facilities provided during events what event
managers attribute to the chalta hai! attitude. Specialization is clearly the way forward.
Specialization is clearly proportional to the quality of the event, which in turn provides
more option to the customer and even reduces cost. It also results in the availability of
better event technology (lights, mechanics, fireworks etc), an arena which India is now
catching up with the West. However, the lack of adequate number of specialists in many
areas of event management still needs to b addressed.

Training

Training is another key initiative, which is required to improve the quality of output. A
number of institutes like The Event management development institute (EMDI), National
institute of event management, Mudra institute of communication etc provide part time
and full-length courses in event management. Fresh talent is generally absorbed directly
into industry.

Promoter driven events

With the expected increase in the number of promoter driven events a few years down the
line (where ticketing revenues are larger than sponsorship revenues) risk will devolve on
the event manager. Correspondingly, the focus will be on the project management to
ensure promoters funds are deployed in correct manner, expenses are authorized and
timeless are adhered to.
36

Desired customer experience

Given the large Indian population and growing per capita income, the demand for event
remains robust. The key driver for success is the ability to provide the desired experience
to customers so that their objectives are met. This can be achieved through ideation,
careful planning and detailed budgeting. The flexibility to change event formats, create
new types of events and execute them within the limitations of available infrastructure
and resources (electricity, security, regulations etc. ) are key to ensure growth in the
segment.

37

PEST Analysis of Event Industry

POLITICAL FACTORS

Government regulations policies are not in favor of the industry.

Heaviest tax imposed on the industry.

ECONOMIC FACTORS

Controlled Inflation levels.

Low interest Rates.
Provided further Liquidity.

SOCIAL FACTORS

Changing lifestyle of the people.

Increase in per capita income of the people.
Rise in Demand for organized events project.

TECHNOLOGICAL FACTORS

Internet revolution.
Increase of Media intervention.

38

FUTURE PROSPECTS

It appears that the future growth of the event industries, be it concert rock, pop or filmi,
award ceremonies or the likes, hinges on two critical factors rationalization of laws and
regulations by the government to facilitate a health growth of this industry and a mindset
change amongst audiences long used to freebies to pay for their entertainment., initiatives
like the Event Management Association are positive steps already initiated by the
industry players.

The huge potential for this industry needs to be harnessed through improved product
quality, which can be achieved through a sharper focus on meeting customer needs.
Alliances with international event management companies, technological up gradation,
and innovative ideation are the cornerstone for growth.

As the company grows, assets like technology, stage, materials etc may be acquired to cut
costs in the long run. Therefore, investment required may increase to include other assets
like sound and light systems that are being outsourced. As the company becomes event
savvy, more companies will budget for events in annual plans in the future. Currently,
the profit margin is 15% annually, however with the growth of EMCs and the price wars
will see profitability fall.

39

As Michael Menezes, MD Showtime Events puts it, the current year has been good
and things can only get better!
On account of these factors the industry is expected to grow at a healthy rate of 30% per
annum over the next 5 years, to a size of Rs 23.62bn in 2014.
GRAPH V

40

70

60

50

40

30

20

10

0
2009

2010

2011

2012

2013P

2014P

Total Live Entertainment Industry Revenues (Rs. bn)

(Source: Industry Estimates Ernst & Young)

41

42

CHAPTER THREE
COMPANY PROFILE

A BRIEF HISTORY OF NEXTGEN WORLD

We are specialized in providing full range of
BTL(Below-the-Line) services. They include sampling, consumer promotion, trade
promotion, merchandising, special events etc.
Why BTL
A below the line agency integrates a wide range of precision strategies and TACTICS to
Achieve Broad and Mesurable Marketing objectives for its clients.

We are also a one-stop-shop for event management, covering the entire gamut of
promotional activities. We aspire to provide our clients with the highest quality and the
most professional services available in the industry.
We have a team of specialized professionals in every aspect of Advertising & event
management to take care of the clients minutes desires.

The Next Gen Advertising Consultancy Event Management team today is stronger than
ever. With offices in all the top City in India. Our multi-lingual team is made up of
creative, diverse individuals who excel at creating fantastic events.
We are one of Indias leading agencies in Event-Management. More importantly, our
record encompasses just about every domain and sector of industry and service, operating

41

in every conceivable market segment, and extending in scope from the regional to the
multinational.

In all this diversity our core principles continue to apply: focus on clients essential
strengths, positive attributes and competitive edges; establish a distinctive and credible
corporate identity and personality; and take particular care in media selection, so as to
obtain maximum meaningful coverage for the spend.

Well planned corporate events and advertising can help companies minimize the cost of
capital and maximize the stability of its investor base. It can add perceived value to a
company and its positioning. It can help the company attract fresh interest, and stimulate
new demand.

Since our inception, in Y2K(2000), we have established strategic partnerships across

industries - providing customized advertising and communication consultancy and
research. Over the years, we have become a Next-Generation firm with a 360 degree
approach in event management, advertising, supported and strengthened by our in-depth
knowledge of the consumer as well as market sentiments. We specialize in end-to-end
solutions in strategic marketing - starting from research, strategy building and execution
of specifically targeted communication campaigns. Our aim is to help our Clients find
their niche position in the market, thereby making them frontrunners in their fields. We
also help position clients in a cross-market context, keeping our fingers on the consumer
pulse and creating excitement about our client's brands through communication strategies
with multiple.

What we do
In Events Management, we believe that there is no better business referral than that given
by a satisfied customer. That's why we are committed to finding out what exactly our
customer's needs are.

We are committed to deliver solutions that meet their need and with complete
satisfaction. Relationships are a key for getting faith of the customers for our company.

42

We pride ourselves on perfection, professionalism and a personalized experience. As an

integrated marketing and communications company we understand the diversity of the
eventing landscape and will act as your guide as we take you into new awe-inspiring
territories.
The company has the ability to provide all the services required for a new or any
established event which look and feel like a World Champions.

How we work
Step 1: Requirements
In this initial interactive stage, project requirements and objectives are developed and
refined. We work together to target objectives, create an initial SWOT analysis and create
an Artistic Proposal based on your objectives. This Artistic Proposal is a type of story
board meant to show general direction. The preparation for this requires a team effort
between the key decision makers and our designer. We need approx 1hr meeting/phone
discussion with your team and approx 7 working days latter a personal presentation with
the final decision makers. Once a basic idea has been agreed we begin step 2. (Note
before the artistic proposal can be presented we require a basic confidentiality
agreement. Should a full proposal requiring detailed budget breakdowns, renderings etc
be required a basic proposal fee (Hk$5000up) will be charged, this fee less any expenses
will be deducted from final bill.)

Step 2: Design
During this phase, emphasis is placed upon the "manufacturing" design process to
establish blueprints for necessary locations, and drawings for presentation. Appropriate
reviews are calibrated against meeting objectives in order to keep the design phase on
target. Once an agreement is reached we start production.

Step 3: Production
It is during this phase that the actual construction of all items take place. For instance;
hotels booked, film and video shot, music scored, transportation arranged, staging
constructed, menus finalized, entertainment booked, agendas manufactured, costumes
created etc.

43

Step 4: Implementation
The Event General Manager and the Events Management & Production Team, are on-site
to bring all elements together for a successful event. Load-in, set-up, rehearsals, and
adjustments are made to completely satisfy your requirements. This is where our
experience and attention to detail come together to deliver a flawless project.

Step 5: Evaluation
At this phase, your event is analyzed comparing audience reaction against the stated
objectives of your event. The evaluation, along with a complete financial statement, is
then packaged for management use. This information is invaluable to our clients for
measuring the impact of their event's objectives while learning about marketing and
opportunities for the future.

44

Mission Vision & Values Statement of the Next Gen

Our Vision:
To create innovative world-class experiences that connect, educate and inspire.

Our Mission:
We are committed to ensuring you receive tailored event solutions that bring exceptional
results. We ensure the process, planning and execution is implemented with ease and
fluency for our clients internal staff. We want you to not only love the experience of your
event, but also the experience of working with us!

Our Values
Integrity
We maintain integrity in all our interactions and partnerships with others, whether
employees, clients, prospects or third parties.

Solutions
We strive to continually enhance, improve and increase value to our clients by striving to
provide desired tailored event solutions. The knowledge, experience, capabilities and key
learnings of our team are continuously enhanced, giving us the leading edge.

Authenticity
We strive to be authentic in our dealings with others, whether employees, clients or third
parties. Our genuine approach helps us to foster trust in the many connections and
partnerships we form.

45

Passion
We offer superior customer service. We are passionate about doing our best and
improving the things we do.

Teamwork
We cultivate a genuine team spirit, with all others benefiting from our unity.

Excellence
We strive for excellence in all that we do.

Services offered by Next Gen Advertising Consultancy

1. Promotional Activities

2. Business Related Events.

3. Theme Based Event.

4. Promoter Based Activity.

5. Security arrangements.

6. Mc, DJ, Artists.

7. Banners & Branded Gates.

8. Stage Setup.

9. Launch Product & Brand.

13. Games During Promotion

46

Organisational Structure

SD
AI
LR
E
SC
&T
MO
AR
R
K
E
T
I
N
G
47

SWOT ANALYSIS

Strengths:
Sales and profits have grown steadily.
Has a good reputation for quality.
Able to react to changing conditions effectively.
Good relationship with clients.

Weaknesses :
Lack of marketing expertise
Less Experience in the business

Opportunities:
New management team, wanting to improve overall organizational effectiveness through
organizational development and cultural management programs.
A developing market such as the Internet

Threats:
Price wars with competitors.
Heavy taxation imposed by the governments (Entertainment tax).

48

SOME OF THE EVENTS ORGANISED BY THE COMPANY

49

CHAPTER FOUR
RESEARCH METHODOLOGY

Title of Research
An assessment of Progress and Prospect Of Next Gen Advertising Consultancy

Statement of the Problem

The main objective of my study is to find the main strategies, policies used & various
sales promotional activities of Next Gen Advertising Consultancy.
Without proper forecasting & proper material handling Event Management
would end up in problems like wastage of food due to less people coming in
or fire in the pandal or food poisoning . These problems many a times put the
families into financial trouble after the event (Example: wedding).
Most importantly, for an Event Management to be a success it requires a lot
of understanding of the logistics and the required skill set of the people
involved in all these activities. Due to lack of knowledge among people and
the concept of Event Management being very new, it usually tends to lose its
importance. Finally, the point to be noted here is that, there is cost element
involved in it. The statement of the problem includes:

Lack of understanding the sources through which the company

information is being carried forward.
The need of understanding the frequency of service requirement
Need of understanding the competitors and their market as well as
their USP and measures of differentiating service.
Need of understanding the expectations and the fulfillment of those
among the customers.

Need of the Project

The need of the project is to study and analyses certain issues in event marketing and
event management (with particular reference to Next Gen Advertising Consultancy),
which need further attention. And some suggestions have been given to make the Event
Marketing and event management more effective in order to utilize its full potential and
serve the objective of an event and be mutually beneficial for the Company and the
customer.

50

Objectives of the study

1. To study the progress and prospects of Next Gen Advertising Consultancy in
terms of customer service in the event management industry.
2. To identify the problems associated with event marketing in context to Next Gen
Advertising Consultancy.
3. To understand customer requirements and satisfaction level.
4. To offer suggestions for improvement to make it a more productive investment for
the company.

Scope of the study

1. To understand the short coming of event marketing and event management.
2. How these are perceived today.
3. Problems faced by Next Gen Advertising Consultancy.
4. Understand and manage the event in the best and effective way so as to increase
the productivity of the company.

Research Methodology
Primary data was gathered by detailed discussions with executives (including top and
middle level) and the corporate clients of Next Gen Advertising Consultancy.
The information gathered was studied and analyzed. It revealed certain issues in event
marketing by Next Gen Advertising Consultancy which need further attention and some
suggestions have been given to make the Event Marketing more efficient and effective in
order to utilize full potential of the company which will be mutually beneficial for the
company and its customer.
Exploratory research is a type of research conducted for a problem that has not been
clearly defined. Exploratory research helps determine the best research design, data
51

collection method and selection of subjects. It should draw definitive conclusions only
with extreme caution. Given its fundamental nature, exploratory research often concludes
that a perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available
literature and/or data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal approaches through
in-depth interviews, focus groups, projective methods, case studies or pilot studies. The
Internet allows for research methods that are more interactive in nature. For example,
RSS feeds efficiently supply researchers with up-to-date information; major search
engine search results may be sent by email to researchers by services such as Google
Alerts; comprehensive search results are tracked over lengthy periods of time by services
such as Google Trends; and websites may be created to attract worldwide feedback on
any subject.
The results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation. Although the
results of qualitative research can give some indication as to the "why", "how" and
"when" something occurs, it cannot tell us "how often" or "how many".
Exploratory research is not typically generalizable to the population at large.
The secondary data was gathered from various marketing journals and books on event
marketing, sales promotions and publicity. Daily newspaper reading in order to keep
track of various kinds of events also proved helpful.

SOURCES OF DATA

Primary data

Secondary data

Limitation of the Study

1. The study was confined to the city of Patna.
52

2. The finding of the study are time bound as the survey was based on opinion which
are liable to change on time and hence a review of the findings might be required
while using the study on extended time interval.
Some data might have got overlooked due to the above stated reasons.

53

CHAPTER FIVE
DATA ANALYSIS AND
INTREPRETATION

ANALYSIS & RESEARCH FINDINGS

PRIMARY DATA ANALYSIS
The present study has been undertaken to get the first hand exposure on the mindset of
clients of Next Gen Advertising Consultancy towards the company and their involvement
in events as and when they come across, if any.
A questionnaire was designed keeping in mind the requirements for study & analysis of
my thesis for comparing the hypothesis with the outcome of this survey.
A general survey conducted with a sample size of 50 respondents revealed the following
facts regarding the mindset of people towards the Next Gen Advertising Consultancy in
managing and organizing event.
This survey also gave scope to take necessary steps for organizing an event at right place,
right time and in front of the right target audience.

Now, Lets have a look at what clients of Next Gen Advertising Consultancy feel about
company.
54

GRAPH 1

Features of Company that forced you to use their services.

Features

Respondents

Percentage

Saved time and money

13

26%

Improved business and

17

34%

Creativity

10

20%

Branding

10

20%

Total

50

100%

revenue

55

Feature of Company that forced you to use their services

40%
35%
30%
25%
20%
15%
10%

Feature of Company that forced you to use their services

5%
0%

ANALYSIS:
From the above table it is understood that the features of the company that forced the
respondents to use of the service of the company were, 20% of respondents replied that it
saved their time and money, 34% for improved business and revenue, 20% for their
creativity and 20% on the basis of branding.

INFERENCE:
From the above graph it can be inferred that the majority of respondents chose Next Gen
Advertising Consultancy because it saved their time and cost.

56

GRAPH 2

Which service is used by the clients when they want to organize any event.

Services

Respondents

Preference in %

Promotional Activities

15

30%

Theme Based Events

14%

Corporate Meetings

12

24%

Stage Setup

18%

Product & Brand Launch

14%

Total

50

100%

57

services used by the clients when they organize any event

35%
30%
25%
20%
15%

services used by the clients when they organize any event

10%
5%
0%

ANALYSIS:
From the above table it is understood that the service use by their clients when they
organize any event were, 30% of respondents use it for promotional activity, 14% for
theme based events, 24% for Corporate meetings, 18% for stage setup and 14% for
product and brand launch.

INFERENCE: From the above graph it can be inferred that the majority of respondents
use the service for promotional activity.

58

GRAPH 3

From where you came to know about the Next Gen

Source of Information

Respondents

Percentage

Newspaper

14

28%

Banners

16%

Internet

11

22%

Referral

17

34%

Total

50

100%

59

Source of Information
40%

35%

30%

25%
Source of Information
20%

15%

10%

5%

0%
Newspaper

Banners

Internet

Refferal

ANALYSIS:
From the above table it is understood that the sources from where the respondents come
to know about Next Gen were, 28% of respondents come to know from newspaper, 16%
from internet, 22% from referral and 34% from referral.

INFERENCE:
From the above graph it can be inferred that the majority of respondents come to know
about the company from referral.

60

Graph 4

How often the services are availed by the clients

Frequency of availing the

services

Respondents

Percentage

Quarterly

19

38%

Half Yearly

15

30%

Yearly

12%

Occasionally

10

20%

Total

50

100%

61

Frequency of availing the services

40%
35%
30%
25%

Frequency of availing the

services

20%
15%
10%
5%
0%
Quarterly

Half Yearly

Yearly

Occasionally

ANALYSIS:
From the above table it is understood that the frequency of service availed by respondents
were, 38% on quarterly basis, 30% on half yearly basis, 12% on yearly basis and 20% on
occasional basis.

INFERENCE:
From the above graph it can be inferred that the majority of respondents avail the service
on quarterly basis.

62

GRAPH 5

Most Important reason for choosing Next Gen

Features

Respondents

Percentage

Quality Services

17

34%

Timely Services

12

24%

Brand Name

18%

Limited Choice

8%

Cost Effectiveness

16%

Total

50

100%

63

Reason for choosing Next Gen

40%
35%
30%
25%
20%
Reason for choosing Next Gen
15%
10%
5%
0%

ANALYSIS:
From the above table it is understood that the factors that the respondents considered
while choosing the Next Gen were, 34% of respondents chose on the basis of quality
service, 24% for timely service, 18% for Brand Name, 8% for limited choice available in
the market and 16% on the basis of cost effectiveness.

INFERENCE:
From the above graph it can be inferred that the majority of respondents chose Next Gen
on the basis of Quality service.

64

GRAPH 6

What are improvement you have noticed in your engagement with Next Gen

Characteristics

Respondents

Percentage

Enhanced Quality

18

36%

Schedule Adherence

11

22%

Understanding of
Requirement

12

24%

Responsiveness of
Employees

18%

65

Improvement that the clients have noticed in Next Gen

40%
35%
30%
25%
20%
15%

Improvement that the clients have noticed in Next Gen

10%
5%
0%

ANALYSIS:
From the above table it is understood that the improvements that the respondents have
noticed in Next Gen were, 36% of respondents noticed improved quality, 22% noticed
schedule adherence, 24% for understanding the requirement of the clients, 18% noticed
responsiveness of employees.

INFERENCE: From the above graph it can be inferred that the majority of respondents
identified that the Next Gen has improved upon its quality.

66

GRAPH 7

How would you rate the quality of service of Next Gen

Opinion

Respondent

Percentage

Excellent

15

30%

Good

20

40%

Average

12

24%

Bad

6%

Total

50

100%

67

Quality of Service

Excellent
Good
Average
Bad
Terrible

ANALYSIS:
From the above table it is understood that the quality of service of Next Gen were, 30%
excellent, 40% good, 24% average, 6% bad.

INFERENCE: From the above graph it can be inferred that majority opinion of response
about the company are good.

68

GRAPH 8

To what extent do you feel that the service is as per your requirement.

Opinion

Respondent

Percentage

Almost all requirement

15

30%

Most of the requirement

28

56%

Some of the requirement

10%

None of the requirement

4%

50

100%

Total

69

Response about the service as per the requirement

Almost all requirement

Most of the requirement
Some of the requirement
None of the requirement

ANALYSIS: From the above table it is understood that the opinion response about
requirement fulfilled by the company were as, 30% almost all the requirement, 56% most
of the requirement, 10% Some of the requirement and 4 % none of the requirement.

INFERENCE: From the above graph it can be inferred that majority opinion of response
about the enquiry about company fulfilling the requirement of client are most of the
requirement.

70

GRAPH 9
In future, would you like to avail similar service from us.
Response

Respondents

Percentage

Yes

33

66%

May be

15

30%

No

4%

Total

50

100%

Response about availing similar service in future

Yes
May be
No

ANALYSIS:
From the above table it is understood that the opinion response about availing service of
the company in future were, 66% yes, 30% may be and 4% no.

71

INFERENCE: From the above graph it can be inferred that the majority of respondents
would like to avail the service of the company.
GRAPH 10

Would you recommend our service to anyone else.

Response

Respondent

Percentage

Yes

35

70%

May be

12

24%

No

6%

Total

50

100%

Respose about recommending the service to others

Yes
May Be
No

ANALYSIS: From the above table it is understood that the opinion response about
recommending service to others were, 70% yes, 30% may be, 6% no.

72

INFERENCE: From the above graph it can be inferred that majority opinion of response
about recommending service to others are yes.

GRAPH 11

If not Next Gen than which company you would prefer.

Competitor

Respondent

Percentage

A-ZONE EVENTS

23

46%

RED CHILLY EVENTS

AND MEDIA

14

28%

SALEEM EVENTS AND

PROMOTIONS

16%

SS MEDIA
CONSULTANTS

10%

Total

50

100%

73

Competitor Analysis
50%
45%
40%
35%
30%
25%
20%
15%
10%

Competitor Analysis

5%
0%

ANALYSIS:
From the above table it is understood that the opinion response about choosing
competitor on the basis of level of satisfaction were as, 46% A-Zone events, 28% Red
Chilly events and Media, 16% Saleem events and promotion & 10% SS Media
Consultants.

INFERENCE:
From the above graph it can be inferred that majority response about choosing competitor
on the basis of level of satisfaction is A-Zone events.

74

GRAPH 12

How you will rate the Next Gen services on the scale of 1 to 10 ?
Competitor

Respondent

Percentage

0%

4%

2%

4%

12%

8%

18%

11

22%

10

20%

10

10%

Total

50

100%

75

Rating Of Next Gen

25%

20%

15%
Rating Of Next Gen

10%

5%

0%
1

10

ANALYSIS:
From the above table it is understood that the rating given to the competitor were, 4%,
2%, 4%, 12%, 8%, 18%, 22%, 20%, 10% respectively.

INFERENCE:
From the above graph it can be inferred that majority response about Next Gen is 8 i.e.,
22%.

76

CHAPTER SIX
FINDINGS,
RECOMMENDATION AND
CONCLUSION

FINDINGS
The research done on this study left us with a number of findings. All findings and
conclusion are basically drawn from the questionnaires, which were filled by the
respondents.

Providing quality and timely services.

Helps the business in increasing revenue.
Referral which means word of mouth is best advertising tool for the company.
Less number of competitors in the market.
30% of the customer are highly satisfied with the service of the company.
40% of the customer are satisfied with the service of the company.
24% of the customer are less satisfied with the service of the company.
6% of the customer are not satisfied with the services of the company.
Responsiveness of the employees and schedule adherence of the company needs
to be improved further.
Company needs to improved on timely services there by building its brand name
and also the price charged by the company should be reduced to some extent.

30% of the respondents use the service of the company to promote their products
and services.

24% of the respondents use the service of the company to arrange corporate
meetings.

77

 26% of the respondents opt for company services as it help them in saving time
and money.

34% of the respondents opt for the services of the company as it helps them in
increasing business and revenue.

30% of respondents got to know about the Next Gen through Referral.

36% of the respondents have noticed improvement in the quality of the service by
Next Gen.

38% of the respondents avail the services of the company on the quarterly basis.

46% of the respondents prefer the service of A-Zone Events other than the Next
Gen.

70% (including excellent and good feedback) of the respondents have good
opinion about Next Gen.

60 % of the respondent is dealing with Next Gen for 2 years.

56% of the respondents feels that most of the requirement are fulfilled by the
company.
66% of the respondents like to avail similar services in the future from Next Gen.

70% of the respondents will recommend the service of the company to others.

78

RECOMMENDATION

After studying various areas in the course of the project I would like to place forward the
following recommendations.

79

 Referral i.e., word of mouth is best advertising tool for the company, So the
company needs to focus more on fulfilling the requirement of the clients

The service can also improve equally with competitors. Most of the customers
looks for quality services.

They can focus on the competitors also to have a close look on their strategies.

Responsiveness of employees need to be improved further.

The company can improve their relationship with clients by giving them corporate
gifts and discounts.

Improve the advertisement activities such as Banners, Posters, Hoardings and

Internet to increase their brand visibility and brand value.
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.

CONCLUSION

From the study it is concluded that majority of the respondents are satisfied with the
services of the Next Gen Advertising Consultancy.

80

The project helps the Next Gen to know about their clients satisfaction level, So the Next
Gen can take the required steps to overcome the problems of the customers.

In Case of Next Gen Advertising Consultancy, the efficiency and the quality of services
provided by the company is highlighted to the customers in order to attract them. This
can only be done by words of mouth, referrals of the customers and advertising.

The study was aimed at scenario of the event management industry in Patna. The survey
results may help the company to understand about the customer or the various challenges
of event management industry in Patna.

To conclude the above mentioned finding are to be viewed seriously and if implemented
where ever applicable shall do well to the company.

81

CHAPTER SEVEN
BIBLIOGRAPHY

BIBLIOGRAPHY
1. Event Management and Marketing by Sanjaya gaur and Sanjay Saggere
2. The Indian Entertainment Industry by Ernst & Young
3. Festival & Special Event Management by Johnny Allen
4. Marketing Management by Kotler Philip
5. Internet
www.nextgenworld.com
www.event4u.in
http://www.filmtvguildindia.org
www.ficci.com
www.eventmarketer.com
www.marketersadvantage.net/articles.htm?k=Network%20Marketing
www.marketingnpv.com
www.india.gov.in/business/growing_business.php
www.hindustantimes.com
www.businessknowhow.com
6. Newspaper
Times of India
Economic Times
7. Periodicals
Business & Economy
Business World

82

CHAPTER EIGHT
ANNEXTURE

QUESTIONNAIRE
COMPANYS NAME
EMAIL

.
.

1. What is the feature of Company that forced you to use their services?
a) Saved time and money
b) Improved business and revenue
c) Creativity
d) Baranding

2. Which service is used by you when you want to organize any event?
a) Promotional activities
b) Theme Based Events
c) Corporate meetings
d) Stage setup
e) Product and brand launch

3. From where you came to know about the Next Gen?

a) Newspaper
b) Banners
c) Internet
d) Referral

4. How often you avail the services from Next Gen?

a) Quarterly
b) Half yearly
c) Yearly
d) Yearly

5. What is the most important reason for choosing Next Gen?

a) Quality services
b) Timely service
c) Brand name
d) Limited choice
83

e) Cost effectiveness

6. What improvement you have noticed in your engagement with Next Gen?
a) Enhanced quality
b) Schedule adherence
c) Understanding of requirement
d) Responsiveness of employees

7. How would you rate the quality of service of Next Gen?

a) Excellent
b) Good
c) Average
d) Bad

8. To what extent do you feel that the service is as per your requirement?
a) Almost all the requirement
b) Most of the requirement
c) Some of the requirement
d) None of the requirement

9. Would you recommend the service of Next Gen to anyone else?

a) Yes
b) May be
c) No

10. In future, would you like to avail similar service from us.
a) Yes
b) May be
c) No

11. If not Next Gen than which company you would prefer.
a) A-ZONE EVENTS
b) RED CHILLY EVENTS AND MEDIA
c) SALEEM EVENTS AND PROMOTIONS
d) SS MEDIA CONSULTANTS

84

12. How you will rate the Next Gen services on the scale of 1 to 10?
(Open answer)

85