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PBL O2 Event and


Artist Management
Inc.





Section III
Group O2
Ankit Daga (13309)
Debanjan De Sarkar (13315)
Sonam Sodhi (13351)
Vaibhav Gupta (13357)
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Contents
1. Background ......................................................................................................................................... 3
2. Problem Statement ............................................................................................................................. 3
3. Situation Analysis ................................................................................................................................ 4
3.1 Context .......................................................................................................................................... 4
3.2 Competitors .................................................................................................................................. 4
4. Framework .......................................................................................................................................... 4
5. Perspectives of the problem ............................................................................................................... 5
6. Possible Solutions ............................................................................................................................... 6
7. Risks Associated .................................................................................................................................. 7
8. Final Recommendation ....................................................................................................................... 7
8.1 S.M.A.R.T Goals ............................................................................................................................. 8
8.2 McFarlans Strategic Grid Analysis ............................................................................................. 9
8.3 Risk Grid Analysis ..................................................................................................................... 10
9. Learning from PBL ............................................................................................................................. 10
10. Self-Assessment .............................................................................................................................. 11















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1. Background

Every child is an artist. The problem is how to remain an artist once we grow up
---Pablo Picasso
O2 is an event and artist management private limited company based out of Kolkata. In recent years
due to the boost in the events and entertainment industry, event management has become a
lucrative field for making money. However this industry is highly unorganized and is accompanied by
a number of challenges. The challenges are listed below and going forward we will discuss these
challenges with regards to O2 Event and Artist Management Inc.
Lack of experienced event managers Event management industry is in its nascent stage
and is growing at a fast pace. Owing to this reason the industry has very few experienced
event specialists.
Standards, processes and regulations Processes are not well defined which leads to
repeatable event management mistakes. Lack of standards adds fuel to this issue. A host of
government regulations and laws are in place however unawareness of these leads to
unnecessary risk and the event falls through the cracks.
Failure in allocating the right resources, with the right skills The key to managing a
successful event is to have the right people with right skills. Hence staffing is very important
when it comes to an event and artist management company.
Lack of a proper change tracking system In real time most events will have changes in
plans and scope before the big day. The industry lacks a proper tool or a system to track
these changes which are vital with respect to an event.
Event Attendance In a country like India owing to economic crisis people are showing
reluctance to attend events, concerts, trade shows etc. Event tickets are not getting sold to
its full potential leading to loss of revenue. This also attracts negative sentiments of the
investors and sponsors.
Marketing and Promotion Aspect Organizing an event is as important as marketing it.
Organizers have to give their 100% in promoting the meetings, conferences, etc. to make
prospective attendees aware of such happenings. Only then can one develop chances of a
full event attendance and tickets sale.
Budget Constraint The basic problem arranging an event is budget. Owing to financial crunch
and economic crisis, people are not willing to spend. The objective is to offer the best quality at
an economic and affordable price.
2. Problem Statement

Lack of experienced event managers coupled with inefficient standards and processes leading to
repeatable event management mistakes.


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3. Situation Analysis
3.1 Context
The events and activation industry is poised to grow at 25% over the next two years to reach INR
4,375 crore in 2013 14. The industry is in a nascent stage and is unorganized which substantiates
its relevance in the current context. The industry demands agile people and is mainly dominated by
people in the age group of 24 28 years. It is one of the fastest moving industries. The events are
ranged from Big Scale to Medium Scale to Small Scale. Many companies use event management as
Strategic Marketing and Communication tool. This facilitates a launch strategy for many FMCG
companies. The Indian M&E industry grew from INR 652 billion to INR 728 billion in 2011, registering
an overall growth of 12 percent. The industry is estimated to achieve a growth of 12 percent in 2014
to touch INR 823 billion; the sector is projected to grow at a CAGR of 14.9 percent to reach INR 1457
billion by 2016. Digital media estimated grown in advertising revenues in excess of 40 percent over
last year, coming in at approximately INR 15.4 billion in revenue in 2014.
3.2 Competitors
There are two types of competition which directly and indirectly affects our product.
Direct Competition
Under direct competition Wizcraft, DNA, E365 Media poses a direct competition to O2 Event and
Artist Management Inc.
In-Direct Competition
Under indirect competition Network 18, Viacom 18 poses a in-direct competition to O2 Event and
Artist Management Inc.
4. Framework







In phase 1 we have discussed about the scenario, different perspectives of the problem, roadblocks
and creation of knowledge tree.
In phase 2 we are concentrating on the problems relevance and importance, the business intent
behind it and an analysis of solutions. Subsequently we will also touch upon the risks associated and
the road ahead.
Phase - 1
Ideate
Phase 2
Innovate
Phase - 3
Implement
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Finally in the final phase we have selected a solution for the problem statement formulated. The
entire framework can be summarized under three fold strategies namely Ideate, Innovate and
Implement.
5. Perspectives of the problem



Event and Artist management industry is one of lucrative sectors when it comes to money making
business. However it comes with some shortcomings, which in this case has been listed as different
perspectives of the problem.
Right people with right skills Given the current scenario it is important to employ the right
people with right skills however due to scarcity of talent it is not possible.

Change tracking system Proper change tracking system is not in place.


Lack if encouragement from parents and peers Parents dont encourage this form of
work.

Inconsistent and unorganized The industry is highly unstable and unorganized.


Right people with
right skills
Change tracking
system
Lack of
encouragement from
parents and peers
Inconsistent and
unorganized
Different
Facets
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6. Possible Solutions



Based on the problem we have come up with four possible solutions. They are as follows
Training and Development Programs Professional Courses
ITSM Incident Management
Social Media Interactive Dialogue
Knowledge and Wisdom Tree
The training program is intended for the interested individuals and to educate them about the
industry and different industry practices.
Eg. IT Event Management (IT-EM) was founded in 2003 by a group of young, energetic university
graduates who wanted to change the face of events management in South Africa.
ITSM Incident Management is a tool to address the issues faced by event managers and industry
practitioners. They will raise an incident and the support team will provide them solutions based on
the issue. The expertise will be derived from event management experts and solutions to repeated
event management mistakes.
In social media we intend to create an interactive dialogue among the stakeholders of the industry,
customers and interested customers. The dialogue will help in generating an interest among the
people about the industry, thereby helping the industry to grow.
In phase 1 we have harped on the creation of Knowledge Tree or Wisdom Tree, user interface for
sharing experiences. A group of IT individuals will be dedicated towards developing this UI.
Training and
Development Programs
Professional Courses
ITSM Incident
Management
Social Media
Interactive Dialogue
Knowledge and
Wisdom Tree
Solutions
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In choosing the best alternative, we have weighed the four possible solutions in terms of Feasibility,
Cost, Technology and Risk. The attributes have been assigned weights ranging from Low to Medium,
Medium to High. In course of time during the analysis, we have also listed out a number of risks
ranging from privacy issues, brand image and improper implementation.


7. Risks Associated

In course of time, while coming up with solutions for the problem formulated by us we have listed a
number of risks that will crop up. They are as follows
Risk of re-engineering and stealing sensitive information by hackers
Risk of damage to a brand or company reputation from negative employee or customer
posts
Transition issues due to migration to a new system
Labour intensive
Improper implementation
8. Final Recommendation

Social Networking has come of age and a large number of people are on social network now a days.
Given the fact that 60% of the population of metro cities resides in urban areas and assuming that
more than 50% will have access to the internet, social media will be an effective tool for
implementing the solution for O2 Event and Artist Management Inc.
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On Facebook we will create a page for O2 Event and Artist Management Inc. The page will be used
for conveying the service attributes and benefits to the users of Facebook. The page will be used as
an open forum for dealing with the queries related to event management issues and problems The
users will become aware of such a service. Service updates, information about the service upgrades
will be shared on the page. Events details will be shared so that the users remain updated about the
same. The objective of Facebook is to generate activity among the users and engage them in the
product. This can be tracked with the help Facebook analytics, which gives a data of the number user
likes, number users engaged in the activity etc. We are mainly looking forward to Inorganic growth in
Facebook rather than Organic. Going forward in future depending upon the market we might resort
to Organic growth as well.


Twitter-Handle will be created for O2 Event and Artist Management Inc. The objective of Twitter-
Handle is to make O2 Event and Artist Management Inc. a trending activity among the people. Most
of the people of urban areas in Delhi possess a smart phone. All the on-going events of O2 Event and
Artist Management Inc. will be tweeted on Twitter along with new product launches and product
upgrades.
An official YouTube channel for O2 Event and Artist Management Inc. will be created. Videos of
experienced event managers advocating the benefits of O2 Event and Artist Management Inc. and
solutions to existing problems will be posted on YouTube. Prior customer experiences will also be
posted using this channel. This will be useful tool for promoting the benefits and attributes of the
service to the stakeholders.

8.1 S.M.A.R.T Goals






Specific Measurable
Achievable
Realistic
Time
Based
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Specific target a specific area for improvement.
Measurable quantify or at least suggest an indicator of progress.
Assignable specify who will do it.
Realistic state what results can realistically be achieved, given available resources.
Time-Based specify when the result(s) can be achieved.

The reason behind choosing Social Media as a solution is because it falls perfectly with the S.M.A.R.T
framework of goals.

8.2 McFarlans Strategic Grid Analysis



The overall objective is to build, develop and expand the business to the best of its abilities. By
development we mean incremental development as the environment is dynamic and changing
rapidly. McFarlans Strategic Grid is an ideal framework where the industry takes the place of
Support 1
st
quadrant. Here the need of IT is only to cater to the basic operations; however the
order of the day is to migrate to Turnaround 4
th
quadrant. The goal is to strategize with a
dedicated team of IT individuals.


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8.3 Risk Grid Analysis



Placing Social Media on the risk grid and analysing it reveals that it falls in the Sustainability Risk
quadrant. It is justified because with the advent of new technology and dynamic environment it
might become difficult to sustain Social Media part of the solution given to the problem formulated.
This is why it is recommended to incorporate incremental development with the passage of time.
9. Learning from PBL

Some of the key learnings from the project would be:
Formulation of a problem statement is a systematic process and one should follow series of
steps before problem formulation.
Not all problem based learning project have a recommendation or solution, it can focus on
analysis and findings of problem.
One of the learning would be how to define scope of the problem and focussing your
research and analysis on the same.
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Secondary research might give you contrasting viewpoints so how to differentiate sources
based on authenticity.
The project helped in increasing the industry and domain knowledge.
We learned how to integrate IT with Business.
The project facilitated in assimilating diverse opinions.
10. Self-Assessment

Objectives Rating (1-10)
To understand the basic premise behind the advent of event and artist
management industry
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To build a context about the introduction of O2 Event and Artist Management
Inc.
9
To study the various cases and issues related to O2 Event and Artist
Management Inc.
7
To identify the economic constraints affecting O2 Event and Artist
Management Inc.
8
To identify the regulatory constraints affecting O2 Event and Artist
Management Inc.
8
To qualitatively study the impact of these constraints 7
To find real world impact of these constraints 8
To study the recommendations available to overcome regulatory constraints 8
To study the recent developments in the Event and Artist Management
Industry
9
To study the regulatory aspects associated with the Event and Artist
Management Industry
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We were able to achieve most of the objectives that we had set for ourselves from this Problem
Based Learning exercise. However, we think that we need to have a quantitative understanding of
the level of risk associated with the constraints and for that we need to identify some framework like
pair-wise evaluation, etc. to come to some quantitative score for each of the constraint. This will
help to identify the major factors affecting the implementation of Event and Artist Management
Industry and prioritize them in the order of urgency and impact and can help in providing more
suitable and well directed recommendation to overcome these constraints.