PROJECT REPORT

ON

A STUDY OF MARKETING STRATEGIES OF LUMEVENT

PRIVATE LIMITED, KOLKATA
Submitted in the partial fulfillment of the degree of

Bachelor of Business Administration (CAM)

(2018-2021)
SUBMITTED BY

ANJALI PRASAD
00213401918

Under the guidance of

DR. VINEETA SHARMA

(PRINCIPAL BBA CAM 1st SHIFT)

MS. SONAL GOEL

(SENIOR ASSISTANT PROFESSOR)

Ideal Institute of Management & Technology

(16 X, Karkardooma Institutional Area, Delhi-92)
 LUMEVENT PRIVATE
LIMITED
Date:31st July 2020

TO WHOSOEVER IT MAY
CONCERN

Subject: Certificate for Anjali Prasad

This is to certify that Anjali Prasad, BBA (CAM)student of Ideal Institute

of Management and Technology and School of Law, has successfully
completed her internship with LUMEVENT PVT. LTD. during the period 3rd
June’20 to 31st July’20.

During the period, she handled PRODUCT MARKETING

The dedication level towards the work was the best she could have
dedicated to, and we hope with same dedication and sincerity she
proceeds with work in life and move towards her goal and get SUCCESS.
During the course of internship;
Anjali Prasad has shown great amount of responsibility, sincerity and
a genuine willingness to learn and zeal to take on new assignments &
challenges. In particular, her coordination skills and communication
skills are par excellence and her attention to details is impressive.

We wish her all the very best for her future.

Kind regards

AKagarwal.
Aniket Agarwal
Director
 ACKNOWLEDGEMENT

I am writing this final Project for the program of Bachelor of Business

Administration on “A STUDY OF MARKETING STRATEGIES OF
LUMEVENT PRIVATE LIMITED, KOLKATA” for Ideal Institute of
Management & Technology Affiliated to Guru Gobind Singh Indraprastha
University.

It has been a great challenge but a plenty of learning and opportunities to gain
a huge amount of knowledge on the way of writing this Project report. I could
not have completed my Project without the constant guidance of DR.
VINEETA SHARMA and MS. SONAL GOEL, my supervisor, who helped
me along the way and was always prepared to give me feedback and
guidelines whenever I needed it.

ANJALI PRASAD
00213401918 Date:
 DECLARATION

I, Anjali Prasad hereby state that this report has been submitted to Ideal
Institute of Management & Technology, in partial fulfillment of the
requirements for Bachelor of Business Administration Program on the topic “A
STUDY OF MARKETING STRATEGIES OF LUMEVENT PRIVATE
LIMITED, KOLKATA”.
The information of this report is based on my Project work. Any part of this
project has not been reported or copied from any report of the University and
others.

Date: ANJALI PRASAD (00213401918)

(DR. VINEETA SHARMA)

(PRINCIPAL BBA CAM 1st SHIFT)

(MS. SONAL GOEL)

(SENIOR ASSISTANT PROFESSOR
 APPROVAL FORM

Name of the student Anjali Prasad

Enrolment No. 00213401918

Title of the Project A Study Of Marketing Strategies Of

Lumevent Private Limited, Kolkata

Name & address of the Organization where Internship was done

1828, Malik Bhawan, Laxmi Narayan
Street, Chuna Mndi, Pahar Ganj,
New Delhi-110055 (INDIA)

Ms Sonal Goel
(Supervisor)
Senior Assistant Professor

Dr. Vineeta Sharma

(Principal)
Prof. (Dr.) Anil Parkash Sharma
Director
CERTIFICATE

This is to certify that Project Report entitled, “A STUDY OF MARKETING

STRATEGIES OF LUMEVENT PRIVATE LIMITED, KOLKATA” is
bonafide work carried out by ANJALI PRASAD Student of BBA/BBA
(CAM), Ideal Institute of Management and Technology (affiliated to GGSIP
University, Delhi) sin partial fulfilment of the requirement for the award of
degree of Bachelor of Business Administration, under my guidance &
Direction. To the best of my knowledge and belief the data & information
presented by him/her in the project report has not been submitted for the
award of any other degree.

(DR. VINEETA SHARMA)

(PRINCIPAL BBA CAM 1st SHIFT)

(MS. SONAL GOEL)

(SENIOR ASSISTANT PROFESSOR)
 CHAPTER 1
1.1 INTRODUCTION
A marketing strategy refers to a business's overall game plan for reaching
prospective consumers and turning them into customers of the products or
services the business provides.
Marketing strategy involves mapping out the company's direction for the
forthcoming planning period, whether that be three, five or ten years. It
involves undertaking a 360° review of the firm and its operating environment
with a view to identifying new business opportunities that the firm could
potentially leverage for competitive advantage. Strategic planning may also
reveal market threats that the firm may need to consider for long-term
sustainability. Strategic planning makes no assumptions about the firm
continuing to offer the same products to the same customers into the future.
Instead, it is concerned with identifying the business opportunities that are
likely to be successful and evaluates the firm's capacity to leverage such
opportunities. It seeks to identify the strategic gap; that is the difference
between where a firm is currently situated (the strategic reality or inadvertent
strategy) and where it should be situated for sustainable, long-term growth
(the strategic intent or deliberate strategy).
Marketing strategy is a long-term, forward-looking approach and an overall
game plan of any organization or any business with the fundamental goal of
achieving a sustainable competitive advantage by understanding the needs and
want of customers.
Scholars like Philip Kotler continue to debate the precise meaning of marketing
strategy. Consequently, the literature offers many different definitions. On
close examination, however, these definitions appear to centre around the
notion that strategy refers to a broad statement of what is to be achieved.
Strategic planning seeks to address three deceptively simple questions,
specifically:
* Where are we now? (Situation analysis)
* What business should we be in? (Vision and mission)
* How should we get there? (Strategies, plans, goals and objectives)
A fourth question may be added to the list, namely 'How do we know when we
got there?' Due to increasing need for accountability, many marketing
organisations use a variety of marketing metrics to track strategic performance,
allowing for corrective action to be taken as required. On the surface, strategic
planning seeks to address three simple questions, however, the research and
analysis involved in strategic planning is very sophisticated and requires a great
deal of skill and judgement.
Strategic planning involves an analysis of the company's strategic initial
situation prior to the formulation, evaluation and selection of market-oriented
competitive position that contributes to the company's goals and marketing
objectives.
Strategic marketing, as a distinct field of study emerged in the 1971s, and built
on strategic management that preceded it. Marketing strategy highlights the
role of marketing as a link between the organization and its customers.
Marketing is the process of getting your business noticed by the people who
might be your potential customer. Sometimes marketers come up with
innovative ideas but fail to make profit due to lack of marketing.
There are four key aspect (known as marketing mix) that marketing
professionals used to focus during marketing of any product or services; Which
is often synonymous with the four ‘P’s: product, price, place, promotion. 
Product: Product can be a tangible good or an intangible service, that satisfies
the needs and wants of a consumer. Intangible products are services. Such as:
The Event management firm, Software Company, the hotel industry and the
financial industry. Tangible products are those that have independent physical
existence. For example, a bottle of a drink or a cell phone is a tangible product.
Every product has a life-cycle which consists of a growth phase followed by a
maturity phase and finally an eventual period of decline as sales fall. Thus,
before launching a product, Marketers do research on how long the product
will survive in the market and focus on different challenges that occur as the
product keeps moving through each stage.
To survive in the market in the long run, marketers also consider the product
mix. Marketers do this by increasing a certain product line's depth or by
increasing the number of product lines to expand the current product mix. They
also consider the way they need to position the product, exploit the brand, and
exploit the company's resources and how to configure the product mix so that
each product complements the other. The marketer must also consider product
development strategies.
Price: Price is the amount a customer pays for the product or service. Setting a
suitable price is very important as it will help the marketer stay profitable as
well as competitive. Adjusting the price has a profound impact on the
marketing strategy, and depending on the price elasticity of the product, often it
will affect the demand and sales as well. The marketer should set a price that
complements the other elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived
value for the product. So before setting the price, marketer should research the
target market, to find out how much they want to pay. Three basic pricing
strategies are: market skimming pricing, market penetration pricing and neutral
pricing.
Promotion: Promotion refers all those methods of communication that use to
advertise and sell the products or services. There are many tools and techniques
for promotion like
1. sales promotion
2. using digital technology and social media
3. traditional advertising
4. supporting a cause during promotion and charity
5. arrange contest
6. public relation
7. product giveaway

Place: It refers keep the product keep available at a place which is suitable and
convenient for the target consumers to access. Distribution plays a vital role of
placement. Here marketer has to choose his distribution channel wisely and has
to find out the most suitable channel for his product/service. To compliment the
other aspects of marketing mix, marketers can choose various strategies such as
intensive distribution, selective distribution, exclusive distribution and
franchising.
Event management is the application of project management to the creation
and development of small and/or large-scale personal or corporate! events such
as festivals, conferences, ceremonies, weddings, formal parties, concerts, or
conventions. It involves studying the brand, identifying its target audience,
devising the event concept, and coordinating the technical aspects before
actually launching the event.
The events industry now includes events of all sizes from the Olympics down
to business breakfast meetings. Many industries, celebrities, charitable
organizations, and interest groups hold events in order to market their label,
build business relationships, raise money, or celebrate achievement.
The process of planning and coordinating the event is usually referred to as
event planning and which can include budgeting, scheduling, site selection,
acquiring necessary permits, coordinating transportation and parking, arranging
for speakers or entertainers, arranging decor, event security, catering,
coordinating with third party vendors, and emergency plans. Each event is
different in its nature so process of planning & execution of each event differs
on basis of type of event.
The event manager is the person who plans and executes the event, taking
responsibility for the creative, technical, and logistical elements. This includes
overall event design, brand building, marketing and communication strategy,
audio-visual production, script writing, logistics, budgeting, negotiation, and
client service.
Due to the complexities involved, the extensive body of knowledge required,
and the rapidly changing environment, event management is frequently cited as
one of the most stressful career paths, in line next to emergency responders and
surgeons.
Every time when you saw a program 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. Well…that'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 crème-de-la crème
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 hard work and effort but at the same time offers enormous
scope. It 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.
 MEANING OF THE WORD ‘EVENT’

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

happening within a capsule of time, for the purpose of communication of a
message”. An event is a live multimedia package carried out with preconceived
concept, customized or modified to achieve the clients’ objectives of reaching
out and suitably influencing the sharply defined, specially gathered target
audience by providing at complete experience and an avenue for two-way
interaction.

Event in terms of Cultural and social life

In cultural and social life, an event refers to a social gathering or activity, such
as:
 A festival, for example a musical festival
 A ceremony, for example a marriage
 A party, for example a birthday party

Event in terms of science

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

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

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

TYPES OF EVENT MANAGEMENT

There are mainly 2 types of event management,

1. Corporate Event Management

2. Special Event Management

TYPES OF
EVENT

CORPORAT SPECIAL
E EVENTS EVENTS
1. Corporate Event Management

A product launch, the company anniversary, sales target achieved or any

special event could mark the onset of a corporate event. It demands pure
professionalism as you are interacting with people from the high-end category.

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

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

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

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

2. Special Event Management

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

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

a wedding or a charity show, a children's event etc. these events demand
creativity. Something that will make them stand out of the clutter firstly, as it is
a different event and secondly that the feedback should be encouraging for an
encore. The recent marathon that Mumbai witnessed was one of the specialized
events. Foreign nationals, corporate personnel, etc. everybody was seen to take
part in it. More than winning it was the spirit of participation that was
encouraged. And it received an overwhelming response.
EVENT MANAGEMENT AS AN INDUSTRY
‘Event management’ is catching the attention of companies and graduates
alike. It does not have a textbook definition and to try and define it would mean
to borrow heavily from mainstream management and media concepts. It
usually consists of conceptualization, planning, budgeting, and execution of
below-the-line activities such as exhibitions, stage shows, fashion or rock
shows, music concerts, celebrity appearances, fashion or charity shows,
conferences, weddings, product or brand launches, and sports shows to name
few.
Events begin where the glamour ends. EM is the most intimate form of
marketing. It is a controlled activity aimed at the target audience. Events have
always been there. In the past meeting, organizing and project planning were
the form of event management as a profession. Today it is much more
professional and more organized a sector than, a decade ago. Event
management was started, the moment multinationals started pouring in, when
our markets liberalized in the 80s. It is difficult to pinpoint exactly when event
management broke away from mainstream course and started carving a niche
for itself in the industry. Maybe it was around 1996 that it rapidly gained
importance as a professionally managed niche of marketing.

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

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

Event Management as a Marketing Tool

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

Broad Objective:
The general objective of this report is to prepare a report based on marketing
strategies of Lumevent Private Ltd. The objective of this report is to get a good
understanding of overall process and procedure of the Marketing department
and how they arrange different events and provide services to their clients.

Specific Objective:
 To present an overview of “Lumevent Private Ltd”.
 To submit a brief description about their Marketing and promotional
strategies.
 To understand how to organize an event and what are requirements
behind this.
 To find out how event managers keep good relationship with the clients
and vendors.
 To develop skills in the application of theory to practical work situations.
 To build a good communication skill with group of workers and learn to
learn proper behavior of corporate life in industrial sector.
1.3 REVIEW OF LITERATURE
Abdul Rahim et al [2015] had explored the role of marketing practices in
SMEs and evaluated the impact on SME performance through changes in
marketing practices from traditional to entrepreneurial marketing practices.
Marketing in SMEs is centered on traditional methods such as using print
media and selling. “The author found that the level of commitment towards
marketing practices varies by business context, by level of marketing
expertise and by the maturity of the company. The study revealed that within
certain small business environments, traditional marketing activities such as
advertising and sales promotion of services were perceived to be damaging to
credibility with owners preferring to craft their activities to suit their
individual business dynamics. Marketing was also regarded as a separate
activity within the business and one that could be accessed as necessary or as
an opportunist basis rather than as an intrinsic part of the whole business
function. The author concluded that marketing within an SME context can be
unskilled activity that requires little time or training and which anyone in the
company can undertake”. Izvercianu Monica et al [2015] analyzed the
marketing practices embraced by small and medium scale enterprises (SME)
managers to fulfill their organisation objectives in terms of profit. The study
was based on literature review, structured interviews and quantitative
research; a sample consisting Maltese SMEs was used to acquire a broad
image of the marketing practices used within SME type organisations. The
researchers studied particularly the SME size (in terms of turnover and
employee number), influence on the process of marketing activities within
the organisation. They found that SMEs managers, more or less, set short
term marketing objectives 95 based on “entrepreneurial instinct” or
conjuncture, to overcome threats or to transform opportunities in short term
profit. SMEs with a smaller turnover do not take into consideration marketing
practices and act upon instinct or conjuncture. The insufficient human and
financial resources and a lower turnover, determines SMEs not to pursue
marketing practices. A solution for better marketing practices, which will
lead to strategic marketing planning and adequate marketing strategies for
SMEs and their business domain depending on its available resources, is for
managers to seek external collaborators form business or university
environment. Nilesh R. Berad et al [2015] analyzed the current marketing
practices and outlined in detail future developments that will increase the
return on investment (ROI) within sales, marketing and customer fulfillment
activities. Pharmaceutical companies had started investing in new
technologies; research and development but still achieve poor return on
investment because of poor assessment of user needs and customer
requirements. This limited the scope of rural marketing activity and
assimilation within the company and fails to recognize that rural marketing is
as much about changing employee skills and business processes as it is about
technology. Investing intelligently in rural marketing, companies can bring
genuine improvement across business functions and reap the rewards of
higher ROI. The research paper also studied the different current trends used
in rural marketing within pharmaceutical companies & determined
established best practice and provided detailed analysis on key activities,
which allowed pharmaceutical companies to manage their business more
effectively”. Sangeeta [2015] had presented the review of medical tourism in
relation with the marketing practices of Indian tourism. Marketing practices
like promotion of health care service, physical evidence, price effectiveness
etc. have contributed in medical tourism development most. 94 The paper
covered wide collection of academic literature on medical tourism which
specifies different approaches and emphases of research in diverse
disciplines. John H. Roberts et al [2014] investigated the impact of print
media i.e. marketing science articles and tools on the marketing practices.
The impact of print media i.e. marketing science articles may be direct for
example an academic article may be adapted to solve a practical problem or
indirect for example its contents may be incorporated into medical
practitioners’ tools, which then influenced marketing decision making. The
author used the term “marketing science value chain” to describe these
diffusion steps, and survey marketing managers, marketing science
intermediaries i.e. practicing marketing analysts, and marketing academics to
calibrate the value chain. The author concluded that the impact of marketing
science is perceived to be greater on decisions such as the management of
brands, pricing, new products, product portfolios, and customer or market
selection, and tools such as segmentation, survey- 92 based choice models,
marketing mix models, and pre-test market models had the greater impact on
marketing decisions”. Kiran.R et al [2014] stated that effective distribution
is widely accepted marketing strategy for newer products. The study
concluded that reputed producers generally use self-sustained distribution
management system rather than independent or outsourced 93 distribution
networks, when it is fully equipped, confident and capable both financially
and with human resources. Rizwan Raheem Ahmed et al [2014] studied that
the development of effective communication mix in pharmaceutical
marketing is a complex task, which goes through identifying the target
audience, determining the communication objectives, designing a message,
choosing method of delivery, collecting feedback. Pharmaceutical marketing
professionals are fast becoming aware of the latest development in the
discipline of marketing, and they have also started to adopt latest theories in
communications. Anica Iancu et al [2013] concluded that the ways through
which consumers interact and use the online medium while making the
purchase decisions. There is an increase in social and political pressure on
firms toward environmental responsibility. Price is an influential factor in the
accommodation selection process due to constantly changing economic
conditions. A Rita Horvath [2013] had analyzed pioneering studies in
Laboratory medicines practices. Laboratory tests offer value to the clients if
they provide benefits at an acceptable cost. A multifaceted and individualised
implementation strategy which included individually detailing, reminders in
the form of electronic or print media, clinical decision support systems,
feedback on performance and participation of medical practioner and
laboratory professionals in quality improvement activities, addressing test
selection and interpretation and also in clinical audits had greater potential
for success. K. Sudhakar et al [2013] had investigated that most innovative
practices of marketing are well known to create penetration and depth in
customer reach which has remained practically impossible for many
successive ages. There is tremendous development in the theory and practice
of marketing. “This is underlined by the economic and social processes
which have occurred in the world like globalization, advances in technology,
deregulation, market fragmentation, the levers of power customers etc. In
countries with developed economies marketing has emerged and started to be
deepened both as a science and as a practice. Dr. P. B.Singh et al [2012]
had pointed on the activities of the marketing practices that didn’t mislead
customers or companies, and do not breach regulations and laws dealing with
the environmental marketing. Mair (2012) emphasizes the need to use events
to help people learn about ongoing changes in the environment. The ever-
expanding research on events is furthered benefitted by studies on
sustainability. Singh Harpreet [2012] the researcher has made an attempt to
study the marketing practices adopted by the selected tourism corporations of
northern India viz Haryana Tourism Corporation, Punjab Tourism
Development Corporation and Himachal Pradesh Tourism Development
Corporation. The study was done to find out the effectiveness of marketing
practices of the corporations by analyzing the seven P’s of marketing mix and
find out the loopholes in it, if any”. Arsalan M. Ghouri et al [2011] stated
that marketing practices differed from continent to continent, countries to
countries, cities to cities and sector to sector in relation with social, cultural
and economic backgrounds. The distinction for any firm or business in
particular environment may be the differentiation among space, time and
effectiveness of marketing practices. Different approaches of marketing
planning and practices are used in different phases of the organizations life.
Ernst & Young [2011] had reported that adoption of ethical practices and
transparency in the operations was due to implementation of good marketing
practices. Nariswari Angeline [2011] in their conceptual paper has explored
the model by focusing on market practices as the unit of analysis. A model
was developed for understanding markets by integrating the disparate but
compatible views that are institutional theory, the practice-based approach to
markets, and service dominant logic. Helen Reijonen [2009] had focused on
examining interrelated constructs that are marketing concept, market
orientation and success. The dissertation has considered various perceptions
of marketing, the way marketing is adopted and implemented and also the
relationship of business success and marketing in the context of Small and
Medium Scale Enterprise (S.M.E.). John J. Withey [2009] described a set of
marketing practices which were used in the smaller organizations that had
pursued customers in the regional markets. Every marketing practice was
evaluated against a range of popular theories of ethical behavior. Alleah
Crawford et al [2007] examined and identified the effective and useful
marketing channels for business to business establishments. To gather the
marketing channels related information electronic survey of business to
business owners was used in the study. 81 “The most frequently used and
highly effective marketing practice among business to business owners was
word-of-mouth marketing which was still considered important. Peter R.
Darke [2004] had focused on number of reasons to believe that consumers
had become increasingly concerned about the practices of marketers.
Wadhwa et al [2004] stated that competitiveness of the Indian
Pharmaceutical Industry will depend on marketer’s ability to market new
products more efficiently. Rainisto S. K. [2003] evaluated critical success
factors in place marketing, and also studied how these factors could be
utilised in place development. The analysis of place marketing practices from
the perspectives of the process, assessment criteria and success factors was
done. The study contributed to the literature by translating the key concepts
of corporate marketing theory for places, through a conceptual framework
and also makes propositions for place marketing practices along with its
specific success factors. The study had made a managerial contribution by
giving recommendations for place marketing practices, and by offering a new
and holistic approach. Jago, Chalip, Brown, Mules, and Ali (2002) stated
that religious events and festivals have been held throughout the ages and the
first Olympic Games were held in 776 BC. Allen (cited in Aitken, 2002)
points to the birth of the events industry as a twenty year old phenomenon,
which has eventually led to the present state of the industry, in the Australian
scenario. This in turn reflects the events industry to be more than 30 years
young. McCabe and Ladkin (2002) stated creative opportunities in event
management make the sector exciting and dynamic leading to more and more
people opting for this profession and resulting in the expansion of the field.
But as and when the field expands, it not only indicates an evident rise in the
service itself, but also the growing importance of the quality factor. Event
management essentially being a service, the pressure of professionalism
multiplies. Professionalism is the very essence of any service and it holds
true for event management too. Derrett (2000) pointed out that the skills
needed for any successful social action and a festival is the same, which
includes meeting skills, goal setting, motivation and management of
volunteers, conflict resolution, identification of resources, publicity and
promotion, media management, strategy and tactics for achieving the goal.
Goldblatt (2000) pointed out that event management, as a profession is
growing and transitioning from growth into maturity. Mikkelsen L. [1999]
stated that producers which had wish to penetrate new markets or improve
their position in the current market, the use of an intermediary may 74
significantly reduce marketing costs, provide important consumer feedback,
and open up access to a larger client base. Sundar G Bharadwaj et al
[1991] had focused on the attitudes of customers towards marketing practices
in a developing country like India. The results of the study indicated support
for the consumerism movement while dissatisfaction with the marketing
practices of the industries. Garyl L Fraizer [1987] had pointed of focus of
marketing practice towards the concepts of product positioning &
differentiation as ways to impact on market behavior in current market
situations. Strategic marketing practices had focused on product and market
portfolios. Arndt et al [1977] had conducted in Norway cross-sectional study
for exploring the opinions of present and potential business executives
concerned for marketing practices and corporate responsibility.
1.4 RESEARCH METHODOLOGY

Methods followed to perform a job or conducting activities to complete a task

is called methodology. Without adopting proper methods, it is difficult to
conduct a successful research. The optimum outcome of the research depends
largely upon the adopting of the proper methods suitable to the research topic
in the field of investigation. To prepare this report, it is simply methods to
collect and research the data in a systematic manner. mostly depend on the
experience and secondary data beside this also uses primary data. Based on this
information, prepared this qualitative report because it was having an
unstructured exploratory research methodology based on observation for
providing insights of the report topic.

Primary sources:
The primary data were collected on the basis of:
a) Practical work.
b) Face to face conversation with the associates of Lumevent private
limited.
c) Direct observations.
d) Interview with event vendors.
e) Group discussion with the company personnel and the clients.

Secondary sources:
The secondary data were collected on the basis of:
a) Company Insight.
b) Advertising.
c) Catalogues of the Company brochures.
d) Books.
e) Reports.
f) Websites.
1.4.1 RESEARCH PROBLEM:
To know the marketing strategies and formulation & about the event
management in Lumevent Private Limited, because for a event manager it an
event should conduct in a proper and well-structured manner. There are many
companies into the market which render services of conducting the events.
Therefore, it is required to measure present how to formulate a particular
conducting and outsourcing the events. So the event organizer problem is to
identify what are the criteria that prospective customer takes into consideration
before outsourcing the events. At the outset may be noted that there are several
ways of studying and tackling a problem. 

1.4.2 SCOPE OF STUDY

The internship report was in the marketing department of Lumevent Private

Limited, and got a lot of practical knowledge. In spite of the report is based on
the educational learning part and experience. The scope of the organization part
covers the organizational structure, background, objective, function of their
events as a whole. The main part is how to deal with vendors, and organizing
creative events according to the budgets. The study has been conducted on the
subject of event management within the state of Kolkata. It basically focuses
on the event management scenario in the state with details of the different types
of events that are going on and are managed by full-fledged event practitioners.
Further it covers the event management mechanism from a generalized
perspective along with highlighting the event space conditions. The different
categories of events considered in the study includes corporate events like
meetings, product launches and conferences, private events like weddings and
birthdays and other public and government events like exhibitions, tourism
events, concerts and festivals as well. Since the study also embraces the idea of
professionalism, for the purpose of understanding it.
1.4.3 IMPORTANCE OF STUDY
1. Lots of job opportunities: The events industry is flourishing from major
international sporting events like the Commonwealth Games and the
Ryder Cup, to music events such as TRNSMT Festival, to an ever-
growing number of festivals for foodies, culture vultures, adrenalin
junkies, whisky and gin enthusiasts and everyone in between. All these
events need talented people to run them. People who are energetic, quick
to learn and passionate about all things events.
2. Increases confidence: An event management course will help to develop
interpersonal skills so that it feel more confident dealing with people in
the workplace. It is done by involving in hands-on activities such as
organising live events such as fundraising. Event managers need to deal
with clients, suppliers, and other people in the organisation on a daily
basis, so need to learn to be confident and assertive.
3. Prepares for the modern office: It will help to learn how to use the most
up-to-date ICT Microsoft packages. If it has great ICT skills will be
immediately effective in the workplace. Event staff use Word and Excel
every day so it will need to become confident using these tools. It needs
to promote the event on websites and social media so it helps to learn
how to plan campaigns and reach the audience.
4. Improves the communication: Event staff need to be able to write
letters, emails, copy for brochures and flyers, chair meetings and
negotiate deals with customers. It also helps to develop the listening skills
and raise awareness of the importance of body language.
5. Become a great team player: It’s all about the team! In a collaborative
learning environment, it will learn to work as a team, how to get the best
out of the team and discover what is the role is in a team.
 6. Learn to deliver exceptional customer service: For an event to be a
success it needs to understand the client’s needs and deliver a service that
exceeds their expectations. An events course will show how to achieve
this. Learn to be professional yet personable and friendly.
7. It can exploit the creativity:  are you a creative thinker – with the eye of
a designer and appreciation for high quality?  Are you innovative? Event
management gives you opportunities to make a real impact by tapping
into your creative side. You will be the person to bring the ideas to the
table and helping to make these happen.
8. Want to be self-employed? An events management business can be run
from home.  Studying an events course can help to achieve the
knowledge and skills it will need to manage your own business.

1.4.4 RESEARCH DESIGN

Success of any formal research project is a sound research design. A good
research design has Characteristics like problem identification, problem
definition, research objectives, developing the research plan, sourcing data,
collection of data, analysing data and information, presenting the findings.

Research type – Descriptive

Research approach - Qualitative and Quantitative

1.4.5 SAMPLING TECHNIQUE

The questionnaire method has come to the more widely used and economical
means of data collection. The common factor in all varieties of the
questionnaire method is this reliance on verbal responses to questions, written
or oral. I found it essential to make sure the questionnaire was easy to read and
understand to all spectrums of people in the sample. It was also important as
researcher to respect the samples time
1.4.6 SAMPLING AREA:
The sample area refers to the universe to be studied under our research project.
The area denotes the place or the region to be studied and taken into research
consideration. Thus, the sample area chosen for this research project is
Lumevent Private Limited.

1.4.7 SAMPLE SIZE:

This refers the number of items to be selected from the finite universe to
constitute a sample size. Random sampling was used in which sample size for
employees is 70 and for the management it was 4.

1.5 LIMITATIONS OF THE STUDY

This report was not free from limitations. Moreover, the topic is so much vast,
so it is faced some problems while preparing this report. The limitations
acquainted with this report are as the following:

Limitation of data: It was really unable to collect enough information because of

highly of restrictions. Many things are confidential that it did not entitle to
access there. Their marketing plans are not available for public use. It did not
get all strategically information that was required for analysis purposes. Despite
this limitation, it has incorporated some try aspects and models of marketing
strategies that can be help for designing how to implement the marketing
activities for their employees.

Real situation: The real situation is different from the bookish concept. Some
concepts varied from industry, company to company. But it has been tried to
incorporate with proper solution.

Regarding few issues, data sources sometimes are not co- operative.