Dr A.P.J.

ABDUL KALAM TECHNICAL

UNIVERSITY LUCKNOW

A
Project
Report On
Innovation Idea for Product & Services
TOPIC:- BUSINESS IDEA & EVENT MANAGEMENT

UTTAM GROUP OF INSTITUTIONS

Submitted To:- DR.JITIN SEHGAL Submitted By:- SABA KHAN

MBA 1st Sem.

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 Table of Content

1. INTRODUCTION

CONCEPTUAL FRAMEWORK

PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA

RELATIONSHIP BETWEEN EVENT MEDIA AND 5P’s

EVOLUTION OF EVENT MARKETING

KEY ISSUES FOR EVENT MARKETING

WHY EVENT

SPONSORSHIP Vs EVENT MARKETING

SIZE OF EVENT

TYPES OF EVENT

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 Acknowledgement
I am using this opportunity to express my gratitude to everyone who supported me
throughout the course of this MBA project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendy advice during the project work. I am sincerely
grateful to them for sharing their truthful and illuminating views on a number of issues
related to the project.

I express my warm thanks to for their support and guidance.

I would also like to thank my project external guide and all the people who provided me
with the facilities being required and conductive conditions for my MBA project.

Thank you,

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INTRODUCTION
“VISION ARTS GENERATE Quality Business Leads

VISION ARTS ENHANCE Your Profile

VISION ARTS CREATE New Business Opportunities Everyone

Knows Us as EVENTS”

MEANING OF THE WORD ‘EVENT’

“The use of 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 some special concept, modified
to achieve the clients’ objectives.

Event in terms of social and Cultural life

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

EVENT MANAGEMENT AS A PROMOTIONAL TOOL

EVENT DESIGNING
1. Conceptualization of the creative idea/ambience

2. Costing involves calculation of the cost of production and safety margins

3. Canvassing for sponsors, customers and networking components

4. Customization of the event according to brand personality, budgets, etc

5. Carrying-out involves execution of the event according to the final concept

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  A festival, for example a musical festival
 A party, for example a birthday party
 A ceremony, for example a marriage

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
 Extinction event, when a large number of biological species die out in a
relatively short period of time
 Event (probability theory), a possible outcome of an experiment

Meaning of the Word ‘Management’

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

Management has to do with power by position, whereas leadership involves power by influence.
Functions of management

Management operates through various functions, often classified as planning, leading

controlling, organizing and staffing.
1. Planning: Deciding what has to happen in the future (today, next week, next
month, next year, over the next five years, etc.) and generating plans for
action.
2. Leading: Exhibiting skills in these areas for getting others to play an effective
part in achieving plans.

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 EVENT MANAGEMENT

Event management is the application of management sciences to the creation and

development of events at domestic and international level such as festivals,
conferences, ceremonies, formal parties, concerts, or conventions. It involves study
of identifying the target audience, planning the logistics, devising the event concept,
coordinating the technical aspects before getting down to actually executing the
modalities of the event.

The recent growth of events as an industry around the world means that the
management can no longer be ad hoc.

The industry now includes events of all sizes as every industry, society charity, and
group will hold events of some type/size in order to market themselves raise money or
celebrate.

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 Event marketing is growing at a rate of three times that of traditional advertising.
Corporate sponsorships in India in 2001 were estimated at $3.9 billion-with 65% of this
total going to sports events and most of the remainder spent on festival and fairs or
sponsoring entertainment tours.

Thousands of companies invest in some form of event sponsorship. Event marketing is

a form of brand promotion that ties a brand to a meaningful entertainment, athletic,
social, cultural, or other type of public activity. Event marketing is distinct from point-
of- purchase merchandising, sales promotion, advertising, or public relations. Event
promotions have an opportunity to achieve success from other forms of marketing
communications. Events reach people when they are receptive to marketing messages
and focused on people who live in relaxed atmosphere.

Event marketing is growing rapidly as it provides companies alternatives to the

cluttered mass media. It is ability to segment on a local or regional basis. It is also an
opportunity for reaching narrow lifestyle groups whose consumption behavior can be
linked with the event.

Event marketing integrates the corporate sponsorship of an event with a whole range
of marketing elements such as sales promotion advertising and public relations.
Corporations both large and small have grown this industry at a rate of 17 percent per
year, and yet they have achieved a high level of success.

CONCEPTUAL FRAMEWORK

What is marketing?
Marketing can be defined as a process by which individuals and groups obtain what
they want through creating, offering and exchanging products of value with others.

Marketing Tools

The “marketing mix”, an organization can use can be classified into four categories:
 Place

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 Promotion
Tools of Promotion

 Advertising
 Public Relations
 Direct marketing etc.
Advertising

It is the method of communicating the message. The event manager can modify the
message. It includes the following:

 Give-Away : Leaflets, Posters, Brochures

 Radio : Commercial, Community, National

 Internet : Web Sites, Radio

 Television : Cable, Free To Air, Satellite

 Press : Newspapers, Magazines

 Non-Media Alternatives: Outdoor Advertising, Street Banners, Aerial,

Innovative

It can be done by the event manager or, if the event and promotional campaign is
too big, by an appointed advertising agency.

Public Relations

Often it is the part of the event manager's job to gain maximum publicity for the
event. PR is different from advertising. It communicates a more complex message
than advertising. It is free but the event manager looses control over the result.

It can be publicity can be positive or negative. To this end it is important that the event
manager maintains control over the public relations. Although PR is mostly proactive, it
is important for an event to have a reactive PR strategy as part of the event risk
management.

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 Who will make public statements to the press when there is an emergency? The PR
campaign is a plan to gain maximum positive publicity for the event. For an event it
would include:

 Data collection:

1. Preparing a media list of suitable targeted media.

2. Preparing a contact list and club list, interested people and opinion leaders -
often called media talent - who can be called on to make suitable comments
or actions which promote the event.

 List ideas for continuous exposure such as interesting media ready stories,
competitions, public appearances, stunts, speeches, feeding the chooks.

When these lists are prepared, the ideas prioritized and the story angles determined,
the journalist, editor or producer is contacted to ascertain the exposure potential of the
item. These publicity items are then placed into an overall promotion schedule. The
critical path is ascertained to ensure growing interest in the event.

Although PR involves the event's relation to the public, it is the relations that the event
manager develops with the media that can create interest in the event. It implies
developing an image with the media - finding out what they want and how best to
supply it.

If the manager does not have time to do this then the event organization should
consider hiring a PR company.

Direct Marketing

This is delivering the promotional message directly to the interested individual.

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 The mail out is the most common traditional method. The database can be created
from previous events through competitions, inquiries, guest books, and point of sale
information or just by asking the participants if they would like to receive information
on other similar events.

PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA

The problems associated with traditional media that has been used for satisfying
marketing needs discussed in the previous section are listed below:

1. Huge amount of advertisements have led to a cluttering on T.V, print and other
media. This has given rise to a need for avenues, which provide exclusivity to
the sponsor while not sacrificing the benefits of reach and impact.

2. Proliferation of low intensity television viewers who view a little of each channel
leads to the need for capturing the full attention of the target audience.

3. Media cost inflation – Due to rising inflation which has been eroding the
advertising budget, advertisers are demanding the beat return from every ad-
rupee spent. Media planning has become more complex and therefore the need
for increase the effectiveness in terms of tangible impact which can be instantly
evaluated has risen.

4. Proliferation of various media channels, therefore the requirement for

intelligent media buying.

RELATION BETWEEN EVENT MARKETING AND THE 5PS

The five Ps of marketing: place, product, people, price and promotion play an essential
role in Event Marketing. To successfully use Event Marketing the

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 Event Marketing fits under promotion in the marketing mix. Other marketing tools that
goes under this section are advertising, sales promotion, personal sales, direct sales,
public relations, and sponsoring.

Event Marketing is not a substitute for any of the other components- it is a

complement. It takes an imaginative mix of all the communication tools available to
extend the impact of the event.

Marketing Mix vs. Event Marketing

If an organization uses Event Marketing, they still need to use the other parts of the
promotion mix before, during, and after the event.

An example of this could be how a car producer can have advertisements to inform
about a new car launch, and then use events to get people to test drive the new car,
and then follow up with direct marketing with a discount coupon.

One of the main advantages with Event Marketing compared to the other channels is
that the objective can both be direct sales, and image building, depending on how it is
used.

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 EVOLUTION OF EVENT MARKETING

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 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. 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 benefited
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.

EVENT MARKETING

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 An event is a live multimedia package with a preconceived concept, modified
or customized to achieve the client’s objective.

REACH LIVE INTERACTION

EVENT
S
Right Communication From the client Live Desired
WITH Audienc CREATES Impact
e

Events Definition In-Short

This is a diagrammatic representation of the above definition. The model implies that
an event is a package which interacts between the target audience and the client to
achieve the desired impact.

Event marketing involves 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.
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 Marketing plays an important role in pricing as well as identifying opportunities to
define and retain event properties by gathering marketing intelligence with regard to
pricing, timing etc.

In fact, ideally event marketing involves studying the brand prints; understanding what
the brand stands for, identifying the target audience, it’s positioning and values, and
liaison with the creative conceptualizes to create an event for a prefect mesh with the
brand’s personality.

PUBLICITY AND PROMOTION

 If one knows how to organize an event he should also know how to market it.

 If there is something very peculiar or special about the event then that main
point has to be highlighted.

 A product launch for example requires a sales promotion campaign either

before or after the launch. In that case the product is advertised through
banners and media and even door to door services.

 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 program. This is the way publicity
and promotions work.

KEY ISSUE FOR EVENT MARKETING

The Human Dimension

 A key issue for Event Marketing is having the right human resources
communicating the brand values. The importance of having the right
people working that truly understand the brand was emphasized by
almost all the interviewees.

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  The human dimension of Event Marketing is what creates the

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  In the capital goods industry, where high involvement decisions are taken and
more reliable information is needed, interaction serves as a great function.
When buying a car, the consumer is making one of his/her biggest investments,
the consumer is more sensitive and might require more than one-way
communication to convert to another brand.

What makes the 3D advertisement more unique is adding a human dimension, by

placing someone who is familiar with and can communicate the company brand
and product.

The Human Context

To add a human dimension might sound an easy solution in order to communicate the
brand identity. However, the human being is rather complex in her way of learning,
interpreting and understanding, since the person is characterized by her context.

Everything the human being experiences will affect the way the person interprets
situations. Unless she experiences a situation, which requires new behavior and this
behavior is positive, person will not change her way of acting. However, if person is put
in a situation in which person has to experience a new way of acting and if the
experience is interpreted as positive, it is most likely that person will repeat the
behavior in a similar situation.

Mental Models are deeply ingrained assumptions and generalizations that influence
how we understand the world and how we take action. The models keep us in the same
pattern of both thinking and acting.

By questioning the Mental Models people see matters from a different perspective and
openness. But in order to be able to question the Mental Models we first must realize
that there has to be something to gain by questioning them.

Most managers today only see the brand as the company’s logo and corporate identity
program, but in the future the company “brand” will have to communicate what an
organization is and what it stands for. Therefore the manager must change the

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 interpretation of the brand.

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 It is as important to win a distinctive place in the perception of a company’s actual and
perspective customers, as it is the same with the employees.

Since it is the human dimension that adds the value to a customer in an event, all
members and functions in the organization must not only be market orientated in
general but also market orientated in combination with the brand values? It is a
common fact that people are different and cannot adjust to all situations.

Several interviewees supported this when mentioning that there has to be a match
between the individual values and the company values.

One crucial factor might be the individual’s ability to learn, since the individual must
not only understand the added values in the brand identity but also learn to interpret
the different situations that might occur during an event, and combine the behavior to
the specific situation.

It is the individual’s perception of the current situation together with how he/she
translates the added values to fit to that specific situation that will help or not help the
company.

Integrated Organization

When working with Event Marketing it is important to have a well-integrated

organization, therefore we agree, “That internal marketing builds service quality”.

By learning how different components in a system interact will increase the

understanding of how the entire system works. Understanding just one component by
itself that is isolated from the others will not be enough.

A company itself is a complex system that is connected by a series of contacts and the
components in this system are highly integrated.

Since we are a part of this network, we most often only see specific components and
are puzzled by that we cannot find good solutions to our greatest problems. System
thinking is a term that contains knowledge and different tools, which can help us,
understand and influence the entire patterns in an organization.
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 Creating awareness about the launch of new products/brand

 Enormous nos. of brand/product is 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 another-product.

 The need to therefore catch the attention of the target audience at the
time of launch becomes very important.

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 communicating the repositioning of brands/products

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 them. Here Citibank acts as the event organizer and

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 small

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 merchandiser’s acts as participants so that they can associate the personality of their
products with the personality of Citibank customers.

Creating and maintaining brand identity

 By satisfying individuals need.

 By fulfilling client’s objective.

 By providing quality in their work

 By working effectively and efficiently.

2. Image Building

 By building trust.

 By providing quality at reasonable prices

 Not doing cheats with the customers

 By dealing at a regular basis

Constructing the Brand Value Chain

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 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.

3. 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.

Increasing customer traffic in stores

Events can be conceptualized to increase customer traffic. They can be modified 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,
co- sponsored by McDonald’s is a combined effect in increasing the customer traffic as
well as increasing the awareness among the upper class of the existence of new McD’s
outlets.

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Enabling sales promotion

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Motivating the sales team

The need for interaction is not restricted to external customers only. End consumers
are not always the focus of live media exercises. This is especially popular amongst
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.

Enabling market database assimilation, maintenance and updating

By keeping track of the reach and its effectiveness and 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.

SPONSORSHIP vs. EVENT MARKETING

 There are many other marketing tools that can build brand-awareness and
create image. Authors seem to mix up the concept of sponsorship and Event
Marketing, although there

 is a difference between the two.

 When using Event Marketing, the organization works with the event as part of
the marketing strategy. When sponsoring an event, the organization buys
exposure during the event at different levels of the event itself.

 International Events Group (IEG) defines sponsorship this way: “The relationship
between a sponsor and a property in which the sponsor pays
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  By using the commercial right, the sponsor could associate the brand and have
an effective selection of the target group to market themselves to.

 The association makes the brand synonymous with the sponsored happening,
and thereby the sponsoring has been called association by event.

 Today sponsorship is one of the world’s fastest growing forms of marketing and
together with Event Marketing they begin to play a more dominant role in many
companies´ marketing budgets.

Given below, model shows one way to look at where traditional sponsoring fits in
compared to Event Marketing.

Traditional Marketing vs. Event Marketing

When the organization is sponsoring an event, (upper left corner) there is always a
business agreement between at least two parties, which Event Marketing does not
necessarily have. Usually this is the case when there is a sport competition such as the
Olympics or a World Championship. This kind of sponsoring limits the possibilities for
the organization to market their products since they have no control over the
happenings at the event, etc.

There is a concept called the double lever effect, which explains the relationship
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 increased, there is also a larger possibility for organizations to use the event integrated
with the other marketing strategies.

The given fig shows how it comes to be a double lever effect:

Control & risk depending on activity

As we can see, there is a risk in Event Marketing. There is no possibility to test the
event for the target group, and everything has to work during the event. The risk
associated with the event could be one of the reasons why some organizations choose
to use pre-existing events instead of own events. Preexisting events are events that are
created by someone else for another purpose.

SIZE OF EVENTS

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..

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.

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 These events attract significant local interest and large no. of participants as well as
generating significant tourism revenue.

Example: Chinese New Year Celebrations.

3. 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, dance
performances cultural, and musical. Business Meetings, parties, conventions,
celebrations, 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

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 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 etc. 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

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 invited to these events so that both the impact and the risk are high, Success is vital.

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

4. Festivals

Various forms of festivals are increasingly popular providing a particular region the
opportunity to showcase its product. Wine and food festivals are the most common
events falling under this category. Religious festivals fall into this category as well.

5. 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.

6. 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.

7. 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 Infrastructure
 Core Concept: Search for new top class modeling talent through a contest and
pageant interspersed with entertainment.

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  Core People: Participants i.e., models taking part in the competition during
entertainment slots such as well known classical musicians, Pt. Shiv Kumar
Sharma accompanied by Ustad. Shafat Ali Khan and popular music by Sweta
Shetty and Stereo Nation.
 Core Talent: Physical looks and proportions.
 Core Structure: Annual event of beauty pageant.

Importance of Infrastructure

Indian business events, particularly large trade fairs, are underdeveloped as a result of
poor infrastructure outside Delhi. New exhibition and convention centers developed in
Chennai and Hyderabad will help spur the industry’s growth. If a new facility of
international standard can finally be built in Mumbai, this will generate a huge
opportunity for business media companies.

Smaller, traveling events, road shows which move around the country’s many
secondary markets will also be significant income generators for some business media
firms.

Event Venue

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 The two types of venue are as follows:
 In-house Venue:
1. Any event that is executed within the premises of the company or
institution or in the private homes or proprieties belonging to the client
is called an in-house venue.

2. The use of such venue is reserved for the employees of the company or
the residents of the campus.

3. Most in-house venues do not need to be paid or even if a payment is

involved, it may be open for favorable negotiation.

4. The main advantage of in-house venue is the huge saving in the costs
incurred in hiring the venue.
 External Venue:
1. Any venue over which neither the client nor the professional organizer
have any ownership rights is called an external venue.

2. These are venues open for the general public. Example: Hotels, Stadium
etc, etc…

11.10 ENVIRONMENTAL SCANNING

Environmental scanning is one of the essential components of the global environmental

analysis.
Environmental monitoring, forecasting and environmental assessment complete the
global environmental analysis. The global environment refers to the macro
environment which comprises industries, companies, markets, clients and competitors.
Consequently, there exist corresponding analyses on the micro-level. Suppliers,
customers and competitors representing the micro environment of a company
are analyzed within the industry analysis.
Environmental scanning can be defined as ‘the study and interpretation of the PEST

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 events. The factors which need to be considered for environmental

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 Macro environment

It includes PEST and it stands for political, economic, social and technological. Two
more factors, the environmental and legal factor, are defined within the PESTEL
analysis.
PESTEL analysis Political
factors

 Taxation Policy
 Governmental stability
 Trade regulations
 Unemployment Policy, etc.

Economical factors

 Interest rate
 Recession or Boom
 Customer liquidations
 Inflation rate
 Growth in spending power
 Rate of people in a pensionable age
 Balances of Sharing

Socio-cultural

 Values, beliefs
 Language
 time orientation
 lifestyle
 religion
 education
 literacy

Technological factors

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  Internet

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  Social Media
 Rate of technological change

Environmental factors

 Waste disposal
 Energy consumption
 Competitive advantage
 Pollution monitoring, etc.

Legal factors

 Product safety
 Advertising regulations
 employment law
 Health and safety
 Product labeling
 Labor laws etc.

1.11 POTERS FIVE FORCES MODEL OF COMPETITORS

Porter's five forces analysis is a framework that attempts to analyze the level of
competition within an industry. Porter referred to these forces as the micro
environment, to contrast it with the more general term macro environment. A change
in any of the forces normally require business unit to re-assess the marketplace given
the overall change in industry information.

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 Porter's five forces include - three forces from 'horizontal' competition: the threat of
substitute products or services, the threat of established rivals, and the threat of new
entrants; and two forces from 'vertical' competition: the bargaining power of suppliers and
the bargaining power of customers.
Porter developed his five forces analysis in reaction to the then-popular SWOT analysis, which
he found unrigorous.
Here suppliers refer to the event manager or the person who is organizing the event.

REFERENCES

www.wikipedia.com

www.niem.com

www.eventmanagement.org

www.google.com

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 CONCLUSION
Event Management System is user friendly and cost effective system, it is customized with
activities related to event management life-cycle. It provides a new edge
to management industry. SolutionDot always keep your objectives and goals on top priority
while developing any plan of work

Proper event management planning is vital for any successful event. The EMP is the
document that establishes how all the distinct moving parts and disparate elements of
your event will work and result in your event being safe and enjoyable.

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.

2006170700088 SABA KHAN