STUDY OF EVENT MARKETING DURING

COVID-19

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS

FOR
POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)

SUBMITTED BY
SAPNA HARJANI
PG-20-015, 2021 – 2022

IES’s MANAGEMENT COLLEGE AND RESEARCH CENTRE

BANDRA (W), MUMBAI
 IES’s Management College and Research Centre
Bandra (W), Mumbai

Declaration

I hereby declare that this report, submitted in partial fulfillment of the requirement for the
award of Post Graduate Diploma in Management (PGDM), to IES’s Management College
and Research Centre is my original work and not used anywhere for award of any degree
or diploma or fellowship or for similar titles or prizes.

I further certify that without any objection or condition, subject to the permission of the
company where I did my summer project, I grant the rights to IES’s Management College
and Research Centre to publish any part of the project, if they deem fit in journals/
Magazines and newspapers etc without my permission.

Place: Mumbai _______________________

Date: 29/07/2021 Signature
Sapna Harjani
Post Graduate Diploma in Management (PGDM) PG-20-015

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 Certificate from the Faculty Guide

This is to certify that the dissertation submitted in partial fulfilment for the award of
Post Graduate Diploma in Management (PGDM) of IES’s Management College and
Research Centre is a result of the bonafide project work carried out by Mr. / Ms.
Sapna Harjani under my supervision and guidance. No part of this report has been
submitted for award of any other degree, diploma, fellowship or other similar titles or
prizes. The work has also not been published in any journals/ Magazines.

Date: 29/07/2021
Place: Mumbai

Signature of the Faculty Guide: ______________________

Name of the Faculty Guide: Richa Chaudhary

IES’s Management College and Research Centre

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 Acknowledgements

Perseverance, inspiration and motivation have played a great role in the success of any

venture. It would be incomplete to submit this report without acknowledging the people

behind this endeavour and without whose support we wouldn’t have achieved this.

I express my great thanks to my college IES’s Management College and Research Centre

and Director Dr. Dinesh Harsolekar for giving me the chance to experience the real world. I

am also Thankful to my faculty guide Miss Richa Chaudhary for guiding me throughout the

process.

It gives me immense pleasure to express my gratitude to everyone who shared with me their

precious time and effort during the project.

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 TABLE OF CONTENTS
Executive Summary _____________________________________________________ 1
1. Chapter 1 __________________________________________________________ 3
1.1. Introduction to the Industry ____________________________________________ 3
1.2. Introduction to the Company ___________________________________________ 8
1.3. Introduction to the Project ____________________________________________ 28
2. Chapter 2 _________________________________________________________ 33
2.1. Literature Review ___________________________________________________ 33
3. Chapter 3 _________________________________________________________ 35
3.1. Research Methodology _______________________________________________ 35
3.2. Limitations _________________________________________________________ 36
4. Chapter 4 _________________________________________________________ 38
4.1. Data Analysis & Findings _____________________________________________ 38
5. Chapter 5 _________________________________________________________ 70
5.1. Conclusions _________________________________________________________ 70
5.2 Recommendations ___________________________________________________ 71
6. Chapter 6 _________________________________________________________ 72
6.1 References _______________________________________________________ 72

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List of figures:
Figure 1: Worlds largest Media Conglomerates ................................................................. 3
Figure 2: Leading Indian media and entertainment companies 2020 by net sales………...6

Figure 3: Newspapers and magazines of TIMES GROUP………………………………...6

Figure 4: Types of Events………………………………………………………………….8

Figure 5: Logo of BCCL…………………………………………………………………………...8

Figure 6: Times Group ownership Structure……………………………………………….9

Figure 7: Products of Times Internet……………………………………………………….20

Figure.8: Products of TIMES GROUP…………………………………………………….20

Figure 9: Times Internet: Company Performance…………………………………………21

Figure 10: Times Internet Growth…………………………………………………………23

Figure.11: Economic Times logo………………………………………………………....24

Figure 12: Economic Times image…………………………………………………………25

Figure 13: Effective B2B Marketing Channel……………………………………………...25

Figure.14: RELATION BETWEEN EVENT MARKETING AND THE 5PS……………31

Figure.15: Constructing the Brand Value Chain…………………………………………...40

Figure 16: Relative Importance of Events as a Marketing Communication Tool………….42

Figure.17: “Why” of event marketing?.................................................................................44

Figure 18: “who”of marketing …………………………………………………………….45

Figure 19: “Where” of marketing………………………………………………………….46

Figure 20: “WHAT” OF MARKETING ………………………………………………….47

Figure.21. “WHAT” OF MARKETING ……………………………………………...…...48

Figure 22. ETBFSI Virtual Summit……………………………………………………….50

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Figure. 23: ETPSU…………………………………………………………………………51

Figure 24: ET Energy Leadership…………………………………………………………52

Figure 25: ETCIO Spectrum……………………………………………………………….53

Figure 26: ET Government Digitech Conclave…………………………………………….54

Figure 27: ETGOVERNMENT DIGITECH CONCLAVE……………………………….54

Figure 28. POSTER OF ET SPEAKERS………………………………………………….57

Figure 29. APPROPRIATE USE OF HASHTAGS……………………………………….59

Figure 30:.EXAMPLE OF SOCIAL MEDIA…………………………………………….60

Figure 31: THANKYOU POSTERS………………………………………………………60

Figure 32: EVENTS HELD DURING COVID-19……………………………………….62

Figure.33: Challenges faced by Consumers ……………………………………………….66

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 Executive Summary

This report was commissioned to study the terms related to event marketing, to know
how these events are marketed and to analyse the effects of pandemic on these events.

The research draws attention to the facts that why promotional activities are so
important in marketing and what are the various marketing strategies used to promote
events like sharing posters, using social media, going live, marketing through emails
and calls, using content, using hashtags. Understanding the 5ps of marketing,
Promotion, Communication effects, 5 Ws and other marketing tools of event
marketing will be closely analysed

In event management, marketing is one of the most important factors that will
determine the success of any event. The process of planning and execution are all part
of event management where marketing plays an integral role to attract the right target
group. There are various marketing techniques that are used in event management
Tools like flyers, brochures, questionnaires, advertisements (television and radio) and
networking are some other marketing techniques that are used by event organizers to
market the events.

Industry trends show that event marketers continue to struggle with attendee
engagement during online events, with more than half of participants indicating this
as the biggest challenge in hosting digital/virtual events. For many, 2020 brought the
brand-new experience hosting fully-digital events programs. As a result, the focus
shifted to how to better engage virtual attendees to ultimately deliver greater ROI from
events There is no doubt that the event will never be the same.As we entered into the
2020 events season earlier this year, marketers already had an indication that the
landscape as they knew it was in for a significant change. However, none of us could
have predicted the sheer amount of upheaval the industry has undergone since then.
This study will analyse the effects that has been made on these events

it the increase in digital events in 2020, event marketers are adjusting their event goals,
budgets and strategies to adapt to a new format that enables a wealth of attendee data.
In order to do so, they are tasked with breaking through the noise of a crowded digital

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event space and finding new, creative ways for their events to stand out. Doing so will
not only provide a powerful attendee experience, it will also deliver the insights
needed to deeper relationships with customers and prospects

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 1. Chapter 1
1.1. Introduction to the Industry
Media Conglomerate

Fig.1 – Worlds largest Media Conglomerates

A conglomerate is a combination of two or more corporations engaged in

entirely different businesses together into one corporate structure, usually
involving a parent company and several or many subsidiaries. A media
conglomerate, media group, or media institution is a company that owns
numerous companies involved in mass media enterprises, such as television,
radio, publishing, motion pictures, theme parks, or the Internet. Media
conglomerates strive for policies that facilitate their control of the markets
around the world.

The top media companies are involved in advertising, broadcasting, news,

print publication, digital media, and motion pictures. The largest media
companies include Netflix, Disney, and Comcast. Consolidation among
media companies, such as Disney's partial buyout of Fox and AT&T’s
purchase of Time Warner, is expanding the offerings and reach of many
media giants.

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The last few decades have seen increasing conglomeration of media
ownership, allowing for economies of scale that previously could not be
achieved. Instead of individual local radio stations competing for advertising
revenue among a range of local companies, for example, large corporations
can now buy wholesale advertising for any or all of their brands on a dozen
different radio stations in a single media market all owned by a conglomerate
such as Clear Channel. The economics of mass media has become a matter
of macroeconomic proportions: GE now makes everything from jet engines
to cable news. The implications of this go beyond advertising. Because major
corporations now own nearly every media outlet, ongoing fears of corporate
control of media messaging have intensified.

However, these fears are often channelled into productive enterprises. In

many media industries, an ongoing counter current exists to provide diversity
not found in many corporate-owned models. Independent radio stations such
as those affiliated with non-profit organizations and colleges provide news
and in-depth analysis as well as a variety of musical and entertainment
programs that are not found on corporate stations. Likewise, small music
labels have had recent success promoting and distributing music through
online CD sales or digital distribution services such as iTunes appliance
program. YouTube makes it easier for videographers to reach a surprisingly
large market, often surpassing even professional sites such as Hulu

Media Conglomerates in India

Zee Telefilms India has one of the most attractive media markets in the world
due mainly to its large population and its emerging middle class. The Indian
economy has experienced steady growth over the past several years mostly
due to foreign investment and enthusiasm about continued growth of the
economy.

Media companies fall into several groups and all are rushing to keep up with
the demand of a young, upwardly mobile middle class. India has long led the
way for mobile telephone usage. It has been reported that there are 5 million
new subscribers each week in India. This means that there is great
opportunity for media content providers for mobile phones. Television

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stations and networks in India are rapidly trying to keep up with the evolving
needs of this growing middle class. Stations are experimenting with new
delivery methods and multi-platform channels. As additional channels
evolve, content will be needed to keep viewers engaged. In the film business,
Bollywood, India’s centre of film activity accounts for 95% of all box office
receipts. Again, in order to keep audiences engaged, content is needed to
continue the dominance at the box office. Some Indian firms use service
contracts with overseas firms to fund their operations.

• Balaji Telefilms

• Bennett, Coleman & Co. (The Times of India Group)

• Hindustan Times

• India Today Group

• Living Media India

• Malayala Manorama & Co

• Media Guru

• New Delhi television

• Sony Entertainment Television

• Star India

• Television Eighteen India

• The Indian Express Newspaper

• Zee Telefilms

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Fig.2. Leading Indian media and entertainment companies 2020 by net sales

Print Media Industry

The print media industry is an industry related to news reporting, printing and
distribution of news, mainly through newspapers and magazines.

The newspaper business in India seems to be healthier than in other parts of

the world. Many of India’s publishers have embraced modern technology
and several papers have over 10 editions that circulate to all parts of the sub-
continent. Many traditional newspaper companies in India are experimenting
with vertical integration and are getting involved with business ventures in
other related fields like music publishing, radio and television and even in the
film business.

Fig.3. Newspapers and magazines of TIMES GROUP

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Event Management Industry

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.

The events industry size was valued at $1,135.4 billion in 2019 and is
expected to reach $1,552.9 billion by 2028, registering a CAGR of 11.2%
from 2021 to 2028. Events refer to public gathering of populace art at a
determined time and place. The purpose for staging an event can be increase
in business profitability, celebratory, entertainment, and community causes
among others. The most popular events include conference & exhibition,
corporate events & seminars, promotion & fundraising, music & art
performance, sports, festival, trade shows, and product launch. The key
stakeholders within the events market are corporate organizations, public
organizations & NGOs.

The initial stage of a major event involves understanding the audience and
their behaviour that excites and emotionally engages them. The final stage
involves conducting events, such as music concerts, sports, exhibitions &
conferences, seminars, and others, appropriately

The global events industry is segmented based on type, revenue source,

organizer, age group, and region. Depending on type, the industry is divided
into music concerts, festivals, sports, exhibitions & conferences, corporate
events & seminar, and others. By revenue source, it is classified into ticket
sale, sponsorship, and others. On the basis of organizer, it is categorized into
corporate, sports, education, entertainment, and others.

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

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 FIG.4. Types of Events

1.2. Introduction to the Company

Fig.5. Logo of BCCL

Bennett, Coleman and Company Limited, abbreviated as B.C.C.L. and d/b/a

The Times Group, is an Indian media conglomerate headquartered in Mumbai,
Maharashtra. The company remains a family-owned business with Sahu Jain
family owning a majority stake in The Times Group. The Managing Director
of BCCL, the publisher of newspapers such as The Times of India and The
Economic Times, is focused on the present. "Sure, you can trace us back, but I
am more concerned about what people want today. "Its ability to set prices for
advertisers comes from its dominance in virtually every product it runs. The
Economic Times newspaper, for instance, brings in revenues of over Rs 500
crore for BCCL. In comparison, Mint - ranked No. 2 by audited readership
among financial dailies and part of rival HT Media, the publisher of Hindustan
Times - makes under Rs 80 crore. Directors of Bennett Coleman And Company

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Limited are Samir Jain, Richard Blaise Sebastian Saldanha, Pramath Raj
Sinha, Sivakumar Sundaram, Meera Jain, Satyan Gajwani, Revati Jain, Mohit
Jain, Vineet Jain, Shailesh Vishnubhai Haribhakti,.

Times Internet, is an Indian Internet technology company, based in Gurugram,

India, which owns, operates and invests in various Internet-led products,
services and technology. It is the digital arm of the Times Group, the largest
media conglomerate in India. Times Internet currently owns and operates 39+
digital products across news, sports, music, video, trivia, spirituality & a suite
of transaction-led market-places across real estate, personal finance, education,
jobs, table reservation, etc and Economic Times is one of the products owned
by Times Internet Times Internet is India’s largest digital products company.
Our products simplify and enhance the everyday lives of people. Through its
venture capital arm Ventures, Times Internet has invested in over 50 start-ups
in the technology space such as logistics provider Delivery, bus aggregating
platform Shuttled-tech platform Biju’s, gaming platform MPL among others.

Times Internet reaches over 450 million monthly visitors who collectively
spend over 13 billion minutes across all its products and services.

History of Times group

FIG.6. Times Group ownership Structure

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1838

In November 3, 1838 the first edition of The Bombay Times and Journal of
Commerce was published, reflecting basically the business community of
Bombay. It was a bi-weekly publication. Dr. J.E. Brennan was the Editor.

1850

Shareholders decide to increase the share capital and the paper is converted
into a daily.

1859

Bombay Standard and Chronicle of Western India merges into The Bombay
Times and Journal of Commerce to form Bombay Times & Standard.

1861

Editor Robert Knight amalgamates The Bombay Times & Standard and
Bombay Telegraph & Courier to form The Times of India - giving it a
national character.

1892

T. J. Bennett becomes the editor and enters into a partnership with F.M.

Coleman to form a joint stock company - Bennett, Coleman & Co. Ltd.
(BCCL).

1907

Editor Stanley Reed revolutionizes news production by extending the deadline

to midnight. Until then any news that came in after 5 pm was held over for the
next day. The newspapers’ first price war was also initiated with cover price
being cut from 4 annas to 1 anna – leading to a five-fold increase in circulation.

1946

The Times of India gets Indian ownership with Seth Ramakrishna Dalmia
buying the company.

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1947

Exclusive Sunday edition of Times of India launched in Mumbai. The

company also launches its Hindi daily – Nav Bharat Times in Delhi.

1948

Sahu Jain Group takes over as the owners of the company after Ramakrishna
Dalmia sells the firm to his son-in-law Sahu Shanti Prasad Jain - who becomes
the first Chairman of the group.

1950

The Times of India launches in Delhi.

1952

Filmfare launched.

1959

Femina launched.

1961

The Economic Times is launched.

1962

Maharashtra Times launched.

1965

Femina Miss India contest started.

1988

Times of India complete 150 years. Special stamp released by Government of

India to commemorate the occasion.

1996

The Times of India crosses 1 million marks in circulation. It also carries the
first-ever color photograph.

1997

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BCCL enters into music market with Times Music.

1999

India times web portal launched; BCCL enters music retailing business with
Planet M. Also operates the first-ever private FM broadcast through Times FM
(which later becomes Radio Mirchi).

2000

The Times of India crosses the 2 million marks in circulation.

2001

Radio Mirchi - Nationwide private FM broadcasting starts. 360 Degrees -

Event management business also launched. TOI goes all colour and storms
Delhi by being & outnumber.

2003

Launch of the Times Private Treaties as a strategic business division. Launch

of the Jobs portal Times Jobs. TOI E-paper launched. Entry into TV business
with the launch of India’s first lifestyle and entertainment channel Zoom.

2005

Launch of a Matrimonial website Times Matri – later rebranded as

SimplyMarry. Mumbai Mirror, the city-centric daily tabloid launched in
Mumbai.

2006

Launch of a television News Channel called Times Now. Radio Mirchi holding
company ENIL (Entertainment Network India Limited) lists on the Indian
stock markets. It is the first Times Group Company to list on the bourses with
IPO being oversubscribed by more than 41 times. Launch of a Property
services portal Magic Bricks. Times of Money launch Remit2Home, to cater
to global remittance market. Acquisition of Karnataka’s leading newspaper
company Vijayanand Printers Limited makes BCCL the dominant force in
Karnataka.

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2007

Launch of Bangalore Mirror, Ahmedabad Mirror, ET (Gujarati) and Whats

Hot– a premier weekend entertainment supplement. The Times of India
becomes largest English daily in the world with circulation breaching the 3
million mark and beating Sun (tabloid) of UK.

2008

Launch of ET (Hindi), Pune Mirror and The Times of India editions at Jaipur,
Goa and Chennai. Acquisition of Virgin Radio (now rebranded as Absolute
Radio) in the UK.

2009

TOI Crest edition launched. Launch of ET Now – premier business channel

having integrated newsroom with ET print edition.

2010

Private Treaties re-branded as Brand Capital. The Speaking Tree newspaper

launched. ET Wealth launched. Maharashtra Times launches Pune edition.
Vijay Next (premier weekly newspaper from Vijay Karnataka) launched.

India’s first HD-only premium movie channel – Movies Now (HD) launched.

2011

Sunday ET re-launched as a tabloid. Bodhivriksha (spiritual weekend

newspaper in Kannada) launched. Launch of The Times of India, Coimbatore
and Madurai/Trichy Editions.

2012

Launch of The Times of India, Kerala, Visakhapatnam and Raipur

(Chhattisgarh) Edition

2013

Launch of the Times of India, Kolhapur Edition

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Subsidiaries of Times Group

TIML & ENIL

Times Innovative Media Limited (TIML) & Entertainment Network India

Limited (ENIL) that together control,

• Radio Mirchi National network of Private FM stations

• 360 Degrees Events

• Times Outdoors (TIM Delhi Airport Advertising Private Limited.

• Mirchi Movies Limited Filmed Entertainment. Producers of BEING

CYRUS, VELLITHIRAI, MANJADIKURU.

Times Internet Limited

Times Internet Limited is one of the largest internet companies of India. It has
interests in online news, online business news, Hindi, Marathi, Kannada, and
Bengali news, mobile, e-Commerce, music, video, and communities. Some of
the larger properties of TIL include:

• India times shopping - one of the largest and earliest ecommerce portals
in India

• India

• Times of India

• Economic times.com

• Navbharattimes.com

• Maharashtra Times

• Timescity.com

• Gaana.com

• BoxTV.com

• Times Deal

Times of Money

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Times of Money operates financial remittance services for Indians abroad to
send money back to India. Their product, remit2India, is a standalone product,
while also powering the remittance services of many banks globally.

Times Global Broadcasting Limited

Television division. It is also called Times Television Network.

• Times Now A general interest news Channel

• Smart Hire A Consulting Division – Recruitments

• ET Now A business news channel

• Zoom A 24x7 Bollywood entertainment and gossip channel

• Movies Now A 24x7 Hollywood Movies channel in High Definition

(India's first)

Times Business Solutions

• TBSL, corporate website of TBSL.

• Times Jobs, a jobs portal.

• Techgig, a professional networking site for Technology Peoples.

• Simply Marry, a matrimonial portal.

• Magic Bricks, a real estate portal.

• Yolist, free classifieds portal.

• Ads2Book, online classifieds booking system for print publications.

• Peer Power, a Senior-Level professional networking portal.

World Wide Media

World Wide Media - started off as a 50:50 magazine joint venture between
BCCL and BBC magazines. In August 2011, it was announced that Bennett,
Coleman & Co. bought out the remaining 50 per cent shares of Worldwide
Media from BBC Worldwide thereby making World Wide Media a fully
owned subsidiary of BCCL.

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• Filmfare

• Filmfare Awards

• Femina

• Femina Miss India A Beauty Pageant

• Top Gear Magazine India

• BBC Good Homes

• Femina Hindi

• Grazia

• What to Wear

TIML Radio Limited

On 30 May 2008, SMG sold The British Virgin Radio to TIML Radio Limited
for £53.2 million with £15 million set aside for rebranding. On 28 September
2008, The British Virgin Radio Station rebranded as Absolute Radio, including
the sister radio stations Absolute Xtreme and Absolute Classic Rock. Stations

• Absolute Radio

• Absolute Radio 60s

• Absolute Radio 70s

• Absolute 80s

• Absolute Radio 90s

• Absolute Radio 00s

• Absolute Classic Rock

• Absolute Radio Extra This company is a direct subsidiary of BCCL

(not through TIML or ENIL).

Times Syndication Service

The syndication division of The Times of India Group, grants reprint rights for
text, and other media from the group's publications.

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Brand Capital

Brand Capital provides funding to growth-oriented enterprises for their long-

term brand building needs.

Online shopping

Satvik shop, an online shopping website dedicated to organic and ayurvedic

products.

Key Management

Bennett, Coleman & Co. Ltd.

PROMOTERS & DIRECTORS

1. Chairperson: Indu Jain

2. Vice-Chairman & MD: Samir Jain

3. Managing Director: Vineet Jain

BOARD OF DIRECTORS

1. Executive Director: Trishla Jain

2. Executive Director & CEO: Ravindra Dhariwal

3. Executive Director & COO: Shrijeet Mishra

4. Executive Director & President: Arunabh Das Sharma

5. Non-Executive Director: A.P. Parigi

6. Non-Executive Director: Kalpana J. Morparia

7. Non-Executive Director: M. Damodaran

8. Non-Executive Director: Leo Puri

Times Television Network (comprising TGBCL and ZEN)

Group CEO (TV business): Sunil Lulla

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ZEN CEO: Avinash Kaul

Times Internet Limited

CEO: Satyan Gajwani

Times of Money

President: Avijit Nanda

Times Business Solutions Ltd.

CEO: Debashish Ghosh

Times VPL

CEO: Sunil Rajshekhar

Worldwide Media.

CEO: Tarun Rai

Entertainment Network (India) Ltd.

CEO: Prashant Panday

Alternate Brand Solutions (I) Ltd.

CEO: Prashant Panday

Times Innovative Media Ltd

CEO: Sunder Hemrajani

Absolute Radio

CEO: Donnach O' Driscoll

Times Foundation Head:

Shailendra Nautiyal

EDITORIAL HEADS

The Times of India

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Editorial Director: Jaideep Bose

Executive Editor: Arindam Sengupta

Economic Times

Editorial Director: Rahul Joshi

Maharashtra Times

Executive Editor: Ashok Panwalkar

Navbharat Times

Executive Editor: Ramkripal Singh

Mumbai Mirror

Editor: Meenal Baghel

Speaking Tree

Editor: Narayani Ganesh

Vijaya Karnataka

Editor: E. Raghavan

Times Now

Editor: Arnab Goswami

ET Now

Editor: R. Sridharan

ZOOM

Editor: Omar Qureshi

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Products of BCCL

Fig.7. Products of Times Internet

FIG.8. Products of TIMES GROUP

The subsidiary of 181-year-old Bennett Coleman and Company Limited

(popularly known as Times Group) operates more than three dozen properties,
including newspaper Times of India, online outlet Indiatimes, advertisement
business Colombia, venture arm Tventures and streaming services Gaana and
MX Player

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 Fig.9. Times Internet: Company Performance

KEY FINANCIAL HIGHLIGHTS

Annual growth percentages for latest two years in local currency INR.
Absolute financial data is included in the purchased report.

Net sales revenue -12.38%▼

Total operating revenue -10.57%▼
Operating profit (EBIT) 21.09%▲
EBITDA 28.21%▲
Net Profit (Loss) for the Period -91.54%▼
Total assets -10.61%▼
Total equity -49.78%▼
Operating Profit Margin (ROS) 1.79%▲
Net Profit Margin -8.94%▼
Return on Equity (ROE) -30.95%▼
Debt to Equity Ratio 384.34%▲

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 Quick Ratio 0.16%▲
Cash Ratio 0.01%▲

Times Internet Posts 24% Jump in FY20 Revenue, Crosses 557 Mn MAU
recorded total revenue of INR 1625 Cr as compared to INR 1526.51 Cr in
FY2019

The company said in its annual report that it crossed 110 Mn daily active users
and 557 Mn monthly active users

Also, it has crossed 67 Bn monthly page views, up from 47 billion

The digital arm of Times Group – Times Internet – has posted an increase of
24% in its total revenue for the year ended March 31, 2020. The company has
recorded a total revenue of INR 1625 Cr as compared to INR 1526.51 Cr in
FY2019.

Times Internet is part of the Bennett, Coleman and Company Limited, which
owns Times of India, Economic Times, sports portal Cricbuzz, Indiatimes,
Gaana, MX Player, personal finance ETMoney, real estate company
Magicbricks, edtech Gradeup, food delivery platform Dineout among others.

The company said in its annual report that it crossed 110 Mn daily active users
and 557 Mn monthly active users. Also, it has crossed 67 Bn monthly page
views, up from 47 Bn. Two products from the Times Internet stable, Gaana
and MXPlayer were the fastest growing product, with over 75% user growth.

Besides its news platforms growing 31%, the company said across its content
verticals, non-English audience growth outpacing English growth by an
average 4:1 ratio. The company said that its music and video platform
propelled its advertising revenue by 22% and its subscriptions for Times Prime
grew 62%.

The company did not reveal how much revenue it clocked from subscriptions,
but said it had over 2 million paying subscribers and its transacting businesses
grew 68%.

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The company said that despite a steep revenue fall from March through June,
it recovered with positive growth in July, and ended August back in positive
growth territory for the fiscal year as a whole.

Two years after its acquisition of MX Player, Times Internet said that the video
streaming platform now has 200 million monthly users, making it the largest
premium video destination in India.

Times Internet had acquired a majority stake in Gangnam (Seoul)-based MX

Player for about $200 Mn.

Besides India, MX Player is also popular in other countries including

Bangladesh, Pakistan, Sri Lanka and Iran, among others. While in India, it
ranks among the top 10 apps on Google Play Store, it is also reportedly among
the top 20 most used apps in the above-mentioned countries.

MX Takatak, launched just 45 days ago, is already seeing hundreds of millions

of daily streams, and is poised to grow well in the year ahead, the company
said.

FIG.10. TIMES INTERNET GROWTH

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Google reached 98% of the digital population in India on web (desktop as well
as mobile) in the month of June. During the same month, Facebook reached
94.9% of the population, Times Internet 77.7% and Amazon settled at fourth
place with 76%, the Comscore data showed.

FIG.11. TIMES INTERNET GROWTH

Times Internet said that MensXP has 30 Mn monthly users, launched MensXP
Mud, the industry’s first natural, men’s beauty brand, with products ranging
from BB cream to shaving. It has disrupted its category, selling over 25,000
orders in February (just before COVID).

“It requires us to build dynamically and ambitiously, because anything less

means someone bolder will take your place. Our aspiration is to reach 1 Bn
Indians, and become a $1 Bn revenue company by 2025, and we’ve built the
foundation to help us get there,” the company said in a release.

Times Internet has also launched the M360 platform that will help Indian
publishers navigate a dynamic digital media landscape with an end-to-end
solution. Its Content Management System is integrated with Google AMP,
Facebook IA, Apple News.

24
Economic Times -

FIG12 Economic Times logo

The Economic Times is an English-language Indian daily newspaper published

by the Bennett, Coleman & Co. Ltd., more popularly known as The Times
Group. The Economic Times, started in 1961, is Asia's largest and among the
world's top 3 English Business dailies.

FIG.13. Economic Times image

25
The Economic Times is India's No.1 Print English Business Daily with
www.economictimes.com as the No. 1 Business News website in the country
The Economic Times also has Vernacular Editions, Mobile Site and Portfolio
Management Tool

As of 2012, it is the world's second-most widely read English-language

business newspaper, after The Wall Street Journal, with a readership of over
800,000. It is published simultaneously from 14 cities: Mumbai, Bangalore,
Delhi, Chennai, Kolkata, Lucknow, Hyderabad, Jaipur, Ahmedabad, Nagpur,
Chandigarh, Pune, Indore, and Bhopal. Its main content is based on the Indian
economy, international finance, share prices, prices of commodities as well as
other matters related to finance. This newspaper is published by Bennett,
Coleman & Co. Ltd. The founding editor of the paper when it was launched in
1961 was P. S. Hariharan. The current editor of The Economic Times is
Bodhisattva Ganguli. The Economic Times is sold in all major cities in India.
In June 2009, it launched a television channel called ET Now. ET is India’s
largest and most respected business news platform. They inform and actively
engage business leaders and entrepreneurs in driving economic growth and
opportunity. They bring you the latest, in-depth coverage of the economy,
stock markets, business and personal finance everyday

There are different types of industry verticals that are covered by ET.com
which includes Government, BFSI, Auto, Health, Energy, Real Estate,
Technology, IT, Retail, Marketing & Advertising News, etc

26
SWOT analysis of Economic Times

Strengths Weakness

1. Wide coverage and hugely popular top-of- 1. Tough competition from other
the-mind brand financial newspapers means limited
market share
2. Part of Largest Media House in India and
hence excellent reach of over 800,000 per day

3. Has a good Brand Recall and is

synonymous with financial and business
news and coverage

4. Has good supplements like Brand Equity

and Corporate Dossier which gives it an edge
over others

Threats Opportunities

1. Can leverage existing Supplements like 1.Increased competition from other

Brand Equity and others to differentiate itself dailies
from competition.
2. On line news medium means
2. Tie ups with WSJ and other Marque reduced circulation
Brands to get even more readership base

3. Promotion, tie-ups with financial

institutions, colleges etc

27
1.3. Introduction to the Project

This project is based on to study the event marketing as a promotional tool,

to analyse how an event is marketed and also to study the impacts related to
Covid-19 on such events.

A. About the concepts related to the project

B2B marketing refers to the techniques and best practices used by companies
that sell directly to other businesses. Unlike B2C marketing strategies, which
assume the audience is the buyer, B2B marketing has to account for all the
different stakeholders who impact business purchases, whether they are
executive decision-makers or simply influencers. Good B2B marketing
strategies simultaneously use a variety of tactics to reach multiple audiences
at once.

Compared with consumer brands, companies that sell directly to other

businesses need to keep different factors in mind when communicating with
their audience. Mapping out a successful B2B marketing campaign is
absolutely essential for bringing prospects to your site, building engagement
and ultimately increasing sales and revenue.

In this project, I had the opportunity to analyse which strategy is been used
by Economic Times and make use of the same strategies to promote
Economic Times and to analyse what are the effects on these strategies due
to pandemic

The most effective B2B marketing channels are Content marketing, Inbound
Marketing, Social media marketing, Search engine optimization, Search
engine marketing, Account Based Marketing (ABM) Earned media, Event
Marketing, Conversational marketing, etc .Out of these 10 types, Economic
Times uses B2B Event Marketing Strategies to facilitate in-person
interactions that result in relationship building, B2B lead generation, sales
pipeline generation and acceleration, customer retention, and brand
awareness

28
EVOLUTION OF EVENT MARKETING

From its origins in event planning, the event marketing industry has seen
great growth in the last five years and has consistently been one of the most
effective tools that marketing professionals have at their disposal in terms of
making a tangible connection to current and potential customers.

The increasing competitive pressures brought on by globalization are forcing

business professionals to find new ways to engage customers. While it is
important to garner leads, marketing and specifically event marketing
professionals cannot lose sight of the fact that the sales cycle only begins at
lead generation and that current and prospective customers must also be
nurtured even beyond purchase. Companies can benefit 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

B2B event marketing is defined as an offline marketing channel that is

designed to promote a product, brand, or service through in-person
interactions with the ultimate goal of actualized business values, such as
customer retention, increased event revenue, sales promotion, business
relationship, and brand awareness.

Event marketing can exist in various forms. It can be hosting an event to build
relationships with prospects and customers, or also be attending an event as
an exhibitor to introduce to visitors about your company’s offerings of
products and services. Event marketing can even be digital, such as webinars
(web-based seminars) or live-streamed workshops 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

29
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 behaviour 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.

Objectives of events

• To build a strong online presence

• To leverage the brand strength of Economic Times for outreach

• Position the event as one which is an unique experience to the

advertising and digital market

• Build credibility, buzz and interest within the audience

• Increase traffic to the website via social media

• Increase word of mouth and referrals

• Increase the engagement and visibility of all content on social media

Importance of B2B event marketing

B2B event marketing is important for Economic Times because decision-

makers are often very hard to reach through digital channels. B2B events
offer a unique setting that brings together many decision-makers at the same
location; A goldmine for the sales team. The possibility to build many
relationships in such a short period of time is hard to achieve through other
marketing channels.

30
Companies often set targets for the marketing department in terms of the
generation of Marketing Qualified Leads (MQLs). Leads coming in through
digital channels such as organic or paid search and social, take much longer
to warm up until they reach the MQL stage. I’m not saying digital is a bad
marketing channel because it’s one of the most important channels. However,
each marketing channel has its unique benefits. Implementing the complete
marketing mix makes a company successful.

At an event, you are able to build the relationship straight away, talk about
business challenges and how your solution can help them add more value to
their business. Consequently, you are skipping a few steps in the early
marketing funnel. The leads you gather are B2B events are much warmer and
therefore, sales cycles are reduced in time. Knowledge sharing is a critical
part of why people attend B2B conferences. The ability to share and gain
knowledge from peers at other companies in the same industry is invaluable.

Vendors attend these conferences to show attendees that they are thought
leaders and can help companies overcome business challenges with their
solutions or products. The ultimate goal is, of course, to drive business.

The Power of in-person B2B events

41% of the respondents said that in-person events are the single most
effective B2B marketing channel.

Fig.14. Effective B2B Marketing Channels

31
B. About the project

The project started on 17th May, 2021 with an online meeting since I was
working from home for Economic Times B2B Vertical - Noida. The agenda
of the meeting was to make me understand the purpose of B2B marketing and
how Economic Times makes use of conference production for B2B
marketing. The project was divided into two parts. Part one was to promote
these events on social media and also by interacting with delegates of a
particular vertical. The second part of the project was to research the impact
that Covid-19 has made on B2B marketing events.

Event promotion encompasses all the efforts made to successfully market an

event. The aim of event promotion is to widen the number of people that are
aware of the event and consequently to increase attendance in terms of the
number of registrations

There are a lot of tools and software to help you to boost event attendance.
Many of these tools offer free plans and freemium pricing which can grow
with the size and requirements of your events.

The rise of the digitalisation era: social media, big data, and online tools have
modified the industry, but haven’t replaced peoples’ need to interact with
each other face to face – rather the opposite. The core values and functions
of events have not changed, and based on my research I don’t think it will in
the future either. What’s unusual in this situation is that COVID-19 changed
the industry over a few days, not in the course of years, in the way
digitalisation changed the industry. The benefit of virtual events for reach
and scale is immense, as you can organise global events that everyone can
join from the comfort of their home. However, not every physical event is fit
to move online.

32
 2. Chapter 2
2.1. Literature Review

1. Report of Events and Entertainment Management Association (EEMA)

EMA has conducted a survey of their members with 170 companies which
are affected by COVID-19. These 170 companies represent over 1,00,000
companies that are struggling in this pandemic. The report depicts a huge loss
of business, employer’s livelihood at stake, revenue being affected globally
and requirement of funds to attain stability in long run.

2. The Role of Event Marketing Remains Important in the Marketing Mix

As the world economy continues its 2006 recovery, companies face ever-
increasing financial pressures to generate additional revenues and improve
profit margins. Globalization has created a myriad of new opportunities for
companies but has simultaneously brought with it new challenges in terms of
newfound competitors vying for the same pool of clients and the inherent
need to communicate one cohesive message to the diversifying marketplace.

3. Report of Professional Convention Management Association (PCMA)

The survey of more than thousand Event professionals were done by PCMA
to know the impact of COVID-19 on their businesses

4. Made Gede Yudiyana, Andrew Sumichan, Ni Wayan Sri

Ariyani (2018) Management Information System of Event
Organizer

The study represents the assistance of management

information system in event activities in terms of providing
ticket sales, booths, accommodation and activities which are

33
 outside of events such as tours for guests. This is to highlight
the importance of technology helping in the event industry
to work more efficiently and easy for organizers or planners
to handle other such business domains of the event
management.

5. Being very trendy at the present, event marketing is however not a new
phenomena. In the US and in the whole world, event marketing has existed as
long as traditional marketing has been conducted. It is a natural part of the
marketing mix, and now goes under the name special events (Eriksson and
Hjalmsson, 2000). Effective marketing can attract the ‘right’ people and the
‘wrong’ to an event. However, it is even more crucial to ensure that the event
is supported by sufficient numbers of participants to make it success
(Tassiopoulos, 2005).

34
 3. Chapter 3

3.1. Research Methodology

1. OBJECTIVE OF THE STUDY

1. To study Event marketing as a Generic Promotional Tool

2. To understand the marketing strategies used to market an event

3. To study the impact of Covid-19 on event management

2. NEED OF THE PROJECT

The need of the project is to study and analyse certain issues due to covid-19
in event marketing and management, and it need further attention and some
suggestions which have been given to make the Event Marketing more
effective in order to utilize its full potential and serve the objective of an event
and be mutually beneficial for the Event agency, the Corporate and the
customer.

3. KEY ISSUE FOR EVENT MARKETING DUE TO PANDEMIC

As per the Event and Entertainment Management Association (EEMA);

All largescale events across all categories have been postponed or cancelled
due to coronavirus (COVID-19) outbreak and due to the nationwide
lockdown, which is expected to take a ₹ 1 trillion hit by Sanjoy K Roy,
president of Event and Entertainment Management Association (EEMA).

35
 Many companies have been forced to pivot their event strategy to cope with
the current situation.

The size of an Indian Event Market is Rs. 10,000 crores; as per the Event and
Entertainment Management Association (EEMA)’s the report. This
excludes weddings, trade fairs, and exhibitions. If the latter is added, the
overall market touches Rs 40,000 crore, said Sabbas Joseph. Now due to
co0mplete lockdown; all big scale events are being cancelled or
indefinitely postponed which means they are looking at 100% revenue
loss as there are no chances of gathering public or crowd even National level
exhibitions or trade shows have been postponed.

5. RESEARCH METHODOLOGY

Research is “the manipulation of things, concepts of symbols for the purpose

of generalizing to extend, correct or verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art.”

Research Design

Descriptive research is used for this study to analyse the effects of pandemic
on event management. The source of data is secondary. The secondary
information was gathered from various marketing journals and books on
event marketing, sales promotions and publicity. Daily newspaper reading in
order to keep track of various kinds of events also proved helpful. The
information gathered was studied and analysed

3.2. Limitations
 Secondary data can be general and vague and may not really help
with decision making
 The information and data may not be accurate.
 The data maybe old and out of date
 Time was short and hence could not go in depth

36
  The secondary data might lack quality. The source of the
information may be questionable, especially when you gather the
data via the Internet

3.3 SCOPE OF THE PROJECT

2. 1. To understand the marketing of an event

3. 2. How are such events carried out in pandemic
4. 3. Understand and manage the event in the best and efficient manner

37
 4. Chapter 4

4.1. Data Analysis & Findings

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.

1. UNDERSTANDING EVENT MARKETING

Marketing Tools

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

 Place
 Product
 Price
 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

38
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.

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.

39
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. The basis of direct marketing is the establishment of a strategy to
best reach those individuals.

The mail out and calling delegates 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.

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 marketer must understand how Event Marketing fits together with the
other parts of the marketing strategy.

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

Fig.15. RELATION BETWEEN EVENT MARKETING AND THE 5PS

40
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.

The few reasons for choosing event marketing as a promotion tool are as
follows:

1. To accelerate your product into new markets.

2. To judge your products against the competition.

3. To promote positive product trends.

4. To reposition your company in a market.

5. To select a new approach to marketing your product.

6. To launch new products/services.

41
 Fig.16. Constructing the Brand Value Chain

SPONSORSHIP vs. EVENT MARKETING

1. 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.

2. 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.

3. International Events Group (IEG) defines sponsorship this way: “The

relationship between a sponsor and a property in which the sponsor pays a
cash or in-kind fee in return for access to the commercial potential associated
with the property.”

• By using the commercial right, the sponsor could associate the brand
and have an effective selection of the target group to market themselves to.

42
• 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.

COMMUNICATION EFFECTS OF EVENT MARKETING

Communication is the process of moving a message that includes different

elements. Those elements include source, message, channel, receiver and the
process of encoding and decoding.

Event Marketing is marketing communication in four different dimensions.

a) The first one is the emotional communication method. The Event

Marketing is a form of “pull” marketing, where the organizations try to get
closer to the feelings and emotions of the customers. They do this not by
“pushing” their products at the customers, but by touching the customers’
emotional feelings.

b) The second dimension touches the customers by involving them in

activities. When the customer gets a feeling from a product, he/she is
informed of the value of the product. An example of this in the car industry
is the test-driving of new cars.

c) The third dimension is the intellectual dimension and it regards the

relevance of the event for the customers.

d) The fourth dimension is the spatial dimension, how to get the three
prior dimensions into action and to inform the customers through all
marketing channels. Some researchers say that in the future, customers will
not buy just the product, but the meaning, the event and the character, which
in turn give the customers the possibility to create their own value for the
product.

43
Relative Importance of Events as a Marketing Communication Tool

Fig.17. Relative Importance of Events as a Marketing Communication Tool

With Regard to the competitive position of events as a medium and the life
cycle stage it is in vis-à-vis other marketing communication media, it is clear
that: Traditional ways of marketing communication in the Fig are moving
from the growth phase into the maturity stage. Their effectiveness is lost due
to cut throat competition which is leading to undesirable clutter in all kinds
of media including internet.

An event as a medium is in a favourable position now and will continue to

remain so in the near future and tend towards becoming stronger. Event as a
strategic marketing communication tool would gain significant followers

44
Five Ws of event marketing

The five Ws of event marketing are why, who, when, where and what. The
five Ws are crucial in marketing planning. In event management, they help
to determine the feasibility, viability and sustainability of a marketing plan

Why should public spend both their time and money to attend the event? This
is a very important question that should be answered during the planning
process. An event marketer should make sure the target audiences aware of
the event and they are willing to participate in it. The benefits of attending
the event should be described in a clear and hard-hitting manner. It can be
made effective through promotional videos, brochures, flyers or
advertisements

FIG.18. “Why” of event marketing

The ‘Who’ in event marketing determines the right target audience for the
event. It has to be clear beforehand who is the target audience. With its help,
the target audience can be further filtered to suspects and prospects. Since the
latter group is more likely to attend the event, the marketing plan could target
more at them. The objectives of the event can also be directed in more
positive manner if all the attendees share similar excitement about the event.

45
In addition, it helps to reduce cost in printing materials, catering, logistics and
other aspects of operational costs

Fig.19. “who”of marketing

When is the right time for the event? An event marketer should remember
that timing is everything. A special attention should be given to the patterns,
needs and schedule of the target audience. A bad timing of an event can
reasonably decrease in number of attendees, which will determine the
success, and failure of the event. During marketing planning process event
marketer has to be careful about what time of the day is the event being
planned. For instance, events ending early can give attendees enough time to
go back home and get enough rest to be back at work the next day. Similarly,
either weekdays or weekends should be selected depending on the objectives
of the event. For instance, A street fair is more favorable during the weekends
since people are off from their work. Seasonality is another issue that should
be remembered when organizing an event. For instance, a charity football
match is best during summer season when people willing to come together
and enjoy for a cause under 25 the sun. Local, ethnic, and religious holidays

46
can also determine the success and failure of the event. For instance, a gospel
concert during Christmas can attract lot of audience

Where is the ideal place to host an event? Event venues play a huge role
determining the success of an event. It is directly related to various other
aspects like, transportation facilities, security, parking space, infrastructures
etc. The venue should also justify the objective of the event. If it were a
religious event, audiences would prefer a peaceful and healthy environment.
Whereas, a rock concert can usually be organized in the middle of the park
with ample space, food stalls, merchandise shops etc.

Fig.20. “Where” of marketing

47
The ‘What’ should explain the purpose of the event. What is the event being
hosted or organized? It should describe the company’s objectives i.e.,
enhancing brand image, lunching new product, facilitating employees etc. It
should always live up to the expectation it created in the minds of the
audience by making it interesting and refreshing.

Fig.21. “WHAT”OF MARKETING

2. UNDERSTANDING THE PROMOTIONAL ACTIVITIES USED TO

MARKET AN EVENT

THE 3-FOLD PLAN

To acquire an engaging community, Economic Times plan to divide the

strategy into three levels-

 To engage with the audience way before the event

 Build curiosity and interest at the event and sustain it over due course
of time
 Build a brand association for attendees and visitors and give them
reasons to keep coming back for other events and next season

PRE-EVENT STRATEGY

• Finalising two hashtags- one branded and one according to the theme
of the event

48
• Creating a Facebook and LinkedIn event with all details, registration
link, inviting as many industries audience we can via community network and
henceforth populate the event with all relevant information

• Making sure that delegates are aware of the event and this will be done
by regular emails and calls

• Introducing the events by a series of posts covering the purpose,

agenda, brand strength of Events previous editions

• Coverage of award categories, nominations and jury

• Showcasing the eminent jury

DURING EVENT STRATEGY

• Utilising LinkedIn Live, Facebook Live and Twitter Periscope from

brand handles

• Timely updates about events scheduled, in process events, keynote

speakers and other highlights

• Encourage check ins and use of hashtags by attendees

• During award ceremony, rounding the clock live updates and tagging
of respective speakers/winners

Examples of Different events organized by ET

1. ETBFSI Virtual Summit

The second edition of the ETBFSI Virtual Summit focused on the advanced
usage of digitalisation. It focused on dealing with uncertainty and evolving
technologies, adding different filters and layers to the existing technologies,
adopting a high degree of automation and end-to-end customer experience.

Discussion Points: –

• The Adventurous age of New Normal

• Unwinding a Year of Uncertainty & Endless Digital Opportunities

• Skilling Up the Employees and Building the Companies of the Future

49
• Security: Staying Away from the Danger Zone

• Rise of Platform Banking

• Reshaping the World with Chatbots and Robotics

• Building Customer Wealth on Digital

Fig22. ETBFSI Virtual Summit

2. ETPSU

Getting insights into pillars of Global Competitiveness being adopted by

PSUs. They are: Institutions, Infrastructure, ICT adoption, Macroeconomic
stability, Health, Skills, Product market, Labour market, financial system,
Market size, Business dynamism and Innovation

Discussion Topics -

• Digital transformation of CPSEs for New India 2022

• Aspirational Districts: Maximizing -Benefits from CSR Initiatives

• Knowledge Is the New Capital: -Capacity Building and Re-skilling for

CPSEs

• The role of Emerging Technologies in Strengthening the Business

Vision of CPSEs

50
• Building Knowledge Repository: -One Nation One Resource for
CPSEs

• New Mantra for Continuous Growth Engine

Fig.23. ETPSU

3. ET Energy Leadership

The Economic Times launched Energy Leadership Summit - a business

leadership conference that aims to bring together top energy business leaders
from around the world. The Energy Leadership Summit is a unique digital
initiative that provides a platform for leaders of the global energy industry to
discuss and deliberate upon some of these most pressing issues facing the
sector today.

Discussion Points-

 Energy policies and economics

 Cleantech and renewables
 Climate and energy transition
 Electric Mobility and Hydrogen Economy

51
 Fig.24. ET Energy Leadership

4. ETCIO Spectrum

While everyone's focus had always been on innovations that enabled new
things, it was the iterative innovations expanded, evolved, and refined over
the years that yielded technology which allowed us to adapt during the
pandemic. The topic was to unlock growth through iterative innovations.

Discussion Points –

 Digital Economy
 Data Analytics
 AI
 Machine Learning

52
 FIG.25. ETCIO Spectrum

5. ET Government Digitech Conclave

The government of India introduced the flagship Digital India program with
a vision to transform the country into a digitally empowered society and
knowledge economy. Under this program, various government organizations
have achieved different milestones in their digital transformation journey.
DigiTech Conclave 2021 will be a platform to share knowledge, ideas and
innovations around Digital India.

Discussion points –

• Digital Empowerment through governance & governance across India

• Safety & Security through Digital Means

• Best Practices from States & Cities on Digital India

• Smart Villages with 'Smart Cities & Digital Villages'

• Tech for collaborative Education System

53
 FIG.26. ET Government Digitech Conclave

Strategies used to market an event by Economic Times –

A. Sharing posters on the website

Economic times used its website to promote different events of different

verticals. These are also known as skimming posters which are placed on
sides of the page

For example, Digitech Conclave is using its posters in sides of the website of
Government vertical of Economic Times

FIG27. ETGOVERNMENT DIGITECH CONCLAVE

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B. Share your event with the people through sponsors and speakers

Asking speakers to promote your event on their social media and also to the
sponsors since officials of higher authorities have great followers and can
create a good word of mouth

C. Go live to promote your event

A Live Stream is a new trend in event marketing where you have a direct
interaction with your target audience and invite them in. Use this opportunity
to give your audience a peek into what lies ahead and make a compelling
pitch about why attending the actual event is something they don’t want to
miss.

D. Dedicate pop-ups and landing pages

Creating a pop-up form on your event website to direct potential event

attendees to a dedicated event page. he contents you use on the landing page
and the pop-up is a key factor that will determine if people will get pulled in.

E. Market your event to your audience using email

Collectively finding data like the emails, names, designation and then
directly sending them the details about the event is an effective way of
marketing. At 70%, email marketing is known to be the most popular event
marketing strategy among people who regularly host events.

6-8 Weeks Out: Launch Promotions

• First email invite: this email is an important one. When you’re crafting your
first invite, think about what you want your audience’s first impression of
your event to be. Make sure to include all of the key details, and a clear CTA
for them to RSVP.

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• Launch social promotions: start with an “announcement” post on all of your
social channels, and then continue with consistent posts throughout the
promotional cycle.

• Enlist partners: if you’re working with partners for your event, make sure
they have everything they need to help promote it (images and copy for social
sharing, correct event page links, etc.).

• Begin outreach from Sales: your Sales or Customer team can add a P.S.
about the event to their email signatures, and reach out to their top prospects
and customers with a personal invite (tip: incentivize them with prizes for
whoever drives the most RSVPs).

4-6 Weeks Out: Drive More RSVPs

• Second invite email: this email can go to the same list as your first invite,
or you can segment your audience and send a few different versions that are
tailored to each specific group. If you do decide to send to that same initial
list, make sure the email looks and feels different (design-wise and copy-
wise).

• Announcement: we like to think of this email as a reminder disguised as an

announcement. In this one, reveal a new piece of information about your
event – for example a new performer, speaker, or a venue change. You might
actually have new updates since your last email, but it’s also good practice to
save a detail or two for these emails ahead of time.

2-4 Weeks Out: Add a Sense of Urgency

• Reminder email: send an email to anyone who didn’t open your previous
emails – maybe try using a different angle to try and spark their interest.

• Second announcement: you may want to send another reminder in the form
of an announcement to help create some buzz and get people excited as the
event gets closer.

• Enlist more help from sales: are they putting in their part?

Week Of: Ensure Your RSVPs Show Up

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• Personal reminder: the week of your event, send a more personal reminder
(plain text, rather than something designed) from your CEO or founder – your
guests will appreciate the personalization and already feel connected with
your brand.

• Day-of email: the last thing you want is someone not showing up to your
event because they didn’t know where to go or how to get there. The day of
your event (or the day before, or both) send guests all the details they’ll need:
how to get to the venue, parking, entrances, what to bring, etc.

F. Using Content

Use content like video or imagery to show them how they will be at a loss if
they don’t attend. Contrary to popular belief, people are more interested in an
event when they feel they will lose out on something valuable if they don’t
attend. “You don’t want to miss this event” is a simple but effective email
marketing subject line, social media campaign or blog post to generate
curiosity about your event.

G. Introducing the speakers to the media

FIG.28. POSTER OF ET SPEAKERS

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This draws attention and brings word of mouth

H. Promise a good time (and deliver!)

Use multiple mediums and channels to show people what a great time they’ll
have at your event. A promotional video, images, user-generated content, and
other details that will immediately spark interest are all great resources to
excite your audience. It’s like any movie; when the trailer comes out people
start talking about it and can’t wait to go see the full movie. A sneak peek–
visual or text–will show them that you have taken all the efforts to make this
a memorable, fun and rewarding event for all your attendees- it’s an incentive
you offer in exchange of their attendance.

I. Use your event hashtag every chance you get

If you followed our advice, you’ve already found the perfect #Hashtag for
your event and incorporated it into your event page

Whenever you mention your event, make a habit of including the event
hashtag. This goes for your social media posts but also other marketing
channels and any printed material. Reinforcing the hashtag helps anchor your
event and lets it stay on top of people’s minds.

If you’ve made dedicated social media accounts for your event, make sure
the account bios include your hashtag, too. The following social media
channels have native support for hashtags: Facebook, Twitter, Instagram,
Pinterest, and Google+

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 FIG.29. APPROPRIATE USE OF HASHTAGS

J. Embrace social media

No guide to event promotion would be complete without the mention of

social media. Love it or hate it, that’s where most of us spend their time.

• Facebook: This will most likely be the place for your main profile. You
can share detailed updates about the event.

• Twitter: Great for quick, real-time updates both before and during the
event. One of the best places to user your hashtag.

• LinkedIn: If your event is focused on a professional audience, this is

where you’ll find them. There are communities of people interested in
specific topic, so find one that fits with your event’s main theme.

• Instagram and Pinterest: These very visual channels are perfect for
sharing some teaser images of the event---along with those photos from your
past attendees we’ve talked about---and giving people exclusive behind-the-
scenes shots of e.g., event preparations and key speakers or performed

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 FIG.30.EXAMPLE OF SOCIAL MEDIA

K. POST-EVENT STRATEGY

Milestone: Thanks for attending

• Email: Send thank you email post-event with links to photo galleries,
video recordings, or presentations.

• Social: Keep the dialog going by sharing notable quotes and

photography from the event.

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 FIG.31. THANKYOU POSTERS

L. Phone calls

This is also known as inbound marketing where you have to find the target
audience, find leads and give them a call. Its much harder to ignore a phone
call than an email or one of a thousand tweets on their timelines

3.UNDERSTANDING THE PANDEMIC EFFECTS ON EVENTS

About Covid-19

Coronavirus is a large family of virus that infects animals or humans and

COVID-19 is an infectious disease caused by a newly discovered coronavirus
which was detected in Wuhan, China in December 2019. This disease has
now outbreak into a pandemic affecting humans’ life globally. It is spread
normally through small droplets from the nose or mouth, which are expelled
when a person with COVID-19 coughs, sneezes, or speaks. This is the reason
the precautionary measure till its proper medicine is discovered, are social
distancing, staying at least 1 meter away from others, isolation of sick people
(especially respiratory illness), wear a mask and wash hands regularly in a
day.

a) The event industry is used to adapt to change. It might be one of the

industries that has experienced the most radical changes in the way it
operates. The rise of the digitalisation era: social media, big data, and online
tools have modified the industry, but haven’t replaced peoples’ need to
interact with each other face to face – rather the opposite. The core values
and functions of events have not changed, and based on our data we don’t
think it will in the future either. What’s unusual in this situation is that
COVID-19 changed the industry over a few days, not in the course of years,
in the way digitalisation changed the industry

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 FIG32. EVENTS HELD DURING COVID-19

During the period between March and May 2020, all in all 4973 events were
planned by the respondents. The large number, 4973 events, emphasises the
importance of events as part of companies’ business and marketing strategies.

90% of the business being cancelled of around 52.91%

b) According to the report of Events and Entertainment Management

Association (EEMA)

• 90% of the business being cancelled of around 52.91% of companies

between March-July 2020

• Around 7 companies envisage a 50%-80% retrenchment of their

current workforce and 35 between 25%-50% 63.

• 1% companies i.e., around 107 companies suffered from a revenue loss

of up to 1 crore each.

• Around 97 companies will need to raise capital or debt from institutions

or shareholders, VC funding etc., to survive.

• The ideal working capital/ loan expected to keep afloat for the next 6
months is around 2-5 CR for 39 companies and 1-2 CR for 118 companies

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This shows that the business in various sectors has seen a huge downfall due
to this economic disruption. The major cause of this rising difficulties for the
industry is either the increasing cancellation of events of 2020 or the postpone
of these to 2021 worldwide. Furthermore, the daily wages workers, small and
medium associates’ businesses are also facing brutal economic conditions
leading for sudden support else there will be an increase in unemployment
ratios.

c) Report of Professional Convention Management Association (PCMA)

The outcome of the survey was:

• High Rate of Cancelled/ Postponed events - The survey highlighted that

88 percent of respondents marked the cancellation of events they have been
booked for and 66 percent have postponed their events to organise after
COVID19 affecting the business and dependant sectors drastically

• Using Time productively- 63 percent of respondents claim that they are

using this free time to upgrade their skills and majorly focusing on virtual
technology and online platforms for organising events. To learn the benefits
and software required for online events and use them to overcome operational
costs and meet day to day expenditures.

• Virtual Events- The future of events using technology or the survival

means for event industry in this pandemic are virtual events. 7 out of 10
respondents or the businesses having facilities to upgrade certain events for
their customers online are using virtual medium in this pandemic. The reason
is because of the losses they are inculcating and no certain get away from
COVID-19 encouraged virtual events. Due to this, there is a certain increase
in webinars, online discussions and live chats to keep the industry active.

d) other impacts on Event industry:

• Increased Personalisation- The positive outcome for online live events

is the increase in the sense of personalisation and ease of accessibility to the
customers. In conventional events, there are lot of people and large area
during performances which effects the experience of customers as they get
disconnected or due to overcrowding. But, the events in this COVID-19 have

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overcome this hurdle through the opportunity of enjoying the event while
staying at own premise.

• Global presence- Another impact is the reformation of global village or

getting close to each other by removing border barriers through this virtual
growth. Though, people are waiting to pass this time rapidly but the events
and festivals in this online manner has grown new opportunities for
businesses around the globe and gave a sense of togetherness in these harsh
times.

• Modern Advertising Techniques- The impact of COVID-19 on

advertising techniques are well seen as in this condition when people are
confined to stay at their homes the usage of social media platforms have
increased and methods have grown more consumer- centric, dynamic and
engaging. This led to organisation to promote more on these platforms and
strengthen their services by claiming to take proper care and sanitization
measures. Event companies are also promoting their webinars, live events
and chats through providing free masks, webinar certificates, engaging
audiences through their COVID-19 measures and increasing their web
traffics and participation.

• Low Costs-This is both positive and negative for the industry as the
virtual events costs very less than conventional events which means low
revenue also to the company due to the low charges. The usage of these
forums affects the sectors and workers who are solely dependent on
traditional manner of events leading to their unemployment.

e) Hybrid events becoming standard

Hybrid events combine virtual and physical experiences—these events can

be expos, conferences, talks, or seminars that are held at venues attended by
audiences, both in person and online. While some speakers and hosts are
present on stage at the venue, others join in via video calls. Hybrid events are
the future—but preparing for them can take some work and planning.

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"HAS THE IMPORTANCE OF EVENTS CHANGED SINCE COVID
-19?"

According to a survey done in the report “THE 2020- STATE OF EVENT

MARKETINGT” by Certain, it is said that despite the sudden shift in how
events are delivered, the importance of events hasn't changed for those
companies who already considered them to be central to their marketing
strategy. Of the 74 % of respondents that noted that events were very
important or crucial to their marketing strategy at the start of the year, 50 %
of those have not changed their focus on events and noted that they are just
as or more important to their marketing strategies since COVID -19. 17 %
were still evaluating the impact at the time CHANGES TO STRATEGY of
the survey.

THE INCREASED ROLE OF DIGITAL EVENTS IN 2020

The shift to fully digital events programs in 2020 has touched companies of
all sizes, with 86 % of respondents currently hosting online events. Of those
that reported events as crucial to their marketing strategy, 97 % are hosting
online events; however, even companies who noted events as moderately
(67%) or not important (65%) to their marketing strategies have reported that
they are hosting digital events in 2020. This tells us that regardless of the
level of importance that events play in their marketing strategies, companies
are still turning to digital events to get their message out to their audience

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The biggest challenges related to digital events are-

FIG.33. Challenges faced by Consumers

Future of the event

 The pandemic has meant that venues have had to rethink and redefine
their options for delegates Virtual meetings have been vital during the
pandemic and this will continue even as physical meetings and events
start up again. Hybrid events allow delegates to meet in person whilst
also communicating with those who cannot attend in person through
video, voice, virtual content sharing.
 New tech was always going to come however it has accelerated as a
result of the pandemic. Being forced into utilising hybrid events much
more frequently has given us the opportunity to innovate and create
new ways for us to run conferences and events, and it won't be
temporary.
 Virtual events will allow conference, events, and brands themselves
to be seen by a lot more people as it will increase their audience. The

66
 content is being recorded and reused and it will have a longer life
span. It will likely encourage companies to invest more in their brand
and their messaging which will in turn have benefits to the company.
It has introduced a new and exciting fundamental change in how
events will work in the future.
 With greater awareness of what a virtual event can now deliver, we
have seen an increase in enquiries for hybrid events for not just first
quarter of 2021, but also throughout the year. It has us to provide a
platform for a new product into an established meetings market as
both an alternative and a new way to host events.
 Regardless of how long virtual remains the primary medium for
events, it’s safe to say the quality of virtual experiences has drastically
improved since the pandemic. However, in-person events are certain
to come back eventually
 “In-person events have always needed to evolve. Virtual events have
expedited the process for both registration and attendance - all event
organizers have to start thinking about what type of experience,
content, and engagement they will have to account for following the
shift to virtual. Gone are the days of organizations producing one
annual sales summit to the next. They will have to start designing
additional virtual or hybrid events to fill in the gaps and not to cater
to large numbers like they used to so the content and experience is
personalized for the audience.”
 Virtual events have indeed brought out the importance of
personalized experiences, which will channel into in-person events as
well.

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Advantages of the event

As it is clear from the preceding section, use of events as a marketing

communication tool not only take care of the problems associated with
traditional media but also offer certain advantages because of which events
are gaining importance over them. Some of the advantages are detailed
below:

1. Events have the ability to bring together sharply defined participants since
the capacity for a particular event is usually limited. A specific no. of the
target audience could be invited of enticed to buy tickets for a show especially
created for a particular profile of the target audience.

2. Since the audience is actively targeted, the option of control reach can be
exercised and ideal audience for narrow-casting of information can be
gathered. This leads to lowering of the media networking budgets and
focused communication with the specially gathered audience. The audience
that has been specially invited invariably is an ideal audience.

3. An event carried out professionally and cleanly is a memorable experience.

The word-of-mouth publicity that this generates is an advantage that lingers
on a long time after the event is actually been carried out. This provides an
advantage of higher brand recall to the client.

4. The involvement of all the senses in experiencing the event is one of the
greatest advantages that events can offer. Events can be designed such that
the audience is actively involved in every part of the event and made to feel
good. Thus, events as a live media offer a certain amount of immediacy to
the experience – of being there while it’s happening. For the audience, it is
undoubtedly a thrilling situation.

5. Live media also enables interactive communication. Live media scores

conventional advertising in terms of reach, impact and tangible immediacy
of measurement. Live media communication is a complete sensual
experience as compared to a press advertisement or TV/Radio commercial.
This is so because of press ad is basically a flat piece of paper and a

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commercial is just an audio-visual experience. The high recall value of live
media communication is also a major factor.

6. No other media can boast of the ability to provide such massive collection
of feedback instantly as events. Being a live media, it is possible to feel and
deduce the reactions of the audience to the aim or objective that the event was
conceived for.

7. Easily customizable nature of events, mean that specific traits of the local
inhabitants can be incorporated in the big picture to ensure that the event is
socially and culturally in tune with the local culture. Thus, the localization of
events is very easy.

8. The advantage in terms of post-event publicity that events can offer over
and above the paid or bartered media is the benefit associated with reports of
the event in the newspaper and news on the electronic media. For such reports
there is no extra cost to be borne – neither by the sponsor nor by the event
organizer. This is a double-edged sword because, in case the event is not up
to the mark or is dogged y controversies, then the same is also reported
impartially.

9. The conversion of good events into television software for future use either
by the sponsors for their commercials or by media house for programming is
also a unique benefit that events offer. Such software become products by
themselves and can be used profitability in the future.

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 5. Chapter 5
5.1. Conclusions

6. The summer internship project plays an important role in management

education where students get a golden opportunity to apply his knowledge and
learning gained from classroom lectures in practical business environment. The
SIP program also helps in gaining knowledge and developing the confidence
level to work. I have also learnt a lot by my Internship at TIL, delhi.
7.
8. Event marketing allows a company to break through the advertising
9. clutter and target an audience by enhancing or creating an image through
10. an association to a particular event.
11. The perception of events as a form of media is quickly moving away from
12. standalone activities to integrated forms of communication. These forms
13. of communication synchronize with overall marketing goals through new
14. applications of techniques rooted in traditional event marketing that
15. project the brand more powerfully. Defining what an organization stands
16. for, mapping out a clear brand strategy, and then formulating event activities that
align with overall marketing goals is the next great step in
17. the evolution of the industry.
18.
19. The study shows different impacts of COVID-19 on Event
management industry. The major effect of this pandemic is the
20. severe loss in the industry due to huge cancellations and
21. postponements. The pace of industry is very slow and surviving
22. with the help of virtual events. The revenue and the workers are
23. drastically impacted and require funds to survive and sustain at
24. longer run. The innovative leaders of event industry are
25. working on different strategies like use of virtual technology to
26. connect people and make them participate through organizing
27. webinars, live chats & discussions, live artist performances and
28. podcasts. They are promoting these through different unique
29. marketing strategies on social media platforms majorly.

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30. Therefore, the impact of COVID-19 on event management
31. industry is severe and require support of governments and
32. sponsors but they are still active and trying to survive through
33. the means of virtual events

5.2Recommendations
 The competitors’ strategies must be monitored by them; since their
competitors are gaining market share day by day.
 ET should hire some creative writers for content writing because they
need some more hands in this department
 Create extensive databases of the target consumers in order to conduct
pre- and post-event analysis and evaluation to check the success of
the event and consumer perception, also to assess the top-of-mind
awareness and brand recall.
 Conduct extensive market research to establish which parts of the
program are working and which ones are not. Those in the first
category should be maintained and strengthened. Those in the second
should be relinquished.
 In all sponsorship activities, it is important to protect the integrity of
the activity being supported. If it is cheapened or its identity
threatened, the sponsorship could rebound on the sponsor’s head.
Understand the corporate objectives, target audience, brand image
and positioning clearly.

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 6. Chapter 6

6.1 References

Arcodia, C. and Reid, S. (2005). “Event Management Associations and the Provision
of Services”, Journal of Convention & Event Tourism, 6 (4), 5-25.

Argan, M. (2007). Eglence Pazarlamasi. Detay Yayincilik, Ankara.

Berridge, G. (2007). Events Design and Experience, Events Management Series. First
Edition, Elsevier.

Bhe, T., Glasmacker, P., Meckwood, J., Pereira, G. And Wallace, M. (2004). Event
Management and Best Practices, Red Boks, IBM.

Barratt, M., Choi, T.Y., and Li, M. (2010). “Qualitative case studies in operations
management: Trends, research outcomes, and future research implications”, Journal
of Operations Management, in press, doi:10.1016/j.jom.2010.06.002.

Cherubini, S. and Iasevoli, G. (2007). Marketing trend in Europe Conference, Paris.

Cutler, A. (2004). “Methodical failure: the use of case study method by public
relations researchers”, Public Relations Review, 30: 365-375.

A Case Study of Two B2B Companies”, Lulea University of Technology, Bachelor

Thesis.

Wagen, LV. (2007). Human Resource Management for Events; Managing the Event
Workforce, Butterworth-Heinemann, Burlington

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