A Study On The Importance of Event Management in India

PROJECT REPORT
ON
"A STUDY ON THE IMPORTANCE OF

EVENT MANAGEMENT IN INDIA”
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT TO

AWARD THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
2019-2021
Submitted by
SIMRANJEET KAUR
University PRN 1928101214
MBA 1st Sem
BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OF DISTANCE EDUCATION

Academic Study Centre : BVIMR, New Delhi An ISO 9001:2008
Certified Institute
NAAC Accredited Grade “A” University
Student Undertaking Certificate of Originality
I SIMRANJEET KAUR 1st Semester would like to declare that the project report entitled "A
STUDY ON THE IMPORTANCE OF EVENT MANAGEMENT IN INDIA” submitted to
Bharti Vidyapeeth University Pune, School of Distance Education Pune, Academic Study Centre
BVIMR, New Delhi in partial fulfillment of the requirement for the award of the degree
It is an original work carried out by me under the guidance of MR. YASWANT KUMAR
All respected guides, faculty member and other sources have been properly acknowledgement
and the report contains no plagiarism.
To the best of my knowledge and belief the matter embodied in this project is a genuine work
done by me and it has been neither submitted for assessment to the University nor to any other
University for the fulfillment of the requirement of the course of study,
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ACKNOWLEDGEMENT
The present work is an effort to throw some light on “A STUDY ON THE IMPORTANCE OF
EVENT MANAGEMENT IN INDIA”. The work would not have been possible to come to the
present shape without the able guidance, supervision and help to me by number of people.
With deep sense of gratitude I acknowledge the encouragement and guidance received by my
research guide. He assisted me in completion of this research project. I thank him sincerely for
devoting his valuable time. He has contributed substantially towards completion of the report.
I convey my heartfelt affection to all those people who helped and supported me during the
course, for completion of my PROJECT REPORT.
The feeling of gratitude when expressed in words is only a fraction of acknowledgement. I feel
overwhelmed to express my gratitude to all those who extended their consistent support,
guidance and encouragement to complete this task.
SIMRANJEET KAUR
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TABLE OF CONTENTS
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
LIST OF FIGURES
CHAPTER-1 INTRODUCTION
1.1 About the Industry
1.2 Company Profile
CHAPTER-2 LITERATURE REVIEW
2.1 About the Topic
2.2 Literature Review
CHAPTER-3 RESEARCH METHODOLOGY
3.1 Purpose of the Study
3.2 Objective of the Study
3.3 Research methodology of the study
3.4 Data Collection Technique
CHAPTER-4 ANALYSIS AND INTERPRETATION
4.1 Analysis
4.2 Interpretations
CHAPTER-5 FINDINGS AND SUGGESTIONS
5.1 Findings and Suggestions
CHAPTER-6 RECOMMENDATIONS AND CONCLUSION
6.1 Recommendations
6.2 Conclusion
BIBLIOGRAPHY
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EXECUTIVE SUMMARY
Welcome to the future of event planning!
Event management is an equal opportunity business making its expertise and its products
available to help its customers plan their own events. Party Packs (complete kits for their event),
make hosting a party a snap, right down to the refreshments. The event planning software brings
interactive event planning as close as their personal computer. Through these and other
affordable products and services, Event management aims to be the number one resource for any
event.
In an ever changing, fast-paced world, success is determined by good choices for lasting effects.
Communication is essential. Event management strives to be the best choice of clients by
helping to ease their event planning burden. Through consistent, predictable professionalism,
Event management will ensure a worry and hassle-free event at a reasonable price. But, not all
our clients will be external. Event management has internal clients to serve. Event management
will strive to provide the same predictable and professional working environment to its
employees and contracted vendors, justly compensating them for their services. It is also a
priority to make a comfortable living wage for its owners, founders, full-time staff, and their
families.
Keeping in tune with the needs of the market, utilizing the latest technology and trends, all
while ensuring the client receives the individual attention they deserve, is the vision and
daily mission of Occasions; The Event Planning Specialists.
In our research we have tried to find out, what are the basics of the Event Management. What are
the aspects of event management? What is the process of event management? Who participates
in this process? How the sponsors can be identified? What marketing strategy will be taken to
ensure the success of the event?
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TABLE OF FIGURES
FIGURE NO. DETAILS PG NO.
Figure 1.1.a Event Management cycle 10
Figure 1.2.a Data collection sample 15-16
Figure 2.1.a Types of Events 31
Figure 2.2.a Strategic Structure 36
Figure 2.2.b Event management Products 37
Figure 4.1.a Analysis on Age 56
Figure 4.1.b Analysis on Gender 57
Figure 4.1.c Awareness about BTL 58
Figure 4.1.d Line activities 59
Figure 4.1.e Influence customer behavior 60
Figure 4.1.f Customer Centric Communications 61
Figure 4.1.g Shift from ATL to BTL 62
Figure 4.1.h Preferred communication channels 63
Figure 4.1.i Convenient response mechanisms 64
Figure 4.1.j Marketing messages 65
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CHAPTER- 1:
INTRODUCTION
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1.1 ABOUT THE INDUSTRY:-
Think about your own life, your local community and our country. What stands out the most?
Special events that bring people together probably stand out as being amongst the most
memorable. Events can bring a community together for purposes of fundraising, change a
town or city’s image, expand its trade, stimulate its economy and help companies to market
and introduce products. Events have the unique ability to unite people through shared goals
and experiences. Not only do events enhance the quality of our life, they can provide
significant economic benefits.
These can be through trickle down effects such as money spent by visitors from outside the
area. Events can also provide revenue for special projects. Regardless of size, all events have
other things in common they require a high degree of planning, a range of skills and a lot of
energy. No matter what the size or scope of the event to plan and execute events to the
highest level. We recommend that you read in conjunction with two others in the series.
Remember organization and co-operation are keys to any successful event.
There are varied art forms that have been passed down through the ages. One such form of
art is that of oil paintings. These have not been just those that are made on canvas, but also
the cave paintings, and the wonderful murals. However, in over the last century there has
been an escalation in interest in the arts. There are not on more artists, but also the demand
and increasing art lovers and connoisseurs.
There are a number of companies hosting and organizing events on a regular basis. These
range from the small time private events to the large-scale international events. Yes, the large
scales one do happen far rarer, but then the amount of returns they churn out is far beyond
expectations. However, in the past there have been events that have also resulted in losses to
the hosts and sponsors for varied reasons. But then, all said and done, event management is
about organization and execution, and that is precisely where the money lies. Those in the
field are paid for their services.
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Figure 1.1.a
Today, there a number of people, who have entered the field because they realize the
potential of the market where demand and supply is concerned? In fact, the most profitable
aspect of this field is the need for creativity. And that is how and where one earns. There are
people, who are part of this profession on an individual basis, or then as a company, having
pooled in together resources financial and manpower.
The management of events calls, largely for coordination, from stage one. The first thing
required is to get the orders for the event. This process is also known as pitching for an event.
Usually, whether it is for small time events birthday parties and weddings, or then for the
larger ones assigned by companies exhibitions and trade fairs, or then the international
concerts; the event manager/company is asked to submit a project report, with the finances
involved. On the basis of this is the assignment given to them. Event marketing the beginning
of a good event is in its marketing. Attendees have to be communicated the importance of the
event and that they would be missing something by not attending it.
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1.2 ABOUT THE COMPANY
An overview
In today’s modern scenario, the need to reach out to the consumer has become the first and
foremost compulsion on the part of the marketer. Since time immemorial, advertising has been
the primary avenue that has been adopted in order to promote one’s product or service and
generate sales. Advertising, in every form and in every sphere, has been, over the ages, the best
means by which the promotion and propagation of specific goods and services have been
carried out.
However, with the changing media and manufacturing scenario and with the advent of a large
number of players in the market, there has been the onset of stiff competition and one up man
ship wherein each contender is striving to push forth his case and to emerge as the frontrunner
in the market. Hence, in the present day, manufacturers are resorting to diverse means in order
to promote their wares and garner a niche in the mind space of the consumer.
It is in such a scenario that event management and promotional activities have come forth as
the most beneficial and lucrative form of marketing one’s product or service in this highly
competitive environment. Events, which till a few years ago, was relatively unheard of in this
country, has now become the latest buzzword as far as promotion and reaching out to the target
audience is concerned.
Event Management, which encapsulates within itself an entire gamut of activities, is vital in
today’s scenario because of the ‘Touch Feel Experience’ factor that it embodies. The modern
consumer today, thanks to the onslaught of media, is more aware of what he wants from a
product or service. Events provide face-to-face communication with the consumer and are now
preferred as the most profitable means to promote one’s products the world over by both
marketers and consumers alike. Apart from this, event management provides tremendous
exposure and is now increasingly being looked at as a highly glamorous profession.
Event management is the creation, implementation and Management of short-term activities

designed to promote the organization. In some instances, these will be specially created to
provide a vehicle for hospitality, which can be extended, to clients and customers of the
organization. In others, they will take the form of participation in conferences and exhibitions
the themes of which are relevant to the functions of the company. Such activities may have
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different aims and objectives, and it is important that the company should understand, in
advance, the reasons for its participation.
Hospitality events provide the opportunity for the organization to express its gratitude to those
people who have assisted it in achieving its aims in the past or those who it hopes will provide
assistance in the future. Often, these events will the form of sporting or other entertainment’s in
which the company can participate by purchasing admission tickets and inviting its own guests.
In some instances, they will be specially organized events, which are only available to invited
guests.
To attract consumers attention in a manner such that association is positive and during a buying
decision, tilts the choice in he brands favor. Previously events were not used effectively.
Reasons have been:
 Psychology after independence main focus on building family. There was no belief in fun in
life.
 Income saved to bring primary needs.
 Indian marketer not educated enough to understand
 Events restricted to movies, cricket and music.
Now the transformed scenario is
 People are having fun
 More disposable income
 Consumers more aware and educated
 Various forms of events coming up
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Event Planning
The first and the foremost thing to do while planning an event is to know about the client’s
expectations. When client first approaches the event manager or company for assigning a task,
the person concerned should sit with him and find out what he wants and how he wants it. It
should be kept in mind the fact that the client has a very hazy idea of what he wants. He
expects the event management company to change the hazy idea into a reality. So the most
essential thing is to strike a good rapport with him. Once his expectations are deciphered inputs
can be given. Since he knows that he is dealing with a professional event planner he is bound
to believe that the person has better knowledge about these things and will the judgment.
Various aspects of event planning
 Identify the event
 Budgeting
 Catering
 Venue
 Security
 Hiring’s and rentals
 Publicity and promotion
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Identify the Event
The type of event to be planned is to be identified at first, whether it is going to be a product

launch or a conference or a wedding or some other event. After that a rough draft of the script
of the budget, target audience, promotional campaigns, publicity and other miscellaneous
arrangements should be made.
Five basic questions that need to be answered:
Who?
Who will be present at the event i.e. who is the target audience? That should be the first
thought. It should be found out that who is the people who will be coming for the event. This is
very important because the whole event rests on the kind of people who are going to be invited.
What?
The next important question is the type of event that is going to be set up. The type of event
that is being organized. Then it is decided what kind of event it is. The following are the
various types of events
 Wedding
 Party
 Conference
 Product launch
 Concert
 Others
When?
This question means when the event is supposed to be staged. Here dates are to be decided. But
before that the venue has to be finalized. Then the dates can be fixed depending on when the
client wants to stage the event that could be the next month, a few months later, or after one
year or even more than that. Before setting on the duration time and other things need to be
thought over.
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Where?
When an event is being planned the next important question arises about the venue. Therefore
this question helps in the aspect that where is the event supposed to be hosted. If it is a
wedding/ party it has to be a hall, a conference room for a conference/ product launches.
Depending on the nature of the event the venue is decided.
How?
This questions stands for how long the event should last? Does this event fit into the overall
marketing programmed? One should be clear whether the event is going to be stand-alone or a
one-off event that is separate and distinct from the other activities. Alternatively it could be a
part of a wider campaign i.e. just one aspect of the other ongoing advertising and marketing
work.
Budgeting
Undoubtedly the most important thing. But how to go about it. The first thing to be done here
is to decide the total cost of the event. How to plan it? What are the various things needed for
the event. In order to simplify matters further, a checklist should be drawn where the name of
the item, the expected cost and the actual cost is shown.
A budget checklist would ideally look like this
Item Estimated cost Actual Cost
Sponsors
Venue
Catering
Overnight
accommodation
Publicity
Rentals and hiring
Rehearsals ( if necessary)
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Post event activities
Miscellaneous
Estimated Total
Grand Total
Figure 1.2.a
Venue
The choice of the venue naturally depends on the kind of event. If it is a fashion show or a
product launch, then chances are high that it would be held in a star hotel. The target audience
should be decided before deciding the venue.
Defining the target audience
One of the most important things that need to be kept in mind before arranging an event is
defining the target audience. One should be very sure of who is going to come for the event.
Whether the event is for entertainment, information or some other purpose that also should be
clear. A very trendy look for a wedding is a total misfit; there the traditional look scores above
the rest. And again it should be kept in mind the number of guests, their status and style, their
tastes, likes and dislikes. Similarly a traditional look won’t go with a pop concert. In this way
first the target audience should be identified before starting with the event.
After deciding on the venue, the following things should be decided:
 Decorations
 Boarding/ Lodging- depending on the nature of the event
 Lighting
 Stage designing
 Outside hiring and rentals for specific purposes
 Security
 Miscellaneous work pertaining to the nature of the event
Security
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Whenever an event is arranged it must ensured that it is safe and secure in all ways. Especially
if it is an event which is bound to attract a lot of attention like a musical concert or a film based
award ceremony or such other events. For this it is to ensured that the event if fireproof and
free from any obnoxious incidents.
It cannot be prevented entirely but it helps to be prepared for any eventuality. For this the
security services in the city may have to be approached and also the police needs to be
informed in case important or famous people are coming.
Catering
Now the importance of catering really depends on the kind of event. If it were a wedding or as
party then a major chunk of the entire plan would go for catering itself. While selecting a
caterer his credibility should be checked from various sources. After having him on, details
regarding payment, mode of payment, payment dates and other useful information should be
sorted out. These details should be in writing and have to be signed by the caterer to avoid any
problems in future.
Hiring’s and Rentals
By hiring’s and rentals one refers to the other professionals who will be working along with the
company like a photographer, decorator, video grapher and a host of other people who will be
helping with the event.
When hiring these people the following things needs to be kept in mind
 Get a contact letter made
 Decide about the advance to be paid to the person
 Try negotiating as far as possible and list down the terms and conditions before signing the
contract
 Take into account their terms and conditions
 When the money is fixed the timings should also be fixed with it
 The credentials should be checked before hiring them
Working with a lot of people should not hamper the event. The people who are hired should be
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explained how the event is being visualized. These are experts who will understand what is
expected and will co-ordinate accordingly.
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
canvassing. Effort is taken to ensure that people sit up and take notice of the event. Sometimes
it could be an event like an award ceremony, which is to be shown on television and different
companies make a beeline for sponsoring their respective products in the due course of the
programmed. This is the way publicity and promotions work.
Event management is like a joint venture where lots of companies come together voluntarily
to put across or place an event may be for charity raising, launching a new product/service,
showcasing etc. In today’s dynamic environment there is an upsurge in the event management
companies (EMC) which host certain events & provide source of knowledge & entertainment.
A company can build an identity through the type of events it sponsors. Any organization that
likes to conduct any event/exhibition/show etc. which is a form of publicity, contacts an EMC
to organize the event so that everything goes in a proper manner. The EMC plans the event,
organizes the material, looks for sponsors/co-sponsors, arranges for celebrities, decides the
venue or location of the event and looks after many things like seating arrangements
refreshments, stalls, etc.
Amongst all EMC’s we have the Mumbai-Based Wiz craft and DNA Network on the top of
the list handling big budgeted and international shows. Then come Delhi Based CS Direct and
Magnum Nexus which mostly do corporate shows. Showtime (Delhi-Based) and showbiz
(Mumbai Based) are some more famous names in event management.
The business of entertainment – Event Management (EM) provides all solutions from concept
to creative to design to execution, be it for launching products, handling live shows, creating
sets for theatre and television, to fashion shows and exhibitions and basically everything you
can imagine. EM offer services ranging from conceptualization, marketing strategies,
advertising promotions, infrastructure, manpower, pre & post event public relations and
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execution of the projects. An EMC also provides with stage construction, sound system,
lighting and special f x. It even takes care of backdrops, seating arrangements and general
decoration. Artist coordination, design & productions of advertising and publicity in press and
media, Venues, security, NOC’s and permissions are a part of the deal too.
Event management is associated with many activities and can be seen as a very broad area. We
have explained the most commonly used terms related to event management. However
different companies have their own way of defining event management and its boundaries
according to their working and suitability.
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PROCESS
Conceptualization/thematic
The first step in any event is a strong thematic conceptualization of the entire event. Because it
is creative concepts which people associate with and which sets a launch apart, be it a Star
Wars theme or a romantic ball.
According to the event requirement the concept origination team in the EMC will generate
themes around which the launch or event will revolve. The ideation and conceptualization
process covers all facets of a show, right from the evening's ambience to the set designs to the
product revelation down to the shows' script, invites and promotional material.
Designing
Conceptualization results in a fabulous concept floating in the mind. Then comes translating
mind's eye view into concrete patterns on paper and real material where the design cell steps in.
To come up with realistic ideas as according to the imaginations. The design cell is a bunch of
creative types and graphic design professionals who live and breathe ideas. They throw up
concepts based on the client's brief and requirements, which are then presented for approval.
SET FABRICATION
Fabrication strengths along with technical and design skills, providing a masterly backdrop for
any event. An array of material resources are transformed into attractive artifacts and objects,
working with wood and paper to glass to acrylic and plastic to aluminum and exotic metal
alloys. Juggling intricate trussing and metal works with diverse skills as engineering,
architectural, carpentry and technical produce sets which lower costs and facilitate
transportation.
TECHNICAL SUPPORT
The men who make the razzmatazz in any show possible are the technical support guys. Using
cutting edge technology in areas of acoustics, lights, lasers and projection systems, to
synchronize a complete audio visual experience. Technical skill surfaces when innovative
alternative equipment is developed to effectively deliver the desired impact for a show.
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HOW TO ORGANIZE AN EVENT?
Finalize the topic for the event – conference/ seminar/ meeting/ round table or showcase/
exhibition.
In case of a conference etc. chalk out the program, agenda & objectives and for a show case or
exhibition the objective.
Book the venue – hotel, conference hall, auditorium or exhibition / fairground depending on
the requirement of the event.
For a conference etc. identify the speakers, invitees, delegates and for the exhibition – the
potential participants (exhibitors) and visitors and create the relevant database.
In case the organizer requires a sponsor for the event – create database of potential sponsors
from the related field.
Print the brochure/ circular and do the mass mailing to the database created.
Write to short listed speakers inviting them to address in case of a conference and to the
dignitaries whom one intends to invite to inaugurate the exhibition/ showcase (enclose the
circular/brochure)
Start the first follow up with sponsors, speakers, delegates etc. as usually very few of them
would confirm at first go or even decline having received the letter of invitation, which will
have to be sent again. This will have to be followed by second or if required third follow up
also. Personal touch is more appreciated in doing the follow up instead of doing it by fax or
email. Although after a personal call fax or email the person thanking him for his confirmation,
rather it becomes a reconfirmation.
Please ensure to send a written reconfirmation and a thank you letter to all confirming the
participation in any capacity.
In case of a conference try to get the payment(sponsorship or delegate fee) in advance – prior
to the event failing which one will have to make arrangements for accepting the payment at the
venue of the conference or the bill has to be raised to the unpaid delegates after the conference.
(Usually out of the bill raised post event, 25% of the payments never come through so one
should be prepared to write it off)
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But in case of an exhibition/showcase the organizer must insist on full payment in advance and
if by any chance (in very exceptional cases) the payment is not received in advance the
exhibitors goods should not be allowed to be taken back after the exhibition till the time all
dues are clear.
At least a fortnight in advance the organizer must have all the speakers firmed up and at least a
week before the event should get the speakers requirement, e.g. – audio/visual etc. and his /her
contact details, in case of an outstation speaker also get arrival/ departure and stay details and
offer to pick them up or escort them on the day of the conference when they are to speak the
same applies for the dignitaries who are to inaugurate the exhibition.
72 hrs in advance the organizers must have the confirmed delegates list ready with their names,
designation, company/ organization name and contact details etc. with the payment details. In
case of an exhibition the organizers must finalize the exhibitors/ participants at least 15 days in
advance.
For the conference – give your requirement to the hotel i.e. no. of delegates for seating, head
table for speakers, seating arrangements, audio visual requirement (either to the hotel or to the
outside agency) photographer etc. at least 48 hrs. Prior to the event.
In case of an exhibition give your exact requirement to the contractor who is going to construct
the stalls etc. at least 10 days in advance. (Rough layout of the exhibition should have been
drawn up by the contracted much in advance at the time of finalization of the venue for the
exhibition).
Besides the brochure or circular a lot of other printing /photocopying has to be done related to
the event, e.g. – background paper, presentation copies, folders /delegate bag, name badges /
stationary, invitation and thank you sponsor cards, faculty catalogue – containing speakers
biodata, exhibitor catalogue(only in case of an exhibition) containing contact details and
information on exhibitors and goods exhibited.
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Liasioning with other Contractors:
Other contractors also have to be involved to do the miscellaneous but equally important work,
e.g. – backdrops, banners, flags, thank you sponsors panel, podium logos, registration and
information booths etc.
The organizers must ensure a good flow of visitors (a right mix of business and general
visitors) during the exhibition.
In case of a conference usually one goes for the audio recording option which is later Tran
scripted, and for an exhibition the video recording which is later on edited.
Photographer must be told in advance about min. and max. No. of photos which will be
accepted and that also only good ones.
Post event thank you letters must be sent to all speakers (for conference) and all exhibitors (for
exhibition)
Post event follow up is necessary – i.e. of the issues raised in the conference or from exhibitors
and visitors in the exhibition.
Direct marketing: Direct marketing is the surest way to achieve the desired results in a short
time span.
Mass Media marketing: If the event needs a large audience from a particular industry, it
needs to be projected as mass event for a selective audience. For this the attendees need to be
communicated that the event is special and customer will be privileged to attend.
 Create appropriate press releases and send to local media in the city where the event is
being held.
 Hold a press conference with the organizers a week before the event.
 Release a quarter page or small advertisement three days before the event.
Mass e-mailing tool: Companies have developed a mass e-mailing tool that sends out
hundreds of e-mails with the individual invitee’s name printed on each e-mail. The mails are
sent in a staggered manner so as not to alert bulk-mail blockers.
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Experience has shown that the management of a successful event requires a detailed planning
and consultation process. This guide has been designed to guide event managers through the
planning process. Information and forms can be downloaded and printed for use by relevant
parties involved in the managing of the event. This may include:
 Community Organizations
 Managing committee
 Parents
 Police
 Security
Companies will focuses on issues which can improve the quality and safety of public events.
These include:
 Identification and Involvement of key stakeholders

 Planning processes
 Management of alcohol
 Promotion and Media strategies
 Entertainment considerations
 Entry and Exit plans
 Security systems
 Medical care
 Crowd control
Although a comprehensive event planning process cannot guarantee a problem-free event, it

enhances an event manager's ability to effectively respond to any problems that may occur.
Events are also big business and are increasingly viewed as entertainment - competing for a
share of people’s leisure time. They have also become a significant way for sponsors and
organizers to reach their target markets. Events have high visibility and impact. They can be
a powerful way to zero in on specific markets. By becoming more entrepreneurial, clubs and
non-profit organizations are gaining an enhanced public profile, a study on the their
membership and attracting strong commercial partnerships, such as through sponsorships.
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Secondary events dealing with these resources require corrective action. An important
consideration in performing event correlation is the timing of the events. It is not always the
case that the primary event is received first. Network delays may prevent the primary event
from arriving until after the secondary is received. Likewise, in situations where monitoring
agents are scheduled to check periodically for certain conditions, the monitor that checks for
the secondary problem may run first and produce that event before the root because condition
is checked.
To properly perform event correlation in this scenario, configure the event processor to wait
a certain amount of time to ensure that the primary condition does not exist before reporting
that action is required for the secondary event. The interval chosen must be long enough to
allow the associated events to be received, but short enough to minimize the delay in
reporting the problem. For example, assume that the problem reported by an event is
resolved, and the event is closed at the central event processor but not at the event processors
in the lower tiers in the hierarchy. The problem recurs, and a new event is generated. The
lower-level event processor shows an outstanding event already reporting the condition and
discards the event. The new problem is never reported or resolved.
To see the greatest benefit from event management in the shortest time, organizations should
target those event sources and system resources that cause the most pain. This information
can be gathered by analyzing the volumes of events currently received at the various event
processors, trouble-ticketing system reports, database queries, and scripts can help to gain an
idea about the current event volumes, most common types of errors, and possible
opportunities.
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CHAPTER – 2:
LITERATURE REVIEW
&
ABOUT THE TOPIC
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2.1 ABOUT THE TOPIC
Events
The word ‘event’ is derived from the Latin word ‘eventus’ which means “outcome, result.
Success.” Further research into the etymology of the word ‘eventus’ on ("Event," 2009)
describes the line of descent as the following: Eventus is derived from the Latin word
eventum (occurrence, event, issue), which is derived from the Latin word evenire (come out,
it happens, it turns out), which is derived from the Latin word venire (to come, go for sale).
This line of descent gives the conclusion that originally an event is an occurrence, something
that happens. The first mentioned definition in the English speaking world originates from
Robert Jani in 1955. Jani said that “a special event is that which is different from a normal
day of living”. Since then, written sources have not settled on a single generally accepted
definition of events.
Getz (1997) defines events as “temporary occurrences, either planned or unplanned”. To
describe the difference between unplanned and planned events, the word event is preceded by
the word ‘special’, to indicate a human element; therefore a special event is a “one-time or
infrequently occurring event outside a normal program”. Due to the human element of
planning and managing, events have been a study on the rapidly and have become bigger and
bigger.
For the purpose of the thesis and with regards to the event industry we will use the term
special event to describe a planned, temporary occurrence that is outside the daily routine of
people. To shorten the spelling, the term special event will be abbreviated to event.
Event Management
Management has its roots in the Latin word ‘manidiare’, which is derived from the Latin
word ‘manus’ (hand, fist, team) ("Management," 2009). The word ‘management’ is used to
describe the activity of organizing a group of people to achieve a desired outcome. In Henri
Fayal’s Management industrielle et generale from 1916 he describes the five principle roles
of management in business as planning, organizing, leading, co-ordinate and controlling
(usually within a company or a department of the company) to work together (Olum, 2004).
Combining the words ‘event’ and ‘management’ the a study on the profession of event
26
management emerges. Since Jani’s comment in 1955 events have evolved from a “different
from a normal day of living” (Jani, 1955, in Goldblatt, 2005) to professionally managed high
profile events such as the Olympic Games and the FIFA Soccer World Cup.
For determined people who want to work in the sector a lot of challenges and opportunities
are awaiting. With the fast growth of the event industry, there has been a study on the
demand for greater collaboration between academia and event practitioners to increase the
uptake of research findings (Getz, 2000; Neale, 2000) and to develop professionals that will
be able to handle the challenges of the industry in the future (Arcodia & Barker, 2003; Mc
Cabe, 2001).
Today there are studies on Congress Management, Corporate Events, Management of fairs
and exhibitions, Trade Fair Marketing and Development, Strategic Communication, Event
projects Budgeting, Financing and Controlling of Events. The growth in the field of event
management is continuing in all areas, such as academic, credential, knowledge transfer and
qualifications, however according to Goldblatt (2000) “the rapid growth of the event
management profession has produced a climate that is confusing, lacking in credibility and
compared to other professions, and perhaps detrimental to its future long term health.”
Types of Events
To handle the confusion Arcodia & Barker (2003) have categorized events into three main
groups which are business events, cultural events and sporting events. Business events
include conferences and trade fairs, while cultural events include festivals and exhibitions.
The sporting games are the last group and include the Olympic Games, soccer world cups,
car races and many other sporting events. These groupings seem to be appropriate as they
encompass all sorts of events and allow the researcher to give the audience a more specific,
categorized overview of events.
There are numerous event management consultants who render their services in the varied
departments of event management. It is not possible for just a few people to put together a
global event, and do require the services of a number of consultants, who can be delegated
important tasks for the event. Usually, event companies prefer working with consultants, who
27
are roped in on project basis, rather than being over-staffed unnecessarily. In order to be
successful in the field of event management, no matter what department of specialization one
needs certain qualities, which are as follows:
 Negotiating Skills
 Creative Skills
 Convincing Skills
 Coordinating Skills
 Planning skills
 Executing and implementing skills
An individual with the aptitude for the above and interest in the field would make a
successful event manager. It does not matter what maybe the types of event management, one
need to be adept in the above skills. This is because this is a people’s industry, where
everything is based on effective communication skills at all levels. And professional event
management service entails optimum communication skills, as well as ability to look into the
minutes details of things in order to ensure optimum level of execution.
Given here is a list of the varied events that are organized by the cross section of event
companies:
 Business events
 Corporate events
 Cause-Related events
 Coordinating Skills
 Fundraising events
 Exhibitions
 Trade fairs
 Entertainment events
 Concerts/live performances
 Festive events
 Government events
28
 Meetings
 Seminars
 Workshops
 Conferences
 Social and cultural events
 Sporting events
 Marketing events
 Promotional events
 Brand and product launches
For every business to flourish, through the year they need to be a part of various business
related events. These are primarily the exhibitions and trade fairs. There are certain
companies that organize such events in their related industry. These are held either at a local,
national or then global level. These are extremely important forums to create further
awareness within the industry, as well as amongst other consumers. Thus there are trade fairs
and exhibitions that are in the ranking of business-to-business, as well as business-to-
consumer.
One of the most important aspects of event managements is promoting and marketing the
event. And advertising as a tool cannot be underestimated in event marketing & event
promotion. Almost every event, except for the private parties and events have kept aside a
budget to cover advertising costs. And those involved in event marketing & event promotion
need to first analyze what type of media would reach their target audience.
And the choices include:
 Commercial Television
 Cable Television
 Radio
 Print
 Road shows
29
There are also other means of advertising that include hoardings and sky balloons, amongst
others. Commercial television is being regarded as the most effective means of reaching out
to the masses. And today with the television boom and the increasing number of channels,
this is being proven as an effective means of promoting events. However, for advertising on
television, a large sum of money needs to be kept aside. Ideally, the event organizer should
tie up with sponsors that already have advertising slots.
Figure 2.1.a (Types of Events)
In order to reach out to the local audience then cable television marketing is effective. Radio,
another medium of broadcast mass media, is also proving to be effective, in the recent times,
with the increasing number of FM channels. A medium that has been tried and tested
through the last century has been the print media. Apart from advertising events, companies
also seek genuine write ups in the various publications. For this they host press conferences.
30
In the present day and age, there is much competition to be faced by every walk of life. One
walk down the mall and one can see the amount of competition amongst companies to
maximize buyers. And the fact is that there is always room for more. As competition means
improving and improvising quality in order to maximize profits. Thus, there are companies
that are ever ready to walk down the risk highway and launch new products.
However, in order to ensure that the launch is actually profitable, there is a lot of planning
that needs to put in. The launch is not just about placing the product in the market, but also
announcing it in an alluring manner to the consumers. This entails not only appropriate
advertising channels, but also events that crate further product awareness. Gone is the time
when hoardings and advertisements would do the magic. Today, companies have to think out
of the box in order to create widespread product awareness. This is where product launch
event management comes in. The event managers, in tandem with the company launching the
product have several brainstorming sessions to decide on the varied events for the launch.
Nowadays the preferred ways of launching products is through interactive events. Some
companies host events wherein they invite people who have won contests and competitions
held by them. Or then they host an exclusive party for their select loyal customers in order to
showcase their new range. This is something done by automobile companies amongst others.
One of the most important aspects of any company is the varied events that are organized not
only within the company, but also for the clients and customers. This is because one of the
prime objectives for hosting events is to build on relations. Usually corporate houses
encourage in-house events for the staff in order to motivate them from time to time, as well
as to upgrade the knowledge and skills, in order to be along with the times. They also
encourage staff to attend seminars, conferences and conventions in order to keep them
abreast with the latest trends.
31
Above the line Advertising
ATL is a type of advertising through media such as television, cinema, radio, print, and Out-of-
home to promote brands or convey a specific offer. This type of communication is
conventional in its nature and is considered impersonal to customers. It differs from BTL
advertising, which uses unconventional brand-building and promotional strategies, such as
direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed media ( for
example brochures, and usually involves no motion graphics). It is much more effective than
when the target group is very large and difficult to define.
The term comes from top business managers and involves the way in which Procter & Gamble,
one of the world’s biggest advertising clients, was charged for its media in the 1950s and 1960s.
As below the line had no media involvement there was no commission to be made for the
advertising agencies. The accountants thus labelled the different media ATL and BTL depending
on where it would sit in the balance sheet and profit and loss accounts (ATL where they made a
profit and BTL where they did not) Since then, models have changed and clients are no longer
charged for their media in that way.
Below the line sales promotion
BTL sales are efficient and cost-effective for targeting a limited and specific group. It uses less
conventional methods than the usual ATL channels of advertising, typically focusing on direct
means of communication, most commonly direct mail and e-mail, often using highly targeted
lists of names to maximize response rates. BTL services may include those for which a fee is
agreed upon and charged up front.
BTL is a common technique used for "touch and feel" products (consumer items where the
customer will rely on immediate information rather than previously researched items). BTL
32
techniques ensure recall of the brand while at the same time highlighting the features of the
product.
Another BTL technique involves sales personnel deployed at retail stores near targeted products.
This technique may be used to generate trials of newly launched products. It helps marketers
establish one-to-one relationship with consumers while mass promotions, by definition, make it
difficult to gauge consumer-response, except at the time of sales. Examples include tele-
marketing, road shows, promotions, in- shop and shop-front activities, display units.
2.2 LITERATURE REVIEW
Event management involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and executing in close
coordination with the client. The biggest events are those that are arranged at a global level.
These international events are mainly the sports events, like the international competitions
that are hosted by various countries each year. In fact, for global event management for an
event like the Olympics, preparations begin well in advance, which amounts to five to six
years prior to the event. These large-scale events also require Government involvement in
order to meet expenses and ensure safety and security of delegates from varied nations.
While international sports largely represent the term global event management, but it also
includes other events, such as live performances by international artistes. For instance, the
pop stars and rock stars being brought to India for their concerts and shows. These are mainly
hosted by the large event companies and sponsored by the bigger corporate houses, as this
becomes a major advertising vehicle for them.
Then there are the international social and cultural events hosted at an international level.
33
These are mainly those that created to create widespread awareness with regards to varied
global problems such as global warming. Take for instance, the stars being roped in by WHO
in order to make people aware of the dangers and problems of AIDS. They travel across the
world spreading awareness.
Such corporate events also become a meeting point for others from the same field to share
varied aspects. This is more like a formal social forum for executives and managers. These
are rather serious events and are mainly handled by the corporate, itself. However, in order to
organize a formal event on a larger scale, this may be delegated to the public relations
company handling the companies PR activities, or then maybe given to a corporate event
management company.
Figure 2.2.a
Apart from the serious events, there are the fun, celebratory ones. These maybe organized to
34
celebrate the main festivals, or then the success of a project. These are mainly organized in
order to build an environment of closeness amongst colleagues. This is because human
resource executives and managers realize the importance of encouraging healthy
interpersonal relations in the office to maximize staff efficiency.
Corporate event management services India includes the in-house events, as well as the
larger once to launch and promote products and services. Most service providers double up to
even take on the role of public relations and media relations. More often than never company
event management planning is done on an annual basis. The event calendar is determined
according to the budget set aside for the events, as well as other aspects that differ from one
corporate house to another.
Today, changes in technology provide still more challenges. The widespread use of the
Internet to perform mission-critical applications necessitates 24X7 availability of systems.
Organizations need to know immediately when there are failures, and recovery must be
almost instantaneous. On-demand and grid computing allow businesses to run applications
wherever cycles are available to ensure they can meet the demands of their customers.
35
Figure 2.2.b
An event cannot provide value to an organization in managing its system resources unless the
event is acted upon, either manually by a support person or automatically by software. The
path an event takes from its source to the software or person who takes action on it is known
as the event flow. The event flow begins at the point of generation of the event, known as the
event source. The source of an event may be the failing system itself, as in the case of a
36
router that sends information about its health to an event processor. An agent that runs on the
system to monitor for and report error conditions is another type of event source.
Event processors are devices that run software capable of recognizing and acting upon
events. The functionality of the event processors can vary widely. Some are capable of
merely forwarding or discarding events. Others can perform more sophisticated functions
such as reformatting the event, correlating it with other events received, displaying it on a
console, and initiating recovery actions. Most event processors have the capability to forward
events to other event processors.
This functionality is useful in consolidating events from various sources at a central site for
management by a help desk or operations center. The hierarchy of event processors used to
handle events can be referred to as the event processing hierarchy. The first receiver of the
event is the entry point into the hierarchy, and the collection of all the entry points is called
the entry tier of the hierarchy. Similarly, all second receivers of events can be collectively
referred to as the second tier in the hierarchy and so forth. For the purposes of refer to the top
level of the hierarchy as the enterprise tier, because it typically consolidates events from
sources across an entire enterprise.
37
Event Management Industry in India:
The economy of India is a study on the by leaps and bounds and there are various ever-
a study on the industries that are contributing to increasing the nation’s coffers. One
such industry is that of event management. This industry has come a long way in the
last five years or so and today is no less than a multi-crore industry, as a whole. And the
size of the companies varies from the rather small ones that manage small events such
as birthdays and weddings, to the larger players, who organize national and
international events.
During the early part of the 1900s the industry had spent up to Rs. 20 Crores, per
annum on events. And in the last couple of years, all the event companies are spending
to the tune of approximately Rs. 1,800 Crores, per annum. The event management
industry in India involves the requirement of various skills that have caused it grow the way
it is in recent past. These skills include:
 Organizational skills
 Technical knowledge
 Public relations
 Marketing
 Advertising
 Catering
 Logistics
 Decor
 Glamour identity
 Human relations
 Understanding of laws and licenses
 Risk management
 Budgeting
 Study of all allied media
 Local and national, as well as international events
38
Event Management is a multi-million dollar industry, a study on the rapidly, with mega
shows and events hosted regularly. Surprisingly, there is no formalized research conducted to
assess the growth of this industry. The industry includes fields such as the MICE Meetings,
Incentives, Conventions and Events, exhibitions, conferences and seminars as well as live
music and sporting events. The logistics side of the industry is paid less than the
sales/sponsorship side, though some may say that these are two different industries.
Event management is, compared to other fields of social sciences, a relatively new field.
Academic research into the field of event management has not started until about 15 years
ago. In 1994 Getz & Wick’s examined global trends in event management and summarized
the situation of the event industry with the following quote: “Festival and Event practitioners
belong to a new and rapidly a study on the career field. As with other emerging quasi-
professions, the managers, marketers and coordinators’ occupying full-time positions have
organized professional associations and are seeking certification. Those wishing to enter the
field look to the associations, and increasingly to formal educational institutions, to provide
appropriate certificates which will hopefully ensure access to the better jobs. As well,
numerous volunteers are seeking recognition for their efforts and skills. Consequently, the
situation is somewhat unclear and constantly evolving”.
Regardless of the description of event management to be used, it is obvious that “planned
events have significantly changed in volume, size, scope, and quality since Jani issued this
definition (in1954)” (Goldblatt, 2000, p. 3). Getz & Wicks concluded their research by
saying that “there are clear technical skills for event management, but less convincingly can
there be said to exist theories of event management”.
In 1996, Perry, Foley & Rumpf conducted research at the Australian Events Conference in
Canberra and identified ten knowledge areas and attributes required to be successful in the
event industry: project management, budgeting, time management, relating to media,
business planning, human resource management, marketing, contingency management,
obtaining sponsorship and networking. Those skills were categorized in the five domains
legal/finance, management, public relations/marketing, economic/analytical and
ethical/contextual, to create a knowledge base for future event managers. These skills seem
to be a contentious issue, as vision, leadership, adaptability and high organizational skills
39
were named by the same managers as the essential attributes to be successful in the field
(Perry et al., 1996).
Subsequent to the research above, Harris & Jago (1999) suggested that the following
knowledge should also be transferred in event management training:
 History and meanings of festivals, celebrations, rituals and other events
 Historical evolution, types of events
 Trends in demand and supply
 Motivations and benefits sought from events
 Roles and impacts of events in society, the economy, environment and culture
 Who is producing events and why?
 Program concepts and styles
 Event settings
 Operations unique to events
 Management unique to events
 Marketing unique to events (Harris & Jago, 1999, p. 46)
While a common knowledge base could not be supported at the research, a high level of
education of the professionals within the event industry has been identified with over 60%
having a degree and 25% having post grad qualifications. Despite these seemingly
impressive figures, “only 12% had qualifications in the event field” (Royal & Jago, 1998, p.
224).
Comparing today’s course outlines for event managers at Unitec New Zealand, BIZ,
Germany, and other universities, a common base of knowledge included in the subjects of
event management cannot be determined. It becomes remarkable truth that obviously no
generally accepted common base has evolved out of the suggestions of the various researches
that has been conducted over the last 15 years.
Harris & Jago (1999) surveyed Australian Universities and discovered another obstacle. Most
Universities do not create an event program, but rather add single courses or electives to
already existing programs. This method enhances the understanding of the event field within
students of other fields, but it does not support event practitioners in the field and it does not
create enough research on the topic of event management.
One of the reasons is that not all researchers agree on the necessity of long term event
40
management training as appealed for by Harris & Jago (1999), they do prefer short courses
where knowledge is mediated in seminars and applied straight away. Goldblatt (1997, 2000)
goes a step further when he writes that the measure of professional knowledge and capability
cannot be represented by a university degree. Arcodia & Barker’s (2003) suggestion to
employ highly trained and experienced individuals to educate the future event managers has
to overcome the obstacle that there is no common base to compare with the knowledge of
these professionals.
Despite the variety of literature about event management, Erber (2002) and Holzbauer (2003)
both emphasize that the core elements of event management in the past often only entail
organizational and controlling measures as part of the event execution. Loos (2008) objects
this assessment and highlights that the definition would exclude the integrative tasks of
management with decision making options. He describes event management as “the
coordination of all the tasks and activities necessary for the execution of an event regarding
its strategy, planning, implementation, and control, based on the principles of event
marketing and the methods of project management” (Loos et al., 2008, p. 54).
In view of the current state of affairs, the conclusion of Getz & Wicks from 1994, as
mentioned at the beginning of this section, has not lost its actuality and validity. Harris, Jago
Allen & Huyskens (2000) are sharing the same opinion and think “to determine the current
state of research within the events field is not necessarily an easy task. Even though the area
is still largely ‘virgin territory’ from a research perspective there is still, both globally and in
an Australian context, a not insubstantial number of reports/articles/thesis etc dealing with
events”
Nelson (2004) researched the “Sociological Theories of Career Choice: A Study of Workers
in the Special Events Industry” for her PhD and discovered several traits and qualities that
people in the industry have in common. Surprisingly, most of the interviewed practitioners
did not plan to work in the event industry but were into it introduced by chance. Despite their
dissimilarity in education all of the practitioners share one common trait: they are open to
new ideas.
Nelson’s key findings were:
 Even in the real world business arena, post career entry, event professionals tend to
relay stories about continuing to make business decisions on a visceral level.
41
 People who stay in the industry feel lucky to work on something that they are
passionate about every day
 Event professionals suffer from particular career challenges, such as long working
hours, reduced employee benefits - but they are only minor considerations regarding
career entry
 Event professionals feel connection with “making dreams come true” – building a
dream for somebody else
 “Predominant decision-making factors used when choosing a career in the special
events overwhelmingly supports Social Identity Theory. The highest rated factors
included interesting work, opportunity for self-expression, and freedom of action.
Therefore, the tie between occupation and identity (personal values) would seem to
be apparent among special event workers, and supports Turner’s view of a role-
person merger where the role is deeply merged with the person and socialization in
that role affects personality formation” (Turner, 1978 in Nelson, 2004, p. 46)
Nelson (2004) summarized the key findings as practitioners in the field feel “extremely lucky
to be able to work at something every day that they love”
The client/provider relationship was identified as the main challenge within in the industry.
With a strong sense of helping others, a passion for the industry and a lot of pride in
excellence in their work, event managers overcome those obstacles and create value (Nelson,
2004).
While event managers have a lot of pride in the excellence of their work they were not
enthusiastic to engage in theoretical research about strategies further improving the
excellence within the entire event industry. There are several assumptions about the reasons
behind it:
 Most of the people in the industry did not plan to work on events and therefore
they did not engage in theoretical event studies
 The event industry offers only reduced employee benefits and hardly any
benefit are expected from engaging into research
 Theoretical knowledge does not reflect the level of expertise within the event
industry and event managers concentrate on gaining practical knowledge
42
 The long working hours within the event industry prevents people from doing
additional work
 The event field is wide spread and some literature would only be relevant to a
small portion of the industry.
The multiple views on event management and the different perceptions of the people
working and researching within the event industry has prevented the industry to come up
with globally accepted standards for events.
Furthermore, the discrepancy between the aims of the different stakeholders has prevented
the introduction of standardized processes and hindered the introduction of a widely accepted
event management information system until today.
Still, special events have evolved to the point where their number, scale and variety,
combined with their associated economic, social and cultural impacts, demand attention from
researchers.
Events are leisure activities and work possibilities for people. Events bring people together
and make them have good time. They enhance the quality of people’s life; they can provide
significant economic benefits and can also provide revenue for special projects. Regardless
of size, events require a high degree of planning, a range of skills and a lot of energy (Hillary
Commission for Sport, 1997). According to Andersons and Wesley (2000), when using
events, companies get the possibility to have their own-right to the consumer during the
duration of the event. This means that if a company manages to get the consumer to attend
the event, the distortion from the competitors will be gone or at least minimized during the
duration of the event. Also, events contain tangible elements, such as food, beverages and
other products sold or given away, but are essentially a service in that they consist of
intangible experiences of finite duration within a temporary, managed atmosphere. As with
all services, this experiential “product” is produced and consumed simultaneously, is highly
heterogeneous and very difficult to store or control (O’Neil et. al., 1999).
Event management involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and executing in close
coordination with the client. The biggest events are those that are arranged at a global level.
43
These international events are mainly the sports events, like the international competitions
that are hosted by various countries each year. In fact, for global event management for an
event like the Olympics, preparations begin well in advance, which amounts to five to six
years prior to the event. These large-scale events also require Government involvement in
order to meet expenses and ensure safety and security of delegates from varied nations.
While international sports largely represent the term global event management, but it also
includes other events, such as live performances by international artistes. For instance, the
pop stars and rock stars being brought to India for their concerts and shows. These are mainly
hosted by the large event companies and sponsored by the bigger corporate houses, as this
becomes a major advertising vehicle for them.
Then there are the international social and cultural events hosted at an international level.
These are mainly those that created to create widespread awareness with regards to varied
global problems such as global warming. Take for instance, the stars being roped in by WHO
in order to make people aware of the dangers and problems of AIDS. They travel across the
world spreading awareness.
44
CHAPTER – 3:
RESEARCH METHODOLOGY
45
3.1 PURPOSE OF THE STUDY
Title Justification
A STUDY ON THE IMPORTANCE OF EVENT MANAGEMENT IN INDIA
Event Management is a multi million dollar industry, a study on the rapidly with mega shows &
events hosted regularly. Surprisingly there is no formalized research conducted to assess the
growth of this industry. The industry includes fields such as the MICE (meeting, incentive,
conventions & events, exhibition). Conferences & seminars as well as live music and sporting
events. The logistics side of the industry is paid less than the sales/sponsorship sides though
some may say that’s these are different industries.
Every time when you saw a programmed like film fare awards or those pop concerts you would
have wondered how people managed to setup such brilliant shows every tiny detail form you’re
entering the venue to your going out is a result of rigorous planning well that’s event
management for you. It is one of the fastest and the most glamorous upcoming profession today.
It means rubbing shoulders with who’s who of the crème-de-ca-crème layer of the city. It does
mean big money but it also involves lots of discipline and meticulous planning to be in this
profession.
So if you think you are that type then go ahead and take the plunge. Planning an event is an event
itself. Your Job as far as organizing an even begins with the very basic things. The clients come
to the event manager with a vague idea in mind it is entirely up to the event manger to work on
the idea and turn it into a reality.
Events could be anything from concerts, product launches, fashions show, celebrity night, press
conferences, promotions, jubilee celebrations and Farewells or television based events it could be
just anything.
46
3.2 MAIN OBJECTIVES OF THE STUDY
The main purpose of this study is to understand the Progress and Prospects of Event
Management Company.
• Identify the scope in terms of the service provided by them.

• Size of the industry.
• Study the problems faced by the event management companies.
• Study the type of events which are taking place.
• Explicit feedback of customer after the deliverables of company.
• Determine that how these companies promote other brands.
• Identify the key players in this field.
• Analyze the current market condition.
47
3.3 RESEARCH METHODOLOGY OF THE STUDY
Research is a tool of science and that its purpose is to ‘advance human knowledge’ features
which distinguish research from other investigatory activities. Research and research methods
might be studied for a variety of reasons. First, it is useful to be able to understand and
evaluate research reports and articles which one might come across in an academic or
professional context. It is therefore advantageous to understand the basis of such reports and
articles. Second, in an academic environment, research is conducted for its own sake, in the
interests of the pursuit of knowledge for example for a PROJECT. Third, most readers who
are managers will find themselves conducting or commissioning research for professional
reason.”
Qualitative and Quantitative
The quantitative approach to research involves statistical analysis. It relies on numerical

evidence to draw conclusions or to test hypotheses. To be sure of the reliability of the results it
is often necessary to study relatively large numbers of people and to use computers to analyze
the data. The data can be derived from questionnaire surveys, from observation involving
counts or from secondary sources. The qualitative approach to research is generally not
concerned with numbers. It involves gathering a great deal of information about a small
number of people rather than a limited amount of information about a large number of people.
The information collected is generally not presentable in numerical form. It is used when a full
and rounded understanding of the leisure or tourist behavior and situation of a few individuals,
however ‘unrepresentative’ they may be, is required, rather than a limited understanding of a
large, ‘representative’ group.
48
3.4 DATA COLLECTION TECHNIQUES
Primary Research
“Primary data collection is the collection of data which is done by using methods such as
interviews and questionnaires.
There are many methods of collecting primary data and the main methods include:
 Questionnaires
 Interviews
 Observation
 Case-Studies
 Diaries
Questionnaires
Questionnaires are a popular means of collecting data, but are difficult to design and often
require many rewrites before an acceptable questionnaire is produced.
Interviews
Interviewing is a technique that primarily used to gain an understanding of the underlying
reasons and motivations for people’s attitudes, preferences or behavior. Interviews can be
undertaken on a personal one-to-one basis or in a group. They can be conducted at work, at
home, in the street or in a shopping centre, or some other agreed location.
Secondary Data Collection

Secondary data is that data which is already been collected by someone else for a different
purpose for e.g.:
 Newspapers and Journals.
 Online reference
49
INTRODUCTION TO AREA OF RESEARCH
Event management has come to a mature age in this country. It is known to be a Rs. 500 crore
industry and is steadily rising. With increasing importance on entertainment, event
management is gaining momentum. A high-end hit or a small gathering, an event
professionally managed is the need of the day. But a glamorous event on the outside does not
mean the same on the inside. It involves a lot of hard work, long hours, odd hours, travelling to
various places. Sometimes the preparations can go on endlessly for days together. To supervise
and be sure that things are going on in accordance. On the event day itself you have to make
sure that the celebrities arrive on time, their needs are looked after, the media is planned, the
suppliers have provided the resources, meetings have been scheduled and solutions have been
provided.
SCOPE OF RESEARCH
The thesis is beneficial both for the students and the organization. The thesis will provide
complete information about the importance of event management in India. It will serve as a
source of reference and help event industry to improve the system.
50
Methodology describes the tools and techniques applied in a research. These tools and
techniques are recognized as research methods, data collection methods and data analysis
methods.
SAMPLE SIZE: 50
TOOLS USED TO COLLECT DATA:
PRIMARY DATA
Questionnaire:
Personal interview.
SECONDARY DATA
1. Newspapers and Journals
2. Online reference
STATISTICAL METHODS USED:

Pie chart
Bar diagram
Column diagram
JUSTIFICATION FOR USING TOPIC
The study will enable me to understand better the importance of event industry. It will also
help me in future to understand the complete marketing style of any company in the event
industry.
51
IMPORTANCE OF THE PROJECT
The PROJECT is beneficial both for the students and the organization. The thesis will provide
complete information about the importance of event management in India. It will serve as a
source of reference and help event industry to improve the system.
Methodological Limitations
A worldwide study presents some specific challenges and reference needs to be made to at least
two caveats. Firstly, there is no worldwide registry of event management associations;
consequently, the exact number of associations involved with the event management industry
worldwide is unknown. Nevertheless, after conducting an extensive search, the 147 that were
included in the study is more than likely a very strong sample population. Secondly, in addition
to verifying the number of event management associations operating worldwide, there is an issue
of language and cultural orientation. Associations around the world are in existence due to the
need within their regions for support in the event management industry, so their primary
language may be one other than English. While the working language of all associations is
clearly not English, the internationalization of English in recent years, together with the fact that
many associations draw membership from more than one country, has served to minimize this
problem. Nevertheless, 32% of the associations are based in North America and this provides for
some cultural bias that cannot be avoided in this study.
52
Limitations:
1. People are not aware about ATL and BTL activities of the event management.
2. Respondents are reluctant toward giving the answer to the questionnaire.
3. There is lack of need recognition among the people.
4. Event management is a wide area of study and it has different kind of events, that’s why
study may change as per the different event.
5. Time period was limited so large no. of respondents cannot be included.
6. It is difficult to find the expert in the field of event management.
7. The managers and guides were busy with the promotion of the on going event so they
couldn’t provide us ample time and guidance.
53
CHAPTER – 4:
ANALYSIS & INTERPRETATION
54
DATA ANALYSIS AND INTERPRETATIONS:
4.1 ANALYSIS
1:- Age
Age
>55 2
45-55 3
35-45 5
25-35 23 Series1
<25 18
0 5 10 15 20 25
<25 25-35 35-45 45-55 >55
Series1 18 23 5 3 2
Figure 4.1.a
 Out of 50 respondents 18 respondents are at the age of <25
 Out of 50 respondents 23 respondents are at the age of 25-35
 Out of 50 respondents 2 respondents are at the age of >55
55
2:- Gender
GENDER
FEMALE
32%
MALE
FEMALE
MALE
68%
Figure 4.1.b
 68% respondents are male out of 50 respondents.
 32% respondents are female out of 50 respondents.
56
3:- Are you aware of the term Event Management?
Aware of the term Event Management
NO
4%
YES
NO
YES
96%
Figure 4.1.c
 96% respondents say that yes they are aware of the term Event Management.
 4% respondents say that they don’t know about the term Event Management.
57
4:- Event Management companies are getting popular as people are busy with their
busy schedules. What do you feel about the above statement?
13
Completely Agree
18
Somewhat Agree
Somewhat Disagree
Completely Disagree
17
Figure 4.1.d
 Out of 50 respondents 17 respondents are completely agree with the statement that
event management companies are getting popular as people are busy with their busy
schedules.
 Out of 50 respondents 13 respondents are somewhat agree with the statement that
schedules.
 Out of 50 respondents 18 respondents are somewhat disagree with the statement that
schedules.
 Out of 50 respondents 2 respondents are completely disagree with the statement that
schedules.
58
5:- How many people prefer doing their event with the help of event management
company?
Yes
No
Figure 4.1.e
 Out of 50 respondents 25 respondents say Yes that they will prefer doing events with
the help of event management company.
 Out of 50 respondents 25 respondents say No that they will not prefer doing events with
the help of event management company.
59
6:- Hiring an Event management company affects the overall budget. Yes or No?
14
Yes
No
36
Figure 4.1.f
 Out of 50 respondents 36 respondents say Yes that hiring an event management

company affects the overall budget.
 Out of 50 respondents 14 respondents say No that hiring an event management

company affects the overall budget.
60
7:- People hire Event Management Company as they want to lower down their burden.
What do you feel about the above statement?
9
Completely Agree
Somew hat Agree
Somew hat Disagree
29 Completely Disagree
Figure 4.1.g
people hire event management company as they want to lower down their burden.
 Out of 50 respondents 7respondents are somewhat agree with the statement that people
hire event management company as they want to lower down their burden.
61
8:- Marketing messages need to be more focused, because the consumer is in control.
What do you feel about the above statement?
Completely Disagree 1
Somewhat Disagree 9
Somewhat Agree 19
Series1
Completely Agree 21
0 5 10 15 20 25
Somewhat Completely
Completely Agree Somewhat Agree
Disagree Disagree
Series1 21 19 9 1
Figure 4.1.h
marketing messages need to be more focused, because the consumer is in control.
 Out of 50 respondents 1 respondent are completely disagree with the statement that
62
9:- Are you aware of the term below the line activities?
Total Respondents AGREE Don’t Know
50 30 20
63
Aware of the term below the line activities
YES
NO
Figure 4.1.i
 60% respondents say that Yes they are aware of the term below the line activities.
 40% respondents say that they Don’t know about the term below the line activities.
10:- Below the line activities are gaining importance nowadays. What do you feel about
the above statement?
64
25
20
15
23
10 Series1
15
5 8
4
0
Completely Somewhat Somewhat Completely
Agree Agree Disagree Disagree
Series1 23 15 8 4
Figure 4.1.j
below the line activities are gaining importance nowadays
65
4.2 INTERPRETATIONS
An event management association was defined as one that responds to one or more of the sectors
of the event industry such as festivals, tradeshows, exhibitions, incentives & meeting.
Content analysis was used in this study because it is a multipurpose method that is useful for
investigating a wide range of issues in which the content of communication serves as a basis of
inferences. It is an appropriate methodology to achieve authenticity & validity in the type of
qualitative data this study gathered. It did not use nor adapt an existing framework for analysis of
the content of the goals & objectives. That is, the categories of meaning emerged by identifying
recurring themes in the data rather than being imposed by an existing typology from the
literature or a preconceived framework developed specifically for the research.
66
CHAPTER- 5:
FINDINGS & SUGGESTIONS
67
5.1 FINDINGS AND SUGGESTIONS
 Events have the unique ability to unite people through shared goals and experiences.
Not only do events enhance the quality of our life, they can provide significant economic
benefits.
 Events can also provide revenue for special projects. Regardless of size, all events have
other things in common they require a high degree of planning, a range of skills and a lot of
energy.
 However, in the past there have been events that have also resulted in losses to the hosts
and sponsors for varied reasons. But then, all said and done, event management is about
organization and execution, and that is precisely where the money lies. Those in the field are
paid for their services.
 Information and forms can be downloaded and printed for use by relevant parties
involved in the managing of the event.
 Events have high visibility and impact. They can be a powerful way to zero in on
specific markets. By becoming more entrepreneurial, clubs and non-profit organizations are
gaining an enhanced public profile, a study on the their membership and attracting strong
commercial partnerships, such as through sponsorships.
 The interval chosen must be long enough to allow the associated events to be received,
but short enough to minimize the delay in reporting the problem.
 While international sports largely represent the term global event management, but it
also includes other events, such as live performances by international artistes. For instance,
the pop stars and rock stars being brought to India for their concerts and shows.
68
 Almost every event, except for the private parties and events have kept aside a budget
to cover advertising costs. And those involved in event marketing & event promotion need to
first analyze what type of media would reach their target audience.
 A medium that has been tried and tested through the last century has been the print
media. Apart from advertising events, companies also seek genuine write ups in the various
publications.
 The event managers, in tandem with the company launching the product have several
brainstorming sessions to decide on the varied events for the launch.
 Usually corporate houses encourage in-house events for the staff in order to motivate
them from time to time, as well as to upgrade the knowledge and skills, in order to be along
with the times.
69
CHAPTER- 6:
RECOMMENDATIONS
& CONCLUSION
70
6.1 RECOMMENDATIONS
 Expressiveness: Events must be expressive enough to embody arbitrary types of

activity, and must be structured enough to permit type-safe processing.
 Policy-controlled Event Processing: All aspects of the event model must be

conquerable in a site's policy, including local event handling as well as event delivery &
forwarding schemes.
 Cooperative policy conjurations are of course desirable and in fact necessary to

achieve best results, but remote nodes must not be able to interfere with local policy.
 Selective Receiver Interest & Motivation: It must be easy for Bro peers to indicate
interest and end of interest in both local and remote events. Peers must not be bothered with
events they are not interested in.
 Event Abstraction: The policy language must allow the dentition of event patterns and
consequential abstraction into higher-level events.
 Scalability and Performance: The model must be highly scalable and lend itself to a
high-performance implementation. Target environments are both local networks and Internet-
wide cooperation’s.
 Secure Communication: Peers must authenticate themselves to their peers before

exchanging events. Other hosts must not be able to eavesdrop into or tamper with the own of
events.
 Homogeneous Language Extension: The changes to the Bro scripting language

necessary to support distributed event communication should blend in with the existing
syntax and semantics as much as possible.
71
6.2. CONCLUSION
An event management has to first design the basic framework after which he prepares the
marketing plans, hunts for sponsors, works on the logistics, locates the site/destination, contacts
vendors, hires performers, prints/mails invitation cards, creates menus, looks after the
stage/lights, books the artistes, arranges for transport for different people, and on the D' Day co-
ordinates, plans and finalizes every aspect of the event. Event managers usually start working
months before the event. Sometimes, in order to make the work easier, large event management
companies hire the services of smaller companies on a contract basis. It is definitely worth
thinking about using alternatives to straight presentations to hold the attention of your audience
and create a positive impact. Think about hands on product demonstrations do require enhanced
presentation facilities then use an audio-visual specialist to ensure they work.
As the event management industry consolidates worldwide, event management associations play
an increasingly significant role in professional support to the industry and its managers by
assisting their continued growth and success. This paper reviewed the literature on professional
associations and explored the strategic direction of event management associations by analyzing
their stated goals and objectives.
The identified variables all contribute to the strategic direction that the associations are
committed to following, however, as evidenced from the ten key variables that were discussed,
there was significant variation between the most commonly occurring goals and objectives and
the least common. The data points to a higher level of organizational sophistication and a broader
range of services offered among those organizations that are larger and have been established for
a longer period. The event management associations with a focus in North America, Europe and
International regions depict this trend most clearly.
For more focused measurement of event implementation be prepared to provide questionnaires
on departure or surveys after the event. Simply chatting to delegates and hosts to get anecdotal
evidence is also a good way of determining how things went. It is worth capturing a diverse set
of information to enable to evaluate the event from many angles. Checking on relevance of
content, quality of speakers or accessibility of venue, for instance, provides input into tailoring
future events and can even justify future marketing spend.
72
BIBLIOGRAPHY
Books Referred:
Kothari, C.R.: Research methodology, 3rd edition, 1997, Vikas Publishing

House Pvt. Ltd, New Delhi,
Conseil International des Organisations de Festivals de Folklore et d’Arts Traditionnels (2001),

www.cioff.org/cioff/Le_CIOFF/default.en.htp
Spanish Federation of Professional Congress Organizers (SFPCO, 2001),
Journals and Documentations referred:
Kundu, Subhash & Malhan, Divya “Practices in event management companies: A Study
Of Indian and Multinational Companies” JOURNAL OF EVENT MANAGEMENT Volume
78, Issue 1, PP 67-91
Udaynd, N: “OVERVIEW OF EVENT MANAGEMENT SECTOR" academic open journal,
Volume 22, 2008
Online published material on World Wide Web:
 www.alleventmanagement.com
 www.opcspain.org/english/Codigo/index.html.
 www.ammc.org
 www.asaenet.org/AboutASAE/strategicplan/3to5/1,1956,,00.htm,
 Association of Corporate Travel Executives (2001), www.acte.org/about/plan.shtml
73

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PROJECT REPORT

"A STUDY ON THE IMPORTANCE OF

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT TO

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OF DISTANCE EDUCATION

STUDY ON THE IMPORTANCE OF EVENT MANAGEMENT IN INDIA” submitted to

and the report contains no plagiarism.

University for the fulfillment of the requirement of the course of study,

course, for completion of my PROJECT REPORT.

guidance and encouragement to complete this task.

Welcome to the future of event planning!

Event management is the creation, implementation and Management of short-term activities

 Income saved to bring primary needs.

 Indian marketer not educated enough to understand

 Events restricted to movies, cricket and music.

Now the transformed scenario is

 People are having fun

 More disposable income

 Consumers more aware and educated

 Various forms of events coming up

Various aspects of event planning

 Identify the event

 Hiring’s and rentals

 Publicity and promotion

The type of event to be planned is to be identified at first, whether it is going to be a product

Five basic questions that need to be answered:

A budget checklist would ideally look like this

Item Estimated cost Actual Cost

Rentals and hiring

Defining the target audience

After deciding on the venue, the following things should be decided:

 Boarding/ Lodging- depending on the nature of the event

 Outside hiring and rentals for specific purposes

 Miscellaneous work pertaining to the nature of the event

Hiring’s and Rentals

 Get a contact letter made

 Decide about the advance to be paid to the person

 Take into account their terms and conditions

 The credentials should be checked before hiring them

Publicity and Promotion

 Identification and Involvement of key stakeholders

Although a comprehensive event planning process cannot guarantee a problem-free event, it

And the choices include:

Figure 2.1.a (Types of Events)

Below the line sales promotion

2.2 LITERATURE REVIEW

3.1 PURPOSE OF THE STUDY

A STUDY ON THE IMPORTANCE OF EVENT MANAGEMENT IN INDIA

• Identify the scope in terms of the service provided by them.

Qualitative and Quantitative

The quantitative approach to research involves statistical analysis. It relies on numerical

Secondary Data Collection

TOOLS USED TO COLLECT DATA:

STATISTICAL METHODS USED:

JUSTIFICATION FOR USING TOPIC

2. Respondents are reluctant toward giving the answer to the questionnaire.

3. There is lack of need recognition among the people.

5. Time period was limited so large no. of respondents cannot be included.

6. It is difficult to find the expert in the field of event management.

 Out of 50 respondents 18 respondents are at the age of <25

 Out of 50 respondents 23 respondents are at the age of 25-35

 Out of 50 respondents 5 respondents are at the age of 35-45

 Out of 50 respondents 3 respondents are at the age of 45-55

 Out of 50 respondents 2 respondents are at the age of >55