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CHAPTER1

INTRODUCTION
1.1 1.2 1.3 1.4 1.5 OBJECTIVES OF THE STUDY NEED OF THE STUDY SCOPE OF THE STUDY METHODOLOGY LIMITATIONS

INTRODUCTION
1.1 OBJECTIVE OF THE STUDY To study Event marketing as a generic promotional tool:
1.The objective of this study is to understand the concept of event marketing,its benefits and implementation process. 2.To evaluate the effectiveness of event marketing as a promotional tool. 3.to offer suggestions for improvement to make it a more prodective investment. 4.To make proper strategy,plan and execution of an event.

1.2 NEED OF THE STUDY


The need of the project is to study and analyse certain issues in event marketing and event management,which need further attention. And some suggestions have been given to make the event marketing more effective in order to utilise its full potential and serve the objective of an event agency,the corporate and the customer. 1. To understanding the short coming of event marketing. 2. How these are perceived today. 3. Understand and manage the event in the best and effective way. THE FEW REASONS FOR CHOOSING EVENT MARKETING AS A PROMOTIONAL TOOL ARE AS FOLLOWS: 1. To accelerate your product into new markets. 2. To judge your product against the competition. 3. To launch new products/services. 4. To appeal to special customer interests. 5. To make more sales calls in a shorter time cycle. 6. To meet potential customers for new applications. 7. To change or improve the perception of your product. 8. To network with customers not normally called upon. 9. To present your products to buyers face to face. 10.To promote positive product trends. 11.To reposition your company in a market. 12.To select a new approach to marketing your product.

SCOPE OF THE PROJECT

13. To target markets by type of visitors.

14.To understand customer attitude. 15.To invite special customers to increase business.

1.4METHODOLOGY
The data has been collected from the following sources. Primary data Secondary data PRIMARY DATA: The primary data is that data collected directly and for the first time and thus happened to be original in the chapter . it has done with the help of following.

Questionnaire Personal discussion with employees Personal observation QUESTIONNAIRE: Questionnaire consists of two types of questions open ended and closed ended forms. A well structured piloted Questionnaire consisting closed ended questions was prepared for this study. SECONDARY DATA:
Secondary data consists of information that already exists some where having been collected for some other purpose. In this study ,secondary data is collected from company manuals ,broachers ,websites,magazine,journals etc.

LIMITATIONS
The study is confined only to the Visakhapatnam branch of silicon media events and entertainments Detailed study is not possible due to lapse of time Self reports and self assessments can be flawed. People often report what they believe they should be doing rather than what they actually do.