SESSION: 2007-2010 Directorate of Distance Education Guru Jambheshwar University of Science and Technology Hisar-125001


I would like to take an opportunity to thank all the people who helped me in collecting necessary information and making of the report. I am grateful to all of them for their time, energy and wisdom. Getting a project really requires the work and effort of many people. I would like to thanks all those who have contributed in completing this project. First of all, I would like to send my sincere thanks to MR. MOHIT MALHOTRA for his helpful hand in the completion of my project. I convey my sincere thanks to my guide and mentor, for their valuable guidance and the confidence they instilled in me, that helped me in successful completion of the project report. This acknowledgement would be incomplete without thanking the college faculty, who helped me in all possible ways with their wholehearted co-operation. Finally, I would like to praise Almighty God with whose auspicious blessings I have been able to complete my project. I also express my thanks to all of them who have helped me directly or indirectly to face this challenge but I couldn’t mention their names here.



IDEAZ is an event management company. We organise all types of corporate events parties, conferences, team building and incentive programmes - with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. We tailor each event to match your brief this means your visions come to life and your objectives are met - every time. We plan parties, conferences, teambuilding and incentive programmes with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. From a Champagne celebration in Chelsea to a Murder Mystery in Monte Carlo or a Conference in Conneticut, we have the answers, expertise and knowledge to create it for you. Event marketing is growing at a rate of three times that of traditional advertising. Though relatively small compared to the major components of the marketing communications mix-advertising, sales promotions and P-O-P communications-expenditures on event sponsorship are increasing. Corporate sponsorships in India in 2001 were estimated at $3.9 billion-with 65% of this total going to sports events and most of the remainder spent on sponsoring entertainment tours or festival and fairs. Thousands of companies invest in some form of event sponsorship. Defined, event marketing is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social or other type of high-interest public activity. Event marketing is distinct from advertising, sales promotion, point-of-purchase merchandising, or public relations, but it generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because, unlike other forms of marketing communications, events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere.


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 these services. 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.

........................................................................................................... Sampling Methodology g...................................1 2................................ Title b........ Introduction to the Company ..........................................................................76 9...........................................47 a... Significance of the Study e....................................78 ............................................................................................................................................. Introduction to the Industry ........ 1.................... Scope of the Study d............................................ Research Design f.............. Objectives c..72 7............. Limitations 4...................... Facts & Findings.......................................................................................................................................78 a...............................22 3....................................................59 6.... Questionnaire ........................53 5......... Conclusion......... Recommendations........ Bibliography .......... Annexure........ Data Analysis and Interpretation....... Research Methodology..TABLE OF CONTENTS Contents Page No.........74 8...........


unlike other forms of marketing communications. The world of event marketing is a 2 . point-of-purchase merchandising. or public relations. event marketing is a form of brand promotion that ties a brand to a meaningful athletic. Corporate sponsorships in India in 2001 were estimated at $3. Event marketing is growing rapidly because it provides companies alternatives to the cluttered mass media. and licensee fees. The Olympics sell sponsorship on a local and global basis. social or other type of high-interest public activity. Though relatively small compared to the major components of the marketing communications mix-advertising. The Atlanta games in 1996 have a reported $3 billion in the bank as a result of negotiating sponsorship. Event marketing is a lucrative game of “what’s in a name”. Olympics and its renowned five rings are “the world’s most effective property” in terms of marketing tools. events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere. an ability to segment on a local or regional basis. cultural. sales promotions and P-O-P communications-expenditures on event sponsorship are increasing. sales promotion. entertainment. as consumers purchase tickets and expose themselves to everything. MasterCard invested an estimated $25 million in sponsoring the nine-city World Cup soccer championship in the United States in 1994 and will likely sponsor other big events in many countries as well. and opportunities for reaching narrow lifestyle groups whose consumption behavior can be linked with the local event. Event marketing is distinct from advertising.9 billion-with 65% of this total going to sports events and most of the remainder spent on sponsoring entertainment tours or festival and fairs. broadcast.INTRODUCTION TO THE INDUSTRY Event marketing is growing at a rate of three times that of traditional advertising. The Olympics represents the creme de la creeme of event marketing and corporate sponsorship. Defined. but it generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because. Thousands of companies invest in some form of event sponsorship. and every couple of year’s corporation’s line up to pay as much as $50 million to be the lord of the rings.

sales promotion. All sport and recreation organizations undertake marketing. placing information in the local newspaper. telephone directory. Listing in the yellow pages. offering and exchanging products of value with others.fast growing. Marketing Tools The “marketing mix” or marketing tools an organization can use can be classified into four categories:     Tools of Promotion  Advertising  Public Relations  Direct marketing Product Price Place Promotion 3 . high profile industry worth over $20 billion annually. are all forms of marketing. although they are often unaware that they are actually doing so. and one of the most successful marketing strategies. Event marketing integrates the corporate sponsorship of an event with a whole range of marketing elements such as advertising. offering a discount and special offers etc. and they have achieved a high level of success. CONCEPTUAL FRAMEWORK What is Marketing? Marketing can be defined as a process by which individuals and groups obtain what they want through creating. Corporations both large and small have grown this industry at a rate of 17 percent per year. and public relations.

Magazines Alternatives: Outdoor Advertising. Brochures : Commercial. if the event and promotional campaign is too big. Aerial. PR is different from advertising in that it is not self praise but carries the strength of disinterested credibility. It includes the following:  Give-Away  Radio  Internet  Television  Press  Non-Media : Leaflets. Street Banners. National : Web Sites. Although PR is mostly proactive. The event manager can manipulate the message. by an appointed advertising agency. It communicates a more complex message than advertising. Community. Posters. Radio : Cable. Free To Air. Innovative It can be done by the event manager or. To this end it is important that the event manager maintains control over as much of the public relations as possible. A thorough knowledge of the media's requirements and beneficial interaction with the media personnel are sensible methods. it is important for an event to have a reactive PR strategy as part of the event risk management. It can be publicity can be positive or negative. Word of mouth  Hospitality  Advertising Advertising It is the controlled method of communicating the message. Who will make public statements to the 4 . Satellite : Newspapers. It is free but the event manager looses control over the result. Public Relations Often it is part of the event manager's job to gain maximum exposure for the event.

the PR strategy can range from organizing a media launch and handing out a press kit to just sending a out a one page media release to selected media.press when there is an emergency? The PR campaign is a plan to gain maximum positive publicity for the event. stunts. competitions.  Use liftable quotes. Specialist magazines and newsletters with their highly targeted audience such as in-flight magazines. For an entrepreneurial event it would include:  Data collection: Preparing a media list of suitable targeted media. public appearances.  Make it clear and concise with the main features at the very beginning of the release. When these lists are prepared. Depending on the size and complexity of the event. the journalist.often called media talent . trade publications and association newsletters.who can be called on to make suitable comments or actions which promote the event.  List ideas for continuous exposure such as interesting media ready stories. 5 . when. preparing a contact list and club list such as politicians. speeches. need to be included in the lists. business magazines. why and where in it. News releases can be staggered over the planning period to generate increased interest in the event. The critical path is ascertained to ensure continual and growing interest in the event. what. Tips on Writing a News Release  Make sure it is released at the right time for it to be picked up by the media.  Have all contact details in it and the date. interested people and opinion leaders . feeding the chooks.  Put who. the ideas prioritized and the story angles determined. These publicity items are then placed into an overall promotion schedule. editor or producer is contacted to ascertain the exposure potential of the item. Milestones such as important editorials at critical times can also be established.

 Identify any media talent associated with the event and give their contact details.  Make sure all the spelling is correct – particularly sponsors and main participants. The media launch is used by most large festivals. What is the Media Kit?  Press release including the 5 Ws  Press ready photos or video footage  Event program  Sponsor information  Interview possibilities. Pitch it at the correct level: who will write the story and who will read it. times and contact details of any ‘stars’  Press gifts such as complimentary tickets. Television requires special facilities such as access. The database can be 6 . If the launch takes place in an interesting area. it is the relations that the event manager develops with the media that can create interest in the event. The basis of direct marketing is the establishment of a data bank and a strategy to best reach those individuals. power and transmission links. Networking is possibly the best way to develop this rapport. If the manager does not have time or the inclination to do this then the event organization should consider hiring a PR company. although it can be used by 'boutique' events that target a specific audience. Direct Marketing This is delivering the promotional message straight to the interested individual.finding out what they want and how best to supply it. it can be used as an opportunity to take photos and record interviews. The mail out is the most common traditional method. invitations or smart hooks Although PR involves the event's relation to the public. It implies developing a rapport with the media .

can be an inexpensive way to promote the event. It transfers the some of the cost to the customer. a web site can be used to distribute photos and press releases. The ticket sales generate over one million dollars. Hospitality As part of the promotion tool kit. Their promotion strategy is just word of mouth. The effectiveness of direct marketing can be seen in the Port Fairy Festival in southern Victoria. The site can give real information. An annual event. The advantage is that the site can also capture enquiries and be a point of sale for tickets. Used in conjunction with a other elements of the PR campaign. Each person who comes to the festival is given the first rights to buy a ticket. The current movement towards virtual reality sites can give the potential attendee a view of the event.000 on their promotion. inquiries. PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA The problems associated with traditional media that has been used for satisfying marketing needs discussed in the previous section are listed below: 7 . A tour of the site can be an effective way of promoting the event. point of sale information or just by asking the participants if they would like to receive information on other similar events. The special event or festival has to promote itself to the sponsors. hospitality can be powerful. The tickets are sold out five months before the festival begins. Word of Mouth Bill Hauritz of the Woodford Festival in Southern Queensland estimates their advertising budget at less than $1000.created from previous events through competitions. This has built up a loyal following. The Festival has an overall budget of half a million and only spends $6. such as the program and map. The diner for sponsors. they have concentrated on the quality of their program and site. for example. guest books. Web Sites The latest and increasingly popular method of promoting an event is to create a web site.

The increasing no. Event Marketing fits under promotion in the marketing mix. print and other media. of programs have led to fragmentation of the viewer-ship. Media planning has become more complex and therefore the need for increase the effectiveness in terms of tangible impact which can be instantly evaluated has risen. personal sales.it is a complement. public relations. 5. advertisers are demanding the beat return from every ad-rupee spent. Hence.1. This has given rise to a need for avenues. 8 . Other marketing tools that goes under this section are advertising. Proliferation of low intensity television viewers who view a little of each channel leads to the need for capturing the full attention of the target audience. Event Marketing is not a substitute for any of the other components. people. which provide exclusivity to the sponsor while not sacrificing the benefits of reach and impact. RELATION BETWEEN EVENT MARKETING AND THE 5PS The five Ps of marketing: product. price and promotion play an essential role in Event Marketing. 3. Kotler describes the organization’s marketing mix as controllable variables that are mixed so that the organization gets the response that they are asking for from the target market. It takes an imaginative mix of all the communication tools available to extend the impact of the event. of TV channels and the greater no. Too many advertisements have led to a cluttering on T. direct sales. place. Media cost inflation – Due to rising inflation which has been eroding the advertising budget. Proliferation of various media channels. sales promotion. 4. 2. therefore the requirement for intelligent media buying.V. and sponsoring. the need for narrow-casting of campaigns to the sharply defined target audience. To successfully use Event Marketing the marketer must understand how Event Marketing fits together with the other parts of the marketing strategy.

Event Marketing If an organization uses Event Marketing. during. savvy event marketing professionals are therefore focusing the majority of their efforts and budgetary spend on lead generation tactics such as trade shows. EVOLUTION OF EVENT MARKETING From its origins in event planning. and after the event. An example of this could be how a car producer can have advertisements to inform about a new car launch. and then use events to get people to test drive the new car. and then follow up with direct marketing with a discount coupon.Fig: Marketing Mix vs. they still need to use the other parts of the promotion mix before. Not surprisingly. and image building. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. While it is important to garner leads. One of the main advantages with Event Marketing compared to the other channels is that the objective can both be direct sales. depending on how it is used. the event marketing industry has seen great growth in the last five years and has consistently been one of the most effective tools that marketing professionals have at their disposal in terms of making a tangible connection to current and potential customers. marketing and specifically event marketing professionals 9 .

specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction.cannot lose sight of the fact that the sales cycle only begins at lead generation and that current and prospective customers must also be nurtured even beyond purchase. EVENT MARKETING An event is a live multimedia package with a preconceived concept. Companies can benefit tremendously from the deeper event marketing touch points that promote nurturing such as proprietary conferences that provide a controlled environment for delivering messages and closing business. EVENT S REACH LIVE INTERACTION Right Communication WITH from the client Live Audienc e CREATES Desired Impact Fig: Events Definition In-Short 10 . The nurturing process will allow the customers to more effectively be funneled into the subsequent stages of the sales cycle thus creating greater opportunities to develop into repeat customers. customized or modified to achieve the clients objective of reaching out and suitably influencing the sharply defined.

In that case the product is advertised through banners and media and even door to door canvassing. Marketing plays an important role in pricing and negotiations as well as identifying opportunities to define and retain event properties by gathering marketing intelligence with regard to pricing. its positioning and values. KEY ISSUE FOR EVENT MARKETING The Human Dimension A key issue for Event Marketing is having the right human resources communicating the brand values. Sometimes it could be an event like an award ceremony. timing etc. The human dimension of Event 11 . From the model it is evident that an event is a package so organized has to provide. identifying the target audience and liaison with the creative conceptualizes to create an event for a prefect mesh with the brand’s personality. keeping the brand values and target audience in mind. Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client. This is the way publicity and promotions work. which is to be shown on television and different companies make a beeline for sponsoring their respective products in the due course of the programme. understanding what the brand stands for. ideally event marketing involves simultaneous canvassing and studying the brand prints. Effort is taken to ensure that people sit up and take notice of the event. In fact. The importance of having people working that truly understand the brand was emphasized by almost all the interviewees.This is a diagrammatic representation of the above definition. A product launch for example requires a sales promotion campaign either before or after the launch. 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. reach and live interaction between the target audience and the client to achieve the desired impact.

which requires new behavior and this behavior is positive. all members and functions in the organization must not only be market orientated in general but also market orientated in combination with the brand values. it is most likely that she will repeat the behavior in a similar situation. the consumer is making one of his/her biggest investments. interpreting and understanding. she will not change her way of acting. is characterized by her context. What makes the 3D advertisement more unique is adding a human dimension. It is as important to win a distinguished and distinctive place in the perception of a company’s actual and perspective customers. interaction serves as a great function. as it is the same with the employees. However. However. where high involvement decisions are taken and more reliable information is needed. the consumer is more sensitive and might require more than one-way communication to convert to another brand. by placing someone who is familiar with and can communicate the company brand and product. Since it is the human dimension that adds the value to a customer/prospect in an event. Several interviewees supported this when mentioning that there has to be a match between the individual values and the company values. In the capital goods industry. but in the future the company “brand” will have to encapsulate and communicate what an organization is and what it stands for. When buying a car. especially for highinvolvement purchases.Marketing is what creates the uniqueness to the brand in an event. Therefore the manager must change the interpretation of the brand. One crucial factor might be the 12 . It is a common fact that people are different and cannot adjust to all situations. The Human Context To add a human dimension might sound an easy solution in order to communicate the brand identity. if she is put in a situation in which she has to experience a new way of acting and if the experience is interpreted as positive. Everything the human being experiences will affect the way she interprets situations. since she. Unless she experiences a situation. Most managers today only see the brand as the company’s logo and corporate identity program. the human being is rather complex in her way of learning.

and Kotler and Armstrong (1993) view internal marketing as the building of customer orientation among employees by training and motivating both consumer contact and support staff as a team. “that internal marketing builds service quality”. Integrated Organization When working with Event Marketing it is important to have a well-integrated organization. By learning how different components in a system interact will increase the understanding of how the entire system works. since they are not teaching the employees. Match The Event To Your Market Choose the kind of event that appeals to your target market suits your product’s image and fits your marketing objectives. Since we are a part of this network. It is the individual’s perception of the current situation together with how he/she translates the added values to fit to that specific situation that will help or not help the company. which can help us. rather they are persuading how great the business idea of the company is. Understanding just one component by itself that is isolated from the others will not be enough. therefore we agree. If your have a technical product. sports sponsorship may be the avenue for you. understand and influence the entire patterns in an organization. Internal marketing can be defined as selling the firm to its employees. we most often only see specific components and are puzzled by that we cannot find good solutions to our greatest problems. If your product is an up market one.individual’s ability to learn. System thinking is a term that contains knowledge and different tools. you are looking for reach and you are selling a low cost product with wide general appeal. These definitions might be too static. since the individual must not only understand the added values in the brand identity but also learn to interpret the different situations that might occur during an event. for example. If. and combine the behavior to the specific situation. artistic events could suit you better. science-type sponsorships would be possibilities and if your main aim is to be seen as a 13 . A company itself is a complex system that is connected by a series of contacts and the components in this system are highly integrated.

really. offer sample products (give-always). This tends to create clutter of product launches. of launches also leads to need to overcome the “ooh-yet-anotherproduct” syndrome. To convey this via traditional modes of communication to the 14 . films. fail to provide any guarantee of reaching a targeted audience. The meteoric history of event marketing is based in sports marketing. such as retail outlets. WHY EVENTS 1. music and arts represents a combined 35 percent of event spending as compared 45 percent for sports-related events. It is a commercial relationship and the entire better for it. Meticulously planned events for the launch of a product/brand seldom fail to catch the attention of the target audience. Presentation of brand description to highlight the added features of product/services Sometimes technological changes pave the way for manufactures or service providers to augment their products. of brand/product are launched every month. and build strong relationship with various channels of distribution. to name three. and tangible pitch to consumers. put your sponsorship money into good causes. Charities go out of their way to meet both their own fund-raising needs and the profit requirements of the firms they team up with. emotional. The large no. Charities need funds. Similarly innumerable new music albums. AIDS research is another one. the Red Cross or the environment. etc get released periodically. The need to therefore catch the attention of the target audience at the time of launch becomes very important. Brand Building Creating awareness about the launch of new products/brand Enormous nos.good corporate citizen. which show their worth in extra profit. In fact. Event marketing also continues to thrive as traditional advertising rate skyrocket and. Event marketing provides a cost-effective approach to making a more hard-hitting. The Children’s Hospital. It also gives companies the opportunity to cross-promote (promote with other companies that have related products or services). and the businesses need promotions.

other premium brands would like to associate themselves with the same audience so as to benefit from the rub-off effect. And events offer the best medium for such a focused approach. By the time the product reaches its maturity/decline stage. It helps in generating feelings of brand loyalty in the products’ end user by treating them as royally as possible. while at the same time maintaining the customer base is felt. By becoming the official sponsors of Australian 15 . Creating and maintaining brand identity Australia-based Foster’s Brewing Group’s Asian subsidiary in its plan to launch its bear brand Foster’s Lager in India choose the game of cricket – in which the Aussies are known as the best team in the world. IMTEX. events can be designed to assist in changing beliefs about firms/products/services. is an event used by most machine tool manufactures to explain and highlight the new and improved features of their product. the need for cutting down the budgets associated with the media campaigns. as well as build and maintain a premium image for themselves. In other words. the Industrial Machine Tools Exhibition. Helping in communicating the repositioning of brands/products Events help in repositioning exercises to be carried out successfully. small merchandisers get to do business with the Citibank customers. Here Citibank acts as the event organizer and small merchandisers acts as participants so that they can associate the personality of their products with the personality of Citibank customers.existing and potential customer base may sometimes be futile. Hence. Helping in rejuvenating brands during the different stages of product life cycle The massive amount of money that is spent during the introduction stage of products gets drastically reduced over time. For Example. Special service camps of exhibitions are the perfect events that provide the opportunity for a two way interaction and error free communication. Associating the brand personality of clients with the personality of target market Citibank is an elite bank where people do banking with pride. An exhibition-cum-sale event organized exclusively for Citibank credit card holders.

Image Building Over and above the brand identity that a company encourages. exclusively for the owners of their four wheelers. events such as The Great Escape conceived by Mahindra and Mahindra. to let owners experience the thrill of four wheel driving. but also the product. the Armada. and lets the participant experience the high. Fig: Constructing the Brand Value Chain 16 . M&M charts out an off beat route that emphasizes the difference between normal and four wheel driving.cricket team on its India tour. brotherhood. Coke is associated with Olympics since 1928. standard of excellence and fun. Foster’s hoped to achieve its goal of brand identity building and positioning itself at the premium end of the market. one feels when steering and navigating an Armada. are an attempt to build a specific image of not only the corporate. the rationale behind this is similar values and ideologies: International peace. 2.

often for computer hardware and software.TYPES OF EVENTS 1. The aim of promotional events is generally to differentiate the product from its competitors and to ensure that it is memorable. 4. Success is vital. states and throughout the nation. This includes musical concerts. perfume. The media is usually invited to these events so that both the impact and the risk are high. Meetings & Exhibitions The meetings & convention industry is highly competitive. Entertainment Arts and Culture Entertainment events are well known for their ability to attract large audience. 17 . They attract international sports men & women at the highest levels. 5. Many conventions attract thousands of people. Sporting Events Sporting events are held in all towns. Festivals Various forms of festivals are increasingly popular providing a particular region the opportunity to showcase its product. Most frequently they include product launches. movie releases and mahurats etc 3. whereas some meetings include only a handful of high profile participants. alcohol or motor cars. The audience for a promotional activity might be sales staff such as travel agents. cities. 2. celebrity performances. Religious festivals fall into this category as well. Wine and food festivals are the most common events falling under this category. who would promote the tour of the clients or potential purchasers. Commercial Marketing and Promotional Event Promotional events tend to have high budgets and high profiles.

8. KEY ELEMENTS OF EVENTS Organizer Event Infrastructure Venue EVENT Target Audience Media Client Fig: Key Elements of Event Marketing 18 . speeches and even entertainment. roses. revenue. Potatoes.6. The effort in the organization required for these events are often underestimated. Funerals are increasingly are becoming big events with non traditional coffins. As their general aim is raising funds. wild flowers. Fund Raising Fairs. 7. Miscellaneous Some events defy categorization. walnuts. horses. anniversaries. rather than reduce. which are common in most communities. Family Weddings. it is important that rides and other such contracted activities contribute to. are frequently run by enthusiastic local committees. dogs. divorces and funerals all provide opportunities for families together. It is important for the event manager to keep track of these changing social trends. teddy bears all provide the focus for an event organized in United States.

particularly large trade fairs. 19 . road shows which move around the country’s many secondary markets will also be significant income generators for some business media firms. models taking part in the competition and other performers during entertainment slots such as well known classical musicians. are underdeveloped as a result of poor infrastructure outside Delhi.e. Smaller. traveling events.Event Organizers Femina with Fountainhead: Event Support Banyan Tree: Arrangements for classical music performance Hemant Trevedi with assistance from Noyonika Chatterjee: Choreography and Direction Omung Kumar Bhandula for Opus Planet Construction: Sets Event Infrastructure  Core Concept: Search for new top class modeling talent through a contest and pageant interspersed with entertainment. Importance of Infrastructure Indian business events..  Core Talent: Physical looks and proportions. Shafat Ali Khan and popular music by Sweta Shetty and Stereo Nation. this will generate a huge opportunity for business media companies. New exhibition and convention centers developed in Chennai and Hyderabad will help spur the industry’s growth. Pt. Shiv Kumar Sharma accompanied by Ustad.  Core Structure: Annual event of beauty pageant. If a new facility of international standard can finally be built in Mumbai.  Core People: Participants i.

Event Venue The two types of venue are as follows:
 In-house Venue: Any event that is executed within the premises of the company

or institution or in the private homes or proprieties belonging to the client is called an in-house venue. The use of such venue is reserved for the employees of the company or the residents of the campus. Most in-house venues do not need to be paid or even if a payment is involved, it may be open for favorable negotiation. The main advantage of in-house venue is the huge saving in the costs incurred in hiring the venue.
 External Venue: Any venue over which neither the client nor the professional

organizer have any ownership rights is called an external venue. These are venues open for the general public. Example: Hotels, Stadium etc, etc… Importance of Event Venue Events are venue driven. They help in increasing the customer traffic. Festivals such as Valentines Day or Holi sea venue playing the clients’ role for the event organizer. Venue has a say in the very feasibility of a event concept.

Example of Key Elements of Event:  Event L’Oreal Femina Elite Model Look’98  Venue
 Shoot location: The Retreat, Marve  Official Host: Taj Mahal Hotel

 Target Audience


Youth and Family though with a younger mindset or young at heart.  Media
 Pre-Event: Magazines and news papers to inform about event and call for

entries with entry forms in them.
 Electronic Medium: TV and FM Radio to inform target audience about

event coverage, date & time.
 During Event: Live coverage on DD2 for widest coverage.  Post Event: Re-telecast on Star Plus.  Interviews and appearance of winner on shows sponsored by L’Oreal on

the electronic media.
 Report on the event in the print media.

 Clients
 Main Sponsor: L’Oreal  Gifts Sponsors: Onida, Siemens, Bosh and Lomb, Global Tele-systems,

Akbarallys Department Store, Trussardi, Catwalk Shoes, Estelle, The Orchids, Lakme, Sony Music.
 Ground Transportation: Adarsh Rent-a-Car – an H.B Kedia/Anil Kedia

 Communication Convenience: Global Tele-systems  Beverages: Coca-Cola





IDEAZ Solution is a complete event management company which creates unique corporate events, impressing, entertaining and delighting all who attend! COMPANY VISSION STATEMENT
“IDEAZ Solution is an Event Management, Function Planning and Event Decorating Company, passionate about the industry. Creativity and Professionalism are the fundamentals of the company and drive the Staff to strive towards excellence in this field”

“Our mission is to help our clients develop a clear vision of what they wish to achieve, and to create and execute a complete solution that brings their vision into reality—using proven strategies, innovative ideas, limitless resources, and professional expertise in the event management and function planning industry. As event managers, our goal is to create events that dazzle, delight, and "wow" in every possible way.” IDEAZ is an event management company. We organise all types of corporate events parties, conferences, team building and incentive programmes - with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. We tailor each event to match your brief this means your visions come to life and your objectives are met - every time. We plan parties, conferences, teambuilding and incentive programmes with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. From a Champagne celebration in Chelsea to a Murder Mystery in Monte Carlo or a Conference in Conneticut, we have the answers,

and venue finding services all at your fingertips. Corporate Events that exceed your expectations! Event management. caterers and entertainment acts is second to none and their event management skills are outstanding. conference organisation. prompt and efficient.expertise and knowledge to create it for you. Costing involves calculation of the cost of production and safety margins 3. etc 5. green events "I have received a consistently excellent service from IDEAZ for the past three years. Customer service is also clearly imperative to them and I have always found them to be extremely friendly. Conceptualization of the creative idea/ambience 2. budgets. customers and networking components 4." -SOE EVENT MANAGEMENT AS A PROMOTIONAL TOOL EVENT DESIGNING 1. Customization of the event according to brand personality. team building. The team's knowledge of venues. Canvassing for sponsors. Carrying-out involves execution of the event according to the final concept 24 .

It draws its origin from the Hindu 25 .Initial Canvassing Concept Conceptu ali-zation Customization Costing Final Concept Carry-Out EVEN T Fig: Event Designing Concept Example:  Event  Event Category  Event Organizers : Holi : Fairs & Festivals : A2Z Events  Core Concept of Holi It is a celebration to mark the onset of spring and the harvest season. It’s a symbolic gesture. celebrating good harvest and fertility.

7 lakhs : Partially sponsor and partially ticketed  Initial Concept For Holi 2000 A2Z wanted to repeat the previous year’s event ad verbatim  Costing Costing for Holi 2000 worked out to Rs. of Audience  Ambience  Costing  Event Type : RANG BARSE : Mumbai : Parking lot of an amusement park : 1997 : 2 Days : City dwelling families : 1500 : Rural Mela : Rs. The leads generated through canvassing for sponsors and negotiation with venue owners gave a strong impetus and indication of success for a particular variation. A leading soft drinks company could be persuaded to fully sponsor the event.  Background  Title of the Event  Place  Venue  Year  Duration  Target Audience  No. 10 lakhs Canvassing Many corporates were approached with the initial concept to sponsor the event.Mythological event in which Prahalad emerges unscathed from a fire arranged by his father King Hiranyakashyap and aunt Holika to kill him. 26 .

It was also decided to use the event coverage as software for future use by the channel. The interaction revolved around a popular VJ anchoring the show and except for dancing. channel. of participants. The initial concept needed to be changed from a family oriented event to a youthful event. and attendees are the receivers. In the definition of Event 27 . The source is the organization. Final Concept and Carrying Out Constraint of budget and specific requirement of the client changed the initial concept of a two day program to a 3 hour forenoon program titled “HOLI GYRATIONS 2000”. the channel could be the event. The show was fully customized to give pre-dominant importance to the sponsors’ colors viz.Customization The target audience of the soft drink company was pre-dominantly was fun-seeking youth. Now the event was fully sponsored show for a single sponsor with invitations to a limited no. red and blue. Those elements include source. there would be hardly anything else actually happening. The carry out stage gets completely taken over by the music channel. COMMUNICATION EFFECTS OF EVENT MARKETING Communication is the process of moving a message that includes different elements. The direct communication with the customer is one of the main advantages with Event Marketing compared to other marketing channels. receiver and the process of encoding and decoding. The budget was needed to be drastically reduced to Rs. 2lakhs per center and the event was to be simultaneously conducted in 5 locations spread across the country. the message could be a new car launch. and thereby influence the effect it has on the customer. The carry out stage involved being exceptionally careful and prepared for eventualities such as hazards of drunken misbehavior of the youth even though liquor was not allowed inside the venue. message. The program essentially revolved around a color rain dance and color blast for young people with coverage on a popular youth oriented music channel on the television. A problem many marketers have is to make sure that the noise that can disturb the message going from the sender to the receiver does not interfere with the message.

Some researchers say that in the future. The third dimension is the intellectual dimension and it regards the relevance of the event for the customers. An example of this in the car industry is the test-driving of new cars. The first one is the emotional communication method. When the customer gets a feeling from a product. how to get the three prior dimensions into action and to inform the customers through all marketing channels. customers will not buy just the product. he/she is informed of the value of the product. where the organizations try to get closer to the feelings and emotions of the customers. 28 . but by touching the customers’ emotional feelings. the event and the character. it is said that “an event is an activity that gathers the target group in time and room. Fig: Communication Process in Event Marketing Event Marketing is marketing communication in four different dimensions. They do this not by “pushing” their products at the customers. The fourth dimension is the spatial dimension. The Event Marketing is a form of “pull” marketing. but the meaning. The second dimension touches the customers by involving them in activities.Marketing. which in turn give the customers the possibility to create their own value for the product.” This means that the event is eliminated from the noise.

Such events have a broad based character and high media coverage.: Reach Interaction Matrix Amongst the various categories corporate interest have been concentrated on competitive events. Competitive events are closely followed by events for artistic expression. RETURN ON INVESTMENT Solely coming up with the sponsorship fee (cash expenditure paid out to be associated with the event) for a specific event is not nearly enough of a guarantee for tangible business results. especially so on cricket in India. The need to leverage the maximum benefits of the sponsorship is of the 29 . special business events. This implies high reach and added excitement through live coverage on various popular channels. Post-event benefits trough highlights aid in the event recall over and above the normal benefits that an event can offer. RA H EC INTERACTION Hh ig High E h itio x ib n C ltua u rl S e ia B sn s p c l u i es Lw o Low Cme e o p titiv C aita le hr b Atis r tic Fig. each category can be designed in such a way as to change the degree of reach and interaction. However. then by exhibitions. cultural & charitable events in that order for popularity with event-savvy sponsors. The fact that interaction is given short shrift is an anomaly that needs to be corrected.REACH INTERACTION MATRIX The reach interaction matrix summarizes the generic characteristics of each of the category to enable a bird’s eye view on events.

highest priority.  Pre-Post Show Surveys Often used to measure less tangible variables like brand awareness or perceived competitive positioning. the sponsorship fee is just a mere ante. Pre-post surveys are effective in measuring changes in variables such as:  Brand awareness  Memorability or recall of key messages  Attitude or image change  Message impact  New product consideration  Audience profile 30 . and then sample another batch as they are leaving the exhibit hall toward the end of the event. on-site signage. a survey can help you understand the reasons why the business event performed the way it did. and myriad multilevel cross-promotions. surveys are a frequent choice for evaluating results. and you must budget to properly exploit the product that you have just purchased. Leveraging your sponsorship includes an integrated marketing program involving product sampling. Even if you use lead generation forecasts or gross margin from show sales to measure ROI on an event. As a rule. Too many companies spend the big bucks to get into the event marketing business and then never do anything with it. Quantitative In the world of trade shows and corporate events. this can be accomplished by spending at least two or three rupees per rupee invested in the sponsorship. event logo usage. pre-post surveys sample a group of attendees on their way into the exhibit hall at the beginning of the trade show. In other words. ROI MEASUREMENT TOOLS: 1.

an exit interview can be helpful. and requests that they answer some quick questions. or the group that participated in a certain activity at the business event. is that it allows mid-course correction of any problems uncovered. Surveys typically support the following event objectives:  Perform detailed reporting and benchmarking of the attendee profile  Obtain feedback on your exhibit’s ability to attract and communicate with highpotential prospects  Benchmark your performance against the competition 31 . you may want to survey the entire attendee population. when done early in the business event. Depending on your information needs. Booth Exit Interviews To measure the immediate effectiveness of the booth and attendee experience there. An interviewer intercepts visitors on their way out of the booth. Exit interviews can explore such areas as:  What prompted you to visit the booth?  Were you treated well by the staff?  Did someone approach you right away?  How useful was the product demo?  As a result of your visit to the booth. especially for exhibitors using a sizable booth footprint. how likely are you to add the company to your short list of considered vendors? One of the big advantages of the exit interview. the people who visited your booth.  Post-Event Surveys Contacting a sample of show attendees to ask questions about their experience is another method of evaluating trade show and corporate event results.

signage  Competitive comparisons  Which products are most effective to exhibit or demonstrate  Effectiveness of promotions and premiums  Audience attendance/experience at other trade shows 2. design. Following are a few of the more beneficial qualitative approaches. Staff feedback forms can be used for continuous improvement in 32 .  Mystery Shopping If you’re looking for an objective means of analyzing your booth’s effectiveness. Many trade show consultants offer this service. Provide clues as to the value of your investment in events compared to other elements in the marketing mix Post-show surveys can be used to explore such issues as:  Audience quality  Audience motivation for attending the trade show  Attendee activity at the trade show  Strengths and weaknesses of your exhibit. and a rich source of data on most elements of interest. while not projectable to the entire population. Qualitative Tools: Qualitative metrics. staff. consider hiring a professional evaluator to “mystery shop” your booth and assess the experience from the point of view of a customer or prospect.  Staff Feedback The booth staff is your first line of customer contact. can be helpful in assessing your performance.

placement. Make a list of key accounts. and make other comments. exhibit effectiveness. 33 . Ask them to check off any who were engaged in conversation. visitor experience. Assign competitive sleuthing duty to several of your booth staff and other company attendees. Provide them with a form to fill out that covers such items as booth size and location. Such comments as “Booth was crowded.” and “Felt light to me” can do more harm than good. staff size.  One Word of Caution Don’t rely too heavily on informal feedback from booth staff and senior management when assessing the value of the trade show. Distribute the list to booth staff and other company representatives at the trade show. speaking. Subsequent analysis of customer spending correlated to contact points can often then help identify the relative importance of the trade show visit in helping to secure orders from specific customers. products featured. KEY ACCOUNT OR KEY PROSPECT ANALYSIS Keeping track of key account attendance can be an important success metric. noting which were invited in advance by the sales team to visit the booth or attend a business event. if possible.training. or sponsoring events. etc. especially at trade shows where you expect a relatively high level of current customer attendance. Competitive Analysis Assessing the presence of the competition is best approached qualitatively. Check the trade show guide to see who among your competitors is exhibiting. and other marketing tactics during the trade show.” “Mostly junior people.

when. what. and how much questions of the company:  Who are the target buyers?  What sources of uniqueness or positioning in the market does your product have?  Where will you implement your marketing spending plans? 34 . where.Fig: Business Event Objectives and Associated Metrics HOW BUILD A SUCCESSFUL BUSINESS PROMOTION AND MARKETING PLAN A good marketing plan summarizes the who.

For example. The major elements of a marketing plan:  The situation analysis describes the total marketing environment in which the company competes and the status of company products and distribution channels. the reasons why it is unique or compelling to buyers.  The marketing strategy section provides the company's marketing strategy statement. marketing spending strategy with advertising and promotion. the unique positioning of the company and its products compared to the competition. it may contain a summary of quarterly promotion and advertising plans. timing. what level of sales will be achieved. and possible R&D and market research expenditure strategies. along with a discussion of key issues facing the company. and share or shipment goals for each program.  The goals and objectives section outlines major company goals and the marketing and financial objectives. summarizing the key target buyer description. and profits will you achieve? The financial projections contained in your business plan are based on the assumptions contained in your marketing plan. competitive market segments the company will compete in. with spending. When will marketing spending plans occur?  How much sales. 35 . price strategy versus the competition. The sales and marketing plan outlines each specific marketing event or action plan to increase sales. spending.  The opportunity and issue analysis analyses the major external opportunities and threats to the company and the internal strengths and weaknesses of the company. and how and when advertising and promotional expenditures will be made. It is the marketing plan that details when expenditures will be made.

For example. Remember marketing is the face you show to public. with spending. and share or shipment goals for each program. highlighting uniqueness and quality of the product. Marketing is becoming an ever important tool in the present competitive scenario.  Send news releases about your products and your business to local papers. it may contain a summary of quarterly promotion and advertising plans.  Get on the Internet and connect to the world with your own home page. on a topic related to your product or service at appropriate fora. Check the content and layout before releasing an advertisement or distributing pamphlet. tell what your product or services can do. 36 .  Take out an ad in a publication of a local group. bookmarks or pens) that are useful and give details of your business. newspapers. Some of the ways to market your product or service are  Write letters (on issues and news items that have SOME relation to your business) to the editors of local papers.g.  Offer to make presentations.The sales and marketing plan outlines each specific marketing event or action plan to increase sales. but don't promise what you can not deliver.  Have give-aways (e. or other publications which might welcome an article written by you. radio and TV shows. timing.  Keep your eyes open for "specialized" newsletters.

Developmental Strategy 37 . the maintenance strategy provides reasons to carry out activities that maximize available advantages. The event company here can well afford to be aggressive knowing very well that it has the relevant strengths to back its claim on the opportunity. en Liq id tion e u a . every activity gets focused on maintaining the winning edge and the lead over competitors. This is the perfect position to be in. R etren chm t. tc Fig: SWOT Based Strategy Matrix Maintenance Strategy Arising from a situation of strength and favorable opportunities. Beyond this.STRAGEGIC ALTERNATIVES: STRAGEGIC ANALYSES THREATS OPPORTUNITIES IN E N L T R A SRN T S T E GH M in n n e S te y a te a c tra g U in com an tiliz g p y ’s stre g s n th to tak m x um e a im ad tag of o o n van e pp rtu ity ALTERNATIVES ARISING FROM ENVIRONMENTAL WA NS E E K E S S D v lo m n l S te y e e p e ta tra g M im e O p rtun s ax iz p o itie b m im ingw n sses y in iz eak e EXTERNAL P -E p e S te y re m tiv tra g M axim ing stre gth iz n s a d the usa to n ir ge o e m thre ts v rco e a S rv a S te y u iv l tra g M im in b thw ak e s and in iz g o e n sse th reats b con e y sid ring op s tion su as: ch Join V tu t en res.

This can be called a developmental strategy where one tries to make the most of the opportunity by not giving in to weakness. which can lead to more detailed and in-depth strategic alternatives. This strategy gives license to take decisions like leasing one’s soul to the devil if only with an intent to retrieve it later.To gin advantage of potential opportunities while not having sufficient strengths calls for gaining a winning edge by using tactical retreats where irrelevant yet not giving up. STRATEGIC ALTERNATIVES ARISING FROM COMPETITIVE ALANYSIS Further to the strategy from the environmental analysis a mapping of event concepts can be used as a variable component along with decisions on facing competition. Pre-emptive Strategy This strategy is usually used by entrenched market leaders on new entrants on their turf. In plain words. This is a very powerful and aggressive strategy as it requires foresight to fully understand the threats looming on the horizon. which attacks relevant opportunities in such a way as to cover up on inherent weakness. Potential threats are nipped in the bird by exercising the full power of the company’s strength. Analogy here could be from the game of test cricket where a side that knows victory is impossible also knows that it can ward off a defeat by trying for a draw. it allows one to make drastic decisions in the face of harsh environment. Survival Strategy This strategy is used to ensure that the company is alive for a battle on another day when it will have the requisite strengths to grab its share of opportunities in the market. 38 . Selecting which one to tackle requires careful study since some points of strength could get eroded if used unnecessarily. It requires passive and defensive strategy.

39 .E E T C N E TS V N O C P U E E IS G S X TIN COMPETE C E TE N W R A E COMPETITION S te us nanc S e trateg y M ag critical su an e ccess factors m effectively ore R buttal S te e tra gy R ond to n in esp ew itiatives b y com etition w a sim m p ith ilar ove AVOID HEAD -ON CONFLICT V nture S teg e tra y A com lishm nt S teg c p e tra y R elative su eriority p E loit com etitor xp p ’s w eakn ess M im e u b efits b u g ax iz ser en y sin p b ath reak . Rebuttal Strategy If the competition forces new concepts first than the rebuttal strategy should be used. It becomes essential that the event company manage its resources and advantages in terms of CSFs that have been identified with greater efficacy. The disadvantage lies in the fact that the first mover advantage is lost. Competition Matrix Sustenance Strategy This is a strategy to be used when faced with no options but to take on the adversary with the existing arsenal of event concepts that may be out dated or still current but nearing the end of its life cycle. In this. the event company can launch its own new concepts of a similar vein and regain its dominant position by aggressively promoting the same as a better alternative. -à-vis Fig: Concept vs. trend setting ing in itiative to take a lead vis s com etition b b g first in th p y ein e m arket. This way the education of the market about the new concept is left to the new competition and an advantage gained is that market reaction to certain new concepts is fore known. Successful concepts need to be brushed up and revamped to meet customer expectations in the face of competitive offerings.

essentially says that stick to the winning concepts and exploit the fact that competition cannot offer a similar quality concept and thereby wants to avoid a head-on conflict by itself.Accomplishment Strategy This strategy is viable when an existing concept is doing better than any of the competitors’ equivalent offering. This is a double-edge strategy in that failure is as devastating as the benefits of a successful launch. STRATEGIC ALTERNATIVES ARISING FROM DEFINED OBJECTIVES E E TC N E T V N OCPS E IS IN X T G EXISTING NW E CLIENTS R T INC IE T EA L NS IN R A E P O U T IT C E S R D C IV Y O C IE T F L NS NEW IN R A E P O U T IT C E S R D C IV Y O C N E T F O CPS M R E DV L P E T A KT E EOM N Fig: Client/Concept Fit Matrix 40 . Venture Strategy This strategy envisages making use of the first mover advantage by creating new concepts ahead of competition thereby creating niche markets. By maximizing user benefits and creating path breaking trend setting concepts the event company positions itself to take a lead vis-à-vis competition by being first in the market. therefore. The danger here is that competition may use any of the other strategic alternatives available to a challenger to combat the situation. This strategy. This may even involve a re-definition of market segmentation.

Similarly by offering an existing event to a new client. This model deals with the strategic options available by playing off objectives relating to market development against growth in competition. Therefore. CLIENTS EXISTING EXISTING NEW COMPETITION Enrichment Strategy Predatorial Strategy NEW Retaliatory Strategy Proactive Strategy Fig: PREP Matrix 41 . The basic strategic alternatives here revolve around whether the objective is to retain customers or market development.The above matrix provides options that event organizers have an offer in terms of concepts and their market. a strategy of increasing productivity of the event concept can be followed. By offering new concepts to a existing customers. events as a business proposition for corporatisation is relatively nascent in nature. PREP MODEL This framework has its roots. These objectives further lead to the strategic options of achieving them either to customization or new concept development. in the fact that. a strategy of increasing business from increasing clients can be discerned. the concept of strategic perspective to growth through and along with clients is a major decision to be taken by an event agency having major growth plans.

42 . Predatorial Market Development Strategy If the development of new clients from existing competitors is the need of the situation then the event company would be adopting this strategy. Every event category has its own special environmental and competitive structures. This strategy involves taking action aimed at retaining its existing clientele and potential client base.The above matrix provides the choices before the event company when it comes to a trade off between clients and competition in terms of assigning priorities in decision making. Enrichment Strategy In a market situation where the event company is forced to compete fiercely for retaining its market this strategy is followed. Retaliatory Strategy This is basically a defense mechanism wherein the event company tries to defend it self from preditorial strategies of essentially new entrants. It is used where the need to maintain an improve the quality of service becomes predominant. Pro-active Strategy The event company here can explore new client bases and stretch the limit of its concepts across untried event categories. This is essentially an offensive through focused strategy wherein clients of other event companies are targeted.

. a company needs to Fully 43 . Events based on time can be divided into pre-planned i. Return Matrix The above matrix considers two of the most important risk factors as well as the degree to which it can affect the events company – Planning Lead Time and Type of Finance. events carried out after thorough planning with enough time for taking conscious decisions and ad-hoc events i. APPLICABILITY Differentiation and Focus in Event Marketing Event Marketing has several advantages with multiple purposes. For example. On the basis of finance. the gradations of which can vary from zero risk to very high risk. those that are taken up on the spur of the moment.e.e.RISK VERSUS RETURN MATRIX Type of Finance for Funds & Revenue T e im Fully Sponsored Ticketed Sponsored & Ticketed P -P n e re la n d A -h e d o L R ow isk A red R rn ssu etu s (can ch e ex arg tra sin ch ces of ce an failu a h ) re re igh H hR ig isk A red R rn ssu etu s to co ver c osts b t u low r ch ces of e an p rofit V ery H h R ig isk V less tim to ery e en re reach su C an h ces of failu re & loss are h igh Z ero R isk A red R rn ssu etu s Partially M ediu R m isk A red R rn ssu etu s to cover c osts + ch ces of loss an a lo re w H hR ig isk C an h ces of h igh p rofits w eq al ith u ch ces of lo an sses Fig: Risk vs. events can be fully sponsored.. Each decision carries with it an element of risk. which normal marketing media do not have. when advertising in a magazine. fully ticketed or partially ticketed and sponsored.

ADVANTAGES OFFERED BY EVENTS As is clear from the preceding section. meaning that no single target group is invited. although they might not be interested in the specific event. A specific no. different types of consumers will be reached. depending on which place the company selects for the event. spreading several messages in many different magazines. The events are precommunicated. or the event just happens. the companies have a possibility to control who will attend. There are two major differences when using events. Depending on how Event Marketing is used both differentiation and focus can be achieved. the cost for gathering information about the specific target group must match the possibility to actually reach the right segment. use of events as a marketing communication tool not only take care of the problems associated with traditional media but also offer certain advantages because of which events are gaining importance over them. Further the event itself might also communicate an added value to other people. Events have the ability to bring together sharply defined participants since the capacity for a particular event is usually limited. of the target audience 44 . The employees working during the event “read” the situation and adjust his/her behavior. the result might not cover investment. Some of the advantages are detailed below: 1. On the other hand. whoever is there has an opportunity to be a part of the event.decide which message they want to communicate as well as with whom they want to communicate. for companies using focus as a basic strategy. the company can still gain on the situation since they have a chance to adjust the added value to specific customers during the event. When using general events. Of course. On the other hand mean that Event Marketing can also be used when focusing on specific target groups. For companies using differentiation as a competitive advantage.

could be invited of enticed to buy tickets for a show especially created for a particular profile of the target audience. Live media communication is a complete sensual experience as compared to a press advertisement or TV/Radio commercial. No other media can boast of the ability to provide such massive collection of feed back instantly as events. it is undoubtedly a thrilling situation. it is possible to feel and deduce the reactions of the audience to the aim or objective that the event was conceived for. 2. 6. 7. Events can be designed such that the audience is actively involved in every part of the event and made to feel good. Thus. events as a live media offer a certain amount of immediacy to the experience – of being there while it‘s happening. For the audience. mean that specific traits of the local inhabitants can be incorporated in the big picture to ensure that the event is socially 45 . This leads to lowering of the media networking budgets and focused communication with the specially gathered audience. The word-of-mouth publicity that this generates is an advantage that lingers on a long time after the event is actually been carried out. Since the audience is actively targeted. The involvement of all the senses in experiencing the event is one of the greatest advantages that events can offer. impact and tangible immediacy of measurement. This is so because of press ad is basically a flat piece of paper and a commercial is just an audiovisual experience. This provides an advantage of higher brand recall to the client. The high recall value of live media communication is also a major factor. 5. An event carried out professionally and cleanly is invariably a memorable experience. The audience that has been specially invited invariably is an ideal audience. the option of control reach can be exercised and ideal audience for narrow-casting of information can be gathered. 4. Live media also enables interactive communication. Being a live media. Easily customizable nature of events. 3. Live media scores over conventional advertising in terms of reach.

This is a double edged sword because. For such reports there is no extra cost to be borne – neither by the sponsor nor by the event organizer. the localization of events is very easy. then the same is also reported impartially. Thus. Such software become products by themselves and can be used profitability in the future.and culturally in tune with the local culture. 8. in case the event is not up to the mark or is dogged y controversies. The advantage in terms of post-event publicity that events can offer over and above the paid or bartered media is the benefit associated with reports of the event in the newspaper and news on the electronic media. 9. 46 . The conversion of good events into television software for future use either by the sponsors for their commercials or by media house for programming is also a unique benefit that events offer.


from observation involving counts or from secondary sources. Third. however ‘unrepresentative’ they may be. The qualitative approach to research is generally not concerned with numbers.” Qualitative and Quantitative “The quantitative approach to research involves statistical analysis. “Research is a tool of science and that its purpose is to ‘advance human knowledge’ – features which distinguish research from other investigatory activities. 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 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.” 48 . 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. It is used when a full and rounded understanding of the leisure or tourist behavior and situation of a few individuals.RESEARCH METHODOLOGY The purpose of the methodology section is to describe the research procedure. This includes the overall research design. Research and research methods might be studied for a variety of reasons. the data collection method. the field methods. in an academic environment. the sampling procedures. research is conducted for its own sake. rather than a limited understanding of a large. Second. in the interests of the pursuit of knowledge for example for a thesis. It is therefore advantageous to understand the basis of such reports and articles. ‘representative’ group. It relies on numerical evidence to draw conclusions or to test hypotheses. most readers who are managers will find themselves conducting or commissioning research for professional reason. is required. The information collected is generally not presentable in numerical form. and analysis procedure. First. The data can be derived from questionnaire surveys.

They can be conducted at work. Interviews can be undertaken on a personal one-to-one basis or in a group. There are many methods of collecting primary data and the main methods include:         Questionnaires Interviews Focus group interviews Observation Case-Studies Diaries Critical incidents Portfolios Questionnaires Questionnaires are a popular means of collecting data.    Data supplied by a marketing organization. Annual company reports. at home. 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. Government statistics 49 .Primary Research “Primary data collection is the collection of data which is done by using methods such as interviews and questionnaires. but are difficult to design and often require many rewrites before an acceptable questionnaire is produced. Secondary Data Collection “Secondary data is that data which is already been collected by someone else for a different purpose for e. or some other agreed location.g. in the street or in a shopping centre.

Event Management involves studying the intricacies of the brand. Objective Two: The objective of this study is to understand the event management as a communication tool. charity. Events and festivals. Title: Event marketing and services offered by the IDEAZ solution. devising the event concept. The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. have a large impact on their communities and. planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. c. its benefits and implementation process. build business relationships. Every industry. Scope of the Study • • To find out the most preferred service in the market. The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc. raise money or celebrate. To know the awareness level of consumers about the services offered to them. society and group will hold events of some type/size in order to market themselves. identifying the target audience. i. such as the Asian Games. i. Significance to the Industry 50 . in some cases. b.a. Objectives Objective One: The objective of this study is to understand the concept of event marketing. Title Justification Event management is the application of the management practice of project management to the creation and development of festivals and events. the whole country.

ii. iii. Descriptive Research Descriptive research is concerned with describing the characteristics of a particular individual or of a group i.The need of the project is to study and analyses certain issues in event marketing and event management. Exploratory research will be taken for this project work 51 . measurement and analysis of data. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing a hypothesis from an operational point of view. ii. Significance for the Researcher To study the event marketing concept. Research Design “A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose wills economy in procedure. Exploratory Research Exploratory research is also termed as formulated work. which need further attention. The major emphasis in such study is on the discovery of ideas insight. This project is not have any probability It is non probability based project and it is simply calculated from the differential based technique.” In fact. it constitutes the blueprint for the collection. And some suggestions have been given to make the Event Marketing and event management industry more effective in order to utilize its full potential and serve the objective of an event and be mutually beneficial for the Event agency. the Corporate and the customer.  How this industry can be the beneficiary for the IDEAZ Communication d. the research design is the conceptual structure within which research is conducted.

Stratified Random Sampling is one amongst the most elementary random sampling techniques. non-zero chance of being selected. without replacement sampling method is used. Limitations  This is stick with the one organization report and may be due to of very busy schedule of work employee many not take very appropriate decision when time of filling the questionnaire  Also for future events disclosure company are not sharing more internal information either on internet or ready to give. Sampling chosen with the Random method Sampling Area would be Delhi & NCR and near area only Sample Size: 100 f. iii. ii. is zero i. Sampling Methodology Sampling Sampling is the process of collecting information only from a small representative part of the population.e. It means that a person or item once selected is not returned to the frame and therefore cannot be selected again. Non-probability or purposive sampling is technically defined as where the chance of selection for each element in a population is unknown. One is Probability sampling and another one is Non-Probability Sampling. and for some elements. For this project work. There are two types of Sampling Techniques. 52 . Probability sampling is where each element in a population is randomly selected when constituting a sample and has a known. This selection process continues until the desired sample size ‘n’ is obtained. A stratified random sampling is a method that allows each possible sample to have an equal probability of being picked and each item or individual in the entire population have an equal chance of being included in the sample.


FINDING AND ANALYSIS 1. What are your feelings about a company that creates or sponsors events? □ □ □ □ □ Try Them Out Support Activity Interest & Needs Fun More Knowledge They are willing to let people try them out Support activities that I enjoy They understand my interests and needs They like to have fun with me They want to know more about me 32% 27% 10% 1% 30% 2. Assuming you had a positive experience. would you be more or less inclined to purchase a product or service after having participated in an event? a) Product/service you have heard but not checked out yet  More likely  Less likely  Neither more nor less Product/service you have never heard of  More likely  Less likely  Neither more nor less Product/service you already use  More likely  Less likely  Neither more nor less b) c) A More Likely Less Likely Neither 77% 3% 20% B 74% 6% 20% C 69% 2% 29% 54 .

What was it that got you to notice or participate in the event? □ □ □ □ □ □ Fun Recognize the Brand Banners Participative Part of the Event Others It looked like fun I recognize the company/brand running the event Signs and Banners Somebody invited me to participate The crowd that was already taking part in the event Others 27% 20% 10% 11% 22% 10% 4. Which of the following is your favorite part of marketing events? □ □ □ □ □ I get to touch and feel a product/services I get to learn more about a product/services I get to ask questions about a product/services I get a free sample of a product/services I get to have fun by participating in activities Get to touch Get to Learn Ask the Question Free Sample Have a Fun 18% 17% 16% 30% 19% 55 .3.

5. Which of the following is true? After leaving the mobile event I understood the company/product… □ □ □ better same less Better Same Less 56% 12% 32% 56 . How long did you stay at the mobile event? □ □ □ 1 to 15 Minutes 15 to 30 Minutes Over 30 Minutes 1-15 minutes 15-30 minutes over 30 minutes 14% 13% 13% 40% 20% 26% 32% 42% 7. Which would most likely cause you to participate in a product demonstration or event? □ □ □ □ □ The product/services matched my interest The product or company was sponsoring an activity I enjoy My friend/relative had a positive experience The event offered an activity I could participate Other Interest Match Sponsorship Positive Experience Participative Others 6.

8.What Is your position in the company Grade Middle Management Senior Management No Answer Other Executive Survey Result 20% 24% 0% 16% 40% 57 . How soon after attending a company-sponsored event at/near a store did you purchase the product or service being offered? □ □ □ □ □ □ □ Immediately Within a month Within a week Did not purchase Within 3 months Within 6 month More than 6 months Immediately Within a month Within a week Did not purchase Within 3 months Within 6 month More than 6 months 17% 16% 15% 19% 14% 6% 13% 9.

For how long do you work for your company? Less than 3 months Between 3-6 months Between 6-12 months Between 1-2 years Between 3-5 years More than 5 years No answer Other Grade Less than 3 months Between 3-6 months Between 6-12 months Between 1-2 years Between 3-5 years More than 5 years No answer Other Duration of tenure 17% 16% 12% 14% 28% 8% 2% 3% 58 .10.


A general survey conducted with a sample size of 100 respondents revealed the following facts regarding the mindset of people towards the Event Marketing concept. When people were asked what they feel about a particular company which promotes its product/service through Event Marketing 82% of the respondents replied that it gives a positive impression about the company and establishes the quality of their product/service. A questionnaire was designed keeping in mind the requirements for study & analysis of my thesis for comparing the hypothesis with the outcome of this survey. Event Marketing companies were also targeted and their response was also taken which added value to my thesis.DATA ANALYSIS AND INTERPRETATION PRIMARY DATA ANALYSIS The present study has been undertaken to get the first hand exposure on the mindset of people towards Event Marketing concept and their involvement in events as and when they come across. right time and in front of the right target audience. When people were asked about the reasons for which they have participated 53% replied that the event appeared amusing which was followed by reasons like a powerful brand or eye catching signs & banners. Let’s have a look at what people feel about Event Marketing. 60 . if any. This survey also gave scope to take necessary steps for organizing an event at right place.

78% are more likely to enter into the buying process even if it’s a new product.Graph A: Buying Behavior after a positive experience of an EVENT 90 80 70 60 50 40 30 20 10 0 88 78 69 29 16 3 10 6 3 More likely less neither likely a More likely less neither likely b More likely less neither likely c Where. Surprisingly. a = Product/service you have heard but not checked out yet b = Product/service you have never heard of c = Product/service you already use If people had a positive experience. 61 . about the event 88% are more likely to buy a product just when they were aware of it.

a = Product/service you already use b = Product/service you have heard but not checked out yet c = Product/service you have never heard of After a positive experience of the events. 62 .Graph B: Gender influence on purchase 180 160 140 120 100 80 60 40 20 0 27 67 90 82 87 76 70 11 3 2 32 3 2 8 6 7 18 11 More likelyless likely neither a 70 67 3 2 27 32 More likely less likely neither b 87 90 3 2 11 8 More likelyless likely neither c 76 82 6 7 18 11 Female Male Where. women are more likely to purchase a product they already use while men are a bit more adventures and may even be inclined to purchase a product that they are not using or haven’t yet heard about that product.

63 .Graph C: Men are explorers whereas women love samples 70 60 50 40 30 20 12 68 36 24 18 8 10 0 9 5 12 8 I get to touch and I g et to learn I get to ask I get a free I get to have fun feel a m ore about a questions about a sam ple of a by partic ipating in prod uc t/service sp roduct/services pro duct/servic espro duct/se rvices ac tivities Male Fem ale The female folk are drawn towards the event because they love samples which was confirmed when 68% out of the female respondents gave the same reply where as the male counter part are more interested in exploring the product inside out.

64 .Graph D: Create events for right ages 70 70 60 60 52 50 40 38 30 25 21 20 14 10 12 10 7 4 5 13 9 10 8 21 12 6 6 0 I get to touch and ge t to learn more I get to ask I I get a free I get to have fun feel a about a questions about a sample of a by participating in product/services product/services product/services product/services activities 22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs Fun and free best describes the motivation of younger event attendees while education and interaction are what the older crowd is looking for.

Graph E: Events spur immediate sales 15% 26% 2% 4% 4% 25% 24% immediately within 3 months Do not purchase within a week within 6 months within a month more than 6 months 26% of the attendees are ready to purchase a product immediately after the event. 65 . 25% within a month and 15% wont purchase the product at all.

66 . The next best reason for participation across all age groups is the activity which the attendees enjoy.Graph F: Reasons for participation in any event 80 70 60 50 40 30 20 60 63 80 66 13 10 0 The product/services matched my interest 9 16 10 3 7 2 3 18 14 13 7 3 3 3 1 The product or company w as sponsoring an activity I enjoy My friend/relative The event offered had a positive an activity I could experience participate Other 22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs Over all the age groups it was observed that if the product/service is of interest to the attendees they are more likely to participate in an event.

67 .Graph G: People spend time at mobile events 8% 24% 68% 1-15 mins 15-30 mins over 30 mins 68% of the total respondents spend approximately 15 mins on a mobile event and every less people spend over 30 mins.

Graph H: Mobile events create better product understanding 1% 24% 75% better same less Mobile events which demonstrate product features are more likely to generate better understanding about a company or its product 68 .

40% . working as a senior management major chuck which contributed in our survey is executive i.What is your position within the company? Our survey result contributed out of 50 people 20 % people are working in cedar to Middle management also 25% respondent from TOYOTA signifies a junior level of employee in company. We taken this ratio because for HR development decision mostly taken by the senior management and then after it adding on affect to the junior or middle management people to became a HRD.e. Other 69 .

While 8% respondent said they working with this company more than 5 years 70 .14% respondent said they working with this company last 1-2 Years.How long do you work for your company? Out of 100 people for our survey 28% people responded that they serving to this TOYOTA are in between of 3 to 5 years which is largest in the pie. Adding to this 17% respondent working with this TOYOTA is more than of 3 months which is basically junior management also 16% said they working with this company is more than with range of 3-6 Months.

What is your Salary monthly? Salary break up shows the employees which contributed in our survey at what range of their salary 28% respondent said there salary range in between of 20000-250000. 71 . and 26% respondent said there salary range is 25001-30000 also 14 % people said there salary range would be more that 30000-350000 per month. Hence of this Company most of the employee is with the salary range of the more than 20000 we chosen this group because the most of the middle management coming on this segment.


It is a benefit that allows depth of exposure. and drives sales. Property or event. marketing professionals must think beyond traditional methods and bring transparency and measurement to their activities in order to demonstrate the fundamental value of their field. they must continuously provide higher levels of value. • As CMOs continue to face increasing financial pressures. • Event marketing also offers companies the flexibility to reach specific geographic and demographic audiences. as opposed to the breadth of exposure. both in pure financial terms and overall measurement of ROI. and added leverage. mapping out a clear brand strategy. • The perception of events as a form of media is quickly moving away from standalone activities to integrated forms of communication. also profits. To answer this challenge. • When considering the entire sales cycle. and then formulating event activities that align with overall marketing goals is the next great step in the evolution of the industry. a supplemented advertising budget. Defining what an organization stands for. 73 . the event marketing industry must redefine itself to recognize the power of the “brand” to forge deep connections. These forms of communication synchronize with overall marketing goals through new applications of techniques rooted in traditional event marketing that project the brand more powerfully.CONCLUSION • Event marketing allows a company to break through the advertising clutter and target an audience by enhancing or creating an image through an association to a particular event. a financial partner. as well as also adapt events to contribute to branding in more sophisticated ways. • • Brand awareness reinforces the product or service.


In all sponsorship activities. 3. the sponsorship could rebound on the sponsor’s head. Conduct a situational analysis for appropriate event selection which synergies with the company objective and brand personality. 5. it is important to protect the integrity of the activity being supported. Create extensive databases of the target consumers in order to conduct pre. brand image and positioning clearly. Those in the first category should be maintained and strengthened. Conduct extensive market research to establish which parts of the program are working and which ones are not. 6. 2. Those in the second should be relinquished.and post-event analysis and evaluation to check the success of the event and consumer perception. If it is cheapened or its identity threatened.RECOMMENDATIONS To improve the condition of the event marketing industry and make it more professional and profitable. the following recommendations have been listed: 1. target audience. Do not go overboard with your concept or preference for a certain event. Understand the corporate objectives. 75 . also to assess the top of mind awareness and brand recall. 4.


eventmarketer. Vieira  The Fundamentals & Practice of Marketing  John Wilmshurst WEBSITES  www.com  www.com  www. Carlos  Kotler & Amstrong  Philip Kotler  Walter E.htm  www.informatm.global-electronics.net  www.viewcentral.BIBLIOGRAPHY BASIC COVERAGE  Event Management  Principles of Marketing  Marketing Management  Marketing is Business Lynn Van Der Wagen & Brenda R.com PERIODICALS  Business & Economy  4Ps Business & Marketing  Business World NEWSPAPERS  Times of India  Economic Times 77 .com/marketing/india-marketing-scenario.indianchild.

 Mint ANNEXURE 78 .

What are your feelings about a company that creates or sponsors events? □ They are willing to let people try them out □ Support activities that I enjoy □ They understand my interests and needs □ They like to have fun with me □ They want to know more about me 2. Assuming you had a positive experience. would you be more or less inclined to purchase a product or service after having participated in an event? o Product/service you have heard but not checked out yet  More likely  Less likely  Neither more nor less o Product/service you have never heard of  More likely  Less likely  Neither more nor less o Product/service you already use  More likely  Less likely  Neither more nor less 3. What was it that got you to notice or participate in the event? □ □ □ □ □ It looked like fun I recognize the company/brand running the event Signs and Banners Somebody invited me to participate The crowd that was already taking part in the event 79 .ANNEXURE QUESTIONNAIRE Name Age Gender Occupation : : : : 1.

What Is you position in the company 80 . How long did you stay at the mobile event? □ 1-15 minutes □ 15-30 minutes □ over 30 minutes 7. Which of the following is your favorite part of marketing events? □ □ □ □ □ I get to touch and feel a product/services I get to learn more about a product/services I get to ask questions about a product/services I get a free sample of a product/services I get to have fun by participating in activities 5. Which of the following is true? After leaving the mobile event I understood the company/product… □ better □ same □ less 8. Which would most likely cause you to participate in a product demonstration or event? □ The product/services matched my interest □ The product or company was sponsoring an activity I enjoy □ My friend/relative had a positive experience □ The event offered an activity I could participate □ Other 6.□ Others 4. How soon after attending a company-sponsored event at/near a store did you purchase the product or service being offered? □ Immediately □ Within a month □ Within a week □ Did not purchase □ Within 3 months □ Within 6 month □ More than 6 months 9.

□ □ Middle Management Senior Management No Answer Other Executive □ □ □ 10. For how long do you work for your company? Less than 3 months Between 3-6 months Between 6-12 months Between 1-2 years Between 3-5 years More than 5 years No answer Other 81 .

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