A Study On

Market Analysis and Event Management

Of

-- The WOW Moment --

Submitted In Partial Fulfillment

For The Degree Of

Bachelor Of Business Administration

(Department of Management)

Supervised By- Submitted By-

Miss Ankita Jaiswal Nirbhay Srivastava

Assistant Professor 916023
Department Of Management BBA (Semester– V )
 ACKNOWLEDGEMENT

My project would be incomplete if at this juncture, I did not

acknowledge those who steered my project work in the right
direction.
First of all I would like to thanks MISS ANKITA JAISWAL Assistant
Professor, Department Of Management and Project Coordinator
DR. NIDHI SRIVASTAVA as they proved to be constant source of
inspiration and provided timely support at crucial stages of this
project work despite the time and work constraints.
Secondly I take the opportunity to express my profound gratitude
and deep regards to my guide MISS AYUSHI MAHAJAN, Managing
Director for his active guidance and constant supervision together
with time to time providing with necessary information connected
with the project .
The feeling of gratitude when expressed in words is only a fraction of
acknowledgement. I feel overwhelmed to express my gratitude to all
those who extended their consistent support, guidance and
encouragement to complete this task.
Last but not the least I would like to thanks DR. NEERJA SINGH
(PRINCIPAL), for providing me with all the help and advice to me in
completing my project.

NIRBHAY SRIVASTAVA
NPGC
B.B.A. (SEMESTER – V)
Enrollment No. – 916023 PLACE – LUCKNOW
 DECLARATION

This is to certify that I, NIRBHAY SRIVASTAVA have completed the

Summer Internship Project Report titled “A STUDY ON MARKET
ANAYLSIS AND EVENT MANAGEMENT ” under the guidance of MISS
ANKITA JAISWAL in partial fulfillment of the requirement for the
award of degree of Bachelor of Business Administration at
National PG College, Lucknow. This is an original piece of work & I
have not submitted it earlier elsewhere.

Nirbhay Srivastava
BBA
(SEM – V)
CONTENTS
 EXECUTIVE SUMMARY

Event management, the very topic looks challenging. A concept

which gained importance in India only after the late 90’s.
Commitment, leadership and mental & physical devotion are the core
factors needed to manage any type of event. Irrespective of the type
or the scale of the event, the mental and physical hard work that is to be
put in, differs by only a negligible degree of difference. This terminology is
comparatively very new to India, though Indians have been arranging
for wedding ceremonies, naming & threading ceremonies even much
before independence. But due to the lack of proper forecasting, proper
material handling they used to end up in problems like wastage of the food
due to less people coming in or fire in the pandal or food poisoning
.These problems many a times used to put the families into financial trouble
after the wedding. It is very easy for the audiences to make the event a
hit or a flop.

It takes just the 5 minutes for the audiences to judge the event
resulting in the efforts of nearly 3-4 months and the hard work 70-80
people either turning productive or waste. Thus the efforts they
have put in always remains at stake till the date of the event. There are
innumerable activities that have to be carried out. First of all forming
committees, then allotting different jobs to each committee is the
very first step. Here all the theoretical concepts learnt up till now in
subjects like public relations, human resource planning, logistics,
human skills, controlling, accounts, organizing, and others come into actual
use.

The findings of the project clearly states that the future of event
management is very bright in the city although presently its in
nascent stage but the people of Lucknow have started accepting such
events in the main line. Right now the condition of event
management in Lucknow is not very good. The response of people
has not been that good that it can attract any event management
company here as a full fledged service provider, it will take some
time to pick up nicely. Currently the main target segment of these
partial or complete service providers are the defense class people or
the high class people have accepted these concepts much widely then
any other community.

It is expected that event management industry will gear up in

Lucknow in near future. The concept needs to be popularized, by
proper media coverage. The existing companies should mold their
service according to the taste and preference of the people. The scope
of event management companies in Lucknow is not very good. As per
our findings and the calculations the results are not very encouraging
at present. But the projections help us to draw a conclusion that
there is a scope for event management companies in near future.

As an event manager one must have a lot of flexibility in terms of working

pattern. Be free to do all sorts of jobs irrespective of your position.
 INTRODUCTION
TO
EVENT MANAGEMENT

MEANING OF WORD “EVENT”

“The use of unconventional media / method involving people
witnessing a happening within a capsule of time, for the purpose of
communication of a message”
An event is a live multimedia package carried
out with preconceived concept, customized or modified to achieve
the clients’ objectives of reaching out and suitably influencing the
sharply defined, specially gathered target audience by providing at
complete experience and an avenue for two way interaction.

Event in terms of Science

In science, an event is something that takes place at as particular
time. Specifically an event may refer to:

 Phenomenon, something observable at a given time

 A point in space time, a concept of the theory of relativity

Event in terms of Cultural and social life

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

 A festival for example a musical festival

 A ceremony for example a marriage
 A party for example a birthday party

Common Usage
In common usage, an event (as opposed to a special event) has a connotation of
an occurrence, which is more common than a phenomenon (due
perhaps to the difference between a two syllable word and a four
syllable word). Thus, in common usage, a keystroke is an event, where the Big
Bang might be connoted a phenomenon (a special event which denotes the
beginning of the universe).
MEANING OF THE WORD “MANAGEMENT”
Management (or managing) is the administration of
an organization, whether it is a business, a not-for-profit
organization, or government body. Management includes the
activities of setting the strategy of an organization and coordinating
the efforts of its employees (or of volunteers) to accomplish
its objectives through the application of available resources, such
as financial, natural, technological, and human resources.[1] The term
"management" may also refer to those people who manage an
organization.

FUNCTIONS OF MANAGEMENT

1. Planning

It is the basic function of management. It deals with chalking

out a future course of action & deciding in advance the most
appropriate course of actions for achievement of pre-
determined goals. According to KOONTZ, “Planning is
deciding in advance - what to do, when to do & how to do. It
bridges the gap from where we are & where we want to be”.
A plan is a future course of actions. It is an exercise in
problem solving & decision making. Planning is
determination of courses of action to achieve desired goals.
Thus, planning is a systematic thinking about ways & means
for accomplishment of pre-determined goals. Planning is
necessary to ensure proper utilization of human & non-
human resources. It is all pervasive, it is an intellectual
activity and it also helps in avoiding confusion, uncertainties,
risks, wastages etc.
2. Organizing

It is the process of bringing together physical, financial and

human resources and developing productive relationship
amongst them for achievement of organizational goals.
According to Henry Fayol, “To organize a business is to
provide it with everything useful or its functioning i.e. raw
material, tools, capital and personnel’s”. To organize a
business involves determining & providing human and non-
human resources to the organizational structure. Organizing
as a process involves:
  Identification of activities.
 Classification of grouping of activities.
 Assignment of duties.
 Delegation of authority and creation of
responsibility.
 Coordinating authority and responsibility
relationships.

3. Staffing

It is the function of manning the organization structure and

keeping it manned. Staffing has assumed greater importance
in the recent years due to advancement of technology,
increase in size of business, complexity of human behavior
etc. The main purpose o staffing is to put right man on right
job i.e. square pegs in square holes and round pegs in round
holes. According to Kootz & O’Donell, “Managerial function
of staffing involves manning the organization structure
through proper and effective selection, appraisal &
development of personnel to fill the roles designed un the
structure”. Staffing involves:

 Manpower Planning (estimating man power in terms

of searching, choose the person and giving the right
place).
 Recruitment, Selection & Placement.
 Training & Development.
 Remuneration.
 Performance Appraisal.
 Promotions & Transfer.

4. Directing

It is that part of managerial function which actuates the

organizational methods to work efficiently for achievement of
organizational purposes. It is considered life-spark of the
enterprise which sets it in motion the action of people
because planning, organizing and staffing are the mere
preparations for doing the work. Direction is that inert-
personnel aspect of management which deals directly with
influencing, guiding, supervising, motivating sub-ordinate for
the achievement of organizational goals. Direction has
following elements:
 Supervision- implies overseeing the work of subordinates
by their superiors. It is the act of watching & directing work &
workers.
Motivation- means inspiring, stimulating or encouraging the
sub-ordinates with zeal to work. Positive, negative,
monetary, non-monetary incentives may be used for this
purpose.
Leadership- may be defined as a process by which
manager guides and influences the work of subordinates in
desired direction.
Communications- is the process of passing information,
experience, opinion etc from one person to another. It is a
bridge of understanding.
5. Controlling

It implies measurement of accomplishment against the

standards and correction of deviation if any to ensure
achievement of organizational goals. The purpose of
controlling is to ensure that everything occurs in conformities
with the standards. An efficient system of control helps to
predict deviations before they actually occur. According
to Theo Haimann, “Controlling is the process of checking
whether or not proper progress is being made towards the
objectives and goals and acting if necessary, to correct any
deviation”. According to Koontz & O’Donell “Controlling is the
measurement & correction of performance activities of
subordinates in order to make sure that the enterprise
objectives and plans desired to obtain them as being
accomplished”. Therefore controlling has following steps:

o Establishment of standard performance.

o Measurement of actual performance.
o Comparison of actual performance with the standards
and finding out deviation if any.
o Corrective action.
EVENT MANAGEMENT

“Events are occurrence designed for marketing interests.”

 Philip Kotler

Event management 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.

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.

Event mangement is growing rapidly because it provides companies

alternatives to the cluttered mass media, an ability to segment on a
local or regional basis, and opportunities for reaching narrow
lifestyle groups whose consumption behavior can be linked with the
local event. 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. Event marketing is a lucrative game of
“what’s in a name”, as consumers purchase tickets and expose
themselves to everything. The world of event marketing is a fast
growing, high profile industry worth over $20 billion annually, and
one of the most successful marketing strategies.
Event management integrates the corporate sponsorship of an event
with a whole range of marketing elements such as advertising, sales
promotion, and public relations. Corporations both large and small
have grown this industry at a rate of 17 percent per year, and they
have achieved a high level of success.

Event management generally means conceptualizing, meticulous

planning, organizing and finally executing an event. It is a set plan
involving networking of a multimedia package, thereby achieving the
clients objectives and justifying their needs for associating with
events. Events can bring community together for purpose of
fundraising, change a town or city’s image, expand its trade,
stimulate its economy, help companies to market and introduce its
product and also for the entertainment of society. Not only do events
enhance the quality of our life, they can provide significant economic
benefits. Events require a high degree of planning, a range of skills, a
lot of energy and funds.

TYPES OF EVENTS
Corporate Events

 Conferences

 Corporate Celebrations

Glamour Events

 Celebrity Appearance

 Fashion Shows

 Music Concerts and entertainment shows

Brand Events

 Promotion and management of Brands

Televised Events

 Events specially created for television channels

Sports Events

 Focused around a sporting event

Concept Events (Theme Based Events)

 Concept conceived by Event Management Company

Hybrid Events

 Mixture of two or more of the above

Others

 Talent Banks

 High Profile Weddings, Dance Parties

ACTIVITES IN EVENT MANAGEMENT

Pre-Event Activities

Events typically have a team based environment and a project type of

organization structure. Thus, responsibilities are assigned to the
relevant staff members in the team for the Event. Coordination of
arrangements required is divided among the team members. Once
the preliminary discussions are over, and the final concept sold to the
client, the very first step creative conceptualizes works on the
designing. Then the Project manager prepares a thorough schedule
after understanding the critical steps ad issues involved in that
particular event. External agencies such as architects and
engineering contractors may be consulted at this stage to understand
feasibility of planned concepts. Most event management companies
have experienced production managers who understand the
feasibility of planned concepts. Then the project manager draws up a
cash flow statement, a budget statement and arranges budget
allocation for the event.

Based upon the project requirements critical dates or deadlines are

drawn up and the best possible solution among alternatives to
achieve these deadlines is chosen. The overall coordinator along with
the sales and marketing team should ensure the completion of
overall design, models of stages, visuals, etc. with graphics included
by the creative team within the prescribed deadlines and make a
researched concept presentation to the clients.

At this stage, the legalities of drawing up the contract, agreements

and finalization by signing of contracts between the event managers
and clients becomes a necessity. Keeping the feasibility in mind
physical design are finalized and contractors begin work. Here fire,
safety and insurance issues need to be taken care of. The coordinator,
sales and marketing team then think about production of advertising
promotions, brochures, posters, etc.

Logistics is another important area that needs to be given priority

attention by event coordinators. Logistics in events essentially
involves booking of hotels, air, road, and rail transport for the
participants and event managers, arranging transportations of
material.

A joint team of the concept creator and the main contractors then
need to check out the special-effects equipment’s and arrangements.
At this time day-by-day tracking of timing and finance with a
feedback on possible changes i.e. increase or decrease in expenditure
on various items.
Finalization of cleaning, security, furniture (tables, seating,
barricading etc.), décor (flowers), communication (telephone), and
other service hire contracts (couriers) also take up the production
manager’s time at this stage. The project manager handles the
progress report and gets contingency plans drawn up. The overall
coordinator has to continue in touch with the client with reference to
the PR, publicity, press releases, and promotion on TV, and radio
along with the public relations team. Arranging for a press
conference for the clients, and artists, giving out invitations, passes
and tickets to the event, organizing the reception for the press with
uniforms for the hospitality hostesses/hosts or staff at the reception
is also a major responsibility for the PR team in the preparatory
stages leading up to the event. Damage control due to artists’
tantrums is yet another aspect typical of this field that the PR team
needs to contend with. These have to be tolerated and controlled to
avoid any adverse fallout.

Final visit for quality checks and control need to be made to the
networking components to ensure and confirm understanding. These
typically include inspection of dimensions of stage and other critical
near finished models for accuracy by the production manager.

The overall coordinator along with the other team members needs to
then arrange for a briefing of site supervising staff depending on
category and type of event. It is essential that the entire briefing and
interaction take place before the event begins. Once the event gets
started the clients and the contractors’ staff need to be kept away
from interfering with the execution by the production manager and
the event coordinators. Controlling the panic reactions due to
invariable last minute troubles and final tying up of all loose ends is a
very important penultimate task.

The last stage in the first section involves resolution of on-site

wrangles of delivery, permission, missing orders or items, close
attention to construction of sets asking whether it was done
correctly, supervision of installation of special effects, objects.

During-Event Activities

During the event, softer aspects come into the focus. For overall
coordinator, it is important to pass on all credit to supervisors. Event
managers should look humble and be available to the clients to call
on. The conceptualizers’ efforts should be appreciated at least during
the event. At the same time, there should be a constant surveillances
of the specially effects, display objects and the food and beverages.
Thus monitoring is the gist of the during-event execution activity that
is involved. Photographs and other multimedia recording
arrangements if so desired also need to be taken from strategic
locations.

Post-Event Activities

Beginning with the physical task of dismantling of the sets, post-

event activity also run into accounting and other such works. Final
accounts setting (bills to be paid on receipt) is accompanied by
explanations for overspends. The team needs to carry out a
postmortem analysis on the event and conduct an event evaluation.
Recording the photographs taken of the event in the form of a photo-
documentary helps a lot. Performance evaluation of the coordinators
during the event should be carried out immediately so that weak
points after the event can be used for learning. Finally, the overall
coordinator should do the formality of thanking all involved for the
wholehearted and extra efforts provided. Letters should go out to
clients thanking them and these should include a post-event
questionnaire seeking to measure client satisfaction. Based on this
feedback, improvements and adjustments required should be
worked upon.

This theory states that the function of management can be classified

into planning, organizing, staffing, leading and controlling.

Finally, the most important part of Event Management is the

execution of the Event as planned. We term this activity as Carrying-
out the Event. Therefore, when we use Event Management, it is to
denote the production of an Event.

Staging an event takes more than a wish or dream. Preparation is the

key to a successful event.

EVENT PLANNING
The first and foremost thing to do while planning an event is to know
about the client's expectations. When a client first approaches you for
assigning a task, sit with him and find out what he wants and how he
wants it. Keep in mind the fact that the client has a very hazy idea of
what he wants. He expects you to change that hazy idea into a reality.
So you first need to strike a good rapport with him. Once you know
his expectations you can start giving your inputs. Since you are a
professional event planner he is bound to believe that you have a
better knowledge about these things and will respect your judgment.

Key Factors in Planning an Event

 Check the feasibility

 Is the event a good idea

 Are we in the right community

 Who would be the spectators

 About the venue

 About the media of advertising

 Fund stream

Timing

Full time should be devoted to implementation of plans. Make sure

your event does not clash with other events.

The Organizing Committee should comprise of experts in the

following streams:

Financial

 Determine the sources of revenue

 Expected level of expenditure

 Time gap of expenditure and revenue

 Establish a system of financial accounting and control

Marketing

 To attract best possible audiences

  Get sponsorship and best support possible

Operational

 Guide overall operation of event

 Managing the technologies require

Legal

 Make appropriate contracts involved in managing an event

 Handle lawsuits that may arise

Public Relations Teams

 To handle the celebrities, if invited in the event.

 To host press conferences.

This team is required to take decisions from conceptualization to

completion of the event.

Facilities offered

 Programs

 Awards

 Transport

 Catering

 Safety and Security

 Entertainment

 Anchoring and announcement

 Music and Sound system

 Licensing

 Publicity

 Promotion
 EVENT MARKETING
An event is a live multimedia package with a preconceived concept,
customized or modified to achieve the clients objective of reaching
out and suitably influencing the sharply defined, specially gathered
target audience by providing a complete sensual experience and an
avenue for two-way interaction.

EVENTS

REACH LIVE INTERACTION

Right Live Desired

Communication WITH CREATES Impact
Audience
from the client

Fig: Events Definition In-Short

This is a diagrammatic representation of the above definition. From
the model it is evident that an event is a package so organized has to
provide, reach and live interaction between the target audience and
the client to achieve the desired impact.

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,
keeping the brand values and target audience in mind. 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, timing etc.

In fact, ideally event marketing involves simultaneous canvassing

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