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Table of Content

Topic Page no.

Introduction 3
Objective of the study 5
Research Methodology 6
Introduction of Management 8
Activities In Event 11
Event Planning 14

Evolution of Event Marketing 16

Event Management in Bilaspur 26

Company's Profile 28
Data Analysis 31
Questionnaire 33

Analysis & Interpretation 38

Keys Problem 52
Recommendations 53

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 INTRODUCTION

“We GENERATE Quality Business Leads

We ENHANCE Your Profile

We CREATE New Business

Opportunities

Everyone Knows Us as EVENTS”

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.

Event marketing 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.

Olympics and its renowned five rings are “the world's most effective property” in terms
of marketing tools. The Olympics sell sponsorship on a local and global basis, and every
couple of year's corporation's line up to pay as much as $50 million to be the lord of the
rings. The Atlanta games in 1996 have a reported $3 billion in the bank as a result of
negotiating sponsorship, broadcast, and licensee fees.
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The Olympics represents the crème de la crème of event marketing and corporate
sponsorship. 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 marketing 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.

Executive Summary

As per clause (34), “event management” means any service provided in relation to
planning, promotion, organizing or presentation of any arts, entertainment, business,
sports or any other event and includes any consultation provided in this regard

The current condition of the event management companies in the city is not very well
they are waiting for the response of the people so that in future they can encash it. In fact
right now the role of event management companies is being played by either the hotels or
the amusement parks or the community centers. In many cases newspapers work in
collaboration with private parties to organize some event.

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 Delhi have
started accepting such events in the main line. Some such events are like theme-based
marriages and “Ladies Sangeet” in the marriages. Along with this the growing gathering
in the fashion shows and musical concerts is also remarkable.

Right now, the condition of event management in Bilaspur 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 Bilaspur 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 Bilaspur is not very good. As per our
findings and the calculations the results are not very encouraging at present. But the
projections
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help us to draw a conclusion that there is a scope for event management companies in
near future.

OBJECTIVES OF THE STUDY

Primary Objective
The main purpose of this study is to Progress and Prospects of Event Management
Company in Bilaspur.

Approach Note: -

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

• Size of the industry in Bilaspur.
• Study the problems faced by the event management companies.
• Study the level of professionalism in the industry.
• Study the type of events which are taking place.

Secondary Objective

The secondary objective of the research is to find the image of the company & how the
company is working for entertainment source among the customers.

In brief Objectives include-

• To study the present industry trends and analyze the potential of
event management industry.
• Analyzing the Market strength of different event management company
• Identifying potential market for launching new product and increasing
clientage of the company.
• Explicit feedback of customer after the deliverables of company.
• Determine that how these companies promote other brands.
• Identify the key players in this field.
• Analyze the current market condition.
• Study the size of the events in terms of budget and the gathering.
• Study the level of professionalism in the industry.
• Growth rate of industry.
• Biggest event.
• Frequency of events under different categories.

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 Research Objective
The main objective of my study is to find the main strategies, policies used & various sales
promotional activities of Event industry in Bilaspur city.

The methodology followed for the research:

Primary research detailed discussions with event management firms and the corporate
clients. Subsequent additions were made to the interview schedule to suit the specific
events under study.

The secondary information was gathered from various marketing journals and books on
event marketing, sales promotions and publicity. Daily newspaper reading in order to
keep track of various kinds of events also proved helpful.

The information gathered was studied and analyzed. It reveled certain issues in event
marketing which need further attention and some suggestions have been given to make
the Event Marketing industry more effective in order to utilize its full potential and be
mutually beneficial for the Event Marketing agency, the Corporate and the customer

Primary Sources

The methodology followed for the research:

Primary research detailed discussions with event management firms and the corporate
clients. Subsequent additions were made to the interview schedule to suit the specific
events under study.

Secondary Sources

The Secondary data are those, which have already been collected and being processed
through the statistical process.

The secondary information was gathered from various marketing journals and books on
event marketing, sales promotions and publicity. Daily newspaper reading in order to
keep track of various kinds of events also proved helpful.

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All this information has been collected from its

Official website of companies

o https://gurukripa-event-wedding-

planner.ueniweb.com/

o www.happymomenteven

tplanner.com

o www.nrdevents.in

Other sites such as Search engine of Google

 www.eventmanagemen

t.in

 www.yahoo.com

 www.scribd.com

 www.juliasilvers.com/

embok.htm & other sites

Search engine of Google

Magazines such as Events in India, Advertising & Marketing.

Reports in newspaper etc.

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 NEED OF THE PROJECT

The need of the project is to study and analyses certain issues in event marketing and event management, which
need further attention. 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.

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Introduction to Event Management

“Events are occurrence designed for marketing interests.”

Philip Kotler

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

client’s 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.

Keys to successful events:

Organization

Co-operation

Event Management in India is in nascent condition till date it has achieved only a stature
of sector. Still, it's treated as a part of entertainment industry. The size of this sector was
mere Rs. 580 Cr in financial year 2003. The future of this sector is very bright and its
expected that it will grow with a growth rate of 15% to 25% and will touch the turnover
of Rs. 1400 Cr in year 2008.

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The industry is highly concentrated; the top four players occupy as much as 95% of
market share. The top four players are big MNCs, any Indian player has not
achieved such size and proficiency. The top four players are: -

 YS Events & Promos

 UX Events & Media
 R2S Events & Solutions

Corporate Events
 Conferences
 Corporate Celebrations

Glamour Events
 Celebrity Appearance
 Fashion Shows
 Music Concerts and entertainment shows

Brand Events
 Promotion and management of Brands

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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

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Activities 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 feedback on possible changes i.e. increase or decrease in
expenditure on various items.

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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 surveillance 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.

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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.

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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

It should comprise of experts in the following streams:

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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.

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 Facilities offered

 Programs

 Rewards

 Transport

 Catering

 Safety and Security

 Entertainment

 Anchoring and announcement

 Music and Sound system

 Licensing

 Publicity

 Promotion

 Music and Sound system

 Licensing

 Publicity
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 Promotion

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19
EVOLUTION OF EVENT MARKETING
From its origins in event planning, the event marketing industry has seen great growth in
the last five years and has consistently been one of the most effective tools that
marketing professionals have at their disposal in terms of making a tangible connection
to current and potential customers. The increasing competitive pressures brought on by
globalization are forcing business professionals to find new ways to engage customers.
Not surprisingly, savvy event marketing professionals are therefore focusing the majority
of their efforts and budgetary spend on lead generation tactics such as trade shows. While
it is important to garner leads, marketing and specifically event marketing professionals
cannot lose sight of the fact that the sales cycle only begins at lead generation and that
current and prospective customers must also be nurtured even beyond purchase.
Companies can benefit 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. 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.

EVENT MARKETING
An event is a live multimedia package with a preconceived concept, customized or
modified to achieve the client’s 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.

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 EVENTS

REACH LIVE INTERACTION

Right
WITH Live CREATES Desire
Communication
d
Audienc
e

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.
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PUBLICITY AND PROMOTION
If one knows how to organize an event, he should also know how to market it. If there is
something very peculiar or special about the event then that main point has to be
highlighted. A product launch for example requires a sales promotion campaign either
before or after the launch. In that case the product is advertised through banners and
media and even door to door canvassing. Effort is taken to ensure that people sit up and
take notice of the event. Sometimes it could be an event like an award ceremony, which
is to be shown on television and different companies make a beeline for sponsoring their
respective products in the due course of the programme. This is the way publicity and
promotions work.

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.

If, for example, you are looking for reach and you are selling a low-cost product with
wide general appeal, sports sponsorship may be the avenue for you. If your product is an
up market one, artistic events could suit you better. If you have a technical product,
science-type sponsorships would be possibilities and if your main aim is to be seen as a
good corporate citizen, put your sponsorship money into good causes. The Children's
Hospital, the Red Cross or the environment, to name three, AIDS research is another
one.

The meteoric history of event marketing is based in sports marketing. In fact, music and
arts represents a combined 35 percent of event spending as compared 45 percent for
sports-related events. Event marketing also continues to thrive as traditional advertising
rate skyrocket and, really, fail to provide any guarantee of reaching a targeted audience.
Event marketing provides a cost-effective approach to making a more hard-hitting,
emotional, and tangible pitch to consumers. It also gives companies the opportunity to
cross-promote (promote with other companies that have related products or services),
offer sample products (give-always), and build strong relationship with various
channels of distribution, such as retail outlets.

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. It is a commercial relationship and the entire
better for it. Charities need funds, and the businesses need promotions, which show their
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worth in extra profit.

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WHY EVENTS
1. Brand Building

 Creating awareness about the launch of new products/brand

Enormous nos. of brand/product are launched every month. Similarly innumerable new
music albums, films, etc get released periodically. This tends to create clutter of product
launches. The large no. of launches also leads to need to overcome the “ooh-yet-another-
product” syndrome. The need to therefore catch the attention of the target audience at the
time of launch becomes very important. 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. To convey this via traditional modes of communication to the
existing and potential customer base may sometimes be futile. Special service camps of
exhibitions are the perfect events that provide the opportunity for a two way interaction
and error free communication. For Example, IMTEX, the Industrial Machine Tools
Exhibition, is an event used by most machine tool manufactures to explain and highlight
the new and improved features of their product.

 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. By the time the product reaches its maturity/decline stage,
the need for cutting down the budgets associated with the media campaigns, while at the
same time maintaining the customer base is felt. And events offer the best medium for
such a focused approach. It helps in generating feelings of brand loyalty in the products'
end user by treating them as royally as possible.

 Helping in communicating the repositioning of brands/products

Events help in repositioning exercises to be carried out successfully. In other words,
events can be designed to assist in changing beliefs about firms/products/services.

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  Associating the brand personality of clients with the personality of
target market

Citibank is an elite bank where people do banking with pride. Hence, other premium
brands would like to associate themselves with the same audience so as to benefit from
the rub-off effect. An exhibition-cum-sale event organized exclusively for Citibank
credit card holders, small merchandisers get to do business with the Citibank customers,
as well as build and maintain a premium image for themselves. Here Citibank acts as the
event organizer and small merchandiser's acts as participants so that they can associate
the personality of their products with the personality of Citibank customers.
 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. By becoming the official sponsors of Australian
cricket team on its India tour, Foster's hoped to achieve its goal of brand identity building
and positioning itself at the premium end of the market.

Rennie Solomito, Marketing Manager for Coors Light (Beer Company) explains that in
order to increase awareness and personality of the brand, Coors Light tries to find the
distinguishing “look of the leader” in each market. Coors Light select events that are fast
paced and young minded, for example, Coors Light Silver Bullet Concert Series featuring
artists like Bryan Adams and Celin Dion.

2. Image Building
Over and above the brand identity that a company encourages, events such as The Great
Escape conceived by Mahindra and Mahindra, exclusively for the owners of their four
wheelers, the Armada, are an attempt to build a specific image of not only the corporate,
but also the product, to let owners experience the thrill of four wheel driving, M&M
charts out an offbeat route that emphasizes the difference between normal and four
wheel driving, and lets the participant experience the high, one feels when steering and
navigating an Armada.

Coke is associated with Olympics since 1928, the rationale behind this is similar values
and ideologies: International peace, brotherhood, standard of excellence and fun.

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 Fig : Constructing the Brand Value Chain

3. Focusing the Target Market

 Helping in avoidance of clutter

Even though some events do get congested with too many advertisements, events still
provide and effective means of being spotted. For example, Title sponsorship of a major
event provides the sponsor immense benefit since the sponsors name is mentioned along
with the event like Hero Cup, Femina Miss India, Lux Zee Cine Awards.

 Enabling interactive mode of communication

Events generally provide an opportunity for buyers and sellers to interact. They also
provide a foundation for exchange and sharing of knowledge between
professionals. Example: Bang!Linux2000, Auto Expo.

Unparalleled footwear company NIKE ensures that it sponsors those events which will
give it a chance to create an emotional tie with the participants through onsite brand
usage and product presentation.

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4. Implementation of Marketing Plan

 Enabling authentic test marketing

Events bring the target audience together, thereby creating opportunity for test marketing
of products for authentic feedback. The seller can identify exactly the traits and other
characteristics that are desired. For example, marketing events that the Frito-Lay
Company used before it launched its WOW! brand of potato chips.

 Enabling focused sales and communication to a captive audience

In an event the audience is more or less bound to witnessing one particular event. In such
a situation it is very favorable for sellers to put forth their presentations without any
diversions. Such a situation is very valuable given the ineffectiveness of traditional
modes of communication in holding on to the attention of the audience.

For example, Burger King wanted to reach a young demographic in the New York area,
EMG (Event Marketing Company) helped them to create a 30-concert series at the New
York Palladium. Burger King received onsite signage and distribution of bounce back
coupons.

 Increasing customer traffic in stores

Events can be conceptualized to increase customer traffic. They can be customized to
make available, concepts ranging from retail store specific events to mega events like one
day international cricket tournament. For example, Nescafe 3-in-1 treasure hunt, co-
sponsored by McDonald's is a combined effect in increasing the customer traffic as well
as increasing the awareness among the upper class of the existence of new McD's outlets.

 Enabling sales promotion

Weekly events conducted by Crossword Bookstore helps in generating more revenue
during the weekends as compared to the revenue generated in the weekdays.

 Help in relation building and PR activities

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Practitioners of this marketing function believe that event marketing campaigns have the
ability to create long lasting relationships with closely targeted market segments.
Relationship building is not restricted to end user customers but also targeted at
enhancing new distributors and sales representative relations.

For example: Moksh organized by Ys Events & UX Events, is an annual technological

festival held by NSCIT (Dwarka) has helped the sponsors in establishing their
relationship with the Institute and ensuring that an image of being interested is created
and nurtured.

Coke is sponsoring the Olympic since 1928. As coke does business in over 200 countries,
the Olympics give the company the opportunity to identify its product with the foremost
special event in the world.
 Motivating the sales team
The need for interaction is not restricted to external customers only and end consumers
are not always the focus of live media exercises. This is especially popular amongst
pharmaceutical and other FMCG companies. For Example, during the cricket world cup
held in England HSBC introduced a unique pattern of motivating the sales force by
awarding them runs instead of the traditional points system. This resulted in conversion
of almost all of its employees into sales person.

 Generate immediate sales

Most events let firms install and exclusive boot and give the permission to exploit the
opportunity to merchandise. Events such as the annual limited period discount sales from
Wrangler and Van Heusen are authentic stock clearance and seconds sales aimed at
generating immediate sales.

 Generating instant publicity

An event can be designed to generate instant publicity upon the implementation of
marketing strategy. The e-commerce start up Half.com, which wanted to sell products
such as CDs, Books, Movies and Games over the internet was up against major and
strong competition. The result of this publicity stunt started the ball rolling towards
getting this company purchased by eBay for more than $300 million.

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  Enabling market database assimilation, maintenance and updating
By keeping track of the reach and its effectiveness as well as interacting with the
audience that actually turns up for the event, event sponsors can assimilate and authentic
database. The database can be used to track various marketing trends. Events can then
help in maintaining and updating the database.

ADVANTAGES OFFERED BY EVENTS

As is clear from the preceding section, use of events as a marketing communication tool
not only take care of the problems associated with traditional media but also offer certain
advantages because of which events are gaining importance over them. Some of the
advantages are detailed below:

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

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

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

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

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

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5. Live media also enables interactive communication. Live media scores over
conventional advertising in terms of reach, impact and tangible immediacy of
measurement. Live media communication is a complete sensual experience as
compared to a press advertisement or TV/Radio commercial. This is so because of
press ad is basically a flat piece of paper and a commercial is just an audiovisual
experience. The high recall value of live media communication is also a major
factor.

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

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

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

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

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Event Management in Bilaspur(CHHATTISGARH)
Event management in Bilaspur, Chhattisgarh, involves a range of services focused on planning and executing
events, from weddings and private celebrations to corporate events and exhibitions. The most common
events organized here are:
 w Pro du c t L a unc he s a nd Prom ot i ona l E ve nt s
 Décor

 Handic
rafts

 Mela
 Different Corporate Meetings
 Fashion
Shows

 Musical
Concerts

 Dandiya
Raas
 Nightlife
parties
 Concerts &
shows
 Fest & live
shows

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Event Management can be classified on the basis of service provided, into two categories:

Complete: It covers all the aspects from conceptualization to execution till client
satisfaction feedback.

Partial: They provide partial services like a combination of few for example lights and
catering or music, venue and celebrities.

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 Event Management is still at a personal level. There is no full- fledged event
Management Company working in the city, but below mentioned organizations are
acting as partial or complete service providers.

Event Management Companies

 Guru Kripa Events Organizers
 Happy Moments Event Planner
 NRD Events Bilaspur
They organize birthday parties, marriages and fashion shows which are mainly for
entertainment or fun purpose. They deal at both micro and macro level there parties are
starting from few thousands to as high as 35 lakhs. The biggest event which they have
managed was a show worth 25 lakhs in 2009 year. If required they can call celebrities
also, but then the budget will touch 12-15 lakhs figure. The events that they normally
organize are:

□ Dandiya Nights.

□ Dance Parties.

□ Wedding Parties.

□ Club Parties.

□ Farm Parties.

□ New Year Parties.

□ Concerts & Shows.

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 Company’s Profile

Guru Kripa Events Organizers

(Located in Gitanjali City Phase 1, Mangla, Bilaspur-Chhattisgarh, they offer services as a tent house,
balloon decorator, and DJ)

Guru Kripa Events Organizers in Mangla, Bilaspur-Chhattisgarh, according to Justdial, is an event management company
that specializes in creating memorable atmospheres for various events, including weddings, corporate events, and themed
birthday parties. They offer a range of decoration services, including decorative backdrops, table centerpieces, floral
arrangements, and lighting setups. Guru Kripa has been in operation since 2005.

Key Features and Services:

 Event Decor:

Guru Kripa specializes in creating bespoke decor for different events, ensuring that each event has a unique and memorable
atmosphere.

 Wedding Planning:

They handle all aspects of wedding planning, from venue selection and vendor coordination to event design and timeline
management.

 Corporate Events:

They offer sophisticated event setups tailored to corporate branding and specific event themes.

 Themed Parties:

They create immersive experiences for guests at themed birthday parties and other gatherings.

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  Additional Services:

They also offer services like stage decorators, disc jockeys, and wedding decorators.

 Customer Reviews:

Guru Kripa Events Organizers has an average rating of 4.5 on Justdial.

Happy Moments Event Planner

Happy Moments Event Planner and Event Management company is a reliable and highly-rated event planning and
management company, particularly known for its expertise in wedding planning and other events. They offer a range of
services, including venue selection, catering, decoration, and event coordination, ensuring that clients can enjoy their
events stress-free.

Key details and services:

 Location: Saranda, Bilaspur-Chhattisgarh (Near Bhatri Chowk). They also have locations in Patna (Kankarbagh),
and Rae Bareli.

 Specialization: Weddings, corporate events, social gatherings.

 Services:
o Event Planning and Management: They handle all aspects of event planning, from initial concept to
execution.

o Wedding Planning: They specialize in creating memorable wedding experiences.

o Venue Management: They can assist with selecting and managing venues.

o Catering: They offer catering services or can help coordinate with caterers.

o Decoration: They provide various decoration options.

o Sound and Lighting: They offer sound and lighting services.

o Photography: They can provide photography services for the event.

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 o Photo Booths: They may offer photo booth services.

o Event Management: They have a dedicated team for event execution.

 Contact Information:

o Phone: 0333-4964413, 0336-4723740.

o Email: [email protected].
o Instagram: @happymomentsevent.
o Facebook: @happymomentsevent.

 Packages: They offer various packages tailored to different event needs and budgets.

 Reliability: They are known for their reliable and efficient services, often recommended by previous clients.

 Additional Services: Some locations also offer services like stage and venue styling, food carts, and all-in
packages.

NRD Events

NRD Events, a highly-rated event planning and management company, is located in Sarkanda, Bilaspur,
Chhattisgarh, according to Justdial. They specialize in creating memorable experiences for weddings, corporate events, and
social gatherings, offering customizable options for various event types. Their team includes event organizers, and they are
known for attention to detail, ensuring flawless execution for clients. NRD Events also operates a dance studio in the same
location, making it a versatile venue for various occasions.

NRD Events Details:

 Location: Sarkanda, Bilaspur, Chhattisgarh

 Services: Event planning, management, and dance studio

 Specialties: Weddings, corporate functions, social gatherings

 Rating: 4.8 stars based on 30 customer reviews

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 Team: Includes event organizers and other specialists

 Customization: Offers customizable options for various events

 Focus: Attention to detail and flawless execution

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 Data Analysis

Based on the prior trend the expected number of events in future are
approximately 105, out of which the probability to provide services ( partial and
complete both) is 56% the figure comes around to be 60 events per annum. The
projections regarding the profile of customers are as follows:

The majority of customers will belong to same classes' professionals and business
class. The service class will still remain ignorant to it. Looking at the trend of
emerging professional educational institutes, the event management companies
are very optimistic.

60% of the respondents said that the major problem in the progress of the
industry is lack of awareness and 40% said that getting sponsors for the event is
the biggest problem.

The profile of events that takes place is still not the utility based like product
launch and corporate meetings its still mainly entertainment based only, it
occupies 65% of the share of total events.

Still event management companies have left one of the major aspect of post event
communication which includes the media coverage and the client satisfaction
surveys. That is the reason the companies are not able to perform better. This also
hinders the brand building exercise of these companies.

Looking at the local preferences, the companies are not paying due attention to
facilities like catering.

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The majority of the customers are attending events like marriages, live shows and
trade fares only. Events like product launch and utility events form a very small
segment.

The most preferred price range is Rs. 250-500 and the mean value is Rs. 422 as
per our findings.

A very less number of people prefer hiring event management companies, the
number is as low as 11%, but one can see that the partial outsourcing is preferred
by 58% people.

The sample's biggest constituent are professionals(43%) and the business

class(28%) people even then the biggest reason for the hindrance of event
management companies progress is over priced services (28%).

39% of the sample size gives more importance to overall arrangement rather than
other individual facilities, but still people go for partial services (58%) it reveals
that the complete services are expensive for the localites.

87% of the sample size feels that the event management industry will flourish in
the near future.

Therefore we can say that though the public is ready to accept the concept, but
due to reasons like higher expenses, poor availability and reliability of
existing players, the picture is not very rosy.

But as the awareness level of public will increase the growth of industry is bound
to happen. Partial outsourcing is popular as well as acceptable, to a greater extent,
therefore it can be hoped that event management companies as a full fledged
service provider will emerge.

Event Marketing companies were also targeted and their response was also taken
which added value to my thesis.

Let's have a look at what people feel about Event Marketing.

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.

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 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.

Questionnaire

Annexure.1 (General Public)

Name :

Age :

Gender :

Occupation :

1. Which of the following events do you attend?

a) Wedding

b) Trade fare

c) Corporate events

d) Live shows

e) Sports events

f) Product launch
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 g) Club

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
b) Product/service you have never heard of
▪ More likely
▪ Less likely
▪ Neither more nor less
c) 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

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 □ Signs and Banners

□ Somebody invited me to participate

□ The crowd that was already taking part in the event

□ Others

4. How long did you stay at the mobile event?

□ 1-15 minutes

□ 15-30 minutes

□ over 30 minutes

5. Which of the following is true? After leaving the mobile event I understood
the company/product…

□ better

□ same

□ less

6. Possible difficulties / drawbacks in hiring an event management company

a) Expensive

b) Availability

c) Reliability

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 d) Quality of work

e) Limited choice

f) Less flexible

7. What is the number of events organized in your city per month?

a) 1-5
b) 5-10
c) 10-15
d) 15-above

8. Do you think event management as a profession/business will be a success in your city

a) Yes

b) No

9. Which course of action do you prefer while organizing an event?

a) Personal arrangement

b) Hiring event mgnt comp.

c) Outsourcing

10. Possible difficulties / drawbacks in hiring an event management company

a) Expensive
b) Availability
c) Reliability
d) Quality of work
e) Limited choice
f) Less flexible

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 Annexure.2 (Company Staff)

Name :

Age :

Gender :

Position :

11. What is the number of events organized in the city per month by you (Ys, Ux & R2S)

a) 1-3
b) 3-5
c) 5-10
d) More than 10
e)

12. Profile of customers of event management companies

a) Business man
b) Service class
c) Professional
d) Educational institutes

13. Problems faced by the event management companies

a) Licenses

b) Sponsors

c) Lack of awareness

d) Permission

14. Different types of events mostly organized by the companies

a) Corporate Meetings
b) Product Launch
c) Promotions
d) Marriages
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 e) Fairs
f) Live Shows
g) Musical Concerts

Analysis & Interpretation

39

Satish Singh–Pure Events & Solutions

9911496206
Interpretation
From above diagram we conclude that every event has its own segment & wedding is the
biggest segment people do attend this event time to time since marriages are on regular
basis. Other events have their own taste & preferred by peoples.

What is the Buying Behavior after a positive

experience of an EVENT
90 88

80 78

69
70

60

50

40

29
30

20 16
10 6
10 3 3

0
More less neither More less neither More less neither
likely likely likely likely likely likely

a b c

Where,

a = Product/service you have heard but not checked out yet

40
b = Product/service you have never heard of

c = Product/service you already use

Interpretation

If people had a positive experience, about the event 88% are more likely to buy a product
just when they were aware of it. Surprisingly, 78% are more likely to enter into the
buying process even if it's a new product

Reasons for participation in any event

80
80

70
66
63
60
60

50

40

30

20 18
16
13 14 13
9 10
10 7 7
3 2 3 3 3 3
1
0
The The product My friend/relative The event Other
product/ ervices or company had a positive offered an
matched my was experience activity I could
i terest sponsoring participate
an activity I
enjoy
22-29 yr 30-44 yr 45-54 yr 55+ yr 41
Interpretation

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. The next best reason for
participation across all age groups is the activity which the attendees enjoy.

People spend time at mobile events

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Satish Singh–Pure Events & Solutions
9911496206
 8%

24%

68%

1-15 mins 15-30 mins over 30 mins

Interpretation

68% of the total respondents spend approximately 15 mins. on a mobile event and every
less people spend over 30 mins.

Which of the following is true? After leaving the

mobile event I understood the company/product…

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Satish Singh–Pure Events & Solutions
9911496206
 1%

24%

75%

better same less

Interpretation

Mobile events which demonstrate product features are more likely to generate better
understanding about a company or its product..
Interpretation:-

From above we can conclude that there is no relationship between possible

difficulties/drawbacks hiring an event management and general people's occupation

45
Satish Singh–Pure Events & Solutions
9911496206
46
Interpretation

Most of people said event management as a business/profession will be a

success in the city. Since it has potential.

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Satish Singh–Pure Events & Solutions

9911496206
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9911496206
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9911496206
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Satish Singh–Pure Events & Solutions
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 Key Problems

 Low awareness among the people.

 Conservative mentality doesn't allow people to accept major changes.
 Lack of proper marketing and advertising by existing companies.
 Proper security measures not available.
 Performance of existing companies is doubtful, that is the reason, localities that
organize events, hire event management companies from Delhi, Mumbai and
Delhi.
 Cost factor influences people to take partial services from event management
companies.

 Due to poor response and lack of cooperation from public the companies are
not interested in expansion.

 Economies of scale not available to companies, therefore big players are not
interested to enter this city.

 Service Portfolio of companies is very wide for the city.

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 Recommendations

 Companies need to focus on some particular kind of events that they will
organize, this will help them gain proficiency in their field, ultimately
leading to cost saving.
 People should be made aware about the concept through proper media
coverage telling them about the successful events and the benefits.

 People should be made aware about the fact that hiring an event
management company would help them save time, efforts and cost.

 Rather than looking at the press people as their competitor they must
join hand with them to share the cost and benefits also. Press people can
get better exposure and provide the companies advertisements on a lesser
cost.
 Due to innovative marketing tools the traditional marketing tools are
redundant so Bilaspur ‘s business class must also know that it’s time to
switch
 over to the new tools like trade fares and road shows rather than press
advertising.

 The charges for complete services should be reduced. As an example,

for catering services the general market price is around Rs.75 per plate,
but
 generally, companies are charging around Rs.140 per plate. Similarly, the
other services' charges must also be reduced up to a viable extent.

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