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Session i intro to events

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  • 1. Events – You think and we deliver!
    • By: Prof. Ananya Mehta
      • Symbiosis Institute of Media and Communication [Postgraduate], Lavale campus
  • 2. Events
    • Introduction
    • Definitions
    • Type of events
    • Case Study
  • 3. An Introduction to Events
    • of the study
      • To identify the uniqueness and the key characteristics of events in order to understand the business of event management as professional activity.
      • To understand and consider definitions applicable to management of events.
      • To understand classification of events, with an overview of the historical perspective.
  • 4. An Introduction to Events
    • Recreation in any form or activity is essential for any individual to survive
    • Primitive form of recreation is changing and acquiring more professional look which requires ‘someone’ to coordinate activities.
    • This is where the role of event planner comes into play
  • 5. Rudyard Kipling's poem: I Keep Six Honest Serving Men:
    • "I keep six honest serving-men (They taught me all I knew); Their names are
    • What and Why and When And How and Where and Who "
  • 6. Brand is the story, Events – unfolds the story event management Initiation & Concept Planning Implementation Evaluation
  • 7. Uniqueness
    • Events are often a highlight of a person’s life and ‘once in a life time experience’.
    • Meticulous planning required.
    • Involves lot of financial and safety risk.
    • A lot of stake is involved in events.
    • It’s a fine tuned task between task management and people management.
  • 8. Definition of Events
    • Authors such Goldblatt chose to highlight the celebratory aspect of events: ‘A special event recognizes a unique moment in time with ceremony and ritual to satisfy specific needs .
    • Prof. Donald Getz, defines special events from two perspectives -
    • customer:
      • A special event is an opportunity for leisure, social or cultural experience outside the normal range of choices or beyond everyday experience.
    • the event manager:
      • A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body.
  • 9. Types of Events
    • Events can be categorized according to size, and content. The different size of events are:
      • Mega events : the largest events are called mega-event. This type of events are ‘eye-catcher’ and are organized periodically example – cricket world cup, soccer world cup, Olympics games, Maha Kumbh Mela etc.
    Kumbh Mela, Nasik Ariel view at Beijing Olympics Kumbh Mela, UP Of T20 cricket world cup
  • 10. Types of Events
      • Regional events : this events are also known as ‘local or community’ events. Indian culture is the biggest example of this events. Example – Maharashtra Celebrates – Ganesh Utsav, Bengali community celebrates ‘Durga Puja’, Gujarati community celebrates ‘Navratri’, Punjabi’s have Lohri, Karva Chauth etc.
    Lohri Celebration Navratri Celebration Ganesh Celebration
  • 11. Types of Events
      • Major events – are the events which have a large scale and are extensively covered by media. Example – IIFA awards, DLF IPL cricket league, Filmfare awards, Lakme fashion week, the pink slip awards etc
    Lakme fashion week
  • 12. Types of Events
      • Minor events: this events are also known as ‘private events’. Example – weddings, birthdays, anniversary, community picnics etc
  • 13. Types of Events
    • Most events are marked because of content and type. This type of events relates to business, entertainment, art and literary etc. The major identified ones are:
      • Sporting events:
        • Events in arena of sports have become integral part of society.
        • Sports events are not just about managing the venue, but the entire process from initial planning to opening ceremony to closing ceremony.
        • A lot of money, men power, time and skills to implement are required.
  • 14. Types of Events
      • Entertainment, art and cultural events:
        • This type of event attract large scale audiences. Example – musical concert, stage shows, art exhibition, state carnivals, college cultural festival etc
        • The financial success of this event heavily depends upon timing and ticket price.
      • Promotional events:
        • This type of events tends to have high budget and high profiles.
        • This events are often aimed at product launch in market generally to differentiate the product from its competitors. Example – automobiles, house hold products like TV, AC etc
  • 15. Types of Events
      • Meetings, Exhibitions and Conference:
        • This type of events are seen in highly competitive market and they primarily deals with exhibitions and trade fairs.
        • This events are organized at local, national or global level as the need may be.
        • This are the extremely important forums to create awareness in the industry as well as amongst the consumers.
  • 16. Few World wide events BMW series 1 launch DLF IPL 2008 ceremony FIFA 06 opening ceremony Unveiling BMW
  • 17. Few World wide events Filmfare Awards Dubai Shopping Festival The IIFA Awards Beijing Olympics Opening Ceremony
  • 18. Case-Study ‘Layali Dubai’
    •    Dubai Shopping Festival , 2009
    • (Jan 15, 2009 to Feb 15, 2009)
  • 19.
    • The Event Extravaganza:
      • DSF is an annual shopping and entertainment festival first initiated on February15, 1996
      • The World’s largest shopping festival with slogan ‘One Family, One World, One Festival’
      • The world’s best brands at the world’s lowest prices
      • One month, around 5 million people, 40 shopping malls, 6000 brand outlets, approximate Dh 20 billion and 150 events – The 14 th edition of DSF 2009
    Case-Study ‘Layali Dubai’
  • 20. Case-Study ‘Layali Dubai’
    •     Dubai Shopping Festival , 2010
    • (Jan 28, 2010 to Feb 28, 2010)
  • 21. Case-Study ‘Layali Dubai’ -
  • 22.
    • The Impact of DSF
      • Global branding of Dubai
      • Finest example of mega event management
      • Rise from 1.5 million people in 1996 to about 5 million people in 2009.
      • Global Brands at one platform
      • Complete family and experience makes it a loved tourism spot
      • Consistent rise of average cost from Dh 2.5 millions in ’96 to Dh 5.12 million is ’03 to approx. Dh 20 million in ’09.
    Case-Study ‘Layali Dubai’
  • 23.  

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