Analysis of service quality of Eventum marketing incorporationDEPARTMENT OF BUSINESS ADMINISTRATION UNIVERSITY OF LUCKNOW By-Gaurav Kardam MBA (MARKETING) 3rd semester
Company profileEventum Marketing Inc. is Lucknow based Event Management Company andestablished in 2009 in Lucknow (U.P.) with the guidance and vision of MDMr.Shailendra Pratap Singh. Eventum is spread all over in UP, Uttrakhand,Rajasthan within 3 year. Company Moto is encouraging the business throughinnovative ideas to get their achievements .Eventum marking incorporation service a variety of areas including corporateevents (product launches, press conferences, corporate meetings andconferences), marketing programs (road shows, grand opening events), and specialcorporate hospitality events like concerts, award ceremonies, film premieres,launch/release parties, fashion shows, commercial events, private (personal)events like weddings.Companies Prestigious Clients are Yamaha,TVS Motor ,Videocon,pepsi,Godrejinteriors,Ansal Api,HDFC,Dish TV,mahua channel,suvidha starnet(Beam),Castroloil,Prism cement,Hindustan times,Honda and many more .
Introduction to Event management “Events are occurrence designed for marketing interests.”Event management generally means conceptualizing, meticulous planning, organizingand finally executing an event.It is a set plan involving networking of a multimedia package, thereby achieving theclients objectives and justifying their needs for associating with events.Events can bring community together for purpose of fundraising, change a town or city’simage, expand its trade, stimulate its economy, help companies to market and introduceits 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 andfunds.Keys to successful events:• Organization• Co-operation
Objectives To have the corporate exposure and understand the working environment of Eventum marketing incorporation. Analysis of service quality of Eventum marketing inc. To find out the level of clients satisfaction with the Plans, offers and services offered by Eventum marketing inc To have the knowledge of how to deal with customers and solve their queries.
Activities The time I joined Eventum marketing for the internship there were many events organized by the company and there were many to come. Eventum marketing is a limited employee company so I had a better chance of learning. company was working on the following events the time I joined - Honda launching for dream yuga bike @ Taj hotel , Lucknow, Honda launching for dream yuga bike @Hotel pacific dehradoon Honda wanted Eventum marketing to organize a press and dealers meet . We had a meeting with their finance manager about their total budget and proposed venue. Then I visited the proposed venue with my manager. As our decided venue was lucknow at taj hotel and dehradoon at hotel pacific we visited and met with hotel managers and finalized the whole events.
Analysis of Service quality Service quality is a comparison of expectations with performance The service quality can be measured on the following five dimensions:• Reliability : The ability to perform the promised service dependably and accurately.• Tangibles : The appearance of physical facilities, equipment, personnel and communication materials.• Responsive : The willingness to help clients and provide promptness service.• Assurance : The knowledge and courtesy of employees and their ability to convey trust and confidence.• Empathy : The caring, individualized attention provided to the customer.
RESEARCH METHODOLOGY Analysis of service quality of Eventum marketing inc. To find out the level of clients satisfaction with the Plans, offers and services offered by Eventum marketing inc.Research Design• The research design is a descriptive research design
SAMPLE DESIGN• Sampling frame:- Individual customer• Sampling Unit:- Individual• Sample size:- 20• Instrument:- Sample survey• Sampling Tools:- Questionnaire• Period of Study:- six weeks
Analysis and Interpretations clients satisafaction with facilities/venue of the event 9 8 7 No. of clients 6 5 4 3 2 1 0 extreamly moderatly slightly satisfied neither satisfied slightly dissatisfy moderatly satisfied satisfied nor dissatisfied dissatisfyMajority of customers are satisfied with facilities/venue of the event.So we can interpret that the eventum marketing inc. has ablility to provide a goodvenue with perfect facilities that add value to the services.
How many of the objectives of the event were met? 9 8 7 6No. of clients 5 4 3 2 1 0 all of them most of them about half of them some of them none of them 4clients said their all the obejectives of the event were met and 9 clients said most of them obectives were met. From the analysis we can interpret that the majority of the clients are satisfied with the work of eventum marketing.
Clients overall satisfaction with Eventum marketing inc. 3% 5%0 0 extreamly satisfied 12% slightly satisfied moderatly satisfied niether satisfied nor dissatisfied slightly dissatisfied moderately dissatisfied 80% extreamly dissatisfiedFrom the analysis we can interpret that the most of the clients are satisfywith the work of eventum marketing and eventum marketing is doing agood job in event management.they give a good quality of services to theircustomer.
Findings• Company has the ability to perform the promised service dependably and accurately.• Company has the willingness to help clients and provide promptness service.• Majority(80%) of customers are satisfied with the quality of services given by the company.
Suggestions/recommendations The current number of employees working in the organization is low. This also causes increases the workload and employees cannot perform the tasks more efficiently. So they should hire more employees, a separate person for the separate job. They should increase their areas of services. They are more focused towards the lucknow ,Kanpur,allahabad and they do not take part that actively in the markets of other cities which have potential for such business like delhi,chandigarh and etc. so they should provide services in those areas on the regular basis as well. They should take advertisement to the next level. Especially in the field of broadcast media this will increase company’s profit and an edge to stand against their competitors . They should train their employees more often because of changing trends. Marketing strategies change time to time so with proper training they will be able to keep with the pace of it .