Part-AIndustry Profile:Event management is the application of project management to the creation anddevelopment of festivals, events and conferences.Event management involves studying the intricacies of the brand, identifyingthe target audience, devising the event concept, planning the logistics andcoordinating the technical aspects before actually launching the event. Post-eventanalysis and ensuring a return on investment have become significant drivers forthe event industry.The recent growth of festivals and events as an industry around the world meansthat the management can no longer be ad hoc. Events and festivals, such asthe Asian Games, have a large impact on their communities and, in some cases, thewhole country.The industry now includes events of all sizes from the Olympics down to abreakfast meeting for ten business people. Many industries, charitableorganizations, and interest groups will hold events of some size in order to marketthemselves, build business relationships, raise money or celebrate.Marketing toolEvent management is considered one of the strategic marketing andcommunication tools by companies of all sizes. From product launches to pressconferences, companies create promotional events to help them communicate withclients and potential clients. They might target their audience by using the newsmedia, hoping to generate media coverage which will reach thousands or millions
of people. They can also invite their audience to their events and reach them at theactual event.ServicesEvent management companies and organizations service a variety of areasincluding corporate events (product launches, press conferences, corporatemeetings and conferences), marketing programs (road shows, grand openingevents), and special corporate hospitality events like concerts, award ceremonies,film premieres, launch/release parties, fashion shows, commercial events, private(personal) events such as weddings and religious services.Clients hire event management companies to handle a specific scope of servicesfor the given event, which at its maximum may include all creative, technical andlogistical elements of the event. (Or just a subset of these, depending on the clientsneeds expertise and budget).Event Management Industry in IndiaThe economy of India is growing by leaps and bounds and there are various ever-growing industries that are contributing to increasing the nation’s coffers. Onesuch industry is that of event management. This industry has come a long way inthe last five years or so and today is no less than a multi-crore industry, as awhole. And the size of the companies varies from the rather small ones thatmanage small events such as birthdays and weddings, to the larger players, whoorganize national and international events.During the early part of the 1900s the industry had spent up to Rs. 20 Crores, perannum on events. And in the last couple of years, all the event companies arespending to the tune of approximately Rs. 1,800 Crores, per annum.
The event management industry in India involves the requirement of various skillsthat have caused it grow the way it is in recent past. These skills include: Organizational skills Technical knowledge Public relations Marketing Advertising Catering Logistics Decor Glamour identity Human relations Understanding of laws and licenses Risk management Budgeting Study of all allied media Local and national, as well as international eventsEvent managerThe event manager is the person who plans and executes the event. Eventmanagers and their teams are often behind-the-scenes running the event. Eventmanagers may also be involved in more than just the planning and execution of theevent, but also brand building, marketing and communication strategy. The eventmanager is an expert at the creative, technical and logistical elements that help anevent succeed. This includes event design, audio-visual production, scriptwriting,
logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.An event architect is an event manager that becomes involved at the earlyinitiation stages of the event. Specially for larger public events, at the initiationstage, the event architect needs to make crucial choices and decisions related tothe creative concept and design of the event. In depth technical design knowledgeand full understanding of how to communicate a company´s message across apublic are needed in order to make the event effective.If the event manager has budget responsibilities at this early stage they may betermed an event or production executive. The early event development stagesinclude: Site surveying Client Service Brief clarification Budget drafting Cash flow management Supply chain identification Procurement Scheduling Site design Technical design Health & Safety First Aid Services Environmental and ecological management Risk management
An event manager who becomes involved closer to the event will often have a morelimited brief. The key disciplines closer to the event are: Health & Safety including crowd management Logistics and vehicle selection Rigging Sound Light Video Detailed scheduling and agenda planning SecuritySustainabilitySustainable event management (also known as event greening) is the process usedto produce an event with particular concern for environmental, economic andsocial issues. Sustainability in event management incorporates socially andenvironmentally responsible decision making into the planning, organization andimplementation of, and participation in, an event. It involves including sustainabledevelopment principles and practices in all levels of event organization, and aimsto ensure that an event is hosted responsibly. It represents the total package ofinterventions at an event, and needs to be done in an integrated manner. Eventgreening should start at the inception of the project, and should involve all the keyrole players, such as clients, organizers, venues, sub-contractors and suppliers.
Company Profile Background & Inception of the Company: Wings Groups was started in the year 1994 in Bangalore by three people. Mr. Arun Samuel is the Chairman and the Managing Director of the company. Now after 19 years the company has more than 5000 employees working for them and it is still growing. The company is the brand activation arm of the Wings Group of companies present across 588 cities in India, and a global presence in 5 countries i.e. Dubai, Bangladesh, Singapore, Bangkok and Sri Lanka. At Wings they energize the brands market presence through inventive ideation that connects brands with buyers in an engaging way They conceive and commission ideas that integrate elements of emotions, logic & general thought processes to connect with the consumer. Nature of Business Carried: Wings groups are into Wings Brand Activation, Wings Infrastructure, Wings Bizpro, Wings Facility Management, Wings Dream Homes, Wings School of Music, Wings Conference Center. Wings Group Wings Wings Wings Wings Wings Wings Wings Brand Infrastructure Bizpro Facility Dream School ConferenceActivatio Management Homes of Music Center n
Wings Infrastructure does Identification of premises, approval from clientpersonnel, due diligence & agreement signature, design – CADD approval andinfrastructure build up.Wings Infrastructure have few clients for whom they have worked for such as Acer,92.7 Big FM, Nokia Retail outlet, ICICI, Canon, Nikon, Digi-World Videocon, ITCRetail Architecture and many more.Wings Bizpro organizes Call centers for their clients, Staffing Solution. They areinto recruiting and training employees for their client, the also manage the payrolland the temperature staffing of their clients employees.Wings Facility Management is into Housekeeping, Administration and security. InWings Dream Homes there is a tie up with Berger Paints wherein they are thealternative sales channel for Berger. Here the company paints the houses for theirclients according to their dream. Wings school of Music is all about teachingmusic to the school children. It started in June 2009 by more than 200 studentslearning various instruments like Drums, Piano, keyboards, Guitar, Vocals, Violinand so on.Wings Brand Activation Offers
Mission Statement:To be a company that honours God. To use God-given ability to create wealth, andlook after their first responsibility – their families.To share the wealth with the people working in their organization. To create jobsand to be a blessing to people, based on the principle.“You give a man a fish,You feed him for a day,You teach a man to fish,You feed him for a lifetime.”We aim to be the best, to be faithful.We plan to achieve this by promoting products, organizing events and tradefairs, using these and other ideas to help us achieve these objectives.ValuesINTEGRITYIn professional and personal ethics.COMMITMENTto our customers, our company and our profession.PASSIONfor excellence and productivity.
SPEEDin performance and in results.Goal of Wings Brand ActivationThe goal of every WINGS activity is to establish a connection in such a way thatthe consumer responds to a product offering based on both emotional & rationalresponse levels.They help their clients to improve their performance, reduce costs and deliverresults throughout the BTL and event portfolio; from in-store campaigns to mallengagement programs, from tradeshows and conferences to road shows, mobilemarketing and sponsorships.The goal of every Wings program is to create a unique Brand experience thatmeasurably moves prospects closer to purchase, as well as current customers intodeeper relationships.Promotions OfferingsThe company is into various promotion strategies such as In shop Promotions Airport Promotions School & College Promotions Mall Activities Kiosk Promotions Corporate Promotions Road shows
Merchandising/ Window Display Street Promotions & Highway Promotions Launches / Inauguration Sports Promotions, Arches/ Banners, Seasonal CelebrationsIn Store/ In shop Promotions: Promotion of brands within a store or just outsideits fascia is complex and an elaborate process.For Wings Brand Activations, it’s been a series of eventful and interesting projectsto design for an awesome experience of the brand by the customer. Sampling theoperations, surveys and engaging the consumer, promoting a sale working with the targ etgroup, every sales promotion strategy starts it with a business objective and endswith a story that culminates with a sale.Airport PromotionsIt organises the promotion within the large spaces and enclosures of an airport. Itrequires imagination, astute skill and precise acumen. Wings Brand Activationshas strategized and planned promotions in airports with excellence.School & College Promotions
For school promotions the passion of the Tata House was to build the country with a strong value system led to a Strategy of a School Level Essay Contest. It was started in the year 2005; it was done in 6 Cities and 240 English medium Schools. Wings Brand Activation is currently doing the Activity in various languages across India. A college student spendsmoney, and college promotions get the product and themarketing messages front and center in their collectiveconsumer consciousness. Their choices and influencestoday and effects their spending decisions for the years tocome. Wings provide practical Below The Line (BTL) solution at college campusesthroughout the country.Mall ActivitiesInternational glamour brands such as L’Oreal, multinational camera connoisseurslike Canon, has selected Wings as their promotions agency of choice. Logitech, amulti product company choose Wings to do multicity promotions.IT maestros namely IBM, INTEL and Lennovo,have assigned prestigious and on-goingpromotions to Wings. Radio giant such as BigFM and down-to-the-ground companies such as Bosch, ICICI, and EsseIR haveaccolades for every one of their product promotions, handled by Wings.
Here Wings organises events, or programmes inthe Malls for the customer so they be fascinatedtowards the product and the promotions aredone. Mainly games are organised, lucky draw,quiz contest, fashion show, Music Contest andmany more. Here the promoters also explain thecustomers about the product and informs them about the benefits and the featuresof the product.Kiosk PromotionsIn-shop demos or in-store campaigns or road shows and mobile displays, WingsBrand Activations extends the reach of the companies brand through the last mile.They have multiples of value, reach and depth which no other events andpromotion agencies have. Wings provide superior reach, knowledge, manpowerand resources at a single point.Corporate PromotionsCompany gatherings, corporate anniversaries andcelebrations, weddings, birthdays and simple get-togethers are part of the hundreds of promotionswithin companies that Wings Brand Activationsorganises.From conceptualization to the minute’s detail of each activity, Wings BrandActivation is known for its meticulous and fine attentions to detail.Road Shows
It is the tiniest hamlet in the remotest corner of India or the biggest, glitziest metroin the country. The optimum activation of the companies brand anywhere anyplacewas done by the Wings Brand Activations mantra. Wings scales up or down,according to their client’s requirements, whether to be a mega outdoor promotionor a snappy, indoor sampling operation.Merchandising/ Window DisplayWings brand Activation has large experience in this area. Attracting thecustomer’s attention through visual merchandising requires a keen and overallunderstanding of the consumer and the shopping profile of the brand. It also callsfor the powerful dynamics that are at play in retail formats. Coupled with theseknowledge factors, Wings know how to creatively translate the desired brandcommunication into below-the-line solutions. Within the channel formats they aredeployed in.Moving the brand/sales objectives from a visual strategy to an implementablecreative translation, using 3D skills and a thorough knowledge of materials andlogistics forms is the core competency in this arena.Wings services range are from typical FMGC VM solutions such as POP displays,Gondola design, fabrication and implementation to window displays solutions andinternal signage.Street Promotions & Highway PromotionsOften companies take to the streets to demonstrate the power of their brands andthe functionality of a product. Wings Brand Activations has staged some of thefinest street plays bringing brands dynamically to life. Wings resources include thebest talent in the country and the expertise and experience to stage enthralling
performances drawing crowds by the droves. Wings also does Highwaypromotions where they provide service as well as free sampling also about theproducts.Launches / InaugurationThe launch of the product occasions the opening of its brand new showroom;Wings have organized spectacular openings of showrooms for the big names inbusiness. Equally, Wings is at home with low-key promotions of small and mediumenterprise inaugurations.Sports Promotions, Arches/ Banners, Seasonal CelebrationsThese are the other few promotions which Wings does for their clients.RetailIn retail the company does Retail Visibility, conceptualization, design andexecution, brand communication, and integrated services. Here the companydecorates the retail according to their client’s requirements, according to thefestivals. In this case the company decorates the retail outlet in such way to attractcustomers for their clients. In retail there is also merchandising and retail audit isdone. Statistics reveals that more than 70% of all purchase decisions are taken atthe point of purchase itself. The influence of purchase behavior is throughCompetitors:
In Goa there are many event companies, as Goa is known for organizing eventsfrom small birthday parties, corporate meetings to high class weddings, or eventslike Sunburn which is 3 days party. Even International Film Festival India takesplace in Goa.As there are many events taking place in Goa there are many event companiescome up, which is competitor to Wings Brand Activation (I) Pvt Ltd.The Competitors of Wings Brand Activation are Funcky Heads Bull Eye Mandovi Entertainment Hye Entertainment Innovations BuzzSWOT AnalysisStrength: Deep reach to maximum villages like and cities in India. The company organizes best retail activities which has its highest reach. There are more than 5500 employees working for the company. The company executes any small or big plans or events, the employees are very dedicated to their work.Weakness: There is no in house production in Wings Brand Activation.
They are less focused in organizing events such as corporate meetings, weddings, parties so on. Every activity should be sanctioned by the Head Office.Opportunities: Hire Vendors for the company. Promotion of Wings Brand Activation must be done. Wings Brand Activation should have their own in house products. Should also focus in organizing events along with promotion activities.Threats: There are many competitors in Goa market, with their own in house products. There are new upcoming event companies coming up in Goa.
Part-BService QualityService quality is a comparison of expectations with performance. The aim may beachieved by understanding and improving operational processes; identifyingproblems quickly and systematically; establishing valid and reliable serviceperformance measures and measuring customer satisfaction and other performanceoutcomes.Service Quality in WingsTheir aim is to build a strong working bond with their clients and thereby increasetheir satisfaction which will lead to repeat business. They ensure the highest levelsof event management service for every client. They meet the deadlines, stay withinbudget and constantly strive to improve their products and services.Their key value is their staff. They pay close attention to developing theircorporate culture and ensure that the qualifications of their team members matchtheir task.