Date: 19th/20th/21th October 2012
Concept Conceived by
As Navratri approaches, the city of Hills shines in its colourful image. The festivities bear
ample testimony of culture, as being promoted by Event Engineers by way of a DANDIYA
RAAS event at the Koregaon Lawns (need to be finalised) from 19th/20th/21th Oct, 2012. It
is that time of the year when everyone shall respond to the magical call of enjoyment and
joyous celebration at the three day event in a classy form. The event has theme parties
varying on daily basis. We invite you to this exuberant and mesmerizing event fuelled by the
celebrities of glamour world (Mumbai), where one can enjoy both Dandiya & other
traditional dance including Bollywood at the same time. An experience of a lifetime, this
event promises plenty of fun and enjoyment with a footfall of more than 1,500 people of all
Event Engineers work with various non-profits, corporations and individuals sets it
apart in the event planning landscape. Our strength is our management. When you hire us,
you bring on a plethora of experience and knowledge that covers the gamut from venues,
travel, audio visual, speakers, entertainment, décor, volunteer management, strategic
positioning, marketing and more. Our value added services include the following:
Create and maintain a detailed project plan
Prepare a detailed budget, revenue, expenditure and cash flow
Prepare a production schedule as a framework for executing the event
Research venues, facilities, services and suppliers
Source a list of suitable vendors
Manage all vendors through event completion and invoicing
Follow-through regarding deliverables
Participate in post-event debrief and feedback
Event preparation will begin early on the day of the event. The venue will be transformed in a
vibrant array of colours. Tents, lanterns, lighting, foliage, spices, incense and appropriate
props will accent and enhance the experience. The stage will be setup for entertainment and
the dance floor and DJ will be positioned as appropriate. The food stations will add to the
décor as will the welcome party with the traditional Indian Aarti tray to welcome your guests.
Lawn: One of best lawns in the prominent area of the town will be rented for this
purpose. The venue will have adequate connectivity, good parking facility and
continues power and other vendor service. Accessible from all part of the city also
feature as prominent place for regular events.
Tents-Rental of gorgeous tents that inspire visions of the bygone era in a riot
of colours will be provided to Event Engineers by our exclusive vendor. These
tents are customized for our events.
Fabrics-Recreate the magic, the fantasy and the mystery of India using large
draperies with colour gauze, floor-length tablecloths & gold chair covers
Props-Including but not limited to gorgeous facades, Accents, lamps, pillows,
throws, jewelled arts and crafts
Lighting-Spot lighting for tents, White votive around casting a soft glow on
the tables. Extensive mood lighting, Lanterns reminiscent of the bygone era
add to the mystery
Floral Arrangements-Centrepieces created to
enhance the colours and setting of the
Rangoli Patterns-Gorgeous designs created on
the floor/ large trays/ tables using flowers,
colour powders or colour lentils
North, South, East and West Indian cuisines
Cooking demonstrations by our exclusive partner chefs
Hot and cold stations creating ready to eat, Drinks
Classical with explanations/ descriptions of the items
Pop music with the latest mixed numbers
Classical band with traditional instrument
Hindustani (North Indian)
Arabic and Indian designs
Tarot Card reader
Procure all the necessary service staff needed for the event and manage them
Valet Service to assist with parking
Servers to assist in serving of food & clean up staff
Themes/Key Messages: The key messages and themes that we are looking to push while
marketing our event are as follows.
First and foremost we need people to understand that our event is for people who are looking
for a festive experience. Having tradition as a theme is something people would like to be
part off in the regular party that is too good to missed out off.
With this being said we also want people to understand that it is a Saturday Night event and
that by attending there is a lot in it for them. It will be a fun filled time including food &
beverage. We want to ensure our marketing suggests that what is included will be worth the
Our main objective is to make people experience traditional and other popular bollywood
genre with a twist,
1) Through marketing and promotion, sell 500 tickets for event.
2) Through marketing and promotion sell 30% of all tickets in pre-sale.
3) Create awareness and interest in our event (75% of attendees should hear about event
through our marketing media)
4) To raise 500000 through the investments that put in by sponsors and group members
Our target audience comprises of two main groups, the regular party revellers and Music
Age group 10-70
Target segment-Family, Young Affluent high spending, NRI and Corporate
All genders and races
Our strategy is to use an integrated marketing approach that will enable us to sell a minimum
of 500 tickets to our target audience via our different ticket channel. We will be promoting
the event by utilizing a variety of communication methods to direct traffic to our online event
and social Page.
One method of communication will be by word-of-mouth, enabling us to sell printed tickets
to family and friends in addition to our normal ticket sales.
All pertinent event information will be posted on the event website, Facebook and twitter and
all other communication methods, which will offer a preview of the event to attract the
attention of our target audience and direct them to the website.
The communication methods that we will employ include newspaper advertisements, public
Place Hoardings, Mall standees, posters, and a social networking site.
Tactics (Action Plan): The marketing materials will be distributed and utilized in the
Hoarding, Posters and Facebook page:
Will contain visually appealing and attractive images for our target audience, in order to
capture their attention, but will have minimal, but pertinent information, including event
name, date, time, location and website URL where they will be directed to find out more
information about the event and to purchase tickets.
Hoardings will be placed in the geographic regions where there is a strong flow of target
audience. The places will identify with mutual consent.
Newspaper: Sizing of the advertisements will be ¼ page of the leading newspaper. The
advertisement will contain minimal, but pertinent information, including event name, date,
time, location, and website URL where they will be directed to find out more information
about the event, and to purchase tickets
Two advertisements will be placed within Pune city limits and these advertisements will run
twice in prime newspaper, 1 day prior to the event, and the on the event date.
Social Networking: Facebook and twitter will be the main social networking tool and will
primarily be used to encourage friends and family to attend and/promote the event via ‘word-
of-mouth’. Facebook group will be created and all team members will be administrators. All
team members will invite their friends and encourage participation in the group. Team
Members will add wall posts to update family and friends on the progress of the event
including activities planned. A Facebook event will be created by October 14th and will be
open to the public by the same date. The Facebook picture will be the event poster. Facebook
page will have a link to website for people to purchase tickets
S.W.O.T. Analysis of the event
Our Strength in marketing that we have a festive theme that appeals directly to our target
audience because it deals with current scenario and traditional mood of the people. Another
advantage we have is the past event that was held last year. They had huge success with
marketing in the newspaper. A large number of their guests attended because of that
Our cost is very friendly with package deals and very reasonable individual ticket prices. This
helps to ensure people will buy tickets in advance.
By using newspapers, Hoardings, posters, and a website we are reaching our target audience
through a variety of mediums. We have a very large market to draw from. Since our event is
being held in a great location with parking, we can draw people from across the city.
We don’t have enough funds for the marketing. We are relying on sponsorship. We do not get
to appear in the newspaper and other marketing process as often as one would like to be.
We have a limited time to get all of our marketing out there for the public’s eye. Various
marketing mediums must go out at different times. Having to deal with pressure with
newspaper deadline and only being able to get our ads in the paper on certain dates.
This could be a great partnership for sponsors. This being a niche of event could very well
appeal to companies with products/services geared toward Music, family and traditional
Some partners might see this as a good relationship but might also take advantage of the
situation; might differ from the objective.
The current Scenario of the Pune event organising and event promotion, where in party
permission for unique theme is limited and restriction is been imposed.
Art India is one of the leading outdoor advertising service providers of Pune
Art India Deliverable
Hoarding, Kiosk, Mall standee at major point as discussed and finalised
On Air radio promotion as discussed and finalised
Facebook paid ads to reach maximum target audience
Newspaper ads if required as discussed and finalised
We are sure that corporate organization would come forward to generously contribute in the
form of sponsorship of this landmark celebration in view of the fact that your
product/organization would be presented to a niche youthful audience.
We look forward to your generous participation and co-operation.
Advertisement to be given:-
Sponsors will be given prominence in accordance to the sponsorship slots and its privileges
1. Seven Hoardings at prime locations (approx. sqft)
2. Mall Marketing-Standee/Announcement and posters
3. Promotion in College and schools as cultural event
4. Quarter page ads in Pune Mirror/TOI
5. Ads In radio FM
6. Leaflet distribution via newspaper, colleges, malls, other prime locations etc.
7. Corporate Marketing
8. Logo on passes
CATEGORY/ DESCRIPTION Details TOTAL COST
venue space Koregaon park-lawn 1,00,000
Lighting Festive Lights 40,000
Sound Speakers Sound Boxes and other 40,000
Dj 2 Dj bollywood + traditonal 60,000
Decoration Traditional floral+stage 80,000
Performers Fire/traditional 40,000
Dj System Equipment for Dj 20,000
Bouncer 8 nos 10,000
Marketing Hoarding 54,000
Newspaper+Mall Marketing 70,000
FB paid ads 4,000
Permission license 50,000
Dandiya Sticks Ordered and made -
Prizes Star Performance -
Best Dress Male/Female 40,000
Video/Photo graphers On Actuals -
Total Cost 6,22,000
Gold/Main/Title Gold privileges 5,00,000
Silver/Associate Silver privileges 1,50,000
Powered By Bronze privileges 75,000
Prize As Per actuals and Mkt
Radio As per actuals
Food 3 nos 60,000
Beverage 2 nos 30,000
Ticket Sales Mini 1500X Rs500 7,50,000
Total Revenue 15,65,000