Amity

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Summer Internship Report
On
Progress and Prospects of Event Companies in Delhi, NCR
By
Parthesh Pandey
A3906409191
BBA (gen) Class of 2010-13
Under the Supervision of
Ms. Kushi Sharma
Sr. faculty HR dept
In Partial Fulfillment of Award of Bachelors of Business Administration
AMITY SCHOOL OF BUSINESS
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303,
UTTAR PRADESH, INDIA

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DECLARATION
I, Parthesh Pandey student of Bachelor Of Business Administration from Amity School of
Business, Amity University Uttar Pradesh hereby declare that I have completed Summer
Internship on “Progress and Prospects of Event Companies in Delhi, NCR” as part of the
course requirement.
I further declare that the information presented in this project is true and original to the best of my
knowledge.
Date: 26/07/12 Parthesh Pandey
Enroll. No: A3906409191
Place: Noida BBA(gen) Class of 2010-13

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CERTIFICATE
I hereby certify that Parthesh Pandey student of Bachelor of Business Administration at Amity
School Of Business, Amity University Uttar Pradesh has completed Summer Internship on
“Progress and Prospects of Event Companies in Delhi, NCR”, under my guidance.
Ms. Kushi Sharma
Sr. Faculty
H.R dppt.

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Acknowledgement
I am grateful to BACE MARKETING PVT. LTD. for providing me an opportunity to explore
the operational aspects through Summer Internship Program
I am extremely grateful to MS. Kushi Sharma (My Faculty Guide) and Mr. Sanjay Kapoor
(My Industry Guide) who gave me triggering points to think, to move ahead in my internship
and directed me whenever needed. And also, for being a source of inspiration and guidance, for
the constructive in valuable suggestions and constant support during my summer training and in
materializing this report.
I also owe my thanks to all the office members of all the departments in the company especially
Ms Sanjay Goyal (Asst. Manager), my work would not be completed without their co-operation.
Above all I would like to thanks Ms Meeta Kapoor (Managing Director) for providing me the
opportunity for his regular interaction and enlightening us with his vast knowledge and
experience.
27 June 2010
Student Name & Signature”: Parthesh Pandey
Enroll. No: A3906409191
Program: BBA(G)

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Table of Content
Topic Page no.
Introduction & Company
Profile
6 - 11
Objective of the study 12
Research Methodology 13
Introduction of Management 14 - 17
Activities In Event 18 - 19
Event Planning 20 - 21
Evolution of Event Marketing 22 - 32
Event Management in Delhi 32 - 33
Company's Profile 34 - 36
Data Analysis 37 - 38
Analysis & Interpretation 39 - 52
Keys Problem 53
Recommendations 54
Bibliography 55
Annexure - I 56 - 59
Annexure - II 60

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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

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Atlanta games in 1996 have a reported $3 billion in the bank as a result of negotiating
sponsorship, broadcast, and licensee fees.
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 Delhi 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 Delhi in near future. The concept
needs to be popularized, by proper media coverage. The existing companies should mould their
service according to the taste and preference of the people.
The scope of event management companies in Delhi is not very good. As per my findings and
the calculations the results are not very encouraging at present. But the projections help us to
draw a conclusion that there is a scope for event management companies in near future.

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Company Profile : Bace Marketing Pvt.LTD
BACE Marketing Private Limited was formed in the year 1994 with the objective:
To be a fully Integrated Event Management Company offering -Backbone Activity for
Conferences & Events with the complete spectrum of Services under one banner.
"Over the years the BACE team has grown steadily in skills and experience, responding to the
expanding needs of clients and keeping pace with rapid development in relevant technologies. As
a team of qualified and experienced professionals, we bridge the crucial gap between what is
available and what is possible to offer solutions based on a thorough analysis of objectives,
feasibility and resources. During this period Team BACE has been creating and facilitating not
only conferences and events but also learning and development workshops. We know how to
create the energy and participation your conference needs. It's about creating the right process,
and then trusting that process."
A Methodology and Implementation plan, Work Plan Summary and the PERT chart put together,
bridge the crucial gap between ideas and possibilities, to offer solutions based on thorough
analyses of objectives, feasibility and resources. This ability to visualize and present the "big
picture" in front of the customer, is crucial and liberating, for the customer to focus more on
content and less on packaging.
Database compilation, Emailing, Hotel Bookings, Travel arrangements, Invitations, Guests
Welcome (Registration), Courier Services, Stationery, Printing, Conference kits, Audio-Video
setup, Stage & Ambience design are just a few of our many support services.

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As a team of qualified and experienced professionals, we endeavor to provide the best in terms
of quality and cost of service to our clients. We have tied up with leading service providers &
vendors of materials, manpower and equipment all over India and abroad to create a strong and
stable platform for our customers.
Mission:
" Providefeasiblesolutionsto meet customer objectives through available
resources."
Vision:
We are…..
different People with,
very different ideas on
what we should do…..
and where we should go…..
and what are our
Responsibilities and Obligations.
But what is important is….
that we Recognize..
how often,
when we work together, with our Customers,
We do great things!
Values:
Deliver on commitments
Delight customers
Develop people

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MAJOR CLIENTS LIST:
 UNICEF
 UNDP
 UNAIDS
 UNIFEM
 UNOPS
 UNFPA
 THE WORLD BANK
 UKAID
 UK Department for International Development (DFID)
 National Council Of Educational Research And Training (NCERT)
 SWISS DEVELOPMENT CORPORATION (SDC)
 Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ)
 Ministry of Rural Development (MoRD)
 Ministry of Panchayati Raj (MoPR)
 Ministry of Human Resource Development (MHRD)
 Ministry of Housing & Urban Poverty Alleviation (MHUPA)
 Central Warehousing Corporation (CWC)
 Central Pollution Control Board (CPCB)
 National Commission for Protection of Child Rights (NCPCR)
 India Meteorological Department (IMD)
 Standing Conference Of Public Enterprises (SCOPE)
 Planning Commission (GOI)
 The Hunger Project (THP)
 Association of Writers and Illustrators for Children (AWIC)
 Oil and Natural Gas Corporation Ltd. (ONGC)
 Wolters Kluwer
 Johnson & Johnson India
 Deloitte & Touche India
 Expeditors India Limited
 Inductis India
 Metamorphosis India Pvt Ltd.
 SGPGI Lucknow

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Key People:
 SANJAY KAPOOR
CEO
As founder of BACE, with over 25 years of experience in service industry, and a successful track
record in business management, Sanjay is a prominent figure in North India's Events and Travel
Industry. He brings unparalleled practical experience, vast subject knowledge and a wide
network of International, National and Local connections together as one dynamic package of
energy and experience.
As CEO and Director of BACE Marketing Pvt. Ltd. Sanjay is responsible for overseeing the
service delivery by BACE team. His key responsibilities include budgeting, budget monitoring,
risk assessment and contingency planning. A Science graduate from Delhi university with PG
Diploma in Management, he has keen eye for detail and design.
 MEETA KAPOOR
Director
Meeta, co-founder of BACE, has over 25 years of experience in service industry,
and has held key positions in several large and medium enterprises during the initial 10 years of
her professional career. Her networking skills and warm personality has boosted the growth of
BACE from 3 million (INR) to over 30 million in sales.
A Science graduate from Delhi university with PG Diploma in Management, Meeta is
responsible for overseeing the HR, Administration as well as Marketing functions at BACE. Her
people management skills have contributed immensely to the growth of BACE in size and
stature.
As Managing Director of BACE Marketing Pvt. Ltd. Meeta ensures adherence to High standards
and values.

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OBJECTIVES OF THE STUDY
The main purpose of this study is to Progress and Prospects of Event Management Company in
Delhi.
 Identify the scope in terms of the service provided by them.
 Size of the industry in Delhi.
 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.
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 Methodology
The research methodology used in this project is “Data collection”. 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 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:
 Survey Method with random sampling was used
 Sample size was 50
 Pilot study with Questioner was used for gathering of data
Secondary Sources:
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.
Tools Used for analysis:
 SPSS (Statistical Package for the Social Sciences) was used to analyses the data which
was collected, to attain the maximum accuracy possible..

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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 clients
objectives and justifying their needs for associating with events.
Events can bring communitytogether 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 occupies 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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TelevisedEvents
 Events specially created for television channels
Sports Events
 Focused around a sporting event
Concept Events (Theme BasedEvents)
 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 equipments and arrangements. At this time day-by-day tracking of timing and finance
with a feedback on possible changes i.e. increase or decrease in expenditure on various items.
Finalization of cleaning, security, furniture (tables, seating, barricading etc.), décor (flowers),
communication (telephone), and other service hire contracts (couriers) also take up the

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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 conceptualisers‟ efforts should be appreciated at least
during the event. At the same time, there should be a constant surveillances 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:
Financial
 Determine the sources of revenue
 Expected level of expenditure
 Time gap of expenditure and revenue
 Establish a system of financial accounting and control

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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.
Facilities offered
 Programs
 Awards
 Transport
 Catering
 Safety and Security
 Entertainment
 Anchoring and announcement
 Music and Sound system
 Licensing
 Publicity
 Promotion

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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 clients 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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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.
EVENTS
LIVE INTERACTION
REACH
WITH Live CREATES Desired
Audience
Right
Communication
from the client

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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 your 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 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 off beat 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.

27
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.

28
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
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.

29
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.
 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.

30
ADVANTAGES OFFERED BYEVENTS
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.
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.

31
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.

32
Event Management in Delhi
Event Management in Delhi is not so old concept. As such very few recognized event
management companies exists here. The high profile events organized in city are basically
managed by companies working in Delhi, Pune and Mumbai.
The most common events organized here are:
 Utasav
 Décor India
 Handicrafts
 Mela
 Different Corporate Meetings
 Fashion Shows
 Musical Concerts
 Dandiya Raas
 Nightlife parties
 Concerts & shows
 Fest & live shows
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.
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.

33
Event Management Companies
 YS EVENTS & Promos
 UX Events & Media
 R2S EVENTS & Solutions
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.

34
Company’s Profile
YS EVENTS & PROMOS
YS Events & Promotions, the name behind many successful open air events, gala weddings,
conferences, Parties, Massive Productions, Club Events, Artist's Performances, YS Events &
Promotions has a substantial reputation built over the period of Five years in serving the
national and international clients with quality of work and total commitment to satisfy each and
every client.
The Company was formed to become a one stop solution for Events, Hospitality & Media. It is
our constant endevour to serve better through path breaking concepts and better ideas. Our
management skills are much appreciated by the Industry and make us even more focused for
newer challenges. Our past accolades have pushed us to move further expanding horizons
towards higher goals.
** Events (Club/Open air)
** Promotions
** Road Shows
** Van Promotions
** Canopies Display
** Fun Games
** Music
** Films
** Entertainment
** Club Openings
** Theme parties
** Innovative Ideas
** Trade Shows
** Exhibitions
** Product Launches
** Conferences
** Dealers Meet
** Business Meets

35
** Corporate Events
** Press Conferences
** Showroom Opening
** Ramp Show
** Fashion Shows
** Fairs & Carnivals
** Public Events & Sponsorships
** Birthday Celebrations
** Decorations
** Workshops
They properly deal in Artist Management & they have recently done few fest of colleges.
R2S Events & Solutions
It is a Delhi based company, but when they wish to organize any event
In Delhi they contact Mr. Ankur.Together they finalize the concept and work on it. She does not
have a team working in Delhi, but has a good network and takes advantage of her contacts. She
is just associated with R2S Events because of her good contacts. They are mainly associated with
club events & parties R2S Events have just organized two events till now. They are:
1.Fashion Show in Qash Qai at Malcha Marg.
2.Aqua Regia in Farm no.2 at Gittorni
They are specialized in club & nightlife parties

36
UX Events & Media
This is a Delhi based Event Management Company. It was established two years back by
Mr.Satish Singh. Till now they use to provide complete service but now on they are planning to
provide partial services. The size of their events depends upon the customer needs and
requirement. This is a five member team. The events they organize are:
Concerts & Shows
Annual Dance Competition
Fashion Shows
Annual Functions and Cultural Evenings of Schools and Colleges
Celebrity Show
Football Battlefield
Club Promotions
Exhibitions
Night life parties
Many more
Recently they have done few events
Atif Aslam at Pragati Maidan
Baisakhi Carnival In D-Mall at Pitampura
Aqu Regia in Farm no-2 at Gittorni
Many other events
The biggest problems which they are facing are security system in Delhi and entrance of the
daily newspapers in the event management arena. Because of the lack of awareness Delhi people
are not looking at the event management companies as a facilitator they think its waste of
money.

37
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.
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.

38
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.
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.

39
Analysis & Interpretation
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.

40
What is the Buying Behavior after a positive
experience of an Event?
90
80
70
60
50
40
30
20
10
0
Where,
a = Product/service you have heard but not checked out yet
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
88
78
69
29
16
10 6
More less neither
likely likely
a
More less neither
likely likely
b
More less neither
likely likely
c
3
3

41
Reasons for participation in any event:
80
70
60
50
40
30
20
10
0
The
product/services
matched my
interest
The product or
company was
sponsoring an
activity I enjoy
My friend/relative
had a positive
experience
The event offered
an activity I could
participate
Other
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.
22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs
80
63
60
18
13 14
9
7
3 3
1
16
66
2
3
3
3
7
10
13

42
24%
68%
1-15 mins 15-30mins over30mins
8%
People spend time at mobile events:
Interpretation
68% of the total respondents spend approximately 15 mins. on a mobile event and every less
people spend over 30 mins.

43
1%
24%
75%
better same less
Which of the following is true? After leaving
the mobile event I understood the
company/product…
Interpretation
Mobile events which demonstrate product features are more likely to generate better
understanding about a company or its product..

44
Interpretation:-
From above we can conclude that there is no relationship between possible
difficulties/drawbacks hiring an event management and general people‟s occupation

46
Interpretation
Most of people said event management as a business/professionwill be a success
in the city. Since it has potential.

53
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.

54
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 then 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
Delhi„s business class must also know that its time to switch over to the new tools
like trade fares and road shows rather then 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.

55
Bibliography
All this information has been collected from its
Official website of companies
www.bace.in
www.uxevents.in
www.r2sevents.in
www.ysevents.in
Other sites such as Search engine of Google
www.eventmanagement.in
www.yahoo.com
www.juliasilvers.com/embok.htm
& other sites
Magazines and Journals
Magazines such as Events in India, Advertising & Marketing.
Reports in newspaper etc

56
Annexure
Annexure.1 (GeneralPublic)
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
g) Club

57
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
c) Product/service you already use
 More likely
 Less likely
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
□ Signs and Banners
□ Somebody invited me to participate
□ The crowd that was already taking part in the event
□ Others

58
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
d) Quality of work
e) Limited choice
f) Less flexible

59
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

60
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
e) Fairs
f) Live Shows
g) Musical Concerts

Amity

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