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Event management is the application of project management to the creation and development
of festivals, events and conferences.
Event management involves studying the intricacies of the brand, identifying the target audience,
devising the event concept, planning the logistics and coordinating the technical aspects before
actually launching the event. Post-event analysis and ensuring a return on investment have become
significant drivers for the event industry.
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The recent growth of festivals and events as an industry around the world means that the management
can no longer be ad hoc. Events and festivals, such as the Asian Games, have a large impact on their
communities and, in some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten
business people. Many industries, charitable organizations, and interest groups will hold events of
some size in order to market themselves, build business relationships, raise money or celebrate.
Definitions of Event Management
“Event management is the planning and management of an event, project or
“An event is something that happens, not just exists - somebody has to make it
happen. Successful events only come about through action, some individual or
group of individuals getting things done."
Event Management 15yrs ago, this phrase would have meant nothing in the Indian corporate world.
Today, it conjures up the image of celebrities packaged with glamour and pomp in a gala event that is
meticulously planned and slickly turned out. Event management in India, which was born somewhere
in mid 1980s, has grown in to a highly professional and tech-savvy industry over the years. In 2001,
the industry managed over 1,000 events, including 22 international events.
Broadly event can be classified as corporate events and live entertainment event. Corporate events are
commissioned by corporate for specific purposes such as dealer‟s conference, or a happening such as
the India visit of Indira Nooyi, worldwide chief of PepsiCo. Corporate events account for the lion‟s
share of the total number of events managed in the country.
Live entertainment events are stage shows or concerts by international artists (international events) or
Indian artists. These could be film based, music- based or sports- based events. For instance, The
Manikchand Film fare Awards is a film-based event, a concert by ghazal maestro Pankaj Udhas or by
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the international rock group Led Zepplin would be a music – based event. Typically, for a live
entertainment event, there is more than one sponsor as well as entry fee for the audience. This
category of events, although small, is growing rapidly in size and popularity.
Unlike a corporate event, a live entertainment event is usually conceptualized, planned and executed
by the event manager. Therefore, the Intellectual Property Rights (IPR) also vests with the event
manager. However, a company/television broadcaster etc can also commission an event. In such
circumstances, the company/television broadcaster sponsors the entire show and retains the IPR. The
event manager is paid a management fee and a production fee as well if it also produces the event for
television. Certain events are created and marketed by the event manager as a branded property.
These events are called branded events. They are held periodically and require substantial investment
in terms of infrastructure and marketing. For instance, the Femina Miss India contest is branded event
produced by Times Entertainment and held annually.
An event is a live multimedia package carried out with preconceived concept, customized or modified
to achieve the client‟s objectives of reaching out and suitable influencing the sharply defined,
specially gathered target audience by providing a complete sensual experience and an avenue for two-
From the above figure we can infer that an event is a package so organized so as to provide, reach and
live interaction between the target audience and the client to achieve the desired impact. The
population of the target audience that the event is exposed to is called the reach of the event. The live
interaction process facilitates communication between the clients and the audience.
Event management is considered one of the strategic marketing and communication tools by
companies of all sizes. From product launches to press conferences, companies create promotional
events to help them communicate with clients and potential clients. They might target their audience
by using the news media, 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 the actual event.
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Types of events
Music Concerts and entertainment shows
Promotion and management of Brands
Events specially created for television channels
Focused around a sporting event
Concept Events (Theme Based Events)
Concept conceived by Event Management Company
Mixture of two or more of the above
High Profile Weddings, Dance Parties
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1.2 Objective of the study
1. To study the scope of event management
2. To gain proper insight of event industry
3. To study Pegasus events which is well renowned for its corporate events
4. To prove the hypothesis that event management is a good choice after getting management degree
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1.3 RESEARCH DESIGN
For this project Descriptive Research method has been used. Structured interview of the SALES
& MARKETING HEAD MR. ADNAN MORBIWALA of PEGASUS EVENTS was conducted
on 25 September 2013 at Worli
JUNE to SEPTEMBER
Data computation: 30 hours (editing, typing)
Presentation and collecting primary data: 35 hours
Total time: 65 hours
1.4 DATA DESIGN
PRIMARY DATA: The primary data for this particular project is STRUCTURED PERSONAL
SECONDARY DATA: The secondary data is obtained by the websites, handbooks, newspaper etc.
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2.1 Company’s corporate profile
To constantly innovate, imagine and inspire to exceed client expectations.
To be the most quality conscious event management company in India.
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Pegasus Events is a full-service event management company in Mumbai dedicated to quality and
excellence. Since our establishment, we have continuously strived towards the flawless execution of
events. We manage events across all major cities in India and abroad.
No matter what your requirement may be, our first priority lies in gaining an in-depth understanding
of how your business works, what you hope to achieve, and what we can do to deliver results that
exceed all expectations.
At Pegasus Events, your money is important – to you and us. We ensure cost-effective service,
accountability and flexibility. Most of all, we treat your event like it is ours. Whatever your budget,
we have solutions you will not find elsewhere.
"Excellence is the ability to perpetually improve the quality of what one has to offer…"
Pegasus Events is a full service event management company based in Mumbai, managing events
across all major cities in India (Delhi, Bangalore, Hyderabad, Kolkata, Chennai, Pune, etc) as well as
abroad. Since our establishment, we have continuously strived towards flawless execution of events.
Our established systems and processes ensure a seamless flow of work from beginning to end.
Our expertise transcends industries. From Auto, IT and Retail to Financial Services, Tourism and
F&B, we have made our mark as a competitive agency striving to create memorable experiences for
our clients as well as their guests. Right from the initial conception (pre-event publicity, venue
research & booking, transport, catering, etc), to turnkey production (set-up, on-site management,
staffing, stage designing, entertainment, security, etc), to post-event support (final material
distribution, delegate attendance assessment, post-event report, etc) – we take care of everything.
Despite our focus on the corporate market, we dedicate equal attention to private parties, weddings
and intimate events. We incorporate originality and creativity to create some of the most inspiring,
unique and exciting celebrations you will witness.
At Pegasus Events, your money is important – to you and us. We ensure cost-effective service,
accountability, flexibility. Most of all, we treat your event like it is ours. Whatever your budget, we
have solutions you won't find elsewhere.
Pegasus Events Pvt Ltd is amongst India's premier Corporate Event Management Companies,
delivering and managing successful events, meetings and conferences across India, South East Asia
and the Middle East.
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We provide specialized solutions for Corporate Events (Conference & Seminar Management, Award
Ceremonies, HR Initiatives, etc) and several variants ofLive Events and Personal Celebrations.
Despite our focus on the corporate market, we dedicate equal attention to weddings and other
We incorporate originality and creativity to create some of the most inspiring, unique and exciting
celebrations you will witness.
The Wedding Co. is a team of wedding planners with the ability and passion to organize and execute
economical yet exceptionally premium weddings. Based out of Mumbai, their capabilities reach far
and wide, covering local celebrations as well as destination weddings. The Wedding Co. has an
extensive network of resources, allowing for extraordinary and chic weddings to take place at any
Wedding management and planning can be a daunting task for any bride and groom, or their families.
And hence, The Wedding Co. thrives upon making the planning process as exciting and stress-free as
possible. Our wedding planners provide an in depth guidance to the families, managing from start to
finish and planned to perfection, presenting a fresh perspective and novel approach to weddings.
Through the planning process, we offer you various alternatives so that planning your dream wedding
can be budget friendly. At The Wedding Co. we understand that your money is important to you, and
therefore to us. Our extensive vendor network helps you get the finest wedding possible, always.
Being an extension of a premium event management company, Pegasus Events Pvt Ltd, only adds
that extra element to our overall management expertise. Pegasus Events Pvt Ltd has a wide network
and general brand reputation which benefits at every available opportunity.
Our expertise as wedding organizers excels boundaries whilst keeping in mind traditional
expectations. Together, we bring you a beautiful wedding with memories that will surpass your
expectations and be. treasured with.
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The experience we have accumulated over the years prepares us to meet all your expectations in the
corporate event management spectrum. Our formidable team is armed with a bevy of ideas that will
match any budget. We ensure smooth working from start to end. Our team will competently resolve
everything from slight glitches to complex conundrums. A sales‟ team meet, an award ceremony or
an HR initiative – we will do it all.
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Product Launches & Brand Activations
We ensure the customer connects with our clients‟ product on a level that matters. Through
promotional activities that will effectively infiltrate market segments, we will bring your brand to life.
To us, product launches and brand activations are about giving our clients the ideas and the platform
that is needed to showcase their products, in order to propel them into the market in an effective
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Our regular work with HR departments of our clients depicts the depth of the relationship we form
with them. We are able to organize a variety of activities for employees: team building exercises,
leadership enhancement training, and even activities that provide the necessary platforms to increase
interaction between the different levels of workforce in an organization. We also manage events that
incentivize and reward well-performing employees.
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Exhibition Services, Stall Design & Fabrication
In terms of your exhibition and stall requirements, we are fully equipped and trained to design and
execute effective work, providing a certain level of efficiency in our solutions that ensure success.
Our creative team crafts a layout that is representative of your products, needs, and concepts. In a
nutshell, our services are inclusive of AC tent and Octanorm set-ups, booth and stall designs, and
setting up various points of display.
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Conference and Seminar Management
We comprehend all the intricacies involved in your conferences and seminars and can effectively
deliver the successful exchange of information, whether it is a penetration of a new brand to potential
customers, retention of old clients, workshops, annual events, or just an informal gathering. We‟re
geared to successfully handle anything you need.
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The Wedding Co. is a passionate team of wedding designers based in Mumbai. Our success has been
established by the extremely personal service we provide to our clients. Our well-developed resource
network helps us provide our clients with specialized solutions after gaining a comprehensive
understanding of what their expectations are. For the perfect wedding, and an absolute peace of mind,
call The Wedding Co. – Mumbai‟s premium wedding planners
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Another aspect of an event – premium entertainment services – is also something we manage. Within
the corporate segment of entertainment, events range from executive retreats and incentive programs
to appreciation events and award ceremonies. Pegasus Events takes pride in having the proficiency to
organize all kinds of entertainment – shows, parties, celebrations etc. – where the objective is for
everyone involved to have a fabulous time
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2.3 EVENT INDUSTRY
Event Management is a multi-crore industry with mega shows and events hosted regularly. In India
even personal functions like marriages and birthday parties have become important social matters,
and have to be professionally managed. The growth of sophisticated and mega companies have
brought forth a spurt of meetings, seminars, exhibitions, conferences, product launches with
everything being a matter of class and style. Then comes the innumerable celebrity shows,
international artists shows, shows for a cause, road shows, competitions, that India has seen of late.
More than 200 companies have forayed into events. The early 90s has seen events spend at a mere 20
crores but now it has increased to over 500 crores. Growth is therefore 400% annually. The FICCI
(Federation of Indian Chambers of Commerce & Industry) had estimated event management to be a
3500 crore industry by 2009. But surprisingly, research showed that there was no formalized
education to teach event management and Companies found their executives not up to the mark to
handle events. It was not so easy to train because event management includes organizational skills,
technical knowledge, P.R., marketing, advertising, catering, logistics, decor, glamour identity, human
relations, study of law and licenses, risk managements, budgeting, study of allied like television and
other media and several other areas.
CURRENT SCOPE OF EVENT INDUSTRY
The event industry is large and growing, offering employment and personal fulfillment in many
different ways. The event industry is huge: in UK alone, it is valued at £37bn… and the total market
value worldwide is infinitely bigger. In India, its market is approximately Rs. 500 crore. The scale
and diversity of the event market place means that there are excellent career prospects for qualified
professionals in a variety of settings like: sport, music, fashion, arts, business, politics, education and
charity sectors, all use events to achieve desire objective.
Given this variety, events provide opportunities for people to apply their skills, talent and
personality. Event jobs in the following sectors:
Corporate: Events are used to meet objectives such as connecting with business regulars engaging
consumers and rewarding staff.
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National or local Government: Events are vehicles to drive the economy, showcase a nation or bring
together local communities.
Charity or voluntary: Events are used to raise awareness and generate valuable income for charitable
Agency or freelance: Event planning and delivery is often carried out by agencies or freelancers
working in collaboration with the client and other suppliers.
Event venues: Sports stadiums, entertainment venues, hotels, conference centres, university facilities,
restaurants and bars can all play host to events and provide employment opportunities
Event-management companies are those organizations that take on the project of managing a
particular event of their client from the beginning to end. A relatively new breed of companies in the
Indian corporate line, these companies are however, getting increasingly important with the rise in
corporate and personal events needing professionals to manage them.
With the Indian economy opening up and throwing open its doors to global MNCs, there has been a
sea change in the way large corporate houses do business. Bigger is increasingly becoming better, and
who better to manage their ambitious public-relations events than professionals who have the
expertise and resources of making every announcement, event big. Their scope includes these broad
• Corporate: High-level meetings, conferences, exhibitions, product launches, seminars or even
• Social: Family functions particularly weddings, birthday celebrations, house-warming rituals etc.
• Celebrity Circuit: Celebrity shows, international artists shows, road shows, competitions and social-
• Sports: Every kind of popular sport whether cricket or Formula One race.
• Cultural: This includes events which are cultural or are heritage, art based.
Areas of expertise:
Almost every big event-management company boasts of a complete bouquet of expertise all
assimilated under one roof so that the client need not worry about any aspect of the event.
Still a largely un-organized sector, reports and studies are few. However, the structure of the event
management market in India is slowly changing from an unorganized market.
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• The market for event management in India is expected to witness growth of 25% p.a. and reach INR
23 billion by 2012.
• The number of event management companies is under 5000 presently.
The key drivers in the growth of event management companies in India are:
• Growth in consumer spending and disposable income.
• Increase in below the line promotion among establishments.
• Rising need of organized and structured event.
• Rise in the number of institutions offering course/specialization in event management.
However, some of the pertinent issues faced by entrepreneurs desirous of in setting up a event-
management venture are:
•Lengthy procedure for import of equipment.
• High levels of entertainment tax imposed by the state/central governments.
Clearly the key trends and drivers for growth point towards a successful horizon for the event
management companies in India. With corporate and personal occasions needing professionals to
manage them, the demand for event managers is burgeoning. The hitherto unorganized sector is now
recognized as a sunrise industry. Here are the details on the scope of this career. Event management
at one time was about planning, organisation and execution of a project/activity such as parties,
weddings, product launches, conferences, etc. Today, it encompasses a wide range of profiles that
offer thrilling opportunities to those with an eye for detail and a flair for organizing. Events attract
considerable media attention, draw sizeable investment from sponsors, involve interactions with the
public, invitees or participants and contain non-negotiable dates. They also require seamless
integration of hundreds of non-standard elements across infrastructure, permissions, performers,
props and personnel.
Risks include (but are not limited to:
Audience or participant dissatisfaction
Failure to achieve event objectives
Withholding of payments by sponsors
Loss of reputation
Loss of life
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The events and activation company has to manage risks by adopting a defined risk management
approach. Our survey indicates that these companies face the highest risks around safety,
procurement and event quality. However, only 17% of the survey respondents conducted a formal
and documented risk management exercise for all events managed by them, while 61% conducted
some level of risk management for their marquee events or for events with a considerable level of
The Event and Entertainment Management Association (EEMA) launched the first ever white paper
written in India on the events and activation Industry at EEMAGINE 2012. The White paper was
launched by Minister of Information and Broadcasting, Ambika Soni and Farokh Balsara, Media &
Entertainment Leader – Europe, Middle East, India and Africa (EMEIA), along with research agency
Ernst & Young.
According to the report the organized portion of the Indian events and activation industry is estimated
at around Rs 2,800 crore in 2011-12. The industry has grown at over 20 percent during the last two
years and is expected to grow to Rs 4,375 crore by 2013-14. The report was produced by EEMA and
Ernst & Young. The report identifies the unorganised events and activation sector as well, which
could be as large as or even larger than the organized portion of the industry.
More than 150 event management companies from all across the country along with speakers like
Ekta Kapoor, Indian TV and Film Producer and Joint Managing Director and Creative Director of
Balaji Telefilms; Ranjivjit Singh, CMO, PPS, HP India; Amit Tiwari, Director, Country Head Media,
Phillips India, among others, participated in the event. Subjects like „The changes in the industry so
far and the essential changes to be done in future‟; „Creating harmony together‟; „Mantras to success‟;
„Looking at the key areas for change‟, „Awakening the internal motivation to make the change
happen‟ were discussed.
Commenting on the growth of the industry, Brian Tellis, President – EEMA India, said, “The
business has shown an unswerving growth pattern, with 20 per cent increase during the last two
years. And I look forward to a more strengthened position with the help from regulatory bodies.”
Sharing his views on the subject, Ashish Pherwani, Partner & Segment Champion – events, Ernst &
Young said, “Over the past few years, the industry has grown considerably and through this paper, we
have endeavoured to capture the trends and challenges that this dynamic industry faces.”
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Pherwani said that the industry‟s growth will be driven by development of IP, sports properties,
digital activation and rural properties. In fact, industry leaders are of the opinion that growth will be
driven by development in these areas, which target rural audiences in consideration with increased
spends in tier 2 and tier 3 cities. Marketers plan to increase the proportion of their BTL spends from
17.8 per cent today to 19.6 per cent by 2013–14. “The organized portion of this industry is poised to
increase as advertisers‟ increase their below-the-line spends over the next two years, build
communities and amplify the customer experiences they create,” Pherwani added.
According to the report, the organized events and activation sector showed an average growth rate of
more than 20 per cent during the last two years because of increasing confidence being shown by
marketers in events and activation for their business growth. The organized sector accounts for
around 40 per cent of the total events industry.
The total number of events delivered grew 24 per cent in 2011–12 as compared to 2010–11. The
number of IP doubled in terms of share of total events from 1 per cent to 2 per cent, while the main
growth was noted in managed events, which increased its share from 65 per cent to 70 per cent of
total events conducted.
According to the report events and activation industry in India has seen the lowest transactions
activity among all segments of the media and entertainment sector because of its small size, lack of
human resources and absence of bankable IP.
However, on a more positive note, most marketers indicated that they are likely to increase their
expenditure on events and activations if the ROI can have a fixed standard. However, because of the
unparallel events, there is no universally accepted standard today to measure return on events and
Earnings before interest, depreciation, taxes and amortization (EBIDTA) figures show that the current
profit margin, on average, stood at around 19 per cent of total revenues. Debtors days stood at a
healthy 59 days, as most events and activation companies only paid creditors and vendors from
advances of collections made from customers.
Thus, it was suggested that rationalization of entertainment tax is a necessity. If a uniform percentage
is developed, events in many states can be made viable. Ticketed events have fared extremely poorly
in India due to high taxes. As a conclusion to this, the report says that there is a need for a tax
waiver/ holiday for five years to give a boost to the live entertainment segment of the industry.
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Growth in the live events segment can lead to economic growth, increased tourism and employment
„Event management‟ is catching the attention of companies and graduates alike. It does not have a
textbook definition and to try and define it would mean to borrow heavily from mainstream
management and media concepts. It usually consists of conceptualization, planning, budgeting, and
execution of below-the-line activities such as exhibitions, stage shows, fashion or rock shows, music
concerts, celebrity appearances, fashion or charity shows, conferences, weddings, product or brand
launches, and sports shows to name few.
Events begin where the glamour ends. EM is the most intimate form of marketing. It is a controlled
activity aimed at the target audience. Events have always been there. In the past meeting, organizing
and project planning were the form of event management as a profession. Today it is much more
professional and more organized a sector than, a decade ago. Event management was started, the
moment multinationals started pouring in, when our markets liberalized in the 80s. It is difficult to
pinpoint exactly when event management broke away from mainstream course and started carving a
niche for itself in the industry. Maybe it was around 1996 that it rapidly gained importance as a
professionally managed niche of marketing.
Companies realize that through events they can reach out to customers more closely, more intimately
and it is cheaper than mainstream or conventional forms of communication, say television or print. It
can be called as 'experiential marketing', or niche marketing, where the environment is controlled to
suit the needs of the product or
The show being showcased and the output being far tangible that that of the conventional media. An
event is a niche communication medium that allows companies to reach their target audience directly
with tangible outcomes, which are not possible through conventional forms of advertisement.
Through events, we can select and reach out directly to our target audience, we can control our
budgets and at the end of the event tangibly analyze if the event was a success or not. This is quite
difficult, in mainstream communications, where the results are intangible and we are not sure who is
seeing it and whom the communication reaches out to.
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Sources of finance for event companies
Government grants to assist with the running of events are not easy to obtain. To be successful,
applicant organizations need to demonstrate that the event has strategic regional importance. For
example it may increase overseas tourists to the region.
Despite the prevalence of event sponsorship in the sport and recreation marketplace is increasing,
many organizations have great difficulty in achieving a significant amount of sponsorship.
Competition between sport and recreation organizations for sponsorship is intense. Organizations
need to be very professional in their approach to sponsorship and to be able to offer sponsoring
companies outstanding value in promotional services. Event Directors need to exercise some realism
and caution in relying too heavily on sponsorship.
The term merchandising applies to the sale of a range of products that may be strongly identified with
the event or the organisation hosting the event. A common example of merchandising is the
production and sale of T-shirts, polo shirts, caps and other forms of clothing that are screen printed or
embroidered with a design or trademark of the event. Participants tend to purchase such articles for
their commemorative value. Other typical forms of merchandise include glassware, pens, dish cloths,
drink bottles and badges. Merchandising may be a form of income suitable for events that have larger
numbers of either players or participants.
The charging of fees to participate in the event is perhaps the most common form of event revenue.
Sport and recreation events are a service provided and it is reasonable to suggest therefore that all
basic costs of the event should be covered by participant fees. These "basics" include the hire of the
venue, provision of appropriate equipment and the administration of the event. Sponsorship and
government funding, if it can be achieved, allows the organisation of the event to go beyond the
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basics. The event budget should be set so that if sponsorship and/or government funding is not
forthcoming the event does not have to be cancelled.
It is common to find that recreation organizations employ "on-the-day" fundraising strategies. The
most common example is the raffle and a small amount of income can be achieved this way. Whereas
it is difficult to achieve cash sponsorships, it is easier to obtain goods from sponsors which can be
Event Directors should identify and research legislation in their own state/nation that pertains to
raffles and other similar forms of fundraising. Raffles are often regulated by governments because of
the potential for fraud and misrepresentation.
In some cases, events are sufficiently popular and entertaining to attract paying spectators. However it
can be difficult to obtain money from spectators in circumstances where there no restriction of access
(for example an outdoor event with no perimeter fence). If this is the case it may be better to make
off-street parking for a fee. Once the budget is finished and the scope of the event chosen, the next
step is to specify the type of financing needed for the balance of the budget. In any type of event there
are always two types of financing: internal and external.
This is basically the funds belonging to the organization itself, resulting from previous events which
were profitable and from the membership fees and private funds from the organizer.
External financing may come from:
From the participants and attendees in the event. It is calculated in a first draft taking as a reference a
previous edition of the event or a similar one in order to foresee the income and know the fees to
charge. Moreover, it is necessary to know the contribution from institutions, however rough the
estimative may be, before the final fees are set. Fees tend to cover 50% of the total cost of the event.
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Public Institution and Private Sponsor Institutional Help:
Public Institutions: Local government and Town Council
Official grants: local, national, international.
Disadvantages with this type of grants are that they require complicated forms and endless
bureaucracy. Often, these grants are difficult to obtain because all costs need to be fully justified
beforehand and partly or wholly returned if they do not cover the costs originally awarded for.
Another important aspect of these grants is that our event should not coincide in time with similar
ones, as the sponsorship might be shared with similar events going on at the same time or simply
Sometimes, the grants are part of annual budgets established long before the event takes place. It is
therefore necessary to apply long in advance and adapt our application to the amount awarded to that
Private Sponsors: Depending on the type and scope of the event it is possible to find private
institutions (banks, saving banks, companies, sponsors, et.) to support the event partly or totally.
Sponsoring means to contribute in kind or cash in consideration for publicity and media coverage that
the sponsors will receive in the short term.
When the contribution is in kind, the costs in the examples above will be covered. For example, the
town council will pay for the expenses of the venue hire directly or a private sponsor will cover the
travelling expenses paying themselves the tickets they accepted to contribute with.
Private sponsors may be:
Associations: legal entities made up by partners with the same purpose who pay a membership fee
periodically with which to support this type of events.
Federations: Associations as a whole.
Companies: They finance events in order to become well known in the short term. They usually
exchange their economic support for the chance to appear in the events appearing in the media.
Charities: These are non-profit legal entities which may have commercial activities devoting part
of the benefits to support cultural, social or environmental activities.
Sponsors: They offer support, either in kind or in cash, in a long term consideration. The sponsors
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are the promoters and organizers of over 80% of the events arranged. Most events would not be
possible without their support.
The source of finance for Pegasus Events would be generated internally through
events which are outsourced to them, without getting into specifics.
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Event Management as a Marketing Tool
Event management is considered one of the strategic marketing and communication tools by
companies of all sizes. From product launches to press conferences, companies create promotional
events to help them communicate with clients (and potential clients). They might target their audience
by using the news media, 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 the actual event.
Providing a Plethora of Services
Companies approach event managers with a vague idea and a budget in mind. It is then entirely up to
the event manager to develop and improvise and turn the idea into a success. Once the idea and the
budget are settled, event managers begin coordinating with sponsors and performers, arranging travel,
security, and accommodation for the stars if there is a show. They also have to supervise ticket and
stage design, arrange music, sound and lights, and look into those numerous details that go into
making an event successful. Security is another big issue that is dealt with by event managers. In
India, shows usually have to end before midnight at the latest, even earlier in some places. Event
managers have to ensure that events conclude on time, and in case they stretch beyond the permitted
hours, they have to handle the police and the local bureaucracy
Bad security could ruin an otherwise well-organized event. Unwanted guests, stampedes, fights, and
harassment of performers are a few things event managers have to tackle during public events. Event
management companies service a variety of areas including corporate events (product launches, press
conferences, corporate meetings and conferences), marketing programs (road shows, grand opening
events), and special events like concerts, award ceremonies, film premieres, launch/release parties,
fashion shows, private (personal) events such as weddings and bar mitzvahs. Clients hire event
management companies to handle a specific scope of services for the given event, which at its
maximum may include all creative, technical and logistical elements of the event. (Or just a subset of
these, depending on the client‟s needs, expertise and budget).
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Meaning of Event Manager
The Event Manager is the person who plans and executes the event. Event managers and their teams
are often behind-the-scenes running the event. Event managers may also be involved in more than
just the planning and execution of the event, but also brand building, marketing and communication
strategy. The event manager is experts at the creative, technical and logistical elements that help an
event succeed. This includes event design, audiovisual production, scriptwriting, logistics, budgeting,
negotiation and, of course, client service. It is a multidimensional profession.
There are an increasing number of universities which offer Graduate Degree/ Diploma in Event
Management; especially in the UK where they have been quick to catch on to the new interest and
many are now offering certificate, diploma, degree and masters courses.
In addition to these academic courses, there are many associations and societies that provide courses
on the various aspects of the industry. These courses though not official, are still useful additions to
Study includes organizational skills, technical knowledge, P.R., marketing, advertising, catering,
logistics, decor, glamour identity, and human relations, study of law and licenses, risk management,
budgeting, study of allied industries like television and other Medias and several other areas.
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2.4 Turnover of event management industry
• Event Management is one of the fastest growing industries in all over the world.
• This industry has grown enormously in the last two decades. According to recent research
conducted by Joe Goldblatt, Certified Special Events Professional (CSEP), annual spending for
special events worldwide is estimated at $500 billion.
• According to industry experts, annual wedding and events is spending at around Rs 1,500 -
• Indian event industry grew from Rs 728 billion in 2011to Rs 823 billion in 2012 achieve
growth of 13 percent. The sector is projected to grow at 14.9 percent to reach Rs 1457 billion by
• As wedding industry shoots with burgeoning demand for lavish events, wedding planning
industry gets a boost for demand of organized and structured planning services
• These planning services are the forte of event management concerns whose revenues are
sourced from these events by a considerable percentage
• Wedding as an event needs precision in planning and implementation which is rendered by
event management concerns
• Presently, people are willing to shell out huge money to make their events glorious and stand out
from the rest.
Today, there are a number of companies hosting and organizing events on a regular basis. These
range from the small time private events to the large-scale international events. A good number of
young people are entering in this field because they realize the potential of the market and the
demand and supply situation. In fact, the most profitable aspect of this field is the need for creativity.
And that is how and where one earns.
The management of events calls, largely for coordination, from stage one. The first thing required
is to get the orders for the event. This process is also known as pitching for an event. Usually,
whether it is for small time events (birthday parties and weddings), or then for the larger ones
assigned by companies (exhibitions and trade fairs), or the international concerts; the event
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manager/company is asked to submit a project report, with the finances involved. On the basis of this,
the assignment is given to them
• Event management industry in India is roughly ten to twelve years old and is fast gaining
•Primarily it has been an unorganized market which is slowly transitioning into an organized structure
• Increase in a1 and a2 needing professionals to manage them has led to a major demand for event
• a3 and a4 are considered to be 2 areas where there is immense potential for getting jobs
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TURNOVER OF PEGASUS EVENTS
1. ZONE WISE
X axis represents zones and Y axis represents rupees in lakhs
It can be clearly seen that in the year 2012 the turnover was high in Mumbai with 112 lakhs
rupees whereas it was low in Chennai with just 8 lakhs rupees
While in Delhi it was 58 lakhs rupees and in Bangalore it was 72 lakhs which is the second
It was observed that when it comes to domestic events Pegasus events targets these four states
chennai delhi banglore mumbai
x axis- zones
y axis - Rs in lakhs
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2. INDUSTRY WISE
Blue portion represents and the red portion represents wedding clients
For Pegasus 90% clients are connected with corporate and 10% are common clients for
Thus it is very clear that Pegasus Events are prone towards corporate events
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Event Management in Mumbai
Event Management in Mumbai 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 Mumbai, Pune and Mumbai.
The most common events organized here are:
Different Corporate Meetings
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
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
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Event Management Company
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
New Year Parties.
Concerts & Shows.
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Event marketing in Mumbai
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 Atlanta games in
1996 have a reported $3 billion in the bank as a result of negotiating sponsorship, broadcast, and
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Activities in Event Management
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 production
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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
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 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 conceptualizers‟ 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
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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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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
Full time should be devoted to implementation of plans. Make sure your event does not clash with
The Organizing Committee
It should comprise of experts in the following streams:
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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To attract best possible audiences
Get sponsorship and best support possible
Guide overall operation of event
Managing the technologies require
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.
Safety and Security
Anchoring and announcement
Music and Sound system
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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
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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
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
REACH LIVE INTERACTION
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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
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
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
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
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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
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
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.
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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.
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
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
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.
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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 offbeat 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.
Fig: Constructing the Brand Value Chain
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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
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.
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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 coupon.
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
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
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
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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
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
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ADVANTAGES OFFERED BY EVENTS
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
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.
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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.
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
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3.2 PROCESS AT PEGASUS
Analyzing the event
The planning process begins with an analysis of the event itself. The questions that begin this process
what is the main reason behind having this event? What does the event hope to accomplish? How will
the event be financed?
Numerous questions are placed in front of the event manager. That is how a strong foundation is
established. If too few questions are asked, an event can suffer from a lack of focus and direction.
Keep in mind that during the planning stage there are many options and hurdles to anticipate. Some
things increase complexity tenfold and others simplify by an equal amount. A party in the hotel, for
example is always simpler to arrange than a party in a warehouse of distant field with no power, no
restrooms, and no kitchen. That is not to say that the event manager shouldn‟t have an off-site party,
but the details should be considered in the planning stage. In the same vein, the site is often selected
before the program has been set and the event manager may have to anticipate a problem fitting the
program into the available space.
Assembling The Event Management Team
The next important stage of the planning process is assembling the team. Broadly speaking, the team
should consist of decision makers and implementers. Decision makers are the people who define the
parameters and are ultimately responsible for the success or failure of the event. Implementers are
those who do everything from negotiating contracts to inviting speakers to making sure that the right
speaker is in the right room and that the microphone works.
More specially, the planning team will probably include people or committees with the following
functions and responsibilities:
The planner is the central coordinator and does the following: negotiations and recommends contracts
for signature; solicits bids from suppliers and hires and supervises suppliers; prepares and
recommends budgets and monitors expenses throughout the planning process; recommends policies
and procedures, supervises registration, maintains communications; set up filling systems for
controlling documents and reports; prepares personnel schedules for onsite activities
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Decision makers may include the organization‟s president, CEO, executive director, chairman of the
board, corporate officer, and certain departmental heads.
Various tasks requiring technical expertise may be assigned to in house personnel or to
Members of the clerical support staff handle typing and computer date entry, makes copies maintains
files, process incoming and outgoing nail, and stuff attendee packets; they may keep daily activity
logs for registration, expenses, and income, they direct incoming calls; they follow up on requests for
brochures and answer routine questions such as dates and costs.
Developing record keeping systems
Often, the event planner becomes the central coordinator of all information. Therefore record keeping
systems are essential to organize, control, and monitor activities. The organizational system he sets up
must include a planning schedule. Deadlines forms and checklists to expedite the process and capture
the details in a structured, usable quickly retrievable manner. The system‟s documents become the
files and records he will need for reporting, evaluating and planning for future events.
Establishing policies and procedures
Another important planning issue has to do with establishing policies and procedures in the early
stage. The key to effective management is deciding the rules up front and advising the people they
affect. Simple things such as registration cutoff dates, administrative penalties for cancellation,
payment and reimbursement procedures for speakers, need to be established and communicated or
event coordinators will find themselves continually answering the same question and mediating
Preparing a planning schedule
A successful event coordinator must have many attributes, but two important characteristics are good
organizational skills and attention to detail. A key tool that will help in this regard is the planning
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The event manager cannot have a successful planning structure without a budget and priorities for
how the money will be spent. Financial decisions affect every area of the event and must be
established early in the process and monitored on a regular basis.
The importance of having all the planning issues covered is that, by anticipating problems, special
needs, and hidden costs, the manger can be calm during the storm of the event. If he/she always ask
“what is the worst that can happen?” and then have a solution ready, they will have a reservoir of
strategies to be used at a moments notice, no matter how serious the crisis.
What is the program? It encompasses all of the activities planned for the attendees, from the moment
they arrive until they depart. It includes the content, recreation, meal functions, receptions and parties,
tours, expositions, spouse and children‟s‟ programs, and informal and unscheduled free time. What
are the program topics, passive and active sessions, serious and fun presentations, and formal and
informal times to provide professional and personal growth and networking opportunities for
participants? The program is like a jigsaw puzzle. When the event manager starts the puzzle, all the
pieces are there but what a mess! The design is putting the pieces in order. This is more difficult than
it sounds because of the many needs and expectations coming from bosses, association or committee
members, attendees, speakers, and suppliers.
Purpose of the event
The first step is to prepare a statement on the purpose of the event. Identify whether the mangers
objective is to educate, to inform, to solve problems, to reward, to introduce new products or services,
to generate revenue, or whatever.
Next, he needs to know something about the attendees. Will the audience be primarily male, female,
or mixed? Are spouses and children invited? Has the primary attendees met together? Will they know
each other? What is their knowledge or skill level in relation to the subject of the program? What is
the groups‟ personality? Is it fun, serious, verbal, formal? There is a big difference between state
legislators and hand surgeons.That brings us to why the attendees will sign up in the first place. Their
needs and expectations should not be overlooked. The sponsoring group is often so concerned about
the organizations‟ need being
met that it forgets about the attendees. The event coordinator should play a strong role in monitoring
the program plans to see that the attendees are not forgotten.
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People managed by Pegasus Events
X axis represent different events and Y axis represents no of people managed by Pegasus
100 media person were managed in Gateway greening ,200 cxo level designates at Experian
Indian conclave and about 900 people at Road show
X axis (events)
Y axis (no of people)
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Selecting topics formats and speakers or participants
Preparing a master list of topics or activities that is required by the event coordinators particular event
and list educational topics important to his group. Once the list of topics is complete, the manager can
begin the task of assigning a format to each topic. Some may be debates; others may be group
discussions, still others, lectures papers. Finally there is the challenging task of finding the right
person to successfully implement the selected format
In addition determining what time of year the event will be held and how many days it will run, time
allotment means establishing time allowances for each topic and presenter. To do this, the manager
must rough out a program agenda showing the activity, the format, the amount of time allotted, the
sequence (daily), and the topic
Prepare a budget listing all programs costs, including meeting-room rental, attendees‟ materials
speakers, fees and expenses.
SPEAKERS AND OTHER PROGRAM PARTICIPANTS
Who are the people on the program?
A program requires a variety of types of people-speakers, moderators, interviewers, workshop
leaders, trainers, discussion leaders, panelist, expert witness, and summarizers. If we must have a
generic term, let‟s use “program participants.” But don‟t confuse that term with attendees, who are
also often called participants. By using the word “speakers”, we lead people to believe that they need
only come prepared to speak, when should be leading training, interviewing.
Scrapping the term “speakers” is a fairly easy way to make a dramatic difference in the quality of
programs offered. The challenge is to see how many different types of people the manager can use to
communicate the required information without having them read speeches.
Successful professional speakers learn very quickly that reading speech is not good for business.
They talk to their audience; they usually move off the stage, walk around, and look the audience
squarely in the eyes. Wireless microphones encourage movement. Theses speakers are often looked
upon as entertainers, and there is nothing wrong with speakers being entertainers. In fact, the problem
arises when a speaker is not entertaining.
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Event coordinators must be more selective more demanding and more detailed with speakers. They
have got to learn how to bring out the best in poor speakers who happen to be recognized expert in
the field. Most speakers would not welcome guidance on the subjects‟ desired focus as well as the
type of attendees and the level of their knowledge is unimaginable.
As the competition to attract attendees grows attendees are becoming more selective about where they
send their budgeted event money. Programs with high-quality, knowledgeable speakers, a variety of
type of program participants, and focused and varied presentations will capture the market.
Just as the design of program is one of the most creative aspects of planning an event, the
management of program participants is one of the most challenging. The managers‟ programs
participants are the transmitters of all that he hopes to communicate. Both the coordinator and the
presenters need to reevaluate the importance of the participants‟ role.
Thinking about program participants actually begins in the program design phase, because this is
where the manager decides what he wants plan to communicate and how he will do it. As the manger
selects the topic and a format, He must ask if he can locate or recruit qualified people at a price he can
Once the event manager knows the boundaries of who he needs and what he has to offer, he can begin
researching, brainstorming, asking knowledgeable people in the field or his colleagues with related
and respected experience. Don‟t automatically use the staff, board of directors, congressperson, and
friends as key presenters. Not only may they not be the best, it may be harder to keep them focused
on the goals and the audiences interest in the subject. Besides, how does a manager tell his
congressperson or the chairman of the board that the fifteen minutes are up?
While the manager is researching his resources, he should begin to define in writing what he wants
each person to do. What role does this person play in the conference? What does that role mean to
him? Will the participant automatically understand what he expects? Probably not, so the manager
should write a description a short paragraph explaining exactly what is expected of each program
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Developing content guidelines
The next step is to develop a written list of points or questions the manager would like to have
included in the speech, discussion or workshop. Then communicate these points to his program
participants in writing, through briefing meetings, or in reviews of their plans. This is also a good
time to go over the schedule and the importance of adhering to it on site a key aspect of managing
Some topics are so broad it would be pure luck if the speaker/leader touched on them without
guidance. The question the manger may ask is: why tell the experts? The answer is that the experts
usually have no way of knowing what has been covered in past events, and they may not know the
level of audience‟s knowledge or its current interest in the subject. All speakers have favorite aspects
of a subject, areas in which they are most comfortable and require the least preparation. Without
guidance, speakers head straight in that direction and the manager will have given them a license to
do what they want rather than what he or the audience wants. They aren‟t wrong the manager is for
abdicating his responsibility.
The event coordinators who think through theses program issues to the same extent they think
through the logistics will succeed. It is not hard: it‟s logical. What would the event manager want to
know if he were asked to speak to or lead a group? Ask speakers whom he respects what would be
helpful to them. Call potential attendees and ask them what their interest in a particular subject is.
Research takes time and requires the manager to become a three minute expert in a variety of subject
areas. It offers the opportunity to learn about so many different subjects. If the manager has to
delegate don‟t give the job away without explaining what he wants, indicating why he wants it and
supervising the product to keep it on target.
The Hotel Market
The beginning point is to know the hotel market and the event group. The manger must first
understand that hotels make a profit from guestroom sales, not from sales of food and beverages.
Once he realizes that, a series of questions must be explored. He needs to know the high, low, and
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average rates for each property. He should know occupancy levels at various times of the year and a
week. He should know the general economic situation in the city and within the hotel. Companies
such as PKF consulting produce monthly and annual reports on an areas occupancy level and average
daily rates (ADR). These vary by seasons and days of the week
Look internally for stable ratios of staff to guests and at staff turnover. How long has the firm‟s
salesperson been there, the general manager? Request a copy of the staffing roaster and ask for
lengths of employment.
Along the same lines, look at the hotels ownership structure. A hotel is part of a chain may be owned
and operated by the chain, or may be franchised, and thus carry the chains name but be owned by a
separate entity. In either situation, a management company, whose reputation the manager should
check, may perform management of the hotel.
Each of the foregoing arrangements is not of itself good or bad; the manager simply needs to be
aware of these structures. For example, there are hotels operated by management companies whose
standers are higher than the corporate franchise name implies and vice versa. This is just the tip of the
iceberg for the firm‟s market research.
Next to use a tired but true phase, is to know the event group. Roughly, “the event group” includes
the company or organization the event manager is working for, the programs goal and requirements
the budget and the attendees‟ needs or preferences.
The formal document that profiles the event group is called a “prospectus”. The first section should
introduce the organization and the specific event in general way. While the introduction should be
factual, it may also be considered a promotional description emphasizing the organizations purpose.
Section II should relate to the events site requirements for this specific event, to include the number
and type of guest rooms, ADA requirements, preferred rates, dates and pattern, and the manager‟s
moment by moment needs for meeting rooms. This breakdown should include room setup,
anticipated attendance per room, and any special space eaters, such as projection equipment, screens,
or head tales. In such cases he many indicate his total square footage requirements as a total number,
or per person if higher than normal allowances are required. This is also the time to specify ceiling
heights, freight access, or any other required features. Be sure to advise the hotel if commissions are
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to be paid to the firm or not to any third parties, other that the direct booking event. A simple
statement that says rates are either commissionable or no commissionable will do.
A facility should be able to determine from this section whether it can accommodate the event group.
If the manager has ever repeated the same requirements over the phone to fifteen different properties,
he will quickly realize the benefit of including site requirements in his written prospectus. Not only
will he ensure that everyone receives the same information as part of a well thought out plan, he will
ultimately save time and gain well deserved respect for a professional approach.
In section III, describe the firms‟ history, either regarding this specific event or a similar one. This is
the place to demonstrate that the firm‟s assessment of its group‟s needs is accurate and that the
facility must deliver what the manager is asking for. Include past cities, properties, and numbers
broken down in every possible way.
Especially as related to numbers, the firms‟ history plays an important role. The manager can be sure
the hotel will check the firms‟ past history. Prospective hoteliers will want to find out about the firms‟
guest/sleeping roommates and pick up, the events meals counts, firms‟ total master account charges
and credit record and all too often they‟ll elicit a few choice editorial comments from the prior
facilities managers, which may be to his benefit or disadvantage. The inexperienced coordinator
probably has no knowledge of this underground grapevine. The experienced coordinator not only
knows it exists but controls the information released. How? By preparing in the contract that any
report or data about the event must be approve prior to release by the hotel, thereby giving the
coordinator an opportunity to adjust any incorrect or misleading information.
The most difficult problems for hotels are when the firm considers that their sales are generated from
guestrooms. Say for example 300 rooms are requested and no basis for arriving at that number is
given. Hotels either need a history or a rationale for the requested number of rooms. If the manager
wants it all with no guarantees and no history, he can and should expect to pay heavy penalties if he
fails to meet his confirmed requirements. Attrition clauses have been added to hotel contracts to hold
the coordinator responsible for lost revenue from unsold rooms.
Section IV is a detailed day by day time and event specification. The hours, event and location should
be itemized for each day of the event
Once the event‟s prospectus is complete, the manager should review potential hotels, select those that
meet his criteria, and send them a copy, he might even close an R.S.V.P card and ask the hotel to
return it indicating its intent to submit a bid. A three to four week response deadline should be
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After careful review of the proposals, the manager is ready for his site inspections. The tendency for
most coordinators is to over schedule their site inspections appointments and to respond to the
invitations of all hotels that want to see them rather than only those appropriate to their event. Three
to four hours per facility is the minimum time needed for a thorough inspection. The “interview”
portion should take one to two hours and the walk through, depending on the facility size, one to two
hours. Then he should give himself one hour alone for note making measuring, and revisiting the
areas he‟s having trouble remembering. It‟s best to do this on site, so the coordinator can go back to
the room or ask the salesperson to fill in the gaps.
There are numerous site selection checklists that are useful in devising the manager‟s form. He
doesn‟t even have to have a form, but a system for capturing comparable data is going to be valuable
when he makes his final decision.
Finally, the manager should check references of the final properties under consideration. Ask for the
names of three companies that held events similar to the group‟s event in the hotel in the past month.
That ensures a response based on the current level of service and limits the ability of the hotel to give
the event group their best references. Everyone has had “star” performances they want to find out
about the typical ones. Even a bad reference can be good if it helps the manager to anticipate
problems and prepare solutions in advance. At one time or another, everyone has been in this
position, but that is no reason to be less through. If this is the case for the event coordinator, he should
think in terms of site evaluation rather than site selection. Regardless of the number of choices, he
must know the capabilities and limitations of the facility and the staff the building the people.
The event manger should not forget about the hotels general manager (GM). The manager can ask the
bell or housekeeping staff who is the GM? and see what comments are volunteered. There are various
approaches to finding out more about the facility. Some coordinators visit the hotel unannounced,
other take a secret tour of the services areas, and some have private conversations with guest and in
house groups. The key is not so much how the manger approaches site selection, but that he is
thoughtful and thorough.
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Negotiation is the thread that should have been woven throughout the entire process. Actually,
negotiation is an important sounding word for the give and take discussion between the hotel
salesperson and the coordinator. The key to success in this area is not only to know what the manager
wants in relation to what he must have, but to know the other business as well as or better than the
other sides representative. Unfortunately, the reverse is usually true: the hoteliers know more about
coordinators than coordinators know about themselves or their event.
FOOD AND BEVERAGES
Food and beverages usually constitute a high cost item for the coordinator, and a hotel‟s prices should
be evaluated as a part of the site selection process.
Hotels are usually less flexible in their food process than their room rates, especially if the manager
waits until after the contract is signed to negotiate food and beverage. Hotels are often reluctant to
guarantee process more than three months prior to the event because of the fluctuations in the costs of
food items. This is not generally acceptable to coordinators because they need to prepare a budget one
to three years ahead of time. One option is to have current menus signed and dated and insert a
contractual clause that limits price increases by tying them to cost-of-living increase or to some other
predetermined percentage. Even with this option, prices should be finally confirmed one year out.
The manager should not select a site on the basis of process alone. If cost seems to be the
coordinators only criterion, the hotel may try to lower its price by reducing the number of services,
the quality or freshness of the food products (lesser cuts of beet canned versus fresh vegetables), and
possibly the size of the portion. A loss of service and quality can eventually be more damaging than a
few added Rupees.
The hotel market
The hotel market is constantly changing depending on supply, demand the inflation rate, and the
availability of money. It is therefore important for the coordinator to stay informed on market
conditions. Convention hotels traditionally have high, shoulder, and low seasons that also influence
rates over that period. When selecting a hotel it is important for an event coordinator to be up-to-date
on the market situation. The best and most current sources of information are the industry trade
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magazines including those of the hotel industry. If the coordinator does not receive these magazines
he should ask local hotel industry friends if he may borrow a copy or the event manager may simply
When the hotel industry is in a down cycle (a sellers market of the hotels) the coordinator has the
advantage; in an upward cycle (a sellers market for the hotels) the coordinator is at a disadvantage. It
is quite simple, as demand moves closer to, or exceeds, supply costs increase and the hotel can be
more selective in the business they book. They establish the rules and effectively eliminate those who
are a not reliable customers. This is not to say that there are not times when they will want the event
group‟s business, which is a logical question for the manager to explore with his sales person.