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Event Management

The document provides an overview of the event management industry in India. It discusses the history and evolution of event management from traditional events to the professionalization of the industry. It also covers the key segments in event management, market drivers such as increasing disposable incomes and shift from above-the-line to below-the-line marketing, as well as challenges around infrastructure, talent acquisition, and demonstrating return on investment. The future outlook is positive due to growing sponsorship budgets and demand for experiential marketing events.

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Event Management Mayank Dixit
Summary History Market Overview Market Players Activation Intellectual Properties Way Forward
Events, been around for years.
Today would have looked like this - Pepsi presents The last supper In association with Indage wines Official hosts – The Renaissance Hotel.
Event Management- History Events are a commonplace, everyday occurrence. Songs, dances, food festivals and carnivals are different expressions of Events. It’s so common that we fail to recognize it Births, baptisms, Annaprasan, engagements, marriages and deaths are socio- religious events, across all socio-economic and socio-cultural groups. Traditional events- Surujkund Craft Mela, Puri’s chariot festival, Ganesh Utsav, Pushkar Mela, Kumbha Mela.
Events as it was in the • The first event managers • Pandal contractors beginning • Caterers • Sports organizations: Hockey, Cricket, Wrestling • Circuses • Music Troupes • Theatre producers • Sound / light wallas
Events in India One billion birthdays Millions of festival celebrations 50 crore weddings, mehndi’s, sangeets, engagements And a few million corporate events…..
Were we a by-product? • Industry – gave us exhibitions – Birth of Pragati Maidan • The “commercialization” of culture: Clubs and hotels saw the possible profits from Valentine’s Day, Festivals, New Year and so on • Film – Bollywood shows, Film Award nights • Sports – World Cups, Asian Games, Tennis Championships
Then….. • With new demands and expectations from the consumer, budgets increased exponentially • Unable to meet budgets, organizers approached corporates for sponsorship • Corporates, in turn, wanted more professionalism, more differentiation, better production – • giving birth to the modern Indian Event manager
The birth of the e-factor • Entertainment is everywhere • Everyone wants to be entertained. • Corporate houses realise this. • Corporates start talking events.
• International brands entering the country • Understanding of below the line marketing proved events were a cost effective way to reach the consumer • The satellite television revolution and the Internet brought India even closer to the rest of the world
• Now part of the marketing mix • Budgets specifically allocated • Result oriented deliverables laid out • Fresh manpower – fresh ideas • Education and exposure
Indian M&E industry • The Indian M&E industry grew from INR 652 billion in 2010 to INR 728 billion in 2011, registering an overall growth of 12 percent. • The industry is estimated to achieve growth of 13 percent in 2012 to touch INR 823 billion, the sector is projected to grow at a CAGR of 14.9 percent to reach INR 1,457 billion by 2016. • The advertising spends across all media accounted for INR 300 billion in 2011, contributing to 41 percent of the overall M&E industry revenues. Advertising revenues witnessed a growth of 13 percent in 2011 against a marginal decline of 17 percent observed in 2010. • Print continued to be the largest contributor, accounting for INR 139 billion and 46 percent of the advertising pie. • Advertising spends are expected to grow at a CAGR of 11 percent to reach INR 586 billion in 2016. • The television industry was estimated to be INR 329 billion in 2011, and is expected to grow at a CAGR of 17 percent over 2011-16, to reach INR 735 billion in 2016. • Digital media estimated grown in advertising revenues in excess of 40 percent over last year. Coming in at approximately INR 15.4 billion in revenue in 2011. • The Radio industry grew at 15 percent in CY 2011 to reach INR 11.5 billion compared to INR 10 billion in CY 2010. • The OOH grown to INR 17.75 billion in 2011 which amounts to approximately 5 percent of
Industry Size & projection Source-PWC/KPMG FICCI Reports
Experiential Marketing
Event Management Event management is to the creation and development of festivals, events and conferences. It 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 executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry. “Experiential marketing is a concept of creating experience that integrates elements of emotions, logic, and general thought processes to connect with the consumer.”
Segmentation of Event Management
Segmentation of Event Management
Segmentation of Event Management
Segmentation of Event Management
Segmentation of Event Management
DIFFERENCE BETWEEN TRADITIONAL AND EXPERIENTIAL MARKETING Basic characteristics of Traditional Basic characteristics of marketing Experiential Marketing •Focus on Functional Features and •A Focus on Customer Experiences Benefits • Focus on Consumption as a •Product Category and Competition Holistic Experience are Narrowly Defined •Customers are Rational and •Customers are Viewed as Rational Emotional people. Decision Makers •Methods and Tools are Eclectic •Methods and Tools are Analytical, •Establish one to one relationships Quantitative and Verbal •Cater to Mass Market
Events are also known as… Below the Line advertising Psycho Experiential Marketing Marketing Spike Lifestyle Marketing Marketing Participation Live Marketing Marketing
Event Marketing • Identifiable target market • Accurate positioning • Good channels of distribution • An effective launch strategy • Category domination • Sustaining power • Delivery of a promise
How does it work The consumer responds to a product offering based on both emotional and rational response levels and experiential marketing is the best way to establish the connection with the consume in such a way.
How does it work Experiential activity is proven to: •Deliver advocacy & talk ability •Change purchasing behavior •Positively influence brand perception -79% of marketers agree that Experiential marketing makes consumers more receptive to other forms of marketing. -99% of marketers agree "what a brand does is as important as what a brand says“. “Experiential marketing interrupts the purchasing Funnel which has been long seen as a prevalent model for a consumer's decision making process”.
Market Overview • India being a country rich in heritage and culture holds numerous events throughout the year due to this factor there are huge opportunities for growth in this sector • Event management industry in India is approximately fifteen to twenty years old and is gaining momentum. • During the early part of the 1990s the industry had spent up to Rs. 20 Crores, per annum on events. • Year 2003 – over 1000 events were managed out of which 20 were large scale international quality events. • Indian event management industry is poised to clock a 25% growth rate, The market is increasing from INR 15 bn in 2010 to Rs. 24 billion in 2012. • It was primarily an unorganized market which is slowly transitioning into an organized structure. • Increase in corporate and personal occasions needing professionals to manage them has led to a major demand for event organizers.
Market Size & Growth- Organized Organized Events OOH Radio 4,375 3,500 2,800 2,267 2,308 2,061 1,850 1,840 1,815 1,570 1,500 1,420 1,240 1,050 840 2009-10 2010-11 2011-12 (E) 2012-13 (E) 2013-14 (E) Source- ERNST & Young Whitepaper 2012
The Indian events and activation industry – what are we? Events and What we are not… activation company • TV / Film production Events IP Others • In-house event divisions of advertisers Media amplified Owned Exhibitions • MICE from pure-play travel companies Celebrity Corporate JV management • Sports leagues, unless IP is owned Activations Managed Etc • Value of IP not owned • Media value of others’ Personal events
Market Characteristics
Key Steps in Event Management
Event Planning Process
Growth drivers – Increased BTL spends Increase in events and activation spends by advertisers More IP 17.8% 19.6% BTL ATL Increase Production cost in BTL inflation Drivers 82.2% 80.4% Regional Sports growth 2011-12 2013-14
Growth drivers – IP Services Provided IP 55% More IP (~2 each) Activations 66% Managed Events 93% Production Increase in cost BTL inflation Company revenues vis-à-vis events Drivers organized IP 14% 1% 16% Regional Activations 34% Sports growth Managed Events 70% 65% Percentage of total revenue Percentage of total events
Growth drivers – Costs Cost breakup More IP Admin (~2 each) 12% Payroll 13% Increase Production cost in BTL inflation Direct Drivers variable costs 75% Regional Sports growth Profit margin Debtors days 19% 59
Growth drivers – Regional growth Movement of marketing spends to non-metro locations More IP 10 (~2 each) 15 20 Production Increase in 30 cost ROUI BTL inflation KUT Drivers Metros 70 55 Regional Sports growth 2007 2011
Growth drivers – Sports More IP (~2 each) Production Increase in cost BTL inflation Drivers Regional Sports growth
The space for sports High Opportunity for Inexpensive BCCL Costly event rights, mass IPL Cost of media rights, mass companies media Wimbledon media Asian Games Niche, subscription Existing space Inexpensive Costly based sports channels for most event rights, narrow rights, narrow Eg, Golf companies or no media media Low Cost of rights  High
Key Drivers Growth in consumer spending and disposable income Increase in below the line promotion among establishments Rising need of organized & structured event Innovation & specialization of events
Key Issues Market is fragmented with low barriers of entry and rising number of event organizers Lengthy procedure for import of equipments High levels of entertainment tax imposed by the government Dependence on industry growth. Sponsor led business models still prevail Regulatory clearances for events Lack of proper infrastructure
Key Challenges • International Trends; Industry is still ignorant to emerging markets , need to keep close eye on International trends. • Information Pool; Need to create an information pool where industry can have ready access of information on venues because reccee cost a great amount of money and hit the margins/cost. • The advent of other media; The advent of other media invading into the activations space is another thing we should look at closely. With Big Bazaar providing activation solutions to brands together with measurability and statistics, and radio and print creating activation teams for their clients with the incentive of promotion through their media channel, this is a real threat. • Rising rental cost of space; Malls that make for a prime venue for activation are getting more expensive. As other expenses rise, the first cut suggested to maintain the budget is the agency’s fees. • Other factors like use of information technology, develop event measurement tools, rising demand of activation in KUT/ROUI, Vendor Management & Outsourcing business model etc.
Challenges which haunt the industry now and in the future 14% Inadequate event infrastructure 13% 12% Talent acquisition and retention 15% Future Now 11% Inability to demonstrate ROI 11% 11% Cumbersome tax structure 17% Percentage of respondents
Voice of your clients Wish list from your existing events agency RoI 80% Proactive ideation 70% Transparency 60% National reach 50% One-stop shop 50%
Event Agencies Wish list Key issues requiring regulatory support Infrastructure 22% Easing out permissions 21% Rationalisation of 21% entertainment tax Service tax waiver 20% Availability of credit 15% Others 1%
EY’s event risk management frameworkSM Contestant / Venue and jury Hygiene decor acceptability Benefit of Relevance viewership / participation Objective Awareness / Sales Entertainment Timing Attraction points / Viewership / Trial value / / etc knowledge (Enable achievement of objectives) Hype / peer Celebrity acceptance participation Hygiene factors (repel achievement of objectives if not Participation Rules and Processes & managed properly) effort regulations credibility
If you fail to plan, you plan to fail Key operating challenges faced by event & activation companies Safety 70% Procurement efficiency / 70% rising costs Quality control over large 70% events Inadequate 63% infrastrucuture Onerous regulations 47% (permissions, taxes, etc) 0% 50% 100%
Proposed approach to demonstrate RoI Define Set targets Measure Report and objectives performance course correct • Awareness • Define • Implement • Analyze • Sales numeric processes to performance • Trial targets for the collect against event's relevant data objectives • Database objectives creation • Share of wallet / preference Agreed Standard Increased Open to audit objectives methodology trust
Increase in disposable income has empowered the young Indian consumer to spend on entertainment • Growing income levels and households in the middle and upper class of society has led to an increase in the aggregate disposable income • Due to change in lifestyles and restricted time of individuals at home, most of the young population prefer management companies to organizing various events • Willingness of people to spend on parties and major events has contributed to the popularity of live entertainment • Most predominant event for which individuals approach an event management company are weddings • Wedding market in India is pegged at between INR 500-600 bn in 2009 and is expected to grow at 15% p.a. • This provides a strong opportunity as ~40% of the market can be tapped in to by event management players
A paradigm shift from above the line to below the line marketing to boost the event management market • Companies in the past have been primarily focusing on above the line promotions which accounted for approximately 90-95% of their marketing budgets while the rest was accounted for by below the line promotional activities like live events • The expenditure pattern in the existing market scenario has seen a major shift as establishments spend 30-35% of their marketing budgets on below the line promotional events • This has led to the organization of a large number of promotional events at various levels towards targeting different segments in the market • One of the primary reason for this shift is the need among companies to interact with their consumers directly • These events gain high viewership ratings in television as major celebrities perform at the events often with lavish sets for performances
Rising number of events and growing need of organized and structured events is driving the market • Expertise developed over the years has led to a major demand for professional event managers rather than general event organizers as there is a major difference in the services offered • The well managed events and list of facilities offered as a package are becoming popular and profitable to consumers • Range of special facilities and innovative ideas allure the consumers to spend lavishly on their one time special events of life • Well organized and ideal running of events earn organizers and hosts a good reputation Furthermore, the establishment of the Event and Entertainment Management Association is testament to the fact that the market is gradually moving from an unorganized to an organized structure • Furthermore, the establishment of the Event and Entertainment Management Association is testament to the fact that the market is gradually moving from an unorganized to an organized structure
Soaring entertainment tax rates discourage new entrants in the field of live entertainment • High rates of entertainment tax across some states decelerates the growth of the entertainment industry • Entertainment tax rates in India varies from 15-30% in comparison to the average rate of 10% in the developed countries.
Insufficient management facilities and tedious procedures of import hinder growth of industry • Events are bound by strict constraints of time and budget therefore ordering foreign equipments may lead to complicated and unpredictable outcomes • High import duties on technological equipments make it difficult for most companies to import them • Custom duties are as high as 35 % on electronic goods and services as per the customs duty • Many deals take time to mature thereby hampering the timely functioning of operations • An event manager organizes an event through a blend of ideas, creativity, logistics, budgets, permits, people, performers, publicit y channels etc. Presence of proper equipments and facilities form an integral part of carrying out these objectives successfully.
The 5C’s of Events Conceptualization Conceptualization of the creative idea Costing Calculation of cost of production and margin Canvassing For clients and sponsors, customers, audience and networking Customization Based upon the preferences of the customer’s and the marketing objectives of the organization Carrying – out the event. The execution of the event as planned
Event and Entertainment Management Association • First event and entertainment body in India looking to bring together professional organizations in this space on one platform. •Will be the representative of this space to the Government, statutory bodies, taxation authorities and private licensing bodies • Forward certain professional standards of management and interface between its members and clients, vendors and artists •Act as a knowledge databank on venues, artists and vendors • Plan on organizing training programmes and seminars to enhance knowledge of its members President- Mr. Brian Tellis
Key Players 1. Wizcraft 2. Encompass 3. Percept D’Mark 4. Seventy Group 5. Showtime 6. Seventy Seven 7. Fountainhead 8. DNA Networks 9. Cineyug
Key Players Company Corporate Leisure Cultural Personal Wizcraft DNA Networks Percept D’Mark Seventy Group Showtime Seventy Seven Encompass Fountainhead Cineyug
Insights: Wizcraft
Insights; DNA
Insights; Percept
Insights; Seventy
Insight; Showtime Showtime Events (India) Pvt. Ltd. Corporate Information Snapshot : Services Capabilities- Headquarters New Delhi Activation Road shows New Delhi, Mumbai, Location Signature events Bangalore Award Functions MICE Key People Michael Menezes Sports Live Concerts Special projects Brand Launches Operations : Snapshot Television Events Organized Unveiled the Queen’s Baton for Commonwealth Games, Event Identity launch of ICC World Cup 2011, Auto expo several times, World Economic forum, DLF IPL 2007 Clients MetLife, SAP, Castrol, NDTV, CNN IBN, Hero Honda, Aviva, Taj, Apollo, Burberry, Tata, IBM, Indigo, ING, LG, Volkswagen. Me n moms, Infosys & Louis Vuitton.
Insight; Seventy Seven Seventy Seven Entertainment Pvt. Ltd. Corporate Information Snapshot : Services It operates in below event categories.. Headquarters Mumbai Televised Shows Award Functions Location Mumbai, Delhi MICE Aditya Mehra Live Concerts Key People Daryl Sheldon Corporate Events Manoj Gopalani Brand Launches Experiential Marketing BTL Promotions Operations : Snapshot Others Services Branding, Print Media, Direct Mailers, Web, Outdoor, AV’s Events Organized Indian Idol, Kotak Infinite India, WOW awards, I am She awards, X Factor Logo & Skoda Fabia relaunch Gallantry Awards etc. Clients J P Morgan, Credit Suisse, Cleartrip, BNP Paribas, Airtel, Colgate, Capita, JSW, IDFC, Sony, Lodha, Kotak, Skoda, TOI, TCS, UTV, Calyon, ONGC, Neo
Insight; Encompass Encompass Events Pvt. Ltd. Corporate Information Snapshot : Services Its service offerings spanning across Events, BTL Headquarters Gurgaon Communication, Brand Activation and content Gurgaon, Mumbai, creation. Location Kolkata, Chennai, Secunderabad, Bangalore Roshan Abbas Key People Sukrit Singh Ranjit Raina Operations : Snapshot Encompass is a subsidiary company of WPP India (Wire and Plastic Products plc). Events Organized Launch event of Delhi Airport, Godrej annual meets, Gillette Mach 3 India movement, Deccan Charges association launch, Nokia N8 launch Clients HSBC, Nokia, GSK, Pepsi, Accenture, Hewlett Packard, Microsoft, L'Oreal, Reliance , Mercedes Benz, Ultratech, Asian Paints, Radio Mirchi, Airtel and Ford.
Insight; Fountainhead Fountainhead Promotions & Events Pvt. Ltd. Corporate Information Snapshot : Services Events, Conference Management, Award Headquarters Mumbai Ceremonies, Musical Concerts, School Contact Programs, Employee Engagement Location Delhi, Bangalore & KUTs Programs, Dealer meets, Product Launches, BTL 360 Campaigns, Brand Activation and content Brian Tellis- Chairman creation. Key People Neale Murray- MD V G Jairam- JMD Operations : Snapshot Other Services; MICE, Digital, Oranjuice- a music brand, TPT Production terminus Events Organized Aditya Birla Chairman Awards, Mahindra Blues Festival, Celebrate Bandra, Economics Times Awards, Business India Awards, GQ Awards, Femina Miss India, Vogue Beauty Awards, Volkswagen Jetta Launch, Diesel launch, Akon Concert, Smirnoff Ichoose, Captain Morgan Campaign etc. Clients Diageo, Aditya Birla, Mahindra, Conde Nast, Bennett & Coleman, Volkswagen, MTV, Samsung, Vodafone, Turner, Bluestar, ONGC, HSBC, Renault, Audi, Radio Mirchi, Radio City.
Why Experiential Marketing
People live to enjoy their lives, not to engage with brands Our brands & products live in their world – and always have
Consumers are not listening anymore
Become highly adept at ignoring advertising in all its forms Skip TV commercials Block emails from unknown senders Challenges Virtually blind to banner ads
THE OLD RULES OF MARKETING NO LONGER APPLY People don’t want to be shouted at by companies. Instead they want to be listened to and to be able to have a conversation.
Solution So Let Them Experience
Why Experiential Marketing •Engages all five senses •Most memorable media •Changes brand perceptions •Increase sales •Consumers love it •Experiential is the word of mouth media •An opportunity for personal feedback •Experiential can convey complex messages •Makes consumers receptive to other forms of media •“one-size-fits-all” traditional mass media marketing messages no longer working. •Enables media stand out
Why Experiential Marketing
The experience is the Marketing
Activation is the next big thing
Origin of Brand Activation (on-ground) Competition • The need to innovate/stand out Validator: • As a validator for a consumer to sample a brand and touch and feel the benefits it claims New Media • The emergence of new media • Their importance in purchase decisions • Their ability to provide an opportunity for the brand engagement through experience
Brand Activation (on-ground) Malls Multiplexes Hypermarkets and related retail formats Schools & Colleges Large Events Offices Public Spaces 84
Types of Brand Activation (on-ground) Purely promotional Sampling • Objectives • Product Trial • Product Feedback Sales • Point of purchase experiential As a support to • Mass media advertising • Larger Tent-pole events
How can Activation become the next big thing? Integration with other media • Drive customers to sample or experience Emergence of newer, clearly segmented media with scalable ability Ability to clearly adapt the Brand’s positioning and features to appeal to the media • E.g. Education angle in schools to appeal to key stakeholders Emergence of niche products • The consumer is constantly evolving • His demands are for more customisation • On-ground media is clearly segmented and thus provides the platform to engage the right customer at the right time
Overview
Bird’s eye view A look at some of the media players, who have branched off in brand activations as well
Factors influencing growth of Industry • The consumer behavior is constantly changing – he wants to relish new experiences • The consumer is constantly evolving, his demands are for more customization and wants to touch and feel the benefits of brand claims • Option of selective audience and selective exposure can be exercised • Platform of interaction and feedback generation • Important source of data collection • This provides the platform to engage the right customer at the right time • Its ability to provide an opportunity for the brand engagement through experience • Ability to adapt the Brand’s positioning and features clearly • Events are focused on well defined audiences, and ROI can be accurately measured
Activation categories Sponsorship Promotions Pub Retail & POS Promotions College SCP Activations Activations CANTER Mall ROADSHOW Activations S CORPORATE Housing OFF Society ACTIVITIES
Major Players: Urban All are approx figures based on industry reports till October 2011
Major Players: Rural
Insight: Candid Marketing • HUL, ITC, Nissan, Colors, Star TV, Axis Bank, ICICI Bank, Google, Nokia, Major Clients: Cadbury, Pepsi, etc. Turnover: • Approx. 54 crores Margin: • Approx. 24% on every activation Employee Strength: • 150+ Structure: Each partner is responsible for 1 or 2 departments Branches: Managing Managing Director Partners Mumbai CS Team- Operations Creative Finance Admin Delhi (HO) Content Department & Art VP Regional Head Department Bangalore Account Project Directors Managers Hyderabad (Operations employees Sr. Account only) Managers Asst Managers Account Project Chennai (Operations employees only) Managers Associates Executives Kolkata (Operations employees only)
Insight: Jagran Solutions Major Clients: • Audi, UTV, Nokia, MTS, etc. Turnover: • Approx. 56 crores Margin: • Approx. 25% on every activation Employee Strength: • Mumbai: 40 • Delhi (HO): 49 • Bangalore: 15 • Kolkata: 4 Structure: • Business Head • City Head • 3-4 Sr. Account Managers • 5 Asst. Account Managers • 4 Creative personnel • 8 Production personnel • 2 Concept planners
Insight: Nyka Events Major Clients: • HDFC Bank, HSBC Bank, CEAT Tyres, etc. Turnover: • Approx. 7 crores Margin: • Approx. 25% on every activation Employee Strength: • Mumbai: 25 • Delhi (recently started): 3 Structure: • 6 Client Servicing – Managers, Asst. managers and executives • 5 Creative personnel • 7 Production personnel
Insight: G2 Rams Major Clients: • GSK, Hero Honda, Reebok, Nestle, Future Group, etc. Turnover: • Approx. 86 crores Margin: • Approx. 20% on every activation Employee Strength: • Mumbai: 26 • Delhi (HO): 44 • Bangalore: 14 Structure: • 3 Branch Heads • 18 Client Servicing Heads, Managers, Asst. managers and executives • 15 Creative personnel • 41 Production personnel
Activation: Key Markets Activation Spends 15% 35% 10% Mumbai Delhi Bangalore 40% Others Others includes: Kolkata, Hyderabad, Chennai, Pune, Ahmedabad, Lucknow
Industry Spends Mix Alcohol Tobacco 2% Association Travel & Tourism Alcohol Telecom 10% 15% Auto 2% Retail Sports Consumer Durables 0% 2% Education Realty Finance 0% Association FMCG Pharmaceuticals 5% Global Conglomerate 2% Petroleum 2% IT Auto Others 5% Lifestyle NGO 3% Consumer Durables Manufacturing 0% 2% Media & Entertainment Education NGO 0% Finance Others 5% Petroleum Media & Entertainment Pharmaceuticals 31% Realty Global FMCG Retail Conglomerate 3% 8% Sports Telecom IT Tobacco 1% Travel & Tourism Lifestyle Manufacturing 0% 1%
STRENGTHS WEAKNESSES • Booming Sector – growth @ 25% • Highly fragmented sector • Increased disposable income = • Lack of unity within competitors increase in brand / product • Cumbersome process to obtain spends licenses & permissions • Technological innovations leading • Lack of penetration in lower socio to increase in spends – economic classes • Sponsor led business models still prevail OPPORTUNITIES THREATS • Unorganized to Organized sector • Consolidation leading to • Creation of different verticals – emergence of players with superior Religion, Politics, etc. capabilities • Technological innovations • Violation of intellectual property • Talent Development & rights management • Growing importance of pay markets in business models 99
Intellectual Properties
IP’s • Licensed Projects • Awards • Competitions Showcases • Talent hunt showcases • Workshops Properties can be the future of Higher Investment in early Modern Event Industry in India- years- IP’s are very profitable propositions for event Higher investment to sustain and organizers as the margins over time are way building the property in the early more than achieved by creating experiences for other brands. years. Two new biggest challenges are - risk and capital. World Intellectual Property Day is observed on April 26 each year.
Conceptualization of IP’s
Properties and Festivals •NH 7 Weekender Music •Sunburn •Nokia Music Week •IIFA awards Bollywood •Filmfare •Star screen •Kala Ghoda Festival Art/Literature/Film •IFFI •India Art Fair •Lakme Fashion Week Fashion/Style •Wills Lifestyle Fashion Week •GQ Men Of the Year awards •IPL Sport •Standard Charted Cyclothon •Champion Leagues •TOI Food awards Food •Times Now Foodie Awards •NDTV Car & Bike Awards Auto •Auto Expo
IIFA Awards The International Indian Film Academy is an organization dedicated to promoting Indian Cinema beyond India and placing it on an international platform by fostering exchange and interaction to enhance business opportunities with the Country of Hosting. Established Year-2000 , IIFA claims to have clocked a PR valuation of over 85 million USD and close to 30,000 audience(2011). -India’s biggest global media event - The only representation of Indian cinema on a global platform - Recognized as the Indian Oscars - International Venues - Top of the line production and management - Indian and International Performers - International Audiences - Reaches over 600 million viewers over 120 countries across the globe. - interacts with institutes like the IIMs and industry body CII to spread awareness from the innovation research findings. - revenue accrues from television rights, sponsorships, associate sponsorships, partnerships and the like. - TRP 6.18 on Star Plus(2011) Date: June & 3 days event
Filmfare Awards The Filmfare Awards are presented annually by The Times Group to honour both artistic and technical excellence of professionals in the Hindi language film industry of India. The Filmfare ceremony is one of the oldest and most prominent film events given for Hindi films in India. The awards were first introduced in 1954 in Bombay at Regal Theatre. The Filmfare Awards have been often referred to as Hindi film industry's equivalent to the Oscars. But over the past decade or so, its uniqueness and its genuineness have taken a backseat, making the pioneer look like “one in the crowd”.
Sunburn Festival Sunburn is an electronic dance music festival held in Candolim Beach, Goa, India. The festival is an amalgamation of music, entertainment, food and shopping. The festival by Shailendra Singh of Percept, in partnership with Nikhil Chinapa. Held over three days, the festival has multiple stages with artists playing simultaneously daily. Sunburn is now valued at $100 million to $150 million and is projected as a home grown brand that’s making waves the world over. Future plans for brand Sunburn include taking the festival across Asia, including Thailand, Malaysia, Vietnam, Singapore and Bali. Highlights 2011: 17 sponsors, 103 artists, 1 Lacs attendees, US 6 million investment, 20 crore media spend Date: December Sunburn Festival 2007 2008 2009 2010 Sponsorships Smirnoff Kingfisher XXX Tuborg Attendees 10,000 20,000 35,000 46490 Artists 36 45 66 92 Local audience 1,500 3,500 5,000 6,200 National audience 5,500 10,000 18,000 22,215 International 3,000 6,500 12,000 18,075 Fan Base 3,000 6,500 12,000 30,000
Bacardi NH7 Weekender NH7 is one of the biggest independent music festivals in the country which just completed its second edition this November. Sponsored by Bacardi and organized by Only Much Louder(OML) it is a three - day event held in Pune which has performances by over 60 bands including big international acts like The Magic Numbers, Basement Jaxx and Imogen Heap. There is emphasis on non-Bollywood or mainstream musical acts throughout the festival. The festival had three stages set up and over 50 musical acts performed over the weekend. Asian Dub Foundation was the headline act of the festival. At the 2011 edition there were five stages set up and over 65 acts performed over the weekend. The event was sold out and able to make a profit in its second year The festival saw a footfall of about 9500 people. Date: November
Wills India Fashion Week Fashion Design Council of India(FDCI) introduced the Wills India Fashion Week, Asia’s biggest business of fashion event and In 2006, Wills Lifestyle became title partner of the country's most premier fashion event In it 18th edition, each season brings around 120 designers from across the country to showcase their trend predictions for the season, including designers on the runway. The event is held in Delhi at Pragati Maidan . Though like every year, the WIFW SS 2011 will have its share of glamour with celebrities like Deepika Padukone, Kalki Koechin and Sonakshi Sinha walked the ramp, the organizer said the event will be low on glamour and high on fashion. Some 19 brands partnered on last WLFW.
Way forward • Packaging of stuff- If you look at the most successful stuff in recent years, in the media, they have been smartly packaged on ground events that have become content for television or print media. The packaging is such that there is a comprehensive offer of other media which Enhances the reach of the event. We need to raise the size quotient with the right offer of media (and break through ideas).” • Work as partner- Industry need to demonstrate what value we can bring to the client. We need to justify our existence and prove that we are capable of being partners to the brand (not vendors anymore). • Wider base of services- The typical BTL agencies have to pushed to widen the base of services they provide to the brands. Apart from the typical events and road shows, their services now include customized brand activation programs, response management, social media and digital media and CRM solutions for their clients.
BTL Industry in 2012 All Figures in percentage No. of BTL ATL Companies 19 40 60 34 30 70 29 20 80 18 10 90 Source – Brand Equity Survey ET Now
Event Management

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Event Management

  • 1.
    Event Management Mayank Dixit
  • 2.
    Summary History Market Overview Market Players Activation Intellectual Properties Way Forward
  • 3.
  • 4.
    Today would havelooked like this - Pepsi presents The last supper In association with Indage wines Official hosts – The Renaissance Hotel.
  • 5.
    Event Management- History Eventsare a commonplace, everyday occurrence. Songs, dances, food festivals and carnivals are different expressions of Events. It’s so common that we fail to recognize it Births, baptisms, Annaprasan, engagements, marriages and deaths are socio- religious events, across all socio-economic and socio-cultural groups. Traditional events- Surujkund Craft Mela, Puri’s chariot festival, Ganesh Utsav, Pushkar Mela, Kumbha Mela.
  • 6.
    Events as it was in the • The first event managers • Pandal contractors beginning • Caterers • Sports organizations: Hockey, Cricket, Wrestling • Circuses • Music Troupes • Theatre producers • Sound / light wallas
  • 7.
    Events in India Onebillion birthdays Millions of festival celebrations 50 crore weddings, mehndi’s, sangeets, engagements And a few million corporate events…..
  • 8.
    Were we aby-product? • Industry – gave us exhibitions – Birth of Pragati Maidan • The “commercialization” of culture: Clubs and hotels saw the possible profits from Valentine’s Day, Festivals, New Year and so on • Film – Bollywood shows, Film Award nights • Sports – World Cups, Asian Games, Tennis Championships
  • 9.
    Then….. • With newdemands and expectations from the consumer, budgets increased exponentially • Unable to meet budgets, organizers approached corporates for sponsorship • Corporates, in turn, wanted more professionalism, more differentiation, better production – • giving birth to the modern Indian Event manager
  • 10.
    The birth ofthe e-factor • Entertainment is everywhere • Everyone wants to be entertained. • Corporate houses realise this. • Corporates start talking events.
  • 11.
    • International brands entering the country • Understanding of below the line marketing proved events were a cost effective way to reach the consumer • The satellite television revolution and the Internet brought India even closer to the rest of the world
  • 12.
    • Now partof the marketing mix • Budgets specifically allocated • Result oriented deliverables laid out • Fresh manpower – fresh ideas • Education and exposure
  • 13.
    Indian M&E industry • The Indian M&E industry grew from INR 652 billion in 2010 to INR 728 billion in 2011, registering an overall growth of 12 percent. • The industry is estimated to achieve growth of 13 percent in 2012 to touch INR 823 billion, the sector is projected to grow at a CAGR of 14.9 percent to reach INR 1,457 billion by 2016. • The advertising spends across all media accounted for INR 300 billion in 2011, contributing to 41 percent of the overall M&E industry revenues. Advertising revenues witnessed a growth of 13 percent in 2011 against a marginal decline of 17 percent observed in 2010. • Print continued to be the largest contributor, accounting for INR 139 billion and 46 percent of the advertising pie. • Advertising spends are expected to grow at a CAGR of 11 percent to reach INR 586 billion in 2016. • The television industry was estimated to be INR 329 billion in 2011, and is expected to grow at a CAGR of 17 percent over 2011-16, to reach INR 735 billion in 2016. • Digital media estimated grown in advertising revenues in excess of 40 percent over last year. Coming in at approximately INR 15.4 billion in revenue in 2011. • The Radio industry grew at 15 percent in CY 2011 to reach INR 11.5 billion compared to INR 10 billion in CY 2010. • The OOH grown to INR 17.75 billion in 2011 which amounts to approximately 5 percent of
  • 14.
    Industry Size &projection Source-PWC/KPMG FICCI Reports
  • 15.
  • 16.
    Event Management Event managementis to the creation and development of festivals, events and conferences. It 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 executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry. “Experiential marketing is a concept of creating experience that integrates elements of emotions, logic, and general thought processes to connect with the consumer.”
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
    DIFFERENCE BETWEEN TRADITIONALAND EXPERIENTIAL MARKETING Basic characteristics of Traditional Basic characteristics of marketing Experiential Marketing •Focus on Functional Features and •A Focus on Customer Experiences Benefits • Focus on Consumption as a •Product Category and Competition Holistic Experience are Narrowly Defined •Customers are Rational and •Customers are Viewed as Rational Emotional people. Decision Makers •Methods and Tools are Eclectic •Methods and Tools are Analytical, •Establish one to one relationships Quantitative and Verbal •Cater to Mass Market
  • 23.
    Events are alsoknown as… Below the Line advertising Psycho Experiential Marketing Marketing Spike Lifestyle Marketing Marketing Participation Live Marketing Marketing
  • 24.
    Event Marketing • Identifiabletarget market • Accurate positioning • Good channels of distribution • An effective launch strategy • Category domination • Sustaining power • Delivery of a promise
  • 25.
    How does itwork The consumer responds to a product offering based on both emotional and rational response levels and experiential marketing is the best way to establish the connection with the consume in such a way.
  • 26.
    How does itwork Experiential activity is proven to: •Deliver advocacy & talk ability •Change purchasing behavior •Positively influence brand perception -79% of marketers agree that Experiential marketing makes consumers more receptive to other forms of marketing. -99% of marketers agree "what a brand does is as important as what a brand says“. “Experiential marketing interrupts the purchasing Funnel which has been long seen as a prevalent model for a consumer's decision making process”.
  • 27.
    Market Overview • Indiabeing a country rich in heritage and culture holds numerous events throughout the year due to this factor there are huge opportunities for growth in this sector • Event management industry in India is approximately fifteen to twenty years old and is gaining momentum. • During the early part of the 1990s the industry had spent up to Rs. 20 Crores, per annum on events. • Year 2003 – over 1000 events were managed out of which 20 were large scale international quality events. • Indian event management industry is poised to clock a 25% growth rate, The market is increasing from INR 15 bn in 2010 to Rs. 24 billion in 2012. • It was primarily an unorganized market which is slowly transitioning into an organized structure. • Increase in corporate and personal occasions needing professionals to manage them has led to a major demand for event organizers.
  • 28.
    Market Size &Growth- Organized Organized Events OOH Radio 4,375 3,500 2,800 2,267 2,308 2,061 1,850 1,840 1,815 1,570 1,500 1,420 1,240 1,050 840 2009-10 2010-11 2011-12 (E) 2012-13 (E) 2013-14 (E) Source- ERNST & Young Whitepaper 2012
  • 29.
    The Indian eventsand activation industry – what are we? Events and What we are not… activation company • TV / Film production Events IP Others • In-house event divisions of advertisers Media amplified Owned Exhibitions • MICE from pure-play travel companies Celebrity Corporate JV management • Sports leagues, unless IP is owned Activations Managed Etc • Value of IP not owned • Media value of others’ Personal events
  • 30.
  • 31.
    Key Steps inEvent Management
  • 32.
  • 33.
    Growth drivers –Increased BTL spends Increase in events and activation spends by advertisers More IP 17.8% 19.6% BTL ATL Increase Production cost in BTL inflation Drivers 82.2% 80.4% Regional Sports growth 2011-12 2013-14
  • 34.
    Growth drivers –IP Services Provided IP 55% More IP (~2 each) Activations 66% Managed Events 93% Production Increase in cost BTL inflation Company revenues vis-à-vis events Drivers organized IP 14% 1% 16% Regional Activations 34% Sports growth Managed Events 70% 65% Percentage of total revenue Percentage of total events
  • 35.
    Growth drivers –Costs Cost breakup More IP Admin (~2 each) 12% Payroll 13% Increase Production cost in BTL inflation Direct Drivers variable costs 75% Regional Sports growth Profit margin Debtors days 19% 59
  • 36.
    Growth drivers –Regional growth Movement of marketing spends to non-metro locations More IP 10 (~2 each) 15 20 Production Increase in 30 cost ROUI BTL inflation KUT Drivers Metros 70 55 Regional Sports growth 2007 2011
  • 37.
    Growth drivers –Sports More IP (~2 each) Production Increase in cost BTL inflation Drivers Regional Sports growth
  • 38.
    The space forsports High Opportunity for Inexpensive BCCL Costly event rights, mass IPL Cost of media rights, mass companies media Wimbledon media Asian Games Niche, subscription Existing space Inexpensive Costly based sports channels for most event rights, narrow rights, narrow Eg, Golf companies or no media media Low Cost of rights  High
  • 39.
    Key Drivers Growth inconsumer spending and disposable income Increase in below the line promotion among establishments Rising need of organized & structured event Innovation & specialization of events
  • 40.
    Key Issues Market isfragmented with low barriers of entry and rising number of event organizers Lengthy procedure for import of equipments High levels of entertainment tax imposed by the government Dependence on industry growth. Sponsor led business models still prevail Regulatory clearances for events Lack of proper infrastructure
  • 41.
    Key Challenges • InternationalTrends; Industry is still ignorant to emerging markets , need to keep close eye on International trends. • Information Pool; Need to create an information pool where industry can have ready access of information on venues because reccee cost a great amount of money and hit the margins/cost. • The advent of other media; The advent of other media invading into the activations space is another thing we should look at closely. With Big Bazaar providing activation solutions to brands together with measurability and statistics, and radio and print creating activation teams for their clients with the incentive of promotion through their media channel, this is a real threat. • Rising rental cost of space; Malls that make for a prime venue for activation are getting more expensive. As other expenses rise, the first cut suggested to maintain the budget is the agency’s fees. • Other factors like use of information technology, develop event measurement tools, rising demand of activation in KUT/ROUI, Vendor Management & Outsourcing business model etc.
  • 42.
    Challenges which hauntthe industry now and in the future 14% Inadequate event infrastructure 13% 12% Talent acquisition and retention 15% Future Now 11% Inability to demonstrate ROI 11% 11% Cumbersome tax structure 17% Percentage of respondents
  • 43.
    Voice of yourclients Wish list from your existing events agency RoI 80% Proactive ideation 70% Transparency 60% National reach 50% One-stop shop 50%
  • 44.
    Event Agencies Wishlist Key issues requiring regulatory support Infrastructure 22% Easing out permissions 21% Rationalisation of 21% entertainment tax Service tax waiver 20% Availability of credit 15% Others 1%
  • 45.
    EY’s event riskmanagement frameworkSM Contestant / Venue and jury Hygiene decor acceptability Benefit of Relevance viewership / participation Objective Awareness / Sales Entertainment Timing Attraction points / Viewership / Trial value / / etc knowledge (Enable achievement of objectives) Hype / peer Celebrity acceptance participation Hygiene factors (repel achievement of objectives if not Participation Rules and Processes & managed properly) effort regulations credibility
  • 46.
    If you failto plan, you plan to fail Key operating challenges faced by event & activation companies Safety 70% Procurement efficiency / 70% rising costs Quality control over large 70% events Inadequate 63% infrastrucuture Onerous regulations 47% (permissions, taxes, etc) 0% 50% 100%
  • 47.
    Proposed approach todemonstrate RoI Define Set targets Measure Report and objectives performance course correct • Awareness • Define • Implement • Analyze • Sales numeric processes to performance • Trial targets for the collect against event's relevant data objectives • Database objectives creation • Share of wallet / preference Agreed Standard Increased Open to audit objectives methodology trust
  • 48.
    Increase in disposableincome has empowered the young Indian consumer to spend on entertainment • Growing income levels and households in the middle and upper class of society has led to an increase in the aggregate disposable income • Due to change in lifestyles and restricted time of individuals at home, most of the young population prefer management companies to organizing various events • Willingness of people to spend on parties and major events has contributed to the popularity of live entertainment • Most predominant event for which individuals approach an event management company are weddings • Wedding market in India is pegged at between INR 500-600 bn in 2009 and is expected to grow at 15% p.a. • This provides a strong opportunity as ~40% of the market can be tapped in to by event management players
  • 49.
    A paradigm shiftfrom above the line to below the line marketing to boost the event management market • Companies in the past have been primarily focusing on above the line promotions which accounted for approximately 90-95% of their marketing budgets while the rest was accounted for by below the line promotional activities like live events • The expenditure pattern in the existing market scenario has seen a major shift as establishments spend 30-35% of their marketing budgets on below the line promotional events • This has led to the organization of a large number of promotional events at various levels towards targeting different segments in the market • One of the primary reason for this shift is the need among companies to interact with their consumers directly • These events gain high viewership ratings in television as major celebrities perform at the events often with lavish sets for performances
  • 50.
    Rising number ofevents and growing need of organized and structured events is driving the market • Expertise developed over the years has led to a major demand for professional event managers rather than general event organizers as there is a major difference in the services offered • The well managed events and list of facilities offered as a package are becoming popular and profitable to consumers • Range of special facilities and innovative ideas allure the consumers to spend lavishly on their one time special events of life • Well organized and ideal running of events earn organizers and hosts a good reputation Furthermore, the establishment of the Event and Entertainment Management Association is testament to the fact that the market is gradually moving from an unorganized to an organized structure • Furthermore, the establishment of the Event and Entertainment Management Association is testament to the fact that the market is gradually moving from an unorganized to an organized structure
  • 51.
    Soaring entertainment taxrates discourage new entrants in the field of live entertainment • High rates of entertainment tax across some states decelerates the growth of the entertainment industry • Entertainment tax rates in India varies from 15-30% in comparison to the average rate of 10% in the developed countries.
  • 52.
    Insufficient management facilitiesand tedious procedures of import hinder growth of industry • Events are bound by strict constraints of time and budget therefore ordering foreign equipments may lead to complicated and unpredictable outcomes • High import duties on technological equipments make it difficult for most companies to import them • Custom duties are as high as 35 % on electronic goods and services as per the customs duty • Many deals take time to mature thereby hampering the timely functioning of operations • An event manager organizes an event through a blend of ideas, creativity, logistics, budgets, permits, people, performers, publicit y channels etc. Presence of proper equipments and facilities form an integral part of carrying out these objectives successfully.
  • 53.
    The 5C’s ofEvents Conceptualization Conceptualization of the creative idea Costing Calculation of cost of production and margin Canvassing For clients and sponsors, customers, audience and networking Customization Based upon the preferences of the customer’s and the marketing objectives of the organization Carrying – out the event. The execution of the event as planned
  • 54.
    Event and EntertainmentManagement Association • First event and entertainment body in India looking to bring together professional organizations in this space on one platform. •Will be the representative of this space to the Government, statutory bodies, taxation authorities and private licensing bodies • Forward certain professional standards of management and interface between its members and clients, vendors and artists •Act as a knowledge databank on venues, artists and vendors • Plan on organizing training programmes and seminars to enhance knowledge of its members President- Mr. Brian Tellis
  • 55.
    Key Players 1. Wizcraft 2.Encompass 3. Percept D’Mark 4. Seventy Group 5. Showtime 6. Seventy Seven 7. Fountainhead 8. DNA Networks 9. Cineyug
  • 56.
    Key Players Company Corporate Leisure Cultural Personal Wizcraft DNA Networks Percept D’Mark Seventy Group Showtime Seventy Seven Encompass Fountainhead Cineyug
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
    Insight; Showtime Showtime Events(India) Pvt. Ltd. Corporate Information Snapshot : Services Capabilities- Headquarters New Delhi Activation Road shows New Delhi, Mumbai, Location Signature events Bangalore Award Functions MICE Key People Michael Menezes Sports Live Concerts Special projects Brand Launches Operations : Snapshot Television Events Organized Unveiled the Queen’s Baton for Commonwealth Games, Event Identity launch of ICC World Cup 2011, Auto expo several times, World Economic forum, DLF IPL 2007 Clients MetLife, SAP, Castrol, NDTV, CNN IBN, Hero Honda, Aviva, Taj, Apollo, Burberry, Tata, IBM, Indigo, ING, LG, Volkswagen. Me n moms, Infosys & Louis Vuitton.
  • 62.
    Insight; Seventy Seven SeventySeven Entertainment Pvt. Ltd. Corporate Information Snapshot : Services It operates in below event categories.. Headquarters Mumbai Televised Shows Award Functions Location Mumbai, Delhi MICE Aditya Mehra Live Concerts Key People Daryl Sheldon Corporate Events Manoj Gopalani Brand Launches Experiential Marketing BTL Promotions Operations : Snapshot Others Services Branding, Print Media, Direct Mailers, Web, Outdoor, AV’s Events Organized Indian Idol, Kotak Infinite India, WOW awards, I am She awards, X Factor Logo & Skoda Fabia relaunch Gallantry Awards etc. Clients J P Morgan, Credit Suisse, Cleartrip, BNP Paribas, Airtel, Colgate, Capita, JSW, IDFC, Sony, Lodha, Kotak, Skoda, TOI, TCS, UTV, Calyon, ONGC, Neo
  • 63.
    Insight; Encompass Encompass EventsPvt. Ltd. Corporate Information Snapshot : Services Its service offerings spanning across Events, BTL Headquarters Gurgaon Communication, Brand Activation and content Gurgaon, Mumbai, creation. Location Kolkata, Chennai, Secunderabad, Bangalore Roshan Abbas Key People Sukrit Singh Ranjit Raina Operations : Snapshot Encompass is a subsidiary company of WPP India (Wire and Plastic Products plc). Events Organized Launch event of Delhi Airport, Godrej annual meets, Gillette Mach 3 India movement, Deccan Charges association launch, Nokia N8 launch Clients HSBC, Nokia, GSK, Pepsi, Accenture, Hewlett Packard, Microsoft, L'Oreal, Reliance , Mercedes Benz, Ultratech, Asian Paints, Radio Mirchi, Airtel and Ford.
  • 64.
    Insight; Fountainhead Fountainhead Promotions& Events Pvt. Ltd. Corporate Information Snapshot : Services Events, Conference Management, Award Headquarters Mumbai Ceremonies, Musical Concerts, School Contact Programs, Employee Engagement Location Delhi, Bangalore & KUTs Programs, Dealer meets, Product Launches, BTL 360 Campaigns, Brand Activation and content Brian Tellis- Chairman creation. Key People Neale Murray- MD V G Jairam- JMD Operations : Snapshot Other Services; MICE, Digital, Oranjuice- a music brand, TPT Production terminus Events Organized Aditya Birla Chairman Awards, Mahindra Blues Festival, Celebrate Bandra, Economics Times Awards, Business India Awards, GQ Awards, Femina Miss India, Vogue Beauty Awards, Volkswagen Jetta Launch, Diesel launch, Akon Concert, Smirnoff Ichoose, Captain Morgan Campaign etc. Clients Diageo, Aditya Birla, Mahindra, Conde Nast, Bennett & Coleman, Volkswagen, MTV, Samsung, Vodafone, Turner, Bluestar, ONGC, HSBC, Renault, Audi, Radio Mirchi, Radio City.
  • 65.
  • 66.
    People live toenjoy their lives, not to engage with brands Our brands & products live in their world – and always have
  • 67.
    Consumers are notlistening anymore
  • 68.
    Become highly adeptat ignoring advertising in all its forms Skip TV commercials Block emails from unknown senders Challenges Virtually blind to banner ads
  • 69.
    THE OLD RULESOF MARKETING NO LONGER APPLY People don’t want to be shouted at by companies. Instead they want to be listened to and to be able to have a conversation.
  • 70.
    Solution So Let Them Experience
  • 77.
    Why Experiential Marketing •Engagesall five senses •Most memorable media •Changes brand perceptions •Increase sales •Consumers love it •Experiential is the word of mouth media •An opportunity for personal feedback •Experiential can convey complex messages •Makes consumers receptive to other forms of media •“one-size-fits-all” traditional mass media marketing messages no longer working. •Enables media stand out
  • 78.
  • 81.
    The experience isthe Marketing
  • 82.
    Activation is thenext big thing
  • 83.
    Origin of BrandActivation (on-ground) Competition • The need to innovate/stand out Validator: • As a validator for a consumer to sample a brand and touch and feel the benefits it claims New Media • The emergence of new media • Their importance in purchase decisions • Their ability to provide an opportunity for the brand engagement through experience
  • 84.
    Brand Activation (on-ground) Malls Multiplexes Hypermarkets and related retail formats Schools & Colleges Large Events Offices Public Spaces 84
  • 85.
    Types of BrandActivation (on-ground) Purely promotional Sampling • Objectives • Product Trial • Product Feedback Sales • Point of purchase experiential As a support to • Mass media advertising • Larger Tent-pole events
  • 86.
    How can Activationbecome the next big thing? Integration with other media • Drive customers to sample or experience Emergence of newer, clearly segmented media with scalable ability Ability to clearly adapt the Brand’s positioning and features to appeal to the media • E.g. Education angle in schools to appeal to key stakeholders Emergence of niche products • The consumer is constantly evolving • His demands are for more customisation • On-ground media is clearly segmented and thus provides the platform to engage the right customer at the right time
  • 87.
  • 88.
    Bird’s eye view Alook at some of the media players, who have branched off in brand activations as well
  • 89.
    Factors influencing growthof Industry • The consumer behavior is constantly changing – he wants to relish new experiences • The consumer is constantly evolving, his demands are for more customization and wants to touch and feel the benefits of brand claims • Option of selective audience and selective exposure can be exercised • Platform of interaction and feedback generation • Important source of data collection • This provides the platform to engage the right customer at the right time • Its ability to provide an opportunity for the brand engagement through experience • Ability to adapt the Brand’s positioning and features clearly • Events are focused on well defined audiences, and ROI can be accurately measured
  • 90.
    Activation categories Sponsorship Promotions Pub Retail & POS Promotions College SCP Activations Activations CANTER Mall ROADSHOW Activations S CORPORATE Housing OFF Society ACTIVITIES
  • 91.
    Major Players: Urban Allare approx figures based on industry reports till October 2011
  • 92.
  • 93.
    Insight: Candid Marketing • HUL, ITC, Nissan, Colors, Star TV, Axis Bank, ICICI Bank, Google, Nokia, Major Clients: Cadbury, Pepsi, etc. Turnover: • Approx. 54 crores Margin: • Approx. 24% on every activation Employee Strength: • 150+ Structure: Each partner is responsible for 1 or 2 departments Branches: Managing Managing Director Partners Mumbai CS Team- Operations Creative Finance Admin Delhi (HO) Content Department & Art VP Regional Head Department Bangalore Account Project Directors Managers Hyderabad (Operations employees Sr. Account only) Managers Asst Managers Account Project Chennai (Operations employees only) Managers Associates Executives Kolkata (Operations employees only)
  • 94.
    Insight: Jagran Solutions MajorClients: • Audi, UTV, Nokia, MTS, etc. Turnover: • Approx. 56 crores Margin: • Approx. 25% on every activation Employee Strength: • Mumbai: 40 • Delhi (HO): 49 • Bangalore: 15 • Kolkata: 4 Structure: • Business Head • City Head • 3-4 Sr. Account Managers • 5 Asst. Account Managers • 4 Creative personnel • 8 Production personnel • 2 Concept planners
  • 95.
    Insight: Nyka Events MajorClients: • HDFC Bank, HSBC Bank, CEAT Tyres, etc. Turnover: • Approx. 7 crores Margin: • Approx. 25% on every activation Employee Strength: • Mumbai: 25 • Delhi (recently started): 3 Structure: • 6 Client Servicing – Managers, Asst. managers and executives • 5 Creative personnel • 7 Production personnel
  • 96.
    Insight: G2 Rams MajorClients: • GSK, Hero Honda, Reebok, Nestle, Future Group, etc. Turnover: • Approx. 86 crores Margin: • Approx. 20% on every activation Employee Strength: • Mumbai: 26 • Delhi (HO): 44 • Bangalore: 14 Structure: • 3 Branch Heads • 18 Client Servicing Heads, Managers, Asst. managers and executives • 15 Creative personnel • 41 Production personnel
  • 97.
    Activation: Key Markets Activation Spends 15% 35% 10% Mumbai Delhi Bangalore 40% Others Others includes: Kolkata, Hyderabad, Chennai, Pune, Ahmedabad, Lucknow
  • 98.
    Industry Spends Mix Alcohol Tobacco 2% Association Travel & Tourism Alcohol Telecom 10% 15% Auto 2% Retail Sports Consumer Durables 0% 2% Education Realty Finance 0% Association FMCG Pharmaceuticals 5% Global Conglomerate 2% Petroleum 2% IT Auto Others 5% Lifestyle NGO 3% Consumer Durables Manufacturing 0% 2% Media & Entertainment Education NGO 0% Finance Others 5% Petroleum Media & Entertainment Pharmaceuticals 31% Realty Global FMCG Retail Conglomerate 3% 8% Sports Telecom IT Tobacco 1% Travel & Tourism Lifestyle Manufacturing 0% 1%
  • 99.
    STRENGTHS WEAKNESSES • Booming Sector – growth @ 25% • Highly fragmented sector • Increased disposable income = • Lack of unity within competitors increase in brand / product • Cumbersome process to obtain spends licenses & permissions • Technological innovations leading • Lack of penetration in lower socio to increase in spends – economic classes • Sponsor led business models still prevail OPPORTUNITIES THREATS • Unorganized to Organized sector • Consolidation leading to • Creation of different verticals – emergence of players with superior Religion, Politics, etc. capabilities • Technological innovations • Violation of intellectual property • Talent Development & rights management • Growing importance of pay markets in business models 99
  • 100.
  • 101.
    IP’s • Licensed Projects • Awards • Competitions Showcases • Talent hunt showcases • Workshops Properties can be the future of Higher Investment in early Modern Event Industry in India- years- IP’s are very profitable propositions for event Higher investment to sustain and organizers as the margins over time are way building the property in the early more than achieved by creating experiences for other brands. years. Two new biggest challenges are - risk and capital. World Intellectual Property Day is observed on April 26 each year.
  • 102.
  • 103.
    Properties and Festivals •NH 7 Weekender Music •Sunburn •Nokia Music Week •IIFA awards Bollywood •Filmfare •Star screen •Kala Ghoda Festival Art/Literature/Film •IFFI •India Art Fair •Lakme Fashion Week Fashion/Style •Wills Lifestyle Fashion Week •GQ Men Of the Year awards •IPL Sport •Standard Charted Cyclothon •Champion Leagues •TOI Food awards Food •Times Now Foodie Awards •NDTV Car & Bike Awards Auto •Auto Expo
  • 104.
    IIFA Awards TheInternational Indian Film Academy is an organization dedicated to promoting Indian Cinema beyond India and placing it on an international platform by fostering exchange and interaction to enhance business opportunities with the Country of Hosting. Established Year-2000 , IIFA claims to have clocked a PR valuation of over 85 million USD and close to 30,000 audience(2011). -India’s biggest global media event - The only representation of Indian cinema on a global platform - Recognized as the Indian Oscars - International Venues - Top of the line production and management - Indian and International Performers - International Audiences - Reaches over 600 million viewers over 120 countries across the globe. - interacts with institutes like the IIMs and industry body CII to spread awareness from the innovation research findings. - revenue accrues from television rights, sponsorships, associate sponsorships, partnerships and the like. - TRP 6.18 on Star Plus(2011) Date: June & 3 days event
  • 105.
    Filmfare Awards TheFilmfare Awards are presented annually by The Times Group to honour both artistic and technical excellence of professionals in the Hindi language film industry of India. The Filmfare ceremony is one of the oldest and most prominent film events given for Hindi films in India. The awards were first introduced in 1954 in Bombay at Regal Theatre. The Filmfare Awards have been often referred to as Hindi film industry's equivalent to the Oscars. But over the past decade or so, its uniqueness and its genuineness have taken a backseat, making the pioneer look like “one in the crowd”.
  • 106.
    Sunburn Festival Sunburn isan electronic dance music festival held in Candolim Beach, Goa, India. The festival is an amalgamation of music, entertainment, food and shopping. The festival by Shailendra Singh of Percept, in partnership with Nikhil Chinapa. Held over three days, the festival has multiple stages with artists playing simultaneously daily. Sunburn is now valued at $100 million to $150 million and is projected as a home grown brand that’s making waves the world over. Future plans for brand Sunburn include taking the festival across Asia, including Thailand, Malaysia, Vietnam, Singapore and Bali. Highlights 2011: 17 sponsors, 103 artists, 1 Lacs attendees, US 6 million investment, 20 crore media spend Date: December Sunburn Festival 2007 2008 2009 2010 Sponsorships Smirnoff Kingfisher XXX Tuborg Attendees 10,000 20,000 35,000 46490 Artists 36 45 66 92 Local audience 1,500 3,500 5,000 6,200 National audience 5,500 10,000 18,000 22,215 International 3,000 6,500 12,000 18,075 Fan Base 3,000 6,500 12,000 30,000
  • 107.
    Bacardi NH7 Weekender NH7is one of the biggest independent music festivals in the country which just completed its second edition this November. Sponsored by Bacardi and organized by Only Much Louder(OML) it is a three - day event held in Pune which has performances by over 60 bands including big international acts like The Magic Numbers, Basement Jaxx and Imogen Heap. There is emphasis on non-Bollywood or mainstream musical acts throughout the festival. The festival had three stages set up and over 50 musical acts performed over the weekend. Asian Dub Foundation was the headline act of the festival. At the 2011 edition there were five stages set up and over 65 acts performed over the weekend. The event was sold out and able to make a profit in its second year The festival saw a footfall of about 9500 people. Date: November
  • 108.
    Wills India FashionWeek Fashion Design Council of India(FDCI) introduced the Wills India Fashion Week, Asia’s biggest business of fashion event and In 2006, Wills Lifestyle became title partner of the country's most premier fashion event In it 18th edition, each season brings around 120 designers from across the country to showcase their trend predictions for the season, including designers on the runway. The event is held in Delhi at Pragati Maidan . Though like every year, the WIFW SS 2011 will have its share of glamour with celebrities like Deepika Padukone, Kalki Koechin and Sonakshi Sinha walked the ramp, the organizer said the event will be low on glamour and high on fashion. Some 19 brands partnered on last WLFW.
  • 109.
    Way forward • Packagingof stuff- If you look at the most successful stuff in recent years, in the media, they have been smartly packaged on ground events that have become content for television or print media. The packaging is such that there is a comprehensive offer of other media which Enhances the reach of the event. We need to raise the size quotient with the right offer of media (and break through ideas).” • Work as partner- Industry need to demonstrate what value we can bring to the client. We need to justify our existence and prove that we are capable of being partners to the brand (not vendors anymore). • Wider base of services- The typical BTL agencies have to pushed to widen the base of services they provide to the brands. Apart from the typical events and road shows, their services now include customized brand activation programs, response management, social media and digital media and CRM solutions for their clients.
  • 110.
    BTL Industry in2012 All Figures in percentage No. of BTL ATL Companies 19 40 60 34 30 70 29 20 80 18 10 90 Source – Brand Equity Survey ET Now

Editor's Notes

  • #99 Others includes: Partners, Music, Apparel, Retail, Hospitality, Consultants, etc.