A SUMMER TRAINING REPORT

IN
IDEAZ SOLUTION PRIVATE LIMITED

ON
MARKETING STRATEGIES OF IDEAZ SOLUTION PVT. LTD.

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.) GURU JAMBHESHWAR UNIVERSITY, HISAR

TRAINING SUPERVISOR

SUBMITTED BY: BHAVNA GUPTA

MR.MOHIT MALHOTRA

ENROLLMENT NO.:

SESSION: 2007-2010 Directorate of Distance Education Guru Jambheshwar University of Science and Technology Hisar-125001

ACKNOWLEDGEMENT

I would like to take an opportunity to thank all the people who helped me in collecting necessary information and making of the report. I am grateful to all of them for their time, energy and wisdom. Getting a project really requires the work and effort of many people. I would like to thanks all those who have contributed in completing this project. First of all, I would like to send my sincere thanks to MR. MOHIT MALHOTRA for his helpful hand in the completion of my project. I convey my sincere thanks to my guide and mentor, for their valuable guidance and the confidence they instilled in me, that helped me in successful completion of the project report. This acknowledgement would be incomplete without thanking the college faculty, who helped me in all possible ways with their wholehearted co-operation. Finally, I would like to praise Almighty God with whose auspicious blessings I have been able to complete my project. I also express my thanks to all of them who have helped me directly or indirectly to face this challenge but I couldnt mention their names here.

NAME: DATE:

PREFACE

IDEAZ is an event management company. We organise all types of corporate events parties, conferences, team building and incentive programmes - with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. We tailor each event to match your brief this means your visions come to life and your objectives are met - every time. We plan parties, conferences, teambuilding and incentive programmes with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. From a Champagne celebration in Chelsea to a Murder Mystery in Monte Carlo or a Conference in Conneticut, we have the answers, expertise and knowledge to create it for you. 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.

EXECUTIVE SUMMARY

There are varied art forms that have been passed down through the ages. One such form of art is that of oil paintings. These have not been just those that are made on canvas, but also the cave paintings, and the wonderful murals. However, in over the last century there has been an escalation in interest in the arts. There are not on more artists, but also the demand and increasing art lovers and connoisseurs. 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. Yes, the large scales one do happen far rarer, but then the amount of returns they churn out is far beyond expectations. However, in the past there have been events that have also resulted in losses to the hosts and sponsors for varied reasons. But then, all said and done, event management is about organization and execution, and that is precisely where the money lies. Those in the field are paid for their these services. Today, there a number of people, who have entered the field because they realize the potential of the market where demand and supply is concerned. In fact, the most profitable aspect of this field is the need for creativity. And that is how and where one earns. There are people, who are part of this profession on an individual basis, or then as a company, having pooled in together resources financial and manpower. 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 then the international concerts; the event manager/company is asked to submit a project report, with the finances involved. On the basis of this is the assignment given to them.

TABLE OF CONTENTS
Contents Page No.

1. Introduction to the Industry ..............................................................................1 2. Introduction to the Company ..........................................................................22 3. Research Methodology....................................................................................47

a. Title b. Objectives c. Scope of the Study d. Significance of the Study e. Research Design f. Sampling Methodology g. Limitations
4. Facts & Findings..............................................................................................53 5. Data Analysis and Interpretation......................................................................59 6. Conclusion........................................................................................................72 7. Recommendations............................................................................................74 8. Bibliography ....................................................................................................76 9. Annexure..........................................................................................................78

a. Questionnaire ....................................................................................................78

INTRODUCTION TO INDUSTRY

INTRODUCTION TO THE INDUSTRY

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 worlds most effective property in terms of marketing tools. The Olympics sell sponsorship on a local and global basis, and every couple of years corporations 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 licensee fees. The Olympics represents the creme de la creeme of event marketing and corporate sponsorship. Event marketing is a lucrative game of whats in a name, as consumers purchase tickets and expose themselves to everything. The world of event marketing is a
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fast growing, high profile industry worth over $20 billion annually, and one of the most successful marketing strategies. Event marketing integrates the corporate sponsorship of an event with a whole range of marketing elements such as advertising, sales promotion, and public relations. Corporations both large and small have grown this industry at a rate of 17 percent per year, and they have achieved a high level of success.

CONCEPTUAL FRAMEWORK
What is Marketing? Marketing can be defined as a process by which individuals and groups obtain what they want through creating, offering and exchanging products of value with others. All sport and recreation organizations undertake marketing, although they are often unaware that they are actually doing so. Listing in the yellow pages, telephone directory, placing information in the local newspaper, offering a discount and special offers etc. are all forms of marketing. Marketing Tools The marketing mix or marketing tools an organization can use can be classified into four categories: Tools of Promotion Advertising Public Relations Direct marketing Product Price Place Promotion

 Word of mouth Hospitality Advertising Advertising It is the controlled method of communicating the message. The event manager can manipulate the message. It includes the following:
Give-Away Radio Internet Television Press Non-Media

: Leaflets, Posters, Brochures : Commercial, Community, National : Web Sites, Radio : Cable, Free To Air, Satellite : Newspapers, Magazines Alternatives: Outdoor Advertising, Street Banners, Aerial,

Innovative It can be done by the event manager or, if the event and promotional campaign is too big, by an appointed advertising agency. Public Relations Often it is part of the event manager's job to gain maximum exposure for the event. PR is different from advertising in that it is not self praise but carries the strength of disinterested credibility. It communicates a more complex message than advertising. It is free but the event manager looses control over the result. It can be publicity can be positive or negative. To this end it is important that the event manager maintains control over as much of the public relations as possible. A thorough knowledge of the media's requirements and beneficial interaction with the media personnel are sensible methods. Although PR is mostly proactive, it is important for an event to have a reactive PR strategy as part of the event risk management. Who will make public statements to the
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press when there is an emergency? The PR campaign is a plan to gain maximum positive publicity for the event. For an entrepreneurial event it would include: Data collection: Preparing a media list of suitable targeted media, preparing a contact list and club list such as politicians, interested people and opinion leaders - often called media talent - who can be called on to make suitable comments or actions which promote the event. List ideas for continuous exposure such as interesting media ready stories, competitions, public appearances, stunts, speeches, feeding the chooks. When these lists are prepared, the ideas prioritized and the story angles determined, the journalist, editor or producer is contacted to ascertain the exposure potential of the item. These publicity items are then placed into an overall promotion schedule. The critical path is ascertained to ensure continual and growing interest in the event. Milestones such as important editorials at critical times can also be established. Specialist magazines and newsletters with their highly targeted audience such as in-flight magazines, business magazines, trade publications and association newsletters, need to be included in the lists. Depending on the size and complexity of the event, the PR strategy can range from organizing a media launch and handing out a press kit to just sending a out a one page media release to selected media. News releases can be staggered over the planning period to generate increased interest in the event. Tips on Writing a News Release Make sure it is released at the right time for it to be picked up by the media. Make it clear and concise with the main features at the very beginning of the release. Put who, what, when, why and where in it. Have all contact details in it and the date. Use liftable quotes.

 Pitch it at the correct level: who will write the story and who will read it. Identify any media talent associated with the event and give their contact details. Make sure all the spelling is correct particularly sponsors and main participants. The media launch is used by most large festivals, although it can be used by 'boutique' events that target a specific audience. If the launch takes place in an interesting area, it can be used as an opportunity to take photos and record interviews. Television requires special facilities such as access, power and transmission links. What is the Media Kit? Press release including the 5 Ws Press ready photos or video footage Event program Sponsor information Interview possibilities, times and contact details of any stars Press gifts such as complimentary tickets, invitations or smart hooks Although PR involves the event's relation to the public, it is the relations that the event manager develops with the media that can create interest in the event. It implies developing a rapport with the media - finding out what they want and how best to supply it. Networking is possibly the best way to develop this rapport. If the manager does not have time or the inclination to do this then the event organization should consider hiring a PR company. Direct Marketing This is delivering the promotional message straight to the interested individual. The basis of direct marketing is the establishment of a data bank and a strategy to best reach those individuals. The mail out is the most common traditional method. The database can be
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created from previous events through competitions, guest books, inquiries, point of sale information or just by asking the participants if they would like to receive information on other similar events. The effectiveness of direct marketing can be seen in the Port Fairy Festival in southern Victoria. The Festival has an overall budget of half a million and only spends $6,000 on their promotion. Each person who comes to the festival is given the first rights to buy a ticket. The tickets are sold out five months before the festival begins. Word of Mouth Bill Hauritz of the Woodford Festival in Southern Queensland estimates their advertising budget at less than $1000. The ticket sales generate over one million dollars. Their promotion strategy is just word of mouth. An annual event, they have concentrated on the quality of their program and site. This has built up a loyal following. Hospitality As part of the promotion tool kit, hospitality can be powerful. The special event or festival has to promote itself to the sponsors. The diner for sponsors, for example, can be an inexpensive way to promote the event. A tour of the site can be an effective way of promoting the event. Web Sites The latest and increasingly popular method of promoting an event is to create a web site. The advantage is that the site can also capture enquiries and be a point of sale for tickets. The current movement towards virtual reality sites can give the potential attendee a view of the event. The site can give real information, such as the program and map. Used in conjunction with a other elements of the PR campaign, a web site can be used to distribute photos and press releases. It transfers the some of the cost to the customer. PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA The problems associated with traditional media that has been used for satisfying marketing needs discussed in the previous section are listed below:

1. Too many advertisements have led to a cluttering on T.V, print and other media. This has given rise to a need for avenues, which provide exclusivity to the sponsor while not sacrificing the benefits of reach and impact. 2. The increasing no. of TV channels and the greater no. of programs have led to fragmentation of the viewer-ship. Hence, the need for narrow-casting of campaigns to the sharply defined target audience. 3. Proliferation of low intensity television viewers who view a little of each channel leads to the need for capturing the full attention of the target audience. 4. Media cost inflation Due to rising inflation which has been eroding the advertising budget, advertisers are demanding the beat return from every ad-rupee spent. Media planning has become more complex and therefore the need for increase the effectiveness in terms of tangible impact which can be instantly evaluated has risen. 5. Proliferation of various media channels, therefore the requirement for intelligent media buying.

RELATION BETWEEN EVENT MARKETING AND THE 5PS

The five Ps of marketing: product, place, people, price and promotion play an essential role in Event Marketing. To successfully use Event Marketing the marketer must understand how Event Marketing fits together with the other parts of the marketing strategy. Kotler describes the organizations marketing mix as controllable variables that are mixed so that the organization gets the response that they are asking for from the target market. Event Marketing fits under promotion in the marketing mix. Other marketing tools that goes under this section are advertising, sales promotion, personal sales, direct sales, public relations, and sponsoring. Event Marketing is not a substitute for any of the other components- it is a complement. It takes an imaginative mix of all the communication tools available to extend the impact of the event.

Fig: Marketing Mix vs. Event Marketing If an organization uses Event Marketing, they still need to use the other parts of the promotion mix before, during, and after the event. An example of this could be how a car producer can have advertisements to inform about a new car launch, and then use events to get people to test drive the new car, and then follow up with direct marketing with a discount coupon. One of the main advantages with Event Marketing compared to the other channels is that the objective can both be direct sales, and image building, depending on how it is used.

EVOLUTION OF EVENT MARKETING

From its origins in event planning, the event marketing industry has seen great growth in the last five years and has consistently been one of the most effective tools that marketing professionals have at their disposal in terms of making a tangible connection to current and potential customers. The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. Not surprisingly, savvy event marketing professionals are therefore focusing the majority of their efforts and budgetary spend on lead generation tactics such as trade shows. While it is important to garner leads, marketing and specifically event marketing professionals

cannot lose sight of the fact that the sales cycle only begins at lead generation and that current and prospective customers must also be nurtured even beyond purchase. Companies can benefit tremendously from the deeper event marketing touch points that promote nurturing such as proprietary conferences that provide a controlled environment for delivering messages and closing business. The nurturing process will allow the customers to more effectively be funneled into the subsequent stages of the sales cycle thus creating greater opportunities to develop into repeat customers.

EVENT MARKETING
An event is a live multimedia package with a preconceived concept, customized or modified to achieve the clients objective of reaching out and suitably influencing the sharply defined, specially gathered target audience by providing a complete sensual experience and an avenue for two-way interaction.

EVENT S

REACH

LIVE INTERACTION

Right
Communication

WITH

from the client

Live Audienc e

CREATES

Desired Impact

Fig: Events Definition In-Short

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This is a diagrammatic representation of the above definition. From the model it is evident that an event is a package so organized has to provide, reach and live interaction between the target audience and the client to achieve the desired impact. Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client, keeping the brand values and target audience in mind. Marketing plays an important role in pricing and negotiations as well as identifying opportunities to define and retain event properties by gathering marketing intelligence with regard to pricing, timing etc. In fact, ideally event marketing involves simultaneous canvassing and studying the brand prints; understanding what the brand stands for, its positioning and values, identifying the target audience and liaison with the creative conceptualizes to create an event for a prefect mesh with the brands personality. PUBLICITY AND PROMOTION If one knows how to organize an event he should also know how to market it. If there is something very peculiar or special about the event then that main point has to be highlighted. A product launch for example requires a sales promotion campaign either before or after the launch. In that case the product is advertised through banners and media and even door to door canvassing. Effort is taken to ensure that people sit up and take notice of the event. Sometimes it could be an event like an award ceremony, which is to be shown on television and different companies make a beeline for sponsoring their respective products in the due course of the programme. This is the way publicity and promotions work.

KEY ISSUE FOR EVENT MARKETING

The Human Dimension A key issue for Event Marketing is having the right human resources communicating the brand values. The importance of having people working that truly understand the brand was emphasized by almost all the interviewees. The human dimension of Event
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Marketing is what creates the uniqueness to the brand in an event, especially for highinvolvement purchases. In the capital goods industry, where high involvement decisions are taken and more reliable information is needed, interaction serves as a great function. When buying a car, the consumer is making one of his/her biggest investments, the consumer is more sensitive and might require more than one-way communication to convert to another brand. What makes the 3D advertisement more unique is adding a human dimension, by placing someone who is familiar with and can communicate the company brand and product. The Human Context To add a human dimension might sound an easy solution in order to communicate the brand identity. However, the human being is rather complex in her way of learning, interpreting and understanding, since she, is characterized by her context. Everything the human being experiences will affect the way she interprets situations. Unless she experiences a situation, which requires new behavior and this behavior is positive, she will not change her way of acting. However, if she is put in a situation in which she has to experience a new way of acting and if the experience is interpreted as positive, it is most likely that she will repeat the behavior in a similar situation. Most managers today only see the brand as the companys logo and corporate identity program, but in the future the company brand will have to encapsulate and communicate what an organization is and what it stands for. Therefore the manager must change the interpretation of the brand. It is as important to win a distinguished and distinctive place in the perception of a companys actual and perspective customers, as it is the same with the employees. Since it is the human dimension that adds the value to a customer/prospect in an event, all members and functions in the organization must not only be market orientated in general but also market orientated in combination with the brand values. It is a common fact that people are different and cannot adjust to all situations. Several interviewees supported this when mentioning that there has to be a match between the individual values and the company values. One crucial factor might be the

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individuals ability to learn, since the individual must not only understand the added values in the brand identity but also learn to interpret the different situations that might occur during an event, and combine the behavior to the specific situation. It is the individuals perception of the current situation together with how he/she translates the added values to fit to that specific situation that will help or not help the company. Integrated Organization When working with Event Marketing it is important to have a well-integrated organization, therefore we agree, that internal marketing builds service quality. Internal marketing can be defined as selling the firm to its employees, and Kotler and Armstrong (1993) view internal marketing as the building of customer orientation among employees by training and motivating both consumer contact and support staff as a team. These definitions might be too static, since they are not teaching the employees; rather they are persuading how great the business idea of the company is. By learning how different components in a system interact will increase the understanding of how the entire system works. Understanding just one component by itself that is isolated from the others will not be enough. A company itself is a complex system that is connected by a series of contacts and the components in this system are highly integrated. Since we are a part of this network, we most often only see specific components and are puzzled by that we cannot find good solutions to our greatest problems. System thinking is a term that contains knowledge and different tools, which can help us, understand and influence the entire patterns in an organization. Match The Event To Your Market Choose the kind of event that appeals to your target market suits your products image and fits your marketing objectives. If, for example, you are looking for reach and you are selling a low cost product with wide general appeal, sports sponsorship may be the avenue for you. If your product is an up market one, artistic events could suit you better. If your have a technical product, science-type sponsorships would be possibilities and if your main aim is to be seen as a

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good corporate citizen, put your sponsorship money into good causes. The Childrens Hospital, the Red Cross or the environment, to name three, AIDS research is another one. The meteoric history of event marketing is based in sports marketing. In fact, music and arts represents a combined 35 percent of event spending as compared 45 percent for sports-related events. Event marketing also continues to thrive as traditional advertising rate skyrocket and, really, fail to provide any guarantee of reaching a targeted audience. Event marketing provides a cost-effective approach to making a more hard-hitting, emotional, and tangible pitch to consumers. It also gives companies the opportunity to cross-promote (promote with other companies that have related products or services), offer sample products (give-always), and build strong relationship with various channels of distribution, such as retail outlets. Charities go out of their way to meet both their own fund-raising needs and the profit requirements of the firms they team up with. It is a commercial relationship and the entire better for it. Charities need funds, and the businesses need promotions, which show their worth in extra profit.

WHY EVENTS
1. Brand Building Creating awareness about the launch of new products/brand Enormous nos. of brand/product are launched every month. Similarly innumerable new music albums, films, etc get released periodically. This tends to create clutter of product launches. The large no. of launches also leads to need to overcome the ooh-yet-anotherproduct syndrome. The need to therefore catch the attention of the target audience at the time of launch becomes very important. Meticulously planned events for the launch of a product/brand seldom fail to catch the attention of the target audience. Presentation of brand description to highlight the added features of product/services Sometimes technological changes pave the way for manufactures or service providers to augment their products. To convey this via traditional modes of communication to the

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existing and potential customer base may sometimes be futile. Special service camps of exhibitions are the perfect events that provide the opportunity for a two way interaction and error free communication. For Example, IMTEX, the Industrial Machine Tools Exhibition, is an event used by most machine tool manufactures to explain and highlight the new and improved features of their product. Helping in rejuvenating brands during the different stages of product life cycle The massive amount of money that is spent during the introduction stage of products gets drastically reduced over time. By the time the product reaches its maturity/decline stage, the need for cutting down the budgets associated with the media campaigns, while at the same time maintaining the customer base is felt. And events offer the best medium for such a focused approach. It helps in generating feelings of brand loyalty in the products end user by treating them as royally as possible. Helping in communicating the repositioning of brands/products Events help in repositioning exercises to be carried out successfully. In other words, events can be designed to assist in changing beliefs about firms/products/services. 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 merchandisers acts as participants so that they can associate the personality of their products with the personality of Citibank customers. Creating and maintaining brand identity Australia-based Fosters Brewing Groups Asian subsidiary in its plan to launch its bear brand Fosters 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

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cricket team on its India tour, Fosters hoped to achieve its goal of brand identity building and positioning itself at the premium end of the market. 2.Image Building Over and above the brand identity that a company encourages, events such as The Great Escape conceived by Mahindra and Mahindra, exclusively for the owners of their four wheelers, the Armada, are an attempt to build a specific image of not only the corporate, but also the product, to let owners experience the thrill of four wheel driving, M&M charts out an off beat route that emphasizes the difference between normal and four wheel driving, and lets the participant experience the high, one feels when steering and navigating an Armada. Coke is associated with Olympics since 1928, the rationale behind this is similar values and ideologies: International peace, brotherhood, standard of excellence and fun.

Fig: Constructing the Brand Value Chain

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TYPES OF EVENTS
1. Sporting Events Sporting events are held in all towns, cities, states and throughout the nation. They attract international sports men & women at the highest levels. 2. Entertainment Arts and Culture Entertainment events are well known for their ability to attract large audience. This includes musical concerts, celebrity performances, movie releases and mahurats etc 3. Commercial Marketing and Promotional Event Promotional events tend to have high budgets and high profiles. Most frequently they include product launches, often for computer hardware and software, perfume, alcohol or motor cars. The aim of promotional events is generally to differentiate the product from its competitors and to ensure that it is memorable. The audience for a promotional activity might be sales staff such as travel agents, who would promote the tour of the clients or potential purchasers. The media is usually invited to these events so that both the impact and the risk are high, Success is vital. 4. Meetings & Exhibitions The meetings & convention industry is highly competitive. Many conventions attract thousands of people, whereas some meetings include only a handful of high profile participants. 5. Festivals Various forms of festivals are increasingly popular providing a particular region the opportunity to showcase its product. Wine and food festivals are the most common events falling under this category. Religious festivals fall into this category as well.

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6. Family Weddings, anniversaries, divorces and funerals all provide opportunities for families together. Funerals are increasingly are becoming big events with non traditional coffins, speeches and even entertainment. It is important for the event manager to keep track of these changing social trends. 7. Fund Raising Fairs, which are common in most communities, are frequently run by enthusiastic local committees. The effort in the organization required for these events are often underestimated. As their general aim is raising funds, it is important that rides and other such contracted activities contribute to, rather than reduce, revenue. 8. Miscellaneous Some events defy categorization. Potatoes, walnuts, wild flowers, roses, dogs, horses, teddy bears all provide the focus for an event organized in United States.

KEY ELEMENTS OF EVENTS

Organizer Event Infrastructure

Venue EVENT

Target Audience

Media

Client

Fig: Key Elements of Event Marketing

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Event Organizers Femina with Fountainhead: Event Support Banyan Tree: Arrangements for classical music performance Hemant Trevedi with assistance from Noyonika Chatterjee: Choreography and Direction Omung Kumar Bhandula for Opus Planet Construction: Sets Event Infrastructure
Core Concept: Search for new top class modeling talent through a contest and

pageant interspersed with entertainment.

Core People: Participants i.e., models taking part in the competition and other

performers during entertainment slots such as well known classical musicians, Pt. Shiv Kumar Sharma accompanied by Ustad. Shafat Ali Khan and popular music by Sweta Shetty and Stereo Nation.
Core Talent: Physical looks and proportions. Core Structure: Annual event of beauty pageant.

Importance of Infrastructure Indian business events, particularly large trade fairs, are underdeveloped as a result of poor infrastructure outside Delhi. New exhibition and convention centers developed in Chennai and Hyderabad will help spur the industrys growth. If a new facility of international standard can finally be built in Mumbai, this will generate a huge opportunity for business media companies. Smaller, traveling events, road shows which move around the countrys many secondary markets will also be significant income generators for some business media firms.

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Event Venue The two types of venue are as follows:

In-house Venue: Any event that is executed within the premises of the company

or institution or in the private homes or proprieties belonging to the client is called an in-house venue. The use of such venue is reserved for the employees of the company or the residents of the campus. Most in-house venues do not need to be paid or even if a payment is involved, it may be open for favorable negotiation. The main advantage of in-house venue is the huge saving in the costs incurred in hiring the venue.
External Venue: Any venue over which neither the client nor the professional

organizer have any ownership rights is called an external venue. These are venues open for the general public. Example: Hotels, Stadium etc, etc Importance of Event Venue Events are venue driven. They help in increasing the customer traffic. Festivals such as Valentines Day or Holi sea venue playing the clients role for the event organizer. Venue has a say in the very feasibility of a event concept.

Example of Key Elements of Event: Event LOreal Femina Elite Model Look98 Venue
Shoot location: The Retreat, Marve Official Host: Taj Mahal Hotel

Target Audience

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Youth and Family though with a younger mindset or young at heart. Media
Pre-Event: Magazines and news papers to inform about event and call for

entries with entry forms in them.

Electronic Medium: TV and FM Radio to inform target audience about

event coverage, date & time.

During Event: Live coverage on DD2 for widest coverage. Post Event: Re-telecast on Star Plus. Interviews and appearance of winner on shows sponsored by LOreal on

the electronic media.

Report on the event in the print media.

Clients
Main Sponsor: LOreal Gifts Sponsors: Onida, Siemens, Bosh and Lomb, Global Tele-systems,

Akbarallys Department Store, Trussardi, Catwalk Shoes, Estelle, The Orchids, Lakme, Sony Music.
Ground Transportation: Adarsh Rent-a-Car an H.B Kedia/Anil Kedia

Enterprise.
Communication Convenience: Global Tele-systems Beverages: Coca-Cola

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INTRODUCTION TO COMPANY

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INTRODUCTION TO THE COMPANY

IDEAZ Solution is a complete event management company which creates unique corporate events, impressing, entertaining and delighting all who attend! COMPANY VISSION STATEMENT
IDEAZ Solution is an Event Management, Function Planning and Event Decorating Company, passionate about the industry. Creativity and Professionalism are the fundamentals of the company and drive the Staff to strive towards excellence in this field

COMPANY MISSION STATEMENT

Our mission is to help our clients develop a clear vision of what they wish to achieve, and to create and execute a complete solution that brings their vision into realityusing proven strategies, innovative ideas, limitless resources, and professional expertise in the event management and function planning industry. As event managers, our goal is to create events that dazzle, delight, and "wow" in every possible way. IDEAZ is an event management company. We organise all types of corporate events parties, conferences, team building and incentive programmes - with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. We tailor each event to match your brief this means your visions come to life and your objectives are met - every time. We plan parties, conferences, teambuilding and incentive programmes with imagination, flair and experience and bring you, your delegates, your clients, your employees and your guests something that they will never forget. From a Champagne celebration in Chelsea to a Murder Mystery in Monte Carlo or a Conference in Conneticut, we have the answers,
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expertise and knowledge to create it for you. and venue finding services all at your fingertips.

Corporate Events that exceed your

expectations! Event management, conference organisation, team building, green events

"I have received a consistently excellent service from IDEAZ for the past three years. The team's knowledge of venues, caterers and entertainment acts is second to none and their event management skills are outstanding. Customer service is also clearly imperative to them and I have always found them to be extremely friendly, prompt and efficient." -SOE

EVENT MANAGEMENT AS A PROMOTIONAL TOOL

EVENT DESIGNING
1. Conceptualization of the creative idea/ambience 2. Costing involves calculation of the cost of production and safety margins 3. Canvassing for sponsors, customers and networking components 4. Customization of the event according to brand personality, budgets, etc 5. Carrying-out involves execution of the event according to the final concept

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Initial Canvassing
Concept

Conceptu ali-zation

Customization

Costing Final Concept Carry-Out

EVEN T
Fig: Event Designing Concept Example:
Event Event Category Event Organizers

: Holi : Fairs & Festivals : A2Z Events

Core Concept of Holi It is a celebration to mark the onset of spring and the harvest season. Its a symbolic gesture, celebrating good harvest and fertility. It draws its origin from the Hindu

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Mythological event in which Prahalad emerges unscathed from a fire arranged by his father King Hiranyakashyap and aunt Holika to kill him. Background
Title of the Event Place Venue Year Duration Target Audience No. of Audience Ambience Costing Event Type

: RANG BARSE : Mumbai : Parking lot of an amusement park : 1997 : 2 Days : City dwelling families : 1500 : Rural Mela : Rs. 7 lakhs : Partially sponsor and partially ticketed

Initial Concept For Holi 2000 A2Z wanted to repeat the previous years event ad verbatim Costing Costing for Holi 2000 worked out to Rs. 10 lakhs Canvassing Many corporates were approached with the initial concept to sponsor the event. The leads generated through canvassing for sponsors and negotiation with venue owners gave a strong impetus and indication of success for a particular variation. A leading soft drinks company could be persuaded to fully sponsor the event.

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Customization The target audience of the soft drink company was pre-dominantly was fun-seeking youth. The initial concept needed to be changed from a family oriented event to a youthful event. The budget was needed to be drastically reduced to Rs. 2lakhs per center and the event was to be simultaneously conducted in 5 locations spread across the country. Final Concept and Carrying Out Constraint of budget and specific requirement of the client changed the initial concept of a two day program to a 3 hour forenoon program titled HOLI GYRATIONS 2000. The program essentially revolved around a color rain dance and color blast for young people with coverage on a popular youth oriented music channel on the television. It was also decided to use the event coverage as software for future use by the channel. Now the event was fully sponsored show for a single sponsor with invitations to a limited no. of participants. The show was fully customized to give pre-dominant importance to the sponsors colors viz. red and blue. The carry out stage involved being exceptionally careful and prepared for eventualities such as hazards of drunken misbehavior of the youth even though liquor was not allowed inside the venue. The interaction revolved around a popular VJ anchoring the show and except for dancing, there would be hardly anything else actually happening. The carry out stage gets completely taken over by the music channel.

COMMUNICATION EFFECTS OF EVENT MARKETING

Communication is the process of moving a message that includes different elements. Those elements include source, message, channel, receiver and the process of encoding and decoding. The source is the organization, the message could be a new car launch, the channel could be the event, and attendees are the receivers. A problem many marketers have is to make sure that the noise that can disturb the message going from the sender to the receiver does not interfere with the message, and thereby influence the effect it has on the customer. The direct communication with the customer is one of the main advantages with Event Marketing compared to other marketing channels. In the definition of Event
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Marketing, it is said that an event is an activity that gathers the target group in time and room. This means that the event is eliminated from the noise.

Fig: Communication Process in Event Marketing Event Marketing is marketing communication in four different dimensions. The first one is the emotional communication method. The Event Marketing is a form of pull marketing, where the organizations try to get closer to the feelings and emotions of the customers. They do this not by pushing their products at the customers, but by touching the customers emotional feelings. The second dimension touches the customers by involving them in activities. When the customer gets a feeling from a product, he/she is informed of the value of the product. An example of this in the car industry is the test-driving of new cars. The third dimension is the intellectual dimension and it regards the relevance of the event for the customers. The fourth dimension is the spatial dimension, how to get the three prior dimensions into action and to inform the customers through all marketing channels. Some researchers say that in the future, customers will not buy just the product, but the meaning, the event and the character, which in turn give the customers the possibility to create their own value for the product.

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REACH INTERACTION MATRIX

The reach interaction matrix summarizes the generic characteristics of each of the category to enable a birds eye view on events. However, each category can be designed in such a way as to change the degree of reach and interaction.
RA H EC INTERACTION Hh ig High E h itio x ib n C ltua u rl S e ia B sn s p c l u i es Lw o

Low

Cme e o p titiv C aita le hr b Atis r tic

Fig.: Reach Interaction Matrix Amongst the various categories corporate interest have been concentrated on competitive events, especially so on cricket in India. Such events have a broad based character and high media coverage. This implies high reach and added excitement through live coverage on various popular channels. Post-event benefits trough highlights aid in the event recall over and above the normal benefits that an event can offer. The fact that interaction is given short shrift is an anomaly that needs to be corrected. Competitive events are closely followed by events for artistic expression, then by exhibitions, special business events, cultural & charitable events in that order for popularity with event-savvy sponsors.

RETURN ON INVESTMENT
Solely coming up with the sponsorship fee (cash expenditure paid out to be associated with the event) for a specific event is not nearly enough of a guarantee for tangible business results. The need to leverage the maximum benefits of the sponsorship is of the

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highest priority. As a rule, this can be accomplished by spending at least two or three rupees per rupee invested in the sponsorship. In other words, the sponsorship fee is just a mere ante, and you must budget to properly exploit the product that you have just purchased. Too many companies spend the big bucks to get into the event marketing business and then never do anything with it. Leveraging your sponsorship includes an integrated marketing program involving product sampling, on-site signage, event logo usage, and myriad multilevel cross-promotions. ROI MEASUREMENT TOOLS: 1. Quantitative In the world of trade shows and corporate events, surveys are a frequent choice for evaluating results. Even if you use lead generation forecasts or gross margin from show sales to measure ROI on an event, a survey can help you understand the reasons why the business event performed the way it did. Pre-Post Show Surveys

Often used to measure less tangible variables like brand awareness or perceived competitive positioning, pre-post surveys sample a group of attendees on their way into the exhibit hall at the beginning of the trade show, and then sample another batch as they are leaving the exhibit hall toward the end of the event. Pre-post surveys are effective in measuring changes in variables such as: Brand awareness Memorability or recall of key messages Attitude or image change Message impact New product consideration Audience profile

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Booth Exit Interviews

To measure the immediate effectiveness of the booth and attendee experience there, an exit interview can be helpful, especially for exhibitors using a sizable booth footprint. An interviewer intercepts visitors on their way out of the booth, and requests that they answer some quick questions. Exit interviews can explore such areas as: What prompted you to visit the booth? Were you treated well by the staff? Did someone approach you right away? How useful was the product demo? As a result of your visit to the booth, how likely are you to add the company to your short list of considered vendors? One of the big advantages of the exit interview, when done early in the business event, is that it allows mid-course correction of any problems uncovered. Post-Event Surveys

Contacting a sample of show attendees to ask questions about their experience is another method of evaluating trade show and corporate event results. Depending on your information needs, you may want to survey the entire attendee population, the people who visited your booth, or the group that participated in a certain activity at the business event. Surveys typically support the following event objectives: Perform detailed reporting and benchmarking of the attendee profile Obtain feedback on your exhibits ability to attract and communicate with highpotential prospects Benchmark your performance against the competition

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 Provide clues as to the value of your investment in events compared to other elements in the marketing mix Post-show surveys can be used to explore such issues as: Audience quality Audience motivation for attending the trade show Attendee activity at the trade show Strengths and weaknesses of your exhibit, staff, design, signage Competitive comparisons Which products are most effective to exhibit or demonstrate Effectiveness of promotions and premiums Audience attendance/experience at other trade shows 2. Qualitative Tools: Qualitative metrics, while not projectable to the entire population, can be helpful in assessing your performance. Following are a few of the more beneficial qualitative approaches. Mystery Shopping If youre looking for an objective means of analyzing your booths effectiveness, consider hiring a professional evaluator to mystery shop your booth and assess the experience from the point of view of a customer or prospect. Many trade show consultants offer this service. Staff Feedback The booth staff is your first line of customer contact, and a rich source of data on most elements of interest. Staff feedback forms can be used for continuous improvement in

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training, exhibit effectiveness, placement, and other marketing tactics during the trade show.

One Word of Caution Dont rely too heavily on informal feedback from booth staff and senior management when assessing the value of the trade show. Such comments as Booth was crowded, Mostly junior people, and Felt light to me can do more harm than good.

KEY ACCOUNT OR KEY PROSPECT ANALYSIS

Keeping track of key account attendance can be an important success metric, especially at trade shows where you expect a relatively high level of current customer attendance. Make a list of key accounts, noting which were invited in advance by the sales team to visit the booth or attend a business event. Distribute the list to booth staff and other company representatives at the trade show. Ask them to check off any who were engaged in conversation, and make other comments. Subsequent analysis of customer spending correlated to contact points can often then help identify the relative importance of the trade show visit in helping to secure orders from specific customers. Competitive Analysis Assessing the presence of the competition is best approached qualitatively. Check the trade show guide to see who among your competitors is exhibiting, speaking, or sponsoring events. Assign competitive sleuthing duty to several of your booth staff and other company attendees, if possible. Provide them with a form to fill out that covers such items as booth size and location, products featured, staff size, visitor experience, etc.

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Fig: Business Event Objectives and Associated Metrics

HOW BUILD A SUCCESSFUL BUSINESS PROMOTION AND MARKETING PLAN

A good marketing plan summarizes the who, what, where, when, and how much questions of the company: Who are the target buyers? What sources of uniqueness or positioning in the market does your product have? Where will you implement your marketing spending plans?

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 When will marketing spending plans occur? How much sales, spending, and profits will you achieve? The financial projections contained in your business plan are based on the assumptions contained in your marketing plan. It is the marketing plan that details when expenditures will be made, what level of sales will be achieved, and how and when advertising and promotional expenditures will be made. The major elements of a marketing plan: The situation analysis describes the total marketing environment in which the company competes and the status of company products and distribution channels. The opportunity and issue analysis analyses the major external opportunities and threats to the company and the internal strengths and weaknesses of the company, along with a discussion of key issues facing the company. The goals and objectives section outlines major company goals and the marketing and financial objectives. The marketing strategy section provides the company's marketing strategy statement, summarizing the key target buyer description, competitive market segments the company will compete in, the unique positioning of the company and its products compared to the competition, the reasons why it is unique or compelling to buyers, price strategy versus the competition, marketing spending strategy with advertising and promotion, and possible R&D and market research expenditure strategies. The sales and marketing plan outlines each specific marketing event or action plan to increase sales. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share or shipment goals for each program.

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The sales and marketing plan outlines each specific marketing event or action plan to increase sales. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share or shipment goals for each program.

Some of the ways to market your product or service are Write letters (on issues and news items that have SOME relation to your business) to the editors of local papers. Have give-aways (e.g. bookmarks or pens) that are useful and give details of your business. Send news releases about your products and your business to local papers, radio and TV shows. Take out an ad in a publication of a local group. Offer to make presentations, on a topic related to your product or service at appropriate fora. Keep your eyes open for "specialized" newsletters, newspapers, or other publications which might welcome an article written by you. Get on the Internet and connect to the world with your own home page. Remember marketing is the face you show to public, highlighting uniqueness and quality of the product. Check the content and layout before releasing an advertisement or distributing pamphlet. Marketing is becoming an ever important tool in the present competitive scenario, tell what your product or services can do, but don't promise what you can not deliver.

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STRAGEGIC ALTERNATIVES:
STRAGEGIC ANALYSES
THREATS OPPORTUNITIES IN E N L T R A SRN T S T E GH M in n n e S te y a te a c tra g
U in com an tiliz g p y s stre g s n th to tak m x um e a im ad tag of o o n van e pp rtu ity

ALTERNATIVES

ARISING

FROM

ENVIRONMENTAL

WA NS E E K E S S

D v lo m n l S te y e e p e ta tra g
M im e O p rtun s ax iz p o itie b m im ingw n sses y in iz eak e

EXTERNAL

P -E p e S te y re m tiv tra g M axim ing stre gth iz n s a d the usa to n ir ge o e m thre ts v rco e a

S rv a S te y u iv l tra g
M im in b thw ak e s and in iz g o e n sse th reats b con e y sid ring op s tion su as: ch Join V tu t en res, R etren chm t, en Liq id tion e u a , tc

Fig: SWOT Based Strategy Matrix Maintenance Strategy Arising from a situation of strength and favorable opportunities, the maintenance strategy provides reasons to carry out activities that maximize available advantages. This is the perfect position to be in. Beyond this, every activity gets focused on maintaining the winning edge and the lead over competitors. The event company here can well afford to be aggressive knowing very well that it has the relevant strengths to back its claim on the opportunity. Developmental Strategy
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To gin advantage of potential opportunities while not having sufficient strengths calls for gaining a winning edge by using tactical retreats where irrelevant yet not giving up. It requires passive and defensive strategy, which attacks relevant opportunities in such a way as to cover up on inherent weakness. Analogy here could be from the game of test cricket where a side that knows victory is impossible also knows that it can ward off a defeat by trying for a draw. This can be called a developmental strategy where one tries to make the most of the opportunity by not giving in to weakness. Pre-emptive Strategy This strategy is usually used by entrenched market leaders on new entrants on their turf. Potential threats are nipped in the bird by exercising the full power of the companys strength. This is a very powerful and aggressive strategy as it requires foresight to fully understand the threats looming on the horizon. Selecting which one to tackle requires careful study since some points of strength could get eroded if used unnecessarily. Survival Strategy This strategy is used to ensure that the company is alive for a battle on another day when it will have the requisite strengths to grab its share of opportunities in the market. This strategy gives license to take decisions like leasing ones soul to the devil if only with an intent to retrieve it later. In plain words, it allows one to make drastic decisions in the face of harsh environment.

STRATEGIC ALTERNATIVES ARISING FROM COMPETITIVE ALANYSIS

Further to the strategy from the environmental analysis a mapping of event concepts can be used as a variable component along with decisions on facing competition, which can lead to more detailed and in-depth strategic alternatives.

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E E T C N E TS V N O C P U E E IS G S X TIN COMPETE C E TE N W R A E

COMPETITION

S te us nanc S e trateg y
M ag critical su an e ccess factors m effectively ore

R buttal S te e tra gy
R ond to n in esp ew itiatives b y com etition w a sim m p ith ilar ove

AVOID HEAD -ON

CONFLICT

V nture S teg e tra y A com lishm nt S teg c p e tra y

R elative su eriority p E loit com etitor xp p s w eakn ess M im e u b efits b u g ax iz ser en y sin p b ath reak , trend setting ing in itiative to take a lead vis s com etition b b g first in th p y ein e m arket.

--vis

Fig: Concept vs. Competition Matrix Sustenance Strategy This is a strategy to be used when faced with no options but to take on the adversary with the existing arsenal of event concepts that may be out dated or still current but nearing the end of its life cycle. It becomes essential that the event company manage its resources and advantages in terms of CSFs that have been identified with greater efficacy. Successful concepts need to be brushed up and revamped to meet customer expectations in the face of competitive offerings. Rebuttal Strategy If the competition forces new concepts first than the rebuttal strategy should be used. In this, the event company can launch its own new concepts of a similar vein and regain its dominant position by aggressively promoting the same as a better alternative. This way the education of the market about the new concept is left to the new competition and an advantage gained is that market reaction to certain new concepts is fore known. The disadvantage lies in the fact that the first mover advantage is lost.

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Accomplishment Strategy This strategy is viable when an existing concept is doing better than any of the competitors equivalent offering. This strategy, therefore, essentially says that stick to the winning concepts and exploit the fact that competition cannot offer a similar quality concept and thereby wants to avoid a head-on conflict by itself. The danger here is that competition may use any of the other strategic alternatives available to a challenger to combat the situation. Venture Strategy This strategy envisages making use of the first mover advantage by creating new concepts ahead of competition thereby creating niche markets. This may even involve a re-definition of market segmentation. By maximizing user benefits and creating path breaking trend setting concepts the event company positions itself to take a lead vis--vis competition by being first in the market. This is a double-edge strategy in that failure is as devastating as the benefits of a successful launch.

STRATEGIC ALTERNATIVES ARISING FROM DEFINED OBJECTIVES

E E TC N E T V N OCPS E IS IN X T G EXISTING NW E

CLIENTS

R T INC IE T EA L NS

IN R A E P O U T IT C E S R D C IV Y O C IE T F L NS

NEW

IN R A E P O U T IT C E S R D C IV Y O C N E T F O CPS

M R E DV L P E T A KT E EOM N

Fig: Client/Concept Fit Matrix

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The above matrix provides options that event organizers have an offer in terms of concepts and their market. The basic strategic alternatives here revolve around whether the objective is to retain customers or market development. These objectives further lead to the strategic options of achieving them either to customization or new concept development. By offering new concepts to a existing customers, a strategy of increasing business from increasing clients can be discerned. Similarly by offering an existing event to a new client, a strategy of increasing productivity of the event concept can be followed.

PREP MODEL
This framework has its roots, in the fact that, events as a business proposition for corporatisation is relatively nascent in nature. Therefore, the concept of strategic perspective to growth through and along with clients is a major decision to be taken by an event agency having major growth plans. This model deals with the strategic options available by playing off objectives relating to market development against growth in competition.
CLIENTS EXISTING EXISTING NEW

COMPETITION

Enrichment Strategy

Predatorial Strategy

NEW

Retaliatory Strategy

Proactive Strategy

Fig: PREP Matrix

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The above matrix provides the choices before the event company when it comes to a trade off between clients and competition in terms of assigning priorities in decision making. Predatorial Market Development Strategy If the development of new clients from existing competitors is the need of the situation then the event company would be adopting this strategy. This is essentially an offensive through focused strategy wherein clients of other event companies are targeted. Enrichment Strategy In a market situation where the event company is forced to compete fiercely for retaining its market this strategy is followed. It is used where the need to maintain an improve the quality of service becomes predominant. Retaliatory Strategy This is basically a defense mechanism wherein the event company tries to defend it self from preditorial strategies of essentially new entrants. This strategy involves taking action aimed at retaining its existing clientele and potential client base. Pro-active Strategy The event company here can explore new client bases and stretch the limit of its concepts across untried event categories. Every event category has its own special environmental and competitive structures.

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RISK VERSUS RETURN MATRIX

Type of Finance for Funds & Revenue T e im Fully Sponsored Ticketed Sponsored & Ticketed P -P n e re la n d A -h e d o
L R ow isk A red R rn ssu etu s (can ch e ex arg tra sin ch ces of ce an failu a h ) re re igh H hR ig isk A red R rn ssu etu s to co ver c osts b t u low r ch ces of e an p rofit V ery H h R ig isk V less tim to ery e en re reach su C an h ces of failu re & loss are h igh

Z ero R isk A red R rn ssu etu s

Partially

M ediu R m isk A red R rn ssu etu s to cover c osts + ch ces of loss an a lo re w H hR ig isk C an h ces of h igh p rofits w eq al ith u ch ces of lo an sses

Fig: Risk vs. Return Matrix The above matrix considers two of the most important risk factors as well as the degree to which it can affect the events company Planning Lead Time and Type of Finance. Events based on time can be divided into pre-planned i.e., events carried out after thorough planning with enough time for taking conscious decisions and ad-hoc events i.e., those that are taken up on the spur of the moment. On the basis of finance, events can be fully sponsored, fully ticketed or partially ticketed and sponsored. Each decision carries with it an element of risk, the gradations of which can vary from zero risk to very high risk.

APPLICABILITY
Differentiation and Focus in Event Marketing Event Marketing has several advantages with multiple purposes, which normal marketing media do not have. For example, when advertising in a magazine, a company needs to

Fully

43

decide which message they want to communicate as well as with whom they want to communicate. For companies using differentiation as a competitive advantage, spreading several messages in many different magazines, the result might not cover investment. On the other hand, for companies using focus as a basic strategy, the cost for gathering information about the specific target group must match the possibility to actually reach the right segment. Depending on how Event Marketing is used both differentiation and focus can be achieved. There are two major differences when using events. The events are precommunicated; the companies have a possibility to control who will attend, or the event just happens; whoever is there has an opportunity to be a part of the event. Of course, depending on which place the company selects for the event, different types of consumers will be reached. When using general events; meaning that no single target group is invited, the company can still gain on the situation since they have a chance to adjust the added value to specific customers during the event. The employees working during the event read the situation and adjust his/her behavior. Further the event itself might also communicate an added value to other people, although they might not be interested in the specific event. On the other hand mean that Event Marketing can also be used when focusing on specific target groups.

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

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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 its happening. For the audience, it is undoubtedly a thrilling situation. 5. Live media also enables interactive communication. Live media scores over conventional advertising in terms of reach, impact and tangible immediacy of measurement. Live media communication is a complete sensual experience as compared to a press advertisement or TV/Radio commercial. This is so because of press ad is basically a flat piece of paper and a commercial is just an audiovisual experience. The high recall value of live media communication is also a major factor. 6. No other media can boast of the ability to provide such massive collection of feed back instantly as events. Being a live media, it is possible to feel and deduce the reactions of the audience to the aim or objective that the event was conceived for. 7. Easily customizable nature of events, mean that specific traits of the local inhabitants can be incorporated in the big picture to ensure that the event is socially

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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 future.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
The purpose of the methodology section is to describe the research procedure. This includes the overall research design, the sampling procedures, the data collection method, the field methods, and analysis procedure.

Research is a tool of science and that its purpose is to advance human knowledge features which distinguish research from other investigatory activities. Research and research methods might be studied for a variety of reasons. First, it is useful to be able to understand and evaluate research reports and articles which one might come across in an academic or professional context. It is therefore advantageous to understand the basis of such reports and articles. Second, in an academic environment, research is conducted for its own sake, in the interests of the pursuit of knowledge for example for a thesis. Third, most readers who are managers will find themselves conducting or commissioning research for professional reason.

Qualitative and Quantitative The quantitative approach to research involves statistical analysis. It relies on numerical evidence to draw conclusions or to test hypotheses. To be sure of the reliability of the results it is often necessary to study relatively large numbers of people and to use computers to analyze the data. The data can be derived from questionnaire surveys, from observation involving counts or from secondary sources. The qualitative approach to research is generally not concerned with numbers. It involves gathering a great deal of information about a small number of people rather than a limited amount of information about a large number of people. The information collected is generally not presentable in numerical form. It is used when a full and rounded understanding of the leisure or tourist behavior and situation of a few individuals, however unrepresentative they may be, is required, rather than a limited understanding of a large, representative group.

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Primary Research Primary data collection is the collection of data which is done by using methods such as interviews and questionnaires. There are many methods of collecting primary data and the main methods include: Questionnaires Interviews Focus group interviews Observation Case-Studies Diaries Critical incidents Portfolios

Questionnaires Questionnaires are a popular means of collecting data, but are difficult to design and often require many rewrites before an acceptable questionnaire is produced. Interviews Interviewing is a technique that primarily used to gain an understanding of the underlying reasons and motivations for peoples attitudes, preferences or behavior. Interviews can be undertaken on a personal one-to-one basis or in a group. They can be conducted at work, at home, in the street or in a shopping centre, or some other agreed location.

Secondary Data Collection Secondary data is that data which is already been collected by someone else for a different purpose for e.g. Data supplied by a marketing organization. Annual company reports. Government statistics

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a. Title: Event marketing and services offered by the IDEAZ solution. i. Title Justification
Event management is the application of the management practice of project management to the creation and development of festivals and events. 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 executing the modalities of the proposed event. 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. Every industry, charity, society and group will hold events of some type/size in order to market themselves, build business relationships, raise money or celebrate.

b. Objectives
Objective One: The objective of this study is to understand the concept of event marketing, its benefits and implementation process. Objective Two: The objective of this study is to understand the event management as a communication tool.

c. Scope of the Study

To find out the most preferred service in the market. To know the awareness level of consumers about the services offered to them.

i. Significance to the Industry

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The need of the project is to study and analyses certain issues in event marketing and event management, which need further attention. And some suggestions have been given to make the Event Marketing and event management industry more effective in order to utilize its full potential and serve the objective of an event and be mutually beneficial for the Event agency, the Corporate and the customer.

ii. Significance for the Researcher

To study the event marketing concept. How this industry can be the beneficiary for the IDEAZ Communication

d. Research Design A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose wills economy in procedure. In fact, the research design is the conceptual structure within which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. Exploratory Research Exploratory research is also termed as formulated work. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing a hypothesis from an operational point of view. The major emphasis in such study is on the discovery of ideas insight. Descriptive Research Descriptive research is concerned with describing the characteristics of a particular individual or of a group i. ii. This project is not have any probability It is non probability based project and it is simply calculated from the differential based technique. iii. Exploratory research will be taken for this project work

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e. Sampling Methodology
Sampling Sampling is the process of collecting information only from a small representative part of the population. Stratified Random Sampling is one amongst the most elementary random sampling techniques. A stratified random sampling is a method that allows each possible sample to have an equal probability of being picked and each item or individual in the entire population have an equal chance of being included in the sample. For this project work, without replacement sampling method is used. It means that a person or item once selected is not returned to the frame and therefore cannot be selected again. This selection process continues until the desired sample size n is obtained. There are two types of Sampling Techniques. One is Probability sampling and another one is Non-Probability Sampling. Probability sampling is where each element in a population is randomly selected when constituting a sample and has a known, non-zero chance of being selected. Non-probability or purposive sampling is technically defined as where the chance of selection for each element in a population is unknown, and for some elements, is zero i. ii. iii. Sampling chosen with the Random method Sampling Area would be Delhi & NCR and near area only Sample Size: 100

f. Limitations This is stick with the one organization report and may be due to of very busy schedule of work employee many not take very appropriate decision when time of filling the questionnaire Also for future events disclosure company are not sharing more internal information either on internet or ready to give.

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FACTS AND FINDINGS

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FINDING AND ANALYSIS

1. What are your feelings about a company that creates or sponsors events? Try Them Out Support Activity Interest & Needs Fun More Knowledge They are willing to let people try them out Support activities that I enjoy They understand my interests and needs They like to have fun with me They want to know more about me 32% 27% 10% 1% 30%

2. Assuming you had a positive experience, would you be more or less inclined to purchase a product or service after having participated in an event? a) Product/service you have heard but not checked out yet More likely Less likely Neither more nor less Product/service you have never heard of More likely Less likely Neither more nor less Product/service you already use More likely Less likely Neither more nor less

b)

c)

A More Likely Less Likely Neither 77% 3% 20%

B 74% 6% 20%

C 69% 2% 29%
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3. What was it that got you to notice or participate in the event? Fun Recognize the Brand Banners Participative Part of the Event Others It looked like fun I recognize the company/brand running the event Signs and Banners Somebody invited me to participate The crowd that was already taking part in the event Others 27% 20% 10% 11% 22% 10%

4. Which of the following is your favorite part of marketing events? I get to touch and feel a product/services I get to learn more about a product/services I get to ask questions about a product/services I get a free sample of a product/services I get to have fun by participating in activities

Get to touch Get to Learn Ask the Question Free Sample Have a Fun

18% 17% 16% 30% 19%

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5. Which would most likely cause you to participate in a product demonstration or event? The product/services matched my interest The product or company was sponsoring an activity I enjoy My friend/relative had a positive experience The event offered an activity I could participate Other

Interest Match Sponsorship Positive Experience Participative Others 6. How long did you stay at the mobile event? 1 to 15 Minutes 15 to 30 Minutes Over 30 Minutes 1-15 minutes 15-30 minutes over 30 minutes

14% 13% 13% 40% 20%

26% 32% 42%

7. Which of the following is true? After leaving the mobile event I understood the company/product better same less

Better Same Less

56% 12% 32%

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8. How soon after attending a company-sponsored event at/near a store did you purchase the product or service being offered? Immediately Within a month Within a week Did not purchase Within 3 months Within 6 month More than 6 months

Immediately Within a month Within a week Did not purchase Within 3 months Within 6 month More than 6 months

17% 16% 15% 19% 14% 6% 13%

9.What Is your position in the company Grade Middle Management Senior Management No Answer Other Executive Survey Result 20% 24% 0% 16% 40%

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10. For how long do you work for your company?

Less than 3 months Between 3-6 months Between 6-12 months Between 1-2 years Between 3-5 years More than 5 years No answer Other Grade Less than 3 months Between 3-6 months Between 6-12 months Between 1-2 years Between 3-5 years More than 5 years No answer Other Duration of tenure 17% 16% 12% 14% 28% 8% 2% 3%

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DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

PRIMARY DATA ANALYSIS The present study has been undertaken to get the first hand exposure on the mindset of people towards Event Marketing concept and their involvement in events as and when they come across, if any. A questionnaire was designed keeping in mind the requirements for study & analysis of my thesis for comparing the hypothesis with the outcome of this survey. A general survey conducted with a sample size of 100 respondents revealed the following facts regarding the mindset of people towards the Event Marketing concept. This survey also gave scope to take necessary steps for organizing an event at right place, right time and in front of the right target audience. Event Marketing companies were also targeted and their response was also taken which added value to my thesis. Lets have a look at what people feel about Event Marketing. When people were asked what they feel about a particular company which promotes its product/service through Event Marketing 82% of the respondents replied that it gives a positive impression about the company and establishes the quality of their product/service. When people were asked about the reasons for which they have participated 53% replied that the event appeared amusing which was followed by reasons like a powerful brand or eye catching signs & banners.

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Graph A: Buying Behavior after a positive experience of an EVENT

90 80 70 60 50 40 30 20 10 0

88 78 69

29 16 3 10 6 3

More likely

less neither likely a

More likely

less neither likely b

More likely

less neither likely c

Where, a = Product/service you have heard but not checked out yet b = Product/service you have never heard of c = Product/service you already use If people had a positive experience, about the event 88% are more likely to buy a product just when they were aware of it. Surprisingly, 78% are more likely to enter into the buying process even if its a new product.

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Graph B: Gender influence on purchase

180 160 140 120 100 80 60 40 20 0 27

67 90 82

87 76 70

11 3
2 32

3
2 8

6
7

18
11

More likelyless likely neither a 70 67 3 2 27 32

More likely less likely neither b 87 90 3 2 11 8

More likelyless likely neither c 76 82 6 7 18 11

Female Male

Where, a = Product/service you already use b = Product/service you have heard but not checked out yet c = Product/service you have never heard of After a positive experience of the events, women are more likely to purchase a product they already use while men are a bit more adventures and may even be inclined to purchase a product that they are not using or havent yet heard about that product.

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Graph C: Men are explorers whereas women love samples

70 60 50 40 30 20
12

68

36

24 18
8

10 0

9
5

12
8

I get to touch and I g et to learn I get to ask I get a free I get to have fun feel a m ore about a questions about a sam ple of a by partic ipating in prod uc t/service sp roduct/services pro duct/servic espro duct/se rvices ac tivities

Male

Fem ale

The female folk are drawn towards the event because they love samples which was confirmed when 68% out of the female respondents gave the same reply where as the male counter part are more interested in exploring the product inside out.

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Graph D: Create events for right ages

70

70

60

60 52

50

40

38

30 25 21 20 14 10 12 10 7 4 5 13 9 10 8 21

12 6 6

I get to touch and ge t to learn more I get to ask I I get a free I get to have fun feel a about a questions about a sample of a by participating in product/services product/services product/services product/services activities

22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs

Fun and free best describes the motivation of younger event attendees while education and interaction are what the older crowd is looking for.

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Graph E: Events spur immediate sales

15% 26% 2% 4% 4%

25%

24%

immediately within 3 months Do not purchase

within a week within 6 months

within a month more than 6 months

26% of the attendees are ready to purchase a product immediately after the event, 25% within a month and 15% wont purchase the product at all.

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Graph F: Reasons for participation in any event

80 70 60 50 40 30 20 60 63

80 66

13 10 0 The product/services matched my interest 9

16 10 3 7 2 3

18 14 13 7 3 3 3 1

The product or company w as sponsoring an activity I enjoy

My friend/relative The event offered had a positive an activity I could experience participate

Other

22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs

Over all the age groups it was observed that if the product/service is of interest to the attendees they are more likely to participate in an event. The next best reason for participation across all age groups is the activity which the attendees enjoy.

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Graph G: People spend time at mobile events

8%

24%

68%

1-15 mins

15-30 mins

over 30 mins

68% of the total respondents spend approximately 15 mins on a mobile event and every less people spend over 30 mins.

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Graph H: Mobile events create better product understanding

1%

24%

75%

better

same

less

Mobile events which demonstrate product features are more likely to generate better understanding about a company or its product

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What is your position within the company?

Our survey result contributed out of 50 people 20 % people are working in cedar to Middle management also 25% respondent from TOYOTA signifies a junior level of employee in company. We taken this ratio because for HR development decision mostly taken by the senior management and then after it adding on affect to the junior or middle management people to became a HRD. working as a senior management major chuck which contributed in our survey is executive i.e. 40% . Other

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How long do you work for your company?

Out of 100 people for our survey 28% people responded that they serving to this TOYOTA are in between of 3 to 5 years which is largest in the pie. Adding to this 17% respondent working with this TOYOTA is more than of 3 months which is basically junior management also 16% said they working with this company is more than with range of 3-6 Months.14% respondent said they working with this company last 1-2 Years. While 8% respondent said they working with this company more than 5 years

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What is your Salary monthly?

Salary break up shows the employees which contributed in our survey at what range of their salary 28% respondent said there salary range in between of 20000-250000, and 26% respondent said there salary range is 25001-30000 also 14 % people said there salary range would be more that 30000-350000 per month. Hence of this Company most of the employee is with the salary range of the more than 20000 we chosen this group because the most of the middle management coming on this segment.

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CONCLUSION

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CONCLUSION
Event marketing allows a company to break through the advertising clutter

and target an audience by enhancing or creating an image through an association to a particular event. Brand awareness reinforces the product or service, and drives sales. Property or event, also profits, a financial partner, a supplemented

advertising budget, and added leverage. Event marketing also offers companies the flexibility to reach specific

geographic and demographic audiences. It is a benefit that allows depth of exposure, as opposed to the breadth of exposure. As CMOs continue to face increasing financial pressures, they must

continuously provide higher levels of value, both in pure financial terms and overall measurement of ROI. When considering the entire sales cycle, marketing professionals must

think beyond traditional methods and bring transparency and measurement to their activities in order to demonstrate the fundamental value of their field. To answer this challenge, the event marketing industry must redefine itself to recognize the power of the brand to forge deep connections, as well as also adapt events to contribute to branding in more sophisticated ways. The perception of events as a form of media is quickly moving away from

standalone activities to integrated forms of communication. These forms of communication synchronize with overall marketing goals through new applications of techniques rooted in traditional event marketing that project the brand more powerfully. Defining what an organization stands for, mapping out a clear brand strategy, and then formulating event activities that align with overall marketing goals is the next great step in the evolution of the industry.

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RECOMMENDATION

74

RECOMMENDATIONS

To improve the condition of the event marketing industry and make it more professional and profitable, the following recommendations have been listed: 1. Understand the corporate objectives, target audience, brand image and positioning clearly. 2. Do not go overboard with your concept or preference for a certain event. 3. Conduct a situational analysis for appropriate event selection which synergies with the company objective and brand personality. 4. Create extensive databases of the target consumers in order to conduct pre- and post-event analysis and evaluation to check the success of the event and consumer perception, also to assess the top of mind awareness and brand recall. 5. Conduct extensive market research to establish which parts of the program are working and which ones are not. Those in the first category should be maintained and strengthened. Those in the second should be relinquished. 6. In all sponsorship activities, it is important to protect the integrity of the activity being supported. If it is cheapened or its identity threatened, the sponsorship could rebound on the sponsors head.

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BIBLIOGRAPHY

76

BIBLIOGRAPHY
BASIC COVERAGE
Event Management Principles of Marketing Marketing Management Marketing is Business

Lynn Van Der Wagen & Brenda R. Carlos Kotler & Amstrong Philip Kotler Walter E. Vieira

The Fundamentals & Practice of Marketing John Wilmshurst

WEBSITES www.viewcentral.com www.eventmarketer.com www.global-electronics.net www.indianchild.com/marketing/india-marketing-scenario.htm www.informatm.com PERIODICALS Business & Economy 4Ps Business & Marketing Business World NEWSPAPERS Times of India Economic Times

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 Mint

ANNEXURE

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ANNEXURE
QUESTIONNAIRE

Name Age Gender Occupation

: : : :

1. What are your feelings about a company that creates or sponsors events? They are willing to let people try them out Support activities that I enjoy They understand my interests and needs They like to have fun with me They want to know more about me 2. Assuming you had a positive experience, would you be more or less inclined to purchase a product or service after having participated in an event? o Product/service you have heard but not checked out yet More likely Less likely Neither more nor less o Product/service you have never heard of More likely Less likely Neither more nor less o Product/service you already use More likely Less likely Neither more nor less 3. What was it that got you to notice or participate in the event? It looked like fun I recognize the company/brand running the event Signs and Banners Somebody invited me to participate The crowd that was already taking part in the event

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Others

4. Which of the following is your favorite part of marketing events? I get to touch and feel a product/services I get to learn more about a product/services I get to ask questions about a product/services I get a free sample of a product/services I get to have fun by participating in activities

5. Which would most likely cause you to participate in a product demonstration or event? The product/services matched my interest The product or company was sponsoring an activity I enjoy My friend/relative had a positive experience The event offered an activity I could participate Other 6. How long did you stay at the mobile event? 1-15 minutes 15-30 minutes over 30 minutes 7. Which of the following is true? After leaving the mobile event I understood the company/product better same less 8. How soon after attending a company-sponsored event at/near a store did you purchase the product or service being offered? Immediately Within a month Within a week Did not purchase Within 3 months Within 6 month More than 6 months 9. What Is you position in the company

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Middle Management Senior Management No Answer Other Executive

10. For how long do you work for your company?

Less than 3 months Between 3-6 months Between 6-12 months Between 1-2 years Between 3-5 years More than 5 years No answer Other

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