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Progress and prospect of event companies
1. A
Project Report
On
“PROGRESS AND PROSPECTS OF EVENT
COMPANIES IN PUNE”
SUBMITTED TO:
ASM’S IBMR PUNE.
SUBMITTED BY:-
Hardik Lathiya
Roll No. - 123116
(MMM- 2nd
Semester)
2. ACKNOWLEDGEMENT
I wish to express my sincere thanks to Director of ASM’S Institute of Business Management &
Research, Pune.
I wish to express my heartfelt gratitude to my internal guide Mrs. Nidhi Raj Gupta whose
constant help and support at all stages of this project has enabled me to complete it.
Last but not least, I thank all those who have helped me directly or indirectly during the course
of this project.
Hardik Lathiya
Roll No. – 123116
(MMM- 2nd Semester)
3. DECLARATION
I, Hardik Lathiya from ASM’S IBMR hereby declare that the project report has been undertaken
as a part of 2nd
semester of Masters in Marketing Management (MMM) syllabus Pune University,
Pune. I declare that this report has not been submitted to any other university or institute for any
other purpose.
Date:
Place: ASM’S IBMR PUNE
(Hardik Lathiya)
4. INDEX
Ch. No Topic
Page
No
1 Executive Summery
2 Synopsis
3
Introduction
About Topic
4 Research Objective
5 Research Methodology
6 Limitation of the Study
7 Data Analysis and Interpretation
8 Findings & Conclusion
Reference
Bibliography
Appendix
5. EXECUTIVE SUMMARY
As part of 2nd
year MMM program I carried out my Research Project work. My Research work is
study on “A Project Report on PROGRESS AND PROSPET OF EVENT COMPANIES IN
PUNE”
PURPOSE: To know about progress of event companies in Pune City and prospect for event
companies in Pune City
OBJECTIVES:
To identify the scope in terms of the service provided by them
To Study the type of events which are taking place.
To Study the problems faced by the event management companies.
To Study the level of professionalism in the industry
To study the present industry trends and analyze the potential of event management industry.
INTRODUCTION:
Event management means any service provided in relation to planning, promotion, organizing or
presentation of any arts, entertainment, business, sports or any other event and includes any
consultation provided in this regard.
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.
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.
6. RESEARCH METHODOLOGY:
Here, researcher has been used descriptive research design.
Researcher have use questionnaire for collection of data. And also use non-probability
convenience sampling techniques.
FINDINGS:
1. The findings of the project clearly states that the future of event management is very
bright in the city
2. As per our findings and the calculations the results are not very encouraging at present.
3. The projections help us to draw a conclusion that there is a scope for event management
companies in near future.
4. Currently the main target segment of these partial or complete service providers is the
defense class people or the high class people have accepted these concepts much widely
than any other community.
5. Event management concept needs to be popularized, by proper media coverage.
6. It is expected that event management industry will gear up in Pune in near future.
CONCLUSION:
From this research study, concluded that the scope of event management companies in near
future and event management concept needs to be more popularized by proper media coverage
and awareness about event management services.
7. SYNOPSIS
1. About The Topic:
Event Management
“Events are occurrence designed for marketing interests.” Philip Kotler
Event management is the application of project management to the creation and
development of festivals, events and conferences.
Event management involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and coordinating the
technical aspects before actually launching the event.
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.
Event management generally means conceptualizing, meticulous planning, organizing
and finally executing an event.
It is a set plan involving networking of a multimedia package, thereby achieving the
client’s objectives and justifying their needs for associating with events.
Events can bring community together for purpose of fundraising, change a town or city’s
image, expand its trade, stimulate its economy, help companies to market and introduce
its product and also for the entertainment of society.
Not only do events enhance the quality of our life, they can provide significant economic
benefits. Events require a high degree of planning, a range of skills, a lot of energy and
funds.
Progress
Progress is the idea that the world can become increasingly better in terms of science,
technology, modernization, liberty, democracy, quality of life, etc
The theory of progress drives social progress that advances in technology, science, and
social organization inevitably produces an improvement in the human condition.
8. Prospects
Prospects are a probability or chance for future success for an Event Management
companies in Pune City.
2. Area of Research.
The area of research study is marketing.
3. Research Topic.
“PROGRESS AND PROSPET OF EVENT COMPANIES IN PUNE”
4. Research Objective.
Primary Objective:
To Progress and Prospects of Event Management Company in Pune.
Secondary Objective:
To find the image of the company & how the company is working for
entertainment source among the customers.
5. Research Methodology.
I. Research Design : Descriptive research design.
II. Selection Period : 04/05/2013 to 04/07/2013
III. Sources of Data Collection : There are two sources of data.
Primary Data Sources : Questionnaire
Secondary Data Sources
Secondary data sources are collected from business magazines, books on
research, marketing journals, past research report and website.
9. INTRODUCTION
Event management
Event management is the application of project management to the creation and development
of festivals, events and conferences.
Event management involves studying the intricacies of the brand, identifying the target audience,
devising the event concept, planning the logistics and coordinating the technical aspects before
actually launching the event. Post-event analysis and ensuring a return on investment have
become significant drivers for the event industry.
The recent growth of festivals and events as an industry around the world means that the
management can no longer be ad hoc. Events and festivals, such as the Asian Games, have a
large impact on their communities and, in some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a breakfast meeting for
ten business people. Many industries, charitable organizations, and interest groups will hold
events of some size in order to market themselves, build business relationships, raise money or
celebrate.
Marketing Tool
Event management is considered one of the strategic marketing and communication tools by
companies of all sizes. From product launches to press conferences, companies create
promotional events to help them communicate with clients and potential clients. They might
target their audience by using the news media, hoping to generate media coverage which will
reach thousands or millions of people. They can also invite their audience to their events and
reach them at the actual event.
Services in Event
Event managers can supervise diverse corporate events, such as product launches, press
conferences, corporate anniversary parties, meetings, conferences, and marketing programs such
as road shows and grand opening events. In addition, they can coordinate special corporate
hospitality events such as concerts, award ceremonies, film premieres, parties to launch new
products or services, fashion shows, commercial events, and even private (personal) events such
as weddings and religious services. Event management firms can handle a variety of specific
10. event-related services, which can range from a few select services for clients with limited
budgets, to handling all creative, technical and logistical aspects of an event.
Event manager
The event manager is the person who plans and executes the event. Event managers and their
teams are often behind-the-scenes running the event. Event managers may also be involved in
more than just the planning and execution of the event, but also brand building, marketing and
communication strategy. The event manager is experts at the creative, technical and logistical
elements that help an event succeed. This includes event design, audio-visual production,
scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-
dimensional profession.
An event architect is an event manager that becomes involved at the early initiation stages of the
event. Especially for larger public events, at the initiation stage, the event architect needs to
make crucial choices and decisions related to the creative concept and design of the event. In
depth technical design knowledge and full understanding of how to communicate a company´s
message across a public are needed in order to make the event effective.
If the event manager has budget responsibilities at this early stage they may be termed an event
or production executive. The early event development stages include:
Site surveying
Client service
Brief clarification
Budget drafting
Cash flow management
Supply chain identification
Procurement
Scheduling
Site design
Technical design
Health & safety
11. First aid services
Environmental and ecological management
Risk management
An event manager who becomes involved closer to the event will often have a more limited
brief. The key disciplines closer to the event are:
Health & safety including crowd management
Logistics and vehicle selection
Rigging
Sound
Light
Video
Detailed scheduling and agenda planning
Security
Sustainable event management (also known as event greening) is the process used to produce an
event with particular concern for environmental, economic and social issues. Sustainability in
event management incorporates socially and environmentally responsible decision making into
the planning, organization and implementation of, and participation in, an event. It involves
including sustainable development principles and practices in all levels of event organization,
and aims to ensure that an event is hosted responsibly. It represents the total package of
interventions at an event, and needs to be done in an integrated manner. Event greening should
start at the inception of the project, and should involve all the key role players, such as clients,
organizers, venues, sub-contractors and suppliers.
12. Categories of events
Events can be classified into four broad categories based on their purpose and objective:
1. Leisure events
E.g. leisure sport, music, recreation.
2. Cultural events
E.g. ceremonial, religious, art, heritage, and folklore.
3. Personal events
E.g. weddings, birthdays, anniversaries.
4. Organizational events
E.g. commercial, political, charitable, sales, product launch, expo.
13. ABOUT TOPIC
Event Management
“Events are occurrence designed for marketing interests.” Philip Kotler
Event management is the application of project management to the creation and
development of festivals, events and conferences.
Event management involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and coordinating the
technical aspects before actually launching the event.
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.
Event management generally means conceptualizing, meticulous planning, organizing
and finally executing an event.
It is a set plan involving networking of a multimedia package, thereby achieving the
client’s objectives and justifying their needs for associating with events.
Events can bring community together for purpose of fundraising, change a town or city’s
image, expand its trade, stimulate its economy, help companies to market and introduce
its product and also for the entertainment of society.
Not only do events enhance the quality of our life, they can provide significant economic
benefits. Events require a high degree of planning, a range of skills, a lot of energy and
funds.
Progress
Progress is the idea that the world can become increasingly better in terms of science,
technology, modernization, liberty, democracy, quality of life, etc
The theory of progress drives social progress that advances in technology, science, and
social organization inevitably produces an improvement in the human condition.
Prospects
Prospects are a probability or chance for future success for an Event Management
companies in Pune City.
14. LITRATURE REVIEW
1).Topic: A Project Report on Event Management
Name of Person
Mayur Ghunkikar
University of Mumbai
About The Topic:
Every time when you saw a program like ' Filmfare ' awards or those pop concerts and
beauty pageants you would have wondered how people managed to set up such brilliant
shows. Every tiny detail from your entering the venue to your going out is a result of
rigorous planning. Well…that's event management for you.
One of the fastest and the most glamorous upcoming professions today, it means rubbing
shoulders with who's who of the crème-de-la crème layer of the city. Event management,
the most profound form of advertising and marketing, is a glamorous and thrilling
profession. It provides an opportunity for unleashing one's creative potential to a very
high degree. It demands a lot of hard work and effort but at the same time offers
enormous scope.
Conclusion:
Event management is a glamorous and exciting profession which demands a lot of hard
work and dynamism. As the name suggests, it means conceptualizing, planning,
organizing and finally executing an event. The event could be of any type - musical
show, concert, exhibition, product launching etc. This industry is just eight years old in
India, but holds a lot of promise for expansion. It offers enormous scope for ambitious
young people.
Event management is the planning and implementation of events, large and small that
meet the marketing goals of an organization. Event management is an area that is
growing rapidly, and is expected to have a better growth rate in the next decade. Typical
15. events organized by professional event managers include product launches, parties,
sponsored events, sporting events, competitions, concerts and festivals, fundraisers, trade
shows, corporate open days, seminars and tours.
16. RESEARCH OBJECTIVE:
PRIMARY OBJECTIVE:
The main purpose of this study is to Progress and Prospects of Event Management
Company in Pune.
Approach Note:-
Identify the scope in terms of the service provided by them.
Size of the industry in Pune.
Study the problems faced by the event management companies.
Study the level of professionalism in the industry.
Study the type of events which are taking place.
SECONDARY OBJECTIVE:
The secondary objective of the research is to find the image of the company & how the
company is working for entertainment source among the customers.
In brief Objectives include-
To study the present industry trends and analyze the potential of event
management industry.
Analyzing the Market strength of different event management company
Identifying potential market for launching new product and increasing clientage
of the company.
Explicit feed back of customer after the deliverables of company.
Determine that how these companies promote other brands.
Identify the key players in this field.
Analyze the current market condition.
Study the size of the events in terms of budget and the gathering.
Study the level of professionalism in the industry.
Growth rate of industry.
Biggest event.
Frequency of events under different categories.
17. RESEARCH METHODOLOGY
MARKETING RESEARCH STUDY:
“PROGRESS AND PROSPET OF EVENT COMPANIES IN PUNE”
1. PROBLEM STATEMENT:
What is the progress of event companies in Pune?
Is there any prospect or future for event companies in Pune?
2. RESEARCH OBJECTIVE:
A. PRIMARY OBJECTIVE:
To Progress and Prospects of Event Management Company in Pune.
B. SECONDARY OBJECTIVE:
To find the image of the company & how the company is working for
entertainment source among the customers.
3. RESEARCH DESIGN:
In this research design carried out was descriptive in nature the study was aimed
at describing the existing phenomenon.
The Six W’s
1. Who: Who should be considered a potential respondent?
The data are collected from clients of Millennium Events Pune and randomly choose
from Pune City.
2. What: What information should be obtained from respondent?
Information related to events which they attend or upcoming events of respondent .
3. Where: Where should the respondent be contacted to obtain the require information.
The respondents are located city.
4. When: When the information should be collected.
The data are collected from 13th
May to 17th
August 2013.
18. 5. Why: Why are we obtaining information from the respondent?
To know their opinion for event companies and know their perception and expectation
from event companies .
6. Way: In what way researcher going to obtained information from the respondent?
The data will be collected through personnel interview and questionnaire.
4. SAMPLING PLAN:
I. Element : Pune City
II. Sampling Unit : Clients of Millennium Events Pune and randomly
respondent form Pune City
III. Sampling Period : 13th
May 2013 to 17th
August 2013.
IV. Sampling Techniques : Non Probability Convenience Sampling
Method
V. Sampling Size : 100 Respondent
VI. Research Instrument : Questionnaire
5. DATA COLLECTION METHOD:
I. Primary Data:
Primary data are collected directly from the respondent to solve the current problem.
Here, researcher will use questionnaire for collection data.
II. Secondary Data:
Secondary data are collected from many sources like books, internet, and magazine.
6. DATA ANALYSIS TECHNIQUES:
Graphical representation Method in Excel
19. NEED OF THE PROJECT
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.
20. LIMITATION OF STUDY
“Every coin has two sides as so every activity has a limitation". The main limitation has faced
during the preparation of this project report one as follow.
1. The sample size of 100 is too small to know progress and prospect of event companies in
Pune City.
2. There might have been tendencies among the respondents to filter their responses under
testing condition.
3. Event Industry is very big and broad concept there are so many big player in India like
Wizcraft International who capture more than 60% market of Indian Event Industry, which
needed specialized knowledge of the area, so there is change for interpretational error?
4. Responses are subjective.
5. The survey which is conducted within Pune City only which does not represent the exact
population.
21. Data Analysis
Based on the prior trend the expected number of events in future are approximately 105,
out of which the probability to provide services ( partial and complete both) is 56% the
figure comes around to be 60 events per annum. The projections regarding the profile of
customers are as follows:
The majority of customers will belong to same classes’ professionals and business class.
The service class will still remain ignorant to it. Looking at the trend of emerging
professional educational institutes, the event management companies are very optimistic.
60% of the respondents said that the major problem in the progress of the industry is lack
of awareness and 40% said that getting sponsors for the event is the biggest problem.
The profile of events that takes place is still not the utility based like product launch and
corporate meetings its still mainly entertainment based only, it occupies 65% of the share
of total events.
Still event management companies have left one of the major aspect of post event
communication which includes the media coverage and the client satisfaction surveys.
That is the reason the companies are not able to perform better. This also hinders the
brand building exercise of these companies.
Looking at the local preferences, the companies are not paying due attention to facilities
like catering.
The majority of the customers are attending events like marriages, live shows and trade
fares only. Events like product launch and utility events form a very small segment.
The most preferred price range is Rs. 250-500 and the mean value is Rs. 422 as per our
findings.
A very less number of people prefer hiring event management companies, the number is
as low as 11%, but one can see that the partial outsourcing is preferred by 58% people.
22. The sample’s biggest constituent are professionals(43%) and the business class(28%)
people even then the biggest reason for the hindrance of event management companies
progress is over priced services (28%).
39% of the sample size gives more importance to overall arrangement rather than other
individual facilities, but still people go for partial services (58%) it reveals that the
complete services are expensive for the localites.
87% of the sample size feels that the event management industry will flourish in the near
future.
Therefore we can say that though the public is ready to accept the concept, but due to
reasons like higher expenses, poor availability and reliability of existing players, the
picture is not very rosy.
But as the awareness level of public will increase the growth of industry is bound to
happen. Partial outsourcing is popular as well as acceptable, to a greater extent, therefore
it can be hoped that event management companies as a full fledged service provider will
emerge.
Event Marketing companies were also targeted and their response was also taken which
added value to my thesis.
Let’s have a look at what people feel about Event Marketing.
When people were asked what they feel about a particular company which promotes its
product/service through Event Marketing 82% of the respondents replied that it gives a
positive impression about the company and establishes the quality of their
product/service.
When people were asked about the reasons for which they have participated 53% replied
that the event appeared amusing which was followed by reasons like a powerful brand or
eye catching signs & banners.
23. DATAANALYSIS & INTERPRETATION
Interpretation
From above diagram we conclude that every event has its own segment & wedding is the biggest
segment people do attend this event time to time since marriages are on regular basis. Other
events have their own taste & preferred by peoples.
24. What is the Buying Behavior after a positive experience of an
EVENT
Where,
a = Product/service you have heard but not checked out yet
b = Product/service you have never heard of
c = Product/service you already use
Interpretation
If people had a positive experience, about the event 88% are more likely to buy a product just
when they were aware of it. Surprisingly, 78% are more likely to enter into the buying process
even if it’s a new product
88
3
10
78
6
16
69
3
29
0
10
20
30
40
50
60
70
80
90
More
likely
less
likely
neither More
likely
less
likely
neither More
likely
less
likely
neither
a b c
25. 60
63
66
80
9
13
16
3
10
7
2 3
18
14 13
7
3 3 3
1
0
10
20
30
40
50
60
70
80
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
22-29 yrs 30-44 yrs 45-54 yrs 55+ yrs
Reasons for participation in any event
Interpretation
Over all the age groups it was observed that if the product/service is of interest to the attendees
they are more likely to participate in an event. The next best reason for participation across all
age groups is the activity which the attendees enjoy.
26. People spend time at mobile events
Interpretation
68% of the total respondents spend approximately 15 mins. on a mobile event and every less
people spend over 30 mins.
68%
8%
24%
1-15 mins 15-30 mins over 30 mins
27. 75%
1%
24%
better same less
Which of the following is true? After leaving the
mobile event I understood the company/product…
Interpretation
Mobile events which demonstrate product features are more likely to generate better
understanding about a company or its product..
28. Interpretation:-
From above we can conclude that there is no relationship between possible
difficulties/drawbacks hiring an event management and general people’s occupation
29.
30. Interpretation
Most of people said event management as a business/profession will be a success
in the city. Since it has potential.
31.
32.
33.
34.
35.
36.
37. FINDINGS
Researcher starting survey with some sincere efforts & it was quite successful in obtaining
information from the respondents regarding different aspect of Events. i.e. “PROGRESS AND
PROSPET OF EVENT COMPANIES IN PUNE”. The findings & conclusions of the study are
as follow.
The findings of the project clearly states that the future of event management is very
bright in the city
As per our findings and the calculations the results are not very encouraging at present.
The projections help us to draw a conclusion that there is a scope for event management
companies in near future.
Currently the main target segment of these partial or complete service providers is the
defense class people or the high class people have accepted these concepts much widely
than any other community.
Event management concept needs to be popularized, by proper media coverage.
It is expected that event management industry will gear up in Pune in near future.
Low awareness among the people.
Conservative mentality doesn’t allow people to accept major changes.
Lack of proper marketing and advertising by existing companies.
Proper security measures not available.
Performance of existing companies is doubtful, that is the reason, localities that organize
events, hire event management companies from Pune, Mumbai and Pune.
Cost factor influences people to take partial services from event management companies.
Due to poor response and lack of cooperation from public the companies are not
interested in expansion.
Economies of scale not available to companies, therefore big players are not interested to
enter this city.
Service Portfolio of companies is very wide for the city.
38. Recommendations
Companies need to focus on some particular kind of events that they will organize, this
will help them gain proficiency in their field, ultimately leading to cost saving.
People should be made aware about the concept through proper media coverage telling
them about the successful events and the benefits.
People should be made aware about the fact that hiring an event management company
would help them save time, efforts and cost.
Rather than looking at the press people as their competitor they must join hand with them
to share the cost and benefits also. Press people can get better exposure and provide the
companies advertisements on a lesser cost.
Due to innovative marketing tools the traditional marketing tools are redundant so Pune‘s
business class must also know that its time to switch over to the new tools like trade fares
and road shows rather than press advertising.
The charges for complete services should be reduced. As an example for catering services
the general market price is around Rs.200 per plate, but generally companies are charging
around Rs.400 per plate. Similarly the other services’ charges must also be reduced up to
a viable extent.
39. BIBLIOGRAPHY
1. Books:
Lynn Van Der Wagen , (2005), “Event Management”, 1st Ed, Pearson, New Delhi.
2. Website:
http://en.wikipedia.org/wiki/Event_management
http://millenniumevents.co.in/
http://www.eventmanagerblog.com/15-free-ebooks-about-event-planning/
40. APPENDIX
QUESTIONNAIRE
Dear sir/madam
I, Hardik K. Lathiya student of FYMMM of ASM’S IBMR at PUNE, conducting the survey
on the topic “PROGRESS AND PROSPET OF EVENT COMPANIES IN PUNE” The
information provided by you will be used for academic purpose only and it fully confidential.
Hence, I seek your kind co-operation in this regard and request you to fill up endorse
questionnaire.
Annexure.1 (General Public)
Name :
Age :
Gender :
Occupation :
1. Which of the following events do you attend?
Wedding Trade fare Corporate events
Live shows Sports events Product launch
Club
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
41. b) Product/service you have never heard of
More likely
Less likely
Neither more nor less
c) 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
Others
4. How long did you stay at the mobile event?
1-15 minutes
15-30 minutes
Over 30 minutes
42. 5. Which of the following is true? After leaving the mobile event I understood the
company/product…
Better
Same
Less
6. Possible difficulties / drawbacks in hiring an event management company
Expensive Availability Reliability
Quality of work Limited choice Less flexible
7. What is the number of events organized in your city per month?
1-5 5-10
15-above
8. Do you think event management as a profession/business will be a success in your
city?
Yes No
9. Which course of action do you prefer while organizing an event?
Personal arrangement
Hiring event mgnt co.
Outsourcing
43. 10. Possible difficulties / drawbacks in hiring an event management company
Expensive Availability Reliability
Quality of work Limited choice Less flexible
44. Annexure.2 (Company Staff)
Name :
Age :
Gender :
Position :
11. What is the number of events organized in the city per month by your personal
experience?
1-3 3-5
5-10 More than 10
12. Profile of customers of event management companies
Business man Service class
Professional Educational institutes
13. Problems faced by the event management companies?
Licenses Sponsors
Lack of awareness Permission
14. Different types of events mostly organized by the companies
Corporate Meetings
Product Launch Promotions
Marriages Fairs
Live Shows Musical Concerts
Thank You