INDIAN INSTITUTE OF PLANNING AND

MANAGEMENT
CHENNAI – 08

REPORT ON EVENZ

Submitted by,
Saravana Pandian.D 49
Karthikeyan.D 11
Sivakumar.P 26
Murugan.C 09
Kesav.B 07
Submitted to : Prof.Satheesh Krishnamurthy

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 ACKNOWLEGEMENT

We would like to thank the IIPM(INDIAN

INSTITUTE of PLANNING AND MANAGEMENT) for
giving us this opportunity to explore our
knowledge in the field of marketing we would
consider it as a great privilege to do this project
under the guidance of Prof. Satheesh
Krishnamurthy, we sincerely thank him for his
invaluable support, guidance and suggestions. We
thank each and all who as contributed for making
this project as success.

THE TEAM

Saravana Pandian.D 49
Karthikeyan.D 11
Sivakumar.P 26
Murugan.C 09

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 Kesav.B 07

Contents
Executive Summary............................................................................................ ........5
Situation analysis.......................................................................................................5
Market summary.....................................................................................................6
Target Market......................................................................................................... ..6
Market demographics:................................................................................. ............6
Geographic’s................................................................................ ........................6
Demographic.............................................................................................. ..........6
Behavior Factors:............................................................................................. .....7
Market Needs:............................................................................. .........................7
Market Trends:.......................................................................................... ............7
Market Growth:.............................................................................................. .......8
Weakness:........................................................................................ ....................9
Opportunities:......................................................................................................9
Threats:.............................................................................................. ..................9
Competitions: ................................................................................. ......................10
Services offerings: .................................................................................. ..............10
Key success:........................................................................................ ..................10
Critical issues:.......................................................................................................11
MARKETING STRATEGIES..........................................................................................12
Mission Statement:..................................................................................... ...........12
Marketing Objectives:................................................................................. ...........12
Financial Objectives: ..................................................................................... .......12
Positioning:.............................................................................................. ..............13
Strategies:............................................................................................. ................13
Marketing Mix:......................................................................................... ..............13
....................................................................................................... .........................14

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FINANCIAL ANALYSIS....................................................................................... ..........14
INITIAL EXPENSES........................................................................................ ..........14
COST PER MONTH.............................................................................................. ....14
Cost per Event.......................................................................................... .............15
Price per Event.............................................................................. ........................16
Revenue Calculation.................................................................................. ............16
Sales Forecast:......................................................................................................19
CONTROLS................................................................................................... .............20
Implementation Milestones:..................................................................................20
Contingency Planning................................................................................. ...........21
Major Risks:....................................................................................... .................21
Alternate Solutions ............................................................................................21

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Executive Summary

Welcome to the future of event planning!

eventz ,we Event Planning Specialists, bring to the
community of chennai a new breath of air in the
event planning market. By providing extra values
to your programe , we will lead the market, giving
the same quality results, every time.
We provide expertise and products available
to help our customers plan their own events. Party
Packs (complete kits for their event), right down to
the refreshments. Through these and other
affordable products and services, we aim to be the
number one resource for any event.

Situation analysis
Eventz ,we found our place mainly because of the
working family, heavily-burdened office, out-of-
town business, or special occasion in need of
special recognition. As a business, we understand
the needs of public and private organizations. As

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parents and family members, we understand the
needs of setting special time apart from other
events in our lives. We strives to accomplish these
goals.
Market summary
We analyzed the need for our event
programming as the people in Chennai are living in
a rotten life to put-forth on special accessions.
Target Market
Colleges
Corporate bodies
Families
Market demographics:
Our company has the following geographic,
demographic & behavioral factore
Geographic’s
We have Chennai as our target area. As
Chennai has several number of corporate bodies
and having a number of colleges. We plan to serve
them in an effective manner.
Demographic
We are having more than 200 corporates &
more than 150 colleges in Chennai. We use those

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companies profile and colleges as the database for
our business
Behavior Factors:
They spend a lot for entertainment
Since they are very busy in their schedule they
will be not able to organize an occasion at
families or offices.So we come forward to help
them in that aspects
They prefer new changes in the environment &
want to experience it.
Market Needs:
People intend to celebrate occasions in a different
manner. But they don’t have the idea to execute it.
Therefore we come forward to help them.
They are very busy in their schedule they will be
not able to organize an occasion at families or
offices.So we come forward to help them in that
aspects
Market Trends:

Nowadays people are interested in only

enjoying an occasion.

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 They are not interested in taking the burden of
managing & organizing the occasions.
They want to celebrate their occasions in a
different maner.
Market Growth:
Nowadays corporate & colleges keeping on
increasing in number. Therefore we have increasing
in number of chances which will directly increase
our market growth.

swot analysis

strength :
Chennai is booming in its IT sector,
So conferences, Trade shows are conducted
oftenly.
Symposium, seminar series is conducted oftenly in
b-schools and engineering colleges.
Our targets Consumers will think these kinds of
outsourcing company may add value to their
events.
Most places they wont have experience to organize
these events, it is our major strength.
Event organizing itself is a difficult thing to do.

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Weakness:.
Mostly consumers are unaware about these kinds
of companies in Chennai.
We’re not providing hall facilities for that occasions.

Opportunities:
Booming IT sector is an opportunity.
People prefer new changes in the environment &
want to experience it.
They have no time.

Threats:
If our company established its standards in modern
Chennai, lot of competitors may arise.
People perception was that their functions should
be organized 9by themselves only.
They think that if they go for an external source for
organizing, it would be expensive.
Threat is from local event organizers in low cost.

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Competitions:
Our competitors are college students in case of
colleges because they used to organize their own
events.
In cases of corporate, they usually have their own
department to do these kinds of activities.

Services offerings:
These are the various services we offer,
• Symposia
• food Meetings
• Trade Shows
• Corporate Meetings
• Seminar Series
• Family celebrations
• Conferences .
Key success:
Our keys to success include the commitment to
quality by every person who is part of our
team. Each of us will be responsible to push
ourselves to a higher level of professionalism in
three areas:
Consistent, accurate fulfillment of the
client's wishes.
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 Competitive pricing for the quality of
services offered.
Significant profit made on each event
planned.

Critical issues:

We should first get enough opportunities in

arranging the occasions

The expectation of the specialized co

coordinators should be satisfied

We have to fulfill the Expectation of the

customers.

We should achieve Break even as per plan

Feedback from the customers to be taken

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MARKETING STRATEGIES
Our marketing strategy will convey the focus
on the comfort, punctual and providing same
quality result every time.
Mission Statement:
We provide consistent, predictable
professionalism, we will ensure a worry and hassle-
free event at a reasonable price.
. we will strive to provide the same predictable
and professional working environment to our
employees and contracted vendors, justly
compensating them for their services. .
Keeping in tune with the needs of the market,
utilizing the latest technology and trends, all while
ensuring the client receives the individual attention
they deserve.
Marketing Objectives:
Our marketing objective mainly aim’s for high
recognition amongst people. For a steady increase
in our customers, which in turn will increase our
revenue. The next objective is to make the people
understand the quality of our service.

Financial Objectives:
 To have a steady growth in our revenue.

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  To acquire the leading market share in the
event management sector in Chennai.
 To break even at the earliest.
Positioning:
“Same Quality Results Everytime”
Evenz wants people to know that it is a brand
which provide a constant & a sturdy quality result
in whatever occasions organized.
Strategies:
The first marketing strategy that our business
adopts is to achieve a maximum recognition
amongst people for which we use more of public
relations, print media,e-mails & radio. At this phase
we would like to explain few aspects like occasions
services that we provide & their prices. The final
strategy would concentrate on sustaining the
brand image for which we would use the given
chances in a effective manner which will speak for
us forever.
Marketing Mix:
Evenz uses the following approaches:
 Pricing: Pricing is based on the type of
occasion

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  Promotion: As mentioned earlier, we are
using medias like Sunday chronicle , Radio ,
Hindu(on Sundays)
 Channels of Distribution: We perform the
service thru specialized persons.
 Customer Service: meeting their
expectations economically & qualitatively.

FINANCIAL ANALYSIS

INITIAL EXPENSES

Advance for rent : Rs.600000

Building Renovation : Rs.100000

Two wheeler : Rs.100000 ( 5nos)

Van : Rs.1200000 ( 2 nos)

Tata Ace : Rs. 500000(2 nos) TFC =Rs.2500000

COST PER MONTH

Rent : 60000

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 Salaries

Managers(2) : 16000

Assistants(10): 50000

Receptionist(1): 6000

Drivers(4) : 16000

Other expenses : 10000 TVC/yr = Rs.1896000

Cost per Event

Event Infrastructure CATERING

Othe Tota
rs l
Symposi 5000+3000+= 1500+3000+10000= 2000 2
um 8000 14500 450
0
Dinner 7000+3000=10 3000+4000+15000= 2000 3
meeting 000 22000 400
0
Trade 50000 Nill 2000 5
shows 200
0
Marriage 10000+4000=1 3000+4000+15000= 6000 4
Receptio 4000 22000 200
n 0
Seminar 5000+3000+= 1500+3000+10000= 2000 2
s 8000 14500 450
0
Corporat 5000+3000=80 1500+2000+7000=1 3000 2
e 00 0500 150
meeting 0

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 Price per Event

Event Capacity Price= Cost + Profit

25 to 30 %
margin
Symposi 500 30000 5500
um
Dinner 500 50000 16000
meeting
Trade 50 stalls 65000 13000
shows
Marriage 500 55000 13000
Receptio
n
Seminar 500 30000 5500
s
Corporat 50 30000 8500
e
Meeting

Revenue Calculation

Total
Month Sympo D.Meet T.Show M.Recep Seminars Corp.Meet
Revenue
Jan 2*3000 5*5000 1*6500 810000
5*55000 1*30000 1*30000
2008 0 0 0

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Feb 3*3000 4*5000 1*6500 845000
6*55000 1*30000 1*30000
2008 0 0 0
Mar 2*3000 6*5000 695000
* 5*55000 1*30000 1*30000
2008 0 0
Apr 3*3000 5*5000 730000
* 6*55000 1*30000 1*30000
2008 0 0
May 2*3000 4*5000 595000
* 5*55000 1*30000 1*30000
2008 0 0
Jun 3*3000 6*5000 780000
* 6*55000 1*30000 1*30000
2008 0 0
July 2*3000 5*5000 755000
* 7*55000 1*30000 1*30000
2008 0 0
Aug 3*3000 4*5000 680000
* 6*55000 1*30000 1*30000
2008 0 0
Sep 2*3000 6*5000 695000
* 5*55000 1*30000 1*30000
2008 0 0
Oct 3*3000 4*5000 680000
* 6*55000 1*30000 1*30000
2008 0 0
Nov 2*3000 5*5000 1*6500 820000
7*55000 1*30000 1*30000
2008 0 0 0
Dec 3*3000 6*5000 1*6500 845000
6*55000 1*30000 1*30000
2008 0 0 0

Jan 2*3000 5*5000 1*6500 810000

5*55000 1*30000 1*30000
2009 0 0 0
Feb 3*3000 4*5000 1*6500 845000
6*55000 1*30000 1*30000
2009 0 0 0
Mar 2*3000 6*5000 695000
* 5*55000 1*30000 1*30000
2009 0 0
Jun 3*3000 6*5000 780000
* 6*55000 1*30000 1*30000
2009 0 0
July 2*3000 5*5000 755000
* 7*55000 1*30000 1*30000
2009 0 0
Aug 3*3000 4*5000 680000 Apr
* 6*55000 1*30000 1*30000
2009 0 0 2009
Sep 2*3000 6*5000 695000 May
* 5*55000 1*30000 1*30000
2009 0 0 2009
Oct 3*3000 4*5000 * 6*55000 1*30000 1*30000 680000

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2009 0 0
Nov 2*3000 5*5000 1*6500 820000
7*55000 1*30000 1*30000
2009 0 0 0
Dec 3*3000 6*5000 1*6500 845000
6*55000 1*30000 1*30000
2009 0 0 0

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Sales Forecast:
The company starts in Jan 1st 2008, where the
sales revenue is Rs.89,30,000/-at the end of the
year. We forecast that It will have an hike of 10% in
the upcoming year which is Rs.98,23,000/-.

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 CONTROLS

 Expenses: We control our expenses by out

sourcing rather than to own that materials.
 Customer Satisfaction: Frequently we have
to evaluate our clarity of job by feedback forms
from customers.
 R & D: We have to shift to new technologies
updated.
 Peak and Off Season management.
 Occasions depends on Religious races.
 Maintain our loyal customers.

Implementation Milestones:

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  Business plan prepared on November 2007
 Company Emerges on 1st Jan 2008.
 Break-evens at 15th May 2008.
 Opens the 2 branches on Jan 2009.

Contingency Planning
Major Risks:
 If people are not interested

 If we don’t get good opportunities to perform

 If people fail to recognize us

Alternate Solutions
We will conduct some concerts on our own to
showcase to the people “Who we are?” & “What we
are capable of?”

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