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A Project Report On Event Management A Detailed Study Done in
A Project Report On Event Management A Detailed Study Done in
A Project Report On Event Management A Detailed Study Done in
STUDENT NAME
MARIA ANWAR
(FA18-BCS-001)
SUPERVISOR NAME
AMNAH FIRDOUS
2019
ACKNOWLEDGEMENT
Table of Content
Introduction about the Company
1. INTRODUCTION
2. RESEARCH METHODOLOGY
2.4 METHODOLOGY
8. BIBLIOGRAPHY
An event is a live multimedia package carried out with some special concept,
modified to achieve the clients’ objectives
If the manager does not have time to do this then the event
organization should consider hiring a PR company.
Direct Marketing
This is delivering the promotional message directly
to the interested individual. The basis of direct marketing is the
establishment of a strategy to best reach those individuals. 15 The
mail out is the most common traditional method. The database can
be created from previous events through competitions, inquiries,
guest books, and point of sale information or just by asking the
participants if they would like to receive information on other similar
events.
1.2 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. Huge amount of 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. 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.
3. Media cost inflation – Due to rising inflation which has been
eroding the advertising budget, advertisers are demanding the beat
return from every 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.
4. Proliferation of various media channels, therefore the
requirement for intelligent media buying.
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.
Importance of Infrastructure
Event Venue
EVENT Organizer Event Infrastructure Target Audience Media Venue Client 31
The two types of venue are as follows:
In-house Venue:
1. 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.
2. The use of such venue is reserved for the employees of the
company or the residents of the campus.
3. Most in-house venues do not need to be paid or even if a
payment is involved, it may be open for favorable negotiation.
4. The main advantage of in-house venue is the huge saving in the
costs incurred in hiring the venue.
External Venue:
1. Any venue over which neither the client nor the professional
organizer have any ownership rights is called an external venue.
2. These are venues open for the general public. Example: Hotels,
Stadium etc, etc…
CHAPTER 2. RESEARCH METHODOLOGY
2.1 OBJECTIVE OF THE STUDY
To study Event marketing as a Generic Promotional Tool:
1. The objective of this study is to understand
the following things:-
• concept of event marketing
• Its benefits and
• Implementation process.
2. To evaluate the effectiveness of Event Marketing as a
promotional tool.
3. To identify the problems associated with event marketing in
the Indian scenario.
4. To offer suggestions for improvement to make it a more
productive investment.
4. Understand and manage the event in the best and effective way.
Research Design
Descriptive research is used for this study. A survey was conducted through a
questionnaire by which an analysis was drawn.
• Five years of research has shown that events can play a strategic role
in driving business value within every organization.
Although the results of this year’s survey suggest that the current role
of event marketing may have slipped slightly in companies’ marketing
mix, the data also shows conflicting information in so far as event
marketing remains the marketing element that provides by far the
highest returns on investment.
The most common reasons given for event marketing’s high returns on
investment come from the fact that it provides the greatest
opportunity for direct, in-person, face-to-face contact (58%).
Example:
Event : Holi
• The present study has been undertaken to get the first hand exposure on the
mindset of people towards Event Marketing concept & 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 50 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.
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.
Some of the methods are listed below. Following them can ensure a
cost effective implementation of the event marketing.
It is important that least 50-60% of the people attending the event are
targets of the product to be promoted. It is also important to evaluate
the value-added benefits that the venue or the trade show organizer
makes available to your business. Make sure you find out if they allow
access to the attendee mailing list so you can implement a pre-mailing
process in order to promote your one-day trade show special, as well as
the location of your booth. Make sure you get participant contact
information before the event as well as after. Other value-added
benefits that can be expected from the show organizer include: being
included in participant email distributions promoting the event, as well
as an advertisement in the event show guide.
WEBSITES
www.indiatradepromotion.org
www.exhibitionsindia.com
www.supercommindia2004.com
www.branders.com
www.eventmarketer.com
www.marketersadvantage.net/articles.htm?k=Network%20Marketing
www.mobilemarketingjoblist.com
www.fundsmanagementworld.com/india
www.sbinfocanada.about.com/cs/marketing/g/promotion.htm
www.wilsonweb.com
www.marketingnpv.com
www.india.gov.in/business/growing_business.php
www.frost.com/prod/servlet/events-asia-pac.pag
www.indialine.com/events/automotive.html
www.hindustantimes.com/3g/
www.informatm.com
www.MrSeeker.com