Event Industry

A REPORT
ON
ANAYLSIS OF EVENT
INDUTRY
Submitted By
Dixit Bharti
20BSP0726
Flypscene
Entertainment
Chandigarh
A REPORT
ON
ANAYLSIS OF EVENT INDUTRY
SUBMITTED BY
Dixit Bharti
20BSP0726
Flypscene Entertainment
A Report Submitted in a
Partial Fulfilment of the
Requirement of PGPM
Program of
IBS Mumbai
Distribution list:
Company Guide Faculty Guide

Mr. Naval Gazta
Dr.C V Joshi
Head Manager
IBS Mumbai
Flypscene Entertainment
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Dixit Bharti (20BSP0726)
AUTHORISATION
I, Dixit Bharti, hereby declare that the Summer Internship Program Report,
entitled " Analysis of Event Industry ", submitted in partial fulfilment of the
requirements of PGPM Program of ICFAI Business School, Mumbai, is a
record of original work done by me under the supervision and guidance of
Dr.C V Joshi, ICFAI Business School, Mumbai and it has not formed the
basis for the award of any Degree/Fellowship or other similar title to any
candidate of any University.
DIXIT BHARTI
20BSP0726
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ACKNOWLEDGEMENTS
It gives me immense pleasure to present this report titled "Analysis of

Event Industry". I would like to express my heartfelt gratitude to
Flypscene entertainment for considering me to undertake this
internship and allowing me to explore and learn a lot in the area of
events and marketing.
I would sincerely like to thank our Project Head - Mr. Naval Gatza for
this guidance and constant support throughout the course of this
internship. I would also like to thank my Team Leader - Mr. Vishal
Joon for his remarkable training and advices related to any issue that I
encountered. I would thank the Team for their continuous support and
encouragement.
I am deeply grateful to my Project Guide - Dr. C V Joshi for guiding

me throughout by providing his vital suggestions, comments and
feedback. Without his support this report wouldn't have been the same.
Last but not the least, I am very thankful of ICFAI Business School,
Mumbai for providing me the opportunity to do the summer
internship program and making it a partial requirement of the PGPM
program.
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TABLE OF CONTENTS
AUTHORISATION..................................................................................................................iii
ACKNOWLEDGMENT...........................................................................................................iv
TABLE OF CONTENTS......................................................................................................v-vi
ABSTRACT.............................................................................................................................vii
EXECUTIVE SUMMARY....................................................................................................viii
INTRODUCTION......................................................................................................................1
Planting of the seed................................................................................................................1
About FlypScene Entertainment............................................................................................1
INDUSTRY ANALYSIS...........................................................................................................2
Introduction to the Event and Marketing Management Industry ..........................................2
Event and Marketing Management in 2021...........................................................................3
Event and Marketing Management as a Career……………………………………..4
Growth of Event and Management in Today’s World and Latest Trends………4-6
Competition Analysis……………………………………………………………….7
SWOT Analysis..................................................................................................................8-9
SUMMER INTERNSHIP WITH FLYPSCENE ENTERTAINMENT..................................10
Job Profile as an Event and Marketing Manager.................................................................10
What is Event and Marketing Manager...............................................................................11
FypScene Event and Marketing Manager Role’s and Responsibilities..........................11-13
Customer Service.................................................................................................................14
Providing Customer Support via Social Media...................................................................14
Marketing Strategy..............................................................................................................15
Products or Services.............................................................................................................15
Price......................................................................................................................................16
Promotion…………………………………………………………………………..16
Location……………………………………………………...............................16-17
Target Market……………………………………………………………………..17
Market Position……………………………………………………………………17
Recent Events of FlypScene with Venues………………………………………....17
CHALLENGES FACED AND OVERCOMING THEM………………………...18-21
FINDINGS/LEARNING....................................................................................................22-24
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ROLE OF DATA IN EVENT AND MARKETING MANAGEMENT............................25-28
LIMITATION IN EVENT AND MARKETING MANAGEMENT.................................29-30
CONCLUSION........................................................................................................................31
BIBLIOGRAPHY....................................................................................................................32
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ABSTRACT
Summer Internship Program is a program undertaken by Students of IBS
Mumbai under the guidance of their respective faculty guides.
This program helps the students to gain practical experience by completing
various task or projects given to them by their respective Companies
Summer Internship normally last for a period of 3 months were it helps the
students to learn and develop various new skills that will be helpful for their
future endeavors.
The Summer Internship Program that I have undertaken is the process of
event and marketing management.
The Company which has given me this opportunity is Flypscene
Entertainment.
I am given the post of an Event and Marketing Manager for Chandigarh,
Mohali, Panchkula and my primary responsibilities were: Event Planning,
Marketing, and Venue Management
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Executive Summary
Student Name: Dixit Bharti Enrolment Number: 20BSP0726
Name of the Organization: FlypScene Entertainment
Industry Type: Event & Operations
Title of the Project: Analysis of event industry
Objective of SIP: To gain Insights into the working, technical competence, operational
skills & specialization that is required organize and successfully complete FlypScene’s
events at Chandīgarh Tricity’s venues.
Background: It all started in 2018, while working for an MNC for events and Marketing, our
founder’s head got intrigued by the concept of Corporate and Entertainment Events and IPs.
That’s exactly when they started working on the Conceptualization of an organization which
provides with new solutions for entertainment to the audience.
Market Research begun and an analysis of the Global Entertainment industry was studied for
a good period of over a Year.
New trends were observed and adapted. Networking was being carried out. Ground Work
was being carried out to hit the Market with a bang.
Founder’s vision was, ‘’ If any of my Event is same as my previous one, It
cannot be as entertaining as it is in the first time. Entertainment is all about
bringing in something new, which can intrigue the audience at the show, making
it a memorable experience for them.
Methodology: For Masters of Business Administration (MBA) students, only theoretical

knowledge is not enough for handling real- life business situations. It is a great opportunity
for the student to know about real business operations through the internship program. The
internship program is the perfect blend of theoretical and practical life experience. As per
the requirement for completion of the internship I prepared this report on “Event
Management Operation of FlypScene”, which includes the study of various international &
domestic Event management and settlement process and business analysis of the
FlypScene
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INTRODUCTION
When the world was recovering from the worst pandemic hit, everyone was busy adapting
with new ways of life and getting back on track, Sarthak Gupta along-with some of his long-
time buddies, thought of bringing-in new concepts of events and entertainment IPs to the
market.
Planting of the Seed

It all started in 2018, while working for an MNC for events and Marketing, our founder’s
head got intrigued by the concept of Corporate and Entertainment Events and IPs. That’s
exactly when they started working on the Conceptualization of an organization which
provides with new solutions for entertainment to the audience.
Market Research begun and an analysis of the Global Entertainment industry was studied for
a good period of over a Year.
New trends were observed and adapted. Networking was being carried out. Ground Work
was being carried out to hit the Market with a bang.
Founder’s vision was, ‘’ If any of my Event is same as my previous one, It cannot be as
entertaining as it is in the first time. Entertainment is all about bringing in something new,
which can intrigue the audience at the show, making it a memorable experience for them.
ABOUT FLYPSCENE ENTERTAINMENT

Finally, to bring their vision, ideas and beliefs to reality, our founder along with the Ace-
Team, hit the Entertainment industry with their first show in January 2021.
The name came out of a simple thought which was to give the audience a new and more fun
experience in each show or event that we host, developing it as our Unique Selling Point. We
Flip-The-Scene at each show and event, taking things a notch higher.
Despite of facing immense difficulty because of the Global Health scenarios, Flyp Scene
Entertainment team did not sit back but rather ensured all necessary actions to deliver the best
curation, execution and experience to the market, marking their space with all the safety to
fight and win over these concerns.
Flyp- Scene Entertainment provides with End-To-End Entertainment and Corporate event
solutions. Flyp Scene Entertainment delivers a premium quality and standard at all their
events and shows and that cannot be compromised at any cost.
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INDUSTRY ANAYLSIS
Introduction to the Event and Marketing

Management Industry
Event Management is a multi-crore industry with mega shows and events hosted regularly.
In India, personal functions like marriages and birthday parties have become important
social matters, and have to be professionally managed. The growth of sophisticated and
mega companies has brought forth a spurt of meetings, seminars, exhibitions, conferences,
product launches with everything being a matter of class and style. Then comes the
innumerable celebrity shows, international artists show, shows for a cause, roadshows,
competitions, that India has seen of late. More than 2000 companies have forayed into
events. The early 90s have seen events spend at a mere 20 crores but now it has increased
to over 5000 crores. Growth is therefore 35% annually. The Experts have estimated event
management to be a 50000 crore industry by 2020. But surprisingly, research showed that
there was no formalized education to teach event management and Companies found their
executives not up to the mark to handle events. It was not so easy to train because event
management includes organizational skills, technical knowledge, P.R., marketing,
advertising, catering, logistics, decor, glamour identity, human relations, the study of law
and licenses, risk management, budgeting, the study of allied like television and other
media and several other areas.
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Event and Marketing Management in 2021
Whenever 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. Event
management is a process of organizing a professional and focused event, for a
particular target audience. It involves visualizing concepts, planning, budgeting,
organizing, and executing events such as fashion shows, musical concerts, corporate
seminars, exhibitions, wedding celebrations, theme parties, product launching, etc.
Event Management is a multi-million-dollar industry, growing rapidly, with mega
shows and events hosted regularly. Surprisingly, there is no formalized research
conducted to access the growth of this industry. The industry includes fields such as the
MICE (Meetings, Incentives, and Events), exhibitions, conferences, and seminars as
well as live music and sporting events. On the professional side, event management is a
glamorous and exciting profession that demands a lot of hard work and dynamism. The
logistics side of the industry is paid less than the sales/sponsorship side, though some
may say that these are two different industries.
Top Event Management Companies in India
1. Wizcraft
2. Percept
3. Tafcon
4. Showtime group
5. WOW Events
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Event and Marketing Management as a Career
Event and Marketing management is a career full of opportunities to showcase creativity. It

is a form of marketing and advertising which is glamorous and thrilling. It requires a lot of
hard work and effort however also offers enormous scope. Events and occasions are an
essential part of our lives. Every now and then, there are events small or big like birthday
celebrations, engagements, weddings, commercial events like musical concerts, award
functions, marathons are a few of them. We just can’t ignore them. We all have attended
such events. The professionals who work hard and put in their efforts to make these events
successful and memorable are the Event Managers. A career in Event management has
turned up as one of the most profitable opportunities. There is a huge growth in the number
of companies/individuals organizing and hosting events in India. However, the supply of
qualified event managers is insufficient compared to the growing demand. This gives rise to
the immense scope of employment and earning. Event management is mainly about
organizing a perfectly synchronized, well-planned, and focused event for a target audience.
It involves budgeting, organizing, and executing events such as product launches, fashion
shows, musical concerts, corporate seminars, exhibitions, theme parties, among others.
Much investment is not required in this field and offers a lot of scope for creative
expression, hence has become one of the most lucrative options.
Growth of Event Management as an Industry in Today’s

World
An industry that will grow multifold
The events industry is creative and regularly innovating. It is adapting continuously to new
technology and has the potential to survive adverse economic and political circumstances.
Creative content and constant innovation have played a key role in enhancing the growth of
the industry.
The largest users of events are the Media and Entertainment and Telecom industry.
Numbers tell the growth story
The EEMA [Event and Entertainment Management Association] brought out a report
in
September 2017. Some of its significant findings were,
 The Indian Events industry is expected to cross the 10,000-crore mark by

2021.
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 This figure represents the organized events in the country. Only 50% of the total
industry.
 The figure also excludes induced revenues.
 Direct benefits such as telecast rights are also excluded in this figure.
 By the year 2022, it will have a value of US$ 2 billion.
 It has been growing at the rate of a 16% CAGA overpowering the

Entertainment and Media industry growing at an 11-13% CAGA.
 In the coming y
s, it is expected to grow at a rate of 20%
Contribution of various segments to the total revenue of events

industry
 Digital Events are the most popular and are earning heavy revenue for organizers
today. These are expected to contribute 8% of the total industry revenue.
 The Managed Events segment has the potential to generate 53% of the total
revenue in the coming 4 to 5 years.
 Activations have the second-highest potential at 22%.
 Intellectual Property events account for only 2% of the total number of events.
They contribute 17% of the industry’s total revenue. 75% of clients of event firms
are corporates. Among these 36% are Indian companies and 19% are The
Government and Public Sector contribute 11% of the total business.
 High Net Worth individuals contribute 9% and associations constitute the
remaining 5% of clients.
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Reasons for growth
We can attribute the growth of the industry to digital activation and rural expansion.
Growth in the number of mini-metros has also played a key role. The rise in the number
of sports events and increased Government marketing initiatives has given the events
industry a new face. The last
decade has seen a leap in the number of reality shows in the west and India too has
followed the trend.
We find that purchasing power of people is increasing and hence there is an increase in
product launches. The number of personal and family events has also increased.
Latest trends in Event Management
 Mixed reality, a combo of the virtual and real is becoming a constant in today’s
events. The latest technology makes it easily available and affordable for the
masses.
 AI has a role to play from the time of conceptualization of events till the
organizers collect feedback.
 Crowdsourcing is a norm today.
 Old is gold, novel ideas from the past are getting back to the
mainstream.
 Venues are no longer stadiums and convention centers.
 Real-time data is being used for deciding the shape and course of events.
 Event security is one of the priorities of organizers.
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Competition Analysis
Competition analysis for event management allows you to identify event opportunities and
take into account the dangers associated with particular business activities. That’s why
event organizers analyze the market and their competitors before planning and event
organization.
Competition Analysis Reasons
The careful analysis of actions helps to develop optimal solutions and actions for the
successful development of your enterprise. Effective event management competition
analysis and the alignment of a business strategy
depend largely on the ability to predict the reactions of competitors to certain
business events.
FlypScene’s Competitors
The field of Event Management is a very competitive sector and to survive in the
competitive market each and every event management company are taking different types
of planning, strategy, and competing with each other. Nowadays in the Tricity of
Chandigarh, different event management companies exist where each and every one is
competing with one another to keep their appearance in the market. During my internship
period, one of my major responsibility was to monitor the activities of the competitor of
FlypScene. The list of major competitors of FlypScene in Chandigarh are given below-
 Story creator
 EYP Creation
 Royal Aura
 Champagne Shower
 The Magicians
 Gaah
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SWOT Analysis
Strengths
These are the features of the event and marketing management (conference,
workshop, and training course) that can contribute to the project’s goal. Think
about what is a strong feature of your event.
 Exceptional leaders – if you organize an event and you can offer its attendees
contact with someone who is an authority in a given industry, it will certainly be
your strongest asset.
 Experienced and motivated team – working with people who know what to do
and at the same time work with commitment – regardless of whether they are
volunteers or professional event coordinators – increases the chance of success of
the event.
 Effective solutions for event management – an efficient online event registration
and payment processing system certainly supports the success of the event.
 Effective tools for the promotion of events – if you operate in the event industry,
you already know that without marketing in the social media promotion isn’t
really possible.
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Weaknesses
These are the features of the event and marketing management that can prevent you from
achieving your goals. Think about the weaknesses of your event.
 Lack of sufficient financing for the event – organizing events with an insufficient
budget may contribute to its failure. Check if you have the right buffer in case of
unforeseen expenses.
 Inexperienced event team – if there is a large staff turnover in your event team,
this is definitely a weak side. You have to start working on it ASAP. There is
nothing worse for an event than an inexperienced, uninformed employee on the
first line of contact with your client.
 Inefficient registration and event management system – check whether the system
you use is efficient. If it hangs up, runs slowly, loses data, can’t handle immense
Internet traffic, or is complicated, it is time to change it.
Opportunities
These are external factors that can be helpful in achieving event and marketing management
goals.
 Little competition – if you operate in a niche market, you have the chance to
strengthen your position and prepare for the times when your competitors
become strong.
 Favorable economic conditions – the market situation is your ally, use it to prepare
for potential “bad times”.
 Support from local authorities – if you have the opportunity to cooperate with
local governments or local respected NGO’s it is great! Use this chance to work
on the image of both, the event and your company.
Threats
These are external factors that may prove detrimental to the achievement of the event and
marketing management’s goals.
 Strong competition – this isn’t a reason to give up organizing events in a given

industry, but it can be a significant factor affecting the achievement of your goal.
 Bad weather – this is a particularly serious threat when organizing an outdoor
event.
 Unprepared infrastructure – choosing the place of the event, which is still “under
construction”, but for the time of the event is to be ready, may expose you to
Murphy’s merciless law.
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Summer Internship with FlypScene
Job Profile as an Event and Marketing Manager

I was working as an Event and Marketing Manager at FlypScene overlooking the
Event Planning, Marketing, and Venue Management of FlypScene’s events in
Chandigarh, Panchkula, and Mohali.
I am responsible for FlypScene on behalf of managing the above- mentioned
job roles.
We partnered with various firms and companies in order to be able to deliver the most
comfortable and enjoyable experience to the clients. For instance, we partnered with Book
My Show Pvt. Ltd. for the online ticketing of our shows and also introduced the End-to-End
RFID Card Solution to our events. we partnered with Book My Show Pvt. Ltd. for the online
ticketing of our shows and also introduced the End-to-End RFID Card Solution to our events.
What are RFID Cards?

RFID Cards are digital cards which are Topped-Up with money which the client can utilize to
make purchases at the event venue. These cards event. These cards are charged up with
whatever amount the consumer desires to spend in the venue and thus the sale proceeds are
collected at the gates of the venue itself. These cards are then swiped on the BMS Mobile
devices with pre-installed menus to make purchases by the consumer groups inside the venue.
Basically, in alcohol friendly environments, handling huge amounts of cash is difficult for
the people. Even the Credit and Debit card spenders have a tendency to go over their budget
in such environments making them not like their experience post the event sometimes which
is bad in terms of client satisfaction.
Often there are problems like non billing of the event sales or delay in service due to
excessive crowd and hassle, which basically kills the sale proceeds collections creating a
mismatch in the sales and the post event inventory.
How RIFD Cards were useful?

RFID Cards solve out all these problems and make it very easy to punch the orders on the go
and thus reducing the hassle of the Stewards and Consumers both. The service time reduces
and the sales become perfectly transparent to the venue, staff and the organizers.
It removes the chances of any kind of sales irregularity and errors even at the most peak
crowded events and shows. The ease of these cards also made the consumers have an
incredibly enjoyable and fun experience as they had less to worry about and more to enjoy.
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What Is an Event and Marketing Manager?
An event marketing manager oversees the development and delivery of events held to
promote a company, brand, or product. In this role, your job duties include managing a
team of event planners and consulting with the company’s marketing and sales strategists
to determine how to successfully produce public or private events, such as pop-ups,
tastings, or openings. Qualifications for this career typically include some education in
event management or a few years of related experience. You should be familiar with event
management and coordination and have excellent verbal communication and leadership
skills.
FlypScene Events and Marketing Manager Roles and

Responsibilities
An event needs to be managed well if it wants to achieve its goals. Event management
involves a whole heap of tasks and event management responsibilities; from the mundane
and simple to the stressful and complex. FlypScene’s events wanted to deliver maximum
results and needed a good Event Manager. Below mentioned are the roles of FlypScene’s
event manager anyway and the event management responsibilities they have-
Initial Phase
 Help develop our events from proposal right up to delivery, including:
 Set, communicate, and maintain project timelines and priorities

 Develop contacts to secure appropriate and good-value venue hire
 Liaise with external suppliers including venues, caterers, speakers, etc
 Organize appropriate sponsorship and co-badging of external events
 Work with our graphic designer to develop promotional materials

 Maintaining and updating website content for conferences, events, and
seminars
 Implement systems with the administrator to manage invitations, sign up, guest
list, discounts etc.
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Mid Phase
 Make a List of target Clients/Companies.
 Communicating with target audiences and managing customer

relationships.
 Liaising with designers and printers.
 Maintaining and updating customer databases.
 Organizing and attending events such as conferences, seminars, receptions,

and
 exhibitions.
 Sourcing and securing sponsorship.

 Contributing to, and developing, marketing plans and strategies.
 Monitoring competitor activity.
 Supporting the marketing manager and other colleagues.
 Attend Various Customer events.
 Delivering presentations to the clients.

 Writing and presenting a Business proposal and PowerPoint
presentation slide to clients and senior management.
 Writing various E-mail and proposal letters and send them to clients and senior
management.
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On Ground Phase
 Deliver events on time, within budget, that meet (and hopefully exceed)
expectations.
 Ensure excellent membership service and quality delivery
 On-the-day management of events
 With input from the Project Team each year, I developed, maintained, and
delivered on an annual plan for events that ensured a balance between all the parts
of the event team, thus delivering the best party events in Chandigarh.
 Plan event from start to finish according to requirements, target audience,
and objectives
 Come up with suggestions to enhance the event’s success
 Prepare budgets and ensure adherence
 Source and negotiate with vendors and suppliers

 Be in charge of hiring personnel (DJs, waiters, etc.)
 Coordinate all operations
 Lead promotional activities for the event
 Supervise all staff (event coordinators, caterers, etc.)
 Approve all aspects before the day of the event

 Ensure event is completed smoothly and step up to resolve any problems
that might occur
 Analyze the event’s success and prepare reports
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Customer Service
Providing great service is an essential component of organizing a successful event, and
FlypScene realizes this. When arranging an event, companies can make customers happy
by anticipating their needs and offering them service which goes beyond their
expectations before and after the event takes place. Maintaining a high standard of
customer service is particularly important for an event management company like
FlypScene since it helps generate positive word of mouth and referrals.
When organizing an event, consider the following tips that will help companies
offer a better service experience and create a lasting impression.
Providing Customer Support via Social Media

The need for a strong social media presence has become crucial for event companies since it
provides an efficient way to create buzz about the event and invite people. Companies can
create events on social media websites such as Facebook where guests can be RSVP’d.
Alternatively, an e-invite can be emailed to the guests, which can be presented (On mobile
phone) for entry. Social media channels also make the lives of customers easier as they can
easily inquire about information. FlypScene ensured that information on social media is
updated on a regular basis and all customer queries are responded to in a timely manner.
This creates a positive first impression about the company organizing the event. If there are
any changes such as event time or venue, reach out to your customers proactively and
inform them about the change
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Market Strategy
Every business needs to construct, maintain and continually evolve an integrated
marketing communication system. Such a system is comprised of advertising, publicity or
public relations, and personal selling with all parts focusing on the firm’s targeted
customers and delivering a consistent and reinforcing message that extols the benefits of
the firm’s products or services. Entrepreneurs who fail to communicate with their
customers run a serious risk of declining sales. Their silence may be perceived by
customers as a lack of interest on the part of the business. So as new entrepreneurs,
FlypScene needs to identify our potential targeted customers and make a structure of
marketing communication system to maintain a decent communicative relationship with
those customers.
Products or Services
Business means to make a profit by selling products or services and satisfy the customers
by fulfilling their needs. At FlypScene, we are not selling products directly whereas it is
more about providing service. Arranging various events is our main service including the
main outfit. FlypScene’s service is not only about the outfit but also about interior
designing, architecture, printing & packaging, annual meeting/ seminar/ conference/ fair/
exhibition, etc. arrange and decorate, arrangement of the national and international concert,
catering, whole decoration including the place, music system, photography, rent a car,
Mehendi on hand, distributing invitation cards, etc. We mainly try to work with colors and
try to give a colorful flavor. We hire the special teams who mainly work as our agents.
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Price
In pricing strategy, it varies from event to event depending on how much they want to
spend for their event. The more they will spend the more it will be creative and gorgeous.
From customer budget, we usually fix how much will be spent on what sector. But still,
we have three kinds of the package at three different prices. Depending on the season our
price even varies.
Depending on the pick and off pick season the price varies from event to event. December
and January is winter season and very suitable for any event such as a concert, wedding
ceremony, annual general meeting, etc. June, July is also considered as our picking season
because lots of people come from abroad to get married or to attain friends and relative's
weddings. So the price is a little higher during this time from the whole year. At
FlypScene, we try to give a discount to our clients from our agents so that it becomes
beneficial for our clients. At the same time, it’s beneficial for our agents too because they
are getting all of our customers. To give this kind of facilities we have to go for a contract
with our agents that if we send our customers to them they will honor them by giving a
discount.
Promotion
Promotion is a sales presentation that is non-personal in nature and is paid by any
identified sponsors. Again, it is a form of communication intended to persuade an audience
to purchase or take some action upon products, ideas, or services. It includes the name of a
product or service and how that product or service could benefit the consumer, to persuade
a target market to purchase or to consume that particular brand. These messages are
usually paid for by sponsors and viewed via various media. Advertising can also serve to
communicate an idea to a large number of people but we are not available in any kinds of
advertisement through Tvc. As Event managers, the first and foremost thing is to make
company profiles, business proposals, and Facebook pages, Instagram handles for
advertising and promotion of our services. Actually, FlypScene’s targeted customers are
the youth of Tricity. So we choose clubs, malls and other such places for our
advertisements and promotion, where most of the time they are found to shop and hang out
with their friends. Besides, Facebook can play a vital role in the advertisement because
almost every person has his or her own account on Facebook. These activities for our
advertisements are applicable for future or after getting little bit known by the people. But
for the first time, we want to target our family members and friends to promote, and
gradually we will expand our networks in the future by social media platforms like
Instagram, Facebook, and by word of mouth.
Location
FlypScene is primarily based in Chandigarh, and operates in all of Tricity. Moreover, it is
very easy for the organization to communicate with all other clients or companies located in
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a different place, as a result, our executive can easily move on to that particular organization
for meeting purpose. So consider about location or place FlypScene is in a strong position.
Target Market
Every business should have a specific target market. Otherwise, it’s difficult to look
forward to what they want to sell and to whom their product will fit.
Cause any service or product is produced base on the target customer. FlypScene’s main
target market is the youth and club-going people of Chandigarh and its neighboring cities.
In our country still, people are not that much familiar with the term of Event management.
Moreover, they think it's money-saving if it is organized by themselves than an Event
planner. Whereas most of the time they forgot about the hassles that they might face during
the arrangement of the Event especially sourcing, securing, and arranging the necessary
element. But nowadays there are lots of people who really want to avoid this kind of
hassles and look for an Event planner. In this case, they are not that much concerned about
the money. They have a big budget for their event to give a versatile look of their dream.
Only for this reason at the very beginning, the target market is fixed to the youth and club-
going crowd. But we have hope that how the days will pass people will get an idea about
our work and will have faith in us our target market will spread more.
Market Position
FlypScene has already done a lot of club events with many renowned artists. The
innovative ideas and creativity have already got attention in the event management world
and took a prestigious preferable place. The many venues of Chandigarh Tricity where we
at FlypScene organized events with a huge success are- Lazy shack, Junglee bar, Ministry
of Bar Exchange, Grapho07, Chugli Cafe, Hyatt, The Reef, ASOD, etc.
Recent Events of FlypScene with Venues

 Double trouble at Lazy shack
 Bollywood night at Junglee bar

 Bolly bhangra night at Ministry of Bar Exchange
 Star night at Grapho07

 Frat house at Chugli Cafe
 Comedy night at Hyatt
 UK Punjabi Night at The Reef

 Sunday Sundowner at ASOD
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Challenges Faced and Overcoming Them
As an event and marketing manager of FlypScene, based in Chandigarh Tricity, I had to

deal with plenty of challenges.
Below I have mentioned the challenges I faced and how I overcame them with my various
working methods.
1.Overspending or not having enough money.
Getting into the black hole of a poorly crafted event fund is not something new. I am
certain that every event planner has faced this problem at some or other times.
The idea of ‘plan and spend as you go’ is what most of the event planners are incorporating
and hence, they wind up either spending more than the actual budget. Or sometimes it is too
late to realize what mistake they have made.
And hence, I framed an event budget for FlypScene and decided where and how to spend
my event funds as soon as the planning incepts were recommended. I did my research
regarding your event supplies, created a spreadsheet of estimated costs, and sat with the
team to finalize the budget.
2.Not considering little things.
And by little things, I mean those last minutes’ tasks and details that fall in- between at
the end moment. Though, when you fail to do them, they hit really hard.
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For instance, forgetting to take the specific technical equipment that you’d need or
changing the seating arrangement. Therefore, I thought it would be best to form a team.
The benefit of having a great team at FlypScene was that I did not have to remember
every single detail and do every little task by myself. I assigned tasks to my team and
followed up with them every week to know how things are falling. This is a productive
way to get things done without letting them fall into the cracks at the last moment.
3.Choosing the venue.
Selecting the perfect venue which suited my event was arguably one of the most important
things in event management and management I faced.
An event venue sets the theme for the event and many other subsequent details like
whether you’ll need decor or transportation and such things.
Thus, I chose a venue that was a fit for the event at FlypScene added a lot of value too.
Value can be anything of importance that is being facilitated with the venue like projectors,
free wifi, or other tech products.
Choosing a venue that added value to my event was one of the most important things
which drastically brought down my event management time and spending.
4. Uncooperative weather.
Uncooperative weather is an instant epidemic that can totally break your event within a
few seconds. And hence, I prepared myself with the backup supplies every time.
One might not be able to face a snowstorm or extreme heatwave but you can surely tackle
rain showers, light snowfall, or moderate heat with a little homework and having extra
supplies on hand.
For example, I prepared myself with umbrellas and ponchos in case rain is in the forecast. I
also stocked up juices, water bottles, and sunglasses.
Because of this, the attendees surely appreciated my forward-thinking.
Also, this way I got an extra opportunity to market the events of FlypScene through event
merchandise.
5.Running out of time.
I remember an event planner friend who always used to think that he had enough time to
pull off his next event. And he always ended up thinking why didn’t he start planning
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sooner? I made sure that I wasn’t like this in my work, management and planning.
Therefore, one thing I made sure of was to plan as soon as possible by outlining my short-
term vs. long-term goals.
Depending upon the complexity of my event and marketing goals, I figured out a specific
time to touch base on my progress on the calendar.
6.Too many people/ Overcrowding
Most of the time we got a larger than expected crowd at FlypScene, and thus we were
assured that our marketing tactics did wonders!
While a large crowd is what every planner dreams of but having them at the same place
would require some kind of crowd control and hence it is important to understand the
dangers of it. To overcome this, I was ready with adaptive strategies that can keep a large
crowd organized with proper signage in the entire event venue.
Also, I kept a track of how many people were planning to attend my event through the
discussions, engagement, and panels I held before the event. Figuring out these things
not only created a stress-free environment but also raised the level of trust among the
attendees and my team members regarding my planning skills!
7.Running out of time
With so many moving pieces and the event date quickly approaching, it’s easy to start
spinning your wheels, waste time, and sometimes feel hopeless.
Keeping this in mind, I created timeline months in advance and made sure that every item
assigned a responsible party and has a deadline. I went over the timeline with my team as
well as our client/partner’s team. Also, I build-in a bit of cushion time and created check-
in dates throughout to make sure that everything is on track or so that adjustments can be
made
8.Choosing the right vendors
Vendors are a necessary factor in almost every event. Everything from food and beverage to
social activities to the latest tech features is usually outsourced. Thus I had to find the most
reliable and fitting vendors for your event. I conducted my own research and also asked my
trusted network of colleagues and business partners for referrals. Then I started scouting,
initiate an open and sincere dialogue. I made sure to be upfront about my needs and the
budget to determine if there is a good match.
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9.Creating an engaging experience
Attendee engagement is one of the most important goals of every event. It was a challenge
for me that with varying interests, fatigue, and distractions working against the situation, I
had to create engaging and memorable events at FlypScene. Thus I created an engagement
strategy for pre-event, the event itself, and post-event. This helped a great deal in boosting
engagement before the event.
10. Securing Sponsorships & Partnerships
While sponsoring an event, the only motive of a sponsor is a multiple-fold ROI on their
spending. More event organizers are locking horns for on- boarding sponsors for the same
category. After all, it is their money that you’ll be using to make your event a success.
Thus I had to be more realistic and creative in reaching out to sponsors. I made sure to
show them concrete data in a comprehensive format. Always remember that sponsors are
businesses who love their numbers more than they love you. To make them confident
about the event, I used simple pie charts and graphs to show them the impact. The best
approach regarding this was to study the sponsor before reaching out. Another important
thing I did was figuring out what they wanted and offered them exactly that. Following all
these methods, I got sponsorship for the next year's event of FlypScene in this year only
by offering low-risk sponsorship solution
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Learnings and Findings
Learnings
As an intern, I have done my internship from FlypScene only for these past months with
lots of hard work and have tried my best to learn and cover the whole things of any kind of
organization's activities or operations. Some kinds of activities are highly restricted &
confidential for the intern. Never the less as an intern I have tried my level best to cover
and learn most of the major/ essential activities in my first-hand experience which require
any kinds of marketing as well as event management operation. Whatever I have learned
from the internship with FlypScene, those are given below-
 I have conducted the task - by searching the internet I have to find out the newly or
currently launched companies in the market of Chandigarh and have to make a list
of them with details of that particular companies and also have to make a list of
our valued as well as potential clients and entered those data in a database system
for further contract.
 I have to communicate with my target audience over the phone according to the list
or database for presenting our company activities and set a meeting for a detailed
presentation. After successfully set the meeting I have to search and studying the
company profile and physically visited the clientele place and trying to bring the
work order from them. I have to follow up also time to time with our old clients
and maintain a good and long-term relationship with them.
 I have always to keep liaising with designers and printers to fulfill the work order
of our clients as well as for on-time delivery.
 Maintaining and updating customer databases.
 Attending events such as conferences, seminars, receptions, and exhibitions, etc.

to get an idea about how to organize and manipulate the event.
 I have to monitor the competitor activities like monitor what kinds of strategy they
are taking, who their target customer, what their activities in the market and on the
basis of that I have to contribute and developing our marketing plans and strategies
to grab the market and keep our valued client with us.
Supporting the marketing manager and other colleagues by providing various marketing
information and share knowledge.
 Attend Various Customer events.
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 Delivering presentations to the clients.
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 Writing and presenting reports to clients and senior management.
 Writing and presenting Business proposal, various proposal letter, E- mail,

Updating the company profile and PowerPoint presentation slide to clients and
senior management.
 Receiving the work order, make notes the order, presenting and make a plan
with the CEO about how effectively make successful those order and deliver
on time to the clients.
 Finally, I have strictly followed the company rules and regulations, terms and
conditions, discipline as per the companies’ norms.
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Findings & Observation
 FlypScene is in a better position in respect of sourcing and supplying various work
orders because they have very good and strong liaising with the suppliers as well as
the contact person to deliver the required elements for event setup.
 They have a very good and strong relationship with various clients and have
strong links for promoting their events
 They have good communication among the employee and have a good
communication network domestically as well as in other cities.
 They have a scarcity of experienced and well-skilled architects, interior
designers, and printers.
 It is very difficult to survive in the market because there are lots of old and
experienced competitors available in the event management sector.
 One of FlypScene’s main aims is covering the event and clubbing industry in
other cities like Patiala, Ludhiana, Jalandhar, Karnal, and Delhi.
 The training system is available for the team member, as a result, it takes not a
long time to get desirable output from the employee.
 It goes without saying that Research is the guiding force for any kind of
Organization. And in FlypScene there is a little less emphasis on the Research
system.
 The total number of employees and team members is sufficient and has strong
media and corporate contacts.
 There is an amazing and proper working in place. As a result, there are huge
motivational tools for FlypScene’s team members.
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Role of Data in Event and Marketing Management
Big data plays a crucial role in many industries, and event management is just one of them.
People all across the world are relying more and more on their smart devices, and it has
become increasingly easier for event organizers to gather and use data to cater more directly
to event attendee’s experiences.
Event planners are leveraging big data to deliver highly personalized events and boost
attendee engagement. In this article, we’ll look at some of the ways you can use big data to
provide better event experiences and learn more about your audiences’ needs and
expectations.
What Is Big Data?

Generally speaking, big data refers to the enormous volume of data that is collected daily.
The data itself doesn’t necessarily have to be useful on its own. It’s the insights, trends, and
patterns the data reveals that event planners are most interested in.
For event organizers, big data analysis involves collecting vast amounts of data from their
attendees, sponsors, and target audience. This might be in the form of emails, surveys,
tweets, photos, or location data. Event planners can use big data to organize attendee-
centric events, increase attendee engagement in real-time, and deliver enhanced event
experiences.
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The good news is that implementing data analytics in your event management doesn’t have
to be complicated. You can work with the data sets that are already available to you and
extract valuable insights from them.
If you’re not collecting any data from your target audience or attendees, the first step is to
identify the key data points you’re most interested in. For example, if you’re hosting a
business conference, you will need to know where attendees are traveling from so you can
provide each attendee the best advice for lodging and commuting to the event venue.
how you can implement big data in your event management business.
4 Ways Big Data Is Driving the Events Industry
Below we discuss some ways big data can help event organizers plan for successful and
engaging events.
1: Improving Targeted Promotions
Promoting your event takes up a lot of monetary resources, which is why you need to make
sure you can cost-effectively maximize your audience outreach. By gathering and
analyzing data on your attendees, you’ll be able to find ways to connect with them.
For example, attendee surveys might indicate that most of the respondents first learned
about your event from your social media pages. So, instead of focusing on company
spending on offline marketing strategies, you might consider spending more on your social
media campaigns.
Location data {information about geographic positions of devices such as smartphones or

tablets} allows event marketers to connect their digital marketing efforts to how
prospective attendees behave in the real world. As a result, event marketers can provide
even more personal advertising to their target audience.
To attract more attendees, you need to ensure that you’re advertising to the right audience;
otherwise, you might experience a drop in event attendance and audience engagement.
Analytics can help you discover when your target audience is actively using social media,
what is the best way to connect with them, and how you should craft your message to get
their attention.
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Big data can help you identify what your prospective attendees respond to, which you can
then use to improve your event management. Having access to this information will not
only help you customize your ads to attract more attendees but will also be useful in
delivering personalized event experiences to your guests.
2: Gaining Insight from Analytics
Analytics can help you figure out the specific topics and themes that most interest your
audience, the guest speakers they want to listen to, and any tools or presentation
technology they’d like you to implement in your events.
By gaining access to the right information, you’ll be able to discover their pain points and
what your guests expect from your events. Start by collecting online search data or using
pre-event survey forms to gather this information directly from your attendees. Similarly,
you can search through social media sites, community sites, as well as this you can make
use of powerful location intelligence and analytics to reveal your attendees’ motivations.
Big data can help you identify the different factors that affect audience behavior and
leverage them to your advantage. You’ll be able to predict trends months (or even years!)
into the future. Predictive analytics lets you make near-accurate guesses and allow you to
see which existing topics have growth potential so you can jump on them before your
competition.
Google Trends is also an excellent tool for discovering what your prospective
attendees search for. By comparing search terms with historical data, you can
predict what will be popular in the future, and when you should host an event
around it.
3: Personalizing Attendee Experiences

The data you collect from your attendees gives you insights into how you can enhance
attendee satisfaction. You can use technologies such as location data, RFID, VR, and
beacons to deliver unique event experiences.
For example, you can send information to nearby devices using beacons, allowing your
attendees to only focus on the booths they’re most likely to be interested in. This is also a
great way to offer location-based experiences to your guests.
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Pepsi organized a dance party at SXSW, where dancers wore wristbands that would gauge
their reaction to a stimulus. The wristbands measured body temperature, the volume of
music, body movement, as well as physiological arousal through body sweat. This
information was used by the event’s DJ to figure out what music people loved the most. In
addition to this, it enabled the crowd to control lighting, bubble machines, and smoke
machines.
4: Crowd Shaping
Another way big data can help you improve your event management efforts is by letting
you better manage crowd densities at the venue, also known as crowd shaping. It’s an
effective way to make sure attendees can enjoy your events without openly influencing
their behaviors.
For example, if you see a crowd of people around the book signing tables, you may
decide to extend the time allocated for that particular activity in real-time. If a guest
speaker is about to take the stage, you can send out notifications to let attendees know
that they can get their books signed after the lunch break.
In addition to this, you can use data from past events to improve upcoming events. For
example, if data from one event indicates that attendees like open spaces to walk around
during breaks, you can use this information to book future venues with plenty of extra
space.
In its simplest form, geolocation is capable of giving you information about the location of a
person. Beyond that, it can be used by event organizers to gather crowd density data about
events. This allows them to manipulate crowd flow more effectively.
Crowd Shaping and big data come together to help you identify problems in your crowd
flow and enable you to solve them by making proper adjustments quickly. In the long run,
this information will allow you to make better event management decisions (such as
opening more check-in lines) and go for venues that meet your audiences’ specific needs.
The event organizer at C2 Montreal gave RFID badges to their attendees that collected
their location data. This allowed organizers to see where the majority of the attendees
gathered and which event places received less traffic. They found more crowds near food
tables, which led them to send more food service staff to those places.
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Limitations of Event and Marketing Management
Event management is a fairly stable career with lots of flexibility. You can work for an events
firm, in self-employment, or for a private company. You typically need at least a bachelor's
degree to work for an event planning company. Despite career advantages, event planners
must also consider some common disadvantages of this career path.
Long Hours
During a typical week, an event planner may work a fairly normal 40-hour week.
However, some weeks on the job are longer and more intense.
When planning for a major event, you often spend hours in meetings with coworkers and
clients. Event days can also be quite long. You might spend part of the day engaged in other
projects, several hours coordinating the day's event, and more time at the event ensuring
everything goes well.
Travel
Not all event planners travel outside their local market, but many do. You might travel by
car to nearby event locations, or by plane to coordinate and plan an out-of-town event.
Travel may include visits to potential meeting sites with clients to figure out the best
locations. In some cases, you may also travel to meet with prospective clients to pitch your
services. If you like to travel and new places, this can be a positive -- but it can be a burden
if you have a family.
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Client Demands
Event management is distinct from a variety of service-oriented careers in that your
involvement with each client plays out over time. You may meet with a client the first time
and continue interacting for an event several months or longer down the road. Clients,
especially those spending a good amount of money, want you to keep them in the loop.
Constant phone calls, special requests, and changes in plans are common, especially with
more particular or needy clients.
High Stress
Imagine a job where any slip-up you make could seriously damage an event that costs a
client tens or hundreds of thousands of dollars and involves hundreds of participants. That
is event management. You have to coordinate hotel and travel reservations, organize
activities, select food and decorations, ensure audio/visual setup and prepare stationery. On
the day of the event, planners must check on setup details and take care of any last-minute
needs.
2020 Salary Information for Meeting, Convention, and Event

Planners Meeting, convention, and event planners earned a median annual salary of
$49,850 in 2020, according to the U.S. Bureau of Labor Statistics. On the low end,
meeting, convention, and event planners earned a 25th percentile salary of $34,790,
meaning 75 percent earned more than this amount. The 75th percentile salary is $63,140,
meaning 25 percent earn more. In 2020, 116,700 people were employed in the U.S. as
meeting, convention, and event planners.
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Conclusion
Event management is a glamorous and exciting profession that demands a lot of hard work
and dynamism. As the name suggests, it means conceptualizing, planning, organizing, and
finally executing, etc. This industry is just new in Chandigarh, but with event companies
such as FlypScene, it holds a lot of promise for expansion.
It offers enormous scope for ambitious young people. Event 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 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. The event management sector has greater
potentiality and scope to develop and can contribute to the employment as well as
economic, entrepreneurial, and cultural growth of Chandigarh.
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Bibliography
https://www.eventbookings.com/challenges-event-managers-face/
https://www.swiftdigital.com.au/blog/role-event-manager/
https://trainingroomsg.com/rental/overcome-event-management-
challenges/
https://blog.megavenues.com/the-rise-and-rise-of-events-industry-in-india-events-
industry- statistics-in-india-5353572a103e
https://smallbusiness.chron.com/accreditation-event-planning-21727.html
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A REPORT

ANAYLSIS OF EVENT INDUTRY

Company Guide Faculty Guide

It gives me immense pleasure to present this report titled "Analysis of

I am deeply grateful to my Project Guide - Dr. C V Joshi for guiding

Student Name: Dixit Bharti Enrolment Number: 20BSP0726

Name of the Organization: FlypScene Entertainment

Industry Type: Event & Operations

Title of the Project: Analysis of event industry

Methodology: For Masters of Business Administration (MBA) students, only theoretical

Planting of the Seed

ABOUT FLYPSCENE ENTERTAINMENT

Introduction to the Event and Marketing

Event and Marketing management is a career full of opportunities to showcase creativity. It

Growth of Event Management as an Industry in Today’s

Numbers tell the growth story

 The Indian Events industry is expected to cross the 10,000-crore mark by

 It has been growing at the rate of a 16% CAGA overpowering the

s, it is expected to grow at a rate of 20%

Contribution of various segments to the total revenue of events

Latest trends in Event Management

Competition Analysis Reasons

 Strong competition – this isn’t a reason to give up organizing events in a given

Job Profile as an Event and Marketing Manager

What are RFID Cards?

How RIFD Cards were useful?

FlypScene Events and Marketing Manager Roles and

 Help develop our events from proposal right up to delivery, including:

 Set, communicate, and maintain project timelines and priorities

 Work with our graphic designer to develop promotional materials

 Make a List of target Clients/Companies.

 Communicating with target audiences and managing customer

 Maintaining and updating customer databases.

 Organizing and attending events such as conferences, seminars, receptions,

 Sourcing and securing sponsorship.

 Supporting the marketing manager and other colleagues.

 Attend Various Customer events.

 Delivering presentations to the clients.

 On-the-day management of events

 Source and negotiate with vendors and suppliers

 Coordinate all operations

 Lead promotional activities for the event

 Supervise all staff (event coordinators, caterers, etc.)

 Approve all aspects before the day of the event

Providing Customer Support via Social Media

Recent Events of FlypScene with Venues

 Bollywood night at Junglee bar

 Star night at Grapho07

 Comedy night at Hyatt

 UK Punjabi Night at The Reef

As an event and marketing manager of FlypScene, based in Chandigarh Tricity, I had to

1.Overspending or not having enough money.

2.Not considering little things.

3.Choosing the venue.

5.Running out of time.

6.Too many people/ Overcrowding

7.Running out of time

8.Choosing the right vendors

10. Securing Sponsorships & Partnerships

 Attending events such as conferences, seminars, receptions, and exhibitions, etc.

 Writing and presenting Business proposal, various proposal letter, E- mail,

What Is Big Data?

4 Ways Big Data Is Driving the Events Industry