A PROJECT REPORT ON

‘EVENT MANAGEMENT’

SUBMITTED BY
KAFIL MUKHTAR SHAIKH
T.Y.B.M.S (SEM-V)
SEAT NO.: 118

ACADEMIC YEAR 2020-2021

UNDER THE GUIDANCE OF

PROF. SAMINA CHAUDHARY

SUBMITTED TO
“UNIVERSITY OF MUMBAI”

M.V.M. EDUCATIONAL CAMPUS

ANDHERI (W), MUMBAI-400 058.
 SUBMITTED TO

UNIVERSITY OF MUMBAI

PROJECT REPORT ON

“EVENT MANAGEMENT”

SUBMITTED BY

KAFIL MUKHTAR SHAIKH

THROUGH

M.V.M. EDUCATIONAL CAMPUS

ANDHERI (W), MUMBAI-400 058.

ACADEMIC YEAR

2020 - 2021
 DECLARATION

I, KAFIL MUKHTAR SHAIKH, of M.V.M. EDUCATIONAL CAMPUS,

ANDHERI (W), MUMBAI - 58 studying in T.Y.BMS semester V hereby
declare that I have completed a project on the topic of “A STUDY ON EVENT
MANAGEMENT” during the academic year 2015-2016.

The information submitted is true and original to the best of my knowledge.

……………………… ……………………………
DATE OF SUBMISSION Signature of the student
(KAFIL MUKHTAR
SHAIKH)
T.Y.BMS
 CERTIFICATE

This is to certify that the project on “A STUDY EVENT MANAGEMENT” has

been successfully completed by KAFIL MUKHTAR SHAIKH seat no. 118 of
M.V.M. EDUCATIONAL CAMPUS (T.Y.B.M.S Semester V) in the academic
year 2020-2021.

The information submitted is true & original.

………………………..….. ...........…………………..
Signature of the Principal Signature of the Course
(Dr. GOPAL KALKOTI) coordinator
(PROF (Mrs.) SAMINA
CHAUDHARY)

…………………………….. ……………………………..
Signature of the Project Guide Signature of the External
(PROF. (Mrs.) SAMINA CHAUDHARY) Examiner
 ACKNOWLEGEMENT

The satisfaction that accompanies the successful completion of any task

would be incomplete without mentioning the people who made it possible and their
constant guidance and encouragement crowned all the efforts with success.

I would like to express our deepest gratitude and respect to all the people
behind the scene who guided, inspired and helped me for the project. It gives me
immense pleasure in submitting this project on an analysis on “EVENT
MANAGEMENT”.

I would like to express my sincere thanks to my college principle Dr.

GOPAL KALKOTI for being an invaluable source of inspiration and his constant
support for the project work.

I would like to thank Mrs. SAMINA CHAUDHARY who is my course

coordinator and also my project guide for constant support, engorgement and
guidance in my endeavor, without which it would have been difficult for me to
maintain tempo and enthusiasm. I would also like to express my hearty thanks to
all Library staff members for providing me with the necessary reference book at
the time I needed. Working with them has been wonderful learning experience.

I would like to give whole hearted thanks to my College M.V.M.

EDUCATIONAL CAMPUS for allowing me to undertake project work.
EXECUTIVE SUMMARY
 OBJECTIVES

1. The objective of this study is to understand the 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.

 METHODOLOGY

Primary research detailed discussions with event management firms and the
corporate clients. Subsequent additions were made to the interview schedule to suit the
specific events under study.

The secondary information was gathered from various marketing journals and
books on event marketing, sales promotions and publicity. Daily newspaper reading in
order to keep track of various kinds of events also proved helpful.

The information gathered was studied and analyzed. It reveled certain issues in
event marketing which need further attention and some suggestions have been given to
make the Event Marketing industry more effective in order to utilize its full potential
and be mutually beneficial for the Event Marketing agency, the Corporate and the
customer.
 INDEX

SR.NO TOPIC PAGE NO.

1 INTRODUCTION TO EVENT MANAGEMENT 03

2 CRITICAL REVIEW OF LITERATURE 34

3 . RESEARCH METHODOLOGY 47

4 EVENT MANAGEMENT A PROMOTIONAL TOOL 50

5 ANALYSIS AND RESEARCH FINDINGS 85

6 RECOMMENDATIONS 97

7 CONCLUSION 98

8 ANNEXURE 99

9 CASE STUDY 105

10 BIBLIOGRAPHY 113