Executive Summary

Business event management is one such industry which has grown by leaps and bounds. It is
estimated that globally more than $500 billion is spent every year in conducting business events.
Even though business events have existed since ages, but over last few decades industry has
realized the important of business events. For example today business event as team building is an
integral part of anyorganization’s human resource policy. Similarly there are events such as product
launches, trade shows, opening ceremony etc. Important aspect which is associated with all such
business events is their organisation. Today there are specialized organisations which are expert in
organisation of such business events. Business event management is a complete industry in itself.
This task will focus on understanding various aspects associated with a business event. For better
understanding, product launch as a business event has been considered in this task.

Introduction
Product launch events are highly critical for the existence of an organisation, this event is even more
important in case of businesses which are just launching or establishing themselves in the market or
industry. Primary purpose of Product launches is to create awareness and publicity for a particular
product/brand. Many industry observers believe that product launch event at times can also
determine the fate of the product as product launch is directly associated with the immediate and
post-launch sales which is generated for the product. Thus the core purpose of the product launch is
focused on generation of lot of buzz about the product/brand. However it can be said that the
ultimate aim or target of the product launch is to boost and provide momentum to the sales of the
product. It is important to understand that a successful product launch, to a large extent depends on
careful planning, preparation and execution. Product launch in fact can also be termed as final stage
of the PDP (Product development process), which also indicates and represents a significant
amount of investment in future revenue of the organisation and profit for the small level
organisations. One must understand that a successful product launch is capable of taking a product
into new markets or give the organisation and behaviour access to new customers or geographies,
along with increasing business with the customers who are already associated with the business
organisation. One important aspect which needs to be understood is that product launch should be
seen as a process and not a standalone or an individual event.

Task 1
LO1: Be able to plan an event or project
Carry out an identified event or project within an agreed timescale

Before understanding more about the product launch process, it is first important to understand
about event or business management process. Event management can be defined as the co-
ordination, planning and execution of all the people, teams and features that either comes together
or organized together to create and manage various types of events (Jones, 2014). Event planning
is an important aspect of the event management. Event planning can be defined as a process where
projects such as product launch, tradeshows, and ceremony and various other business and non-
business events are managed (Jones, 2014). Following are the important activities of an event
planning process:

 Budgeting
 Establishing timelines,
 Selecting and reserving the event sites-
 Acquiring permits-
 Planning food-
 Coordinating transportation
 Developing a theme
 Arranging for activities
 Selecting speakers and keynotes
 Arranging for equipment and facilities
 Managing risk
 Developing contingency plans.

In order to have a better understanding of the concepts related to organisation of business event
management, this task will focus on conduction of a fictitious product launch event. For example
product launch event of a new mobile company in the European market.
Based on below table, it can be said that estimated budget which will be spent for the conducting the
product launch event of the new mobile phones will be $40,000.00. It is important to understand that
activities related to organisation of the product launch will can be categorized in three main
categories which are:

 Preparation of the launch event strategy

 Activities related to preparation of the launch event
 Implementation of the plan for the conducting the product launch

Items Estimated Costs

Expenditures

Launch Event strategy

Marketing focus of the event

Objectives and strategy of the project
Promotion and communication plan
$5000.00
Management and Operations Team
Venue and dates
Budget estimates
Sources of funding

Preparation

Programme of the product launch and side events

Soft promotion campaign
Promotion and communications materials
$10,000.00
Mailing list (database)
Fairground layout

Finance, budget and administration system

Implementation $25,000.00

Customers’ information service

Registration and stand allocation
 Managing administration and logistics
Monitoring participation progress
Checking all premises and services
Briefing all involved staff
Press relation
Opening ceremony
Trade fair and side events
Assessing and evaluating results
Post-event communication

Total estimated cost of the product launch $40,000.00

In order to conduct a product launch and organizer might come across several constraints as well.
These constraints are:
Financial constraints: For example in this case considering the fact that the company is new in the
European market, and wants to conduct a product launch which is low on budget, at the same time
company wants the maximum impact of the launch. Since the allocated budget for the product
launch is only $40,000.00 in such situation conducting and balancing the product launch can be
highly tricky and risky in nature.

Human Resource related constraints: such type of constraints to a large extent makes the event
organizer handicap. For example for conducting a product launch where invitation has been sent to
more than 5,000 people there might requirement of at least 100-150 people. However assuming the
budget constraint the organizer might be forced to hire only 75 people resulting into unnecessary
stress and tension.

Time constraint: This is one major constraint which often brings down the quality of the product
launch or for that matter any business event. It has been observed that in majority of the cases
events are organized on strict timelines which means that there is no scope of analysing the output
of each stage and correcting any mistake.

Technological constraints: Today product launches are not a simple affair. It involves use of lot of
technologies such as laser lights, audio video equipment, lightings etc. More the technologies are
used higher is the cost of the event. Hence at times organizer might be forced to use limited
technology but create maximum impact, which might downgrade the quality of the product launch
event.
Knowledge Constraints: Before conducting a product launch, for an organizer it is highly important
to gain proper knowledge of the product, and the company launching it. Because creating the overall
theme of the event and environment is derived from this knowledge. In a situation of limited
knowledge over all designing process of the event might get hampered (O'Tooleet al,2005).
Write appropriate documentation

Event Preparation:Thus entire business management of the product launch event will be split into
two main categories i.e. research and administration. And the entire management will be focused on
three key aspects which is:

 Communication and promotion

 Registration and customer/visitor services
 Logistics and service providers relations

Above mentioned functions are the three major aspects which will drive the entire product launch
event. Below mention table clearly highlights the timeline which will be followed for the event
management, planning and final implementation (Kohli, 2005). Thus each aspect will have several
activities which will ultimately lead to successful organisation of the product launch. However
following are the key activities which will be part lead to the preparation of the product launch:

 Marketing focus of the event

 Objectives and strategy of the project
 Promotion and communication plan
 Management and Operations Team
 Venue and dates
 Budget estimates
 Sources of funding
 Programme of the product launch and side events
 Soft promotion campaign
 Promotion and communications materials
 Mailing list (database)
 Fairground layout
 Finance, budget and administration system

Hence above mentioned activities are the building components of a product launch. These activities
such as marketing of the product launch, setting up the objective and strategy of the product launch
event, decision on venue and budgets etc. lay down the foundation of the entire event. That is why
for an event organizer it is important to carefully select and detail all possible activities which can be
included in the event preparation stage (Lemahieuet al,2005, pp.28-35).
Product launch planning:creation of launch plan is another important aspect which enables the
final implementation of all the launch related activities and conclude the final product launch.
Following activities can be considered as part of the product launch planning:

 Customers’ information service

 Registration and stand allocation
 Managing administration and logistics
 Monitoring participation progress
 Checking all premises and services
 Briefing all involved staff
 Press relation
 Opening ceremony
 Trade fair and side events
 Assessing and evaluating results
 Post-event communication

Thus product planning basically leads to conducting the final product launch event. Planning for the
product launch majorly includes all the actionable items such as managing administration and
logistics, checking all premises and services, conducting the opening ceremony of the launch event
etc. It is important to understand that event if the event preparation is done meticulously if there will
be loopholes in the event planning then all the preparation related to product launch might go waste.
Hence focus of the event organizer must be to ensure that both event planning as well as event
preparation are given equal importance so that there is no gaps in the planning and preparation.
As mentioned in the task, the agreed timescale for the event will be 11 weeks before 20.12.2014.
Hence following will be the activities and their timeline for the event. Before starting the actual
planning of the launch event, and estimating the budget and expenses for the event, it is first
important to set up the segregation of the management and operations team. Below chart clearly
marks the hierarchy which will be used to conduct the event.

Gantt chart for the product launch

Considering the fact that the event time line is of 12 weeks, hence it is important that entire planning,
managing and implementing should be split into various phases. This will ensure that each activity
related to management of the product launch is followed up closely and there is no room of any kind
of mistake before the final product launch takes place. Considering the fact that mobile company is
first time entering the European market, hence stakes for the organisations are very high. In such
situation it becomes critical for the event organizer to ensure that there are no glitches in the
organisation of the product launch. At times it has been seen that due to poor planning there are
several critical activities which are missed and ultimately have a negative impact on the final product
launch.

Activities Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9

Marketing focus
of the event

Objectives and
strategy of the
project

Promotion and
communication
plan

Management
and Operations
Team

Venue and
dates

Budget
estimates

Sources of
funding

Programme of
the product
launch and
side events

Soft promotion
campaign

Promotion and
communication
s materials

Mailing list
(database)

Fairground
layout

Finance,
budget and
administration
system

Wk10 Wk11 Wk12

Full-scale promotion

Customers’ information
service

Registration and stand

allocation

Managing administration and

logistics

Monitoring participation
progress

Checking all premises and

services

Briefing all involved staff

Press relation

Opening ceremony

Trade fair and side events

Assessing and evaluating

results
 Post-event communication

Organize resources to carry out the event or project.

Considering the fact that the event is a product launch, hence it is important to organize the
resources which are relevant to the product launch itself. Resources can be identified as tangible
and intangible and will consist of following:

 Human resource
 Information technology related resources
 Equipment and machines (audiovisual equipment, registration facilities, materials, movement
equipment, seating etc.)
 Vehicles and transportation (leased, owned)
 Spaces
 Materials
 Time

It is important to understand that, not all above mentioned resources might be used for the product
launch. In order to ensure that only applicable resources are used, it is important for the organizer of
the product launch event prioritize the resources. For example, for a product launch audio visual
equipment can be one of the most important resources as it will help in displaying the images,
presentation and videos related to the mobile phone. For an organizer it is essential to understand
that important resources can be identified as those which are the most necessary to fulfil
requirement of the customer’s essential requirement. For example in this case where launch event is
planned for the mobile phone, the most important requirement of the company launching the phone
is that it should get maximum publicity and people should get maximum possible clarity about the
new product. Thus accordingly organizer should focus on the resource organisation.
Perform regular reviews and evaluations including the methods and resources

Once the product launch event is over for the mobile phone, organizer and its partners needs to
conduct a self-evaluation of the activities built up progressively during the implementation of the
activities related to product launch. There are various methods through which reviews and
evaluation can be carried on. For example the participants’ survey which might have been
conducted at the launch event must be compiled and analysed as soon as possible. Other than
providing a factual feedback, the results provide material for post-show press releases.
A report on the product launch event should be prepared by the Organizer and made available to all
parties, including the company that was main stakeholder in the promotion of the product. A meeting
with the organizational parties and stakeholders should be convened to honestly review all aspects
of the event and draw the relevant lesson learned. It is important for the organizer to conduct a post-
show communication and publicity. Press releases and event briefings must be prepared and
selectively distributed at local as well as international level.
LO2: Be able to effectively administer an event or project
2.1 Set up the project, choose the completion date and allocate responsibilities

Project can be considered as the product launch event for a new mobile phone being launched in
the European market. Since the estimated time frame for the entire product launch event is of 12
week hence following are the dates for the product launch event;

 Product launch planning inception date: 25-09-2014

 Final product launch event date: 20.12.2014
 Thus entire product launch event planning, preparation and implementation will take place between
these two dates itself. Following will be the key people who will be responsible for conducting the
product launch event:
Product launch event Manager: This person will be complete in charge of the launch event. He will
be coordinating between the mobile phone company and the event management organisation to
ensure that the expectations are set correctly and both parties understand clearly about what to
expect.
Product launch backstage manager: This person will be coordinating for all the backstage related
activities. During the course of launch event, there are lots of activities which take place behind the
stage and needs to be coordinated well.
Event finance manager: This person will ensure proper management of the funds which will be
allocated for the product launch event. Hence he will be central authority for disbursement of the
funds for various activities.
Product launch operations manager: This person will be complete in charge of all the operational
aspects related to the product launch event, and will report to the product launch event manager.
Contractors: Contractors will include various people who will be hired temporarily or might be
volunteers as well to support the ground activities related to the launch event. For example there will
be requirement of people to manage the registration desk, or guiding people from parking to the
main venue where the launch presentation will take place.
Hence above mentioned responsibility should be able to cater to the requirements of the product
launch event.
2.2: Demonstrate leadership, effective time management and skills of prioritizing and delegating

As an organizer it is important to understand that it is only in the hands of the organizer to

successfully conduct the event. Irrespective of the fact that whether the budget allocated or provided
by the product company is sufficient or not, it is sole responsibility of the organisation to plan and
implement the event based on the available resources. It has been observed that at times event
after having more than enough resources, product launch events fail miserably (Andersson& Getz,
2014, pp.148-389). This happens majorly due to poor planning and strategy of the business event.
Hence the product launch planned for the mobile product will be managed by three teams which are
as follows:

 Operations
 Administration
 Research

Thus operations team will focus completely on all the operations related activities such as
arrangement of the audio visual equipment, ensuring correct seating arrangement etc. This team will
be majorly responsible for ensuring a smooth and successful event. Administration team will focus
on administration of all the activities which will be taking place during event planning and
preparation. For example sanctioning budget for hiring the audio visual equipment, or reviewing the
security aspect of the venue decided for the event etc. Research team on other hand will act like a
background team which will support both operations as well as administration team.
2.3 Support and monitor the event or project

For a product launch type business event, it is important for the organizer to ensure a proper
monitoring of the product launch event. Monitoring can be at both micro as well as macro level. For
example for the product launch of the mobile it is important to ensure that all the preparation and
planning related activities are monitored by a review or monitoring committee/team. This team will
ensure following:

 All the activities are being initiated and completed within the decided time frame of 12 week.
 There is no budget escalation for any of the activity decided for planning, preparation and
implementation of the product launch event
 Any sort of issue or roadblocks are handled proactively so as to ensure that there is no delay in
terms of time.

2.4 Take corrective action if necessary to keep the project on schedule

Every project has a possibility of deadline slippage. So is the case with launch of mobile phone
product launch as well. For example a situation may arise where due to market condition
manufacturer of the product wants to make the launch one or two week before the actual decided
date. In such case, there should be proper planning to take care of preponing postponing of the
event (Foleyet al,2014, pp.53-64). Logistics and other operational aspects should be kept flexible
enough so that any such changes in schedule can be managed easily. In event of schedule change,
corrective actions such as proactively informing the logistics partner and making all the other
partners aware of the situation should be done.