Chapter – I:Introduction of the Study

Event Management

Event management is the application of project management to the creation and

development of large-scale events such as festivals, conferences, ceremonies,
weddings, formal parties, concerts, or conventions. It involves studying the brand,
identifying its target audience, devising the event concept, and coordinating the
technical aspects before actually launching the event.
The events industry now includes events of all sizes from the Olympics down to
business breakfast meetings. Many industries, charitable organizations, and interest
groups hold events in order to market themselves, build business relationships, raise
money, or celebrate achievement.
The process of planning and coordinating the event is usually referred to as event
planning and which can include budgeting, scheduling, site selection, acquiring
necessary permits, coordinating transportation and parking, arranging for speakers
or entertainers, arranging decor, event security, catering, coordinating with third
party vendors, and emergency plans. Each event is different in its nature so process
of planning & execution of each event differs on basis of type of event.

Meaning of word “EVENT”

“The use of method involving people witnessing a happening within a capsule of
time, for the purpose of communication of a message” An event is a live multimedia
package carried out with some special concept, modified to achieve the clients’
objectives. In social and cultural life, an event refers to a social gathering or activity, such
as: musical festival, birthday parties, marriage, etc
Meaning of the word “MANAGEMENT”
The term "management" characterizes the personnel leading and directing all or part of an
organization through the manipulation of resources and deployment (human, financial,
material, intellectual or intangible). Management has to do with power by position,
whereas leadership involves power by influence. Functions of management Management
operates through various functions, often classified as planning, leading controlling,
organizing and staffing.

Management process

1. Planning: Deciding what has to happen in the future (today, next week, next month,
next year, over the next five years, etc.) and generating plans for action.
2. Leading: Exhibiting skills in these areas for getting others to play an effective part in
achieving plans.
3. Controlling: Monitoring — checking progress against plans, which may need
modification based on feedback
4. Organizing: Making optimum use of the resources required to enable the successful
carrying out of plans.
5. Staffing: Appointing skill and unskilled workers, and efficient personnel.
Objective of the Project
The main purpose of this project is to study the Consumer perception towards Event
Management.
Identify the scope in terms of the service provided by them to consumers.
Size of the industry.
Study the problems faced by the event management companies.
Study the type of events which are taking place.
The secondary objective of the research is to find the image of the event companies in
minds of consumer & how the company is working for entertainment source among the
customers.

Importance of the Study

Event management is growing at a rate of three times that of traditional advertising. Though
relatively small compared to the major components of the marketing communications mix-
advertising, sales promotions and P-O-P communications-expenditures on event sponsorship
are increasing. Corporate sponsorships in India in 2001 were estimated at $3.9 billion-with
65% of this total going to sports events and most of the remainder spent on sponsoring
entertainment tours or festival and fairs. Thousands of companies invest in some form of
event sponsorship.
Event management is growing rapidly because it provides companies alternatives to the
cluttered mass media, an ability to segment on a local or regional basis, and
opportunities for reaching narrow lifestyle groups whose consumption behavior can be
linked with the local event. MasterCard invested an estimated $25 million in sponsoring
the nine-city World Cup soccer championship in the United States in 1994 and will
likely sponsor other big events in many countries as well.
Event management integrates the corporate sponsorship of an event with a whole range
of marketing element.

Scope of the research

The current condition of the event management companies is not very well; they are
waiting for the response of the people so that in future they can encash it. In fact right
now the role of event management companies is being played by either the hotels or the
amusement parks or the community centers. In many cases newspapers work in
collaboration with private parties to organize some event.

The findings of the project clearly state that the future of event management is very
bright although presently it is in nascent stage but the people have started accepting
such events in the main line. Some such events are like theme based marriages and
“Ladies Sangeet” in the marriages. Along with this, the growing gathering in the fashion
shows and musical concerts is also remarkable.

Currently the main target segment of these partial or complete service providers is the
defense class people or the high class people have accepted these concepts much widely
than any other community.

Research Methodology
The methodology followed for the research:
Primary research detailed discussions with event management firms and customers
attending events. Subsequent additions were made to the interview schedule to suit the
specific events under study.
The secondary information was gathered from various journals and books on event
management, promotions and publicity.
The information gathered was studied and analyzed. It revealed certain issues in event
management which need further attention and some suggestions have been given to
make this industry more effective in order to utilize its full potential and be mutually
beneficial for the Event Management agency and the customer
The methodology followed for the research:
Primary data is a data that is collected for the first time in the processing of the analysis.
Convenience method of sampling is used to collect the data from the respondents.
Researchers or field workers have the freedom to choose whomever they find, thus the
name “convenience”.
Event management generally means conceptualizing, meticulous planning, organizing
and finally executing an event.
It is a set plan involving networking of a multimedia package, thereby achieving the
client’s objectives and justifying their needs for associating with events.

Events can bring community together for purpose of fundraising, change a town or
city’s image, expand its trade, stimulate its economy, help companies to market and
introduce its product and also for the entertainment of society.
Not only do events enhance the quality of our life, they can provide significant
economic benefits. Events require a high degree of planning, a range of skills, a lot of
energy and funds.

Limitations of the Study

This report might be limited with some constraints. Details of many aspects of the
services of Ingenious group have been skipped in this report due to various constraints,
including time and space. Moreover, one of the main barriers in writing this report was
the confidentiality of data. Besides, for the preparation of this report I found that there
are some limitation exists though I have given my greatest effort. Such as:

The employees are very busy with their job which lead me little time to consult with.

Category wise annual turnover, strategic group map, amount originated from the
international trade is missing in the report for their restriction.

In many cases, up to date information was not published.

Non-availability of reference books is another limitation.

Due to time limitation many of the aspects could not be discussed in the present report.
Learning all the functions within few days is really tough. However, omitting the
limitations, the report will help to understand the Event Management Performance of a
specific Company.
 Chapter II;Introduction of the Company

THE ROYAL PLANNERS

“We GENERATE Quality Business Leads

We ENHANCE Your Profile

We CREATE New Business Opportunities

Everyone Knows Us as EVENTS”

About the Company
The Royal Planners is a team of qualified professionals brimming with zeal and
fervor to make an event of yours an extravagant affair to remember for an entire era.
Royal Planners Company started in March 2017.

Name of the Company THE ROYAL PLANNERS

Founder Anirudh Singh

Registered office D Type Apartments, Office Number -8,

Opposite Apna Bazaar, Sector 1,Vashi,
Navi Mumbai, Maharashtra 400705

Year of Establishment 2017

Type of Company Private Ltd.

Target Market Mumbai,Navi Mumbai,Thane

No. of employees /manpower 25

 Vision of the Company

“To build a mutual relationship with the customers that support all the services needed to
design, build and creatively produce an event.”
Royal Planners Event delivers personal and unique experiences that are beyond
expectation and create long term loyal relationships as a best event management company.

Mission of the Company

ROYAL PLANNERS, help their clients achieve their objectives through the
development and execution of customized special events. Maximum client satisfaction
will be achieved through complete involvement. Their professional experience in event
planning covers every aspect of event management, which also includes a comprehensive
network of relevant contacts ensuring that the clients are provided with a superior quality
of services as well as reasonable rates at every stage of event planning.

GUEST SATISFACTION IS OUR ASPIRATION!!

HISTORY OF THE COMPANY

THE ROYAL PLANNERS

Royal Planners is an event management company, we supervise corporate events,
such as product launches, Annual Day / Family day, corporate anniversary parties,
meetings, conferences, Dealers Meet and marketing programs such as road shows and
grand opening events. In addition, we coordinate special corporate hospitality events
such as concerts, award ceremonies, parties to launch new products or services, fashion
shows, commercial events, and even private (personal) events such as wedding planning
in Delhi and religious services. Event management firms can handle a variety of
specific event-related services, which can range from a few select services for clients
with limited budgets, to handling all creative, technical and logistical aspects of an
event.
ROYAL PLANNERS is a well established Event management Company with the
strategy to establish an exciting and inspiring environment around the audience so that
our guests or prospective clients experience cutting edge art direction of every visual
element - We lift the impact of each and every event, M.I.C.E. (Meetings, Incentives,
Conferencing, Exhibitions) or Branding Portfolio to new level of success and
unparalleled identity.

Event management involves visualizing concepts, planning, budgeting, organizing and

executing events such as fashion shows, musical concerts, corporate seminars, wedding
celebrations, theme parties, product launching etc.
Types of events

 Corporate Events
Conferences

Corporate Celebrations

 Glamour Events
Celebrity Appearance

Fashion Shows

Music Concerts and entertainment shows

 Brand Events
Promotion and management of Brands

 Televised Events
Events specially created for television channels

 Sports Events
 Focused around a sporting event

 Concept Events (Theme Based Events)

Concept conceived by Event Management Company

 Hybrid Events
Mixture of two or more of the above

 Others
Talent Banks

High Profile Weddings, Dance Parties

Activities in Event Management

Pre-Event Activities
Events typically have a team based environment and a project type of organization
structure. Thus, responsibilities are assigned to the relevant staff members in the team for
the Event. Coordination of arrangements required is divided among the team members.
Once the preliminary discussions are over, and the final concept sold to the client, the
very first step creative conceptualizes works on the designing. Then the Project manager
prepares a thorough schedule after understanding the critical steps ad issues involved in
that particular event. External agencies such as architects and engineering contractors
may be consulted at this stage to understand feasibility of planned concepts. Most event
management companies have experienced production managers who understand the
feasibility of planned concepts. Then the project manager draws up a cash flow statement,
a budget statement and arranges budget allocation for the event.

Based upon the project requirements critical dates or deadlines are drawn up and the best
possible solution among alternatives to achieve these deadlines is chosen. The overall
coordinator along with the sales and marketing team should ensure the completion of
overall design, models of stages, visuals, etc. with graphics included by the creative team
within the prescribed deadlines and make a researched concept presentation to the clients.

At this stage, the legalities of drawing up the contract, agreements and finalization by
signing of contracts between the event managers and clients becomes a necessity.
Logistics is another important area that needs to be given priority attention by event
coordinators. Logistics in events essentially involves booking of hotels, air, road, and rail
transport for the participants and event managers, arranging transportations of material.

Finalization of cleaning, security, furniture (tables, seating, barricading etc.), décor

(flowers), communication (telephone), and other service hire contracts (couriers) also
take up the production manager’s time at this stage. The project manager handles the

progress report and gets contingency plans drawn up. The overall coordinator has to
continue in touch with the client with reference to the PR, publicity, press releases, and
promotion on TV, and radio along with the public relations team. Arranging for a press
conference for the clients, and artists, giving out invitations, passes and tickets to the
event, organizing the reception for the press with uniforms for the hospitality
hostesses/hosts or staff at the reception is also a major responsibility for the PR team in
the preparatory stages leading up to the event. Damage control due to artists’ tantrums is
yet another aspect typical of this field that the PR team needs to contend with. These have
to be tolerated and controlled to avoid any adverse fallout.

Final visit for quality checks and control need to be made to the networking components
to ensure and confirm understanding. The overall coordinator along with the other team
members needs to then arrange for a briefing of site supervising staff depending on
category and type of event. It is essential that the entire briefing and interaction take place
before the event begins. Controlling the panic reactions due to invariable last minute
troubles and final tying up of all loose ends is a very important penultimate task.

The last stage in the first section involves resolution of on-site wrangles of delivery,
permission, missing orders or items, close attention to construction of sets--asking
whether it was done correctly, supervision of installation of special effects, objects.

During-Event Activities

During the event, softer aspects come into the focus. For overall coordinator, it is
important to pass on all credit to supervisors. Event managers should look humble
and be available to the clients to call on. The conceptualizes’ efforts should be
appreciated at least during the event. At the same time, there should be a constant
surveillances of the specially effects, display objects and the food and beverages.
Thus monitoring is the gist of the during-event execution activity that is involved.
Photographs and other multimedia recording arrangements if so desired also need
to be taken from strategic locations.
 Post-Event Activities
Beginning with the physical task of dismantling of the sets, post-event activity also run
into accounting and other such works. Final accounts setting (bills to be paid on receipt)
is accompanied by explanations for overspends. The team needs to carry out a
postmortem analysis on the event and conduct an event evaluation. Recording the
photographs taken of the event in the form of a photo-documentary helps a lot.
Performance evaluation of the coordinators during the event should be carried out
immediately so that weak points after the event can be used for learning. Finally, the
overall coordinator should do the formality of thanking all involved for the wholehearted
and extra efforts provided. Letters should go out to clients thanking them and these
should include a post-event questionnaire seeking to measure client satisfaction. Based on
this feedback, improvements and adjustments required should be worked upon.

Staging an event takes more than a wish or dream. Preparation is the key to a successful
event.
Event Planning
The first and foremost thing to do while planning an event is to know about the client's
expectations. When a client first approaches you for assigning a task, sit with him and
find out what he wants and how he wants it. Keep in mind the fact that the client has a
very hazy idea of what he wants. He expects you to change that hazy idea into a reality.
So you first need to strike a good rapport with him. Once you know his expectations you
can start giving your inputs. Since you are a professional event planner he is bound to
believe that you have a better knowledge about these things and will respect your
judgment.

Key Factors in Planning an Event

 Check the feasibility
 Is the event a good idea
 Are we in the right community
 Who would be the spectator
 About the venue
 About the media of advertising
 Fund stream

Timing: Full time should be devoted to implementation of plans. Make sure your event
does not clash with other events.
The Organizing Committee: It should comprise of experts in the following streams:

1) Financial :
o Expected level of expenditure
o Time gap of expenditure and revenue
o Establish a system of financial accounting and control

2) Marketing :
o To attract best possible audiences
o Get sponsorship and best support possible
3) Operational
o Guide overall operation of event
o Managing the technologies require
4) Legal
o Make appropriate contracts involved in managing an event
o Handle lawsuits that may arise
5) Public Relations Team
o To handle the celebrities, if invited in the event.
o To host press conferences.

Facilities offered
 Programs
 Awards
 Transport
  Catering
 Safety and Security
 Entertainment
 Anchoring and announcement
 Music and Sound system
 Licensing
 Publicity
 Promotion

Planning and Layout of Events:

 Arrangement and Decoration
 Catering and Food Presentation
 Themes for different occasions
 Complete Venue Decoration
 Sound Systems & DJs
 Bridal Stages with Specific Decor & Theme
 Wooden and Acrylic Dance Floors
 Live Bands and Entertainers
 Dance Groups
  Fireworks
 Decorated Horse Carriages
 Video Film and Photography
 Sofa Sets and Seating Arrangements
 Birthday party schemes
 Rock & roll
 Balloons arrangement
 Magic Show / Puppet Show / Cartoon Clone / Kids Train / Jumping
Castle

Pricing:
TRP deals with a diverse range of services. Hence, the pricing will vary depending on
the number of people to be invited, the choice of venue opted by the clients and the
specific services to be availed by the client. The prices of each service rendered will be
based on the current prices prevailing in the market and will also depend on the pricing
strategy of firms providing us the materials to conduct events.

Quantity based discounts:

 Discounts based on the number of services availed of and number of
people to be catered to.

Rs/- 20,000 Per hour

Conference hall
Security Deposit Rs/-50,000
Committee Room 1
Committee Room 2 Reservation charges Rs/-2,000 per hour
Security Deposit Rs/-5,000
Committee Room 3

Sound System Charges

Rs/-15,000 per day
(Stereo)
Steel frame stand for the back drop stage is available
Steel Frame of stage
@ Rs/-4,000 per day per event

Place:

TRP will feel cool and confident with following vendors:

 Royal Palm Golf Country Club
 Open Air Stadium for Concerts
 Divine Gardens
  Pearl Lawns
 M.G Complex
 Central Park and many more.

Market Segmentation
The breakdown of the market for event planning falls in a wide, very diverse grouping.
Individuals as well as organizations demand the services we provide. In order to provide
the greatest depth of information, the market segments have been broken down into
private and public organizations, and age groups.
Private Organizations and Businesses
Private organizations make up the single largest portion of Occasions' client base.
Private organizations such as businesses, corporations, and political parties host the
most events on the largest scales; therefore, these events generate larger revenues per
event. The majority of larger scale holiday functions will fall under this segment

Public Organizations
Government agencies host many events every year. Occasions hopes to alleviate the
pressure of event planning for public employees. The second single largest segment, the
public sector, can save money and give back to its community at the same time. These
events are moderate in scale with middle to low revenues generated.
Emphasis is placed on the visibility of the event for public viewing. The majority of
organizational family functions will fall under this segment.

Age Breakdowns

Under 24: Persons under the age of twenty-four (24) using an event planner are rare at
best. We hope to tap the early college graduates who have begun their professional
careers but have not yet started their families. These events will focus mainly on themes
with moderate to high energy appeal. The revenues generated will range from moderate
to high, depending on the event. The majority of weddings will fall into this segment.
Ages 25-55: The persons that fall into this age group are employed, middle to upper-
middle class families. The reason they choose event planners is they are too busy to do
it themselves. Therefore, Occasions will be on hand for questions, contact will be
moderate in length but occur regularly so as not to disturb the daily life of the families.
These events will generate moderate revenues, with a few generating low revenues. The
majority of special occasion planning will occur in this market segment.

Ages 56 and above: Persons over the age of 55 have reached the turning point of life.
Many are retiring, others are celebrating anniversaries of significant years, and still
others are seeing that their children's special events are taken care of. These events will
generate moderate to high revenues depending upon the income level of the family
(direct correlation to social status). Most holiday parties, and other special occasions,
such as wedding receptions and reunions, will occur in this market segment.

Other
This segment has no direct information to compile for a description. It consists of any
event planned that does not fit into one of the above categories.
Target Market Segment Strategy
Our target markets are middle to upper-middle class families, couples, individuals,
or private and public organizations. We chose these groups because they are most able
to afford event planners, and have the least amount of time to spare for event planning
in general. Families demand attention, employees are overburdened, and overwhelming
detail needed to plan large events are too large a constraint to place on people not
trained in the area of event planning.

The fast pace of the world we live in leaves little time for extra things we would like
to do, like plan events, parties, and social gettogethers.Occasions fills the need by being
available to take on the burden of planning so that people can spend time on more
important things, like family and friends. The demand for this service can only increase
considering the rise in incomes, population, and need for interpersonal relations in the
workplace.

Service Business Analysis

Occasions are in a unique position of competition. We compete against hotels with

conference facilities, conference centers, other event planners both on the large and
small scale, persons within an organization who are assigned the task of organizing an
event, and people who wish to organize their own events without the benefit of
assistance. The benefits and drawbacks of each of our competitors as compared with the
services we offer are hardly a match in quality and price.

1. Hotels and Conference Centers

Strengths: On-site facilities, equipment, and support staff. Ability to transport

and house persons for overnight stays. Able to internalize costs of transportation

& equipment.
 Weakness: Often very expensive, impersonal, rely on unskilled labor for support

staff. The error rate is high due to high volume and traffic from other events

happening at the same time.

2. Other Event Planners

Strengths: Have been in the market longer, have established a reputation and client base.

Weakness: Reputation precedes them, no systems-based businesses designed to produce

consistent results; focus on smaller events, specialized events are main focused rather

than all events; do not have the supporting products to market with, or instead of, event

planning services.

3. Employees or Persons wishing to do it themselves

Strengths: Internalized cost of planning the event; able to add tiny personalized

touches that have meaning within the group or family.

Weakness: Consumes time that could be spent on other things; don't have

access to the best prices, services, and other needed resources available.
Marketing and Competition
We have discussed our client base as being predominately middle to upper-

middle class individuals, couples or families, public and private organizations. We

must then look at the needs of these markets and cater to them. We promise the

same great results, every time.

When marketing to individuals, the idea of releasing them from the task, freeing

their time for family and friends, and the promise of a worry-free event are the buzz

words and concepts. Our marketing is predominantly by word of mouth or visual

connection to large events these individuals have participated in or worked at.

 When marketing to public or private organizations, the idea of greater efficiency

for the money and a professional event without error would be the key concept.

Groups, especially large ones, do not wish to deal with problems that arise due to

oversight on their part. If the guarantee of worry-free, error-free events is available

at a cost benefit to them, there really appears to be no better choice.

FINDINGS-

In the event management marketing the basic challenge is the systematic

management of work which most of the time lacks.

 Its is difficult for a event manager to develop a complete e marketing

strategy, hiring professional includes increased cost.

Measuring and evaluating your return on internet event marketing.

It is difficult to promote event without professional’s team and it difficult for

a start-up event planner to hire a professional team.

Creating budget is another major concerned, event planning includes various

activities which involves a bigger challenge for creating a budget, proper

planning of budget results in smooth planning, but if anything goes wrong it

creates a mess.

CONCLUSION-

It is very important to market the event because it helps to create the event

awareness among the customer about the event.

In order to make event successful it is important to understand the p’s and w’s of

the events, working as per them lead to success.

Web marketing is the new trend in event marketing because, web is the new trend

which can make things go viral successful and help in gathering huge publicity.

The most basic components of occasion Web website configuration are structure,

simplicity of route, style, specialized prerequisites, consistency, and

personalization.

Not every events need the marketing strategy to promote itself like for wedding

events and seasonal events the promotional activities are not need in that extend.