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Acknowledgement
Executive Summary
As per clause (34), “event management” means any service provided in relation to
planning, promotion, organizing or presentation of any arts, entertainment, business,
sports or any other event and includes any consultation provided in this regard
The current condition of the event management companies in the city 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 states that the future of event management is very
bright in the city although presently its in nascent stage but the people of Jaipur 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.
Right now the condition of event management in Jaipur is not very good. The response
of people has not been that good that it can attract any event management company
here as a full fledged service provider, it will take some time to pick up nicely.
Currently the main target segment of these partial or complete service providers are
the defense class people or the high class people, in terms of casts the Jain and
Maheshwari families have accepted these concepts much widely then any other
community.
It is expected that event management industry will gear up in Jaipur in near future. The
concept needs to be popularized, by proper media coverage. The existing companies
should mould their service according to the taste and preference of the people.
The scope of event management companies in Jaipur is not very good. As per our
findings and the calculations the results are not very encouraging at present. But the
projections help us to draw a conclusion that there is a scope for event management
companies in near future.
Contents
4
Objective
Limitations of Project
Research Methodology
Data Presentation
Key Problems
Recommendations
Action Plan
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Objective
To study the present industry trends and analyze the potential of event management
industry in Jaipur
Approach Note: -
Study the size of the events in terms of budget and the gathering
Biggest event
Limitations
As such any event management company doesn’t exist in the city so proper guidelines
were not available.
In lack of industry experts assumptions are based on our own knowledge of the
industry.
Financial details were not disclosed by the organizations so we have taken so we have
taken assumptions based on industry knowledge.
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Philip Kotler
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.
Organization
Co-operation
Event Management in India is in nascent condition till date it has achieved only a
stature of sector. Still it’s treated as a part of entertainment industry. The size of this
sector was mere Rs. 580 Cr in financial year 2003. The future of this sector is very
bright and its expected that it will grow with a growth rate of 15% to 25% and will
touch the turnover of Rs. 1400 Cr in year 2008.
The industry is highly concentrated, the top four players occupies as much as 95% of
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market share. The top four players are big MNCs, any Indian player has not achieved
such size and proficiency. The top four players are: -
Wizcraft
DNA Networks
Midas
Metropolis
Corporate Events
Conferences
Corporate Celebrations
Glamour Events
Celebrity Appearance
Fashion Shows
Music Concerts and entertainment shows
Brand Event
Televised Events
Sports Events
Hybrid Events
Others
Talent Banks
High Profile Weddings, Dance Parties
Pre-Event Activities
coordinator, sales and marketing team then think about production of advertising
promotions, brochures, posters, etc.
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.
A joint team of the concept creator and the main contractors then need to check
out the special-effects equipments and arrangements. At this time day-by-day tracking
of timing and finance with a feedback on possible changes i.e. increase or decrease in
expenditure on various items.
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. These typically include inspection
of dimensions of stage and other critical near finished models for accuracy by the
production manager.
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. Once the event gets started the clients and the contractors’ staff need to be kept
away from interfering with the execution by the production manager and the event
coordinators. 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
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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 conceptualisers’ 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.
This theory states that the function of management can be classified into planning,
organizing, staffing, leading and controlling.
Finally, the most important part of Event Management is the execution of the Event as
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planned. We term this activity as Carrying-out the Event. Therefore, when we use
Event Management, it is to denote the production of an Event.
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.
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Timing
Full time should be devoted to implementation of plans. Make sure your event does
not clash with other events.
Financial
Determine the sources of revenue
Expected level of expenditure
Time gap of expenditure and revenue
Establish a system of financial accounting and control
Marketing
Operational
Legal
Facilities offered
Programmes
Awards
Transport
Catering
Safety and Security
Entertainment
Anchoring and announcement
Music and Sound system
Licensing
Publicity
Promotion
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Research Methodology
Research Design:
Descriptive
Businessmen
Housewives
Service Class
Professionals
Students
Sample Size: 90
Research Technique
Magazines
Newspapers
Internet
For primary data we conducted personal interview and through questionnaires. The
approach for interview was unstructured and flexible.
Interactions with event managers
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Event Management in Jaipur is not so old concept. As such very few recognized event
management companies exists here. The high profile events organized in city are
basically managed by companies working in Jaipur, Delhi and Mumbai.
Utasav
Décor India
Handicrafts
Mela
Different Corporate Meetings
Fashion Shows
Musical Concerts
Dandiya Raas
Event Management can be classified on the basis of service provided , into two
categories:
Complete: It covers all the aspects from conceptualization to execution till client
satisfaction feedback.
Partial: They provide partial services like a combination of few for example lights
and catering or music, venue and celebrities.
News Papers
Rajasthan Patrika
Dainik Bhaskar
Dainik Navjyoti
Bobbish
U & We
Buskers
HOTELS
Problems:
Event Management Companies ask for too many complimentaries like stay,
transportation and security.
Awareness level of Public.
Amusement Parks
Fun World
Even after being an amusement park fun world is playing the role of an event
management company. Fun world is known for its innovative events similar to its
inception as the first amusement park in Rajasthan they were the pioneers in the rain
dance and theme based weddings. The blend of traditional and modern way is really
providing a new look to the marriages. They provide both, complete and partial
services.
The biggest problem which they are facing is lower level of acceptability for the out of
the box thinking. People still prefer marriages and other parties to take place in the
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traditional way only. In case the suggestions are to improve the effectiveness or
presentation of the function people are ready to accept that change.
They organize birthday parties, marriages and fashion shows which are mainly for
entertainment or fun purpose. They deal at both micro and macro level there parties
are starting from few thousands to as high as 35 lakhs. The biggest event which they
have managed was a marriage worth 35 lakhs in year 1997. If required they can call
celebrities also, but then the budget will touch 12-15 lakh’s figure. The events that
they normally organize are:
Dandiya Nights
Dance Parties
Wedding Paries
Rainbow
This is a Jaipur based company. They provide complete and partial services depending
upon the needs of the client. They organize all kinds of events. Their major client
segment comes from upper class and defense people. Some of their successful events
have been:
Fashion Shows ( NIFD)
Dandiya Nights
Dance Parties
New Years Party
Specialize in:
Ladies Sangeet
Kitty \Parties
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Anniversaries
Birth Day Parties
Theme Parties
U & We
This is a very small Jaipur based Event Management Company. It was established two
years back by Mrs. Kamla poddhar. Till now they use to provide complete service but
now on they are planning to provide partial services. The size of their events depends
upon the customer needs and requirement. This is a five member team. The events
they organize are:
The biggest problems which they are facing are security system in Jaipur and entrance
of the daily newspapers in the event management arena. Because of the lack of
awareness Jaipur people are not looking at the event management companies as a
facilitator they think its waste of money.
Buskers:
It is a Jaipur based company, but when they wish to organize any event in Jaipur, they
contact Miss Smita. Together they finalize the concept and work on it. She does not
have a team working in Jaipur, but has a good network and takes advantage of her
contacts. She is just associated with Buskers because of her good contacts. Buskers
have just organized two events till now. They are:
Fashion Show
Dance Competition
Data Presentation
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Data Analysis
Based on the prior trend the expected number of events in future are approximately
105, out of which the probability to provide services ( partial and complete both) is
56% the figure comes around to be 60 events per annum.
The projections regarding the profile of customers are as follows:
The majority of customers will belong to same classes professionals and business
class. The service class will still remain ignorant to it. Looking at the trend of
emerging professional educational institutes, the event management companies are
very optimistic.
60% of the respondents said that the major problem in the progress of the industry is
lack of awareness and 40% said that getting sponsors for the event is the biggest
problem.
The profile of events that takes place is still not the utility based like product launch
and corporate meetings its still mainly entertainment based only, it occupies 65% of
the share of total events.
Still event management companies have left one of the major aspect of post event
communication which includes the media coverage and the client satisfaction surveys.
That is the reason the companies are not able to perform better. This also hinders the
brand building exercise of these companies.
Looking at the local preferences, the companies are not paying due attention to
facilities like catering.
The majority of the customers are attending events like marriages, live shows and
trade fares only. Events like product launch and utility events form a very small
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segment.
The most preferred price range is Rs. 250-500 and the mean value is Rs. 422 as per
our findings.
A very less number of people prefer hiring event management companies, the number
is as low as 11%, but one can see that the partial outsourcing is preferred by 58%
people.
The sample’s biggest constituent are professionals(43%) and the business class(28%)
people even then the biggest reason for the hindrance of event management companies
progress is over priced services (28%).
39% of the sample size gives more importance to overall arrangement rather than
other individual facilities, but still people go for partial services (58%) it reveals that
the complete services are expensive for the localites.
87% of the sample size feels that the event management industry will flourish in the
near future.
Therefore we can say that though the public is ready to accept the concept, but due to
reasons like higher expenses, poor availability and reliability of existing players, the
picture is not very rosy.
But as the awareness level of public will increase the growth of industry is bound to
happen. Partial outsourcing is popular as well as acceptable, to a greater extent,
therefore it can be hoped that event management companies as a full fledged service
provider will emerge.
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Key Problems
organize events, hire event management companies from Jaipur, Mumbai and
Delhi.
Cost factor influences people to take partial services from event management
companies.
Due to poor response and lack of cooperation from public the companies are
Economies of scale not available to companies, therefore big players are not
Recommendations
Companies need to focus on some particular kind of events that they will
organize, this will help them gain proficiency in their field, ultimately
People should be made aware about the concept through proper media
coverage telling them about the successful events and the benefits.
People should be made aware about the fact that hiring an event
management company would help them save time, efforts and cost.
Rather then looking at the press people as their competitor they must join
hand with them to share the cost and benefits also. Press people can get
redundant so Jaipur‘s business class must also know that its time to switch
over to the new tools like trade fares and road shows rather then press
advertising.
catering services the general market price is around Rs.75 per plate, but
generally companies are charging around Rs.140 per plate. Similarly the
Appendix
Questionnaire
Que.1-What is the number of events organised in the
city per month?
a) 1-5
b) 5-10
c) 10-15
d) 15-above
d) Permission
a) Yes
b) No
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