EVENT MANAGEMENT

TERM PAPER
(MGT695)

Submitted to:
Submitted by:
Ms.savita Ruchika
rajawat
BBA Vth sem
Sec:1709
 Reg
no:3020070011

TOPIC OF TERM PAPER

PROMOTIONAL EVENT OF 1
LAKH BUDGET
(FASHION FUSION EVENT)
“A fair question could be posed in this fashion: If people
are not obeying existing laws, what makes us think they
would obey any new laws?”

EVENT MANAGEMENT

Event management is the application of the management practice of project

management to the creation and development of festivals and events.

Event Management involves studying the intricacies of the brand, identifying

the target audience, devising the event concept, planning the logistics and
coordinating the technical aspects before actually executing the modalities of
the proposed event.

The recent growth of festivals and events as an industry around the world
means that the management can no longer be ad hoc. Events and festivals, such
as the Asian Games, have a large impact on their communities and, in some
cases, the whole country.

The industry now includes events of all sizes from the Olympics down to a
breakfast meeting for ten business people. Every industry, charity, society and
group will hold events of some type/size in order to market themselves, build
business relationships, raise money or celebrate.

PROMOTIONAL EVENT

When you launching a new product, opening a new office or outlet; or maybe
you’re re-branding your existing activities and need to tell as many people as
possible?

We know how important it is to build an audience, the larger the audience the
wider the message is spread so our promotional activities have to be fun,
interesting and eye catching!

These concepts of promotional event are designed to capture the imagination of

the audience and project your message in such a way that anyone subjected
retains the experience and spreads the word! Taking the message out into the
general public and is a delivery that we are proud to have extensive experience.
We are able to think logistically and creatively in order to capture the
imagination of the audience. Taking the message to the audience can be
effectively done though fashion shows, street entertainers, on street
competitions, exhibitions, cooking shows, prize draws, actors, music and just
about anything else we can think of that is attention grabbing!

FASHION SHOW

A fashion show is an event put on by a fashion designer to showcase his or her

upcoming line of clothing. In a typical fashion show, models walk the catwalk
dressed in the clothing created by the designer. Occasionally, fashion shows
take the form of installations, where the models are static, standing or sitting in
a constructed environment. The order in which each model walks out wearing a
specific outfit is usually planned in accordance to the statement that the
designer wants to make about his or her collection. The way that each outfit is
presented on the catwalk isn't necessarily the way the designer is trying to make
people wear his or her creations in everyday life. In this instance, this is more of
an intellectual–artistic construction of the designer for the same purpose of
making a statement or presenting a particular idea. It is then up to the audience
to not only try to understand what the designer is trying to say by the way the
collection is being presented, but to also visually deconstruct each outfit and try
to appreciate the detail and craftsmanship of every single piece. A wide range
of contemporary designers tend to produce their shows as theatrical productions
with elaborate sets and added elements such as live music or a variety of
technological component like holograms.
THE EVENT WE ORGANISED IS:
 Event Description
• Event Name: Fusion fashion event.
 • Event Type: Promotional Event.

• Location : Mumbai.
• Date : 27 Dec 2009.
• Duration : 3 days.
• Timings : 7:30- 11:00 pm
• Purpose Promoting the Brand.
For entertainment purpose.

• Objectives : The objective of this fusion fashion is

to create brand awareness about our Lilliput
brand and promotion of new clothes fashion
segment.

Event Management
• Physical Requirements
• Venue: A closed hall having a ramp with good
music system & fully A/C having capacity of more
than 200 people.

• Event Layout: As I already told that this is going

to be organise in an enclose space so interior has
to be in accordance with the theme i.e. promotion.

• Audience: As this event is a promotional event so

the target group is “CHILDERN AND THEIR
PARENT” because Lilliput is a children’s brand.
 • Impact:

 Social: As we know that this event

organised by Lilliput for promotion of
new brand which is fusion of western
and Indian culture. so the host
community is definitely going to
support this fashion show because this
they are promoting Indian culture
among our children.
 Economic: As the main motive of this
event is to promote the brand so it will
definitely have an economic impact on
the company as well as on the society.
• MAJOR ORGANISER OF THIS FASHION SHOW

As we know that Lilliput is doing this show for their brand

promotion so of course they are organising this fusion fashion
show with a tie up of lakme fashion event company.

APPROVALS AND CONSULTATION

• STATE GOVERNMENT: As we are organising this fashion
event in Mumbai so we have to take permission of
Maharashtra govt. to organise this event by following proper
rules and regulation.

• CITY: As we organising this event in a malls halls which is

a public place. So we have to take approval from the concern
authority like Municipal Corporation etc.

• POLICE: As we know that it going to be famous because

of presence of many celebrity models for judging the fashion
show and more than 100 people are attending the fashion
show so to manage the crowd and for vip security. We have
to inform the police well before the event has to be organised
and for this we have to take permission from local chief of
police for providing us a special police team.

• INSURANCE: As we know that with each and every event

some risks are associated for example fire , short-circuit and
any kind of accident with employee working over there etc.
So to overcome this kind of risk we have to get done
insurance before the event occur and this we have done for
our safety purpose or to overcome any financial of event
from these risk.

• HEALTH: As we know that for our fashion show we need

many skilled labours and technicians are required. They are
the backbone of the event and without them no event can
ever became successful. so it is our primary objective to
provide them safer work place by following the rules of
occupational safety and health act but we can’t believe on
life because we don’t know what is going to be happen
next .so for the safety purpose we have to do workers
compensation insurance.

• ENTERTAINMENT: As we are going to organise this event

on public place that is a hall in a mall of Mumbai which is a
public place so for temporary structure of stage and for using
loudspeaker and amplifier music we have to permission for
this because this going to create crowd and nose pollution
from state govt.under local govt. Act and regulations and also
a clearance from local environmental agency.

• SECURITY: As we know that this fashion show will be

attending by many famous celebrities of fashion industries so
for them we need a special VIP security for this we are going
to hire some private security agency and for crowd
management we are going to approach police department
before the event.

MARKETING
• MARKET ANALYSIS AND PLANNING

 CUSTOMER SEGMENTATION: As we know that

Lilliput is organising this fashion show event to
attract its target audience towards its new
segment of fusion theme of western and Indian.
Even in this event their target audience is
participating i.e. children because Lilliput is famous
brand of children clothing.

 MEETING AUDIENCE NEEDS:As we know that

their target audience is children and also that
today era children are more fashionable and every
time they want to try something new so keeping in
mind their target audience need they bought the
fusion fashion show so they get attracted towards
new theme of Lilliput

• ADVERTISING AND PROMOTION:

• MESSAGE: “WEAR IT AND LOVE IT”

It means that they are providing something new in

which you comfortable and fashionable and then you
are going to love and trust that brand because of our
quality and innovative segment of clothing.

• MEDIA: THIS FOR PROMOTIONAL PURPOSE

• ADVERTISING

 PRINT

 RADIO

 TELEVISION

 BROCHURES

• PRINT MEDIA
• RADIO ADVERTISMENT: As we know that in today era
radio FM is most popular media among the youngster and
children so it is going to be beneficial to do advertisement on
radio FM regarding this fashion show and their new segment.

• TELEVISION: As we know that children are fond of

cartoon channels like cartoon network ,Disney and many
more so we are going to give our advertisement on this
channel regarding our fashion show and their new segment
of fusion clothes.

• MARKETING BUDGET:

Promotional tools Investment in

(Rs)

• TV ADVERTISMENT 30,000

• PRINT 20,000
 • RADIO 10,000

TOTAL 60,000

• PUBLIC RELATION: As know that for an it is very

important for a company like LLILPUT to maintain the healthy
relation with media, VIP and sponsors.

 PRESS RELEASE: In this we are going to provide before

and after the event photographs and also providing in
formations and any information regarding any incident
that happened during event.

 MEDIA BRIEFING: In this we are going to appoint a

public relation manager and a speaker which are going to
handle media quires and also providing latest up to date
information regarding fashion show of Lilliput.

FINANCIAL ANALYSIS

PRE-REQUSITES INVESTMENT
(Rs)

• LOCATION 40,000

• TV ADVERTISMENT 30,000

• RADIO 5,000

• PRINT 20,000

• LIGHTNING 5,000

TOTAL 1, 00,000

RISK ANALYSIS

• RISK IDENTIFICATION

Over crowded

Power failure

Technical problems
 Designer’s problem

• ASSESSING OF RISK

As we know that this is an indoor event so over crowd and

power failure can become the major reason for failure of
this event and if this happened then company has to face
big losses regarding their launch of new segments.

• MANAGEMENT OF RISK

As we know that this type of risk can cause various

problems so we have to keep some back up plans to
manage these risks like power failure problem we have to
keep a generators and sound problems then we have to
keep alternative like an extra sound system.

EVENT STAGING

• THEME OF THE EVENT

“FUSION FASHION SHOW”

“WEAR IT AND LOVE IT”

This theme of the event going to represent that this event

is based on fusion of two different cultures i.e. Indian and
western culture so all the decoration and lighting of the
event based upon this theme of the show and as we know
that Lilliput is also doing this show for their brand
awareness so they include their tag line with it i.e. wear it,
love it that means they designed this kind of cloth which
are fashionable and love it to wear because they are so
comfortable to wear.

• DECOR

 LAYOUT: As this is based upon fusion of western and

Indian culture so all the decoration like sound, music
and stage decoration is based upon fusion theme.
  ENTERTAINMENT: As we know that this is a fashion
even so it is only for entertainment purpose and in
this we are also going to organise some games for
children and lucky draw for their parents.

• SERVICE

 ELECTRICITY: As we know that electricity is the very

important aspect of our event so for this we have to
take special permission of electricity board from
state government.

 PARKING FACILITY:As we are organising this event

in a hall of a mall in Mumbai so parking facility is
automatically available there

So there is no need to arrange extra place for

parking because we are going to use mall parking
only.

• CATERING

 PROVIDER: As we know that Lilliput is a reputated

brand and also for good hosting they are going to
hire catering facility from outside.

 FACILITY: we are going to organise food facility in

small shops or stalls outside the mall or near the hall
where we are going to have our fashion show.

 FOOD SAFETY PLAN: For this we are going to have

an FDA agent for checking the quality of food in that
shops which are organised or hire by company.

STAFFING

• SELECTION AND RECURITMENT: We are going to hire

already skilled people from an event company so to
minimize the cost of training.
• BRIEFING: Before starting of the event we are going to
organise a meeting of our event management to tell them
what to do, how to do, when to do.

• RECOGANISATION STRATERGIES: In this a proper planning

should be made well in advance so as to give proper rewards to the
employees who have performed exceptionally well.

OPERTIONAL PLAN

• POLICIES: For this we have made a special help desk for any kind of
quires related to the event and registration of child for modelling purpose.

• PROCEDURE AND CHECLIST: As to avoid any kind of

misunderstanding and delay in event we have make a proper map of the
event and checklist i.e. what things I have to do & in which order.
• CONTINGENCY PLANS:

 Fire: In this I have informed the fire brigade deptt. Well before.
 Delay & Cancellation: For this I have planned various contests for
children.

EVALUATION

• POST EVENT EVALUATION:

• OBJECTIVE: For entertainment purpose.

For brand awareness.

• MEASURES: By counting the number of audience .

Through feedback from audience.

Through the sales of the fusion segment

• ANALYSIS: By matching the achieved objective with the set one &
taking required steps in order for future use.
• REPORT: Making a report about the event which is going to be
published in the print media.
;