UNIVERSITY OF MUMBAI

PILLAI INSTITUTE OF MANAGEMENT STUDIES &

RESEARCH
PANVEL, NAVI MUMBAI

A PROJECT REPORT ON
“3 FOX ENTERTAINMENT & EVENTS”

SUBMITTED BY
SIDDHANT BHASKAR TAMBE
ROLL NO. - 106
IN PARTIAL FULFILLMENT OF THE REQUIRENMENTS
FOR THE DEGREE OF
MASTER OF MANAGEMENT STUDIES
(MMS)

UNDER THE GUIDANCE OF

Prof.Bimal Kumar Ekka

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 University Of Mumbai

A PROJECT REPORT

ON

“3 FOX ENTERTAINMENT & EVENTS”

Submitted by

SIDDHANT TAMBE

In partial fulfillment for the award of the degree of

MASTER OF MANAGEMENT STUDIES

MMS

(2016-2018)

PILLAI INSTITUTE OF MANAGEMENT STUDIES &

RESEARCH PANVEL,NAVI MUMBAI

2
 DECLARATION

I, Siddhant Tambe studying in SYMMS of PILLAI INSTITUTE OF

MANAGEMENT STUDIES & RESEARCH hereby declare that I have
completed the project on “3 FOX ENTERTAINMENT & EVENTS” in
the year 2016-2018 as per the requirements of the University of Mumbai
as a part of MMS programme.

The information presented in this project is true & original to the best of
my knowledge.

Student’s signature;
Siddhant Tambe
Roll no.-106

Date:
Place: Navi Mumbai

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 CERTIFICATE OF APPROVAL

This is to certify that the project titled “3 FOX ENTERTAINMENT &

EVENTS” as a part of the curriculum of Master of Management Studies,
submitted by Mr.Siddhant Tambe, a student of Pillai Institute of Management
Studies and Research has been approved.

Faculty Guide Director

Prof.Bimal Kumar Ekka Dr.Satish Nair

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 ACKNOWLEDGEMENT

A lot of people played a vital role in the completion of this project.

I would like to express my heartfelt gratitude to them for their
indispensable support towards the completion of this project.
I would first like to thank our director Dr. Satish Nair for his
valuable support.
I am grateful to my project Prof.Bimal Kumar Ekka for having
confidence in me to carry out this study & extending valuable
guidance & encouragement from time to time, without which it
would not have been possible to undertake & complete this
project.

And last but not the least my parents & friends for their valuable
comments & suggestions for making this learning experience for
me.

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 INDEX
Sr. No Topic Pg. No

1 Executive Summary 7

2 Introduction 8

3 Objective Of The Study 11

4 Company Profile 16

5 Industry Analysis - PESTEL Analysis 20

6 Activities In Event Management 21

7 Events In Navi Mumbai 26

8 Scope & Challenges 28

9 Marketing Strategy 30

10 Segmentation 32

11 Competitors 33

12 SWOT Analysis 35

13 Data Analysis & Interpretation 36

14 Findings & Recommendation 43

15 Conclusion 45

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 Executive Summary
“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 Navi Mumbai 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 Navi Mumbai 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 have accepted these concepts much widely then any other community.

It is expected that event management industry will gear up in Navi Mumbai 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 Navi Mumbai 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.

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 Introduction to Event Management
“Events are occurrence designed for marketing interests.”

- Philip Kotler

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 clients
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.

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 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.
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.

Keys to successful events:

Organization

Co-operation

The industry in India is expected to cross Rs 10,000 crore mark by 2020-21, as per an EY-
EEMA (Event and Entertainment Management Association) report. The industry, which was at
Rs 5,631 crore in 2016-17 overall, has been growing at a 16% CAGR, even overtaking the
Indian media and entertainment (M&E) industry.

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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

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Event Industry
Event Management is a multi-crore industry with mega shows and events hosted regularly. In
India even personal functions like marriages and birthday parties have become important social
matters, and have to be professionally managed. The growth of sophisticated and mega
companies have brought forth a spurt of meetings, seminars, exhibitions, conferences, product
launches with everything being a matter of class and style. Then comes the innumerable celebrity
shows, international artists shows, shows for a cause, road shows, competitions, that India has
seen of late.

More than 200 companies have forayed into events. The early 90s has seen events spend at a
mere 20 crores but now it has increased to over 500 crores. Growth is therefore 400% annually.
The FICCI (Federation of Indian Chambers of Commerce & Industry) had estimated event
management to be a 3500 crore industry by 2009. But surprisingly, research showed that there
was no formalized education to teach event management and Companies found their executives
not up to the mark to handle events. It was not so easy to train because event management
includes organizational skills, technical knowledge, P.R., marketing, advertising, catering,
logistics, decor, glamour identity, human relations, study of law and licenses, risk managements,
budgeting, study of allied like television and other media and several other areas.

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Why Events
1. Brand Building
Creating awareness about the launch of new products/brand

Enormous nos. of brand/product is launched every month. Similarly innumerable new music
albums, films, etc get released periodically. This tends to create clutter of product launches.
The large no. of launches also leads to need to overcome the another-product.
The need to therefore catch the attention of the target audience at the time of launch
becomes very important.
Presentation of brand description to highlight the added features of product/services

Sometimes technological changes pave the way for manufactures or service providers to
augment their products. To convey this via traditional modes of communication to the
existing and potential customer base may sometimes be futile.
Special service camps of exhibitions are the perfect events that provide the opportunity for a
two way interaction and error free communication.
For Example, IMTEX, the Industrial Machine Tools Exhibition, is an event used by most
machine tool manufactures to explain and highlight the new and improved features of their
product.
Helping in communicating the repositioning of brands/products

Events can be designed to assist in changing beliefs about firms/products/services.

Associating the brand personality of clients with the personality of target market

Citibank is an elite bank where people do banking with pride. Hence, other premium brands
would like to associate themselves with the same audience so as to benefit from the rub-off
effect.

An exhibition-cum-sale event organized exclusively for Citibank credit card holders, small
merchandisers get to do business with the Citibank customers, as well as build and maintain
a premium image for them. Here Citibank acts as the event organizer and small
merchandiser’s acts as participants so that they can associate the personality of their products
with the personality of Citibank customers.

Creating and maintaining brand identity:

By satisfying individuals need.

By fulfilling client’s objective.
By providing quality in their work
By working effectively and efficiently.

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2.Image Building

By building trust.
By providing quality at reasonable prices
Not doing cheats with the customers

3. Focusing the Target Market

Helping in avoidance of clutter

Even though some events do get congested with too many advertisements, events still
provide and effective means of being spotted.

For example, Title sponsorship of a major event provides the sponsor immense benefit since
the sponsors name is mentioned along with the event like Hero Cup, Femina Miss India, Lux
Zee Cine Awards.

Enabling interactive mode of communication

Events generally provide an opportunity for buyers and sellers to interact. They also provide
a foundation for exchange and sharing of knowledge between professionals. Example: Bang!
Linux2000, Auto Expo.

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 Objective Of The Study:

Research Methodology:
According to Robert Ross, “Research is essentially an investigation, a recording and an analysis
of evidence for the purpose of gaining knowledge”. Research can be generally defined as
systematic methods of finding solution to problems. Research is an art of scientific information.
It involves gathering data, use of statistical techniques, interpretation and drawing conclusion
about the research data. Methodology is a method of solving problems systematically. It is based
on both primary data and secondary data collected, mainly from magazines, journals, books,
internet and previous studies.

1. The objective of this study is to understand the following things:-

 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.

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 Company Profile:
3 FOX ENTERTAINMENT & EVENTS:
Mission:
To constantly innovate, imagine and inspire to exceed client expectations.

Vision:
To be the most quality conscious event management company in India.

Objective:
Our OBJECTIVE is simply to certify enchantment for all the services we provide to our
clients as we have an uncanny ability to convert ideas to things, and eventually a reality,
which is the backbone to success!

Goal:
Our goal of team at the VA will cater to all your needs no matter how trivial it is. We believe
each action of ours is crucial as it is not enough to take steps which may lead to a goal; each
step must be a goal in itself.

Passion, enthusiasm and dedication of our team ensures that we share good VIBES with
you by providing end to end solutions totally on the basis of sheer hard work and ability to
convert your dreams into a reality.

Core Values:
 Our customer: To become most caring Event Management organization by
providing the most courteous and efficient service in every area of our
business.
 Our employee: By promoting the well being of the members of the staff.
 Community: Assuring our socially responsible corporate entity in a tangible
manner through close adherence to national policies and objective.

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3 Fox Entertainment & Events is a full-service event management company in Navi Mumbai
dedicated to quality and excellence. Since establishment, they have continuously strived
towards the flawless execution of events. They manage events across all major cities in India.

No matter what your requirement may be, our first priority lies in gaining an in-depth
understanding of how your business works, what you hope to achieve, and what they can do to
deliver results that exceed all expectations.

At 3 Fox Entertainment & Events, your money is important – to you and them. They ensure cost-
effective service, accountability and flexibility. Most of all, they treat your event like it is thiers.
Whatever your budget, they have solutions you will not find elsewhere.

"Excellence is the ability to perpetually improve the quality of what one has to offer…"

3 Fox Entertainment & Events is a full service event management company based in Mumbai,
managing events across all major cities in India (Navi Mumbai, Bangalore, Hyderabad, Kolkata,
Chennai, Pune, etc) Since establishment, they have continuously strived towards flawless
execution of events. Our established systems and processes ensure a seamless flow of work from
beginning to end.

Their expertise transcends industries. From Auto, IT and Retail to Financial Services, Tourism
and F&B, they have made our mark as a competitive agency striving to create memorable
experiences for their clients as well as their guests. Right from the initial conception (pre-event
publicity, venue research & booking, transport, catering, etc), to turnkey production (set-up, on-
site management, staffing, stage designing, entertainment, security, etc), to post-event support
(final material distribution, delegate attendance assessment, post-event report, etc) – they take
care of everything.

Despite their focus on the corporate market, they dedicate equal attention to private parties,
weddings and intimate events. They incorporate originality and creativity to create some of the
most inspiring, unique and exciting celebrations you will witness.

They provide specialized solutions for Corporate Events (Conference & Seminar Management,
Award Ceremonies, HR Initiatives, etc) and several variants of Live Events and Personal
Celebrations.

Despite their focus on the corporate market, they dedicate equal attention to weddings and other
personal events.

The Wedding Co. is a team of wedding planners with the ability and passion to organize and
execute economical yet exceptionally premium weddings. Based out of Mumbai, their
capabilities reach far and wide, covering local celebrations as well as destination weddings. The
Wedding Co. has an extensive network of resources, allowing for extraordinary and chic
weddings to take place at any location.

Wedding management and planning can be a daunting task for any bride and groom, or their
families. And hence, The Wedding Co. thrives upon making the planning process as exciting and

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stress-free as possible. Our wedding planners provide an in depth guidance to the families,
managing from start to finish and planned to perfection, presenting a fresh perspective and novel
approach to weddings.

Through the planning process, they offer you various alternatives so that planning your dream
wedding can be budget friendly. At The Wedding Co. they understand that your money is
important to you, and therefore to them. Their extensive vendor network helps you get the finest
wedding possible, always.

Being an extension of a premium event management company, 3 Fox Entertainment & Events,
only adds that extra element to our overall management expertise. 3 Fox Entertainment & Events
has a wide network and general brand reputation which benefits at every available opportunity.

Their expertise as wedding organizers excels boundaries whilst keeping in mind traditional
expectations. Together, They bring you a beautiful wedding with memories that will surpass
your expectations and be. treasured with.

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 Industry Analysis
PESTEL Analysis for 3 Fox Entertainment & Events:
It includes PEST and it stands for political, economic, social and technological. Two
more factors, the environmental and legal factor, are defined within the PESTEL
analysis.

PESTEL analysis:

Political factors
· Taxation Policy
· Governmental stability
· Trade regulations
· Unemployment Policy, etc.
·
Economical factors
· Interest rate
· Recession or Boom
· Customer liquidations
· Inflation rate
· Growth in spending power
· Rate of people in a pensionable age
· Balances of Sharing

Socio-cultural:
· Values, beliefs
· Language
· time orientation
· lifestyle
· religion
· education
· literacy

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 Technological factors:
· Internet
· Electronic Media
· Research and Development
· E-commerce
· Social Media
· Rate of technological change
Environmental factors:
· Waste disposal
· Energy consumption
· Competitive advantage
· Pollution monitoring, etc.

Legal factors:
· Product safety
· Advertising regulations
· employment law
· Health and safety
· Product labeling
· Labor laws etc.

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 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. Keeping the feasibility
in mind physical design are finalized and contractors begin work. Here fire, safety and insurance
issues need to be taken care of. The 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’

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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 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 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.

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Finally, the most important part of Event Management is the execution of the Event as 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.

Key Issue For Event Marketing

The Human Dimension
A key issue for Event Marketing is having the right human resources communicating
the brand values. The importance of having the right people working that truly
understand the brand was emphasized by almost all the interviewees.The human
dimension of Event Marketing is what creates the uniqueness to the brand in an event,
especially for high-involvement purchases.
In the capital goods industry, where high involvement decisions are taken and more reliable
information is needed, interaction serves as a great function. When buying a car, the
consumer is making one of his/her biggest investments, the consumer is more sensitive and
might require more than one-way communication to convert to another brand.

The Human Context

To add a human dimension might sound an easy solution in order to communicate the brand
identity. However, the human being is rather complex in her way of learning, interpreting
and understanding, since the person is characterized by her context.

Everything the human being experiences will affect the way the person interprets situations.
Unless she experiences a situation, which requires new behavior and this behavior is
positive, person will not change her way of acting. However, if person is put in a situation in
which person has to experience a new way of acting and if the experience is interpreted as
positive, it is most likely that person will repeat the behavior in a similar situation.

Mental Models are deeply ingrained assumptions and generalizations that influence how we
understand the world and how we take action. The models keep us in the same pattern of
both thinking and acting.

By questioning the Mental Models people see matters from a different perspective and
openness. But in order to be able to question the Mental Models we first must realize that
there has to be something to gain by questioning them.

Most managers today only see the brand as the company’s logo and corporate identity program,
but in the future the company “brand” will have to communicate what an organization is and
what it stands for. Therefore the manager must change the interpretation of the brand

It is as important to win a distinctive place in the perception of a company’s actual and

perspective customers, as it is the same with the employees.

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Since it is the human dimension that adds the value to a customer in an event, all members
and functions in the organization must not only be market orientated in general but also
market orientated in combination with the brand values? It is a common fact that people are
different and cannot adjust to all situations.

Several interviewees supported this when mentioning that there has to be a match between
the individual values and the company values.

One crucial factor might be the individual’s ability to learn, since the individual must not
only understand the added values in the brand identity but also learn to interpret the different
situations that might occur during an event, and combine the behavior to the specific
situation.

It is the individual’s perception of the current situation together with how he/she translates
the added values to fit to that specific situation that will help or not help the company.

Integrated Organization
When working with Event Marketing it is important to have a well-integrated organization,
therefore we agree, “That internal marketing builds service quality”.

By learning how different components in a system interact will increase the understanding of
how the entire system works. Understanding just one component by itself that is isolated
from the others will not be enough.

A company itself is a complex system that is connected by a series of contacts and the
components in this system are highly integrated.

Since we are a part of this network, we most often only see specific components and are
puzzled by that we cannot find good solutions to our greatest problems. System thinking is a
term that contains knowledge and different tools, which can help us, understand and
influence the entire patterns in an organization.

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 Event Management in Navi Mumbai
Event Management in Navi Mumbai 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 Navi Mumbai.

The most common events organized here are:

 Utasav

 Décor India

 Handicrafts

 Mela

 Different Corporate Meetings

 Fashion Shows

 Musical Concerts

 Dandiya Raas

 Nightlife parties

 Concerts & shows

 Fest & live shows

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.

Event Management is still at a personal level. There is no full- fledged event Management
Company working in the city, but below mentioned organizations are acting as partial or
complete service providers.

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 Current Scope & Challenges

The event industry is large and growing, offering employment and personal fulfillment in many
different ways. The event industry is huge: in UK alone, it is valued at £37bn… and the total
market value worldwide is infinitely bigger. In India, its market is approximately Rs. 500 crore.
The scale and diversity of the event market place means that there are excellent career prospects
for qualified professionals in a variety of settings like: sport, music, fashion, arts, business,
politics, education and charity sectors, all use events to achieve desire objective.

Given this variety, events provide opportunities for people to apply their skills, talent and
personality. Event jobs in the following sectors:

Corporate: Events are used to meet objectives such as connecting with business regulars
engaging consumers and rewarding staff.

National or local Government: Events are vehicles to drive the economy, showcase a nation or
bring together local communities.

Charity or voluntary: Events are used to raise awareness and generate valuable income for
charitable causes.

Agency or freelance: Event planning and delivery is often carried out by agencies or freelancers
working in collaboration with the client and other suppliers.

Event venues: Sports stadiums, entertainment venues, hotels, conference centres, university
facilities, restaurants and bars can all play host to events and provide employment opportunities
Event-management companies are those organizations that take on the project of managing a
particular event of their client from the beginning to end. A relatively new breed of companies in
the Indian corporate line, these companies are however, getting increasingly important with the
rise in corporate and personal events needing professionals to manage them.

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Scope:
With the Indian economy opening up and throwing open its doors to global MNCs, there has
been a sea change in the way large corporate houses do business. Bigger is increasingly
becoming better, and who better to manage their ambitious public-relations events than
professionals who have the expertise and resources of making every announcement, event big.
Their scope includes these broad heads:

• Corporate: High-level meetings, conferences, exhibitions, product launches, seminars or even

employee.
• Social: Family functions particularly weddings, birthday celebrations, house-warming rituals
etc.
• Celebrity Circuit: Celebrity shows, international artists shows, road shows, competitions and
social-causes shows.
• Sports: Every kind of popular sport whether cricket or Formula One race.
• Cultural: This includes events which are cultural or are heritage, art based.

Areas of expertise:

Almost every big event-management company boasts of a complete bouquet of expertise all
assimilated under one roof so that the client need not worry about any aspect of the event.

Industry Figures:

Still a largely un-organized sector, reports and studies are few. However, the structure of the
event management market in India is slowly changing from an unorganized market.

· The market for event management in India is expected to witness growth of 25% p.a. and reach
INR 23 billion by 2012.
· The number of event management companies is under 5000 presently.
· Growth in consumer spending and disposable income.
· Increase in below the line promotion among establishments.
· Rising need of organized and structured event.
· Rise in the number of institutions offering course/specialization in event management.
·

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Challenges:
However, some of the pertinent issues faced by entrepreneurs desirous of in setting up a event-
management venture are:

•Lengthy procedure for import of equipment.

• High levels of entertainment tax imposed by the state/central governments.

Clearly the key trends and drivers for growth point towards a successful horizon for the event
management companies in India. With corporate and personal occasions needing professionals to
manage them, the demand for event managers is burgeoning. The hitherto unorganized sector is
now recognized as a sunrise industry. Here are the details on the scope of this career. Event
management at one time was about planning, organization and execution of a project/activity
such as parties, weddings, product launches, conferences, etc. Today, it encompasses a wide
range of profiles that offer thrilling opportunities to those with an eye for detail and a flair for
organizing. Events attract considerable media attention, draw sizeable investment from sponsors,
involve interactions with the public, invitees or participants and contain non-negotiable dates.
They also require seamless integration of hundreds of non-standard elements across
infrastructure, permissions, performers, props and personnel.

Risks include (but are not limited to):

Audience or participant dissatisfaction

Failure to achieve event objectives

Withholding of payments by sponsors

Loss of reputation

Loss of life

The events and activation company has to manage risks by adopting a defined risk management
approach. Our survey indicates that these companies face the highest risks around safety,
procurement and event quality. However, only 17% of the survey respondents conducted a
formal and documented risk management exercise for all events managed by them, while 61%
conducted some level of risk management for their marquee events or for events with a
considerable level of public exposure.

The Event and Entertainment Management Association (EEMA) launched the first ever white
paper written in India on the events and activation Industry at EEMAGINE 2012. The White
paper was launched by Minister of Information and Broadcasting, Ambika Soni and Farokh
Balsara, Media & Entertainment Leader – Europe, Middle East, India and Africa (EMEIA),
along with research agency Ernst & Young.

According to the report the organized portion of the Indian events and activation industry is
estimated at around Rs 2,800 crore in 2011-12. The industry has grown at over 20 percent during
26
the last two years and is expected to grow to Rs 4,375 crore by 2013-14. The report was prduced
by EEMA and Ernst & Young. The report identifies the unorganised events and activation sector
as well, which could be as large as or even larger than the organized portion of the industry.

More than 150 event management companies from all across the country along with speakers
like Ekta Kapoor, Indian TV and Film Producer and Joint Managing Director and Creative
Director of Balaji Telefilms; Ranjivjit Singh, CMO, PPS, HP India; Amit Tiwari, Director,
Country Head Media, Phillips India, among others, participated in the event. Subjects like „The
changes in the industry so far and the essential changes to be done in future‟; „Creating harmony
together‟; „Mantras to success‟; „Looking at the key areas for change‟, „Awakening the internal
motivation to make the change happen‟ were discussed.

Commenting on the growth of the industry, Brian Tellis, President – EEMA India, said, “The
business has shown an unswerving growth pattern, with 20 per cent increase during the last two
years. And I look forward to a more strengthened position with the help from regulatory bodies.”

Sharing his views on the subject, Ashish Pherwani, Partner & Segment Champion – events, Ernst
& Young said, “Over the past few years, the industry has grown considerably and through this
paper, we have endeavoured to capture the trends and challenges that this dynamic industry
faces.”

Pherwani said that the industry‟s growth will be driven by development of IP, sports properties,
digital activation and rural properties. In fact, industry leaders are of the opinion that growth will
be driven by development in these areas, which target rural audiences in consideration with
increased spends in tier 2 and tier 3 cities. Marketers plan to increase the proportion of their BTL
spends from 17.8 per cent today to 19.6 per cent by 2013–14. “The organized portion of this
industry is poised to increase as advertisers‟ increase their below-the-line spends over the next
two years, build communities and amplify the customer experiences they create,” Pherwani
added.

According to the report, the organized events and activation sector showed an average growth
rate of more than 20 per cent during the last two years because of increasing confidence being
shown by marketers in events and activation for their business growth. The organized sector
accounts for around 40 per cent of the total events industry.

The total number of events delivered grew 24 per cent in 2011–12 as compared to 2010–11.
The number of IP doubled in terms of share of total events from 1 per cent to 2 per cent, while
the main growth was noted in managed events, which increased its share from 65 per cent to
70 per cent of total events conducted.

According to the report events and activation industry in India has seen the lowest transactions
activity among all segments of the media and entertainment sector because of its small size, lack
of human resources and absence of bankable IP.

However, on a more positive note, most marketers indicated that they are likely to increase their
expenditure on events and activations if the ROI can have a fixed standard. However, because of

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the unparallel events, there is no universally accepted standard today to measure return on events
and activation spends.

Earnings before interest, depreciation, taxes and amortization (EBIDTA) figures show that the
current profit margin, on average, stood at around 19 per cent of total revenues. Debtors days
stood at a healthy 59 days, as most events and activation companies only paid creditors and
vendors from advances of collections made from customers.

Thus, it was suggested that rationalization of entertainment tax is a necessity. If a uniform

percentage is developed, events in many states can be made viable. Ticketed events have fared
extremely poorly in India due to high taxes. As a conclusion to this, the report says that there is a
need for a tax waiver/ holiday for five years to give a boost to the live entertainment segment of
the industry.

Growth in the live events segment can lead to economic growth, increased tourism and
employment generation.

Event management is catching the attention of companies and graduates alike. It does not have a
textbook definition and to try and define it would mean to borrow heavily from mainstream
management and media concepts. It usually consists of conceptualization, planning, budgeting,
and execution of below-the-line activities such as exhibitions, stage shows, fashion or rock
shows, music concerts, celebrity appearances, fashion or charity shows, conferences, weddings,
product or brand launches, and sports shows to name few.

Events begin where the glamour ends. EM is the most intimate form of marketing. It is a
controlled activity aimed at the target audience. Events have always been there. In the past

meeting, organizing and project planning were the form of event management as a profession.
Today it is much more professional and more organized a sector than, a decade ago. Event
management was started, the moment multinationals started pouring in, when our markets
liberalized in the 80s. It is difficult to pinpoint exactly when event management broke away from
mainstream course and started carving a niche for itself in the industry. Maybe it was around
1996 that it rapidly gained importance as a professionally managed niche of marketing.

Companies realize that through events they can reach out to customers more closely, more
intimately and it is cheaper than mainstream or conventional forms of communication, say
television or print. It can be called as 'experiential marketing', or niche marketing, where the
environment is controlled to suit the needs of the product.

The show being showcased and the output being far tangible that that of the conventional media.
An event is a niche communication medium that allows companies to reach their target audience
directly with tangible outcomes, which are not possible through conventional forms of
advertisement. Through events, we can select and reach out directly to our target audience, we
can control our budgets and at the end of the event tangibly analyze if the event was a success or
not. This is quite difficult, in mainstream communications, where the results are intangible and
we are not sure who is seeing it and whom the communication reaches out to.

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 Marketing Strategy
Every business needs to construct, maintain and continually evolve an integrated marketing
communication system. Such a system is comprised of advertising, publicity or public relations
and personal selling with all parts focusing on the firm’s targeted customers and delivering a
consistent and reinforcing message that extols the benefits of the firm’s products or services.
Entrepreneurs who fail to communicate with their customers run a serious risk of declining sales.
Their silence may be perceived by customers as a lack of interest on the part of the business. So
as new entrepreneurs, we need to identify our potential targeted customers and make a structure
of marketing communication system to maintain a decent communicative relation with those
customers.

Product or Services
Business means to make profit by selling products or services and satisfy the customers by
fulfilling their needs. We are not selling product directly where as its more about providing
service. Arranging various Events is our main service including the main outfit. Our service is
not only about outfit but also about interior designing, architecture, printing & packaging, annual
meeting/ Seminar/ conference/ fair/ exhibition etc arrange and decorate, arrangement of national
and international concert, catering, whole decoration including the place and dalas, music
system, photography, rent a car, mehendi on hand, distributing invitation cards etc. we mainly try
to work with colors and try to give a colorful flavor. We hire the special teams who mainly work
as our agent.

Price
In pricing strategy it varies from event to event depending on how much they want to spend for
their event. The more they will spend the more it will be creative and gorgeous. From customer
budget we usually fix how much will be spend on what sector. But still we have three kind of
package in three different prices. Depending on the season our price even varies. Depending on
the pick and off pick season the price varies from event to event. December and January is winter
season and very suitable for any Event such as concert, wedding ceremony, annual general
meeting etc. June, July is also consider as our pick season because lots of people come from
abroad to get married or to attain friends and relatives wedding. So the price is little higher
during this time from the whole year.
29
We try to give discount to our client from our agents so that it becomes beneficial for our clients.
At the same time its beneficial for our agent too because they are getting all of our customers.
For giving this kind of facilities we have to go for contract with our agents that if we send our
customers to them they will honor them by giving discount.

Promotion
Promotion is a sales presentation that is non-personal in nature and is paid by any identified
sponsors. Again, it is a form of communication intended to persuade an audience to purchase or
take some action upon products, ideas, or services. It includes the name of a product or service
and how that product or service could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand. These messages are usually paid for by sponsors
and viewed via various media. Advertising can also serve to communicate an idea to a large
number of people but we are not available in any kinds of advertisement through Tvc. As Event
planners, the first and foremost thing is to make company profile, business proposal and leaflet
for advertising and promotion of our services. Actually, our targeted customers are upper class
and upper middle class people, various reputed organization and their key person. So we choose
these types of places for our advertisements, where most of the time they are found to shop
trendy stuffs. Besides, facebook can play a vital role for the advertisement because almost every
person has his or her own account in facebook. These activities for our advertisements are
applicable for future or after getting little bit known by the people. But for the first time we want
to target our family members and friends to promote and gradually we will expand our networks
in future by leaflets and facebook.

Place
3 Fox Entertainment & Events is situated in the Navi Mumbai which is very busy area and most
of our target customers/ organizations are situated. Moreover it is very easy for the organization
to communicate with all other clients or companies located different place as a result our
executive can easily move on to that particular organization for meeting purpose. So consider
about location or place 3 Fox Entertainment & Events is in strong position.

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 Segmentation:

 CORPORATE
Product launches
Conferences/ Convention Shareholders Meeting
Employee Get-together
Exhibition Road shows
Press conferences
Promotion

 ENTERTAINMENT
Celebrity Performances
Musical Nights
Award Functions Fashion Shows
Beauty/Personality Pageants
Cultural Program (Dandiya Raas, etc.)

 SOCIAL/PERSONAL
Weddings
Birthday Parties
Personal Celebration
Family/ Friends/Associates- Get together
Opening Ceremony Function
Association- Meetings/Educational Workshops.

 POLITICAL
Political Conventions
Political Rallies/Meetings Election Campaigns

 OTHERS
Theatre Shows/Plays
Premiers
Government Contracts
Food Festivals
Religious Sammellans
College Events

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 Competitors:
The field of Event Management is a very competitive sector and to survive in the competitive
market each and every event management companies are take different types of planning,
strategy and competing with each other. Now a days in the field of Navi Mumbai there are
different event management companies exist where each and everyone are competing with one
another to keep their appearance in the market. During my internship period one of my major
responsibility was to monitor the activities of the competitor of 3 Fox Entertainment & Events.
The list of major competitors of 3 Fox Entertainment & Events in Navi Mumbai are given
below:-


UTEX EVENTS

Service Range: Brand management, Corporate program, Sports Management, Social

campaign, Media, Sales management, Distribution, Road show, TV show, Music
activation, Merchandising, Session design ( leadership, team building, motivation,
presentation skill) etc.


ICAN EVENTS.

Service Range: Events, Activation and Retail compaign.


BD Event Management & Wedding Planners

Service Range: Event Management, employee meetings, wedding planning, birthday

party, marriage anniversary etc.


Wedding Diary

Service Range: Event Management, Wedding Photography, Wedding Film,

Cinematography, Videography, Traditional & Thematic Decoration etc.

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 
ASK-THE EVENT ASSOCIATES

Service Range: Event management, Advertising, Integrated Marketing Campaign, Trade

promotion, Competitive Market Research, Consumer Attitude Research, New Market
Analysis, Door to Door Promotion, Corporate Identity Develop/ Campaign, Road show,
In shop activities/ Merchandising, Outdoor Branding, Celebrity Management, Event
Planning, Management and Campaign, Sales base activation, Database Collection and
Maintenance, Public Relation, Rural Awareness Program, Brand Audit, Video on Wheel
(VOW), Training & Workshop, Print and Production work.


Spark Eventz

Service Range : Social/life–cycle events ( Wedding,Gaye Holud Party, Reception Party,

Engagement, Anniversary, Birthday party, Stage party, Graduation day etc. )

Education and career events (Education fair, job fair, workshop, seminar, debate, contest,
competition etc.) andEntertainment events (Music concerts, fairs, festivals, award
functions, celebrity nights, stage shows etc.) etc.


I-Station Limited.

Service Range : Corporate Event, Exhibition, Trade Show & Seminar/Conference,

Guest/Celebrity Management etc.


PARTY PURPLE EVENTS

Service Range : Corporate events (meetings and conferences), Wedding, Road shows
and special corporate hospitality events like concerts, award ceremonies, film premieres,
launches release parties, Press etc.

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 SWOT Analysis:
In SWOT Analysis:

'S' stands for Strengths

'W' stands for Weaknesses

'O' stands for Opportunities

'T' stands for Threats

A SWOT analysis depicts the internal strengths and weaknesses of a company, plan, event,
etcetera, and indicates how these can be used to grasp external opportunities and to resolve any
external threats.

So, if you are organizing an event, big or small, you should sit down, take a coffee and free your
mind for a hour to make yourself a solid SWOT for your coming event.

This small research will help you in planning and managing an effecting event campaign.

For this report I have done an small SWOT analysis for 3 Fox Entertainment & Events which is
given below-

Strengths:
These are the attributes of 3 Fox Entertainment & Events which are helpful in achieving project's
objectives.

 Experienced event team

 High motivation level
 Excellent PR
 Strong media and corporate contacts
 Usage of the right event marketing tools

Weaknesses:
These are the attributes of 3 Fox Entertainment & Events which are harmful in achieving
project's objectives.

 Small social follower base

 Not a lot of brand recognition
 Small budget & Market share
 lack of funds
 low energy level

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Opportunities:
These are those external factors which are helpful in achieving the project's objectives.

 Little competition
 Favorable economic conditions
 Support from the local authorities
 Availability of the state of the art infrastructure
 Great weather coming up.

Threats:
These are those external factors which are harmful in achieving the project's objectives for 3 Fox
Entertainment & Events.

 High competition
 Bad weather
 Poor infrastructure
 High lab our rate
 Unavailability of raw material

It is very important that you conduct SWOT analysis before developing an event plan to develop
a strategy which maximizes the potential of strengths and opportunities of your project and at the
same time, minimizes the impact of the weaknesses and threats.

35
 Data Analysis:
Questionnaire:
Name :
Age :
Gender :
Occupation :

1. What are your feelings about a company that creates or sponsors events?
a) They are willing to let people try them out
b) Support activities that I enjoy
c) They understand my interests and needs
d) They like to have fun with me
e) They want to know more about me

2.Assuming you had a positive experience, would you be more or less inclined to
purchase a product or service after having participated in an event?
a) Product/service you have heard but not checked out yet
i. More likely
ii. Less likely
iii. Neither more nor less
b) Product/service you have never heard of
i. More likely
ii. Less likely
iii. Neither more nor less
c) Product/service you already use
i. More likely
ii. Less likely
iii. Neither more nor less

3. What was it that got you to notice or participate in the event?

a) It looked like fun
b) I recognize the company/brand running the event
c) Signs and Banners
d) Somebody invited me to participate
e) The crowd that was already taking part in the event
f) Others

4. Which of the following is your favorite part of marketing events?

a) I get to touch and feel a product/services
b) I get to learn more about a product/services
c) I get to ask questions about a product/services

36
 d) I get a free sample of a product/services
e) I get to have fun by participating in activities

5. Which would most likely cause you to participate in a product demonstration or

event?
a) The product/services matched my interest
b) The product or company was sponsoring an activity I enjoy
c) My friend/relative had a positive experience
d) The event offered an activity I could participate
e) Other

6. How long did you stay at the mobile event?

a) 1-15 minutes
b) 15-30 minutes
c) over 30 minutes

7.Which of the following is true? After leaving the mobile event I understood the
company/product…
a) better
b) same
c) less

8. How soon after attending a company-sponsored event at/near a store did you purchase
the product or service being offered?
a) Immediately
b) Within a month
c) Within a week
d) Did not purchase
e) Within 3 months
f) Within 6 month
g) More than 6 months

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 Data Interpretation :
1.What are your feelings about a company that creates or sponsors events?

Where,

a = Product/service you have heard but not checked out yet

b = Product/service you have never heard of

c = Product/service you already use

Interpretation:

If people had a positive experience, about the event 88% are more likely to buy a
product just when they were aware of it. Surprisingly, 78% are more likely to enter into
the buying process even if it’s a new product.

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2.Gender influence on purchase

Where,

a = Product/service you already use

b = Product/service you have heard but not checked out yet

c = Product/service you have never heard of

Interpretation:

After a positive experience of the events, women are more likely to purchase a product
they already use while men are a bit more adventures and may even be inclined to
purchase a product that they are not using or haven’t yet heard about that product.

39
 3: Men are explorers whereas women love samples

Interpretation:

The female folk are drawn towards the event because they love samples which was
confirmed when 68% out of the female respondents gave the same reply where as the
male counterpart are more interested in exploring the product inside out.

Graph 4: Create events for right ages

Interpretation:

Fun and free best describes the motivation of younger event attendees while education
and interaction are what the older crowd is looking for.
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Graph 5: Events spur immediate sales

Interpretation:

26% of the attendees are ready to purchase a product immediately after the event,
25% within a month and 15% wont purchase the product at all.

Graph 6: Reasons for participation in any event

Interpretation:

Over all the age groups it was observed that if the product/service is of interest to the
attendees they are more likely to participate in an event. The next best reason for
participation across all age groups is the activity which the attendees enjoy.
41
Graph 7: People spend time at mobile events.

Interpretation:

68% of the total respondents spend approximately 15 mins on a mobile event and
every less people spend over 30 mins.

8: Mobile events create better product understanding

Interpretation:

Mobile events which demonstrate product features are more likely to generate better
understanding about a company or its product.

42
 Research Findings & Recommendations:

Research & Findings:

 The present study has been undertaken to get the first hand exposure on the
mindset of people towards Event Marketing concept & their involvement in
events as and when they come across, if any.


 A questionnaire was designed keeping in mind the requirements for study &
analysis of my thesis for comparing the hypothesis with the outcome of this
survey.


 A general survey conducted with a sample size of 50 respondents revealed the

following facts regarding the mindset of people towards the Event Marketing
concept.


 This survey also gave scope to take necessary steps for organizing an event at
right place, right time and in front of the right target audience.


 Event Marketing companies were also targeted and their response was also taken
which added value to my thesis.

Let’s have a look at what people feel about Event Marketing.

When people were asked what they feel about a particular company which promotes its
product/service through Event Marketing 82% of the respondents replied that it gives a
positive impression about the company and establishes the quality of their
product/service.

When people were asked about the reasons for which they have participated 53% replied
that the event appeared amusing which was followed by reasons like a powerful brand or
eye catching signs & banners.

43
Recommendations:

To improve the condition of the 3 Fox Entertainment & Events and make it more
professional and profitable, the following recommendations have been listed:

1. Understand the corporate objectives, target audience, brand image and

positioning clearly.
2. Do not go overboard with your concept or preference for a certain event.

3. Conduct a situational analysis for appropriate event selection which synergies

with the company objective and brand personality.
4. Create extensive databases of the target consumers in order to conduct pre- and
post-event analysis and evaluation to check the success of the event and
consumer perception, also to assess the top of mind awareness and brand recall.

5. Conduct extensive market research to establish which parts of the program are
working and which ones are not. Those in the first category should be maintained
and strengthened. Those in the second should be relinquished.

6. In all sponsorship activities, it is important to protect the integrity of the activity

being supported. If it is cheapened or its identity threatened, the sponsorship
could rebound on the sponsor’s head.

44
 Conclusion

Event management is a glamorous and exciting profession which demands a lot of hard work and
dynamism. As the name suggests, it means conceptualizing , planning, organizing and finally
executing etc. This industry is just new in Navi Mumbai, but holds a lots of promise for
expansion. It offers enormous scope for ambitious young people. Event is the planning and
implementation of events, large and small that meet the marketing goals of an organization.
Event management is an area that is growing rapidly, and is expected to have a better growth rate
in the next decade. Typical events organized by professional event managers include product
launches, parties, sponsored events, sporting events, competitions, concerts and festivals,
fundraisers, trade shows, corporate open days, seminars and tours. Event management sector
have greater potentiality and scope to develop and can contribute for employment as well as
economical, entrepreneurial and cultural growth of Navi Mumbai.

45
 References

http://3fox-entertainment.business.site/
https://www.facebook.com/3FoxEntertainment/
https://en.wikipedia.org/wiki/Event_management
http://eventmanagement.com/
https://www.sciencedirect.com/science/article/pii/S2211973617301447
http://www.eventeducation.com/event-analysis2.php
https://www.slideshare.net/aiesec_india/event-management-15783575
http://event-and-festival-management-revison.blogspot.in/2012/05/pest-
analysis.html
https://www.mumbaicoworking.com/top-event-management-companies-mumbai/

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