A Presentation on

The Impact of Event Management as a Promotional tool in Surat City

Submitted to S.R. LUTHRA INSTITUTE OF MANAGEMENT Faculty Guide: Ms.Roshni Singh Assistant Professor Submitted by Kirti Kandoi (No.127500592045)

INTRODUCTION
An event in its universal form would be any occasion when something happens or something needs to be done to organize the same. Event helps the company in brand building, image building and making connection with current and potential customers. In terms of size, events can be categorized as follows: 1. 2. 3. 4. Mega event (The Olympic Games) Regional event (Surat Marathon) Major event (Chinese New Year Celebrations) Minor event (Trade Fair)

INDUSTRY PROFILE
Presently, there are 5000 companies across the globe. Poised to grow by at least 25% annually, and is estimated to reach INR 5500 crores by 2015

MAJOR PALYERS
NATIONAL LEVEL Cineyug Entertainment Cox and Kings DNA Networks E-Factor Fountainhead Percept D Mark Sercon STATE LEVEL Rajshri Events Boom Adcom Ocean 8 Red Carpets Celebrations Colours U & I Resources

PESTEL
POLITICAL
Government Policy

ECONOMIC

Inflation Economic Growth Demographic factors Impact of Western Culture

SOCIAL

TECHNOLOGICAL

Growth in IT

ENVIRONMENT

Climatic Changes

LEGAL

Legal Formalities Law and Order

 COLOURS is a one stop brand management and event initiative for your creative and integrated marketing needs. Mr. Arnab, founder and director of COLOURS, brings along the expertise in overall brand building of the company and wants to be one of the top event planning specialists in Surat.

SWOT
STRENGTH Ideation & Creativity Networking Trained Employees WEAKNESS Less Experience Little Market Share Sponsorship

OPPORTUNITIES Busy Schedule Growing Living Standards Future Growth

THREATS Competition Unforeseen weather Cancelation on part of celebrity

LITERATURE REVIEW
AUTHOR

Bowdin(2006)

Events management emerged from the increasing commercialization of popular celebrations, from big affairs such as concerts to small and private gatherings.
One of the common perceptions of events management was its dimension for coordinating activities. The coordinators visualized, organized, and synchronized the different elements of the event.

Silvers(2009)

Soares(1991)

Overall, the events management concept could be considered as an important marketing activity in which an establishment or company was able to communicate certain initiatives to the public

Van Der Wagen (2007)

Events reflected the culture of an organization. Since the culture of an organization was represented by the way it does things within the group, the manner by which organizations managed events reflected their culture. Event planning was considered as the creation of a step-by-step program to get you from where you are to where you want to go. The field of event planning required planners to handle different tasks such as conducting research, creating an event design, finding a location, arranging for food, planning transportation, sending invitations, arranging accommodations when necessary, and coordination activities of the event personnel, as well as conducting evaluations of the finished event .

Harris(2001)

Peters(2007)

Catherwood (1992)

When it comes to event promotion and advertising, the common question was which media reached what market. Today, there are more choices than ever. Aside from the television, the radio, and print, there are other innovative media through which the market could be reached. Events served as vehicles through which the business could be brought into the public eye.

Levy and Marion (1997)

RESEARCH METHODOLOGY
PROBLEM STATEMENT: The client base of COLOURS Company wanted to know about how effective it is to promote their companies through creating or sponsoring events. The Impact of Event Management as a Promotional tool in Surat City.

RESEARCH OBJECTIVE: Primary Objective I. To study the impact of event management as a promotional tool in Surat city

Secondary Objective

I.

To study the impact of demographic characteristics on attitude towards event management.

Research Design:
Research design Descriptive

Sampling size
Sampling method Sampling element Survey tool Data type Tools used

200
Non Probability (Convenience Sampling) People of Surat City Structured Questionnaire Primary and Secondary SPSS and EXCEL

LIMITATIONS
This research might have some minor limitation because of limited sample size and the environment in which data was collected. The data was collected with the help of mall intercept survey, so it lacks the response from all the areas of Surat. Biased answers from the respondents.

DEMOGRAPHIC PROFILE OF SAMPLE

PERCENT

GENDER
AGE

Male Female
15 25 25 35 35 45 Above 45 less than 20000 20000 40000 40000 60000 Above 60000 High School College Post Graduate Others

48.5 51.5
26.5 46.5 21.5 5.5 35 43.5 8 .5 15 54.5 21.5 9

OCCUPATION

INCOME

FINDINGS
When it comes to getting correct information and attitude formation, 45% of the respondents opted for internet. Event was preferred when we talk about trustworthiness and entertainment. Lastly, 53% favoured TV when it comes to attention grabbing. 54% of the respondent agreed that company creates event because they are willing to let people try them out. If people had a positive experience about the event 70% of the respondents are more likely to buy a product just when they were aware of it but never checked out

Cont.
More than 50% of the respondents agreed that the events which demonstrate product features are more successful in generating better understanding about a company or its product. 42.5% of the respondents stay in an event for more than 30 minutes

HYPOTHESES FOR THE STUDY

NULL HYPOTHESIS 1. There is no association between gender and free samples. There is no association between income of an individual and time frame within they purchase the products/services. There is no association between age and reason for participation in an event. There is no association between gender and reason for participation in an event. VALUE 0.005 ACCEPT/ REJECT ACCEPT INTERPRETATION Females are more attracted towards getting free samples as compared to males. Income has a strong association with the purchasing power on an individual. There is a strong association between age and reason for participation in an event. Gender does not play any significant role when it comes to reason for participation in an event.

2.

0.13

ACCEPT

3.

0.00

ACCEPT

4.

0.530

REJECT

CONCLUSION
Event marketing allows a company to break through the advertising clutter and target an audience by creating an image through an association to a particular event. Company should create extensive databases of the target customers, conduct extensive market research and should organize events keeping in mind the demographic profile of the customers.

BIBLIOGRAPHY
Abbott, J. - L., & Geddie, M. (2000). Event and venue management: minimizing liability through effective crowd management. Event Management: An International Journal, 6(3), 259 270 Allen, J., 2000. Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events. Canada: Wiley. Berridge, G., 2007. Events Design and Experience. Oxford: Elsevier. Brace, I., 2004. Questionnaire Design: How to plan, structure, and write survey materials for Effective Market Research. Great Britain: Kogan Page Limited.

Camenson, B., 2002. Opportunities in Event Planning. London: McGraw-Hill. Crompton, J., & McKay, S. (1994). Measuring the economic impacts of festivals and events: some myths, applications and ethical dilemmas. Festival Management and Event Tourism, 2(1), 33 43 Fredline, E., & Faulkner, B. (2000a). Community perceptions of the impacts of events. Paper presented at the Events beyond 2000: setting the agenda, Sydney Hawkins, D. and J. Goldblatt (1995). Event Management; Implications for Tourism Education, Tourism Recreation Research, 20 (2), 42-45 Ritchie, J. and B. Smith (1991). The Impact of a Mega-Event on Host Region Awareness: A Longitudinal Study, Journal of Travel Research, 30 (1), 3-10.

Roslow, S., J. Nicholls and H. Laskey (1992). Hallmark Events and Measures of Reach and Audience Characteristics, Journal of Advertising Research, July/August, 53-59
Solomon, M. (1992). Consumer Behaviour, Allyn and Bacon, Boston Tang, Q., & Turco, D. (2001). Spending behaviors of event tourists. Journal of Convention & Exhibition Management, 3 (2), 33-40 Turner, V. (Ed.). (1982). Celebration: Studies in Festivity and Ritual. Washington: Smithsonian Institution Press Wood, E. (2005). Measuring the economic and social impacts of local authority events. International Journal of Public Sector Management, 18 (1), 37-53

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