TABLE OF CONTENT

S. No 1 2 3 4 5 6 7 8 9 10 11 12 13 INTRODUCTION SITUATION ANALYSIS SWOT ANALYSIS 4S OF MARKETING BUILDING THE FOUNDATION RESEARCH CONSUMER BEHAVIOUR PRODUCT STRATEGY PRICE STRATEGY FINANCIAL ANALYSIS PROMOTIONAL STRATEGY STRATAGIES RISK MANAGEMENT TOPICS Page. No 1-2 3-5 5-7 8-10 11-12 12-14 15 16-17 18 19-20 21-23 24- 28 29-30

INTRODUCTION When I was a kid, I used to enjoy attending parties and get together events. I noticed a need of a person who can arrange all these events reducing the burden on people who wants to get the events arranged. When I turned 18, I saw a movie named Band baaja baraat which inspired me a lot. The basic reason which attracted me towards event management is that it is an ongoing and continuous process which helps in leading a business towards the accomplishment of goals like profit maximization as well as social service.

MISSION- :

To become a better service provider. To maintain leadership role in consistently providing accessible, affordable and comprehensive event organizing services to people of all income groups and for all religions and cultures.

To maintain a level of quality in services provided by the company.

VISION -:

To emerge as an organization of regional and global excellence in the field of event management, professional care, perfection and meeting expectations.

Commitment to develop and preserve highest level of standards in the field of event management.

 To grow as a industry which comprehends the need of all activities that are used in this regard such as banquet halls, rooms, catering services, disco pubs, etc.

OBJECTIVES- :

To establish a level of standard in the world of event management. To improve services of event organizing activities which is already existing.

To manage all kinds of event organizing activities under one roof. To avoid outsourcing of services .

To develop and create the companys own resources and services which needs to be outsourced or leased.

To provide better opportunities and sevices to the clients and customers which can give them satisfaction. To work on customers expectations.

To lead and establish the name of ACARA in the field of event management. To study the present industry trends and analyse the potential of event management industry.

Analysing the market strength of different event management company. Enhance the scope of business and business area. Analyse the current market condition.

 Determine the key players in this field. To improve all the drawbacks provided by the existing companies and provide quality services to the customers through them.

Event Planning -: Understanding our part in the event planning process is very important to its success. People who plan events operate in a highly political world. These people can be clients or co-workers. To be successful, an event should give the impression that it was executed flawlessly. Making it a success falls on the shoulders of everyone involved, although the responsibility will be acutely felt by the event planner. This added pressure can make the days leading up to the event stressful for you, your co-workers, and your client. The successful event requires seamless integration of many technical elements; audio, visual, lighting, stage and set design, to produce a flawless and rewarding audience experience (Chandler, 2006). Remember, you have one advantage in this situation you do this more often than any of your clients. The knowledge you gain from this course and your experience with events will help you

successfully manage your resources during the events, allowing you to enjoy a sense of assurance in the early stages of a show that a planner may not have. Your experience will help you during the planning phases of the event, allowing you to calmly and attentively address all of your clients concerns. Problems or issues inevitably arise during an event, but your knowledge will help you prepare for most any eventuality. In the end, your client will feel that the event was a complete success and executed flawlessly, unaware of the potential disasters that were avoided, thanks to your careful planning.

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 citys 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

Keys to successful events: significant economic benefits. Events require a high degree of planning, a range of skills, a lot of energy and funds.

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

INDUSTRY SCENERIO IN INDIA:

Event Management is a multi-crore industry with mega shows and events hosted regularly. In India 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 2000 companies have forayed into events. The early 90s has seen events spend at a mere 20 crores but now it has increased to over 2000 crores. Growth is therefore 200% annually. The FICCI has estimated event management to be a 2000 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 medias and several other areas. The Present Scenario is extremely positive and this is the right time to open small & medium sized Event Companies. .

Our Survey found that Consumers are looking for quality sevices/arrangement at an affordable Price. Thus we come out with my company named ACARA ARRANGEMENTS.

ACARA is derived from the Indonesian word which means PROGRAM and ARRANGEMENT describes the agenda, the way of work we are doing in this kind of business. We promise the best of services to our clients and customers with the flexibility of all type of cultures, religions and budget levels. SITUATION ANALYSIS MARKET SUMMARY: Event management companies and organizations service a variety of areas including corporate events (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddings and bar mitzvahs. Clients hire event management companies to handle a specific scope of services for the given event, which at its maximum may include all creative, technical and logistical elements of the event. (Or just a subset of these, depending on the client's needs, expertise and budget).

Market means your target audience i.e. people who may be interested in your events. It also includes those clients who may be interested in hiring your event management services. If your target audience are least interested in the type of event you organize, then you won't get any audience. Say you want to organize a rock concert in the country of Oman. But people there are least interested in such type of events. It means there is no market for your event in that country. If you organize the event there, it will fail for sure. Similarly if

you wish to organize a Christmas Carnival in an area where majority of people are Muslims, then you can't expect many footsteps. Therefore it is very important that you find out in advance who are your target audience (i.e. their age group, sex, qualification, profession, lifestyle, income, liking, disliking, customs, religions, traditions etc), where there live and what are their desires and expectations from your event. To do market research you will have to do survey in the area (town/city/state/country) where you wish to organize the event. If you wish to open a wedding planning company and there are hardly two or three weddings in a year in your area, then selling such type of services is not commercially viable.

We possess good information about the market and the targeted audience, their tastes and preferences, recent trends their distribution i.e geographic, demographic and income based. This information will be leveraged to better understand about who is served, who the customers are, how to deal with them and how can we provide the best to serve their needs and communicate with them.

MARKET DEMOGRAPHICS:

We are targeting people .

Hence our target group is sufficient for our long term objectives. MARKET NEEDS:

By our Survey we found that the People prefer trendy arrangements with sophisticated and decent look with low cost and within less time. Hence we are serving for all their needs in the form of a new company named as ACARA ARRANGEMENTS.

MARKET TRENDS: There will be always a trend for Technology in our Global market, especially for theme based designer and trendy gadgets used for arrangements due to change in human life style. Market always has scope for gadgetary revolution and digitalization so as to serve for our purpose and objectives. Its overwhelming to be the real-time witness of how the proliferation of gadgets has transformed the industry trends in the event management sphere. The gadgetry revolution in todays digitized world has opened up new ways of connecting, interacting, and sharing, thereby making events far more social and engaging. With the world tweeting day and night and event attendees interacting with the speakers through Twitter and Facebook in real-time, it leaves no doubt that technology is sneaking through our day-to-day activities slowly with time. Here, we have a close look at the key technological trends, which are going to change the way we think about events and event management.

SWOT ANALYSIS: STRENGTH:

Targeted at the above middle income group people and people of all cultures and religions from childrens birthday ceremony to older aged man death ceremony. We conduct all types of events.

We serve best services all over india.

 We have good contacts. Works with professionals to serve you the best and upto the mark.

The use of stylish and recent launched technologies will look good as well as provides you the comfort and best services in your budget.

We takes very less time in arranging any kind of events. Faster and accurate service will be provided. WEAKNESS: As our company is a new entrant in the market , people are generally not aware and sure about the quality of services offered by ACARA. It takes time to establish in the market. OPPORTUNITIES:

Can capture the targeted audience and location where events are generally taken place with people who look for high quality services at an affordable price.

Can capture the market share with huge numbers.

Can create awareness in the minds of people about our company ACARA. In future can create more agencies for the services which needs to be outsourced earlier.

Keeping an eye on the competitors next move. It is an ongoing process so its provides good scope to grow as a company. THREATS:

 The existing and established Top companies which are doing the same business and have created good impression on the minds of the people.

MARKETING STRATEGY: SERVICES: The clients and customers are served with quality sevices in less time and with professional touch. Our services are outsourced as per our clients requirements and customizations which is inspected by our quality assurance team first and then it will be served to the customers.

Degree of flexibility is available for any customization. PRICING:

As per the Costing Sheets the price of the services is fixed and will be charged according to various packages provided by the company for different needs and customisations.

The Skimming of pricing will not be done as we are very confident of our quality and we want to make our Customer loyal towards our company services for the long term.

PLACE:

It will be implanted in metropolitan cities. Our company will be in highly/densely populated area with people of high level and above middle level income groups.

PUBLICITY AND PROMOTION

If one knows how to organize an event he should also know how to market it. If there is something very peculiar or special about the event then that main point has to be highlighted. A product launch for example requires a sales promotion campaign either before or after the launch. In that case the product is advertised through banners and media and even door to door canvassing. Effort is taken to ensure that people sit up and take notice of the event. Sometimes it could be an event like an award ceremony, which is to be shown on television and different companies make a beeline for sponsoring their respective products in the due course of the programme. This is the way publicity and promotions work

PROMOTION:

Attractive Visual ads will be hoarded in and around the city to create awareness of the company and even ads will be published in daily newspapers. To create awareness about our company, the logos will be distributed in areas where people visit on regular basis.

BUILDING THE FOUNDATION: The organization structure will be created by large no. of qualified professionals and experienced personnels.

The foundation will be build with some uniqueness , creativity, innovation and with fresh ideas and talented people. Our contacts with famous and established people will be our strength in getting new contracts.

Each and every department on the event will be taken care off with professional as well as personal care.

Clients will be treated with first and foremost priority. Customization in packages and designs is facilitated.

ENVIRONMENT: THE ENVIRONMENT CONTEXT OF MARKETING IN INDIA:

The awareness of the name and logo of the company among targeted audience can be brought only by the marketing people. The marketing tool used are Advertising, PR, Direct Marketing, On-Line promotion .

The INDIAS CONSUMING CLASSES are: Economic class people Premium class people

Corporate people

Young hearted people RESEARCH

Research Objective
The main objective of my study is to find the main strategies, policies used & various sales promotional activities of Event industry in Delhi sector. The methodology followed for the research: Primary research detailed discussions with event management firms and the corporate clients. Subsequent additions were made to the interview schedule to suit the specific events under study. The secondary information was gathered from various marketing journals and books on event marketing, sales promotions and publicity. Daily newspaper reading in order to keep track of various kinds of events also proved helpful. The information gathered was studied and analyzed. It reveled certain issues in event marketing which need further attention and some suggestions have been given to make the Event Marketing industry more effective in order to utilize its full potential and be mutually beneficial for the Event Marketing agency, the Corporate and the customer Primary Sources The methodology followed for the research:

Primary research detailed discussions with event management firms and the corporate clients. Subsequent additions were made to the interview schedule to suit the specific events under study. Secondary Sources The Secondary data are those, which have already been collected and being processed through the statistical process. The secondary information was gathered from various marketing journals and books on event marketing, sales promotions and publicity. Daily newspaper reading in order to keep track of various kinds of events also proved helpful.

All this information has been collected from its Official website of companies www.uxevents.in www.r2sevents.in www.ysevents.in Other sites such as Search engine of Google www.eventmanagement.in www.yahoo.com www.scribd.com www.juliasilvers.com/embok.htm & other sites

Search engine of Google Magazines such as Events in India, Advertising & Marketing. Reports in newspaper etc

Before starting this company we surveyed to know which class of people will be interested in our services. The research to be conducted by us is put up below with the graphical representation

Questionnaire
Annexure.1 (General Public)
Name Age Gender Occupation : : : :

1. Which of the following events do you attend? a) Wedding

b) Trade fare c) Corporate events d) Live shows e) Sports events f) Product launch g) Club

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 More likely Less likely Neither more nor less b) Product/service you have never heard of More likely Less likely Neither more nor less c) Product/service you already use More likely Less likely

Neither more nor less

3. What was it that got you to notice or participate in the event? It looked like fun I recognize the company/brand running the event Signs and Banners Somebody invited me to participate The crowd that was already taking part in the event Others

4. How long did you stay at the mobile event? 1-15 minutes 15-30 minutes over 30 minutes

5. Which of the following is true? After leaving the mobile event I understood the company/product better same less

6. Possible difficulties / drawbacks in hiring an event management company a) Expensive b) Availability c) Reliability d) Quality of work e) Limited choice f) Less flexible

7. What is the number of events organized in your city per month? a) b) c) d) 1-5 5-10 10-15 15-above

8. Do you think event management as a profession/business will be a success in your city a) Yes b) No

9. Which course of action do you prefer while organizing an event? a) Personal arrangement b) Hiring event mgnt comp. c) Outsourcing

10. Possible difficulties / drawbacks in hiring an event management company

a) b) c) d) e) f)

Expensive Availability Reliability Quality of work Limited choice Less flexible

Annexure.2 (Company Staff)

11. What is the number of events organized in the city per month by you (Ys, Ux & R2S) a) b) c) d) e) 1-3 3-5 5-10 More than 10

12. Profile of customers of event management companies a) Business man b) Service class c) Professional d) Educational institutes 13. Problems faced by the event management companies a) Licenses b) Sponsors c) Lack of awareness d) Permission

14. Different types of events mostly organized by the companies a) b) c) d) e) f) Corporate Meetings Product Launch Promotions Marriages Fairs Live Shows g) Musical Concerts

CONSUMER BEHAVIOR

The consumer prefers the quality services at reasonable prices or low cost. We are here targeting the corporate middle and above middle income group people by the market survey.

After survey we found that people are in need of quality services at less price which gives a new / fresh look and adds up to their good lifestyle .

SEGMENTATION There are various segmentation for the companies to organize events i.e for the low class, economic class , premium class people and people with different cultures ,different religions and different lifestyles.

Our products are for the middle income group, above middle income group, rich people and corporate group.

TARGETED CONSUMERS

Targeted at the middle class people especially at the educated group and corporate level, managers and young hearted people.

SERVICE STRATEGY The new technology and other specification and their samples are given to the clients so that they can decide themselves what they want from us or either to create something new.

 Clients will have been given a chance to initiate in the event and give fresh and new ideas and we will work on their expectations to make it real and practical through our arrangements. Our tagline would be wish and get it true. The quality expert team of the company will keep a check on the the quality of the services.

BRANDING AND PACKING Companys name will be ACARA ARRANGEMENTS

Our company LOGO. PRICING STRATEGY

The price determination of the services provided will be done on the basis of cost, competition, orientation ,contacts ,recent trends and the demand of the services. The management of resources will be done in such a way that it can cut the cost as to its minimum. The price of the services will be kept fixed by keeping an eye on the competitive market and quality of the services. As the demand increases the contractors, service providers, organisors and contact also increases. BUT the price would remain the same even though so as to attract the clients and their loyality towards our company. FINANCIAL ANALYSIS

INVESTMENTS INITIAL INVESTMENT Shruti (Owner) Bank loan Total : : : Rs. 50,00,000/Rs. 20,00,000 Rs. 70,00,000 /-

FIXED EXPENSES/MONTH Advance Rent Manager Manpower 18 x 18000 Electricity Telephone Postage/Stationery Travels Adverstiment Maintenance Security Equipments Quality manager salary Outsourcing Overheads Others TOTAL EXPENSE OFFICE EXPENSE Air-conditioning : Rs. 50,000/: : : : : : : : : : : : : : : : : Rs. 40,00,000/Rs. 82,000/Rs 20,000/Rs 3,24,000/Rs. 25,000 /Rs. Rs. 3,000/500/-

Rs. 10,000/Rs. 28,000/Rs. Rs. 2,000/3,000/-

Rs. 1,25,000/Rs. 20,000/Rs. 15,000/Rs 18,000/Rs 17000/Rs. 46,92,050/-

Office furniture Sampling tools TOTAL EXPENSE Profit : :

: :

Rs. 23,000//Rs. 5,000/Rs. 78,000/Rs. 22,29,950/-

PROMOTIONAL STRATEGY POSITIONING OFFERS:

The offers are given during the festival seasons i.e Diwali, New year etc . The price and the offer price are same in all prospectives. The tag used will be used during the ocassions .

PROMOTION

Tools for the promotion used are the visual communication on the Television channels, banners and advertisements, contacts and popularity etc.

On-Line promotion of the company is done by posing the logos and sample pictures on home pages like Yahoo, and many other popular home pages. The ads will be published in magazine like Bollywood star, India Today and many other magazines. Brochures and cards will be distributed in major Malls and Shopping spots in the city.

PLACEMENT STRATEGIES: Our company will be placed in metropolitan cities like Delhi first. since we are new to the market we can do the placement strategy according to locality and posh areas etc. Managing Marketing Channels used are the direct marketing of our logos and pamplets. We will provide services by outsourcing also.

STRATEGIES -:

1. Brand Building

Creating awareness about the launch of new products/brand

Enormous nos. of brand/product are 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 ooh-yet-another-product syndrome. The need to therefore catch the attention of the target audience at the time of launch becomes very important. Meticulously planned events for the launch of a product/brand seldom fail to catch the attention of the target audience. 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 rejuvenating brands during the different stages of product life cycle The massive amount of money that is spent during the introduction stage of products gets drastically reduced over time. By the time the product reaches its maturity/decline stage, the need for cutting down the budgets associated with the media campaigns, while at the same time maintaining the customer base is felt. And events offer the best medium for such a focused approach. It helps in generating feelings of brand loyalty in the products end user by treating them as royally as possible.

Helping in communicating the repositioning of brands/products Events help in repositioning exercises to be carried out successfully. In other words, 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 themselves. Here Citibank acts as the event organizer and small merchandisers acts as participants so that they can associate the personality of their products with the personality of Citibank customers. Creating and maintaining brand identity

Australia-based Fosters Brewing Groups Asian subsidiary in its plan to launch its bear brand Fosters Lager in India choose the game of cricket in which the Aussies are known as the best team in the world. By becoming the official sponsors of Australian cricket team on its India tour, Fosters hoped to achieve its goal of brand identity building and positioning itself at the premium end of the market. Rennie Solomito, Marketing Manager for Coors Light (Beer Company) explains that in order to increase awareness and personality of the brand, Coors Light tries to find the distinguishing look of the leader in each market. Coors Light select events that are fast paced and young minded, for example, Coors Light Silver Bullet Concert Series featuring artists like Bryan Adams and Celin Dion.

2. Image Building
Over and above the brand identity that a company encourages, events such as The Great Escape conceived by Mahindra and Mahindra, exclusively for the owners of their four wheelers, the Armada, are an attempt to build a specific image of not only the corporate, but also the product, to let owners experience the thrill of four wheel driving, M&M charts out an off beat route that emphasizes the difference between normal and four wheel driving, and lets the participant experience the high, one feels when steering and navigating an Armada. Coke is associated with Olympics since 1928, the rationale behind this is similar values and ideologies: International peace, brotherhood, standard of excellence and fun.

Fig : Constructing the Brand Value Chain

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. Unparalleled footwear company NIKE ensures that it sponsors those events which will give it a chance to create an emotional tie with the participants through onsite brand usage and product presentation.

4. Implementation of Marketing Plan

Enabling authentic test marketing Events bring the target audience together, thereby creating opportunity for test marketing of products for authentic feedback. The seller can identify exactly the traits and other characteristics that are desired. For example, marketing events that the Frito-Lay Company used before it launched its WOW! brand of potato chips.

Enabling focused sales and communication to a captive audience In an event the audience is more or less bound to witnessing one particular event. In such a situation it is very favorable for sellers to put forth their presentations without any diversions. Such

a situation is very valuable given the ineffectiveness of traditional modes of communication in holding on to the attention of the audience. For example, Burger King wanted to reach a young demographic in the New York area, EMG (Event Marketing Company) helped them to create a 30-concert series at the New York Palladium. Burger King received onsite signage and distribution of bounce back coupons.

Increasing customer traffic in stores Events can be conceptualized to increase customer traffic. They can be customized to make available, concepts ranging from retail store specific events to mega events like one day international cricket tournament. For example, Nescafe 3-in-1 treasure hunt, co-sponsored by McDonalds is a combined effect in increasing the customer traffic as well as increasing the awareness among the upper class of the existence of new McDs outlets. Enabling sales promotion Weekly events conducted by Crossword Bookstore helps in generating more revenue during the weekends as compared to the revenue generated in the weekdays. Help in relation building and PR activities Practitioners of this marketing function believe that event marketing campaigns have the ability to create long lasting relationships with closely targeted market segments. Relationship building is not restricted to end user customers but also targeted at enhancing new distributors and sales representative relations. For example: Moksh organized by Ys Events & UX Events, is an annual technological festival held by NSCIT (Dwarka) has helped the sponsors in establishing their relationship with the Institute and ensuring that an image of being interested is created and nurtured. Coke is sponsoring the Olympic since 1928. As coke does business in over 200 countries, the Olympics give the company the opportunity to identify its product with the foremost special event in the world. Motivating the sales team The need for interaction is not restricted to external customers only and end consumers are not always the focus of live media exercises. This is especially popular amongst pharmaceutical and other FMCG companies. For Example, during the cricket world cup held in England HSBC introduced a unique pattern of motivating the sales force by awarding them runs instead of the traditional points system. This resulted in conversion of almost all of its employees into sales person.

 Generate immediate sales Most events let firms install and exclusive boot and give the permission to exploit the opportunity to merchandise. Events such as the annual limited period discount sales from Wrangler and Van Heusen are authentic stock clearance and seconds sales aimed at generating immediate sales.

Generating instant publicity An event can be designed to generate instant publicity upon the implementation of marketing strategy. The e-commerce start up Half.com, which wanted to sell products such as CDs, Books, Movies and Games over the internet was up against major and strong competition. The result of this publicity stunt started the ball rolling towards getting this company purchased by eBay for more than $300 million.

Enabling market database assimilation, maintenance and updating By keeping track of the reach and its effectiveness as well as interacting with the audience that actually turns up for the event, event sponsors can assimilate and authentic database. The database can be used to track various marketing trends. Events can then help in maintaining and updating the database.

ADVANTAGES OFFERED BY EVENTS

1. Events have the ability to bring together sharply defined participants since the capacity for a particular event is usually limited. A specific no. of the target audience could be invited

of enticed to buy tickets for a show especially created for a particular profile of the target audience. 2. Since the audience is actively targeted, the option of control reach can be exercised and ideal audience for narrow-casting of information can be gathered. This leads to lowering of the media networking budgets and focused communication with the specially gathered audience. The audience that has been specially invited invariably is an ideal audience. 3. An event carried out professionally and cleanly is invariably a memorable experience. The word-of-mouth publicity that this generates is an advantage that lingers on a long time after the event is actually been carried out. This provides an advantage of higher brand recall to the client. 4. The involvement of all the senses in experiencing the event is one of the greatest advantages that events can offer. Events can be designed such that the audience is actively involved in every part of the event and made to feel good. Thus, events as a live media offer a certain amount of immediacy to the experience of being there while its happening. For the audience, it is undoubtedly a thrilling situation. 5. Live media also enables interactive communication. Live media scores over conventional advertising in terms of reach, impact and tangible immediacy of measurement. Live media communication is a complete sensual experience as compared to a press advertisement or TV/Radio commercial. This is so because of press ad is basically a flat piece of paper and a commercial is just an audiovisual experience. The high recall value of live media communication is also a major factor. 6. No other media can boast of the ability to provide such massive collection of feed back instantly as events. Being a live media, it is possible to feel and deduce the reactions of the audience to the aim or objective that the event was conceived for. 7. Easily customizable nature of events, mean that specific traits of the local inhabitants can be incorporated in the big picture to ensure that the event is socially and culturally in tune with the local culture. Thus, the localization of events is very easy. 8. The advantage in terms of post-event publicity that events can offer over and above the paid or bartered media is the benefit associated with reports of the event in the newspaper and news on the electronic media. For such reports there is no extra cost to be borne neither by the sponsor nor by the event organizer. This is a double edged sword because, in case the event is not up to the mark or is dogged y controversies, then the same is also reported impartially. 9. The conversion of good events into television software for future use either by the sponsors for their commercials or by media house for programming is also a unique benefit that

events offer. Such software become products by themselves and can be used profitability in the future.

RISK MANAGEMENT -: RISK

TYPES
BANK LOAN

MITIGATION PLANS
MORTGAGE OF HOUSE OWNED FOR CO. PURPOSE USE OF PAMPLETS AND BROCHURES PRICE SKIMMING AND INTRODUCTION OF NEW SCHEMES SHIFTING OF AREA , MERGING WITH ANOTHER CO. OR SALE OF COMPANY.

TECHNOLOGICAL RISK STRATEGIC RISK

ON-LINE PROBLEMS OTHER COMPANIES USING SAME STRATEGIES IF CUSTOMER WOULDNT ARRIVE

COMPLIANCE/ BUSINESS RISK