Final Evt MKTG

T.Y.B.M.S.
Project Mithibai College
Different Aspects Of Marketing In Events
Design of the Study

Event marketing has rapidly become a significant element within the marketing mix. Its strategies enable marketers to communicate with consumers in a personal and relevant manner to fully experience their brands. It also provides a framework for an integrated marketing plan that can support a number of corporate, brand and trade objectives.
Objectives
1. To know event marketing as a significant element within the marketing mix. 2. To recognize the variety of concerns that own and / or represent the various categories that entail event marketing. 3. To know and understand the intent of event marketing. 4. To realize the importance of communication, advertising and media in event marketing, in making the marketing process effective, making the key messages more relevant & personal and reaching the customers successfully. 5. To comprehend the way event marketing builds brand equity. 6. To figure out the key issues and areas to be considered during the process of event marketing. 7. To know the various strategies and tactics required to leverage the event sponsorship. 8. To know the various opportunities involved in event marketing. 1
T.Y.B.M.S. Project Mithibai College
Scope
This project deals with the various strategies and tactics used in making event marketing successful. This project explains the significance of event marketing in building a strong relationship between the sponsoror and the event marketer, and also in positioning the brand competitively for reaching the target customer.This project will be of help in knowing the plan and the process of event marketing.
Methodology
Taking into consideration the time and resources available, the project has been completed by collecting the requisite substance by: Scanning the books available in the library, Surfing the net.
MARKETING
When most people think of marketing, they think of marketing tactics. People associate marketing with tactics, partly because they're fun. Marketing is far more than tactics. Marketing is analysis, and a sound marketing strategy is based on this analysis What type of analysis are we talking about? Well, analysis about customers, for example. Having a solid understanding of customers means having a solid understanding about how customers behave, their motivations, their perceptions and preferences. It means segmenting the market correctly Marketing is, in fact, the analysis of customers, competitors, and a company, combining this understanding into an overall understanding of what segments exist, deciding on targeting the most profitable segments, positioning your products, and then doing what's necessary to deliver on that positioning. How to do deliver on a positioning? Well, this is where the tactics come in. By branding correctly, by advertising correctly, by communicating via email, letters, or whatever, but all done in a way that is consistent with the analysis that marketing is really responsible for. it's also about understanding your own company and it's abilities and weaknesses. Once again, to think about marketing you need to also think about a company's abilities to actually survive in the market culture, the salesforce compensation, the relationships with distributors, suppliers, etc? Marketing is also about understanding competition. But not just listing off who the competitors are. It means thinking about their competitive reactions, their objectives and capabilities. It means understanding competitive forces in an industry as well.
Marketing is everything you do to get the word out about your business

Everytime you mention your business to someone, you're marketing. Everytime you hand out your business card, you're marketing. Everytime someone hears the name of your business in your outgoing voice mail message, you're marketing. Everytime you give out free samples, you're marketing.
Marketing is what keeps your business alive and well. It's what brings in new customers and keeps previous customers in your active files. When you market, you're putting yourself in contact with people. And the more people you reach, the more customers you will gain. When you provide excellent customer service, you're marketing.
When you take part in online discussion groups and offer advice/suggestions related to your industry, you're marketing. When you sign your forum post with your name and the name of your business, you're marketing. When you add your "signature" at the end of your e-mail messages, you're marketing. Did you know that others can market for you? Everytime someone gives you a testimonial, that person is marketing for you. Everytime a past client refers someone to you, that person is helping you market.
In plain and simple terms, marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products. That's it in a nutshell! Marketing produces a "win-win" because:

Customers have a product that meets their needs, and Healthy profits are achieved for the company. (These profits allow the company to continue to do business in order to meet the needs of future customers.)
Stated another way: A focus on what the customer wants is essential to successful marketing efforts. This customer-orientation must also be balanced with the company's objective of maintaining a profitable volume of sales in order for the company to continue to do business. Marketing is a creative, everchanging orchestration of all the activities needed to accomplish both of these objectives.
the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
in the above definition that the process of marketing begins with discovering what product customers want to buy. Providing the features and quality customers want is a critical first step in marketing. You'll be facing an uphill battle if you provide something you want to produce and then try to convince someone to buy it. The marketing process then continues with setting a price letting potential customers know about your product, and making it available to them. Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer. One look at our Marketing Mall Directory shows that the broad field of marketing includes activities such as designing the product so it will be desirable to customers (using tools such as marketing research and pricing; promoting the product so people will know about it (using tools such as public relations, advertising, marketing communications; and exchanging it with the customer (through sales and distribution.)
It is important to note that the field of marketing includes sales, but it also includes many functions besides sales. Many people mistakenly think that marketing and
sales are the same-they are not.
These are the fundamentals of a true marketing mindset:

Producing what the customer wants should be the focus of business operations and planning. Creating profitable sales volume, not just sales volume, is a necessary goal. Coordinating between marketing activities and all other functions within a business that affect marketing efforts. Everywhere we go, every time we buy, when we eat, when we drink, we are exposed to marketing at work. Why do we wear Nike shoes instead of Reebok? Levi's instead of no name brand jeans? Why do we prefer BMW's to Volvo's? How do we make our decisions? What influences our choices? How do businesses know what we want to buy and where we want to buy it from? How do businesses convince you, the customer to part with your money and buy their products instead of a competitor's product? This is what marketing is all about. Bringing consumers and products together. The beauty of marketing is that it is not restricted to those who want to be specialist marketers - an understanding of marketing will be of value to you as members of the business community and as consumers. As a discipline, marketing draws upon studies of communication, mathematics, psychology, sociology, economics and management. It is the discipline that determines what strategies are needed to move businesses into stronger competitive positions.
In marketing we study: Who makes what and sells through which channel to whom, where and with what effects? here who means the manufacturer; makes is process of manufacture; what is product; channels of distribution: wholesalers, subwholesalers, retailers, etc; whom are the purchasers or the consumers; where means the geographical areas where the product is sold; and effects are the results of the marketing process, whether the product is selling well or not, and to what extent.
Four Ps
Traditionally marketing students have recognized that product, promotion, price, public relation and location, or place, are critical components in the marketing process. Each of these 5 Ps of marketing is a catalyst for sales. Although marketing has become more sophisticated in the twentieth century, savvy event marketers recognize that marketing is ultimately only a three-syllable word for sales.
Marketing Objectives
The marketing mix: 1 Product 2 Price 3 Promotions 4 Place
The promotion mix: 1 Advertising 2 Publicity 3 Sales promotions 4 Direct marketing 5 Personal selling
The media mix: 1 Television 2 Print 3 Radio 4 Outdoor poster 5 Cinema
T.Y.B.M.S. Project Mithibai College 6 Direct mail 7 Internet 8 Brochures 9 Flyers
The role of the promotional mix is to:
1. Create or increase awareness of the event 2. Create or enhance a positive image 3. Position the event relative to its competition 4. Infer target markets of pertinent details or the event 5. Generate demand for the event 6. Remind target markets of the events details
EVENT
Marketing Guru, Philip Kotler, considers events as an additional media whereby two-way communication is possible. An event is a live-multimedia package carried out with a preconceived concept, customized or modified to achieve the clients objectives of reaching out and suitably influencing the sharply defined, specially gathered target audience by providing a complete sensual experience and an avenue for two way interaction. Deepak Gattani, Director, Unirapport Events, one of Indias foremost events agencies defines events as something noteworthy which happens according to a set plan involving networking of a multimedia package, thereby achieving the clients objectives and justifying their need for associating with events. Events are occurrences designed to communicate particular messages to target audiences. Events have now come a long way in terms of classification and specialization that are possible in the marketing field. In fact, in this new millennium, events as a medium will be catering to all demographic segments of the population. Events have proved to be a versatile marketing communications toll since they can be easily customized to cater to the communication needs of the industry; be it pharmaceutical, financial services or any other. To add to the benefits that an event offers, live media integrates the three traditional modes of marketing communication, viz. advertising, sales promotion and public relations. An event can also act as a focus for specific campaigns and help in giving a guideline to media related decision making such as when to change, stop or introduce new campaigns
EVENTS
REACH
LIVE-INTERACTION
RIGHT COMMUNICATION FROM THE CLIENT
WITH
LIVE AUDIENCE
DESIRE D IMPACT
It is evident from the model that an event is a package so organized as to provide, reach a live interaction between the target audience and client to achieve the desired impact. This process strengthens the possibilities of mutually beneficial transactions occurring in tune with the desired objectives for the event. Events have therefore been termed as marketing.
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EVENT MARKETING
Event marketing involves canvassing for clients and arranging feedback for the creative concepts during and after the concept initiation so as to arrive at a customized package for the client, keeping the brand values and target audience in mind. Marketing plays an important role in pricing and negotiation as well as identifying opportunities to define and retain event properties by gathering marketing intelligence with regard to pricing, timing, etc..
Specific promotional activities at key target events geared to desired audience, event marketing
Event marketing can be defined as a state of focused event strategy, managed consistently over a period of time to reinforce aspects of brand character. Richard R. Alford, International Vice President and General Manager to ones audience where there is very little wastage. Event marketing can also be defined as a promotional strategy that links a company to an event, typically in return of some form of payment. Ideally, event marketing involves simultaneous canvassing and studying the brand prints, understanding what the brand stands for, its positioning and values, identifying the target audience and liaison with the creative conceptualisers to create an event for a perfect mesh with the brands personality. Marketing is that function of event management that can keep in touch with the events participants and visitors (customers), read their needs and motivations, develop products that meet these needs, and build a communication programme, which expresses the events purpose and objectives. - India of
International Management Group (IMG) defines event marketing as a rifle shot approach
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The Objectives Of Event Marketing Are:

1. Improve the relationship between sponsors and marketers in order to make the event planning process more efficient and effective. 2. Facilitate a shift from strictly sponsoring relationship to true partnerships, where the objectives and goals of both parties are addressed and achieved. 3. Encourage strategic planning proper budget allocation, focused objectives and analysis, both before and after the event, to deliver the maximum value and return on investment (ROI). 4. Provide inspiration to all practitioners for improving the creation, management and marketing of events.
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EVENTS AND ECONOMY

The economic benefits to the region hosting the event is also a positive aspect. Countries like India should be not only investing in information technology but also other communication infrastructure to be ready in this millennium to host similar mega-events. Events like 1982 Asian Games held in New Delhi gave an impetus to the Indian economy with the setting up of an Asian Games village for the participants with all modern facilities essentially in transportation and infrastructure. The buses which were introduced during the games to transport athletes are in fact still in operation and are plying between various cities such as Mumbai and Pune, 18 years later! To illustrate these concepts, the following list shows the marketing activities that an event marketer undertakes to product a successful festival or a special event: 1. Analyses the needs of the target market to establish appropriate event components, or products. 2. Establishes what other competitive events could satisfy similar needs to ensure their event has a unique selling proposition. 3. Predicts how many people will attend the event. 4. Estimate what price they will be willing to pay to attend the event. 5. Decides on the type and quantity of promotional activities making aware the target market about the event. 6. Decides on how tickets to the event can reach the target market. 7. Establishes the degree of success of the marketing activities.
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5 Cs OF EVENT MARKETING
The activities required for marketing events need certain steps to be followed that can be called the five Cs of event marketing. The first is Conceptualisation of the creative idea/ambience followed by the Costing i.e. calculation of cost of production and margins on the event. Canvassing for clients / sponsors, customers / audience and networking is the next step. Depending on the customers needs and marketing objectives, Customisation of the concept is required. Finally, the most important part of event management is the execution of the event as planned. We term this activity as Carryingout the event. INITIAL CONCEPT CANVASSING
COSTING
Conceptua lisation
CUSTOMISATION
FINAL CONCEPT CARRY OUT
EVENTS
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INTERESTING FACTS ABOUT THE CASE

Event Marketers : A2Z Events
Event : Holi 2003
Event Category : Fairs and Festivals.
Core Concept of Holi
It is a celebration to mark the onset of spring and the harvest season. A festival in which people splash colours on each other as a symbolic gesture, celebrating the good harvest and fertility of the land. The bonfire night commemorates a Hindu mythological event in which Vishnubhakta Prahalad emerges unscathed from a fire arranged by his father King Hiranyakashyap and aunt Holika to kill him.
Background
In the year 2002, A2Z has successfully organized a two-day event with an ethnic and rural mela ambience for city dwelling families entitled Rang Barse in Mumbai. Colour rain and blasts formed the main attractions of the event. The first days programme was an evening of musical entertainment after the lighting of the Holika. The venue was the parking lot of an amusement park, large The costing involved an event
enough to host an audience of around 1500.
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Different Aspects Of Marketing In Events The event was a ticketed show
production budget to the tune of Rs.7 lakhs.
partially sponsored by multiple sponsors. Tickets for the show were sold at a variety of outlets as well as at the venue for Rs.250 per couple. Art was given more importance leaving hardly any scope for customisation.
Initial concept for Holi 2002
A2Z wanted to repeat the previous years event ad verbatim.
Costing
The costing for Holi 2000 worked out to Rs.10 lakhs.
Canvassing
Many corporates were approached with the initial concept to sponsor the event. The Leads generated through canvassing for sponsors and negotiation with venue owners gave a strong impetus and indications of success for particular variation. A leading soft drinks company could be persuaded to fully sponsor the event.
Customisation
The target audience of the soft drinks company was predominantly fun-seeking youth. The initial concept needed to be changed from a family-oriented event to a youthful event. The budget needed to be drastically reduced to Rs.2 lakhs per
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center and the event was to be conducted simultaneously, in 5 locations spread across the country.
Final concept and carrying-out
Constraint of budget and specific requirements of the client changed the initial concept of a two day programme to a 3 hour forenoon programme titled Holi Gyrations 2003. The programme essentially revolved around a colour rain dance and colour blasts for young people with coverage on a popular youth oriented music channel on the television. It was also decided to use the event coverage as software for future use by the channel. Now the event was a fully sponsored show for a single sponsor with invitations to a small limited number of participants. The show was now fully customized to give predominant
importance to the sponsors colours viz. blue and red. Both the colour blasts and the colour rain were predominantly blue and red. The carryout stage involved being exceptionally careful and prepared for eventualities such as hazards of drunken misbehaviour of the youth even though liquor was not allowed inside the venue. The interaction revolved around a popular VJ anchoring the show and except for dancing, there would be hardly anything else actually happening. The carryout stage gets completely taken over by the music channel.
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MARKET IN EVENTS
Prof. Philip Kotler of Kellogg Graduate School of Management, A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want. In event, there are two distinct types of customers customers from whom there is revenue generated for the event organizer and non-revenue generating customers.
REVENUE GENERATING CUSTOMERS

The event marketers receives money for organizing an event from these customers. Revenue generating customers are classified primarily into two broad categories, viz. clients and target audience.
CLIENTS 18
Clients are the people or organizations who act as sponsors at any event. They sponsor the events because they use events as a more effective marketing communication tool to create for themselves a desired position in the minds of the target audience. They provide funds that either fully or partially subsidise an event to make it affordable for the target audience. The risk rating of an event
increases if enough monies from sponsors do not support the event affecting the event marketers.
The clients include institutions, corporate houses, media houses, etc.
Setting Strategies And Tactics

From your objectives, develop strategies and tactics to leverage your sponsorship. For instance: 1. Reinforce, enhance or alter a brands image; 2. Strengthen corporate image through community and public relations specially in cities where your company has a large employee base; 3. Offer an opportunity for product trial through sampling; 4. Offer hospitality for your key business contacts; 5. Provide a platform to increase sales and market share; 6. Demonstrate category leadership (to your distributor); 7. Communicate product or service capabilities; 8. Focus marketing efforts or provide a platform for a comprehensive marketing program; 9. Open new channels of distribution; 10. Forge new links with opinion leaders; 11. Improve morale;
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12. Neutralize competition; 13. Launch a new product or service.
14. Make sure that your objectives are clearly articulated and understood b everyone involved, both internally and externally.
INSTITUTIONS
Institutions involved or participating in sports and other competitive events have the most organized and well structured governing mechanisms amongst all the event categories. Hence, for event marketer, these represent a tangible client to approach.
CORPORATE HOUSES AND OTHER INSTITUTIONS
Corporates have a need for organizing both external as well as internal events.
MEDIA HOUSES
Press, television and the radio media owners also require events for generic purposes, such as software creation. Hence they are a part of the customer group for event marketer.
TARGET AUDIENCE
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The target audience is the ultimate customer for the event who actually participate in the event. These are the most important lot of revenue generating customers for the event marketers as well as their clients.
NON REVENUE GENERATING CUSTOMERS

Besides the important customers, there are several other entities that need to be serviced or treated like a customer in the changed business scenario that requires one to be market oriented whether there is direct monetary benefit or not. Indirect customers who mostly are the most active carriers of word-of-mouth publicity and do not necessarily generate a monetary gain for the event marketers.
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IMPRESARIOS(INFLUENCERS)
Businesspersons, ambassadors, foreign embassy officials, etc. are
a set of
customers who need to be cultivated for their potential to influence prospective clients in favour of a particular event agency.
ADVERTISING AGENCIES
Ad agencies are involved with events, in that they are invariably required to design and execute the publicity campaign for their clients who are using the services of an event agency for any event.
REGULATORY BODIES
Regulatory bodies such as Tax and Police authorities, Cultural Affairs Ministry etc. imply non revenue customers or stakeholders since they have to be serviced with equal importance to any paying customer.
SEGMENTATION OF THE MARKET FOR EVENTS
CLIENTS
EVENT CONCEPT 22
AUDIENCE
EVENT MARKET
EVENT MARKET
Like any other product or service, success of an event depends on the right segmentation and targeting of customers. The success of the client-concept-
audience fit depends on the proper segmentation of the market and then targeting a particular target segment. The event marketers should first segment clients and on this basis, proceed to segmentation of target audience. The Holi example
given earlier can be used to understand this. Targeting of clients is done on the basis of their attractiveness.
A large identifiable group of customers within a market can be termed as a market segment. Since different customers both clients and the target audience differ in terms of various characteristics, it Is difficult to customize the communication to each individual. The need for segmenting the market on the basis of broad features that make up the market also arises so as to reach a
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compromise between mass marketing and individual marketing by event marketers.
An example of mass marketing in events is any ticketed show such as a cricket match wherein tickets for watching the game are sold to anybody on a firstcome-first-served basis. Sponsorship is open to the highest bidding clients in such events. In case of mass marketing, the event is designed first and then is opened for any client. Individual marketing in events can also be termed as
customized events. These involve designing a concept suitable for a client and its customers (i.e. the target audience).
Market segmentation is a very arduous task since the event marketer needs to segment the market with respect to both the client as well as the target audience to ensure the client-concept-audience fit. The segmentation of the market can be carried out on the basis of the core concept preferences of the clients as well as those of the target audience. The target audience can be segmented based on standard demographic, geographic, and economic and psychographics traits. Segmentation of the target audience becomes very important in that, they define which clients to approach for funding the events as well as event category and variation that the event marketer should focus on. Segmentation of clients is very important since not only is the information on the brands, products or services of the client important but also the target audience that the client is going to attract is also very important.
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Benefit segmentation can be used for segmentation of clients. Segmentation on the basis of different levels of the benefits offered by events that of reach and interaction can be termed as benefit segmentation. Therefore, clients can be segmented into clients seeking high reach with less interaction, equal reach and interaction or low reach with high interaction. Each of the event variations
discussed earlier could also be converted into tangible event market segments.
Thus, market segmentation for event marketers involves understanding which target audience and which client to serve at the same time. Segmentation of the events market helps in identifying the synergies between the target audience and the client. This goes a long way in ensuring the client-concept-audience fit. The event market is made up of a large number of clients and audience. The concept can be modified and applied to any combination. It is upto the event marketer to define the segments and modify their event concept accordingly.
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REACH
Reach is defined as the adequate number of people belonging to the target audience of the clients which is exposed to the event. In other words, reach implies exposing the event to the right number of the right audience.
In distinct terms, reach can again be divided into external reach from networking and the actual event reach during the carryout phase of an event.
External Reach from Event Networking
External reach through events is obtained from the networking mix designed for the event. This is reach in terms of the exposure of an event to the target For a sponsor to get enough mileage out of an event,
audience population.
adequate targeted pre-publicity and advertising are essential; thus making event networking critical for the success of an event.
Event networking in terms of the media involved, is singularly more important than anything else in events since creating a network and making it happen is the crux of the publicity for the event. Without an adequately planned publicity
campaign, the benefit of reach would be lost.
Actual Event Reach
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The number of people from the target audience population who actually respond to the publicity campaign and attend an event is the actual reach for an event. These are part of the target audience population on whom the external reach campaign is focused.
TARGETING OF THE MARKET FOR EVENTS

Once the market segments have been defined, it is imperative that the event marketer selects one or more of these segments to enter, consolidate and grow. To do this evaluation of each segment as to its attractiveness is essential. It is also necessary that event marketers work on the targeting problem based on their objectives and resources.
Attractiveness of a segment can be measured indirectly for monetary benefits and influence in terms of the potential reach and scope for interaction that the segment provides. The greater the reach and interaction, the greater the
attractiveness for clients and thus, larger the size, growth, profitability, scale economies and so on of the segment for the event marketers. The targeting
decision is also contingent upon other considerations such as ease with which members of the segment can be won over. Dissatisfied clients of other event marketers should be high on the priority list. The clients business worth in
terms of event-spend in the event category that the marketer is interested in, loyalty and ability to influence other clients is also an important part of the decision making for targeting clients. The event marketers should take stock of their objectives and resources and consider whether investing in the segment is in
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synergy with these. That is, the event marketers interests, skills and long-term objectives, which decide the event categories that it will serve, should be in tune with the requirements of the segment. If the event marketer lacks one or more necessary competencies and is in no position to acquire them, the segment will obviously and automatically get scratched from existence of or ability to develop some superior advantages for a particular segment that other event marketers cannot acquire in the short term. Such segments where the event marketer can provide superior value to the client are the most attractive ones.
In the simplest case, an event marketer can choose to select and operate in a single segment. This carries higher than normal risk and at the same time the opportunity to gain a strong knowledge of the segments needs. This can enable the event marketer to achieve a strong position in the segment. The risk is high since if the segment attractiveness goes down then the event marketer is left without any succor or relief. There is also the chance that competition may enter the segment in a major way effecting the attractiveness again. Thus, most event marketers prefer to be present in more than one segment. These segments, each attractive and in tune with the event marketers interests, may or may not have any synergy amongst them, though each segment should definitely be a monetary minefield. This leads to spreading the risk such that if one segment becomes monetarily unattractive, the other segments prop up the event marketer and keep the cash register ringing.
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Different Aspects Of Marketing In Events The event marketer
Another way of targeting involves event specialization.
aims at creating a particular concept within an event category for catering to several segments. For example, an event marketer focusing only on music
concerts and who does not bother about the other avenues for artistic expression would have various clients specifically interested in the event category. The
event specialization strategy carries with it the risk of losing clients to another event variation within the event category. In the market specialization strategy,
the event marketer can aim at fulfilling the multiple requirements of a particular customer group.
This is a targeting strategy in which the event marketer offers a selected list of particular clients a variety of services that may be from different event categories. Through this, the event marketer creates a strong reputation for
specializing in events for particular client industries. In terms of risks, a major risk here is that fluctuations in the clients financial health may affect the event marketers directly.
On the upside, though an upward swing in the clients fortunes may actually lead to a boom time for the event marketers. By attempting to serve the entire
market, an event marketer shows the first signs of growing in size and stature. Event marketers can serve the entire market by either ignoring the market segment differences or by acknowledging the differences and designing events for each segment.
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The corporates, which are the clients for event marketers, on their part, are unabashed about their objectives. For example when it comes to college festivals ambitious, brand-conscious students fit right into their target markets be it for a toothpaste, website, paint or soap and the festivals offer both easy and direct access to this audience. Even a Ford car dealer thinks that such
congregation of college students of a particular age group makes a good event to sponsor.
Managing Director of Ford Point Automotive, Sandeep Bafna says, Right now, students may not have the purchasing power. But the long-term investment will bear fruit once they do. Event marketers should take this factor into account when targeting clients.
POSITIONING IN EVENTS AND THE CONCEPT OF EVENT PROPERTY Positioning
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To establish and communicate the event, marketers products (events) key benefits to the market is known as positioning. After the segmentation and targeting of the event market, each target segment then needs to be studied for possible positioning ideas. These are then selected, developed and communicated.
Branding in Events Event Property

What is called brand in marketing parlance associated with consumer and industrial products can be termed as event property in events marketing. Event property is that feature of an event concept that detaches the event from the constraints posed by canvassing. It virtually creates an event concept that can be organized perpetually using different artists and venues for different clients and target audiences. It involves
constraining the degrees of freedom with which the event can be carried out while at the same time removing any constraints from the path of the event moving towards a preplanned affair year after year. The event property also has the characteristic that it belongs to the event marketer and cannot be taken away or stolen by competitors.
For example, the Miss India a beauty and talent contest is the event carried out annually irrespective of the change in the contestants, judges, venues, clients and target audience, etc. Femina, a part of the Times of India Group, owns the event and its event property. The event property of the Miss India pageant is its official recognition as a national contest for selecting the Indian representatives for the Miss Universe, Miss World and the Miss Asia Pacific contests. This makes it very difficult nigh impossible for any competitor to steal the concept away.
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Retaining Event Property

A major part of marketing planning and strategy should be devoted at the conceptualization stage for identifying the event property before canvassing for clients. For instance, organizing a music concert without an event property would amount to forcibly making the event a one-off affair. Since every event concept undergoes
variations and improvements it is imperative that to enable acceptance of the successful repetition of the event, the event property be identified and incorporated in the final concept.
Retention of the event property frees the event marketers from the hazards imposed by the uncertainty of association of clients and target audience with the event. It also frees them from the need to pamper the event infrastructure elements and can therefore be more professional in their business.
Threading an event property into the event concept perpetuates the event giving it a whole new aura of exclusivity. Just as the Miss India example , every event that has a definite event property attached with it has a fixed periodicity of occurrence to ensure that the maximum benefits are derived from the event. The Olympic Games in the sporting arena is the perfect example. Occurring every four years, the Olympics move to different countries and have different athletes, officials, clients and target audience every time. But still, the event property is providing athletes from the entire world a common platform to compete in different competitive events to bring glory to their respective nations with a spirit of bonhomie. The difference between the Olympics and similar events such as World Cups lies in the event property associated with the former. The
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Olympics provides equal opportunity to the maximum number of nations for almost every recognized sporting event unlike the World Cup, which are game specific events. In addition, the spirit of participation and patriotism is considered to be more important than actual victory or defeat.
REPOSITIONING OF EVENTS
Event property remains constant like the brand name. Modifications in the event can be done to accommodate the changed requirements of the market. The Holi Gyrations 2000 can in the next year still retain the event property and be called as Gyrations 2002 with modifications so as to accommodate the requirements of different clients. Say for
arguments sake, if the client is now a manufacturer of childrens products, then the target audience for Gyrations 2002 maybe children in the age group of say 7 to 12 years or 10 to 14 years. Now, the event needs to be redesigned and repositioned keeping the target audience profile in mind. Therefore, the event property that can be cited here is the combination of the core concept of celebration of a particular festival in a particular manner. Periodicity is inherent in celebration of all festivals. This example also brings out the reason why festivals have been sustained for centuries together. These
modifications in the Gyrations 2002 event have to be established and communicated to the target audience (i.e. children belonging to a particular age group) and the clients (i.e. manufacturers of childrens products). Therefore, at this particular juncture in time, Gyrations 2002 is an event that caters to a different target segment than in the year 2000. This orientation may further change in the future with the change in market and hence might again entail a repositioning exercise.
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MEDIA
Media is that event-specific communication mix designed to act as the front end for the event to first inform, then cajole and entice the target audience to attend the event. These also comprise of live and post-event coverage for those who for some reasons such as affordability, time, distance and security constraints could not attend it.
In Advertising, the term medium implies a medium for carrying the message or communication and sometimes the medium itself is the message whereas in events, media is used for achieving the reach and increasing the impact of an event. A major role that media plays in events is that of informing details of the event such as venue, date and time, entrance fees, etc. Media can also be used for cajoling and enticing the target audience to attend the event.
Promotion in events is required to get the desired reach that requires an adequately planned publicity campaign by the event marketer. The event marketer has to network with other media for successful publicity of an event.
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Three Stage of Media Campaign for Events
The media campaign for events has three stages pre-event, during the event and post-event. Pre-event media involves informing the target audience and is
essentially advertising in its genuine sense. Press releases and conferences also can be pre-event activity. Live coverage and reporting of an event is possible on media such as Radio, TV and the Internet. This increases the reach as well as participation in the actual proceedings of the event through remote means. Depending on the capability of the telecommunications network, even instant feedback can be obtained during a live coverage to further enhance the productivity from the event in terms of reach and interaction.
Post-event media coverage involving reporting of the success to reap the postevent benefits is a common phenomenon. This is achieved by arranging press
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conferences, interviews, reviews and participation in talk shows by the celebrities or core talent involved in the event.
Negotiating with the Media Owner
While networking with media for publicity, the event marketer should first understand the objectives that have been set for the event in terms of reach. The frequency of the publicity blitz planned would also be a factor in deciding the media mix. Depending on these and the target audience profile, as well as the software programming value for post-event use, the following two major types of arrangement is possible between the media elements and the event marketers.
Paid media publicity

If the objectives of the media elements and the event do not converge, the event marketers usually have to obtain publicity space or time at the prevailing commercial rates. Special offers of reduced rates are frequent phenomena in the media industry during festive seasons or special editions or programmes for particular occasions. Event marketers can use such rates effectively if properly planned for.
Barter:
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Media companies as sponsors When the objectives of the event and those of the media elements do match, a mutually beneficial association can be worked out. A barter deal is one such arrangement wherein the media element gets to be officially associated with the event as sponsor of that media element in exchange for an agreed coverage and frequency for the event promotion material. Such an arrangement is called a barter deal since there may not be any monetary transaction involved at all. This leads to tremendous reduction in costs and
increase in profitability for the event marketers. Usually such barter deals are event specific in nature though long term barter deals could always be worked out for mutual benefit. Such a working arrangement need not necessarily be
available for all the media elements. Most common barter deals struck other than with the media include hospitality, food and beverages, and transportation sponsors.
Print Media
Print media is essential for pre-event publicity and it also aids in the post-event recall by reporting or covering the event as in reporting the success (or failure) of an event.
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The pre-event publicity, which aids in increasing reach is usually paid for or bartered with the media owners as the media sponsors. Pre-event print media campaign is very essential since it can be used not only to inform about the exact details of the event such as venue, date and time but also to distribute entry forms or feedback questionnaires. Giveaways and contents are usually associated with such campaigns.
The post-event coverage falls under the purview of journalism and usually the event marketer has little control over it and thats precisely why even a failure can get reported. Decision-making on using the print media essentially revolves around the variety of publications available, their circulation, the frequency of publication, whether weekly/daily/morning/evening, and the profile of readers. A decision to use a particular newspaper or magazine or a combination of the same will normally depend on the objective to be achieved from the event. For regular festivals and other most popular events most newspapers and magazines usually plan special supplements, pages or cutouts. Some examples of event specific issues in the recent past are St. Valentines day, Holi, Diwali, the 50th Year of Indias Independence and the 1998 World Cup Soccer held in France. Such event specific issues are good because of two reasons.
Special rates for advertising are charged for insertions in such issues.
The state of readiness of the audience is an added bonus since they are prepared and anticipate such issues. And the fact that they look forward to such issues for more information provides more focused reach for the event.
Radio
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This is an electronic audio media and is mainly used for pre-event publicity, though it can also have an importance in terms of post-event coverage planned accordingly. The programme profile, listening audience profile and time slots for airing the commercials are the major decision making criteria. The need to create a jingle or put together an appealing audio promotion may be expensive and thus this media needs to be understood better as to how and when it is beneficial to use it.
Special programmes with the event as focus and which are more than just a commercial are more helpful in providing the reach that is desired for the event though they may be expensive. For example, the winner of LOreal Femina Elite Model Look 1998 featured live on a programme sponsored by LOreal on the FM channel. Though not a fullfledged programme on the event, the script for the host was modified as to thread together an interview with the winner, Ms. Carol Gracias as part of the fillers during the programme. programme. Live telephone calls congratulating Carol were also aired on the
Television
For events, the television media can be the single most potent media since it can provide pre-event, during event and post-event coverage. Depending on the reach desired, either satellite channels or the government controlled terrestrial channels can be used. The singularly most important feature that television as a media offers is the ability to cover events live i.e. during the event itself. The immense popularity of competitive events and especially sports are derived from satellite television offers dedicated channels for music,
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sports, news etc. This again provides an opportunity to narrow down the reach to focus on the audience for the particular event category.
Timing and frequency of airing the promotions are very crucial. An event such as a multi-city (focusing only on the metros) concert tour of a pop music band would not prefer DD1 but prefer to promote and tie-up with an exclusive music channel for all its promotions and event coverage. This provides a focused approached to the event. The Coca-Cola Alisha Chinai Concert Tour, organized by UNIRAPPORT events, used the television medium extensively to promote the event. Slick promotions were aired on the 24-Hour MTV.
The Internet
The Internet is now extensively used in events for :
Online registration for events
Dispensing information both pre and post-event, in the form of databases
Carrying out complex analyses of information obtained
Providing e-commerce related opportunities.
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The official site of Olympics(www.olympics.com) carried banner ads from its sponsors. The page of this site carried ads of IBM for its e-business practice and identified IBM as the worldwide partner for the Olympics
Outdoor Media
Very essential for pre-event publicity, these are short time span networking elements located at prominent sites usually earmarked for the same. Prime locations, size and number of hoardings, posters and banners are the main decisions to be taken when planning outdoor media. Hoarding sites need to rent based on the rates which are again dependent on the site location, dimensions of the hoarding and whether these are lighted or not. Hoardings usually carry only board event awareness messages and are designed for a relatively larger reach than banners and posters. Best locations for hoardings are places where large masses of people are in transit i.e. locations such as along the highways, railway stations and railway lines.
Banners are designed and put up in and around the localities or places where the target audience can be found to either reside or gather in good numbers. Banners also carry general awareness information and may actually be a smaller replica of the hoardings and are repeated at shorter distances. They are therefore, more effective in catching the
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attention of the target audience. Posters are usually printed and stuck in areas where the target audience population assembles and carries greater details on the event. An
advantage that posters offer is that they are not only easier to put up but also can be stuck or pinned up on notice boards or in other prominent locations where people cannot miss them. Handouts are also printed and distributed lavishly to the target audience population directly either by hand or by delivering the event pamphlet through the local newspaper vendor directly to the homes or offices of the target audience. This becomes an almost one-to-one campaign. For example, Aptech regularly organizes events for 10th and 12th Standard students after their board exams and uses a good number of hoardings, banners and posters around schools all over Mumbai to publicise the same.
Direct Marketing, Sales Promotions, Audience Interaction
Used mainly for pre-event networking, schemes built on the foundation of the event are used to link merchandising opportunities with the event build up and popularity. Preevent response sheets with contests and giveaways as incentives may be used to monitor the reactions and responses that the target audience is generating toward the event. Such exercises help in gathering a fair idea as to the actual attendance that can be anticipated for the event. These also help in identifying changes in the networking mix or message if required.
Public Relations
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Unlike the paid media publicity, which is one hundred per cent under the control of the event marketers, reporting of the event is a purely journalistic activity and supposed to be devoid of any undue influence. Absolutely essential both pre and during the event, public relations activities are focused towards ensuring that a fair treatment is given to the event. These are also directed towards creating an atmosphere of harmony and an avenue for providing details on the event. If a major event is going to be organized, it is needless to say that it will interest several reporters at large papers as well as television news channels. Therefore, it becomes essential that the PR activities be well planned. Press conferences, press releases, invites to events for impresarios are some means of networking for good public relations. PR also becomes very important in the event that controversies start dogging the show. PR involves identifying and creating rapport with press reporters and networking with influencers so as to maintain a positive image of the event marketers over and above event specific PR activity.
Merchandising
Events provide an opportunity for physical manifestation of concepts. Most popular parts of the concept can be created into products. These products are generated from the event and can be considered as a simultaneous launch for these specific products by default. Unlike free giveaways, such products actually have a commercial value and can be sold just like any other product. Event specific merchandising can be used for publicity
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T.Y.B.M.S. Project Mithibai College before, during and after the event.
Different Aspects Of Marketing In Events Sports based events have traditionally offered
opportunities for successfully encashing on the merchandising opportunities that get generated. T-shirts based on the colours of popular teams or carrying pictures of star performers, toys and electronic games based on the event are only a few examples of such opportunities. One such example that can be cited on the successful use of event merchandising is related to the launch of the song Chui Mui See Tum by Rajshri Music. This event featured a tiny koala hanging from the sleeves of the lovers and symbolized the bond between them. Such innovative products actually add to the aura and atmosphere around the event which is so very important. Entry passes, T-shirts, publicity brochures and posters flaunt corporate logos. Round-the-clock announcements, video scopes where corporates screen their advertisements and stalls to promote their products are among the regular pay-offs demanded by corporates in return for their corporate dollar or rupee (wherever you are, its still the same!).
In-Venue Publicity
The visibility, size and location of the sponsors in venue signage are essential for publicity during the actual event.
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There are various types of sports such as water sports, motor sports, track and field events that may be either individual or team based. Each game may attract specific sponsors such as motor sports attract companies involved with lubricants, oil, tyre etc. This, need not be universally appealing to the various individual companies. Honda takes extreme pride in being associated with motor sport events. In India, MRF and JK Tyres take exceptional interest in such sports. In fact, being associated with go-kart tracks that are still exotic in nature for Indian audiences is also an accorded importance.
Logos, banners, posters and handouts in and around the venue are designed to deliver the promises made for the event. They are needed to act as guides for the audience during the show. Special banners made to highlight contests, invite participation in various activities and sales promotions are different from those used for outdoor promotions. Unlike outdoor media, which publicise the entire event, in-venue signage works at a micro level and publicises individual parts of the event plan. For example, say in a college festival like IIT Bombays Mood Indigo (MI), a major attraction but still a part of the entire event is the Aqua Games, a concept entirely MIs. Aqua Game is a concept where fun lovers frolic in the swimming pool playing games like Chivalry Race, Tug of War, Burma Bridge etc. Organised daily with an audience of around 2000, this micro event offers sole sponsorship opportunities at the venue as also a mention as a co-sponsor in all publicity material.
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In-venue publicity opportunities offered at such an event that focuses on youth would be printing and distribution of Aqua Games T-Shirts, caps and sun shades with the sponsors logo, locating stall(s) near the pool and inviting participation in sales promotion activities such as slogan, writing contests etc. and displaying banners at the poolside. Announcement of the sponsors name by the comperes from time to time is also a very potent publicity opportunity since the audience is virtually latched on to every word spoken by the comperes. Yet another opportunity to make an impact during the event and at the venue is to provide gift hampers as prizes for the games at event. This usually leaves a lasting impression on the audience at the venue.
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Niche Marketing in Events

Further to the segmentation approach to marketing by event marketers, some prefer to focus on a niche area within a chosen market segment such as focusing on only cricket or football as the niche event in the competitive events category or only on music related events in the artistic expression category of events. By catering to specific events and restricting their focus of clients and target audience, event marketers can seek to fulfill the needs of a smaller sub-segment within a market segment whose needs are not being well served.
For example, the Miss World marketers carryout only one event in the competitive events category. The core concept is a contest between the female participants representing different nations on the basis of their talent and beauty. The Miss World pageant is the only event that this organization carries out and is involved in nothing else.
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Ambush Marketing
What is known in marketing lexicon as parasitic marketing is known as ambush marketing when used with reference to events. Ambush marketing is a term that is used to denote such marketing activities of a disassociate firm (not involved with an event) through which it tries to borrow or steal the imagery associated with the event. Ambush marketing attempts at robbing vital benefits from the event and the institution behind it. Unlike official sponsors who pay significant amounts to help support the event, ambush marketers pay nothing.
The Nothing official about it campaign by Pepsi when Coca Cola had won the right of being the official drink of the Cricket World Cup 96 in India is a very live example of ambush marketing. In such cases, there is little the marketers can do, since the
ambushers dont use the events name or logo.
In recent times, contracts between sponsors and event marketers have included clauses where it becomes obligatory for the event marketer to actively help and support the sponsor in any litigation that can be carried out against such activities. The event company can hardly do anything in this case except try to keep the client from losing faith in events and dispel any moves by their client towards disassociating from the event.
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DEVELOPMENT OF THE STRATEGIC MARKET PLAN

The other important strategy is how the event management firm perceives itself and where it wants to be in terms of definite time periods. Strategic market planning is therefore an exercise to some extent in soul searching for the event agency. To set the marketing objectives and strategies, it is essential to understand the external as well as internal environment around the events firm.
MARKET ATTRACTIVENESS
The attractiveness of an event market should be studied for a specific event category at a time. The various parameters that need to be evaluated are :
Required investment
As the company grows, assets like technology, stage material, etc. may be acquired to cut costs in the long run. Therefore, investment required might increase to include other
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assets like sound and light systems that may be currently outsourced separately for separate events.
New competitive threat

It is critical in that freelancers with the niche expertise and the required contacts to negotiate great deals can inflict damage to a leader unless converted into an useful ally.
Risk in an environment
of high demand coupled with moderate competition is relatively lower than the risk perception in a situation of low demand and high competition.
Event Life Expectancy

All event categories are evergreen, only the type of event may differ.
Price elasticity to market demand,

Cyclicality and seasonality of demand are also indicators of the attractiveness of the event category market. This is so because if demand varies greatly as price varies then it is a very unstable market. Though within this instability, if the demand only reduces moderately or not at all, then the market can be considered average. The ideal though is a
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situation wherein the demand is not affected in spite of a rise in prices. This leads us to a bleak picture in the Indian context since events as a marketing tool is not yet very popular except for major sporting events like cricket. This is essentially due to the television coverage and therefore extended mileage associated with the event. But event savvy MNCs like Coke, PepsiCo and others are fuelling the drive towards quality events.
Market growth
in value terms is yet another powerful indicator. Declining and stationary markets obviously are bad environments. Moderate to good market growth conditions are
obviously better environments to be in. As corporate clients become more event savvy, more companies will budget for events in their annual plans, giving rise to better business prospects.
Market size
(in Rs. Crores) is one of the more critical assessment parameters.
From current
estimates, the market size is approximately Rs.1500 million and this is likely to grow to greater than Rs.5000 million as corporate clients become more event savvy.
Profitability
actual or estimated is another critical factor. A profitability rate of 12% is considered normal in the events industry, though the future with its price wars will see profitability of events decline. 51
Segmentation
The ease with which the market for events can be segmented also plays a role in defining market attractiveness. Clients are essentially corporations with well-defined target
audience and markets for impact. A research database will help segment the market with greater ease if it is known as to which of the benefits clients really want.
Seasonality
Certain times of the year like the monsoon season significantly affect the demand for events. But since these phenomena are pretty much anticipated, there is only a partial effect on the functioning and these situations are mostly planned for. In fact seasonal events can be designed and scheduled to make the best of seasonality effects.
One of the most irritating parameters, the regulatory climate and the political interference need to be tackled by assessing how much are quality, specifications, price, environmental concerns going to be affected. If its little or none, then its definitely a good market for the concerned event agency.
Return on investment (compared to company yardstick)
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Moderate competition, smaller set up imply higher return on investments. But as the events agency itself grows larger, greater competition and overheads will imply greater investments and therefore relatively lower return on investment.
Yet another critical parameter for estimating market attractiveness is the ease of handling logistics. National and international tie-ups for logistical assistance give a geographic reach which competitors cannot copy easily. This can mean a good advantage to the events agency.
One of the quickest and proxy means of estimating market attractiveness is by the number of events generated over a time period. An event per agency per client every 6 to 12 months indicates a very healthy environment and thus an attractive market. As event savvy companies increase in number and give annual contracts, the number of events sponsored will go up thus increasing the event market attractiveness.
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GAINING COMPETITIVE ADVANTAGE

Here we deal with crucial issues that create the difference among event marketing firms. Understanding to what extent does the event marketing firm have a better event marketing equality than their major competitor is one such issue. It is up to the overall marketer of the event to ensure the strategic importance of quality in every aspect by benchmarking the same against the best being offered in the event marketing business. Niche segments of the main competitors that the firm is eyeing should by mapped for a better understanding of the competitive market trends. The wealth of experience and ability of the event marketing companies sales personnel vis--vis competitors sales personnel is one more crucial factor that needs realistically estimated. To better understand this point, lets take help of A2Z Event Marketing Company. The to be
Current sales team at A2Z has a wealth of experience in selling commercial time for television programming for QTV. Events are considered a second option to selling commercial time and hence there is ad hoc reactive selling of even well planned shows. A dedicated marketing and sales team currently does not exit for events to plan and carry out research in order to keep tab on the market. To make matter worse, the A2Z team had stopped actively pursuing clients after the joint venture. All the sales activities were to be handled by QTV personnel. This shows that relative to competition, A2Z was discounting the sales experience of its personnel.
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EXPECTATION AND GOALS Event Marketing: An Added Dimension

Event marketings popularity is a relatively recent phenomenon, which evolved to reach an increasingly cynical consumer activity. Event marketing is an important part of any integrated communications plan because it extends the impact of other elements (advertising, promotions, etc) in an environment where consumers are more open and receptive. Events overwhelmed by media clutter and promotional activity. Events offered marketers close, personal contact with consumers. Like traditional advertising and promotions, events can be selected to fit demographic requirements. But unlike those vehicles, events offer the opportunity to connect with consumers one-on-one for this reasons and more this relatively young discipline has become very valuable.
When event marketing is done properly, it can: Generate sales and increase traffic;
Even after brand personality traits through associations with the qualities of the event; Associate companies with customer lifestyles;
Create opportunities to build personal relationships with customers that many eventually positively affect sales; Create an imprint, not just an impression; Extend impact through advertising media coverage and outreach to people attracted to the event because of personal interests;
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Allow for niche marketing because the marketer can manage demographics, psycho graphics, time and location;
Extend the value of advertising campaigns by creating a dynamic, interactive environment that makes key messages more relevant and personal;
Associate a company(brand, product) with the qualities of the event itself while simultaneously projecting the companys personality, values and style;
Position a company to be n touch with peoples interests and responsive to their preferences, lifestyles and attitudes;
Allow for promotions that tie-in and ten build on the sponsorship.
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RECENT TRENDS
Event Marketing is done at a very huge scale in India. We have the greatest stage and television shows in the world. The growth of sophisticated and mega companies have brought forth a spurt of Meetings, Seminars, Exhibitions, Conferences, Product Launches and all have to be a matter of class and style. Then come the celebrity shows,
international artists shows, shows for a cause, road shows competitions and you name it and India has it. In India even personal functions like marriages and Birthday parties have become such important social matters, that they have to be managed professionally.
Research have showed that there was no formalized education to teach Event Marketing. Event Marketing companies found that they had to spend a lot of time in training personnel and they would lose a perfectly trained person to a competitor for a better bait. Companies found that their executives lacked expertise to handle events, and hence a growing need was felt, to have a formalized training in Event Marketing. If it could be done in Advertising, in communication and Public Relations, Why not in Event Marketing? But it was not so easy because Event Marketing encompasses all; it includes Organizational skills, Technical and Production knowledge, P.R. Marketing, Advertising, Glamour Industry, Human Relations, Study of Law and Licenses, Risk Management, Budgeting, Study of Allied Lines like Television and other medias, and the list does not end here. There are many courses started up recently.
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The main objective of these courses are
To train and give the entertainment industry a highly motivetd and correctly trained work force.
To bring our country on a higher footing in the event world.
To supply highly qualified personnel to Industry as an additional qualification of Event Marketing study will go a long way in ful filling the needs of the companies to have a complete Marketer, who is trained, motivated and organized.
To create a new class of Event Marketers and consultants.
Thus with the help of these courses, the growth of Event Industry will enhanced further.
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QUESTIONAIRE
1.
Conclusion
EVENT MARKETING is clearly grown out to be one of the most happening industry of today, it is projected to grow quadruple. Many companies and individuals have been off late planning many new events and its becoming a new trend in the society to have some creativity in the events, the event should not be same as the previous one or should not look a like the one managed by neighbors or other company.
This is the right time for event marketing companies to grab the rapidly growing market. Hence they should market their events (products) very well in order to tap the market.
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I have tried to cover a lot of aspects of events and marketing and event marketing in this project.
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T.Y.B.M.S.

Project Mithibai College

Different Aspects Of Marketing In Events

Design of the Study

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

These are the fundamentals of a true marketing mindset:

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

The media mix: 1 Television 2 Print 3 Radio 4 Outdoor poster 5 Cinema

T.Y.B.M.S. Project Mithibai College 6 Direct mail 7 Internet 8 Brochures 9 Flyers

Different Aspects Of Marketing In Events

The role of the promotional mix is to:

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

RIGHT COMMUNICATION FROM THE CLIENT

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

The Objectives Of Event Marketing Are:

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

EVENTS AND ECONOMY

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

FINAL CONCEPT CARRY OUT

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

INTERESTING FACTS ABOUT THE CASE

Event : Holi 2003

Event Category : Fairs and Festivals.

Core Concept of Holi

enough to host an audience of around 1500.

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events The event was a ticketed show

production budget to the tune of Rs.7 lakhs.

Initial concept for Holi 2002

A2Z wanted to repeat the previous years event ad verbatim.

The costing for Holi 2000 worked out to Rs.10 lakhs.

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

Final concept and carrying-out

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

REVENUE GENERATING CUSTOMERS

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

The clients include institutions, corporate houses, media houses, etc.

Setting Strategies And Tactics

T.Y.B.M.S. Project Mithibai College

Different Aspects Of Marketing In Events

CORPORATE HOUSES AND OTHER INSTITUTIONS