Chapter.

INTRODUCTION
This report is a short description of my one month internship carried out as a component of
MBA Program. The internship was carried out within the company Asian Business
Exhibition & Conferences Ltd (ABECL) in at the period span from 7 th August 2019 to 6th
September 2019. Since I was interested in event management, the work was concentrated on
Event Management, Conference handling, exhibition registration and post event interaction.

At the beginning of the internship I formulated several learning goals, which I wanted to
achieve.

 To understand the functioning and working condition of Event Management industry.

To see what it is like to work in Professional environment.

 To see if this kind of work is a possibility for my future carrier.

 To better use and understand my academic knowledge in practical environment.
 To see what skills and knowledge I still need to work in a professional environment.
 To learn about the organization of Event Management industry (planning, preparation,
permission etc.)
 To learn about various testing methodology.
 To get fieldwork experience/collect data in an environment unknown for me.
 To get experience in working in with persons who are intimately associated with the
industry.
 To enhance my communication skill.
 To build a network.

My work during internship involve:-

 Co-ordinate with clients regarding exhibition/conference on call.

1
  Fixing client meeting with our project head for better understanding of event if
required.
 To explain them about the event and benefits if they attend it.
 Sending broachers of the event and registration link through Email.
 Helping them with the registration process for blocking their seats at the event.
 Handling the logistics regarding the events.
 Reconfirming the presence of the registered client prior to few days of the event.
 Handling the registration desk and distributing the badges to the registered client with
food coupons.
 Entertaining feedback after the event.

This internship report contains my activities that have contributed to achieve a number of my
stated goals. In the following chapter a description of the organization ABECL. And there
activities are given. After this reflection of my functioning, and the learning goals achieved
during internship are described. Finally I given a conclusion on the internship according to
my learning goals.

2
 Chapter .2

RESEARCH DESIGN & REVIEW OF LITERATURE

2.1:- Topic
“Effectiveness of direct marketing through exhibitions and conferences”.

2.2:- problem of statement.

Competition is very high in today's marketplace. Every organization is therefore determined
to differentiate their brands and service offerings compared to their competitors. In effect,
everybody is trying to have unique features in their brand and market them. If organizations

Want to succeed in this space, they need to assess their brands honestly else similar me-too
brands are out there in the market which can destroy their entire marketing efforts. Brands
suffering from symmetry syndrome will find it difficult to survive in the market after some
time. No marketing manager would like their brand to be seen as a commodity. In fact the
whole concept of marketing is based on selling the brand which can be differentiable. It is
generally argued that goods and services are differentiable. Few argue that this is applied
only to consumer goods however even in industrial goods and services, they can be
distinguished. Having emphasized enough on the significance of brand differentiation, the
important factor is to measure the differentiation through a tool. Presently there is no concept
or methodology available which can measure the brand differentiation amongst the
competing brands. The present research is focused on developing a tool which can be used to
measure brand uniqueness through a concept called 'Brand Symmetry Index'. With a brand
uniqueness measurement tool at their disposal, the brand managers can know how their
brands are performing in the marketplace. Is it being viewed the same way as it has been
positioned through various marketing communication channels? How much is it being
differentiated compared to other brands?

Considering the above discussion, it is imperative that the brand managers should have a
practical tool to measure their brand differentiation score in comparison to their competitor
brands. If the brand is not able to distinguish itself in the marketplace than the marketing

3
communication strategy is probability not effective. This needs to be investigated.
Considering that in mind, the research is focused on developing a brand differentiation
measurement model.

2.3:- Scope of the study

 Commercial marketing and promotional

 Exhibition and fairs
 Business events
 Entertainment, art and cultural

Our flagship exhibition – ACETECH, is India’s largest and world’s third largest
exhibition catering to architecture, design, building materials and construction
attended by over 6,00,000 visitors every year.

Merged with ITE Group PLC, Landon (international trade exhibition and conferences).
World’s leading organizers of international trade exhibition and conferences.

1. To understanding the short coming of event marketing and event management.

2. How these are done today?

3. Problems faced by Indian event management agencies.

4. Understand and manage the event in the best and effective way.

4
The few reason for choosing event marketing as promotional tools are as
follows:

 To accelerate your product into new market.

 To judge your products against the competition.

 To promote positive product trend.

 To reposition your company in a market.

 To select a new approach to marketing your product

 To launch new product/services

 To network with customers not normally called upon.

 To present your products to buyers face-to-face

 To target markets by types of visitors.

 To understand customer attitude.

 To appeal to special customer interest.

 To make more sales calls in a shorter time cycle.

 To meet potential customers for new application.

 To change or improve the perception of your product.

 To invite special customers to increase business.

5
2.4:- LEARNING 0BJECTIVES.

To study event marketing as a generic promotional tool

 The objectives of this study is to understand the followings.

 Concept of event marketing

 Its benefits and

 Implementation process.

 Understand the research and marketing concepts and their application in the
conferences and events industry.
 To evaluate the effectiveness of event marketing as a promotional tool.
 To identify the problems associated with the event marketing in the Indian scenario.
 To offer suggestions for improvement to make it a more productive investment.
 Evaluate and analyze research and marketing concepts in the conference and
Events industry.
 Understand the key concepts involved in strategic customer service, teamwork and
sales knowledge within conference and event industry.
 To establish a committee and sub-committee to properly plan and execute events.
 To encourage involvement from group members.
 To study the technical aspects and logistics during planning of an event.
 To study the major players in industry.

6
 Also to study event management for organizing and managing the event in best
way.

1. The objectives of this study is to understand the event management

communication tools
2. Launching a product or services.
3. Communicate to a particular target audience.
4. To make proper strategy, plan and execution of an event.

Key terms and concepts are,

Branding image

Conference portfolio/software

Travel and accommodation requirement

Catering requirement

Themed of the event

Sponsorship etc.

 The ultimate aim of this study is to understand how event managers plan and execute
events.
 Exploring the reasons events are held, which gives an insight into the focus that
should be placed on a particular event and what the key objectives are.
 Creating a marketing plan to establish, Marketing objectives, define the marketing
strategy and use specific tools to marketing strategy and specific tools to ensure
marketing effectiveness.
 The objectives of event management study is to identifying events and determining
corresponding control measures. There can be several updates or changes in a service
or configuration item. Some of these changes can be critical while some changes can
be minor without impacting other aspects of the IT services. The categorized and
defining appropriate control measures for these different events in an objectives of the
event management.

7
2.5:- NEED OF THE STUDY.

The need of the project is to study and analyze certain issues in event marketing and
management, and it need further attention and some suggestions which have been given to
make the event marketing and event management industry more effective in order to utilize
its full potential and serve the objective of an event and mutually beneficial for the event
agency, the corporate and the customer.

Business events and exhibition play a crucial role in fostering new deals and taking forward
your company. The ABECL of events, arrangements for business exhibitions receive top
priority. At the exhibition, the attendees present their products and services to the business
community, in a way, we also consider ourselves a part of the exhibition. The exhibition itself
is the service we are offering. Since it is a matter of our personal reputation and a chance to
take our business to new clients, we would make sure to take every effort in ensuring the best
success of the exhibition.

Setting up an exhibition venue is a big responsibility. We need to see that all attendees get
equal fair chance to present their product and services our experienced event managers are
very good at the allocation of space at the venue. We would ensure that the attendees are all
happy because of positive response at the exhibition. If you want, we would also take care of
the marketing and promotion of exhibition, so that there is a significant footfall at the venue.

This study needs to successfully holding exhibition clients, and each experience has been a
learning one for us. We invest our experience to your exhibition a splendid success.

8
2.6:- METHODOLOGY OF THE STUDY.
Research is “the manipulation of things, concepts of symbols for the purpose of generalizing
to extend, correct or verify knowledge, whether that knowledge aids in construction of theory
or in the practice of an art.

Research Design.
A survey was conducted through a questionnaire by which analysis the value of event or to
know the feedback regarding the event.

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 event
under study.

 The information gathered was studied and analyzed.

 It travel 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 beneficial for the event marketing agency, the
corporate and the customer.

9
2.7:- Limitations:-

1. Event management offers many avenues and it was not possible to cover all of them.
2. There was an inability to collect detailed data in terms of one-to-one meeting with
people concerned with entertainment industry, however a little bit could be done

10
LITERATURE VIEW.
In the year of 2013 Mrs. .Sahiba sehgal has done research on the topic “to
understand the current value and position of event management industry in the
market” she has her report with the help of “EVENT MARKETING SURVEY
2006” DONE BY fifth edition of global study. On that time she said event
management industry trying to sustain in the market and try to maintain its
marketing position because the proportion of the overall marketing budget dedicated
to event marketing decreased slightly from the prior year. And the perceived future
importance of event marketing has declined less the 3% from 2005.while these
results at first glance could be considered disappointing.

About this study

Event management the very topic looks challenging. A concept gained importance in
India only after the late 90s. Commitment, leadership and mental and & physical
devotion are the core factors needed to manage any type of event. Irrespective of
type of scale of the event, the mental and physical hard work that is to be put in,
differs by only a negligible degree of difference.

Because it is very easy for the audience to make an event hit or flop. It takes just 5
minutes for the audience to judge the event result in the efforts of nearly 3-4 months
and the hard work of 70-80 people either turning productive or waste. Thus the
efforts they have put in always remains at stake till the date of the event.

These are innumerable activities that have to be carried out. First of all forming
committees, then allocating different jobs to each committee is the very first step.
Here all the theoretical concepts learnt up till now in subjects like public relations,
human resource planning logistics, human skills, controlling, accounts, organizing,
and others come into actual use.

11
As an event manager one must have a lot of flexibility in terms of working pattern.
Be free to do all sorts of jibs irrespective of your position.

Now a days the scope for event marketing is very wide because event management
companies play a very important role in to develop, and introduce the new brand
products in the market.

In this organization study I have seen many reputed and popular companies are
dealing with our ABECL Company for the exhibitions event and for business
conferences some the companies names are below.

 SAINT GOBAIN
 The Economic present “ACETECH”
 “Green build” international conferences and expo
 Travel tourism exhibitions: “NDTV Good Times –IIT”
 Real estate exhibitions ; “Times Property Expo”
 Life style exhibitions : “Times Glamour, Glitter and
Shagun”
 Music, light and sound –“Palm Expo”
 Security and protection:” secutech”
 Oil and gas energy: “IORS”

12
 Chapter.3

INDUSTRY & COMPANY PROFILE

INDUSTRY PROFILE.
Industry is the production of goods or related services within an economy. The major source
of revenue of a group or company is the indicator of its relevant industry. When a large group
has multiple sources of revenue generation. It is considered to be working in different
industry.

Asian Business Exhibition & conferences Ltd (ABECL) is an event manufacturing industry.

Event management is the application of project management to the creation and

development on large-scale event such as festivals, conferences, ceremonies, weddings,
formal parties, concerts, or conventions. It involves studying the brand, identifying its target
audience, devising the concept, and coordinating the technical aspects before actually
launching the event.

The vent industry now includes events of all sizes from the Olympics down to business
breakfast meetings. Many industries, charitable organizations, and interest group hold events
in order to market themselves, build business relationships, raise money, or celebrate
achievement.

The process of planning and coordinating the event is actually referred to as event planning
and which can include budgeting, scheduling, site selection, acquiring necessary permits,
coordinating transportation and parking, and arrangement of speakers or entertainers,
arranging décor, event security, catering, coordinating with third party vendors, and
emergency plans, each event is different in its nature so process of planning & execution of
each event differs on basis of type of event.

13
The event manager is the person who plans and executes the event, taking responsibility for
the creative, technical, and logical element. This includes overall event design, brand
building, marketing and communication strategy, audio-visual production, script writing,
logistics, budgeting, negotiation, and client services.

14
EVENT MANAGEMENT.

Event management is the application of management sciences to the creation and

development of events at domestic and international level such as festivals, conferences,
ceremonies, formal parties, concerts, or conventions. It involves study of, identifying the
target audience, planning the logistics, devising the event concept, coordinating the technical
aspects before getting down to actually executing the modalities of the event.

The recent growth of event industry around the world means that the management can no
longer be ad hoc.

The industry now includes events of all sizes as every industry, society charity, and group
will hold events of some type/size in order to market themselves raise money or celebrate.

Event marketing is growing rate of three times that of traditional advertising corporate
sponsorship in India in 2001 were estimated $3.9 billion-with 65% of this total going to
sports events and most of the remainder spend on festival and fairs or sponsorship
entertainment tours.

Thousands of companies invest and come from of event sponsorship. Event marketing is a
form of brand promotion that ties a brand to a meaningful entertainment, ethics, social,
cultural, or other type of public activity. Event marketing is distinct from point of purchase
merchandising, sales promotion, advertising, or public relations. Event management have a

15
opportunity to achieve success from other forms of marketing communications. Events reach
people when they are receptive to marketing messages and focused on people who live in
relaxed atmosphere.

Event marketing is growing rapidly as it provides companies alternatives to the cluttered

mass media. It is ability to segment on a local or regional basis. It is also an opportunity for
reaching narrow life style groups whose consumption behavior can be linked with the event.

Event marketing integrates the corporate sponsorship of an event with a whole range of
marketing elements such as sales promotions advertising and public relations.

Corporations both large and small have grown this industry at a rate of 17% year, and yet
they have achieved a high level of success.

1.1 COCEPTUAL FRAMEWORK.

What is marketing?

Marketing can be defined as processed by which individuals and groups obtain what
they want trough creating, offering and exchanging products of value with others

Marketing Tools.

The “marketing mix”, an organization can be classified into 4 categories.

 Place

 Product

 Price

 Promotion

Tools of promotions

16
  Advertising

 Public relations

 Direct marketing etc.

Advertising.

It is the method of communicating the message. The event manager can

modify the message. It includes the following:

 Give-away : leaflets, posters, brochures

 Radio : commercial , community, national

 Internet : web sites , radios

 Television : cable, free to air, satellite

 Press : newspapers, magazines.

 Non media alternatives: outdoor advertising, street banners,

It can be done by the event manager or, if the event and promotional campaign is too
big by an appointed advertising agencies.

Public relations

Often it is the part of the event manager’s job to again maximum publicity for the
event. PR is different from advertising. It communicates a more complex message

17
than advertising. It is free but the positive or negative. To this end it is important that
the event manager maintains for an event to have a receive PR strategy as a part of the
risk management.
Who will make public statement to the press when there is an emergency? The PR
campaign is a plan to gain maximum positive publicity for the event. For an event it
would include.

Data collection:

1. Preparing a media list of suitable targeted media.

2. Preparing a contact list and club, interested people an opinion leaders often called
media talent – who can be called on to make suitable comments or actions which
promote the event.
3. List ideas for continuous exposure such as interesting media ready stories,
competitions, public appearances, stunts, speeches, feeling the chooks

When these lists are prepared, the ideas prioritized and the story angles
determined, the journalist, editors or producers is contacted to ascertain the
exposure potential of the item.
These publicity items are then placed into an overall promotions schedule. The
critical path is ascertained to ensure growing interest in the event.
Although PR involves the events relations to the public, it is the relations that the
event manager develops with the media that can create interest in the event, it
implies developing an image with the media – finding out what they want and
how best to supply it.

If the manager does not have time to do this then event organization consider
hiring a PR COMPANY?

18
 Direct Marketing.

This is delivering the promotional message directly to the interested individual.

The basis of direct marketing is the establishment of strategy to best reach those
individuals.

The mail out is the most common traditional method. The database can be created
from previous events through competitions, inquiries, guest book, and point of
sale information or just by asking the participants if they would like to receive
information on other similar events.

1.2 RELATION BETWEEN EVENT MARKETING AND THE 5Ps

The five Ps of marketing: place, product, people, price and promotion play an
essential role in event marketing .to successfully use event marketing the marketers
must understand how event marketing fits together with the other parts of the
marketing strategy.

Event marketing fits under promotion in the marketing mix. Other marketing tools
that goes under this section are advertising, sales promotions, personals sales, direct
sales, public relations, and sponsorship.

Event marketing is not a substitute for any of the other component. It takes an
imaginative mix of all the communication tools available to extend the impact of the
event.

19
 If an organization uses event marketing, they still need to use the other parts of the
promotion mix before, during, and after the event.

An example of this could be how a car producer can have advertisements to inform
about a new car launch, and then use events to get people to test drive the car, and
then follow up with direct marketing with a discount coupon.
One of the main advantages with event marketing compared to the other channels is
that the objectives can both be direct sales, and image building, depending on how it
is used.

1.3 KEY ISSUE FOR EVENT MARKETING.

The human dimension.

 A key issue for event marketing is having the right human resources
communicating the brand values. The importance of having the right people
working that truly understand the brand was emphasized by almost all the
interviewees.
 The human dimension of event management is what creates the uniqueness to
the brand in an event, especially for high-involvement purchases.
 In the capital goods industry, where high involvement decisions are taken and
more reliable information is needed. Interaction serves as a great function,
when buying a car, the consumer is making one of his/her biggest investment,

20
 the consumer is more sensitive and might require more than one-way
communication to convert to another brand.

What makes the 3D advertisement more unique is adding a human dimension,

by placing someone who is familiar with and can company brand and product.

1.4 WHY EVENT.

1. Brand building.

Creating awareness about the launch of new product/brand.

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

Presentation of brand description to highlight the added features of

product/services.

 Sometimes technological changes pave the way for manufactures or service

providers to augment their products. To convey this via traditional modes of
communication to the existing and potential customer base sometimes be
futile.
 Special service camps of exhibitions are perfect events that provide the
opportunity for a two way interaction and error free communication.

Helping in communicating the repositioning of brand/products.

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

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

Creating and maintaining brand loyalty.

21
  By satisfying individuals need.

 By fulfilling clients objectives.

 By providing quality in their work.

 By working effectively and efficiently.

2. Image building.

 By building trust.

 By providing quality at reasonable prices.

 Not doing cheats with the customers.

 By dealing at regular basis.

22
 4. Focusing the target market.

Helping in avoidance clutter

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

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.

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.

Increasing customer traffic in stores

Events can be conceptualized to increase customer traffic. They can be modified to

make available. Concepts ranging from retail store specific event to mega event lie
one day international cricket tournament.

Enabling sales promotion.

Weekly events conducted by crossword bookstore helps in generating more revenue

during the weekends

Motivating the sales team

The need for interaction is not restricted to external customers only. End consumers
are not always the focus of live media exercises. This is especially popular amongst
FMCG companies.

23
1.5 SPOSORSHIP vs. EVENT MARKWTING

 There are many marketing tools that can build brand awareness and create
image. Authors seem to mix up the concept of sponsorship and event
marketing, although there is difference between two.
 When using event marketing the organization works with the event as a part of
the marketing strategy. When sponsoring an event, the organization buys
exposure during the event at different level of the event itself.
 International events group (IEG) defines sponsorship this way, “the
relationship between a sponsor and property in which the sponsor pay a cash
or in kind fee in return for access to the commercial potential associated with
the property”

1.6 SIZE OF EVENTS.

In terms of size events may be categorized as following:

1. Mega event.

The largest events are called mega events, which are generally targeted at
international market.
Example. The Olympic games, world cup, maha kumbh mela

2. Regional events.

Regional events are designed to the appeal of specific tourism destination or

region.
Examples. Delhi half marathon.

3. Major events.

24
 These events attract significant local interest and large no. of participants as well
as generating significant tourism revenue.
Example. Chinese New Year celebration.

4. Minor events.
Most of the events fall into this category and it is here that most events managers
gain their experience. Annual events fall under this category.
In addition to annual events, there are many onetime events including historical,
dance performances cultural, and musical. Business meetings, parties,
conventions, celebrations, awards ceremonies, exhibitions, sporting events and
many other community and social events fit into this category.
Example. Annual trade fair organized Delhi, chandipur beach festival

1.7 TYPES OF EVENTS

 Sporting events
 Entertainment arts and cultural events
 Commercial marketing and promotional events
 Meetings and exhibitions
 Festivals
 Family events
 Fund raising
 Miscellaneous events

1.8 KEY ELEMENTS OF EVENTS

25
 Event infrastructure.
 Core concept: search for new top class modeling talent through a contest and
pageant interspersed with entertainment.
 Core talent: physical looks and proportions.
 Core structure: annual event of beauty pageant.

I. About company.

HISTORY.

Established in 1993 as Asian Business Exhibition & Conferences Ltd. It envisioned a future
where world-class trade shows and content led conferences would unleashed a new world of
possibilities for both top-class global brands as well as buyers and sellers of every magnitude.
Today, with obstinate commitment to excellence and innovation, ABEC have become the
largest private sector organizer of international shows with almost 10% share of the Indian
exhibition market.

With corporate offices in Mumbai, Delhi, and Bangalore, and support staff in several other
cities, ABECL chums out tradeshows massive proportions, nationally managed by dynamic
group of experts who not only specialize in organizing top-notch trade shows, but also have
sturdy associations with eminent trade organizations, government bodies and renowned
industry professionally, every ABEC trade show over shadows the last.

COMPANY PROFILE.

26
About ABEC:-

ABEC specialize in conceptualizing over 70 shows across 10 verticals, in over 19 major

cities across India and are the forerunners in the Indian trade exhibition and conference
market, impelling business for well over two decades. It achieved this by creating a platform
like no other, where your company can connect with the local and global enterprises of every
stature, leading to better business aspects for both parties. After successfully handling
multiple verticals and hosting “ACETECH” – Asia’s largest and world’s 3rd largest
infrastructure & architectures show, ABEC is working relentlessly towards creating novel
exhibition format that can attribute to innovative trade solutions and global business network.

ABEC formats boast extensive publicity, complete with celebrity endorsement, extensive
media associations, in depth seminars, exclusive in-show initiatives, and informative
workshops – at ABEC we don’t leave a stone unturned to ensure our events are memorable
and offer our clients utmost commercial escalation. With newer show format being
successfully accomplished across 19 cities in India, ABEC is now eyeing newer, broader
horizons. We have not come this far too only come this far.

LOCATION:-

ABEC have three corporate offices in Mumbai, Delhi, and Bangalore.

In Mumbai, Andheri (west).

In Bangalore, MG Road.

In Delhi, 29 Barakhamba Road.

27
ABEC VISION.

“Our vision is to remain market leaders in Indian sub-continent for trade fairs and continue to
hold pole position by developing and innovating client centric, ROI-based marketing and
sales platform. We want to strengthen our position as leading trade fair organizers, achieve
sustainable growth in revenues and improve profits 0f existing trade fairs”.

ABEC Mission.

“Our mission is to provide end-to-end marketing solutions to corporates by creating vibrant

market places through trade fairs, road shows, networking event and conferences. We aspire
to adapt and evolve with client requirements, adequately integrate social media into our
platforms and create virtual market places to further increase the reach for our stakeholders
and partners”.

28
 Chapter.4

ANALYSIS

Data analysis and interpretation.

A survey was conducted through a questionnaire by which analysis the value of event or to
know the feedback regarding the event.

AGE Percentage (%)

18-25 40%
26-30 15%
31-40 31.7%
Above 40 13.3%

29
According to the age factor the majority in audience is young age people, it shows that
today’s generation and all youth are appreciating the event management industry and they
want to participate in the events.

OCCUPATION Percentage (%)

Private employee 25%
Public employee 20%
Students 35%
Self employed 20%

Here I’m tried to collect feedback from private employee, public employee, self-employed,
and students as well, I have done survey for in conference which was held on 28 th august
2019 in TAJ HOTEL Bangalore. The topic was for that conference is innovation and design
in real estate industry.

That conference was very technical and educative that’s why students also shown their
interest in this conference.

Many builders and developers, engineers, architectures, and interior designers was presents
there.

30
 Particulars Percentage (%)
Yes 46.7%
No 6.7%
May be 46.7%

After collecting few data I want to know that on that time, in future these same audience want
to be present or not in our future events. Then I received positive and neutral responses from
the audience. At the same place in same event few people don’t want to attend, when I asked
the reasons behind of their negative response they explain different, different reasons.

5):- How like are you tell a friend about this event?
3%
5%

25%
1
2
3
4
35%
5

32%

Particular ( stars ) Percentage (%)

31
 1 3%
2 5%
3 35%
4 32%
5 25%

After completion of conference, I asked in future if we organized same kinds of conferences

then u will prefer your friend or not, and please give rating for this conference then most of
the people give more than 3 stars for us. Because they feel something good and valuable in
the conference

particular Percentage (%)

Yes 45%
No 11.7%
Maybe 43.3%

Every audience has his/her expectation regarding the conference. Because everyone is so
busy in his/her personal life. Now one want go like that in conferences and events for wasting

32
their precious time. If an event manager or company fails to provide what people expecting
from them then in next event they think twice before coming.

Hence here we received many positive responses from the audience.

Particular Percentage (%)

Satisfied 36.7%
Very satisfied 16.7%
Neutral 38.3%
Unsatisfied 5.5%
Very satisfied 3.3%

Point of satisfaction is very important here because everyone want satisfy in the event,
whether he is an audience or event organizer. If audience are satisfied after attends the
conference then their interest towards our next event will increase. Every event management
company wants to be maintain long relationship with the audience. For creating interest
among the audience they have to be give maximum level of satisfaction to audience.

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 Particular Percentage (%)
Extremely organized 26.7%
Vey organized 36.7%
Not so organized 3.3%
Not at all organized 5%
Somewhat organized 28.3%

Every event should be organized properly. In terms of time management or in terms of

agenda preparation. Audience don’t feel bored and needless, if audience get bored then they
will lose their interest towards the event and then the will plan to leave the event in midway.
Which is not good for the company and for sponsors as well. For creating positive image and
goodwill in the event, then event should be organized well.

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 Particular Percentage (%)
Extremely friendly 25%
Very friendly 41.7%
Not so friendly 1.7%
Not at all friendly 5%
Somewhat friendly 26.7%

In Event all staff members have to be friendly with the audience as well as with the sponsors.
They don’t have to be feel any un-comfort in event hall. If staff members are rude in nature
then audience will lose their interest from the event and they can be angry. Which is not good
foe event management company as well as for sponsors also. In this area our staff performed
well. In this area our team performed well 25% said extremely friendly, 41.7% people said
very friendly, 1.7% people said not so friendly, 5% said not at all friendly, and 26.7% are
happy with somewhat friendly.

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 Particular Percentage (%)
Extremely helpful 23.3%
Very helpful 41.7%
Not so helpful 1.7%
Not at all helpful 5%
Somewhat helpful 28.3%

As I said this conference was every educative and innovative for the audience. In this
conference presenters are builders, developers, engineers, principle architectures, and
managing director of the companies etc. for the registration we appoint a special team for
them. So our registration team helps them at the time of registration. In this area we good
response from the audience.

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 Particular Percentage (%)
Much too long 10%
Too long 23.3%
Much too short Nil
Too short 1.7%
About right 65%

This conference was very educative and innovative for the audience. Many people express
their opinion and their innovative ideas in front of the audience, that’s why this was one day
conference. When I asked them about the length of the conference 65% people are agreed
with our time schedule, 23% people said it was too long. 10% said it much too long which
means I think they didn’t find any interesting thing in the conference.

Chapter.5

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 FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS

 According to the age factor the majority in audience is young age people, it shows
that today’s generation and all youth are appreciating the event management industry
and they want to participate in the events.
 Here I’m tried to collect feedback from private employee, public employee, self-
employed, and students as well, I have done survey for in conference which was held
on 28th august 2019 in TAJ HOTEL Bangalore. The topic was for that conference is
innovation and design in real estate industry.
 After collecting few data I want to know that on that time, in future these same
audience want to be present or not in our future events. Then I received positive and
neutral responses from the audience. At the same place in same event few people
don’t want to attend, when I asked the reasons behind of their negative response they
explain different, different reasons

 That conference was very technical and educative that’s why students also shown
their interest in this conference.
 Many builders and developers, engineers, architectures, and interior designers was
presents there.
 Every audience has his/her expectation regarding the conference. Because everyone is
so busy in his/her personal life. Now one want go like that in conferences and events
for wasting their precious time. If an event manager or company fails to provide what
people expecting from them then in next event they think twice before coming.
Hence here we received many positive responses from the audience.

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

 Point of satisfaction is very important here because everyone want satisfy in the event,
whether he is an audience or event organizer. If audience are satisfied after attends the
conference then their interest towards our next event will increase. Every event
management company wants to be maintain long relationship with the audience. For
creating interest among the audience they have to be give maximum level of
satisfaction to audience.

 Every event should be organized properly. In terms of time management or in terms

of agenda preparation. Audience don’t feel bored and needless, if audience get bored
then they will lose their interest towards the event and then the will plan to leave the
event in midway. Which is not good for the company and for sponsors as well. For
creating positive image and goodwill in the event, then event should be organized
well.

 A general survey conducted with a sample size of 60 respondents revealed the

following facts regarding the mindset of the people towards the event marketing
concept.

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

Let’s have a look at what people feels about event marketing.

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When people were asked what they feel about a particular company which promotes its
product/services through event marketing 80% of the respondents replied that it gives a
positive impression about the company and establishes the quality of their product/service.

When people were asked about the reasons for which they have participated more than 50%
replied that the event appeared amusing which was followed by reasons like a powerful brand
or eye catching signs & banners.

SUGGESTIONS.

To improve the condition of the event marketing industry and make it more professional and
profitable, the following recommendations have been listed:

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

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

3. Conduct a situational analysis for appropriate event selection which synergies with the
company objective and brand personality.

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

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

6. In all sponsorship activities, it is important to protect the integrity of the activity being
supported. If it is cheapened or its identity threatened, the sponsorship could rebound on the
sponsor’s head.

CONCLUSION

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 Event marketing allows a company to break through the advertising clutter and target
an audience by enhancing or creating an image through an association to a particular
event.

 Brand awareness reinforces the product or service, and drives sales.

 Property or event, also profits, financial partner, a supplemented advertising budget,

and added leverage.

 Event marketing also offers companies the flexibility to reach specific geographic
and demographic audiences, it is a benefit that allows depth of exposure, as opposed
to the breadth of exposure.

 When considering the entire sales cycle, marketing professionals must think beyond
traditional methods and bring transparency and measurement to their activities in
order to demonstrate the fundamental value of their field. To answer this challenge,
the event marketing industry must redefine itself to recognize the power of the brand
to forge deep connections as well as also adapt event to contribute to branding in
more sophisticated ways.

 The perception of events as a form of media is quickly moving away from standalone
activities to integrated forms of communication. These forms of communication
synchronize with overall marketing goals through new application of techniques
rooted in traditional event marketing that project the brand more powerfully.
Defining what an organization stands for mapping out a clear brand, strategy and
then formulating event activities that align with overall

 Event management industry as an infant stage. It has long way to go, it has a bright
future. This industry is growing at reasonably quick rate, this can be seen from the
number of different firms that came up in this field in the past few years.

 There should also be a set standard for the event that are being conducted, all the
events, conducted should be of high caliber. This will helps the industry to increase
the revenue that is generated from all the events that are organized.
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 Annexure

“Survey to value the quality of the event conducted from the attendees”.

Questionnaire are as follows

1):- name

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Keys to successful event marketing.

While marketing an event, there are a few key methods that can be employed to ensure that
the event gains the maximum response. Event is managed in the minimum cost possible.
Event marketing has been a concept that has only recently been pioneered in India. But,

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though new, the concept has taken off very well with the Indian consumers who are evolving
rapidly.

Some of the methods are listed below. Following them can ensure a cost effective
implementation of the event marketing.

If the event is meant to market a certain product, then it is necessary to ensure that the
purchase decision-maker attends the event. It is important to get the message across to the
target audience and therefore enough research about the profile of the attendees is important
to be able to communicate effectively to them about the product. It is important that least 50-
60% of the people attending the event are targets of the product to be promoted.

It is also important to evaluate the value-added benefits that the venue or the trade show
organizer makes available to your business. Make sure you find out if they allow access to
the attendee mailing list so you can implement a pre-mailing process in order to promote your
one-day trade show special, as well as the location of your booth. Make sure you get
participant contact information before the event as well as after. Other value-added benefits
that can be expected from the show organizer include: being included in participant email
distributions promoting the event, as well as an advertisement in the event show guide.

Before the event is undertaken, the cost effectiveness of promoting the product through the
event should be questioned by asking yourself event qualifying questions around the “who"
instead of the “how many”

The giveaways at the event should be relevant to the business being promoted through the
event. And make sure you don't give something away for free just for the heck of it. The
location chosen for the event is perhaps the most important aspect. Make sure you don't
purchase a cheap booth at a popular exhibition because there are strong chances that no one
will be visiting you, since your booth will be tucked away hidden from all eyes. The most
ideal locations in any exhibition areas are found at the entryway to the event and near the
pathway to the food stations and restrooms.

Other important things

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A sponsorship checklist has been devised for the benefit of all those who are in the business
of event marketing or related to it.

1. Are you clear on your sponsorship objectives?

2. Does the activity or event have a link with your product?

3. Is the public perception of it a positive one?

4. Is it watched, attended, shared in or enjoyed by your target market?

5. Will your sponsorship raise your image in their eyes?

6. Is the activity or event free of close identification with a previous sponsor?

7. Will it create good ‘rubbing shoulders’ opportunities for you?

8. Can you measure its results?

9. Will it give you tangible benefits, such as naming rights, program advertising, on-site
displays or merchandise?

10. Will it have PR possibilities that reach beyond the immediate audience into your target
market?

11. Will it be a natural extension to your main advertising and promotional activities?

12. Are you prepared to commit yourself to it for a considerable period of time?

13. Are you prepared to put a great deal of effort as well as money into it?

14. Will your key personnel commit themselves to it enthusiastically?

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 BIBLIOGRAPHY

Basic coverage

 Event management : Lynn van der Wagen & Brenda R. carlos

 Principles of marketing : Kotler & Amstrong
 Marketing management : Philip Kotler

WEBSITES

 www.indiatradepromotion.org
 www.exhibitionindia.com
 www.supercommindia2004.com
 www.branders.com
 www.eventmarketer.com
 www.marketersadvantage.net/articles.htm?k=Network%20Marketing
 www.mobilemarketingjoblist.com
 www.fundsmanagementworld.com/india
 www.sbinfocanada.about.com/cs/marketing/g/promotion.htm
 www.wilsonweb.com
 www.marketingnpv.com
 www.india.gov.in/business/growing_business.php
 www.frost.com/prod/servlet/events-asia-pac.pag
 www.indialine.com/events/automotive.html
 www.hindustantimes.com/3g/
 www.informatm.com
 www.MrSeeker.com
 www.google.com
 www.slideshare.com
 www.shopairte.com

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