assignment on event

management
 Philip Kotler defines “Events as occurrences designed to communicate
particular messages to target audiences.”

Event can refer to many things such as:

 A phenomenon, any observable occurrence, or an extraordinary

occurrence
 A type of gathering:
 A ceremony, for example, a marriage
 A competition, for example, a sports competition
 A happening, a performance or situation meant to be considered as art
 A festival, for example, a musical event
 A media event, a happening that attracts coverage by mass media
 A party

An event can be described as a public assembly for the purpose of

celebration , education,marketing or reunion. Events can be classified on
the basis of their size,type and context. Event management is the
application of project management to the creation and development of
festivals, events and conferences.The recent growth of festivals and events
as an industry around the world means that the management can no longer
be ad hoc.

TYPES OF EVENTS
There are many different ways of classifying and categorizing events. Events
are classified by size, form and type.

According to Forms:-
Sporting:-
Sporting events are organized on a large scale like IPL, World cups, FIFA etc.

Entertainment, Arts and Culture:-

Events like Pune Fest, Film Festival, and Art and craft exhibition.

Commercial marketing and promotional events:-

Various events are organized in order to promote the sales and products. For
example- Ramp walk by various bollywood stars for the promotion of ‘Being
Human Charity’.

Meetings:-

Various national and international conferences are organized like SAARC

summit, G8 etc.

Festivals:-

Dandiya Night, Ganesh utsav etc are celebrated.

Family:-

Various family gatherings like birthday party, weddings etc.

According to Size:-
 Mega Events:-
The largest events are called Mega Events which are generally targeted at
international markets. The Olympic Games, the Wimbledon series, world
cup soccer, Maha Kumbh Mela are good examples. All such events have
a specific yield in terms of increased tourism, media coverage and
economic impact. These events generally have a much longer time span
than other events, and can go on for several weeks.

 Major Events:-
These events attract significant local interests and large number of
participants, as well as generating significant tourism revenue. As an
example New Year celebrations are held in most of the major cities. Most
 major cities have a convention centre capable of holding large meetings,
trade shows and convention. According Allen et al “Major events are
classified as attracting significant local interest and large number of
participants. A consumer show aimed at general public which includes
home interiors, clothes, Fashion etc is an example of a major event.

 Regional Events:-
Regional events are designed to increase the appeal of specific tourism
destination or region. Fan fare, the world’s biggest country music festival
held annually at Nashville, Tennessee, Mumbai Marathon, Asian games.

 Minor Events:-
Most events fall into this category and it is here that most managers gain
their experience. Almost every town, city, country and state holds various
annual events, there are many onetime events, including historical,
cultural, musical and dance performance. Meetings, Parties, Celebrations,
conventions, award ceremonies, exhibitions, sporting events and many
other community and social events come under this category.

According to Type: -

 Sporting Events – Those events that attracts sportsmen and women from
the highest level from all over the world, like the Olympics Games.
Special events are classified as being unique for the client, “an
opportunity for leisure, social or cultural experience outside the normal
range of choices or beyond everyday experience.”

 Special Events – Events such as weddings, festivals including

entertainment, cultural and arts are usually community events and can
attract any number of people from 50 to 500000.

 Commercial, marketing and promotional events tend to have high

budgets and high profiles. Allen et al explains that success is vital
 because the company wants to market their product to the consumer and
differentiate it from its competitors.

 Event management, the most profound form of advertising and

marketing, is a glamorous and thrilling profession. It provides an
opportunity for unleashing one's creative potential to a very high degree.
 Event management is a process of organizing a professional and focused
event, for a particular target audience. It involves visualising concepts,
planning, budgeting, organizing and executing events such as fashion
shows, musical concerts, corporate seminars, exhibitions, wedding
celebrations, theme parties product launching etc. It is a good career
option which does not require much investment and offers a lot of
independence and flexibility

.
 Event management is considered one of the strategic marketing and
communication tools by companies of all sizes. From product launches to
press conferences, companies create promotional events to help them
communicate with clients and potential clients. They might target their
audience by using the news media, hoping to generate media coverage
which will reach thousands or millions of people.

 The Event Manager is the person who plans and executes the event.
Event managers and their teams are often behind-the-scenes running the
event.
 Event managers may also be involved in more than just the planning and
execution of the event, but also brand building, marketing and
communication strategy.
 The event manager is an expert at the creative, technical and logistical
elements that help an event succeed.
 This includes event design, audio-visual production, scriptwriting,
logistics, budgeting, negotiation and, of course, client service. It is a
multi-dimensional profession.
 Defining event objectives at the very start of event planning is very
important as it gives you the direction you should proceed to accomplish
the objective ,organizing an event without clear objective is a huge waste
of time and resources.
1) What
‘what’ means what you are going to do in the event.
2) Event name
What will be the name of the Event? for e.g’autoexpo2010’
3) Food and beverage menu
It contain a list of food item and beverages, you will serve during the
event to the guest and target audience.
4) Event profile
What the event is all about? for e.g: this event is an international
exhibition on new models of car and its accessories.
5) Guest profile
How will be your chief guest and other guest ? your guest list
must include organizers, sponsors, partners etc.
6) Event theme
Theme means subject. It can be based on particular theme like
Hollywood , Balloon, Flowers, Red & white etc . In a theme party
every thing from a dress code, decoration, game, music, gifts, food
and beverages are based on a particular theme.
7) Service provider
Like-D.J, anchor, florist, videographer, photographer, make up artist,
performers, decorators, models, technicians etc.
8) Obligations
These are the compulsions on the guests like dress code or the
knowledge of salsa dance.
9) Types of entry
Decide how will be the entry by ticket, pass or through invitation
only.
10) Favors
These are the gifts given to guest.
11) Entry fees
This is according to target audience. if you over charge you won’t get
any audience.
 12) Event highlights
To catch your target audience and medias attention like-inauguration
of car showroom by tom cruise
13) Promotional campaign
Radio, print media, outdoor media ,television, brochure
14)Programme menu
It is the list of various activity that will occur as the part of the event.
15) Event budget
To determine what will be the cost for producing and marketing the
event.
16) When
When you are going to organize the event i.e. date & time?
17) Where
Where you are going to organize the event b i.e. menu.
18) Who
Who will be your organizers, sponsors , clients & target audience?

 The following people involved in supporting event:-

 Organizers
 Sponsors
 Partners
 Clients
 Supporting agencies
These people can either be an individual or a company .they either
finances the whole event or some of its part or provide some service at
subsidized rate or for free.
Organizers
An organizers finances maximum amt. of money in event.
Therefore he has maximum control over the event.
Sponsors
similarly, depending on the type of service financed sponsor can
be a venue sponsor ,gift sponsor, crown & jewellery sponsor, catering
sponsor, banner sponsor etc.
Partners
 they generally provide services either at subsidized rates or for free
like media partners(which provide ad space), promotional
partners(which do publicity),logistic partners (which moves goods
from one destination to other in the most efficient manner)

An event management company can have

event professionals :-
1. Event manager / event planner- he has following responsibility :
a) He is responsible for planning and producing the whole event.
b) He is responsible for procurement and resource management.
c) He formulates ,prepares & implement risk management plans
(risk related to event planning and production

2) Event coordinator :-
he is responsible for coordinating with all event professional &
ensure business operation are efficient and effective .

3) Information manager :-
He has following responsibilities :-
a) He manages the information acquired through different sources.
b) he is responsible for the documentation of all business
operation carried out pre event ,at event & post event.
c) he maintain data base of service providers, delegates, guests,
organizers, clients ,sponsors, target audience ,media people & various
govt. officials

4) Logistic manager:-
He has following responsibility:
a) responsible for custom clearances and other clearance.
b) responsible for warehousing of cargo
c) cargo insurance
d) he is expected to move goods & merchandise from one destination
to the other in most efficient manager.
e) he is responsible for procurement management and resources
management
 f) he formulates , prepares & implement the risk mgmt plan( risk
related to logistic management like cargo theft etc)

) Infrastructure manager :-
He has following responsibility :-
a) He does procurement management & resource mgmt.
b) He is responsible for setting up & dismantling the infrastructure for the
whole event like :-
• Construction of boundary walls , entrance & exit gates, driveways,
walkways, & parking lots.
• Construction of AC / NON AC hangers / halls , seating arrangement ,
stage design / setup etc.
• Construction of green rooms , staff rooms , storage rooms, power rooms
etc.
c) He is responsible for setting up electricity , water & phone
connection.
d) He is responsible for conservancy (i.e. cleanliness)

Event planning is the process of planning a festival, ceremony,

competition, party, or
convention.
Event planning includes budgeting, establishing dates and alternate
dates, selecting and reserving the event site, acquiring permits, and
coordinating transportation and parking.
Event planning also includes some or all of the following, depending
on the event: developing a
theme or motif for the event, arranging for speakers and alternate
speakers, coordinating location support (such as electricity and other
utilities), arranging decor, tables, chairs, tents,
support and security, catering, police, fire, portable toilets, parking,
signage, emergency plans,
health care professionals, and cleanup.
Event Planning is a relatively new career field. There is now training
that helps one trying to
break into the career field. There must be training for an event planner
to handle all the pressure and work efficiently. This career deals with a
lot of communication and organization aspects.
 “There are many different names for an event planner such as a
conference coordinator, a convention planner, a special event
coordinator, and a meeting manager”.

 Steps to Planning an Event

1) The first step to planning an event is determining its purpose,
whether it is for a wedding,
company, birthday, festival, graduation or any other event requiring
exstensive planning.

2) From this the event planner needs to choose entertainment,

location, guest list, speakers, and content.
The location for events is endless, but with event planning they would
likely be held at hotels,
convention centers, reception halls, or outdoors depending on the
event.

3) Once the location is set the coordinator/planner needs to prepare

the event with staff, set up the entertainment, and keep contact with
the client.
4) After all this is set the event planner has all the smaller details to
address
like set up of the event such as food, drinks, music, guest list, budget,
advertising and marketing, decorations, all this preparation is what is
needed for an event to run smoothly.”
“An event planner
needs to be able to manage their time wisely for the event, and the
length of preparation needed for each event so it is a success.”
 To manage an event successfully following point should be kept in
mind these are:- 
• To ensure the right message reaches the right people in the right way.
This is possible when event manager work with a vision of exploring the
hidden secret of trade.
• With uncountable to opportunities of making any event successful it is
commonly seen that most of the clients indulge in outsourcing of the
event for careful & professional management.
• For managing an important event planning time management is an
important component , if you split the work of an event planner into
various components and execute all the activities in sequence than it will
surely save the time.

 Executing is about procuring results. There are 3 types of executive :- a)

those who makes things happen &
b) those who wonder what is happening
and to make things happen you need inspiration.
 The planning for significant & enduring disruption makes it extremely
important to have appropriate contingency and emergency operation
plans in place & tested

 “Managing an event will require a robust communication & decision-

making system that will be able to quickly identify & solve the
problem and also required broad based participation & support.

Promotion in events, is required to get the desired reach that

requires an adequate planned publicity campaign by event
marketer. The event marketer has to network with other media
for successful publicity.
Networking components
The various networking concepts involved and their important
features to be noted are:
1) Print media
Print media is essential for pre-event publicity and aids in post-event
recall by reporting the event as in reporting the success (or failure) of
an event. Pre-event print media campaign is essential as it can be used
to inform about exact details like date and time and also distribute
entry forms, questionnaires. The contests are usually associated with
such campaigns. The post-event coverage falls under journalism. The
event organizer has little control over it and even a failure can get
reported.
Decision making using print media revolves around the variety of
publication available, their circulation, the frequency of publication
and the profile of readers.
 2) Radio
• This is electronic audio media and is mainly used for pre-event publicity,
it can also be important in post-event coverage, if planned. One should
put together an appealing audio promotion which may be expensive and
thus it is needed to understand when it is beneficial to use. Special
programs with the event as focus and which are more than just a
commercial are more helpful in providing the reach that is desired for
event although expensive.
3)Television
• For events, the television media can be single most potent media. It can
provide both pre-event and post-event coverage. According to desired
reach, the satellites or government controlled channels can be used. It
provides ability to cover event during event itself, so the competitive
events can be presented better.

 Analysis Report
After conducting market, competitors, product/service research
and SWOT analysis, create a report which contain details of all the
research work done by you . Documentation of your research work is
important, later for event evaluation. Your analysis report will also
help you in getting sponsorship for your event.

RISK MANAGEMENT :
An event is full of uncertainties like power failure, medical
emergency, brawl, stampede, fire, sponsorship withdrawal, last minute
turned down by an artist etc.
How will you deal with all these contingencies without a well thought
out risk management plan.
Risk management is done at each and every stage of event production

 DEVELOPING RISK MANAGEMENT PLAN FOR EVENTS.

Since risk management is a very important part of event management
therefore it should be carried out in a planned and professional
manner.
Following steps are involved in risk management:
 STEP 1: IDENTIFY THOSE ELEMENTS OR ACTIVITIES
WHICH COULD CARRY A RISK.
List of such elements is already specified above like information
management, security, procurement etc.
 STEP 2: IDENTIFY THE RISK ASSOCIATED WITH EACH
ELEMENT OR ACTIVITY.
For e.g: cargo theft is associated with logistic management. Similarly,
data loss is associated with information management
 STEP 3: DETERMINE THE POSSIBILITY OF OCCURRENCE OF
RISK AND SEVERITY OF THE CONSEQUENCES IF THE RISK
DOES HAPPEN.

 STEP 4: RISK PRIORITIZATION.

Risks with high severity of the consequences should be handled first.
 STEP 5: FORMULATE, PREPARE AND IMPLEMENT
STRATEGIES TO MANAGE RISKS.
 Some common strategies used for risk management are:
• Risk avoidance
• Risk retention
• Risk transfer
• Risk reduction
• STEP 6: MONITOR THE RISK PERIODICALLY.
So that the strategies used to manage the risk can be updated and
reviewed

Event could be anything from concerts, produce, launches,

conferences , promotions, press conference, jubilee celebrations and
farewells to television based events, fashion shows , wedding or
parties. It could be just anything.
Event management is emerging fastest growing industry as it is a very
creative, glamorous as well as challenging career option for youth.
The role of event planner must be good FROM THE START OF THE
EVENT TILL THE END.
“A SMALL MISTAKE OF EVENT PLANNER WILL TURN A
SUCCESSFUL EVENT TO FLOP SHOW