PROJECT REPORT THE SHOWMAKERS(EVENT MANAGEMENT)

SUBMITTED TO:Prof. Dhruv Chak

SUBMITTED BY:Divya Sachdeva14DM079Gaurav Garg14DM083Gunjan Kapoor14DM087Hari Hara14DM088Jasmine Singh14DM099Jeevesh Mehta14DM102Kaveri Saronwalla14DM111

ACKNOWLEDGEMENTCompletion of a project and writing of the report is a satisfying and pleasing part of the opportunity, for those who contributed towards it. While doing this project we were guided in a way that not only showed us the right direction but also helped us to grow more rational in our thinking and approach.

This project has been more of teamwork and its successful completion would have been impossible without sincere cooperation of all those who have been associated with it.

I owe enormous intellectual debt towards my teacher and mentor Prof. Dhruv Chak whose suggestions and guidance was invaluable and helped us throughout our project.

Last but not the least we would like to thank all those persons and organizations who have helped us directly or indirectly in the successful completion of this study.

CONTENTI. Need for Event Management.4II. The ShowMakerz.4III. Segmentation Targeting & Positioning..5IV. Marketing Mix..........5V. Service Strategy............6VI. Service Design...........7VII. Service Delivery............8VIII. Customer Satisfaction......9IX. 3 Years Projection........9X. Reference..10

Need for Event ManagementIn todays world where people are short of time but have a greater spending capacity, so they outsource the non-core activities and event management has grown out of the purpose. Event Management is a multi-crore industry with mega shows and events hosted regularly. In India personal functions like marriages and birthday parties have become important social matters, and have to be professionally managed. The growth of sophisticated and mega companies have brought forth a spurt of Concerts award shows and various other informal events. Then comes the innumerable celebrity shows, international artists shows, shows for a cause, road shows, competitions, that India has seen of late The Indian wedding industry is estimated to be staggering US$25.5 billion with a growth rate of 20-25% year.More than 2000 companies have forayed into events. The early 90s has seen events spend at a mere 20 crores but now it has increased to over 5000 crores. Growth is therefore 35% annually. The FICCI has estimated event management to be a 5000 crore industry by 2014.The Present Scenario is extremely positive and this is the right time to open small & medium sized Event CompaniesThe Showmakerz MISSIONTo set standards which other event management companies will seek to match and achieve this objective whilst simultaneously ensuring consistent profitability, achieving healthy, long term return for the investors and stakeholders.VISION Our vision is to emerge as a dynamic, techno- Savvy, customer centric, progressive and reliable event management company, with its presence across the globe, observing highest standards of event management and corporate social responsibility, meeting the expectations of all its stakeholders.

WHAT MAKES USUNIQUEWe unleash the power of our client.

From conceptual thinking to executing the event.We look into: - Award nights & concerts- Fashion shows- WeddingsSegmentation, Targeting and Positioning

SegmentationThe company identifies different ways to segment the market and develops profiles of the resulting market segments. This can be done in 3 ways..Private: Events organized for individualsPublic:-Events organized for Public sector like various ministries or public sector companies.Corporate:-Awards shows and concert for big corporate companiesTargeting

Our company will target only private and corporate sector. The concept of wedding planners was-and still is new in India. With increase in advertising budget of the company, award ceremonies and concerts are highly beneficial for advertisement and product publicity.

PositioningMore benefits for the same price.This would be our positioning strategy. More for same can be attacked by giving comparable quality at a lower price than the competition.Marketing MixThe Marketing Mix, also referred to as the 7Ps, is made up of the concepts product, price, place, promotion (communication), people, process and physical evidence.Each event is unique and the marketing mix has to be manipulated to reflect the marketing environment, competitors and future trend, and get the product to market so that it is the targeted consumers choice above the competition(communication creates the desire for the consumer to consume).Events are made up of tangible and intangible elements. Levitt (1986) proposed that instead of talking of goods and services, it is better to talk of tangibles and intangibles.Products are manufactured and services are performed, and in performing services, a number of actors are involved: employees, suppliers, shareholders and stakeholders (includes other customers in the service environment).Services have a range of characteristics, which mean that they require the services mix;Product-While the overall market offering is the event itself. There is the core product say for award show the awards to be given and the actual product would be the ticket, venue and the guests. The augmented product would be the speakers and stage setup.Price-We follow Premium Policy where cost to the Producer is high but value to the audience is proportionally high.Place-We will operate in metropolitan cites and we plan to setup a office in United Kingdom and United States for catering our NRI Customers who wish to have their events in India.Promotion-There are number of free listing services that the event planner can tap into to communicate prior notice of events plus previously organized events serve as word of mouth: newspaper, specialist publications, radio and through placing posters in the area where event will take place. The events provides a publicity machine and information exchange to no. of audiences: press, target audience and local influential figures.People- Internal marketing incorporates the training systems and ongoing delivery of the service by the stakeholders involved in event delivery. This means that internal systems need to make sure that staff (including volunteers) are equipped (through the HR function) to deliver the level of service required to perform the service- this means that personnel need to be happy enough in their work to buy into the company ethos (reflected in brand values, e.g. teamwork) and portray at in all times in the performance of their job role.Process- The process of an event incorporates the systems and procedures set up to deliver the event to the consumer. This will consist of operating procedures for each part of the process, e.g., queuing systems, service delivery guidelines for staff, health and safety procedures. Processes need to be communicated to all event stakeholders, and managed and controlledPhysical Evidence-The Showmakerz have their own website www.theshowmakerz.com. Events and sponsors of events will use merchandising opportunities and banners for high brand recognition. The stage set up in itself will be physical evidence for our potential customers.

SERVICE STRATEGY

To provide cost effective and techno-savvy management of the events to our clients so that we are perceived by them as incredibly effective, unique, creative and easy to work with.Service DesignSERVICE DESIGN MODEL

CommunicationProjects

RelationshipCustomer

Identifying Problem/Providing SolutionProgram

Planning24*7 SupportTechnology

ImplementationQualityIntegration

Resources

1. CommunicationClients time is very important and he or she cannot find the time to talk for hours. It is important that, we emphasize the important things in the best possible and prioritized ways.2. RelationshipWe hold a position of Service Delivery Manager (SDM) in our firm. The SDMs phone is the first number, which is to be dialed by the client when they are facing any issues or problems.3. Identifying Problems/ Providing SolutionThe SDM has to keep his or her attention focused on solving the clients problems and providing the client with a long lasting solution to his/her problems pertaining to organizing an event.4. PlanningThe project manager would be involved in the efforts required to estimate and execute the project. Planning also involves defining the scope of the project, constraints, assumptions, identifying associated risks, back-up plans, and resource planning. Once the project starts, the Project Manager/lead will regularly send status reports to the SDM. 5. 24 X 7 SupportThe escalation procedures would be clearly defined with Primary and Secondary backup persons and their contact numbers. The support personnel would be provided with laptops to service the calls from out of the office.6. Technology3D video mapping technology along with dynamic installations, brand blow ups, SFX on stage mechanisms will be used to the events if required. Based on new technology and new equipments, we are engaged in offering wide range of events.7. ImplementationThe Project manager should be able to execute the high-level guidelines and expectations.8. QualityQuality is stated in terms of the Key Performance Indicators. The actual data is measured, collected and compared with the requirements of the client. The performance is shared with client.9. IntegrationThe SDM should be able to see business needs and a solution to integrate the customer services

Service Delivery

PhysicalEvidence

stomer

Parking Exteriors of office Truck Packaging Location of event Of the office Computers Truck Sound &Stage

Gives advanceGives infoAbout the eventCustomer approachCustomer

Receives guestSelects plan

Timely deliver the servicesSetting up of stage and music checkOption of services availableService PlanGreets him and takes down the information

Pack and give payment to associatesOn the event date, loading the truckMeeting the associatesGathering required resourcesConfirmation from associatesContact associatesCustomer Service Order(Invisible) (Visible)Contact PersonSupport Processes

Customer SatisfactionWe at the Showmakers understand that a well planned and well executed event is a series of small things coming together to create a lasting impression. We plan to build a reputation for being incredibly effective, creative, easy to work with and great value for money. Most importantly, we intend to give our clients exactly what they want. Fresh ideas, that work.We blend our curiosity for customer insight with brilliantly effective strategy, powerful creativity and brand building, every single day. Our aim is to be the kind of company that a client would want to work with. One that finds new ways to engage, excite and make big things happen. A Passionate Team .whose aim is to be the Experiential Marketing and Event partner of Choice to select clients by Delivering 100% on Commitments, based on Practical and Relevant Content. We see a world full of opportunity to find new ways to execute events and build your brand and to create powerful and profitable customer relationships that deliver big returns. We would set objectives and benchmarks and achieve those with utmost motivation in a way that has never been done before to provide the client a differentiator. Whats unique about our team, is not just our focus on great service - but our view of the world. We want to create ideas that last. Lastly we work with the client and not for the client.

3 Years Sales/Profitability ProjectionsIn year 1 we will conduct at least 4 events with a margin of 15% per event. In year 2 we will grow at the rate of 25% with a minimum of 5 events and margin of 15%.In year 3 our margins will increase to 20% with at least 7 events.

REFERENCES 1. Mrs Gunjan Bansal

Lamore Weddings ( http://www.lamoreweddings.com/ )2. Mr. Karan Malhotra

The Yellow Stage ( http://www.theyellowstage.com/ )3.