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Mahatma Gandhi Mission’s
Institute of Management Studies & Research MGM Educational Campus, Sector 18, Kamothe, Navi Mumbai – 410 209
PROJECT REPORT
ON
SUPPLY CHAIN OF AN EVENT MANAGEMENT FIRM
SUBMITTED TO
MGM’S INSTITUTE OF MANAGEMENT STUDIES &
RESEARCH, NAVI MUMBAI
BY
NOOPUR MAHESH KOLI
Roll No. 24
IN PARTIAL FULFILLMENT OF
MASTER OF MANAGEMENT STUDIES (MMS), UNIVERSITY
OF MUMBAI
2015-16
1
DECLARATION
I, Ms. Noopur Mahesh Koli hereby declare that this research report is the record
of authentic work carried out by me from the period of January to March, 2016 that has
not been submitted to any other University or Institute for the award of any degree /
diploma etc.
Signature
Name of the student : Noopur M. Koli
Date
2
CERTIFICATE
This is to certify that Ms. Noopur Mahesh Koli of MGM’s
Institute of Management Studies & Research has successfully
completed the project work titled supply chain of an event
management firm in partial fulfillment of requirement for the
completion of MMS as prescribed by the University of Mumbai.
This project report is the record of authentic work carried out
by her during the period from January to March 2016.
She has worked under my guidance.
Signature
Name: Prof. Saloni Desai
Project Guide (Internal)
Date :
Counter signed by
Signature
Name : Dr. D.Henry
Director
Date :
3
Acknowledgement
The project of this nature is a learning task which gave me an exposure to understand the
operations of the retail sector in acute manners. Although this project report is being brought
by me, it bears an imprint of guidance and cooperation of many individuals. I take this
responsibility to express gratitude to all those who helped me in various ways for the
successful completion of my project report.
It is a privilege for me to have been associated with Prof. Saloni Desai, my mentor, for the
unflinching support and guidance throughout the project. I express my deep sense of gratitude
for her constant encouragement and patience throughout this work.
In the successful & trouble free completion of my project titled “Supply chain of an Event
Management Firm”, I am grateful to all the respondents for giving their valuable time and
support.
I would also like to thank Dr. D. Henry Babu director MGM IMSR, Kamothe for his valuable
guidance during my academic year.
I take this opportunity to thank my classmates for their company during the summer internship
and for the useful discussions I had with them.
I would be failing in my duty if I do not mention my family for providing moral support and
their blessings.
4
Chapter Scheme
Chapter No Title Page No.
1. Introduction 1
2. Research Methodology 8
3. Activities carried out by
Event management firm
15
4. Data Processing And
Analysis
39
5. Findings 51
6. Recommendation 53
7. Conclusion 55
5
List of TablesTable No. Title Page No.
2.1.1 Research Design 11
3.1.1 Vendor Selection 11
6
List of GraphsGraph No. Title Page
4.1 opinion about event
organizers
40
4.2 Buying behaviour 40
4.3 notification of events to
participants
41
4.4 favourite part of event by gender
influence
41
4.5 Reasons for participation in any
event
42
4.6 span of years in this industry
acc. to age groups
45
4.7 satisfaction level of events
organized
46
4.8 specialized suppliers 47
4.9 co-operation from suppliers 47
4.10 Logistics of firm 50
7
List of ChartsChart No Title Page
4.1 Time spent in the event 43
4.2 understanding of the product
through the event
43
4.3 Product purchased after the
event
44
4.4 recently arranged events 46
4.5 Supply of quality resources
from suppliers
48
4.6 Profit sharing between
suppliers and event firm
48
4.7 Awareness of SCEM
Software
49
4.8 Implementation decision of
software
49
4.9 Communication ratio with the
client
50
8
List of FiguresFigure No Title Page
1.2.1 Supply Chain Cycle 4
1.2.2 Event Supply Chain 5
3.1.1 Types of Events 16
3.2.1 Event Management Process 19
3.2.2 Elements of event staging 23
3.2.3 Event Logistics 25
3.2.4 Elements of Event Logistics 25
3.3.1 Supply chain cycle of event
management firm
29
3.4.1 Process of Event Management
for Expo
32
3.4.2 Interaction between logistics
managers and other managers
36
3.4.3 Supply Chain Event
Management System
38
9
Executive SummaryEvent management, the very topic looks challenging. It is a concept which gained
importance in India only after the late 90’s. Commitment, leadership and mental & physical
devotion are the core factors needed to manage any type of event. Irrespective of the type or
the scale of the event, the mental and physical hard work that is to be put in, differs by only a
negligible degree of difference.
This terminology is comparatively very new to India, though Indians have been
arranging for wedding ceremonies, naming & threading ceremonies even much before
independence. But due to the lack of proper forecasting, proper material handling they used to
end up in problems like wastage of the food due to less people coming in or fire in the pandal
or food poisoning .These problems many a times used to put the families into financial trouble
after the wedding.
It is very easy for the audiences to make the event a hit or a flop. It takes just the 5
minutes for the audiences to judge the event resulting in the efforts of nearly 3-4 months and
the hard work 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.
There are innumerable activities that have to be carried out. First of all forming
committees, then allotting 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.
As an event manager one must have a lot of flexibility in terms of working pattern. Be
free to do all sorts of jobs irrespective of your position.
10
Table of ContentsChapter No. Title Page No.
Declaration from student iCertificate from Guide iiAcknowledgement iiiChapter Scheme ivList of Tables vList of Graphs viList of Charts viiList of Figures viiiExecutive Summary ix
I Introduction 11.1 Background of the study 21.2 Background of the topic 21.3 Statement of the problem 61.4 Need of the study 61.5 Scope of the study 61.6 Objectives of the study 7II Research Methodology 8
2.1 Research design 92.2 Primary data 112.2 Secondary data 112.3 Sample design 11
2.3.1 Population 122.3.2 Sample size 122.3.3 Sampling method 122.4 Method of data collection 12
2.4.1 Instrument for data collection 132.5 Field work 132.6 Data- analysis techniques 142.7 Limitations 14III Activities of Event Management Firm 15IV Data Processing and Analysis 40V Findings 52VI Recommendations 54VII Conclusion 56
Bibliography 57Appendices /Annexure 58Questionnaire
11
Chapter 1
Introduction
12
I. Introduction
1.1 Background of the studyThe research project undertaken is on “Supply Chain of Event Management companies”.
The project focuses on how the resources needed for an event by the event organizing
company are managed.
The supply chain of event management company consists of supplier, event manager, client,
customer. This research project describes about the relation between the different suppliers
with the event management company. The resources or the supply as we say includes the
vendors for staging, décor’s, lighting and music, safety, sanitation etc. are managed
successfully.
The project also gives the idea of how the logistics i.e. movement of resources from different
suppliers to event manager and the reverse logistics i.e. the movement of resources from event
managers to different suppliers is managed.
Finally, the project also focuses on identifying the problems associated with supply chain for
event managers in the Indian scenario.
1.2 Background of the Topic
Event ManagementAn event is a live multimedia package carried out with 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 experience and an avenue
for two way interaction.
Event management involves studying the details of the brand, identifying the target audience,
devising the event concept, planning the logistics and coordinating the technical aspects
before actually launching the event. Post-event analysis and ensuring a return on investment
have become significant drivers for the event industry.
Event Management is a multi-million dollar industry, growing rapidly, with mega shows and
events hosted regularly. Surprisingly, there is no formalized research conducted to access the
growth of this industry. The industry includes fields such as the MICE (Meetings, Incentives
and Events), exhibitions, conferences and seminars as well as live music and sporting events.
13
On the profession side, event management is a glamorous and exciting profession that
demands a lot of hard work and dynamism.
The recent growth of festivals and events as an industry around the world means that the
management can no longer be ad hoc. Events and festivals, such as the Asian Games or the
Dubai Shopping Festival, have a large impact on their communities and, in some cases, the
whole country.
Every time when you saw a program like 'Filmfare' awards or those pop concerts and beauty
pageants you would have wondered how people managed to set up such brilliant shows. Every
tiny detail from your entering the venue to your going out is a result of rigorous planning.
Well…that's event management for you.
Event management is a process of organizing a professional and focused event, for a particular
target audience. It involves visualizing concepts, planning, budgeting, organizing and
executing events such as fashion shows, musical concerts, corporate seminars, exhibitions,
wedding celebrations, theme parties, product launching etc.
The logistics side of the industry is paid less than the sales/sponsorship side, though some may
say that these are two different industries.Logistics factors during the Event become more
complicated in accordance with the size of Event. Size of Event is in directly propositional to
the responsibilities of the Logistics Manager.
14
Supply Chain ManagementA supply chain is a system of organizations, people, activities, information, and resources
involved in moving a product or service from supplier to customer.
Supply Chain is a system of organization, people, technology, information and resources
involved to co-ordinate operations in the entire sequence of actions which lead to the creation
and delivery of a service. This becomes feasible through the “Supply Chain Management”
which is the process starting from the demand of a service until it is delivered to the end
Customer.
Supply chain management is concerned with managing the flow of materials and information.
Supply Chain Management is a tool with which companies can control events and processes
over the entire logistic chain and in doing so create an adaptive logistic network for real time
enterprise.
The success of managers and companies depend on the ability of Supply Chain to satisfy all
the partners in the chain.
Importance of SCM for effective Event ManagementEvents have always played important roles in human society. The monotony of daily life with
its effort and constant toil was broken up by all kinds of Events. The term Event is used for
describing any kind of activities designed for different purposes. These activities can be
sports, art, tourism, social activities and can also be giant activities that have to be
15
Figure No. 1.2.1: Supply Chain Cycle
wellorganized by professionals. The organization of local Events was relatively
uncomplicated and needed no extensive managerial expertise. The recent growth of mega
Events such as Festivals, Olympic Games, and Expos etc. has proven to be a big industry
around the world. Therefore, management of Events can no longer be ignored.
Resources and specializations used for each event are diverse and can be sourced from many
different suppliers. Some of the resources may be under the control of the event manager
while other resources are outsourced or subcontracted to agreed specialists like sound
contractors, lighting, caterers etc.
For an event there can be many different supply chains through which varied resources flow.
Supply chain management is a holistic approach that stretches forward event manager’s own
organization to the clients and customers and backward through many different suppliers to
their suppliers.
The goal of the Supply Chain Management in the Event Management is to identify deviations,
minimize their risks and negative impacts, coordinating all the departments in the organization
and handle the flow of information between them with effective Logistics functions during the
Pre-Event, On Event and Post Event activities.
16
Figure No. 1.2.2: Event Supply Chain
1.3 Statement of problemThe present situation in the market scenario is “the survival of the fittest”. Thus in order to
survive in the industry for a longer time the event management company and its people must
concentrate on the supply chain process, managing vendors, maintain inventory and maintain
client and supplier relationship.
This study helps to determine the importance that must be given to supply chain in order to
have sustainability in the event industry.
Events hold an important role for the profit and non-profit activities. Today, Event
Management has become a scientific discipline. Inherently, Events involve some
uncertainties. Therefore the organization of Event Management and their components must be
planned and managed effectively. In this sense, one of the most important constituents of
Event Management is “Event Logistics”.
Event Logistics includes almost all components of regular Logistics such as warehousing,
handling, site selection, order processing, packaging and containerization, routing,
transportation, etc.
1.4 Need of StudyThe need of the project is to study and analyze certain issues in event management. And some
suggestions have been given to make the event management company more effective in order
to utilize its full potential and serve the objective of an event and be mutually beneficial for
the Event agency, the Corporate and the customer. This project will help the event
management company to understand the satisfaction level of the supply chain stakeholders. It
will also let the customers and clients to give their feedback related to the event they had
participated or given to the organizers of the event management company.
1.5 Scope of the StudyThe primary aim of this study is to find out how managing and organizing events is done in
practice compared to what the literature says, and through the comparison to come across
ideas for future developments of the event in question. The secondary aim of the study is for
the author to learn more about Event Management for future career possibilities. The intension
is to study event management in aspects ranging from planning through implementation, to
post-event evaluation. This is believed to provide the author with relevant knowledge on how
Event Management works in practice.
17
1. The study is limited to the employees of the event management company. Therefore,
targeted employees are the one who are participants of the supply chain process.
2. The study is extended to the clients and customers who use the service of the event
managing firm.
3. This study will be a learning device for event operation management students.
4. The study will show how supply chain event management proves useful in managing
the vendors, materials, resources and forward and reverse logistics.
1.7 Objectives of the study
1. To understand the management of supply chain.
2. Understanding Logistics and reverse logistics of an Event Management firm.
3. Research about the awareness of SCEM software system.
4. Understand and manage the event in the best and effective way.
18
Chapter 2
Research Methodology
19
II. Research Methodology
Research methodology is a way, to systematically solve the research problem. Research in
common place refers to a search of knowledge. Research is an original contribution to the
existing state of knowledge making for its advancements.
Basic objective of this research is to provide information to all the event organizers so that
they can organize events better.
The objective of this research is to focus on supply chain as an important factor which can
make event management better.
In this research I am also highlighting the importance of Supply Chain Event Management
system which if introduced by the firms will help in quick organization and management
of the events.
In this research I am also emphasizing some of the important variables that can help to
those peoples who are facing problems in organizing events by creating awareness of
SCEM.
IMPORTANCE:
This research is important forEvent management Organizations so that they can make their
good will byorganizing better events as well as provide satisfaction to theirs clients
Individuals Organizers so that they can cope up with the problems and performefficiently.
The results of this report will give the exact ideas to the organizers or themanagement that
how they will improve their performance in organizing differenttypes of events.This research
will also help to those individuals who want to come in the businessof event management.
2.1 RESEARCH DESIGN:
A research design is purely and simply a plan for a study that guides the collection and
analysis of data.The research will be descriptive in nature and survey is used as data collection
technique will be conducted on already existing employees. Questionnaire was used as a data
gathering tool.
Descriptive research: Descriptive research refers to research that provides an accurate
portrayal of characteristics of a particular individual, situation, or group. Descriptive research
is also known as statistical research.
20
The research design of our research would be:
As we would be finding the factors and their influence on better event management so it
would not be a causal study. This would be a Co relational study in which we are dealing
with many factors.
We would collect information from different related people by interviewing them at there
work places. We will actually try to do a Field study.
Time horizon which would be given to us to complete this research would be
Approximately 2 month
As we would be collecting information from the event management organizations, and
different individual organizers so there would be very limited population available to us so
we would do Convenience sampling.
Our sample size would be 30 people from management side and 100 respondents from
client or visitors side which provide us with information regarded our research instrument
and fill our questionnaire.
Research Type Descriptive
Research Instrument Questionnaire
Research Approach Survey Method
Sample Size 100+50= 150
Type of Questionnaire Structured and unstructured
Types of Questions close ended questions
Sampling Plan
Sampling Unit Respondents are management of the event company
and the clients using the services provided by the
company
Sampling Procedure Non-random purposive sampling
Contact Method Personal as well as e-mail
21
Data Collection
Primary Questionnaire
Secondary Website
Data Processing A number of tables to be prepared to bring out the main
characteristics of the collected data. Inferences to be
drawn from the data collected.
2.2 Primary DataData which is collected for the first time is called primary data. In the study primary data
includes the data which is collected from the employees directly with interaction. These
employees are the one’s working in the event management company. The study includes data
got with personal interaction.
2.2 Secondary DataSecondary data is data collected by someone other than the user. Secondary data is the data
that have been already collected by and readily available from other sources. Information from
secondary sources, i.e., not directly compiled by the analyst; may include published or
unpublished work based on research that relies on primary sources of any material other than
primary sources used to prepare a written work. Such data are cheaper and more quickly
obtainable than the primary data and also may be available when primary data cannot be
obtained at all.
Common sources of secondary data for social science include censuses, organizational records
and data collected through qualitative methodologies or qualitative research.
2.3 Sample designSampling is a practice a researcher uses to draw data on people, places, or things to study.
Sampling allows statisticians to draw conclusions about a whole by examining a part. It
enables us to estimates characteristics of a population by openly observing a portion of the
entire population. The whole that the researcher wants to know something about is the
population is called a sample.
22
Table No. 2.1.1: Research Design
2.3.1 Target Population
Population generally refers to the total of the items or units in any field of research. The target
population is the Employees working in event company and the clients using its service..
2.3.2 Sample Size
Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. For doing the research, sample of 75-80 respondents were taken
2.3.3 Sampling Method: Purposive Sampling (Non-random)
The target population is the clients, vendors and management of the event management
company. So, for the research to be effective the sampling method used was the non-random
purposive sampling. This sampling technique provides a focused effort in gathering rich data
to answer the research question. It allows the researcher to identify the specific individuals
who have the information and experience in that area related to the research question. The
researcher is then able to focus on collecting data from this selected sample of people.
2.4 Methods of data CollectionThe following sources have been sought for the preparation report:
Primary data:-
Data that is collected for the specific purpose at hand is called as primary data. Information
relating to the project was collected during formal and informal discussions with the team
leader handling 30 people under him of the event management firm.The data of client side
was collected from 100 respondents.
Questioning
Here, the data is collected is by asking questions from whom we are supposed to have desired
information. The question may be asked in written or oral. A format list of question is often
called questionnaire.The questionnaire consists of close-ended and open ended questionnaire.
The study includes questionnaire of 8 questions for client side and 10 for management side.
Secondary Data:
Probably the quickest and the most economical way for researchers to find out the possible
hypothesis are to take advantage of the work of others & of their own earlier efforts. In a
relatively short time, researcher can scan a large volume of possible data. It is generally
23
collected through secondary sources like newspapers articles, magazines, journals, internet,
earlier reports & surveys.
Secondary data highlights the contextual familiarities for primary data collection. It provides
rich insights into the research process. Secondary data is collected through following sources:
Website
Journals
Magazines
Leaflets
2.4.1 Instrument of data collection
These include Questionnaire, Interview, Observation and Reading. Essentially the researcher
must ensure that the instrument chosen is valid and reliable. The validity and reliability of any
research project depends to a large extent on the appropriateness of the instruments.
Questionnaire
This is a data collection instrument mostly used in normative surveys. This is a systematically
prepared form or document with a set of questions deliberately designed to elicit responses
from respondents or research informants for the purpose of collecting data or information.
It is a form of inquiry document, which contains a systematically compiled and well
organized series of questions intended to elicit the information which will provide insight
into the nature of the problem under study.
It is a form that contains a set of questions on a topic or group of topics designed to be
answered by the respondent.
The respondents are the population samples of the study. The answers provided by the
respondents constitute the data for the research.
2.5 Fieldwork
During the field operation, all possible efforts were made to minimize the errors so that the
data collected may not provide wrong information. Caution was taken at every step while the
respondents were filling up the questionnaire. A lot of time was given to the respondents so
that they could understand the question asked.
24
2.6 Data Analysis Techniques
There are two main methods of Data Analysis: Qualitative Data Analysis and Quantitative
Data Analysis.
The Qualitative method is a conception of working procedures associated with that the
researcher himself/herself is part of the social reality being analyzed. The data collection and
analysis is performed at the same time and in interaction. Qualitative research is a set of
research techniques, used in which data is obtained from a relatively small group of
respondents, and not analyzed with statistical inferences.
In this Project Qualitative Data Analysis technique is used.
2.7 Limitations
The limitations of this research were:
Frequent Errors
Errors can occur during the transcription process. Different people may interpret comments
differently.
Inability of the respondent to provide information
Despite of the willingness to cooperate, the employees were unable to give accurate
information on questions asked. In other cases, the employees were unable to remember the
accurate facts.
Facing difficulties in collecting data regarding this topic from different sources.
There was a limited time frame which was given to us for conducting this research.
As event management is not so much common so there were hurdles regarding finding and
selecting samples.
During collecting data from interviews lack of cooperation was seen.
Due to Lack of serious response from required people, it was very difficult to find
information.
Event managers were reluctant to disclose their information.
25
Chapter 3Activities of Event Management Firm with
respect to Supply Chain
26
3.1Event Management
Event management is the co-ordination, running and planning of all the people, teams and
features that come together to create every kind of event.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.
I am mainly focusing on 3 types of event management,
1. Corporate Event Management
2. Cultural Event Management
3. Special Event Management
1. Corporate Event Management
A product launch, the company anniversary, sales target achieved or any special event could
mark the onset of a corporate event. It demands pure professionalism as you are interacting
with people from the high-end category.
Corporate management is a sub-category of event management. Mega companies
usually have an in-house event management team to organize their events on a regular basis.
27
Figure No. 3.1.1: Types of Events
Not surprising, that event management companies are spurring up to provide these
professional services. They attend meetings, hold dialogues with the bosses to realize the
objective of the event. They then take it off with creative ideas to arrive at a theme for the
event. A corporate event demands a little corporate look. The food and the style need to blend
with the corporates and make the bosses comfortable. Hence it ought to be prepared and
presented with ultimate efficiency. A corporate event could also be a product-launch. That
would involve a media conference. So the event management company would get a list of
prospective venues.
2. Cultural Event Management
1. Sporting Events: Sporting events are held in all towns, cities, states and throughout the
nation. They attract international sports men & women at the highest levels.
2. Entertainment Arts and Culture: Entertainment events are well known for their ability
to attract large audience. This includes musical concerts, celebrity performances,
movie releases and mahurats etc
3. Special Event Management
'Special Events' is the term given to events with a difference. Charity shows, marathons,
cycling races, street festivals etc. are a few of the many special events organized. As the
event has an unusual theme, the event management company has to double up its speed to
think on lines with the theme. More resources and creativity are put to the task.
28
1. Festivals: Various forms of festivals are increasingly popular providing a particular
region the opportunity to showcase its product. Food festivals, sea-food festivals and
other religious festivals fall into this category as well.
2. Family: Weddings, anniversaries and birthdays all provide opportunities for families
together. Funerals are increasingly are becoming big events with non traditional
coffins, speeches and even entertainment. It is important for the event manager to
keep track of these changing social trends.
3. Fund Raising: Fairs, which are common in most communities, are frequently run by
enthusiastic local committees. The effort in the organization required for these events
are often underestimated. As their general aim is raising funds, it is important that
rides and other such contracted activities contribute to, rather than reduce, revenue.
Event management companies arrange the entire event on a theme. It could be a
wedding or a charity show, a children's event etc. these events demand creativity. Something
that will make them stand out of the clutter firstly, as it is a different event and secondly that
the feedback should be encouraging for an encore. The recent marathon that Mumbai
witnessed was one of the specialized events. Foreign nationals, corporate personnel, etc.
everybody was seen to take part in it. More than winning it was the spirit of participation that
was encouraged. And it received an overwhelming response.
29
3.2 EVENT MANAGEMENT PROCESS
There are 2 stages of event management process namely, Event planning and Event control.
1. EventPlanning
To plan an event we must consider the following areas of an event, viz, feasibility,
promotion, site choice/design, staging, shutdown, site map, event proposal.
2. Event Control
To control an event we must look on the following areas logistics, negotiations, costing &
cash flow, event manual, I.T., decision making and change, risk management.
30
Figure No. 3.2.1: Event Management Process
1. Planning The Event
A significant part of event project management is the planning. It is a process of mentally
fitting all the components together. It includes foreseeing any problems and solutions.
However, to see all the problems is impossibility. It is more realistic to regard event
planning as a method of reducing the number of problems.
In this sense the aim of event planning is to plan all the tasks that can be planned so that
changes and unforeseen problems can be dealt with in a focused way. Although most
aspects of the event can be organized, the fluidity of event preparation means there is
always the unexpected.
Feasibility Study
A major element in a feasibility study is to provide a choice of various models for the
event and discuss the implication of these models.
Setting out the aims of the study
Choice of time and place
o Factors in Site Choice
o Draft of Suggested Places
o Factors in the Choice of Date
Logistics
o Sourcing
o Transport
Costing
Revenue
o Ticket scaling
o Ticket distribution
o Funding sources - sponsorship, foundations, grants
Event Content
Event Options or Models
Comparison of Event Models
Administration including contracting and organization structure
31
Risk issues -including possible insurance
Assessment of similar events
Recommended Option
The most important section of the event feasibility study is the comparison of the choices -
options or models. The comparison must use the same aspects of the event.
Event Promotion
In the world of marketing 'promotion' generally refers to a one-off event that provides a
stimulus for the public to buy a service or product. A special event can be part of a more
general promotion campaign of a company wanting to draw attention to their product. As
with all areas of event management, event promotion must be dynamic and able to respond
to opportunities as they arise. Other areas of the event planning should also be able to
respond to the unforeseen products of promotion. A good bit of PR can result in a surge of
interest in the event and the event company needs to be able turn the response to the
advantage of the event. The promotion schedule is only a tool to assist the planning of
the event - not the event's master.
Tools of Promotion
• Advertising
• Public Relations
• Direct marketing
• Word of mouth
Site Choice And Design
While selecting a site/venue for an event, we have to look into for following
considerations,
32
o Size of the event – Large scale or on a Medium or for a shorter scale event has to be
carried out.
o Location – Distance, accessibility, neighbours, history of other events, suitability to the
event, etc. are the factors to be considered under locating a venue for an event.
o Design of the site – Site/venue design is an essential part of event management. The
temporary nature of events means there is limited time for corrections to the design.
Therefore the event manager can not forget that any element of design has an aesthetic
as well as logistical - or practical - function.
o Layout of the venue – points to be considered are facilities to be provided, size and
shape of the room, viewing potential, flow of men and material, etc. while deciding a
site.
o Flow of people and equipment - Although it seems obvious, the flow of people and
equipment around a site is often not considered over the whole event. In particular
there are different flow patterns at deferent times. As well the event manager must be
aware of the 'flow' during an emergency.
Staging
The staging of an event involves bringing together all the event elements around a theme.
It is where the 'action' takes place at an event - where the audience looks. Staging is the
heart of event management- it is basically the 'show'. All other aspects of event
management surround it.
33
The elements of staging revolve around a theme. It could be Children's Circus, the Blues
tent or a corporate dinner party theme. However the theme has to work within constraints -
available resources, what the client expects.
The Event Proposal
A response to a request for tender is a common way for an event company to obtain work.
In some cases it is the only way a new event company can enter the field. Government and
semi government companies are required by law to put their needed supplies and services
out to tender. An event company will put together tender documents in much the same
way as any other supplier. Depending on the quality of their work they may be placed on a
preferred supplier list and regularly asked to put in a tender.
Venue /Site Map
With the exception of cyber events, all events have to exist in 3D space. It sounds obvious
but it can be easily overlooked. The place of the event can create so many problems and
provide so many opportunities. All the event managers place the site of the event as their
34
Figure No. 3.2.2: Elements of event staging
highest priority. Professional conference organizers will stay a few days in the conference
hotel venue just to make sure that nothing is overlooked.
The map can be used in these areas:
Communication
Planning - event design and logistics
Promotion
History and evaluation
However the map is only effective if it can be understood.
Planning and Control Documentation
It is one thing to plan the event it is another to communicate this plan to the various
stakeholders. Correct event documentation is vital to effective management. The
advantages are:
It communicates the plan of the event to the staff and volunteers
The documents provide an ongoing record of the event's progress
They provide a history of the event planning which may be used in any liability issues
They provide a written basis on which to improve the methods of event management
By standardizing the documents, different events can be compared
The production of the documents creates a discipline in the planning
The documents impersonalize the plan - that is it takes it out of the hands of any one
person and it becomes separate from any individual.
The documents proved a link to other departments within a corporation such as finance
and with the sponsors.
One of the most common fears in event management is what happens if the event manager
falls ill (‘run over by a bus' is the colloquial saying). As long as the details of any event are
in the head of one person there is this risk. The results of the project management process
are documented as various schedules, responsibility and action sheets. Each event
company has evolved their own style of sheets.
35
2. EVENT CONTROL
Logistics
Logistics is both a science and an art. It is also a convenient way of classifying an aspect
of event management.
In logistics the areas of importance to the events are supply, transport, linking, flow
control, and information network.
Each of these elements can be thought of as contributing to the sourcing and flow of the
customers. They all require a checklist. The event product can be intangible as well as
tangible items. However they all need to be supplied efficiently to the event. The facilities
are the third element that needs to be analyzed in logistical terms. Supply - sourcing and
flow - both to the event, around the event and out of the site.
36
Figure No. 3.2.3: Event Logistics
Figure No. 3.2.4: Elements of Event Logistics
Negotiation
It seems obvious but it is often forgotten - an event is a one-time occurrence. Every year the
annual festival is different. Change is fundamental to event management. Change will mean
entering into different business relationships for every event. The result is that negotiation
skills are fundamental to event management. Negotiation does not mean tricky dealings - it
means coming to a mutually satisfying business arrangement.
A large part of event negotiation concerns the resources used to create the event. They can be
divided in to:
Standard resources - the negotiation for standard resources is fairly straightforward as
most of the constraints and parameters are already known. For example in hiring a venue
there will be a standard contract. The event manager needs to know the contract terms and
the history of the use of these resources at events.
Customized resources - these are specialist resources created for the specific event. There
may not be a standard contract or process. In this case the negotiation has to be well
researched with risk and contingencies thought out. An example of this is the harbour
floats for the Sydney's New Year's Eve event.
The checklist below is for a specific event operation manual - it is the manual to be used on
the day of the event.
Design
o Strongly bound, colorful, and plastic cover so it can be used and found on the day
o Tabs with program elements (stages) for quick reference
o Cover with logo
o Contents page also show tab list
o Index
Control
o Event coordinator mobiles
o Emergency Services - police/ambulance/fire numbers
o Lost children procedure
37
o Lost property
o Police - where on site
o First Aid - where on site
o Road and Traffic Authority
o Venue Management
o Defence forces
o Performer contact list - listed by stage, parade
o Radio channel list
o Two-way radio operation guide
Production
o Event summary - time/action/location
o Map of event site
o Production Schedule by locations (stage)
o Set up schedule - date, action, supplier, crew number, option
o Crew (backstage) schedule - bump in and bump out times
o Crew catering requirements
o Crew accommodation
o Information booths and map of their location
o Security information
o Security
Information Technology for Events
Information Technology is rapidly changing the way events are both planned and
controlled.
Areas of event planning and control that can benefit from IT:
Scheduling
Financial control and Budgeting
Promotion
38
Distribution
Control and reporting
Risk management and scenario building
Contact management
Site/venue layout
Staffing and volunteer management
Possible limitations of IT for events:
Financial costs
Retraining staff
Limited access, passwords and computer security
Information loss
Refocusing the event
Software compatibility
Restructuring the event company - particularly corporate culture problems and power
shifts as a result of knowledge and skill ownership.
3.3 Supply Chain of Event Management Firms.
Cooperation among value chain partners leads to better performances for the cooperating
companies than those that do not cooperate. The literature offers a wide range of concepts
concerning cooperation. This research will focus on the concepts of supply chain
management. Supply chain management is a holistic approach that stretches forward event
manager’s own organization to the clients and customers and backward through many
different suppliers to their suppliers.
By having this holistic approach and integration among company boundaries there can be
substantial benefit for all stakeholders. It should be viewed as a chain and any break in the
chain would have adverse effects on the client.
39
To be successful, Indian companies need to manage increased global competition and price
pressure. They have to look towards supply chain at ways to reduce cost and to create more
efficient value chain so that they can remain globally competitive.
The Supply chain can be divided into two parts:
1) Event initiating site (supply side)
2) Event receiving site (participating site)
The two roles (1 & 2) have bothcommonalities and differences. As an eventmanagement
company you will need to determine their roles.
Role 1 – Initiating role: Event initiating site (supply side)
Event manager must take care of all logistics involved in setting up and implementing
an event
Must ensure and liaise with all parties to ensure they have all the require information.
Role 2 – Receiving role: Event receiving site (participating only)
Before the event:Liaise with Event management to understand all logistic requirements
40
Figure No. 3.3.1: Supply chain cycle of event management firm
During the event:Responsible for providing of all logistics required for the delivery of that
event at the site.
After the event:Collect, compile and send to event manager participants list, costing,
evaluation form after.
The types of vendors you'll need to hire for events include:
Art director: handles design, computer imaging, etc.
Caterer/bartender: serves food and beverages
Calligrapher: handles lettering on invitations and signage
Decorator: provides décor
Florist: provides floral arrangements
Graphic artist: designs and executes event posters or invitations
Photographer/videographer: photographs, records and preserves the event
Performer: provides entertainment
Transportation/parking personnel: drives and parks vehicles
Stalls: for expos and exhibitions of corporate events
It is not possible to comprehensively list all the production equipment, services andfacilities
that you may require (each event is likely to have a long and very specific listpertinent to its
particular circumstances). Instead, we have provided some examples tohelp you put your own
checklist together.
Security and Stewarding
The size and nature of your event will influence the type and amount of security
andstewarding measures required. When planning your event, consider the following:
Crowd management
Artist/performer/competitor/guest protection
Equipment and facility protection
Entrance, exits and perimeter security
Traffic/car parking management
Sterile and danger areas
41
Assistance to emergency services
Emergency procedures
Overnight security
Restricted areas
Cash storing and handling
If employing a security or stewarding firm ensure they are reputable and experienced.Assess
all risks with the security/stewarding contractor to reach a conclusion as to thelevel of service
required at the event and ensure all agencies are comfortable with theprovision, roles and
responsibilities of the contractor. Ask the contractor to supply youwith details of
theSupervisors/Chief Stewards who will be responsible at the event.Organise a pre-event
briefing with all security/stewarding staff to ensure that allquestions are answered and
everyone is clear about their role at the event.
Vendor Selection
Rating Scale
Poor1
Fair2
Good3
Excellent4
Parameters Vendors Cost Quality Speed of Delivery
Technology Total Result
Decoration A 2 3 4 4 13 Vendor AB 1 4 2 2 9
C 3 3 2 4 12Catering A 2 3 4 1 10 Vendor
CB 4 3 4 2 11C 1 4 4 3 12
Lighting A 2 4 3 1 10 Vendor CB 2 4 4 3 13
C 4 4 4 3 15Florist A 4 3 4 2 13 Vendor
BB 4 4 4 2 14C 3 3 3 2 11
Photographer A 4 4 4 4 16 Vendor AB 3 2 1 4 10
C 1 2 1 4 8Transportation A 1 2 2 1 6 Vendor
CB 4 3 2 4 13C 4 4 4 3 15
42
3.4 Logistics
LOGISTICS CONSIDERATIONS BEFORE EVENT (PRE EVENT)
The first phase of the Event Management encompasses the decision on aims and objectives
which includes the feasibility of Event. Event can be considered as a project that goes on six
mouths. If this is the first stage of the Project, managers have to carefully determine this
phase. Otherwise, the following phases will continue imperfectly. It means failure of the
object that will run for a long period.
43
Figure No. 3.4.1: Process of Event Management for Expo
Table No. 3.1.1 :Vendor Selection
In this phase, managing of the people and materials are essential for a good Expo
organization. Therefore, in providing a well-organized Event, logistics is the key management
factor for implementing the plan. These factors can be categorized as supply, transport,
linking, flow control, etc.
Supply: It comprises the supply of customers, product and facilities, goods and services.
Transport: Goods and services can be a main (major) cost for the Event organization, so it
needs special consideration.
Linking: Major effect of logistics is to integrate all the management functions of Events.
Flow Control: It means bidirectional flow of product, information, money, services and
customers throughout the whole Event process.
Supply of Customers
The customers of the Events are those who pay for it. They can be the participants, sponsors
and visitors. The customers’ expectations must be met for a successful Event. Logistics is one
of the most important key functions to satisfy these expectations. Some important activities
for customers supplying is discussed below:
Ticketing: Ticketing an event can be a very complex issue, especially if the event is a
mega Event. The pricing and printing of the tickets doesn’t directly concerns a logistics
area but the distribution, collection and the security are the main concerns for the logistics.
Method of payment- cash, credit card, direct deposit; the outlets that will be used-retail,
internet, mail or at the gate; the collection and transfer of the tickets at the gate; the
management of the personnel, their working hours; need of separate desk for
complementary tickets; security arrangements for the cash and personnel; disposing of
tickets must be utilized for the distribution and collection of tickets.
Queuing: The first experience of the customer at an Event is queuing for the tickets and
parking. When customers enter the Event site, they will encounter with queues for visiting
pavilions, eateries and toilets. Event welcomes many guests from different countries into
the host country. Once they come to visit the Event site, their attention have to be drawn to
the Event activities through signboards, etc. in order to help them save time while
enjoying different activities. Because customer satisfaction is directly proportional with
the perceived waiting time. Therefore it is important to minimize the perceived waiting
time of the customers.
44
Customer Transport: The method and timing of the transportation -rather public or private
transport- is important for the whole Logistics Plan. Also, for a special Event like Event,
ensuring the safe separation of Event Managers, sponsors, VIP’s , participants and visitors
from traffic and minimizing the negative traffic impact on the Non-Event Community .
Besides this, the selection of the Event venue has to take into account the availability and
cost of transport to and from the site and also transportation within the Event facilities
such as pavilions. Many pavilions may also “offer food and beverages” services. So these
pavilions need to be located in the center of the venue or main pedestrian walkways.
Depending upon the site location, provision of public transportation infrastructure
available to participants, sponsors, employers and visitors is a key issue for the efficient
Event Management.
Supply of Product and Facilities
The supply of the “product” and facilities to the Event site requires further logistics activities.
Especially, for the larger Events such as Event, the storage of food and beverages and supply
of equipment is so crucial for a successful Event Management. Most logistics theory concerns
the supply of products to customers, Event logistics includes the efficient supply of the
customer to the product and supply of facilities to and from the Event site. The product
portfolio and facilities of Event organizations can be classified into as follows:
Food and Beverages : Food and beverages are important for the visitor experience and they
are the major source of income for Event Events. These facilities range from elegant full
service establishments with entertainment and gourmet cuisine to simply snack bars or
beverage carts. In addition, food and beverage services include restaurants, cafeterias, snack
bars, food carts.
Construction: Excluding the costs of assembling land-site preparation, site development and
infrastructure, buildings, services and site restoration.
Capital Equipment: Office furnishing, entrance gate turnstiles, visitor facilities and support
service facilities such as desks, chairs, file cabinets, work tables, beds, shelving and racks,
computers, telephone systems, forklifts, air compressors and painting apparatus, saws and
other carpentry tools, automobiles, trucks and other specialty vehicles such as ambulances and
fire trucks, gas storage tanks and pumps, 2 way radio equipment, fire and security alarm
systems, trash containers, hand carts.
45
Equipment will also be needed for entertainment, facilities, graphics, signage and way
findings, street furniture, storage and distribution, security and medical, fire and emergency,
solid waste removal etc.
Transport of Product and Facilities: If the product portfolio coming from overseas,
Logistics Manager must be careful about the problems such as carnet and customs clearance.
Also the transportation of the products before the Event to the Event site warehouses and from
the warehouses to the pavilions when needed during the Event is a key point for the success of
Event Management.
LOGISTICS CONSIDERATIONS ON EVENT
Logistics factors during the Event become more complicated in accordance with the size of
Event. Size of Event is in directly propositional to the responsibilities of the Logistics
Manager. At this stage the duty and responsibility of the Logistics Manager is the most
important factor, so communication and management of the Logistics Manager through the
other manager is more complex and difficult. Part of the role of the Logistics Manager is to
efficiently link all areas of the Event. Figure 3 shows the lines of communication between the
Logistics Manager and other managers.
Flow: In the big organizations such as Event, Festivals, Olympic Games; the transfer of the
audience, participants, volunteers, materials, equipment’s take more times and efforts for
Logistics Manager. For this reason, Logistics Manager is responsible from the process and
flow of materials, optimum budget and time. At this phase, Logistics Manager should
coordinate transportation of the people and materials, disposal, security of people , healthcare
services, food, drink, traffic management, media, supporters etc. to improve success of the
Event organization.
Communication: In the complex organizations, correct flow of information is also another
important function. In this phase, managers should create communication table. This table
should include staff’s detailed information – personel information check list- their names,
positions and duties, e-mail addresses, contact numbers, addresses, etc. These information can
make managers’ business easy, correct and effective.
Consumer Good/ Consumption Product: In the Event, organization managers should regard
to goods and consumption product’s storage and distribution. In this stage, building kiosk and
46
selling the tickets in particular areas for providing safe consumption and reducing
dissatisfaction is necessary. The task of Logistics Manager is to provide enough food & drink
at the right time, at the right place, at the right area with the right quantity.
Emergency Procedures: First aid and first aid equipment, routing, optimum way for
emergencies or hospitals, traffic management and hospital routing are very important security
processes in the organization. Logistics Managers need to prepare emergency guide for people
who need to know what they should to do during the incident.
LOGISTICS CONSIDERATIONS AFTER THE EVENT
The purpose of this stage is evaluating the success of the organization/EVENT, differences
between the planned and performed activities. If there is any problem through the process or
outcome, evaluation (data collection, data analysis) must be done and detailed written report
must be prepared by the experts. This report can shed light on the following organizational
Events. Especially, this report must comprise measurements of the Event outcomes, creation
of a demographic profile of the Event audience, identification of how the Event can be
improved, and enhancement of Event reputation and evaluation of Event Management
process.
Measurement of Event Outcome:
47
Figure No. 3.4.2: Interaction between logistics managers and other managers
“Before the Event” phase, key objectives of goals are identified in relation to the theme and
the size of the Event. These become important benchmarks which enable the success of the
Event to be measured in relation to its outcomes.
Creation of a Demographic Profile of The Event Audience:
The strategies planned in the “Before the Event phase” will be useful to implement marketing
mix and marketing strategies. Planning future strategies will enable Event Managers to
classify participants by age, gender, income, education etc. and allocate the marketing funds to
be better targeted.
Identification of How The Event Can Be Improved:
Management of crowds, people, wastes, food & beverage provision and consumption,
services, payments, thank you letters, recommendations; attendance and ticket revenues,
media, disassembly, paying the accounts, sending out results and media information, balance
accounts are the major areas. Lastly the most important stage is the review of the whole plan
and Event.
Enhancement of Event Reputation:
Respect and reputation of the Events, can be measured by their impacts on countries wealth
recognition.
Evaluation of Event Management Process:
Last and important part of the Event is the results of the Event. In this part Logistics Manager
and other associated managers have an important role in this process. They should evaluate all
of the reports and feedbacks coming from organizers, volunteers, participants etc. and they
should make final report about the organization for the forthcoming Events. For this reason
managers need to be well-qualified, prescient, smart, organizer, develop good relations with
other employees, innovative, etc. These qualifications and skills provide well organized
Events.
Supply Chain Event Management Software System
Supply Chain Event Management is an application that supports control processes for
managing events within and between companies. It consists of a set of integrated software
48
functionality that supports five business processes: monitor, notify, simulate, control and
measure supply chain activities.
The goal of SCEM is to keep all users in the supply chain – from materials suppliers and
buyers to warehouse managers and product carriers – informed about activity across the
supply chain. SCEM applications cover five business processes that are related to supply
chain events or activity. These processes are:
Monitoring
Notification
Simulation
Control
Measurement
SCEM software typically includes functionality for keeping track of event schedules and
milestones, as well as exception alerts that notify users from all stages of the supply chain
when disruptions or delays occur.
49
Figure No. 3.4.3: Supply Chain Event Management System
Chapter 4Data Analysis and Processing
50
Graph No 4.2: Buying behavior
Graph No 4.1: opinion about event organizers
Client Side Analysis1. Opinion about event organizers
0153045
no. of people
percentage
Interpretation: According to the survey, 45 people out of 100 think that Event Company
wants the clients to try their services and 35 people think that Event Company wants to know
their customers.
2. Buying Behavior after a positive experience of an EVENT
Product/service you have heard but not checked
out yet
Product/service you have never heard of
Product/service you already use
0102030405060708090
100
More likelyLess likelyNeither
Interpretation: If people had a positive experience, about the event 88% are more likely to
buy a product just when they were aware of it. Surprisingly, 78% are more likely to enter into
the buying process even if it’s a new product.
51
Graph No 4.4: favorite part of event by gender influence
Graph 3: Analysis of Notification of the event to participants.
0204060
Notification of event
Notification of event
Interpretation: Most of the people were notified or participated in the event as it looked like
fun, this percentage was about 65% and about 30% of people participated due to signs and
banners and rest of them were invited.
4.Favorite part of events
05
10152025
MaleFemale
Interpretation: The female folk are drawn towards the event because they love samples
which was confirmed when 68% out of the female respondents gave the same reply whereas
the male counter-part are more interested in exploring the product inside out.
52
Graph No 4.3: notification of events to participants
5. Reasons for participation in any event
The p
roduct/ser
vices
matched
my i
nterest
The p
roduct or c
ompany w
as sponsorin
g an ac
tivity I
enjoy
My frie
nd/relati
ve had
a positi
ve ex
perien
ce
The e
vent o
ffered an
activit
y I could parti
cipate
0
10
20
30
40
50
Cause of participation
Cause of participation
Interpretation
Over all the age groups it was observed that if the product/service is of interest to the
attendees they are more likely to participate in an event. The next best reason for participation
across all age groups is the activity which the attendees enjoy.
53
Graph No 4.5: Reasons for participation in any event
6. People spend time at mobile events
30%
60%
10%
Time Spent in the event
1-15 mins15-30 mins30 mins
Interpretation: 60% of the total respondents spend approximately 15-30 mins on a mobile
event and very less people spend over 30 mins.
7. Mobile events create better product understanding
75%
20%
5%
understanding of productbetter same less
Interpretation: Mobile events which demonstrate product features are more likely to generate
better understanding about a company or its product.
54
Chart No 4.1: Time spent in the event
Chart No 4.2: understanding of the product through the event
8. Events spur immediate sales
26%
24%25%
4%
4%
2%
15%
event product purchase
immediatelywithin a weekwithin a monthwithin 3 monthswithin 6 monthsmore than 6 monthsdo not purchase
Interpretation
26% of the attendees are ready to purchase a product immediately after the event, 25% within
a month and 15% wont purchase the product at all.
55
Chart No 4.3: Product purchased after the event
Management side Analysis
1. Span of years in this business in this business?
20-30 yrs 30-40 yrs above 40 yrs0
5
10
15
20
25
above 3 years1-3 yearsless than 1 year
Interpretation: Most of the employees who have been in this industry are in the age group of
30-40 years and have spent 1-3 years in this industry. The employees who have experience
less than 1 year in this industry mostly fall into the category of 20-30 years, this suggests that
the event industry is a boom among the youngsters and the company also hires them due to the
synergy, enthusiasm and activeness the youngsters provide in the business.
56
Graph No 4.6: span of years in this industry acc. to age groups
2. Events organized recently
24%
20%
30%
16%
6% 4%
events organised
Corporate EventConcertBirthday/marriagesexhibitionspolitical rallyother
Interpretations: The chart says that most of the employees’ i.e. 30% have recently arranged
birthdays and marriages while 24% have recently organized corporate events. Only 6% have
recently arranged Political rallies.
3. Are you satisfied with the arrangements you have made in that (above mentioned)
function?
Strongly agree agree neither agree nor disagree
diagree strongly disagree0
5
10
15
20
25
opinions
Staff
Interpretation: The graph shows that most of the employees are satisfied with the
arrangements they made in the event. Only 3-4 employees disagree to the statement.
57
Chart No 4.4: recently arranged events
Graph No 4.7: satisfaction level of events organized
4. Company hires suppliers specialized in their area
Strongly agree agree neither agree nor disagree
diagree strongly disagree0
5
10
15
20
25
opinionsSt
aff
Interpretation: The graph shows that most of the employees agree that the suppliers hired by
the event management firm are specialized in their area.
5.Co-operation from the suppliers
Not at allVery Little
SomewhatTo a great extent
02468
10121416
opinions
Axis
Title
Interpretation: The graph shows that most of the employees get support from their suppliers
to some extent. Many suppliers co-operate while delivering, helping and dealing with the
staff.
58
Graph No 4.8: specialized suppliers
Graph No 4.9: co-operation from suppliers
6. Supply of quality resources by suppliers
60%10%
30%
opinion
yesnosometimes
Interpretations: The chart shows that 60% of employees agree that the suppliers provide the
event management company with the good quality resources.
7. Fair amount of Profit sharing between the company and the suppliers
60%
30%
10%
opinion
alwayssometimesnever
Interpretations: The chart shows that 60% of employees agree that there is fair amount of
profit sharing between the suppliers and the event firm.
8: Do you face problems while arranging the events?
Delay in delivery
Power failure due to inaccurate estimation of power capacity
Loss of equipment’s
59
Chart No 4.5: Supply of quality resources from suppliers
Chart No 4.6: Profit sharing between suppliers and event firm
9.Awareness of the SCEM software system which is useful in making and retrievingaccurate
data & decision
10%
70%
20%
AWARENESS RATIO
YESNOHEARD OF IT
Interpretation: The results show that the employees are not aware of such a software system
that is helpful in a sustainable growth of the industry. Only 10% of the employees have heard
about it and 10% knows about the software.
10: Would you like to implement the software in your company?
80%
8%12%
implementation
yesnomaybe
Interpretation: The results show that 80% employees wants such software to be implemented
by the event management company in order to get integrated with all activities and enhance
supply chain visibility.
60
Chart No 4.7: Awareness of SCEM Software
Chart No 4.8: Implementation decision of software
11. Logistics of the event management firm carried out by:
Corporate Birthdays Concerts Exhibitions0
5
10
15
20
25
30
35
40
Company's logisticsSupplier logisticsOutsourced 3PL
Interpretations: Logistics by the even management company varies from event to event.For
corporate events supplier logistics is mostly used. For birthdays the logistic service is
outsourced whereas for concerts the event management company arranges for the logistics and
during exhibitions all the 3 sources are used.
12: Communicate with your client before making arrangements of event
8%20%
40%
32%opinion
NeverRarelyocasionallyalways
Interpretation: Results say that before making arrangement of the events the employees
communicates with the clients and ask for their ideas and needs.
61
Graph No 4.10: Logistics of firm
Chart No 4.9: Communication ratio with the client
Chapter 5Findings
62
5 Findings:
Client side findings
Most of the people think that event management companies arrange mega events so as to
attract people to use and experience the event management company’s services. On the other
hand, literature says that these companies were formed due to the presence of market who is
willing to use such services. Indian market every year has thousands of events like corporate
events, expos, weddings, concerts etc. This is the reason the event management firms were
formed.
Most of the people are notified about the event by signs and banners and join because it
seemds fun for them. People are attracted to such events as they get the information or
products in which they have interest in. They are willing to participate if the activities in the
events are such that in which they can easily participate.
People mostly spend maximum of 15-30mins inside the corporate expos and they feel
connected as they are able to touch and get free samples for use. People tend to buy the
products immediately or within a week.
Management side findings
SCEM software system being famous in foreign land still many of the Indian event
management companies are not aware about such a software system. Although the application
of SCEM solutions can vary significantly by company and industry, some common themes
emerge. SCEM solutions are most likely to provide significant gains for companies that must
deal with event organizing firms as well as its suppliers or supply chain partners. The
enormous volume of data to be continuously monitored fits perfectly with the "manage by
exception" philosophy of SCEM applications. Activities operating outside prescribed
boundaries receive immediate attention because they are readily identifiable.
63
Chapter 6Recommendations
64
Recommendations
As important as it is to have reliable event vendors and suppliers, this reliability does not
only depend on your vendor or supplier. It also greatly depends on you as a manager. Your
ability to clearly convey what you expect from your vendor or supplier and negotiate a
good price is important.
Accurate timing is crucial to the success of an event, so even small delays can mess up
your logistics schedule, your mood, and possibly even your event. Set exact dates from the
very beginning. It’s even advisable to give yourself a little margin for delay, especially
with new event vendors and suppliers. A little white lie where possible (naturally, you
won’t want the finger foods for your event to be delivered a week in advance) can stave
off a lot of stress.
Let the suppliers involve in your decision making process and let them make a fair profit
To improve the condition of the event industry and make it more professional and
profitable, the following recommendations have been listed:
1. Understand the corporate objectives, target audience, suppliers perspective.
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.
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.
In order to remain integrated throughout the process of event management event
management firm needs to implement the supply chain management software system. This
would prove helpful and help the company to have a sustainable growth.
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Chapter 7Conclusion
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ConclusionEvent management is a glamorous and exciting profession which demands a lot of hard
work and dynamism. As the name suggests, it means conceptualizing, planning,
organizing and finally executing an event. The event could be of any type - musical show,
concert, exhibition, product launching etc. This industry is just eight years old in India, but
holds a lot of promise for expansion. It offers enormous scope for ambitious young people.
Event management is the planning and implementation of events, large and small that
meet the marketing goals of an organization. Event management is an area that is growing
rapidly, and is expected to have a better growth rate in the next decade. Typical events
organized by professional event managers include product launches, parties, sponsored
events, sporting events, competitions, concerts and festivals, fundraisers, trade shows,
corporate open days, seminars and tours.
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Bibliography
Books
Ron Basu, Total supply chain management,2010
Razaq Raj, James Musgrave, Event Management and Sustainability, 2009
Websites
Understanding the event supplier perspective
http://blog.attend.com/manage-event-vendors-and-suppliers
Value-Chain Report -- Improve Supply-Chain Visibility With Event Management
http://www.industryweek.com/articles/
valuechain_report__improve_supplychain_visibility_with_event_management_2303.a
spx
People and Process involved in organizing the event
http://www.eventeducation.com/event-organizers.php
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Annexure
QuestionnaireClient side questionnaire for a corporate expo1. What are your feelings about a company that creates or sponsors events?
□ They are willing to let people try them out□ Support activities that I enjoy□ They understand my interests and needs□ They like to have fun with me□ They want to know more about customers
2. Assuming you had a positive experience, would you be more or less inclined to purchase a product or service after having participated in an event?
a) Product/service you have heard but not checked out yet More likely Less likely Neither more nor less
b) Product/service you have never heard of More likely Less likely Neither more nor less
c) Product/service you already use More likely Less likely Neither more nor less
3. What was it that got you to notice or participate in the event?□ It looked like fun□ I recognize the company/brand running the event□ Signs and Banners□ Somebody invited me to participate□ The crowd that was already taking part in the event□ Others
4. Which of the following is your favorite part of marketing events?□ I get to touch and feel a product/services□ I get to learn more about a product/services□ I get to ask questions about a product/services□ I get a free sample of a product/services□ I get to have fun by participating in activities
5. Which would most likely cause you to participate in a product demonstration or event?□ The product/services matched my interest
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□ The product or company was sponsoring an activity I enjoy □ My friend/relative had a positive experience□ The event offered an activity I could participate□ Other
6. How long did you stay at the mobile event?□ 1-15 minutes□ 15-30 minutes□ over 30 minutes
7. Which of the following is true? After leaving the mobile event I understood the company/product…
□ better□ same □ less
8. How soon after attending a company-sponsored event at/near a store did you purchase the product or service being offered?
□ Immediately□ Within a month□ Within a week□ Did not purchase□ Within 3 months□ Within 6 month□ More than 6 months
Management Side
1. For how long you have been in this business?Less than 1 year
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1-3 yearsAbove 3 years
2. Which event did you organized recently?Marriage/engagementBirthdayCorporate functionsConcertPolitical rallyAny other
3. Are you satisfied with the arrangements you have made in that (above mentioned)function?Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly disagree
4. Do you suppliers that are specialized in their particular area?Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly disagree
5. You get full co-operation from your suppliers? Not at all Very little Somewhat To great extent
6. Do the suppliers provide you quality resources? Yes No Sometimes
7. Do your suppliers get fair amount of profit sharing? Yes no
8: Do you face problems while arranging the events?
9:Are you aware of the SCEM software system which is useful in making and retrievingaccurate data & decisions?
Yes
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No Heard of it
10: Would you like to implement the software in your company? Yes No Maybe
11: Logistics as a part of event management industry, who are involved in this process in your company? Corporate
o Company’s own logisticso Supplier’s logisticso Outsourced 3PL
Birthdayso Company’s own logisticso Supplier’s logisticso Outsourced 3PL
Concertso Company’s own logisticso Supplier’s logisticso Outsourced 3PL
Exhibitionso Company’s own logisticso Supplier’s logisticso Outsourced 3PL
12: Did you communicate with your client before making arrangements of event?NeverRarelyOccasionallyRegularly
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