PROJECT REPORT

THE SHOWMAKERS
(EVENT MANAGEMENT)

SUBMITTED TO:
Prof. Dhruv Chak

SUBMITTED BY:
Divya Sachdeva
Gaurav Garg

14DM079
14DM083

Gunjan Kapoor

14DM087

Hari Hara

14DM088

Jasmine Singh

14DM099

Jeevesh Mehta

14DM102

Kaveri Saronwalla

14DM111

ACKNOWLEDGEMENT

Completion 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.

CONTENT
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.

Need for Event Management.4

The ShowMakerz.4
Segmentation Targeting & Positioning..5
Marketing Mix..........5
Service Strategy............6
Service Design...........7
Service Delivery............8
Customer Satisfaction......9
3 Years Projection........9
Reference..10

Need for Event Management

In 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 Companies

The Showmakerz
MISSION
To 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 US UNIQUE
We unleash the power of our client.

S e g m e n ta ti
on

From conceptual thinking to executing the event.

We look into:
- Award nights & concerts
- Fashion shows
- Weddings

Segmentation, Targeting and Positioning

Segmentation

The company identifies different ways to segment the market and develops profiles
of the resulting market segments. This can be done in 3 ways.
.

Private
Public
Corpora
te

Private: Events organized for individuals

Public:-Events organized for Public sector like various ministries or public sector
companies.
Corporate:-Awards shows and concert for big corporate companies

Targeting
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.

Positioning
More 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 Mix
The 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 controlled
Physical 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 Design
SERVICE DESIGN MODEL

Projects

1. Communication

Customer

Communicatio
n

Relationship

Planning
Implementatio
n

24*7 Support
Quality

Identifying
Problem/Providin
g Solution
Technology
Integration

Resources

Clients 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. Relationship
We 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 Solution
The 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. Planning

Program

The 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 Support
The 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. Technology
3D 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. Implementation
The Project manager should be able to execute the high-level guidelines and
expectations.
8. Quality
Quality 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. Integration
The SDM should be able to see business needs and a solution to integrate the
customer services

Service Delivery
Parking
Physical
Location of event
Evidence

Exteriors of office

Truck Packaging

Of the office
Computers
Truck Sound &Stage

Custome
Customer
r
approac

(Invisible)
Contact
(Visible)

Gives info
About the
event

Gives
advance

Greets him
and takes
down the
information

Service
Plan

Option of
services
available

Receives
guest

Setting up
of stage
and music
check

Timely
deliver
the
services

Person

Customer
Service
Order

Support
Processes

Selects
plan

Contact
associates

Confirmati
on from
associates

Meeting
the
associat
es

Gathering
required
resources

On the
event date,
loading the
truck

Pack and
give
payment
to

Customer Satisfaction
We 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 Projections

In 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.

Sales

Sales

REFERENCES
1. Mrs Gunjan Bansal
Lamore Weddings ( http://www.lamoreweddings.com/ )

2. Mr. Karan Malhotra

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

3.