CHAPTER ONE

INTRODUCTION

SYNOPSIS

Events are fast becoming an integral part of the marketing strategy of companies. Events
score over conventional mass media in several ways- exclusive coverage for the
sponsors, a huge captive audience to watch brand advertising and opportunity for product
trial so that product attributes can be effectively conveyed to the target audience. In
comparison to these benefits, the cost of sponsoring an event is reasonably small. For
those reasons, companies are expected to take to sponsoring events in a big way.

Live entertainment events, especially international events are drawing people in large
numbers. International artist too are making India a part of their global concert tour. Once
regulatory and taxation obstacles are over come and multi city events become an
established norm, the number of international events is expected to increase rapidly.
Hence, ticket revenue is also expected to show a steady increase in future.

Television channels are looking for driver programmes to boost viewer ship and events
offer a unique genre of programming. Television networks can either commission events
for their channels or buy telecast rights of events from event managers. In both cases, the
industry stands to gain. Commercial exploitation of merchandising and interest rights in
future by event managers would further boost industry growth

INTRODUCTION

Every time when you saw a programme 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. Wellthat's event management for you.
One of the fastest and the most glamorous upcoming professions today, it means rubbing
shoulders with who's who of the crme-de-la crme layer of the city. Event management,
the most profound form of advertising and marketing, is a glamorous and thrilling
profession. It provides an opportunity for unleashing one's creative potential to a very
high degree. It demands a lot of hark work and effort but at the same time offers
enormous scope.
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.
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.
On the profession side, event management is a glamorous and exciting profession that
demands a lot of hard work and dynamism.
The logistics side of the industry is paid less than the sales/sponsorship side, though some
may say that these are two different industries.

EVOLUTION OF EVENT MARKETING

From its origins in event planning, the event marketing industry has seen great growth in
the last five years and has consistently been one of the most effective tools that marketing
professionals have at their disposal in terms of making a tangible connection to current
and potential customers. The increasing competitive pressures brought on by
globalization are forcing business professionals to find new ways to engage customers.
Not surprisingly, savvy event marketing professionals are therefore focusing the majority
of their efforts and budgetary spend on lead generation tactics such as trade shows. While
it is important to garner leads, marketing and specifically event marketing professionals
cannot lose sight of the fact that the sales cycle only begins at lead generation and that
current and prospective customers must also be nurtured even beyond purchase.
Companies can benefit tremendously from the deeper event marketing touch points that
promote nurturing such as proprietary conferences that provide a controlled environment
for delivering messages and closing business. The nurturing process will allow the
customers to more effectively be funnelled into the subsequent stages of the sales cycle
thus creating greater opportunities to develop into repeat customers.

EVENT MARKETING

An event is a live multimedia package with a preconceived concept, customized or

modified to achieve the clients objective of reaching out and suitably influencing the
sharply defined, specially gathered target audience by providing a complete sensual
experience and an avenue for two-way interaction.

Events

This is a diagrammatic representation of the above definition. From the model it is

evident that an event is a package so organized has to provide, reach and live interaction
between the target audience and the client to achieve the desired impact.

Event marketing involves canvassing for clients and arranging feedback for the creative
concepts during and after the concept initiation so as to arrive at a customized package
for the client, keeping the brand values and target audience in mind. Marketing plays an
important role in pricing and negotiations as well as identifying opportunities to define
and retain event properties by gathering
Reach
Live marketing
interactionintelligence with regard to pricing,
timing etc.
In fact, ideally event marketing involves simultaneous canvassing and studying the brand
prints; understanding what the brand stands for, its positioning and values, identifying the
Desired
Live
target audience and liaison with the creative
conceptualizes to create an
event for a
Right communication
with theprefect
client mesh with the brands
With personality.
Creates
Impact

Audience

PUBLICITY AND PROMOTION

If one knows how to organize an event he should also know how to market it. If there is
something very peculiar or special about the event then that main point has to be
highlighted. A product launch for example requires a sales promotion campaign either
before or after the launch. In that case the product is advertised through banners and
media and even door to door canvassing. Effort is taken to ensure that people sit up and
take notice of the event. Sometimes it could be an event like an award ceremony, which is
to be shown on television and different companies make a beeline for sponsoring their
respective products in the due course of the programme. This is the way publicity and
promotions work.

TYPES OF EVENTS

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. Commercial Marketing and Promotional Event

Promotional events tend to have high budgets and high profiles. Most frequently they
include product launches, often for computer hardware and software, perfume, alcohol or
motor cars. The aim of promotional events is generally to differentiate the product from
its competitors and to ensure that it is memorable. The audience for a promotional
activity might be sales staff such as travel agents, who would promote the tour of the
clients or potential purchasers. The media is usually invited to these events so that both
the impact and the risk are high, Success is vital.

4. Meetings & Exhibitions

The meetings & convention industry is highly competitive. Many conventions attract
thousands of people, whereas some meetings include only a handful of high profile
participants.

5. Festivals
Various forms of festivals are increasingly popular providing a particular region the
opportunity to showcase its product. Food and religious festivals are the most common
events falling under this category.

6. Family
Weddings, anniversaries, divorces and funerals 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.

7. 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.

8. Miscellaneous
Some events defy categorization. Potatoes, walnuts, wild flowers, roses, dogs, horses,
teddy bears all provide the focus for an event organized in United States.

EVENT MANAGEMENT PROCESS

There are 2 stages of event management process namely, Event planning and Event control.

1.

Event Planning
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.

Planning And Controlling 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.

The event starts with an idea or concept, the first question to ask is Is it feasible? The
feasibility is fed back into the concept (iteration) and the concept may need to develop.
Once it looks feasible, the event planning can start. This is not a mechanical or linear
model. The planning may uncover opportunities or risks that need to modify the event
concept. Aspects of the plan may be implemented while other areas are still in the
planning phase. For example promoting the event may start well before site planning. All
these processes feed into each other.

The areas of risk, content and cost as well as the schedule have to be managed along the
life cycle. A risk may be very different over the event project life cycle. This means that
event plan is not a static document. The only certainty is that there will be change.
Internal change includes the increase in event staff, the increase in contract management
as more suppliers are involved. Internal change may also be unexpected. The event
company may take on other events while the one event is being planned. External change
could be the all-too-common change of venue or it could be on a grand scale with the
change in overseas currency exchange rate. No matter what change occurs the event will
need to work within constraints set by the client - such as making a profit - or by legal
and ethical issues. The former form the event life cycle objective functions. There may be
far more subtle constraints implied by the clients working culture - such as the corporate
culture.
Scale
The written event plan can be as short as one page or as long as a book. It depends on the
level of detail or scale in the planning. This level of detail will depend on such factors as:

Complexity of the event

Scale of the event

Familiarity of the event management, staff and suppliers with the type of event

Legal and stakeholder requirements

Time and other resources allocated to the task of planning

10

The process of writing a plan assists in the structuring of the event. It is also a
communication tool and a project baseline from which the event can be measured. It is
not written in stone and will need revising as the organization of the event life cycle
proceeds.
Risk
There is a risk that a written plan will become the master of the event rather than a
method of obtaining a successful event. The Assessment -> Plan -> Implement ->
Evaluate procedure is an oversimplification of a complex series of overlapping processes.
This explains the reticence of event managers to create mission statements and
objectives. In the volatile environment of event organization, these can easily become
milestones around the neck of the event management. There is enough to do without
having to revisit and rework all the objectives. As well, there is a tendency in academic
writings on event management to see planning as the panacea of all event problems. They
stress that the major failures of events are a result of poor planning. If planning is defined
as foreseeing all problems before they arise then problem can be reduced to a great
extent.

The result of any change in a complex system made up of a fixed number of related
variables cannot be predicted. For example, if there are 200 tasks to set up an event and
one of these tasks changes or a new one is introduced, the relationship between all the
tasks may change i.e. 200x 199 relationships, which may well change all the relationships
again and so on ad infinitum. In other words a small change can easily have unforeseen
results.

11

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

12

Comparison of Event Models

Administration including contracting and organization structure

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.

CHAPTER TWO
13

INDUSTRY PROFILE

14

THE INDUSTRY SCENARIO

Event Management is a multi-crore industry with mega shows and events hosted regularly. In
India even 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 meetings, seminars, exhibitions, conferences, product
launches with everything being a matter of class and style. Then comes the innumerable
celebrity shows, international artists shows, shows for a cause, road shows, competitions, that
India has seen of late.

More than 700 companies have forayed into events. The early 90s has seen events spend at a
mere 0.2 bn but now it has increased to over 36.28 bn. The FICCI has estimated event
management to be a 61.32 bn industry by 2014. But surprisingly, research showed that there
was no formalized education to teach event management and Companies found their
executives not up to the mark to handle events. It was not so easy to train because event
management includes organizational skills, technical knowledge, P.R., marketing, advertising,
catering, logistics, decor, glamour identity, human relations, study of law and licenses, risk
managements, budgeting, study of allied like television and other media and several other
areas.

15

OVERALL SIZE AND SHAPE

The size of the live entertainment segment can be measured in terms of total billing for the
events managed i.e. sponsorship fees, tickets sales revenue and sales of various rights
associated with the event content such as telecast rights, music and video rights, internet rights
and merchandise rights.

Sponsorship fees: On an average, there are three sponsors for an event one main sponsor and
the two co-sponsors. The total sponsorship fees ranges between Rs. 10mn and Rs 90mn for an
international event, and between Rs. 2.5mn and Rs. 30mn for a domestic event.

Ticket sales revenue: This revenue source has picked up substantially over the last year.
Currently, approximately 25,000 tickets are sold on an average in an international event.
Ticket sales revenue has ranged between Rs 18.2mn for the Bryan Adams event to Rs 68.7mn
for the recently held show of Pitbull.

Sale of telecast rights to television broadcasters: event managers have not commercially
exploited this source of revenue so far. There have been only some stray deals involving sale
of telecast rights, for instance DNA networks has sold about 3 properties to B4U for
approximately Rs 4.5mn.

Sale of merchandise rights: In case of concerts by popular artist or groups or popular sporting
events, significant revenue can be earned through the sale of event-related merchandise such
as clothing, etc. The event manager can sell rights to merchandisers for such activities.

16

GRAPH I
Revenue profile for international and domestic events (average)
Item
Sponsorship fees
Ticket sales revenue

International event
30%

Domestic event
80%

70%

20%

Revenue Profile for International and Domestic Events (average)

80
70
60
50
40
30
20
10
0

Sponsorship Fees

Ticket Sales Revenue

International Event

Domestic Event

(Source : Industry Estimates by FICCI)

In terms of cost, artists remuneration accounts for 40% of the costs and production expenses
such as erection costs of the stage, lights and sound, and operating expenses such as travel and
stay expenses of the troupe, freights expenses, etc. account for the balance. This cost profile is
the same for domestic event as well as an international event.

17

GRAPH II
Cost profile for international and domestic events (average)

Artists remuneration
Prodn and operation cost

International event

Domestic event

40%

60%

60%

40%

Cost Profile for an International Event

Cost Profile for an Domestic Event

(Source : Industry Estimates By FICCI)

18

CURRENT SCENARIO

Today, Event Management has emerged as one of the fastest growing industries in
India, and a career in event management is not only lucrative but also glamorous and
challenging. Events are now acknowledged as a tremendous image multiplier option
leading to greater development. As a result, opening brighter and prospective career
opportunities for the new age career seekers.
India has just hosted Commonwealth Games and ICC WORLD CUP in the year 2010 and
2011 respectively, and India is also going organise IPL in April 2013.
What does this mean to the Event Industry?

It means jobs. It means shortage of people with the skills required to execute an event of the
enormity.
The organized industry has grown from around Rs 1876 crores during 2009 to be a 3628
crores industry in 2012. the live entertainment and event management segment has
demonstrated an overall growth over 52%. As this segment, which is still in its infancy,
becomes an increasingly important part of the media pie, it is expected to demonstrate a
growth of 30% pa over the next five years, in effect, more than doubling its size to
approximately Rs 6132 crores by 2014.
And thats just the part, which can be measured and estimated. There are around 10-15 large
players with revenues around or over Rs 20 crores each and many small players- around 70%
of the segment remains unorganized. The event segment as a whole can be divided into
several key sub segments that include corporate events, sports, arts and theatre, felicitations
and contests, festivals and personal events, of these, small operators I the unorganized sector
primarily manage weddings, small corporate events, and festivals which have not been
considered for the purpose of the size and the Indus

19

SEGMENTATION

GRAPH III

Segment wise analysis of organised & unorganised

business of live entertainment

Corporate

Sports

5% 15%
20%

Arts & Theatre

35%
20%

5%

Felicitation & Contests Festivals Personal

(Source: Industry estimates, Ernst & Young Research)

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21

Key Issues & Challenges

Besides generating revenues directly through sponsorships and ticket sales, an event also has a
strong ripple effect on the economy. In case of a visiting foreign artist, GoI receives income
tax revenues from the artist. The state government receives entertainment tax from the sale of
tickets. The city municipality receives revenue in the form of hire charges for the stadium or
ground where the event is held. The event involves a large number of people traveling to the
venue. For instance, people from all over the country traveled to Bangalore and Mumbai for
the Bryan Adams concert. Therefore, such an event gives an immense boost to the local
industry such as hotels, restaurants and transport as well as national industries such as airlines,
railways and logistics. Despite its revenue potential and spin off benefits, the industry is
facing several issues that are impeding its growth. These are discussed below.

Entertainment tax
The entertainment industry has to pay two main taxes namely entertainment and service taxes.
The entertainment tax in India is much higher than in other Asian countries and varies from
state to state. It varies from 15% to 110%. The industry has appealed to the government to
levy a uniform entertainment duty across India. This is perhaps the biggest hurdle the industry
is facing currently. While event managers wish to hold events in more cities, the high rates of
entertainment tax on ticket sales in certain states are forcing them to avoid such states. For
instance, according to industry sources, Mumbai has become quite unfavourable for events
owing to a tax rate of 45%. On the other hand, Chennai and Bangalore has become a preferred
venue primarily because of a low tax of 15% and 30% respectively.
A high tax rate makes events unviable and therefore, states that charge high rates will lose out
on events, and potential tax revenues from such events. In contrast states that charge lower
rates would attract more events and benefit from higher tax revenues. Hence, it is but clear
that several states need to reduce their tax rates in order to become favourable destinations for
events.
22

Global Comparison
In developed countries in the west i.e. the USA, Canada and European countries, live
entertainment is a very organized and advanced industry. Most individual artists/
entertainment troupes perform anywhere between 60 to 80 shows in these markets. For
example, Depeche Mode, in the year 2000 from June 15 to November 05, performed 81
shows between Europe and North America, which total tickets sales of US $ 1.08mn. Besides
music, there are also events for children like the Barney Circus tour, The Walt Disney Circus
Tour, Magic Shows and a variety of other live entertainment events. On an average in a year,
there are about 180 live entertainment shows in these markets playing at multiple venues,
cities and countries. The live entertainment business is also closely linked to the record music
labels, which work in tandem to promote and sell the music albums of popular artists. Besides
western countries, the two other significantly established markets are Japan and Australia, and
fast catching up with them are Singapore, Hong Kong and Bangkok.
GRAPH IV
Entertainment tax for live events in certain states
State
Jharkhand
Andhra Pradesh
Maharashtra
Kerala
Uttar Pradesh
Bihar
Karnataka
Tamil Nadu
Jammu & Kashmir
Rajasthan

Tax Rate(%)
110
20
45
30
60
50
30
15
Nil
Nil

23

120

100
Jharkhand
Andhra Pradesh

80

Maharashtra
Kerala
Uttar Pradesh

60

Karnataka
Tamil Nadu

40

Jammu& Kashmir
Rajasthan

20

Bihar

0
Tax Rate

(Source : Filmtvguildindia)

Withholding tax on foreign artists remuneration

As per existing regulation, the event manager is required to deduct tax at the rate of 30.6%
from the remuneration paid to a foreign artist. In most cases, artists require event managers to
bear this tax burden, as a result of which events often become a non-starter. Given this
scenario, India has the potential to host many more international events every year provided
GoI reduces the withholding tax rate to a more reasonable level. More events would mean
higher tax revenues for the GoI despite the reduction in tax rate. Simultaneously, it would also
give a great fillip to the live entertainment business in India.

24

Regulatory clearances for events

There are several clearances required at the central level (for an international event) and the
state level, for organizing an event. While the single window clearance facility with RBI has
vastly facilitated central clearances, decentralization would speed up the approval process. At
the local level, according to industry, on an average, 18 different approvals are required from
various agencies for staging an event. State governments need to realize that they stand to gain
substantially (in terms of higher entertainment tax revenues) if they make it easy and simple
for event managers. A significant reason for Bangalore attracting many events is the helpful
attitude adopted by the State government and city authorities towards the event management
industry. Clearly the need of the hour is rationalization of taxes to a more manageable level of
around 10%-15% across all states.
Service tax
The rate now proposed by the Budget is 12.36 percent of service tax. This will have a
detrimental effect on industry. Even if the industry passes the tax on to the clients, from the
viewpoint of the client this would only desist clients from spending on events.
The Government has budgeted a target of Rs 180,141 crore towards service tax for 2013-14
on the back of the enhanced rate.
Infrastructure
Industry experts believe that there is a need for large, international quality facilities in all
major cities in India, supported by a network of hotels and domestic transport. This is because
the current infrastructure in the form of event venues of international quality and size is not
adequate. Mumbais largest auditorium, the 2800 seater Shanmukhananda Hall is generally
booked for over 95% of the year.

25

Quality of services
Quality of event execution remains poor in the main, as it is seen in the form of shabby sets,
poor equipment and inadequate facilities provided during events what event managers
attribute to the chalta hai! attitude. Specialization is clearly the way forward.
Specialization is clearly proportional to the quality of the event, which in turn provides more
option to the customer and even reduces cost. It also results in the availability of better event
technology (lights, mechanics, fireworks etc), an arena which India is now catching up with
the West. However, the lack of adequate number of specialists in many areas of event
management still needs to b addressed.
Training
Training is another key initiative, which is required to improve the quality of output. A
number of institutes like The Event management development institute (EMDI), National
institute of event management, Mudra institute of communication etc provide part time and
full-length courses in event management. Fresh talent is generally absorbed directly into
industry.
Promoter driven events
With the expected increase in the number of promoter driven events a few years down the line
(where ticketing revenues are larger than sponsorship revenues) risk will devolve on the event
manager. Correspondingly, the focus will be on the project management to ensure promoters
funds are deployed in correct manner, expenses are authorized and timeless are adhered to.
Desired customer experience
Given the large Indian population and growing per capita income, the demand for event
remains robust. The key driver for success is the ability to provide the desired experience to
customers so that their objectives are met. This can be achieved through ideation, careful
planning and detailed budgeting. The flexibility to change event formats, create new types of
events and execute them within the limitations of available infrastructure and resources
(electricity, security, regulations etc. ) are key to ensure growth in the segment.

26

PEST Analysis of Event Industry

POLITICAL FACTORS

Government regulations policies are not in favor of the industry.

Heaviest tax imposed on the industry.

ECONOMIC FACTORS

Controlled Inflation levels.

Low interest Rates.
Provided further Liquidity.

SOCIAL FACTORS
Changing lifestyle of the people.
Increase in per capita income of the people.
Rise in Demand for organized events project.

TECHNOLOGICAL FACTORS

Internet revolution.
Increase of Media intervention.

27

FUTURE PROSPECTS

It appears that the future growth of the event industries, be it concert rock, pop or filmi,
award ceremonies or the likes, hinges on two critical factors rationalization of laws and
regulations by the government to facilitate a health growth of this industry and a mindset
change amongst audiences long used to freebies to pay for their entertainment., initiatives like
the Event Management Association are positive steps already initiated by the industry players.

The huge potential for this industry needs to be harnessed through improved product quality,
which can be achieved through a sharper focus on meeting customer needs. Alliances with
international event management companies, technological up gradation, and innovative
ideation are the cornerstone for growth.

As the company grows, assets like technology, stage, materials etc may be acquired to cut
costs in the long run. Therefore, investment required may increase to include other assets like
sound and light systems that are being outsourced. As the company becomes event savvy,
more companies will budget for events in annual plans in the future. Currently, the profit
margin is 15% annually, however with the growth of EMCs and the price wars will see
profitability fall.
As Michael Menezes, MD Showtime Events puts it, the current year has been good and
things can only get better!
On account of these factors the industry is expected to grow at a healthy rate of 30% per
annum over the next 5 years, to a size of Rs 23.62bn in 2014.

28

CHAPTER THREE
COMPANY PROFILE

29

A Brief History Of Quizcraft Global Knowledge Solutions

From the turn of the 21st century, we have preserved to make quizzing accessible to one and
all, across institutions and industries. It is now recognized as a powerful tool for branding,
awareness building, social engagement, and human resources enhancement. They take pride
in their pioneering contribution to the formalization of the knowledge industry. They Are
Quizcraft Global .
Quizcraft Global Knowledge Solutions is an exciting new venture by Adittya Nath Mubayi
and Mudita Chauhan-Mubayi, who earlier co-founded Quizcraft Events and consolidated it
into one of the strongest brands in the Indian knowledge industry through the 2000s. They
work with the conviction that knowledge is power and they must catalyse the discovery of
knowledge in as many people as possible. In this endeavour, they create programmes for
audiences as diverse as students, corporate, embassies, institutions, physically challenged
individuals, and the underprivileged. Their team works at all aspects of the project from
conception, outreach, design, execution, to conduction-to ensure that everyone involved in the
programme benefits to the highest degree and goes away feeling fulfilled and happy.
They are sold on the idea of accessible knowledge and committed to the vision of inclusive
quizzing. they want to make everyone aware of and proud of what they know and what they
can do with that known do with that knowledge.

30

What they do
Quizcraft Globals portfolio encompasses live shows, TV programmes, online contests,
print and radio campaigns, books and social media seeing. Be it formal inter-institutional
quizzing on technology or business, academic quizzing on Shakespeare or Indian
heritage, informal pub quizzing on superheroes and Harry Potter, or thematic pop-up
quizzes at literary festivals, we bring our band of professiomalism to every event. Clients
from worlds of education (school and university), governments (India, USA, UK, Japan,
Sweden), companies (Jaypee Group, DK India, Tata Motors), institutions (Indian Army,
Indian Air Force, Bureau of Indian Standards), NGOs and even Tihar Jail have all been
beneficiaries of our expertise with spectacular results.
In Events Management, we believe that there is no better business referral than that given
by a satisfied customer. That's why we are committed to finding out what exactly our
customer's needs are.
They are committed to deliver solutions that meet their need and with complete
satisfaction. Relationships are a key for getting faith of the customers for our company.
They pride themselves on perfection, professionalism and a personalized experience. As
an integrated marketing and communications company we understand the diversity of the
eventing landscape and will act as your guide as we take you into new awe-inspiring
territories. The company has the ability to provide all the services required for a new or
any established event which look and feel like a World Champions.

31

How they work

Step 1: Requirements
In this initial interactive stage, project requirements and objectives are developed and
refined. We work together to target objectives, create an initial SWOT analysis and create
an Artistic Proposal based on your objectives. This Artistic Proposal is a type of story
board meant to show general direction. The preparation for this requires a team effort
between the key decision makers and our designer. We need approx 1hr meeting/phone
discussion with your team and approx 7 working days latter a personal presentation with
the final decision makers. Once a basic idea has been agreed we begin step 2. (Note
before the artistic proposal can be presented we require a basic confidentiality
agreement. Should a full proposal requiring detailed budget breakdowns, renderings etc
be required a basic proposal fee (Hk$5000up) will be charged, this fee less any expenses
will be deducted from final bill.)

Step 2: Design
During this phase, emphasis is placed upon the "manufacturing" design process to
establish blueprints for necessary locations, and drawings for presentation. Appropriate
reviews are calibrated against meeting objectives in order to keep the design phase on
target. Once an agreement is reached we start production.

Step 3: Production
It is during this phase that the actual construction of all items take place. For instance;
hotels booked, film and video shot, music scored, transportation arranged, staging
constructed, menus finalized, entertainment booked, agendas manufactured, costumes
created etc.

32

Step 4: Implementation
The Event General Manager and the Events Management & Production Team, are on-site
to bring all elements together for a successful event. Load-in, set-up, rehearsals, and
adjustments are made to completely satisfy your requirements. This is where our
experience and attention to detail come together to deliver a flawless project.

Step 5: Evaluation
At this phase, your event is analyzed comparing audience reaction against the stated
objectives of your event. The evaluation, along with a complete financial statement, is
then packaged for management use. This information is invaluable to our clients for
measuring the impact of their event's objectives while learning about marketing and
opportunities for the future.

Over the last decade, Quiz Global team has powered 3000+ knowledge shows across
the world and created innovative formats and challenging content for the live events, TV,
reality programmes, web portals, books, apps and mobile telephony. We have a cloud of
content providers and technical/production vendors in Indian and overseas. Apart from
in-house quizmasters, we also arrange for celebrity hosts. We bring to our clients and our
programmes immense experience and immeasurable passion.
In 2015, Quizcraft Global is poised to consolidate its decade-plus experience and
diversify into newer formats of conetnt delivery and programming while maintaining its
core focus on knowledge solutions and quizzing concepts.

33

Our company, Quizcraft, designs and conducts quizzes for various clients across
India. This includes schools, colleges and corporate clients- both from private as well as
the public sector.
Quizcraft was founded by Adittya Nath Mubayi, who have worked on most of the
prestirious game shows on Indian TV including Kaun Banega Crorepati and BBCs
Mastermind India.
Quizzing is a very effective means of employee engagement and training; since it
combinesa quest for knowledge with entertainment, team building, peer recognition and
last, but not least, management recognition!
A company can assist anyone in creating and organising intra-corporate quizes at various
locations (as per their companys organizationlal structure). It will take on the entire job
of organizing the quiz and provide them with an end to end solution; including
providing the equipment, print collaterals, etc.
These Quizzes would allow everyone to test the levels of awareness amongst their
employees in areas that their organization wants to focus on. Additionally they could be
used to promote new products and programmes.

34

Our Clients

35

36

Mission Vision & Values Statement of the Quizcraft Global

Our Vision:
To create innovative world-class experiences that connect, educate and inspire.

Our Mission:
We are committed to ensuring you receive tailored event solutions that bring exceptional
results. We ensure the process, planning and execution is implemented with ease and
fluency for our clients internal staff. We want you to not only love the experience of your
event, but also the experience of working with us!

Our Values
Integrity
37

We maintain integrity in all our interactions and partnerships with others, whether
employees, clients, prospects or third parties.
Solutions
We strive to continually enhance, improve and increase value to our clients by striving to
provide desired tailored event solutions. The knowledge, experience, capabilities and key
learnings of our team are continuously enhanced, giving us the leading edge.
Authenticity
We strive to be authentic in our dealings with others, whether employees, clients or third
parties. Our genuine approach helps us to foster trust in the many connections and
partnerships we form.
Passion
We offer superior customer service. We are passionate about doing our best and
improving the things we do.

SWOT ANALYSIS

Strengths:

Sales and profits have grown steadily.

Has a good reputation for quality.

Able to react to changing conditions effectively.

Good relationship with clients.

Weaknesses :

38

Lack of marketing expertise

Less Experience in the business

Opportunities:

New management team, wanting to improve overall organizational effectiveness

through

organizational development and cultural management programs.

A developing market such as the Internet.

Threats:

Price wars with competitors.

Heavy taxation imposed by the governments (Entertainment tax).

39

CHAPTER FOUR
RESEARCH METHODOLOGY

40

Title of Research

An assessment of Progress and Prospect Of Quizcraft Global Knowledge Solution

Statement of the Problem

The main objective of my study is to find the main strategies, policies used & various
sales promotional activities of Quizcraft Global Knowledge Solution.
Without proper forecasting & proper material handling Event Management would end up in
problems like wastage of food due to less people coming in or fire in the pandal or food
poisoning . These problems many a times put the families into financial trouble after the event
(Example: wedding).
Most importantly, for an Event Management to be a success it requires a lot of understanding of
the logistics and the required skill set of the people involved in all these activities. Due to lack of
knowledge among people and the concept of Event Management being very new, it usually tends
to lose its importance. Finally, the point to be noted here is that, there is cost element involved in
it. The statement of the problem includes:

Lack of understanding the sources through which the company information is being

carried forward.
The need of understanding the frequency of service requirement
Need of understanding the competitors and their market as well as their USP and

measures of differentiating service.

Need of understanding the expectations and the fulfillment of those among the customers.

41

Need of the Project

The need of the project is to study and analyses certain issues in event marketing and
event management (with particular reference to Quizcraft Global Knowledge Solution),
which need further attention. And some suggestions have been given to make the Event
Marketing and event management more effective in order to utilize its full potential and
serve the objective of an event and be mutually beneficial for the Company and the
customer.

Objectives of the study

1. To study the progress and prospects of Quizcraft Global Knowledge Solution in
terms of customer service in the event management industry.
2. To identify the problems associated with event marketing in context to Quizcraft
Global Knowledge Solution.
3. To understand customer requirements and satisfaction level.
4. To offer suggestions for improvement to make it a more productive investment for
the company.

Scope of the study

1. To understand the short coming of event marketing and event management.
2. How these are perceived today.
3. Problems faced by Quizcraft Global Knowledge Solution.
4. Understand and manage the event in the best and effective way so as to increase
the productivity of the company.

42

Limitation of the Study

1. The study was confined to the New Delhi.
2. The finding of the study are time bound as the survey was based on opinion which
are liable to change on time and hence a review of the findings might be required
while using the study on extended time interval.
Some data might have got overlooked due to the above stated reasons.

43

CHAPTER FIVE
DATA ANALYSIS AND
INTREPRETATION

44

ANALYSIS & RESEARCH FINDINGS

DATA ANALYSIS
The present study has been undertaken to get the first hand exposure on the mindset of
clients of Quizcraft Global Knowledge Solution towards the company and their
involvement in events as and when they come across, if any.
A questionnaire was designed keeping in mind the requirements for study & analysis of
my thesis for comparing the hypothesis with the outcome of this survey.
A general survey conducted with a sample size of 50 respondents revealed the following
facts regarding the mindset of people towards the Quizcraft Global Knowledge Solution
in managing and organizing event.
This survey also gave scope to take necessary steps for organizing an event at right place,
right time and in front of the right target audience.Now, Lets have a look at what clients
of Quizcraft Global Knowledge Solution feel about company.
GRAPH 1

Features of Company that forced you to use their services.

Features

Saved time and money

Respondents

13

Percentage

26%

45

Improved business and

17

34%

Creativity

10

20%

Branding

10

20%

Total

50

100%

revenue

Feature of Company that forced you to use their services

40%
35%
30%
25%
20%
15%
10%

Feature of Company that forced you to use their services

5%
0%

46

ANALYSIS:
From the above table it is understood that the features of the company that forced the
respondents to use of the service of the company were, 20% of respondents replied that it
saved their time and money, 34% for improved business and revenue, 20% for their
creativity and 20% on the basis of branding.

INFERENCE:
From the above graph it can be inferred that the majority of respondents chose Quizcraft
Global Knowledge Solution because it saved their time and cost.

GRAPH 2

Which service is used by the clients when they want to organize any event.

Services

Respondents

Preference in %

Promotional Activities

15

30%

Theme Based Events

14%

Corporate Meetings

12

24%

Stage Setup

18%

47

Product & Brand Launch

14%

Total

50

100%

services used by the clients when they organize any event

35%
30%
25%
20%
15%

services used by the clients when they organize any event

10%
5%
0%

48

ANALYSIS:
From the above table it is understood that the service use by their clients when they
organize any event were, 30% of respondents use it for promotional activity, 14% for
theme based events, 24% for Corporate meetings, 18% for stage setup and 14% for
product and brand launch.

INFERENCE: From the above graph it can be inferred that the majority of respondents
use the service for promotional activity.

GRAPH 3

From where you came to know about the Quizcraft Global Knowledge Solution.

Source of Information

Respondents

Percentage

Newspaper

14

28%

Banners

16%

Internet

11

22%

49

Referral

17

34%

Total

50

100%

Source of Information
40%

35%

30%

25%
Source of Information
20%

15%

10%

5%

0%
Newspaper

Banners

Internet

Refferal

50

ANALYSIS:
From the above table it is understood that the sources from where the respondents come
to know about Quizcraft were, 28% of respondents come to know from newspaper, 16%
from internet, 22% from referral and 34% from referral.

INFERENCE:
From the above graph it can be inferred that the majority of respondents come to know
about the company from referral.

Graph 4
How often the services are availed by the clients
Frequency of availing the

Respondents

Percentage

Quarterly

19

38%

Half Yearly

15

30%

Yearly

12%

Occasionally

10

20%

services

51

Total

50

100%

Frequency of availing the services

40%
35%
30%
25%

Frequency of availing the

services

20%
15%
10%
5%
0%
Quarterly

Half Yearly

Yearly

Occasionally

ANALYSIS:
From the above table it is understood that the frequency of service availed by respondents
were, 38% on quarterly basis, 30% on half yearly basis, 12% on yearly basis and 20% on
occasional basis.

INFERENCE:
From the above graph it can be inferred that the majority of respondents avail the service
on quarterly basis.
52

GRAPH 5

How would you rate the quality of service of Quizcraft

Opinion

Respondent

Percentage

Excellent

15

30%

Good

20

40%

Average

12

24%

Bad

6%

Total

50

100%

53

Quality of Service

Excellent
Good
Average
Bad
Terrible

ANALYSIS:
From the above table it is understood that the quality of service of Quizcraft were, 30%
excellent, 40% good, 24% average, 6% bad.

INFERENCE: From the above graph it can be inferred that majority opinion of response
about the company are good.

54

GRAPH 6

To what extent do you feel that the service is as per your requirement.

Opinion

Respondent

Percentage

Almost all requirement

15

30%

Most of the requirement

28

56%

Some of the requirement

10%

None of the requirement

4%

50

100%

Total

55

Response about the service as per the requirement

Almost all requirement

Most of the requirement
Some of the requirement
None of the requirement

ANALYSIS: From the above table it is understood that the opinion response about
requirement fulfilled by the company were as, 30% almost all the requirement, 56% most
of the requirement, 10% Some of the requirement and 4 % none of the requirement.

INFERENCE: From the above graph it can be inferred that majority opinion of response
about the enquiry about company fulfilling the requirement of client are most of the
requirement.

56

GRAPH 7
In future, would you like to avail similar service from us.
Response

Respondents

Percentage

Yes

33

66%

May be

15

30%

No

4%

Total

50

100%

Response about availing similar service in future

Yes
May be
No

ANALYSIS:
From the above table it is understood that the opinion response about availing service of
the company in future were, 66% yes, 30% may be and 4% no.

57

INFERENCE: From the above graph it can be inferred that the majority of respondents
would like to avail the service of the company.
GRAPH 8

Would you recommend our service to anyone else.

Response

Respondent

Percentage

Yes

35

70%

May be

12

24%

No

6%

Total

50

100%

Respose about recommending the service to others

Yes
May Be
No

ANALYSIS: From the above table it is understood that the opinion response about
recommending service to others were, 70% yes, 30% may be, 6% no.

58

INFERENCE: From the above graph it can be inferred that majority opinion of response
about recommending service to others are yes.
GRAPH 9

If not Quizcraft than which company you would prefer.

Competitor

Respondent

Percentage

A-ZONE EVENTS

23

46%

RED CHILLY EVENTS

AND MEDIA

14

28%

SALEEM EVENTS AND

PROMOTIONS

16%

SS MEDIA
CONSULTANTS

10%

Total

50

100%

59

Competitor Analysis
50%
45%
40%
35%
30%
25%
20%
15%
10%

Competitor Analysis

5%
0%

ANALYSIS:
From the above table it is understood that the opinion response about choosing
competitor on the basis of level of satisfaction were as, 46% A-Zone events, 28% Red
Chilly events and Media, 16% Saleem events and promotion & 10% SS Media
Consultants.

INFERENCE:
From the above graph it can be inferred that majority response about choosing competitor
on the basis of level of satisfaction is A-Zone events.

60

CHAPTER SIX
FINDINGS,
RECOMMENDATION AND
CONCLUSION

61

FINDINGS

The research done on this study left us with a number of findings. All findings and
conclusion are basically drawn from the questionnaires, which were filled by the
respondents.

Providing quality and timely services.

Helps the business in increasing revenue.
Referral which means word of mouth is best advertising tool for the company.
Less number of competitors in the market.
30% of the customer are highly satisfied with the service of the company.
40% of the customer are satisfied with the service of the company.
24% of the customer are less satisfied with the service of the company.
6% of the customer are not satisfied with the services of the company.
Responsiveness of the employees and schedule adherence of the company needs
to be improved further.
Company needs to improved on timely services there by building its brand name
and also the price charged by the company should be reduced to some extent.

30% of the respondents use the service of the company to promote their products
and services.
62

 24% of the respondents use the service of the company to arrange corporate
meetings.

26% of the respondents opt for company services as it help them in saving time
and money.

34% of the respondents opt for the services of the company as it helps them in
increasing business and revenue.

30% of respondents got to know about the Quizcraft through Referral.

36% of the respondents have noticed improvement in the quality of the service by
Quizcraft.

38% of the respondents avail the services of the company on the quarterly basis.

46% of the respondents prefer the service of A-Zone Events other than the
Quizcraft.

70% (including excellent and good feedback) of the respondents have good
opinion about Quizcraft.

63

 60 % of the respondent is dealing with Quizcraft for 2 years.

56% of the respondents feels that most of the requirement are fulfilled by the
company.
66% of the respondents like to avail similar services in the future from Quizcraft.

70% of the respondents will recommend the service of the company to others.

RECOMMENDATION

After studying various areas in the course of the project I would like to place forward the
following recommendations.
64

 Referral i.e., word of mouth is best advertising tool for the company, So the
company needs to focus more on fulfilling the requirement of the clients

The service can also improve equally with competitors. Most of the customers
looks for quality services.

They can focus on the competitors also to have a close look on their strategies.

Responsiveness of employees need to be improved further.

The company can improve their relationship with clients by giving them corporate
gifts and discounts.

Improve the advertisement activities such as Banners, Posters, Hoardings and

Internet to increase their brand visibility and brand value.

Companies need to focus on some particular kind of events that they will
organize, this will help them gain proficiency in their field, ultimately leading to
cost saving.
People should be made aware about the concept through proper media coverage
telling them about the successful events and the benefits.

People should be made aware about the fact that hiring an event management
company would help them save time, efforts and cost.
65

CONCLUSION

From the study it is concluded that majority of the respondents are satisfied with the
services of the Quizcraft Global Knowledge Solution.

66

The project helps the Quizcraft to know about their clients satisfaction level, So the
Quizcraft can take the required steps to overcome the problems of the customers.

In Case of Quizcraft Global Knowledge Solution, the efficiency and the quality of
services provided by the company is highlighted to the customers in order to attract them.
This can only be done by words of mouth, referrals of the customers and advertising.

The study was aimed at scenario of the event management industry in New Delhi. The
survey results may help the company to understand about the customer or the various
challenges of event management industry in New Delhi.

To conclude the above mentioned finding are to be viewed seriously and if implemented
where ever applicable shall do well to the company.

67

CHAPTER EIGHT
ANNEXTURE

68

QUESTIONNAIRE
COMPANYS NAME

EMAIL

1. What is the feature of Company that forced you to use their services?
a) Saved time and money
b) Improved business and revenue
c) Creativity
d) Baranding

2. Which service is used by you when you want to organize any event?
a) Promotional activities
b) Theme Based Events
c) Corporate meetings
d) Stage setup
e) Product and brand launch

3. From where you came to know about the Quizcraft?

a) Newspaper
b) Banners
c) Internet
d) Referral

4. How often you avail the services from Quizcraft?

a) Quarterly
b) Half yearly
69

c) Yearly
d) Yearly

5. What is the most important reason for choosing Quizcraft?

a) Quality services
b) Timely service
c) Brand name
d) Limited choice
e) Cost effectiveness

6. What improvement you have noticed in your engagement with Quizcraft?

a) Enhanced quality
b) Schedule adherence
c) Understanding of requirement
d) Responsiveness of employees

7. How would you rate the quality of service of Quizcraft?

a) Excellent
b) Good
c) Average
d) Bad

8. To what extent do you feel that the service is as per your requirement?
a) Almost all the requirement
b) Most of the requirement
c) Some of the requirement
d) None of the requirement

9. Would you recommend the service of Quizcraft to anyone else?

a) Yes
b) May be
c) No

70

10. In future, would you like to avail similar service from us.
a) Yes
b) May be
c) No

11. If not Quizcraft than which company you would prefer.

a) A-ZONE EVENTS
b) RED CHILLY EVENTS AND MEDIA
c) SALEEM EVENTS AND PROMOTIONS
d) SS MEDIA CONSULTANTS

12. How you will rate the Quizcraft services on the scale of 1 to 10?
(Open answer)

71

CHAPTER SEVEN
BIBLIOGRAPHY

72

BIBLIOGRAPHY

1. Event Management and Marketing by Sanjaya gaur and Sanjay Saggere

2. The Indian Entertainment Industry by Ernst & Young
3. Festival & Special Event Management by Johnny Allen
4. Marketing Management by Kotler Philip
5. Webliograpthy
www.quizcraftglobal.com
www.event4u.in
http://www.filmtvguildindia.org
www.ficci.com
www.eventmarketer.com
www.marketersadvantage.net/articles.htm?k=Network%20Marketing
www.marketingnpv.com
www.india.gov.in/business/growing_business.php
www.hindustantimes.com
www.businessknowhow.com

73