CHAPTER - 2

RESEARCH DESIGN

2.1 – TITLE OF THE STUDY

A study on Event Management with Special Reference to Ace Productions Bangalore.

2.2 – STATEMENT OF THE PROBLEM

Event management is an ever-present word in contemporary society which is used for small
business breakfasts, large corporate shows and also for big international sport events, such as
the Olympic Games. Event management involves studying the particulars of the brand,
identifying the target audience, devising the event concept, planning the logistics and
coordinating the technical aspects before actually launching the event and is considered one of
the strategic marketing and communication tools by companies of all sizes which is growing
at a rate of three times that of traditional advertising. It is a form of brand promotion that ties a
brand to a meaningful athletic, entertainment, cultural, social or other type of high-interest
public activity. The purpose of this study is to identify and examine budding trends in event
management with the help of the company Ace Productions and determines the research gaps
in this field for future researchers.

2.3 – REVIEW OF LITERATURE

(Oxford, 1990; Gani et al., 2015) Events and families have become stronger and demand
generators, and hence play a significant role in the contribution to tourism, leisure and
hospitality industries.
(Silva R.D and Graham S, 2015) Events and festivals have become strong demand
generators, play a significant role, and make a considerable contribution to the Tourism,
Travel, Leisure and Hospitality industries
(Rajprasit,K, Hemchua S (2015) The event industry is emerging as a strong participant in
the Indian economy but the literature on event management is still in its early stages of
development in comparison to other service industries.
(Shrestha etal.,(2016) An event is run exclusively for a particular trade or industry and
provides a forum for the exchange of information between companies and potential clients.
2.4 – OBJECTIVES OF THE RESEARCH

1. To understand Event Management in detail

2. To differentiate different kinds of events

3. To understand client requirements in terms of event experiences in order to benefit both

4. To assess the role of vendors and third-party contracts during the execution of events

5. To assess the role of marketing in order to tap into the right clients for a long term,
sustainable growth of Event Management as a whole

2.5 – SCOPE OF THE RESEARCH

1. This study includes the customers in Bengaluru and its surroundings

2. It shows the demand for this industry

3. It shows the planning process and the types of events

4. It shows the ways to survive in this market

2.6 – LIMITATIONS OF THE STUDY

1. This study is limited to the views of people based only out of Bangalore.

2. This research paper only focuses on event management and only in reference to Ace
Productions.

3. The analysis is based on only the respondents.

4. This study does not focus on why the consumers pick the planner they pick.

5. This study is purely for academic purposes.

2.7 – METHODOLOGY

i)Types of Research: -Descriptive Research A statistical study to identify patterns or trends in

ii) Sample Methodology: - Convenience sampling is the sampling method used for this
research. Convenience sampling is a type of non-probability sampling that involves the sample
being drawn from that part of the population that is close to hand. This type of sampling is most
useful for pilot testing.

iii) Sample Size: - The sample size of the data is 100 respondents.

iv) Types of Data collection: - Primary and secondary data is the one referred for data
collection

Primary Data collection: -Primary Data for the survey has been collected through survey
questionnaire prepared and administered to the respondents. It also includes personal
interaction with the officials and salesman of company. Secondary Data collection: - These are
the data which have been collected and completed for another purpose for further research.
Secondary sources consist of compiled statistical statement and report whose data may be used
by researchers for their studies. It comprises the use of internet, textbook etc.

v) Research Instrument: - The data has been collected with help of questionnaire. A
questionnaire is a set of questions that are given to people in order to collect facts.

vi) Plan of Analysis: - The data has been tabulated and numbered for the purpose of analysis.
Percentage has been calculated for all tablets and different charts have also been prepared. On
the basis of analytics, influence has been drawn. Summary of findings have been and suitable
suggestion have been given to improve the service provided by Ace Productions.

2.8 OPERATIONAL DEFINTIONS OF THE CONCEPT

1) Market Potential Market potential is the entire size of the market for a product at a specific
time. It represents the upper limits of the market for a product. Market potential is usually
measured either by sales value or sales volume. Market potential is just a snapshot in time. It's
a fluid number that changes with the economic environment.

2) Market Marketing is the study and management of exchange relationship. It is the business
process of creating relationships with and satisfying customers. Because marketing is used to
attract customers it is one of the primary components of business management and commerce.
Marketers can direct product to other business (B2B marketing) or directly to consumers (B2C
marketing). Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.
3) Marketing Strategy A marketing strategy refers to a business's overall game plan for
reaching prospective consumers and turning them into customers of the products or services
the business provides. A marketing strategy contains the company’s value proposition, key
brand messaging, data on target customer demographics, and other high-level elements. A
carefully cultivated marketing strategy should be fundamentally rooted in a company’s value
proposition, which summarizes the competitive advantage a company holds over rival
businesses.

4) Social Media Marketing Social media marketing is the use of social media platforms
and websites to promote a product or service.[1] Although the terms e-marketing and digital
marketing are still dominant in academia, social media marketing is becoming more popular
for both practitioners and researchers. [2] Most social media platforms have built-in
data analytics tools, enabling companies to track the progress, success, and engagement of ad
campaigns. Companies address a range of stakeholders through social media marketing,
including current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a strategic level, social media
marketing includes the management of a marketing campaign, governance, setting the scope
(e.g., more active or passive use) and the establishment of a firm's desired social media
"culture" and "tone."

2.9 – CHAPTER OVERVIEW

Chapter 1: -Introduction

This chapter includes the theoretical background of the study described in details.

Chapter2: -Research Design

It includes the title of the study, statement of the problem, objectives, scopes, limitations,
methodology of the study and chapter overview.

Chapter 3:-Company Profile

It includes the data of the company such as type,nature, organizational chart,board members
and other detailed information of the company.

Chapter 4:-Data analysis & interpretation

This chapter covers the analysis and interpretation tools which includes graphs and tables.
Chapter 5:-Summary of findings and conclusions

It consists of summarized outcomes and understanding of the study

Chapter 6:-Suggestions

This chapter provides suggestions and solution for the company to improve.

Appendices & annexures:

It consists of all the useful materials collected from the company.