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1. Event Management
Mayank Dixit

2. Summary
History
Market Overview
Market Players
Activation
Intellectual Properties
Way Forward

3. Events, been around for years.

4. Today would have looked like this -
Pepsi
presents
The last supper
In association with
Indage wines
Official hosts – The Renaissance Hotel.

5. Event Management- History
Events are a commonplace, everyday occurrence.
Songs, dances, food festivals and carnivals are different expressions of Events.
It’s so common that we fail to recognize it
Births, baptisms, Annaprasan, engagements, marriages and deaths are socio-
religious events, across all socio-economic and socio-cultural groups.
Traditional events- Surujkund Craft Mela, Puri’s chariot
festival, Ganesh Utsav, Pushkar Mela, Kumbha Mela.

6. Events as it
was in the
• The first event managers
• Pandal contractors
beginning
• Caterers
• Sports organizations:
Hockey, Cricket, Wrestling
• Circuses
• Music Troupes
• Theatre producers
• Sound / light wallas

7. Events in India
One billion birthdays
Millions of festival celebrations
50 crore weddings, mehndi’s, sangeets, engagements
And a few million corporate events…..

8. Were we a by-product?
• Industry – gave us exhibitions – Birth of
Pragati Maidan
• The “commercialization” of culture: Clubs
and hotels saw the possible profits from
Valentine’s Day, Festivals, New Year and so
on
• Film – Bollywood shows, Film Award nights
• Sports – World Cups, Asian Games, Tennis
Championships

9. Then…..
• With new demands and expectations from the consumer, budgets
increased exponentially
• Unable to meet budgets, organizers approached corporates for
sponsorship
• Corporates, in turn, wanted more professionalism, more
differentiation, better production –
• giving birth to the modern Indian Event manager

10. The birth of the e-factor
• Entertainment is everywhere
• Everyone wants to be entertained.
• Corporate houses realise this.
• Corporates start talking events.

11. • International brands
entering the country
• Understanding of below
the line marketing proved
events were a cost
effective way to reach the
consumer
• The satellite television
revolution and the Internet
brought India even closer
to the rest of the world

12. • Now part of the marketing mix
• Budgets specifically allocated
• Result oriented deliverables laid out
• Fresh manpower – fresh ideas
• Education and exposure

13. Indian M&E industry
• The Indian M&E industry grew from INR 652 billion in 2010 to INR 728 billion in
2011, registering an overall growth of 12 percent.
• The industry is estimated to achieve growth of 13 percent in 2012 to touch INR 823
billion, the sector is projected to grow at a CAGR of 14.9 percent to reach INR 1,457 billion
by 2016.
• The advertising spends across all media accounted for INR 300 billion in 2011, contributing
to 41 percent of the overall M&E industry revenues. Advertising revenues witnessed a
growth of 13 percent in 2011 against a marginal decline of 17 percent observed in 2010.
• Print continued to be the largest contributor, accounting for INR 139 billion and 46 percent
of the advertising pie.
• Advertising spends are expected to grow at a CAGR of 11 percent to reach INR 586 billion in
2016.
• The television industry was estimated to be INR 329 billion in 2011, and is expected to grow
at a CAGR of 17 percent over 2011-16, to reach INR 735 billion in 2016.
• Digital media estimated grown in advertising revenues in excess of 40 percent over last year.
Coming in at approximately INR 15.4 billion in revenue in 2011.
• The Radio industry grew at 15 percent in CY 2011 to reach INR 11.5 billion compared to INR
10 billion in CY 2010.
• The OOH grown to INR 17.75 billion in 2011 which amounts to approximately 5 percent of

14. Industry Size & projection
Source-PWC/KPMG FICCI Reports

15. Experiential Marketing

16. Event Management
Event management is to the creation and
development of festivals, events and
conferences. It involves studying the
intricacies of the brand, identifying
the target audience, devising the event
concept, planning the logistics and
coordinating the technical aspects before
actually executing the modalities of the
proposed event. Post-event analysis and
ensuring a return on investment have
become significant drivers for the event
industry.
“Experiential marketing is a concept of
creating experience that integrates
elements of emotions, logic, and general
thought processes to connect with the
consumer.”

17. Segmentation of Event Management

18. Segmentation of Event Management

19. Segmentation of Event Management

20. Segmentation of Event Management

21. Segmentation of Event Management

22. DIFFERENCE BETWEEN TRADITIONAL AND
EXPERIENTIAL MARKETING
Basic characteristics of Traditional Basic characteristics of
marketing Experiential Marketing
•Focus on Functional Features and •A Focus on Customer Experiences
Benefits • Focus on Consumption as a
•Product Category and Competition Holistic Experience
are Narrowly Defined •Customers are Rational and
•Customers are Viewed as Rational Emotional people.
Decision Makers •Methods and Tools are Eclectic
•Methods and Tools are Analytical, •Establish one to one relationships
Quantitative and Verbal
•Cater to Mass Market

23. Events are also known as…
Below the Line
advertising
Psycho Experiential
Marketing Marketing
Spike Lifestyle
Marketing Marketing
Participation
Live Marketing Marketing

24. Event Marketing
• Identifiable target market
• Accurate positioning
• Good channels of distribution
• An effective launch strategy
• Category domination
• Sustaining power
• Delivery of a promise

25. How does it work
The consumer responds to a product offering based on both emotional and rational
response levels and experiential marketing is the best way to establish the connection
with the consume in such a way.

26. How does it work
Experiential activity is proven to:
•Deliver advocacy & talk ability
•Change purchasing behavior
•Positively influence brand perception
-79% of marketers agree that
Experiential marketing makes
consumers more receptive to other
forms of marketing.
-99% of marketers agree "what a
brand does is as important as what a
brand says“.
“Experiential marketing interrupts the purchasing Funnel which has
been long seen as a prevalent model for a consumer's decision making
process”.

27. Market Overview
• India being a country rich in heritage and culture holds numerous events
throughout the year due to this factor there are huge opportunities for growth in
this sector
• Event management industry in India is approximately fifteen to twenty years old
and is gaining momentum.
• During the early part of the 1990s the industry had spent up to Rs. 20 Crores, per
annum on events.
• Year 2003 – over 1000 events were managed out of which 20 were large scale
international quality events.
• Indian event management industry is poised to clock a 25% growth rate, The
market is increasing from INR 15 bn in 2010 to Rs. 24 billion in 2012.
• It was primarily an unorganized market which is slowly transitioning into an
organized structure.
• Increase in corporate and personal occasions needing professionals to manage
them has led to a major demand for event organizers.

28. Market Size & Growth- Organized
Organized Events OOH Radio
4,375
3,500
2,800
2,267 2,308
2,061
1,850 1,840 1,815
1,570 1,500
1,420
1,240
1,050
840
2009-10 2010-11 2011-12 (E) 2012-13 (E) 2013-14 (E)
Source- ERNST & Young Whitepaper 2012

29. The Indian events and activation industry –
what are we?
Events and What we are not…
activation
company
• TV / Film production
Events IP Others • In-house event divisions
of advertisers
Media
amplified
Owned Exhibitions • MICE from pure-play
travel companies
Celebrity
Corporate JV
management • Sports leagues, unless IP
is owned
Activations Managed Etc • Value of IP not owned
• Media value of others’
Personal events

30. Market Characteristics

31. Key Steps in Event Management

32. Event Planning Process

33. Growth drivers – Increased BTL spends
Increase in events and
activation spends by advertisers
More IP
17.8% 19.6%
BTL
ATL Increase Production
cost
in BTL inflation
Drivers
82.2% 80.4%
Regional
Sports
growth
2011-12 2013-14

34. Growth drivers – IP
Services Provided
IP 55%
More IP
(~2 each)
Activations 66%
Managed Events 93% Production
Increase in
cost
BTL
inflation
Company revenues vis-à-vis events Drivers
organized
IP 14%
1%
16% Regional
Activations
34%
Sports
growth
Managed Events 70%
65%
Percentage of total revenue Percentage of total events

35. Growth drivers – Costs
Cost breakup
More IP
Admin
(~2 each)
12%
Payroll
13% Increase Production
cost
in BTL inflation
Direct Drivers
variable
costs
75%
Regional
Sports
growth
Profit margin Debtors days
19% 59

36. Growth drivers – Regional growth
Movement of marketing spends to
non-metro locations
More IP
10 (~2 each)
15
20
Production
Increase in
30 cost
ROUI BTL
inflation
KUT Drivers
Metros
70
55
Regional
Sports
growth
2007 2011

37. Growth drivers – Sports
More IP
(~2 each)
Production
Increase in
cost
BTL
inflation
Drivers
Regional
Sports growth

38. The space for sports
High
Opportunity for Inexpensive BCCL
Costly
event rights, mass IPL
Cost of media
rights, mass
companies media Wimbledon
media
Asian Games
Niche, subscription
Existing space Inexpensive Costly based sports channels
for most event rights, narrow rights, narrow Eg, Golf
companies or no media media
Low
Cost of rights  High

39. Key Drivers
Growth in consumer spending and disposable income
Increase in below the line promotion among establishments
Rising need of organized & structured event
Innovation & specialization of events

40. Key Issues
Market is fragmented with low barriers of entry and rising
number of event organizers
Lengthy procedure for import of equipments
High levels of entertainment tax imposed by the
government
Dependence on industry growth.
Sponsor led business models still prevail
Regulatory clearances for events
Lack of proper infrastructure

41. Key Challenges
• International Trends; Industry is still ignorant to emerging markets , need to keep
close eye on International trends.
• Information Pool; Need to create an information pool where industry can have
ready access of information on venues because reccee cost a great amount of
money and hit the margins/cost.
• The advent of other media; The advent of other media invading into the
activations space is another thing we should look at closely. With Big Bazaar
providing activation solutions to brands together with measurability and
statistics, and radio and print creating activation teams for their clients with the
incentive of promotion through their media channel, this is a real threat.
• Rising rental cost of space; Malls that make for a prime venue for activation are
getting more expensive. As other expenses rise, the first cut suggested to maintain
the budget is the agency’s fees.
• Other factors like use of information technology, develop event measurement
tools, rising demand of activation in KUT/ROUI, Vendor Management &
Outsourcing business model etc.

42. Challenges which haunt the industry now
and in the future
14%
Inadequate event infrastructure
13%
12%
Talent acquisition and retention
15%
Future
Now
11%
Inability to demonstrate ROI
11%
11%
Cumbersome tax structure
17%
Percentage of respondents

43. Voice of your clients
Wish list from your existing events agency
RoI 80%
Proactive ideation 70%
Transparency 60%
National reach 50%
One-stop shop 50%

44. Event Agencies Wish list
Key issues requiring regulatory support
Infrastructure 22%
Easing out permissions 21%
Rationalisation of
21%
entertainment tax
Service tax waiver 20%
Availability of credit 15%
Others 1%

45. EY’s event risk management frameworkSM
Contestant /
Venue and
jury Hygiene
decor
acceptability
Benefit of
Relevance viewership /
participation
Objective
Awareness / Sales Entertainment Timing
Attraction points / Viewership / Trial value /
/ etc knowledge
(Enable
achievement of
objectives) Hype / peer Celebrity
acceptance participation
Hygiene factors
(repel achievement
of objectives if not Participation Rules and Processes &
managed properly) effort regulations credibility

46. If you fail to plan, you plan to fail
Key operating challenges faced by
event & activation companies
Safety 70%
Procurement efficiency /
70%
rising costs
Quality control over large
70%
events
Inadequate
63%
infrastrucuture
Onerous regulations
47%
(permissions, taxes, etc)
0% 50% 100%

47. Proposed approach to demonstrate RoI
Define Set targets Measure Report and
objectives performance course correct
• Awareness • Define • Implement • Analyze
• Sales numeric processes to performance
• Trial targets for the collect against
event's relevant data objectives
• Database
objectives
creation
• Share of wallet
/ preference
Agreed Standard Increased
Open to audit
objectives methodology trust

48. Increase in disposable income has empowered the
young Indian consumer to spend on entertainment
• Growing income levels and households in the
middle and upper class of society has led to an
increase in the aggregate disposable income
• Due to change in lifestyles and restricted time of
individuals at home, most of the young population
prefer management companies to organizing
various events
• Willingness of people to spend on parties and
major events has contributed to the popularity of
live entertainment
• Most predominant event for which individuals
approach an event management company are
weddings
• Wedding market in India is pegged at between
INR 500-600 bn in 2009 and is expected to grow
at 15% p.a.
• This provides a strong opportunity as ~40% of
the market can be tapped in to by event
management players

49. A paradigm shift from above the line to below the line
marketing to boost the event management market
• Companies in the past have been primarily focusing on above the line promotions which accounted
for approximately 90-95% of their marketing budgets while the rest was accounted for by below
the line promotional activities like live events
• The expenditure pattern in the existing market scenario has seen a major shift as establishments
spend 30-35% of their marketing budgets on below the line promotional events
• This has led to the organization of a large number of promotional events at various levels towards
targeting different segments in the market
• One of the primary reason for this shift is the need among companies to interact with their
consumers directly
• These events gain high viewership ratings in television as major celebrities perform at the events
often with lavish sets for performances

50. Rising number of events and growing need of organized
and structured events is driving the market
• Expertise developed over the years has led to a major demand for
professional event managers rather than general event organizers
as there is a major difference in the services offered
• The well managed events and list of facilities offered as a package
are becoming popular and profitable to consumers
• Range of special facilities and innovative ideas allure the consumers
to spend lavishly on their one time special events of life
• Well organized and ideal running of events earn organizers and
hosts a good reputation Furthermore, the establishment of the
Event and Entertainment Management Association is testament to
the fact that the market is gradually moving from an unorganized
to an organized structure
• Furthermore, the establishment of the Event and Entertainment
Management Association is testament to the fact that the market is
gradually moving from an unorganized to an organized structure

51. Soaring entertainment tax rates discourage new
entrants in the field of live entertainment
• High rates of entertainment tax across some states
decelerates the growth of the entertainment industry
• Entertainment tax rates in India varies from 15-30% in
comparison to the average rate of 10% in the developed
countries.

52. Insufficient management facilities and tedious
procedures of import hinder growth of industry
• Events are bound by strict constraints of time and budget therefore
ordering foreign equipments may lead to complicated and unpredictable
outcomes
• High import duties on technological equipments make it difficult for
most companies to import them
• Custom duties are as high as 35 % on electronic goods and services as
per the customs duty
• Many deals take time to mature thereby hampering the timely
functioning of operations
• An event manager organizes an event through a blend of
ideas, creativity, logistics, budgets, permits, people, performers, publicit
y channels etc. Presence of proper equipments and facilities form an
integral part of carrying out these objectives successfully.

53. The 5C’s of Events
Conceptualization
Conceptualization of the creative idea
Costing
Calculation of cost of production and margin
Canvassing
For clients and sponsors, customers, audience and networking
Customization
Based upon the preferences of the customer’s and the marketing objectives of the organization
Carrying – out the event.
The execution of the event as planned

54. Event and Entertainment Management
Association
• First event and entertainment body in India looking to bring together
professional organizations in this space on one platform.
•Will be the representative of this space to the Government, statutory
bodies, taxation authorities and private licensing bodies
• Forward certain professional standards of management and interface
between its members and clients, vendors and artists
•Act as a knowledge databank on venues, artists and vendors
• Plan on organizing training programmes and seminars to enhance knowledge
of its members
President- Mr. Brian Tellis

55. Key Players
1. Wizcraft
2. Encompass
3. Percept D’Mark
4. Seventy Group
5. Showtime
6. Seventy Seven
7. Fountainhead
8. DNA Networks
9. Cineyug

56. Key Players
Company Corporate Leisure Cultural Personal
Wizcraft
DNA Networks
Percept D’Mark
Seventy Group
Showtime
Seventy Seven
Encompass
Fountainhead
Cineyug

57. Insights: Wizcraft

58. Insights; DNA

59. Insights; Percept

60. Insights; Seventy

61. Insight; Showtime
Showtime Events (India) Pvt. Ltd.
Corporate Information Snapshot : Services
Capabilities-
Headquarters New Delhi Activation
Road shows
New Delhi, Mumbai,
Location Signature events
Bangalore Award Functions
MICE
Key People Michael Menezes Sports
Live Concerts
Special projects
Brand Launches
Operations : Snapshot Television
Events Organized
Unveiled the Queen’s Baton for Commonwealth Games, Event Identity launch of ICC World Cup
2011, Auto expo several times, World Economic forum, DLF IPL 2007
Clients
MetLife, SAP, Castrol, NDTV, CNN IBN, Hero Honda, Aviva, Taj, Apollo, Burberry, Tata, IBM, Indigo,
ING, LG, Volkswagen. Me n moms, Infosys & Louis Vuitton.

62. Insight; Seventy Seven
Seventy Seven Entertainment Pvt. Ltd.
Corporate Information Snapshot : Services
It operates in below event categories..
Headquarters Mumbai Televised Shows
Award Functions
Location Mumbai, Delhi
MICE
Aditya Mehra Live Concerts
Key People Daryl Sheldon Corporate Events
Manoj Gopalani Brand Launches
Experiential Marketing
BTL Promotions
Operations : Snapshot
Others Services
Branding, Print Media, Direct Mailers, Web, Outdoor, AV’s
Events Organized
Indian Idol, Kotak Infinite India, WOW awards, I am She awards, X Factor Logo & Skoda Fabia relaunch
Gallantry Awards etc.
Clients
J P Morgan, Credit Suisse, Cleartrip, BNP Paribas, Airtel, Colgate, Capita, JSW, IDFC, Sony, Lodha,
Kotak, Skoda, TOI, TCS, UTV, Calyon, ONGC, Neo

63. Insight; Encompass
Encompass Events Pvt. Ltd.
Corporate Information Snapshot : Services
Its service offerings spanning across Events, BTL
Headquarters Gurgaon
Communication, Brand Activation and content
Gurgaon, Mumbai, creation.
Location Kolkata, Chennai,
Secunderabad, Bangalore
Roshan Abbas
Key People Sukrit Singh
Ranjit Raina
Operations : Snapshot
Encompass is a subsidiary company of WPP India (Wire and Plastic Products plc).
Events Organized
Launch event of Delhi Airport, Godrej annual meets, Gillette Mach 3 India movement, Deccan
Charges association launch, Nokia N8 launch
Clients
HSBC, Nokia, GSK, Pepsi, Accenture, Hewlett Packard, Microsoft, L'Oreal, Reliance , Mercedes Benz,
Ultratech, Asian Paints, Radio Mirchi, Airtel and Ford.

64. Insight; Fountainhead
Fountainhead Promotions & Events Pvt. Ltd.
Corporate Information Snapshot : Services
Events, Conference Management, Award
Headquarters Mumbai
Ceremonies, Musical Concerts, School Contact
Programs, Employee Engagement
Location Delhi, Bangalore & KUTs Programs, Dealer meets, Product Launches, BTL
360 Campaigns, Brand Activation and content
Brian Tellis- Chairman creation.
Key People Neale Murray- MD
V G Jairam- JMD
Operations : Snapshot
Other Services; MICE, Digital, Oranjuice- a music brand, TPT Production terminus
Events Organized
Aditya Birla Chairman Awards, Mahindra Blues Festival, Celebrate Bandra, Economics Times Awards,
Business India Awards, GQ Awards, Femina Miss India, Vogue Beauty Awards, Volkswagen Jetta
Launch, Diesel launch, Akon Concert, Smirnoff Ichoose, Captain Morgan Campaign etc.
Clients
Diageo, Aditya Birla, Mahindra, Conde Nast, Bennett & Coleman, Volkswagen, MTV, Samsung,
Vodafone, Turner, Bluestar, ONGC, HSBC, Renault, Audi, Radio Mirchi, Radio City.

65. Why Experiential Marketing

66. People live to enjoy their lives, not to
engage with brands
Our brands & products live in their world – and
always have

67. Consumers are not listening anymore

68. Become highly adept at ignoring advertising in
all its forms
Skip TV commercials
Block emails from unknown senders Challenges
Virtually blind to banner ads

69. THE OLD RULES OF MARKETING NO LONGER
APPLY
People don’t want to be shouted at by
companies.
Instead they want to be listened to and
to be able to have a conversation.

70. Solution
So
Let
Them
Experience

77. Why Experiential Marketing
•Engages all five senses
•Most memorable media
•Changes brand perceptions
•Increase sales
•Consumers love it
•Experiential is the word of mouth
media
•An opportunity for personal
feedback
•Experiential can convey complex
messages
•Makes consumers receptive to other
forms of media
•“one-size-fits-all” traditional mass
media marketing messages no longer
working.
•Enables media stand out

78. Why Experiential Marketing

81. The
experience
is the
Marketing

82. Activation is the next big thing

83. Origin of Brand Activation (on-ground)
Competition
• The need to innovate/stand out
Validator:
• As a validator for a consumer to sample a brand and touch and feel
the benefits it claims
New Media
• The emergence of new media
• Their importance in purchase decisions
• Their ability to provide an opportunity for the brand engagement
through experience

84. Brand Activation (on-ground)
Malls
Multiplexes
Hypermarkets and related retail formats
Schools & Colleges
Large Events
Offices
Public Spaces
84

85. Types of Brand Activation (on-ground)
Purely promotional
Sampling
• Objectives
• Product Trial
• Product Feedback
Sales
• Point of purchase experiential
As a support to
• Mass media advertising
• Larger Tent-pole events

86. How can Activation become the next big
thing?
Integration with other media
• Drive customers to sample or experience
Emergence of newer, clearly segmented media with scalable ability
Ability to clearly adapt the Brand’s positioning and features to appeal to the media
• E.g. Education angle in schools to appeal to key stakeholders
Emergence of niche products
• The consumer is constantly evolving
• His demands are for more customisation
• On-ground media is clearly segmented and thus provides the platform to engage the right
customer at the right time

87. Overview

88. Bird’s eye view
A look at some of the media players, who have branched off in brand activations as well

89. Factors influencing growth of Industry
• The consumer behavior is constantly changing – he wants to relish new
experiences
• The consumer is constantly evolving, his demands are for more
customization and wants to touch and feel the benefits of brand claims
• Option of selective audience and selective exposure can be exercised
• Platform of interaction and feedback generation
• Important source of data collection
• This provides the platform to engage the right customer at the right time
• Its ability to provide an opportunity for the brand engagement through
experience
• Ability to adapt the Brand’s positioning and features clearly
• Events are focused on well defined audiences, and ROI can be accurately
measured

90. Activation categories
Sponsorship
Promotions
Pub
Retail & POS
Promotions
College
SCP
Activations
Activations
CANTER
Mall
ROADSHOW
Activations
S
CORPORATE
Housing
OFF
Society
ACTIVITIES

91. Major Players: Urban
All are approx figures based on industry reports till October 2011

92. Major Players: Rural

93. Insight: Candid Marketing
• HUL, ITC, Nissan, Colors, Star TV, Axis Bank, ICICI Bank, Google, Nokia,
Major Clients: Cadbury, Pepsi, etc.
Turnover: • Approx. 54 crores
Margin: • Approx. 24% on every activation
Employee Strength: • 150+
Structure: Each partner is responsible for 1 or 2 departments
Branches:
Managing Managing
Director Partners
Mumbai
CS Team- Operations Creative Finance Admin
Delhi (HO)
Content Department & Art
VP Regional Head
Department
Bangalore Account Project
Directors Managers
Hyderabad (Operations employees
Sr. Account
only) Managers
Asst Managers
Account Project
Chennai (Operations employees only) Managers Associates
Executives
Kolkata (Operations employees only)

94. Insight: Jagran Solutions
Major Clients:
• Audi, UTV, Nokia, MTS, etc.
Turnover:
• Approx. 56 crores
Margin:
• Approx. 25% on every activation
Employee Strength:
• Mumbai: 40
• Delhi (HO): 49
• Bangalore: 15
• Kolkata: 4
Structure:
• Business Head
• City Head
• 3-4 Sr. Account Managers
• 5 Asst. Account Managers
• 4 Creative personnel
• 8 Production personnel
• 2 Concept planners

95. Insight: Nyka Events
Major Clients:
• HDFC Bank, HSBC Bank, CEAT Tyres, etc.
Turnover:
• Approx. 7 crores
Margin:
• Approx. 25% on every activation
Employee Strength:
• Mumbai: 25
• Delhi (recently started): 3
Structure:
• 6 Client Servicing – Managers, Asst. managers and executives
• 5 Creative personnel
• 7 Production personnel

96. Insight: G2 Rams
Major Clients:
• GSK, Hero Honda, Reebok, Nestle, Future Group, etc.
Turnover:
• Approx. 86 crores
Margin:
• Approx. 20% on every activation
Employee Strength:
• Mumbai: 26
• Delhi (HO): 44
• Bangalore: 14
Structure:
• 3 Branch Heads
• 18 Client Servicing Heads, Managers, Asst. managers and executives
• 15 Creative personnel
• 41 Production personnel

97. Activation: Key Markets
Activation Spends
15%
35%
10%
Mumbai
Delhi
Bangalore
40% Others
Others includes: Kolkata, Hyderabad, Chennai, Pune, Ahmedabad, Lucknow

98. Industry Spends Mix
Alcohol
Tobacco
2% Association
Travel & Tourism Alcohol
Telecom 10% 15% Auto
2%
Retail Sports Consumer Durables
0% 2% Education
Realty Finance
0%
Association FMCG
Pharmaceuticals
5% Global Conglomerate
2% Petroleum
2% IT
Auto
Others 5% Lifestyle
NGO 3%
Consumer Durables Manufacturing
0% 2%
Media & Entertainment
Education NGO
0%
Finance Others
5% Petroleum
Media & Entertainment Pharmaceuticals
31% Realty
Global FMCG
Retail
Conglomerate 3%
8% Sports
Telecom
IT Tobacco
1% Travel & Tourism
Lifestyle
Manufacturing 0%
1%

99. STRENGTHS WEAKNESSES
• Booming Sector – growth @ 25% • Highly fragmented sector
• Increased disposable income = • Lack of unity within competitors
increase in brand / product • Cumbersome process to obtain
spends licenses & permissions
• Technological innovations leading • Lack of penetration in lower socio
to increase in spends – economic classes
• Sponsor led business models still
prevail
OPPORTUNITIES THREATS
• Unorganized to Organized sector • Consolidation leading to
• Creation of different verticals – emergence of players with superior
Religion, Politics, etc. capabilities
• Technological innovations • Violation of intellectual property
• Talent Development & rights
management
• Growing importance of pay
markets in business models 99

100. Intellectual Properties

101. IP’s
• Licensed Projects
• Awards
• Competitions Showcases
• Talent hunt showcases
• Workshops
Properties can be the future of Higher Investment in early
Modern Event Industry in India- years-
IP’s are very profitable propositions for event
Higher investment to sustain and
organizers as the margins over time are way
building the property in the early
more than achieved by creating experiences
for other brands. years. Two new biggest challenges are
- risk and capital.
World Intellectual Property Day is observed on April 26 each year.

102. Conceptualization of IP’s

103. Properties and Festivals
•NH 7 Weekender
Music •Sunburn
•Nokia Music Week
•IIFA awards
Bollywood •Filmfare
•Star screen
•Kala Ghoda Festival
Art/Literature/Film •IFFI
•India Art Fair
•Lakme Fashion Week
Fashion/Style •Wills Lifestyle Fashion Week
•GQ Men Of the Year awards
•IPL
Sport •Standard Charted Cyclothon
•Champion Leagues
•TOI Food awards
Food •Times Now Foodie Awards
•NDTV Car & Bike Awards
Auto •Auto Expo

104. IIFA Awards
The International Indian Film Academy is an organization dedicated to
promoting Indian Cinema beyond India and placing it on an
international platform by fostering exchange and interaction to
enhance business opportunities with the Country of Hosting.
Established Year-2000 , IIFA claims to have clocked a PR valuation of over
85 million USD and close to 30,000 audience(2011).
-India’s biggest global media event
- The only representation of Indian cinema on a global platform
- Recognized as the Indian Oscars
- International Venues
- Top of the line production and management
- Indian and International Performers
- International Audiences
- Reaches over 600 million viewers over 120 countries across the
globe.
- interacts with institutes like the IIMs and industry body CII to spread
awareness from the innovation research findings.
- revenue accrues from television rights, sponsorships, associate
sponsorships, partnerships and the like.
- TRP 6.18 on Star Plus(2011)
Date: June & 3 days event

105. Filmfare Awards
The Filmfare Awards are presented annually
by The Times Group to honour both
artistic and technical excellence of
professionals in the Hindi language film
industry of India. The Filmfare ceremony
is one of the oldest and most prominent
film events given for Hindi films in India.
The awards were first introduced in 1954
in Bombay at Regal Theatre. The Filmfare
Awards have been often referred to as
Hindi film industry's equivalent to the
Oscars.
But over the past decade or so, its uniqueness
and its genuineness have taken a
backseat, making the pioneer look like
“one in the crowd”.

106. Sunburn Festival
Sunburn is an electronic dance music festival held in Candolim
Beach, Goa, India. The festival is an amalgamation of
music, entertainment, food and shopping. The festival by Shailendra
Singh of Percept, in partnership with Nikhil Chinapa. Held over three
days, the festival has multiple stages with artists playing
simultaneously daily. Sunburn is now valued at $100 million to $150
million and is projected as a home grown brand that’s making waves
the world over. Future plans for brand Sunburn include taking the
festival across Asia, including Thailand, Malaysia, Vietnam, Singapore
and Bali.
Highlights 2011: 17 sponsors, 103 artists, 1 Lacs attendees, US 6
million investment, 20 crore media spend
Date: December
Sunburn Festival 2007 2008 2009 2010
Sponsorships Smirnoff Kingfisher XXX Tuborg
Attendees 10,000 20,000 35,000 46490
Artists 36 45 66 92
Local audience 1,500 3,500 5,000 6,200
National audience 5,500 10,000 18,000 22,215
International 3,000 6,500 12,000 18,075
Fan Base 3,000 6,500 12,000 30,000

107. Bacardi NH7 Weekender
NH7 is one of the biggest independent music festivals in the country which just completed its
second edition this November. Sponsored by Bacardi and organized by Only Much
Louder(OML) it is a three - day event held in Pune which has performances by over 60 bands
including big international acts like The Magic Numbers, Basement Jaxx and Imogen Heap.
There is emphasis on non-Bollywood or mainstream musical acts throughout the festival. The
festival had three stages set up and over 50 musical acts performed over the
weekend. Asian Dub Foundation was the headline act of the festival. At the 2011 edition
there were five stages set up and over 65 acts performed over the weekend. The event was
sold out and able to make a profit in its second year The festival saw a footfall of about 9500
people.
Date: November

108. Wills India Fashion Week
Fashion Design Council of India(FDCI) introduced the Wills India Fashion Week, Asia’s
biggest business of fashion event and In 2006, Wills Lifestyle became title partner of
the country's most premier fashion event In it 18th edition, each season brings
around 120 designers from across the country to showcase their trend predictions
for the season, including designers on the runway. The event is held in Delhi at
Pragati Maidan . Though like every year, the WIFW SS 2011 will have its share of
glamour with celebrities like Deepika Padukone, Kalki Koechin and Sonakshi Sinha
walked the ramp, the organizer said the event will be low on glamour and high on
fashion. Some 19 brands partnered on last WLFW.

109. Way forward
• Packaging of stuff- If you look at the most successful stuff in recent years, in the
media, they have been smartly packaged on ground events that have become
content for television or print media. The packaging is such that there is a
comprehensive offer of other media which Enhances the reach of the event. We
need to raise the size quotient with the right offer of media (and break through
ideas).”
• Work as partner- Industry need to demonstrate what value we can bring to the
client. We need to justify our existence and prove that we are capable of being
partners to the brand (not vendors anymore).
• Wider base of services- The typical BTL agencies have to pushed to widen the
base of services they provide to the brands. Apart from the typical events and
road shows, their services now include customized brand activation
programs, response management, social media and digital media and CRM
solutions for their clients.

110. BTL Industry in 2012
All Figures in percentage
No. of
BTL ATL
Companies
19 40 60
34 30 70
29 20 80
18 10 90
Source – Brand Equity Survey ET Now