Post on 14-Jan-2015
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FINAL PROJECTMARKETING MANAGEMENT
Event Management Company
Submitted to
Honorable Sir Shakeel Tareen
Submitted by
Muti ur Rehman Khan LodhiArshad Hussain Mengal
Students of MBA
Iqra University,
Quetta Campus.
On dated 25th of April, 2010
We Arrange Beautiful Memories…
ACKNOWLEDGEMENT
We are very grateful to our honorable teacher Mr. Shakeel Tareen, whose great efforts in the term of teaching us Marketing Management remained so fruitful.
We really got precious techniques and knowledge about Marketing that would be very helpful for us in future.
INTRODUCTION THE EVENT MANAGEMENT COMPANY
We Arrange Beautiful Memories…
ENVIRONMENT SCAN
Segmentation & Target Market Birthday Parties
Geographical Segmentation Quetta
Demographic Segmentation Age : 1 to 25 Both Genders
Psychographic Segmentation Social Classes & Life Style
Behavioral Segmentation Occasional Usage
SEGMENTATION (CONT)
Engagement, Weddings Ceremonies & Anniversaries Demographic Segmentation
Age : 22 to 35 Both Genders
Psychographic Segmentation Social Classes & Life Style
RESEARCH
Research Objective
Data Collection Primary Data Collection Secondary Data Collection
Research Instrument Questionnaires
Open Ended Close Ended
RESEARCH ABOUT COMPANY
Sample Size 20
Targeted Sample Simple Random Selection of Sample
Teachers Students Businessmen Government Servants & Private sector employees
We Arrange Beautiful Memories…
QUESTIONNAIRE
Have you ever experienced such event management in past? Yes : 17 : 85% No : 03 : 15%
Were You Satisfied from the services they offered? Yes : 11 : 55% No : 09 : 45% Other Waiters were not enough etc.
QUESTIONNAIRE (OPEN ENDED)
What would you like to be offered by any event management Company? No Hidden charges, Inexpensive/affordable for
middle class, good peaceful environment, Free Delivery, Security, Conveyance/enough parking arrangements.
If you are going to organize such an event, how much cost would you charge? Birthday Parties 25% Avrg. Engagement/Wedding Ceremonies 28.4% Avrg. Other Anniversaries 24.55% Avrg.
QUESTIONNAIRE
Your recommended location for our company’s placement? Model Town 11 : 55% Samungli 04 : 20% Zarghoon Road 05 : 25%
Which name does suit our event management company? Fête 00 : - Fiesta 05 : 25% Gala 10 : 50% Memorable 5 : 25%
QUESTIONNAIRE
What do you think, will people adopt these sort of services or not? Yes 19 : 95% No 01 : 5%
During your family celebrations, will you prefer our company’s services? Yes 20 : 100% No 00 : --
• If Satisfactory.
QUESTIONNAIRE
Where should we advertise our company? Print Media
Newspapers 09 : 45% Advertising agencies 09 : 45%
Electronic Media Television Channels 05 : 25% Local Cable Networks 15 : 75% FMs 08 : 40%
Internet Official Website 02 : 10%
SWOT ANALYSIS
STRENGTHS
We are well aware of the different Cultures
Good personal Relation with the Suppliers
Interior Designers
WEAKNESSES
As we are new in this Market
Financial Problems
Inexperience Labors
OPPORTUNITIES
Market potential
Lengthen Events
Agreements with Different Companies, Hotels and Institution Management
Low Prices
THREATS
Competitors
Law & Order Situations
Economical Condition / Inflation etc.
MARKETING MIXPRODUCT
Brand Name
Positioning Statement
We Arrange Beautiful Memories…
PRODUCT LEVELS
Core Product Better Arrangements of different event / occasions
Basic Product Food, Seating, Decorating arrangements
Expected Product Well Designed & Decorated Stages
Augmented Product Musical, Videos and Photographical arrangements
PRODUCT MIX
Product Width
Birthday
•Food Stuff•Drinks•Seating arrangements•Decoration•Musical Arrangements
Engagement/ Wedding
•Decoration•Seating Arrangements•Food Stuff•Drinks•Musical Arrangements
Anniversaries & Parties
•Decoration•Seating Arrangement•Food Stuff•Drinks•Musical Arrangement
PRODUCT MIX (PRODUCT LENGTH & DEPTH)
Food• Bakery Items• BBQ• All Traditional Dishes• Chinese • Indian• Ice Creams• Different Types of Salads
Drinks• Cold Drinks• Different Tea flavors
Other Items• Decoration• Seating Arrangements• Musical Arrangements• Video & Photography
SUPPLIERS
Food stuff Quetta Serena Hotel Usmania Dolphin Bakers Cakes & Cookies Hot & Chili
Drinks Cold drink agencies
SUPPLIERS (CONT)
Decoration, Photography, Video recording and Musical arrangements Personal relations with decoration market,
photographers, Video makers.
PRICING (PENETRATION STRATEGY)
Pricing of food, drink and decoration depend upon the events and arrangements and varies as per costumer requirement. The profit margin which will be included in total cost laid between 25% to 35%.
As far as seating arrangements are concerned we will charge with the Rs: 20 per head
25% will be charged by the company on Photography, Video Recordings and Musical arrangements.
PLACE
Model Town
Other Halls or Gardens
As per customer requirement
DISTRIBUTION CHANNEL (ONE LEVEL CHANNEL)
Suppliers
Company
Customer
PROMOTION
Newspapers
Billboards
Posters
Local Cable Networks
FM Radio
Internet (Official Website)
We Arrange Beautiful Memories…
Model Town, Quetta
Tell: 0812123456
Event Management Company
THANKING YOU ALL!Questions Will Be Highly
Appreciated…
?