TOPIC: - PROMOTIONAL EVENT

BUDGET: - 1 LAKH

SUBMITTED BY:-

JAVAID AHMAD GANAIE

ROLL NO. 1709A15

REGD. NO.:- 3020070030

The topic of my term paper is to organise a promotional event with the budget
of one lakh

.Now first of all what is promotion.

Promotion:-

Generally, promotion is communicating with the public in an attempt to

influence them toward buying your products and/or services.

How does promotion differ from advertising? Promotion is the broader, all
inclusive term. Advertising is just one specific action you could take to promote
your product or service. Promotion, as a general term, includes all the ways
available to make a product and/or service known to and purchased by
customers and clients.

The word promotion is also used specifically to refer to a particular activity that
is intended to promote the business, product or service. A store might advertise
that it's having a big promotion on certain items, for instance, or a business
person may refer to an ad as a promotion.
Promotional events:-

Whine you are launching a new product, opening a new office or outlet; or
maybe you’re re-branding your existing activities and need to tell as many
people as possible

We know how important it is to build an audience, the larger the audience the
wider the message is spread so our promotional activities have to be fun,
interesting and eye catching!

After years of working with clients to deliver their promotional messages,

Circle Events Ltd has compiled an extensive bank of knowledge from which we
take our creative promotional concepts. These concepts are designed to capture
the imagination of the audience and project your message in such a way that
anyone subjected retains the experience and spreads the word!

This involves on most occasions taking the message out into the general public
and is a delivery that we are proud to have extensive experience in co-
ordinating. We are able to think logistically and creatively in order to capture
the imagination of the audience.
Taking the message to the audience can be effectively done though fashion
shows, street entertainers, on street competitions, exhibitions, cooking shows,
prize draws, actors, music and just about anything else we can think of that is
attention grabbing!

Our promotional package includes:

 Careful venue selection pinpointing key footfall areas

 Specific ‘message’ related event concepts
 Access to promotional professionals adapt to working with the general
public
 Costumes, actors and entertainers
 Indoor outdoor AV, stage sets and lighting
 Printed promotional material
 Health and Safety planning
 Local authority communications

10 Steps to Create a Successful Promotion

Step 1. Develop A Promotional Filing System.

Create a promotional folder that includes all of your past promotional direct
mail pieces. Create another for advertising that has a successful track record.
Create a third folder for innovative marketing strategies that catch your
attention from other industries. When you are ready to create your own
promotional calendar, you will have a filing system FULL of proven and
innovative ideas to help you brainstorm. 

Step 2. Evaluate and Brainstorm

Now that you have a collection of ideas to brainstorm from, you can go back
and evaluate each one. As you evaluate past promotional ideas, pay attention to
why they drove traffic to your business. Also evaluate what did not work so that
you don’t make those same mistakes a second time. Sometimes your best
promotion ideas fail simply because they were held on the wrong day or the
wrong month. With a little adjusting it could be a winner the second time
around.
Step 3. Develop Your Strategic Plan

To be successful in retail you must plan promotional events far in advance. Plan
to implement a MINIMUM of six promotions per year. That is minimum! When
I had my retail stores I was implementing some type of promotional event every
month. This is easy when you have a strategic plan in place. You must keep
reminding customers to come back to your store. The number one reason why
customers don’t return to you time and time again is because you allow them to
FORGET about you. Keep reminding them and get them excited about
shopping at your store more often.

Step 4. Involve Your Team

After you have outlined your promotional ideas for the year, hold a staff
meeting to discuss them. Share your ideas on a large calendar board and let your
team know that you are PLANNING for success. Ask your staff to share their
creative ideas too. Set sales goals for each promotion and offer a bonus reward
to each salesperson that reaches their goals. Once your team buys into your
promotional plans, they will BUY into SELLING more customers on attending
too. Plan to have enough staff on hand to make the event run effectively.

Step 5. Plan out the Details

Evaluate your best promotional days and months. Select days and months that
you drive the most traffic to your store. Plan out all the details of the event.
Leave nothing to chance. The more you plan out the details and systemize your
events, the easier and more successful they will be.

Step 6. Reserve and Design Advertising

Plan your advertising and direct mail well in advance. Build excitement for the
event by featuring the benefits of attending. Create a call to ACTION. Tell your
customers WHAT, WHERE, WHEN and WHY. Offer short deadlines,
powerful offers and guarantees with teeth.
Step 7. Contact the Media

If you are putting on a charity event, contact the media well in advance. Send a
press release about the event and ask the media to attend. Tell them how your
event will benefit the community or share details about a cause. Take your own
photos at the event as well and send them along with a follow up press release. 

Example: When collecting used clothing donations from my customers, I

offered them a discount for each item of clothing they brought into the store.
The event was so successful that we had a truckload of clothes to donate to the
battered women’s shelter. We took photos of the staff loading the truck. The
press release and photos rewarded us with tons of FREE media exposure for
months after the event.

Step 8. Create Attention Getting Direct Mail

Spend 50 percent of your time writing a GREAT headline that is BENEFIT

RICH. You must HOOK their attention quickly before your direct mail gets
trashed. Make your offer and event so exciting that it triggers a FEAR OF
LOSS in the customer’s mind. Allow them to think about what they will be
missing if they don’t attend.

Step 9. Develop Promotions Based Around a Theme

If you want to stand out from the competition, you must be DIFFERENT. The
more you conform to be like everyone else, the less successful you will be.
Create fun events around unique holidays. Promote when your competition is
not promoting. Your event does not have to be a SALE. There are lots of ways
to promote without giving the store away. Make your events so much fun that
your customers promote you back with word of mouth advertising.

Example: One month I created an oriental themed event. During the three-day
event, I served Chinese food for lunch and decorated the store according to our
theme. A huge bowl of fortune cookies was placed on the counter. Each
contained a free gift or discount fortune. The direct mail invitation was sent out
in an oriental cloth purse to our entire database. It was fun to see our customers
carrying around that little cloth purse months after the event.

Step 10. Plan an OTB Increase for Special Events

Why would you want to create more promotional events? To keep your store in
your customer’s mind and to INCREASE SALE AND PROFITS! Therefore
you must increase your open-to-buy and invest in additional inventory. Keep
giving your customers more reasons to come back to YOU time and time again.

INTRODUCTION:

The topic of my term paper is to organise a promotional event with the budget
of one lakh.

As for as my term paper is concerned to organise a promotional event, so i

decided to organise a promotional event of newly product of Microdot
Corporation, that is, WINDOWS 07.As this is the new product launched by
Microsoft Corporation, so i am going to organise the promotional event of
Windows 07.As this product has got several features over existing products like
Windows Vista and Windows up.

INTRODUCTION TO WINDOWS 7:

Windows 7 is the most recent publicly available version of Microsoft Windows,

a series of operating systems produced by Microsoft for use on personal
computers, including home and business desktops, laptops, netbooks, tablet
PCs, and media center PCs. Windows 7 was released to manufacturing on July
22, 2009, and general retail availability on October 22, 2009, less than three
years after the release of its predecessor, Windows Vista. Windows 7's server
counterpart, Windows Server 2008 R2, was released at the same time.

Unlike its predecessor, which introduced a large number of new features,

Windows 7 was intended to be a more focused, incremental upgrade to the
Windows line, with the goal of being fully compatible with applications and
hardware with which Windows Vista is already compatible. Presentations given
by Microsoft in 2008 focused on multi-touch support, a redesigned Windows
Shell with a new taskbar, referred to as the Superbar, a home networking system
called HomeGroup, and performance improvements. Some applications that
have been included with prior releases of Microsoft Windows, including
Windows Calendar, Windows Mail, Windows Movie Maker, and Windows
Photo Gallery, are not included in Windows 7; most are instead offered
separately as part of the free Windows Live Essentials suite.
The base on which the term paper is going to stand is as follows:-

Event description

Event name:-The name of my event will be PLAY WITH TECHNOLOGY.

Event type:-The type of my event will be Exhibition and I hope this type will
attract more and more persons.
Location: -The location of my promotional event will be in the HOTAL
REDDISON at B.M.C Chunk Jalandher. The type of my event is an Exhibition
type, so I think the it will be the best place for my event to promote the product
of windows 07.
Date:-The date for my promotional event of windows 07 will be held on 1st
January, because, I think this date will be the best for my promotional event of
windows07.
Duration and timing:-The time and duration of my event will be only for one
day and the timing will be from 10.00 am to 8.00 pm.
Event overview and purpose:-Though I am going to promote my new product
so the purpose of my event will be TO EXPLORE THE TECHNOLOGY.
Windows 07 has additional features than windows up and Vista and it will
attract more audience.

Aim and objective:-

Objective of this event

 Awareness among the customers regarding the information

technology.
 To enhance the interest of customers regarding the information
technology.
 To explore the best quality products of information technology.

Event management: - the person who are behind in making an event successful
known as event management

Management responsibility:-following are some of the management

responsibility which is to be consider:-
1. Hiring a hotel.
2. Giving invitation to the wholesalers and retailers.
3. Fund raising and fund allocation.
4. Awareness about the event.
5. Safety precaution.
Physical requirements:-

Venue:-The venue of my event will be in the hotel Radisson in Jalandher.

Route for events:-in the banners for advertisement a space should be selected
for giving the description of the venue that where exactly lily resort is situated.

Event layout: - As this is the event to promote the product so a place should be
chosen so as to explore the product. The decoration should be made properly.
The chairs should be arranged and projector and the Led should be properly
connected in the location and ensure that the alternative for power cut should be
there; otherwise it may have bad impression on the event.

Audiences:-As on my event we are going to explore the new product of

Microsoft Corporation that is, Windows 07.So i think it will attract more and
more audience on my event. There will be no barrier for audiences, all the art
lover can come and enjoy this exhibition. The more the audiences come the
more benefits it is.

Impact:-

SOCIAL:-for society people can come under one roof and enjoys the best
features of the product.

ECONOMIC: - through this event some revenue can be collected which may be
reinvested in the economy and thus leads to economic development.

APPROVAL & CONSULTATION:-

COUNTRY CITY OR TOWN:-AS it is a Seminar held in city so Govt.

Authority can be taken e.g. authority of D.C but that is not so necessary.

Police: - As in my event new product is to be explored, so it will attract large

audience. It is advisable that we will contact local police. I decided to inform
the local police station, Jalandher about the event. As impact on traffic because
of an event must be discussed with the police in advance. Police men should be
appointed in order to control any mishapening.
Health: - Under this the quality of the food should be maintained i.e. the food
should be hygienic. Proper methods should be adopted by the catering dep’t.
Which we have appointed for the event.

Liquor Licensing: The Banquet hall has liquor licensing, but university does
not allow anyone to drink I the party and also don’t allow anyone to drink
outside and come in the party.

Security:-Also for security purpose, as our event is going to held for one day so
some special agencies can be hired like….GAAR .

Marketing:-

It is the process associated with promoting for sale goods or services. It is

considered a "social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging products and
values with others.

As I have to promote the product. We will establish the features of the product:

 Features of the product.

 Entertainment.
 Opportunity to see the best quality product.
 *A chance to buy the product with free insurance.
 To analyse the comparison of product over existing products.

Competitive analysis: - In competitive analysis we analysis that if any other

product had been launched in past what was its success criteria, and how could
we make our product a different one from others like windows Up. I would look
for if any other product is going on around me, and if yes what their strategies
are.

Market analysis and planning:- In this we will analysis the present scenario of
environment e.g. that what are the burning issues of the society and will
announce to the wholesalers to explore the features of Windows 07 and its
comparison with other products like Windows Up and Windows Vista.
Customer segmentation:-As this is a seminar type so everybody will be
encouraged in the event and delivering the presentation on the product. So
major segmentation is not done but still small children must not take into
consider.

MARKETING MIX

Product
 Windows 07
 Venue
 Quality of entertainment
 Cleanliness of venue
Place
 Venue( Hotel NAME)
Price
 Cost of travel
 Time taken to travel
 Other incontinence
Promotion
 Advertising
 Public relation
 Sales promotion

Pricing and ticketing:-In this we will decide that what will be ticket price, for
our seminar RS 10 will be sufficient above age 15yrs.also ticketing must be
provided the Hotel Radisson where seminar is going to held, a separate counter
will be made,infact two counter will be there.

Advertising and promotion: - is a form of communication used to influence

individuals to purchase products or services or support political candidates or
ideas. Frequently it communicates a message that includes the name of the
product or service and how that product or service could potentially benefit the
consumer.

Message:-The message of this event would be “solute Technology”.

Media:-The media which we have selected is the television and print media. On
television a local channel is hired and 24 hrs a rolling footage is shown given
knowledge about the event, features, date and timing, and location.

Also some banners are also published and it should be placed on those places
where there is huge crowd always gathered like bus stands, railway stations,
near schools and college.

Budget:-The budget is sanctioned to me is Rs 1 lakh and I think for such an

event 1 lakh is sufficient and whole distribution of budget should be discussed
in the financial control segment.

Public relation:-For maintain a good public relation after the seminar is over
press conferences is held in which the highest bidder’s name is announced; also
the first price winner name is also announced, also the strength weakness and
opportunities which can be hold in future can also be discussed.

Financial control: - It refers to the monitoring of financial resources whether

they are implementing in an effective manner or not, and if not proper steps
should be taken to remove the hindrances.

Capital and fund requirement:-In this we will analyses that how much money
is required for the event and what are the resources from where it has been
managed. But for this term paper we have been given the budget for 1 lakh and
we have to accommodate it effectively.

Financial Control
The budget assigned is Rs 1lakhs (one lakh). The event is not profit motive its
main focus is on the promotion of the Windows07.
Total Budget= Rs 1 Lakhs
I decided to allocate the budget is following ways:
Booking of HOTEL = Rs 15,000 lakhs
(Staging crew, lighting, sound, staging)
Food = Rs 50 per person *300 = Rs 15,000
Beverages = Rs 60 per person *300= Rs 18,000
(Estimated V.I.Ps and main guests are around 625)
Contingency = Rs 20,000
Lighting and Sound = 5000
DJ System = 8000
Salaries to employees = 10,000
Cost of show = 10,000
Awards = 5000
Decoration = 4000
It is not a profit motive event so that’s why I have only included various costs
associated with the event.
Risk Management
We all know that life is uncertain; anything can happen in life, anywhere and
anytime and we cannot do anything with them.
We know the possible risks are future we can plan for them.
There are number of risks like natural disasters, technology related risks,
mismanagement, safety and security risk.
To meet each and every risk I decided to make some Emergency Response
Plan.
We know that today the world is the world of terror. Several incidents had
occurred from the past like Mumbai attack, attack on hotel tags, the Punjab
Police is informed about the full plan of the event and IG Punjab Police has
decided to handover the security of V.I.P to Punjab Police Commandos.
Natural risk:

Our event is at the open event. So there is some risk of weather. As these days
there is rain fall. So in considering these points it is a risk for our event.

Traffic:
It is place is on road. So because of this event there could be problem of traffic
management. And this palace is very near to main G. T. road. So it could be a
risk.

PROCESS OF RISK MANAGEMENT:

Identify risk and hazards
 Terrorist attack an event.
 Fire
 Technical fault
 Temporary fencing, staging, seating and other venue features
 Moving vehicles
 Mismanagement
 Assessing the Risks and Hazards
 Once potential Risks and hazards have been identified, their possibility of
occurrence needs to be evaluated. This process allows us to prioritize the
issue for attention.
 Managing the Risks and Hazards

 Incident Reporting
 Emergency Response Plan


Managing the Risks and Hazards

 Mismanagement: To ensure that mismanagement does not happen to this
event, the roles and responsibilities are making clear to each and every
person.
 Terrorist attack: To ensure that any terrorist attack does not affect the
event, we have already informed the IG Punjab Police, who decided to
provide Punjab Police Commandos.
 Other Risks: To ensure other risks like moving vehicles, technical fault,
does not affect the event we inform the respective concerned parties like
 to ensure that there should be a proper moving of vehicles, the Punjab
Traffic Police has already informed about the event.
Event staging:
Layout & decoration:

Theme:-The theme of my event is play with technology. So we will

organise our event according to the theme of our event like the decors,
lighting. Special effects, lightning etc.
Decor: - Decoration is done in the according with the theme of the party.
In the whole area the balloons should be tied along with the walls. The
challenge is to bring them all together into cohesive themes.
Layout: - It is integral to the success of the event like that; it basically
involves the arrangement (physical) of all the things such as the stalls for
food, seating arrangement, do arrangement, and other physical
arrangement.
Special effects and the lighting: - Lighting is used as a spectacular effect in the
party, as the event is at the night so the special effects should be used for
making the party more memorable. For our party we should use the LASER’s.
This would really help us to make the party a good one.
Music: - It is the best tool used in an event to create the best mood during the
party. For this the do would be hired. And the proper arrangements of the
speakers should be made.
Catering:

We have contract with caterer who will serve water to the audience, and w o
will take care of the needs of our guests and will arrange refreshments for the
contestants and for the guests.

Cleaning: - In our event cleaning is to done after the event. And this should be
done on our own, for this we have to hire 2-3 labourers, cleaning is to done in
and also the outside of the house that is in the society where we live, it’s our
duty to cleanup all the mess in the society which was done by the party.

Staffing: -
 Organization Structure

Event manager

Assistance event
manager

Finance Manager Marketing manager Hospitality manager Staging manager

Fund Cost Host Chief

Advertising and Public

Promotion

Chief Security Officer

V.I.Ps Security Audience Security

Roles and Responsibilities

Event Manager: Mr. JAVAID AHMAD GANAIE is the main manager of the
event. He will handle all the responsibilities of the event. Or we can say that he
is responsible for the success and failure of the event.
Assistance Event Manager: Mr. SAMI-ULLAH-RATHER is the assistance
event manager. He will take the charge of the event is the absence of the event
manager and he will take whole of the charge of the event.
Finance Manager: Mr. MANZOOR AHMAD will be the financial manager for
our event, and is concerned with the finance of the event and will take all the
necessary decision related to the Finance Management.
Fund Manager: Mr. SAJAD AHMAD will be the fund manager for our event
and he comes under finance manager. The main purpose of this manager is to
allocate the funds and manage them. He also has to estimate that how much
fund they needed to meet the event.
Cost Manager: This manager also comes under finance manager. The main
purpose of this manager is to take all necessary steps to reduce the cost.
Marketing Manager: Mr.DAWOOD AHMAD will due the marketing
manager for our event. As this is not a profit motive event and this event does
not need too much marketing. He will do the advertisement of the event like
boarding and hoarding, pamphlets, and the customer relationship management
by giving add in newspapers. Marketing managers are responsible for
influencing the level, timing, and composition of customer demand accepted
definition of the term. He is also responsibility for getting the feedback from the
audience.
Advertisement and Promotion Manager:

Hospitality manager: Mr.AYAZ will be the hospitality manager for our event.
He is concerned with the hospitality of the audience. He will take decisions
related to the hospitality.
Host manager: His responsibility is just to host the V.I.Ps, guests and audience.
Chief Steward: His main purpose is to make sure that each and everything
should serve to the audience.
Chief Security Officer: He is concerned with the security of the V.I.Ps, Guests
and Audiences. He responsible for the things which are related to the security
issues.
V.I.Ps Security: This manager is responsible to the security of the V.I.Ps. He
has to report to the Chief Security Officer.
Audience Security: This manager is responsible for the security of the other
audience. He also has to report to the Chief Security Officer.

Safety and security: - For our event there is no need to hire a security agency
as it is not a high profile event, there is a need to adopt the safety measures to
avoid certain accidents. There should be proper arrangements of the first aids,
fire extinguishers, and also the systematic arrangements to avoid crowd
mismanagement.

3. Operational plans:
In this we have just take care of the contingency planning that is we
should have the back-up plans for any miss happening or the risk which
may be the risk of weather, electrical supply, fire, accidents, crowd
control , etc. So, we have to take proper planning in place to avoid such
accidents.

Proper implementations of planning:

In our event we make sure that there should be proper implementation of the
planning so that all the activities of our we event can go smoothly. We have
given the run sheet to all employees so that each person can know everything
going on in the event.
Complaint management:

During the event there can be some kind of complaints to our audience. To
solve those problems we have maintained a counter in the event. Where we will
handle all the problems which our audience may have in the event.

Procedures and checklist:

We have made the proper checklist for the event so that we can come to know
that every activity is going on the time and all the procedures are full filled.

4. To counter tackle these risks we have to adopt certain steps such as:-
 For bad weather we should have the water-proofed tent arrangements or
may have the proper arrangement with in house if any such thing occur.
 We should have proper arrangements of the generators for maintaining
the continuous supply of the electricity.
 We should have the proper arrangements of fire extinguishers in case of
fire.
 And should have the proper and systematic arrangements for the stalls
and other things to avoid the crowd mismanagement and other accidents.
 Our main focus should be on the thing that the party should start at the
right time and all the activities should be completed well before the start
of the event.
 Challenges:
 Challenges for finance manager: the major challenge for finance
manager is to estimate the costs, allocation of the funds.
 Challenges for marketing manager: The only challenge for the
marketing manager is to get the feedback from the audience as the most
of the time audience are not ready to give the feedback.
 Challenge for the Hospitality Manager: The challenges for hospitality
Manager is to ensure that each and every audience will served each and
everything.
 Challenges for the Staging Manager: The challenges for staging
manager is to ensure that the lightening will properly work, there should
no technical problem. The stage should meet the need of the audience.
 Challenges for the Chief Security Officer: There are lot of Challenges
for Chief Security Officer. The challenges are related to the safety of the
V.I.Ps, Guests and audience and to ensure that there should be no
misbehave with any audience.
Recommendations
 To make the event successful each Functional manager has advised
that there should be an EMERGENCY RESPONSE PLAN for each
and every possible risk.
 Chief Security Officer especially advised that if any person found
drinking alcohol or drugs, put him/her outside the venue and don’t let
him/ her come back.
 Evaluation of event:

We are going to conduct these activities in this event so that we can evaluate the
event.

Feedback forms:

We will take feedback from our audience by filling questionnaire from them to
know about the event that how they find this event. What is there opinion about
the flower? And are they satisfied with it or not.

Staff debriefings:

We will conduct meeting of staff and get valuable ideas. We can ask them that
what went good and how? What went wrong and how?

Financial evaluation:

We will financial evaluate our event that whether the event is completed within
the budget or not Impact of event on the sale of this product:

We will see that whether this event has increased the sale of this bleach or not.
But this will be after some time of the event