Part-A

Industry Profile:

Event management is the application of project management to the creation and

development of festivals, events and conferences.

Event management 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 launching the event. Post-event

analysis and ensuring a return on investment have become significant drivers for

the event industry.

The recent growth of festivals and events as an industry around the world means

that the management can no longer be ad hoc. Events and festivals, such as

the Asian Games, have a large impact on their communities and, in some cases, the

whole country.

The industry now includes events of all sizes from the Olympics down to a

breakfast meeting for ten business people. Many industries, charitable

organizations, and interest groups will hold events of some size in order to market

themselves, build business relationships, raise money or celebrate.

Marketing tool

Event management is considered one of the strategic marketing and

communication tools by companies of all sizes. From product launches to press

conferences, companies create promotional events to help them communicate with

clients and potential clients. They might target their audience by using the news

media, hoping to generate media coverage which will reach thousands or millions

of people. They can also invite their audience to their events and reach them at the

actual event.

Services

Event management companies and organizations service a variety of areas

including corporate events (product launches, press conferences, corporate

meetings and conferences), marketing programs (road shows, grand opening

events), and special corporate hospitality events like concerts, award ceremonies,

film premieres, launch/release parties, fashion shows, commercial events, private

(personal) events such as weddings and religious services.

Clients hire event management companies to handle a specific scope of services

for the given event, which at its maximum may include all creative, technical and

logistical elements of the event. (Or just a subset of these, depending on the client's

needs expertise and budget).

Event Management Industry in India

The economy of India is growing by leaps and bounds and there are various ever-

growing industries that are contributing to increasing the nation’s coffers. One

such industry is that of event management. This industry has come a long way in

the last five years or so and today is no less than a multi-crore industry, as a

whole. And the size of the companies varies from the rather small ones that

manage small events such as birthdays and weddings, to the larger players, who

organize national and international events.

During the early part of the 1900s the industry had spent up to Rs. 20 Crores, per

annum on events. And in the last couple of years, all the event companies are

spending to the tune of approximately Rs. 1,800 Crores, per annum.

The event management industry in India involves the requirement of various skills

that have caused it grow the way it is in recent past. These skills include:

Organizational skills

Technical knowledge

Public relations

Marketing

Advertising

Catering

Logistics

Decor

Glamour identity

Human relations

Understanding of laws and licenses

Risk management

Budgeting

Study of all allied media

Local and national, as well as international events

Event manager

The event manager is the person who plans and executes the event. Event

managers and their teams are often behind-the-scenes running the event. Event

managers may also be involved in more than just the planning and execution of the

event, but also brand building, marketing and communication strategy. The event

manager is an expert at the creative, technical and logistical elements that help an

event succeed. This includes event design, audio-visual production, scriptwriting,

logistics, budgeting, negotiation and, of course, client service. It is a multi-

dimensional profession.

An event architect is an event manager that becomes involved at the early

initiation stages of the event. Specially for larger public events, at the initiation

stage, the event architect needs to make crucial choices and decisions related to

the creative concept and design of the event. In depth technical design knowledge

and full understanding of how to communicate a company´s message across a

public are needed in order to make the event effective.

If the event manager has budget responsibilities at this early stage they may be

termed an event or production executive. The early event development stages

include:

Site surveying

Client Service

Brief clarification

Budget drafting

Cash flow management

Supply chain identification

Procurement

Scheduling

Site design

Technical design

Health & Safety

First Aid Services

Environmental and ecological management

Risk management

An event manager who becomes involved closer to the event will often have a more

limited brief. The key disciplines closer to the event are:

Health & Safety including crowd management

Logistics and vehicle selection

Rigging

Sound

Light

Video

Detailed scheduling and agenda planning

Security

Sustainability

Sustainable event management (also known as event greening) is the process used

to produce an event with particular concern for environmental, economic and

social issues. Sustainability in event management incorporates socially and

environmentally responsible decision making into the planning, organization and

implementation of, and participation in, an event. It involves including sustainable

development principles and practices in all levels of event organization, and aims

to ensure that an event is hosted responsibly. It represents the total package of

interventions at an event, and needs to be done in an integrated manner. Event

greening should start at the inception of the project, and should involve all the key

role players, such as clients, organizers, venues, sub-contractors and suppliers.

Company Profile

Background & Inception of the Company:

Wings Groups was started in the year 1994 in Bangalore by three people. Mr.

Arun Samuel is the Chairman and the Managing Director of the company. Now

after 19 years the company has more than 5000 employees working for them and it

is still growing. The company is the brand activation arm of the Wings Group of

companies present across 588 cities in India, and a global presence in 5 countries

i.e. Dubai, Bangladesh, Singapore, Bangkok and Sri Lanka.

At Wings they energize the brands market presence through inventive ideation that

connects brands with buyers in an engaging way

They conceive and commission ideas that integrate elements of emotions, logic &

general thought processes to connect with the consumer.

Nature of Business Carried:

Wings groups are into Wings Brand Activation, Wings Infrastructure, Wings

Bizpro, Wings Facility Management, Wings Dream Homes, Wings School of

Music, Wings Conference Center.

Wings Group

Wings Brand

Activati

Wings Infrastructur

Wings

Wings Facility

Manageme

Wings

Drea

Wings School

of

Wings Conference Center

Wings Infrastructure does Identification of premises, approval from client

personnel, due diligence & agreement signature, design – CADD approval and

infrastructure build up.

Wings Infrastructure have few clients for whom they have worked for such as Acer,

92.7 Big FM, Nokia Retail outlet, ICICI, Canon, Nikon, Digi-World Videocon, ITC

Retail Architecture and many more.

Wings Bizpro organizes Call centers for their clients, Staffing Solution. They are

into recruiting and training employees for their client, the also manage the payroll

and the temperature staffing of their clients employees.

Wings Facility Management is into Housekeeping, Administration and security. In

Wings Dream Homes there is a tie up with Berger Paints wherein they are the

alternative sales channel for Berger. Here the company paints the houses for their

clients according to their dream. Wings school of Music is all about teaching

music to the school children. It started in June 2009 by more than 200 students

learning various instruments like Drums, Piano, keyboards, Guitar, Vocals, Violin

and so on.

Wings Brand Activation Offers

Mission Statement:

To be a company that honours God. To use God-given ability to create wealth, and

look after their first responsibility – their families.

To share the wealth with the people working in their organization. To create jobs

and to be a blessing to people, based on the principle.

“You give a man a fish,

You feed him for a day,

You teach a man to fish,

You feed him for a lifetime.”

We aim to be the best, to be faithful.

We plan to achieve this by promoting products, organizing events and trade

fairs, using these and other ideas to help us achieve these objectives.

Values

INTEGRITY 

In professional and personal ethics.

COMMITMENT

to our customers, our company and our profession.

PASSION

for excellence and productivity.

SPEED

in performance and in results.

Goal of Wings Brand Activation

The goal of every WINGS activity is to establish a connection in such a way that

the consumer responds to a product offering based on both emotional & rational

response levels.

They help their clients to improve their performance, reduce costs and deliver

results throughout the BTL and event portfolio; from in-store campaigns to mall

engagement programs, from tradeshows and conferences to road shows, mobile

marketing and sponsorships.

The goal of every Wings program is to create a unique Brand experience that

measurably moves prospects closer to purchase, as well as current customers into

deeper relationships.

Promotions Offerings

The company is into various promotion strategies such as

In shop Promotions

Airport Promotions

School & College Promotions

Mall Activities

Kiosk Promotions

Corporate Promotions

Road shows

Merchandising/ Window Display

Street Promotions & Highway Promotions

Launches / Inauguration

Sports Promotions, Arches/ Banners, Seasonal Celebrations

In Store/ In shop Promotions: Promotion of brands within a store or just outside

its fascia is complex and an elaborate process.

For Wings Brand Activations, it’s been a series of eventful and interesting projects

to design for an awesome experience of the brand by the customer. Sampling the

operations, surveys and engaging the consumer, promoting a sale working with

the

target group, every sales promotion strategy starts it with a business objective

and ends with a story that culminates with a sale.

Airport Promotions

It

organises the promotion within the large spaces and enclosures of an airport. It

requires imagination, astute skill and precise acumen. Wings Brand Activations

has strategized and planned promotions in airports with excellence.

School & College Promotions

For school promotions the passion of the Tata

House was to build the country with a strong value

system led to a Strategy of a School Level Essay

Contest.

It was started in the year 2005; it was done in 6

Cities and 240 English medium Schools. Wings

Brand Activation is currently doing the Activity in

various languages across India.

A college student spends

money, and college promotions get the product and the

marketing messages front and center in their collective

consumer consciousness. Their choices and influences

today and effects their spending decisions for the years to

come. Wings provide practical Below The Line (BTL) solution at college campuses

throughout the country.

Mall Activities

International glamour brands such as L’Oreal, multinational camera connoisseurs

like Canon, has selected Wings as their promotions agency of choice. Logitech, a

multi product company choose Wings to do multi

city promotions.

IT maestros namely IBM, INTEL and Lennovo,

have assigned prestigious and on-going

promotions to Wings. Radio giant such as Big

FM and down-to-the-ground companies such as Bosch, ICICI, and EsseIR have

accolades for every one of their product promotions, handled by Wings.

Here Wings organises events, or programmes in

the Malls for the customer so they be fascinated

towards the product and the promotions are

done. Mainly games are organised, lucky draw,

quiz contest, fashion show, Music Contest and

many more. Here the promoters also explain the

customers about the product and informs them about the benefits and the features

of the product.

Kiosk Promotions

In-shop demos or in-store campaigns or road shows and mobile displays, Wings

Brand Activations extends the reach of the companies brand through the last mile.

They have multiples of value, reach and depth which no other events and

promotion agencies have. Wings provide superior reach, knowledge, manpower

and resources at a single point.

Corporate Promotions

Company gatherings, corporate anniversaries and

celebrations, weddings, birthdays and simple get-

togethers are part of the hundreds of promotions

within companies that Wings Brand Activations

organises.

From conceptualization to the minute’s detail of each activity, Wings Brand

Activation is known for its meticulous and fine attentions to detail.

Road Shows

It is the tiniest hamlet in the remotest corner of India or the biggest, glitziest metro

in the country. The optimum activation of the companies brand anywhere anyplace

was done by the Wings Brand Activations mantra. Wings scales up or down,

according to their client’s requirements, whether to be a mega outdoor promotion

or a snappy, indoor sampling operation.

Merchandising/ Window Display

Wings brand Activation has large experience in this area. Attracting the

customer’s attention through visual merchandising requires a keen and overall

understanding of the consumer and the shopping profile of the brand. It also calls

for the powerful dynamics that are at play in retail formats. Coupled with these

knowledge factors, Wings know how to creatively translate the desired brand

communication into below-the-line solutions. Within the channel formats they are

deployed in.

Moving the brand/sales objectives from a visual strategy to an implementable

creative translation, using 3D skills and a thorough knowledge of materials and

logistics forms is the core competency in this arena.

Wings services range are from typical FMGC VM solutions such as POP displays,

Gondola design, fabrication and implementation to window displays solutions and

internal signage.

Street Promotions & Highway Promotions

Often companies take to the streets to demonstrate the power of their brands and

the functionality of a product. Wings Brand Activations has staged some of the

finest street plays bringing brands dynamically to life. Wings resources include the

best talent in the country and the expertise and experience to stage enthralling

performances drawing crowds by the droves. Wings also does Highway

promotions where they provide service as well as free sampling also about the

products.

Launches / Inauguration

The launch of the product occasions the opening of its brand new showroom;

Wings have organized spectacular openings of showrooms for the big names in

business. Equally, Wings is at home with low-key promotions of small and medium

enterprise inaugurations.

Sports Promotions, Arches/ Banners, Seasonal Celebrations

These are the other few promotions which Wings does for their clients.

Retail

In retail the company does Retail Visibility, conceptualization, design and

execution, brand communication, and integrated services. Here the company

decorates the retail according to their client’s requirements, according to the

festivals. In this case the company decorates the retail outlet in such way to attract

customers for their clients. In retail there is also merchandising and retail audit is

done. Statistics reveals that more than 70% of all purchase decisions are taken at

the point of purchase itself. The influence of purchase behavior is through

Competitors:

In Goa there are many event companies, as Goa is known for organizing events

from small birthday parties, corporate meetings to high class weddings, or events

like Sunburn which is 3 days party. Even International Film Festival India takes

place in Goa.

As there are many events taking place in Goa there are many event companies

come up, which is competitor to Wings Brand Activation (I) Pvt Ltd.

The Competitors of Wings Brand Activation are

Funcky Heads

Bull Eye

Mandovi Entertainment

Hye Entertainment

Innovations

Buzz

SWOT Analysis

Strength:

Deep reach to maximum villages like and cities in India.

The company organizes best retail activities which has its highest reach.

There are more than 5500 employees working for the company.

The company executes any small or big plans or events, the employees are

very dedicated to their work.

Weakness:

There is no in house production in Wings Brand Activation.

They are less focused in organizing events such as corporate meetings,

weddings, parties so on.

Every activity should be sanctioned by the Head Office.

Opportunities:

Hire Vendors for the company.

Promotion of Wings Brand Activation must be done.

Wings Brand Activation should have their own in house products.

Should also focus in organizing events along with promotion activities.

Threats:

There are many competitors in Goa market, with their own in house

products.

There are new upcoming event companies coming up in Goa.

Part-B

Service Quality

Service quality is a comparison of expectations with performance. The aim may be

achieved by understanding and improving operational processes; identifying

problems quickly and systematically; establishing valid and reliable service

performance measures and measuring customer satisfaction and other performance

outcomes.

Service Quality in Wings

Their aim is to build a strong working bond with their clients and thereby increase

their satisfaction which will lead to repeat business. They ensure the highest levels

of event management service for every client. They meet the deadlines, stay within

budget and constantly strive to improve their products and services.

Their key value is their staff. They pay close attention to developing their

corporate culture and ensure that the qualifications of their team members match

their task.