1. 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

2. 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.

3. 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,

4. 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

5. 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.

6. 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 Wings Wings Wings Wings Wings Wings
Brand Infrastructure Bizpro Facility Dream School Conference
Activatio Management Homes of Music Center
n

7. 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

8. 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.

9. 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

10.  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
targ
et
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

11. 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.

12. 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

13. 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

14. 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:

15. 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.

16.  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.

17. 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.