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Concept of product in events
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Concept of product in events
Event should meet both tangible and
intangible needs and aspirations of the
event user satisfactorily. Most events tailor made or customized for
the particular client depending upon the
requirements from or objectives to be met
by the event and as mutually agreed
between event organizer and the client.
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Concept of product in events
Different event categories offer different
products that satisfy a variety of needs but
on different scales. The most fundamental aspect is the event
infrastructure and attached with each of
the event categories.
An event in itself can be called a product
and can be classified into different levels.
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Benefit Levels
Core benefit offered : Reach with interactionfor the brand building addressed to a sharplydefined and controlled target audience.
A generic event: different categories of event
Expected event: Fit between Concept, Clientand the audience along with professional
execution by the organizer. Potential product: Coverage of events as TV
software material for post event benefits
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Event Hierarchy
Need family consists of :
Core need satisfied by using events , i.e.
brand building
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Categories and variations events
Different bases such as time, location, value,concept, artist and client affect.
Categories of events and their characteristics
Competitive Events Artistic Expression
Cultural Celebrations
Exhibition Events
Charitable Events
Special Business Events
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Competitive Events
Core Concept:
Test of physical strength
Mental Ability Talent
A competitive event may be sophisticated
and controlled variation of crude warfarethat involves patriotism, pain and pride in
victory.
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Competitive Events
Types of competitive events:
Contest which test sporting skills
Artistic talents Knowledge levels or
Compare participants on the basis of any
other parameter.Example: Talent and Beauty contests
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Competitive Events
Characteristics:
Mass audience oriented
Live telecast
More reach and fewer interactions.Used for :
Visibility and exposure of brands
Prolonged impact
Corporate/brand awareness
Consolidating the positioning of brands
Merchandising and sale of licensed products around theevent.
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Artistic Expressions
Core Concept:
Presentation of artistic talent as
entertainment to the audience. It mayinvolve singing, dancing, theatre, etc. and
is a form of expression of emotion and
freedom.
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Artistic Expressions
Types of events for artistic expression:
Music concerts
Dance ballets
Purely for the sake of entertainment
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Artistic Expressions
Characteristics:
More reach fewer interactions
Major benefits to potential sponsors:
Consolidation of the image of their brand Post event mileage
Excellent coverage prospects
Live or differed telecast
An avenue for expression of the personification of thebrand image
Universal appeal among different sections of society.
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Cultural Celebrations
Core Concept:
Get together and celebrations of events
that carry mythological religious and /orhave traditional values attached by a
particular community with homogeneous
characteristics.
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Cultural Celebrations
Types of celebrations:
Fairs and festivals. Rural festivals
College festival Holi
Characteristics:
Openness
Free entry Informality
Greater opportunity for interaction and reach
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Cultural Celebrations
Provide participating sponsors:
A strategy for focusing on a particularcommunity
Reach into the heart of the rural population A platform for mass communication
An opportunity to communicate to the point.
Avoid any sort of clutter
Chance to innovate
Direct sale opportunity.
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Exhibition events
Core concept
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Charitable Events
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Retail Events
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Reach interaction matrix
Reach
High Low
Interaction
High ExhibitionsSpecial Business
Cultural
Low Competitive
Artistic
Charitable
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Event Variations
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Time frame based
Pre planned events
Ad hoc events
Risk rated events Partially sponsored events
Ticketed evens
Budget based events Big budget events
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Time frame based
Small budget events
Location based events
International / overseas events Domestic events
Rural events
City based events Multi location
Value based
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Low value addition from event organizers
High value addition from event organizers
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Concept based
High creative content
Low creative content
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Artist based
New inexperienced artists
Established star performers
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Client Industry based
Consumer goods FMCG
Industrial manufacturers
Social organization
Clubs
Personal / Family events
Political Rallies
Educational presentations, award functions,sports and cultural festivals
Film and TV industry
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Developments
Pyrotechnics an episode of next step on
the Discovery channel
Hoardings E- commerce & web casting
Staging techniques
Wire less technologies