Event Planning Project

This project details a comprehensive event plan for a beauty product launch at the ICC in Dubai Sports City. It covers industry analysis, event concept, vision and mission statements, objectives, theme and entertainment programs, organizational structure, screening processes, financial planning, venue selection, marketing strategy, risk management, and event evaluation. The project demonstrates a thorough understanding of event planning principles and provides practical insights for successful execution.

EVENT PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
INDUSTRY ENVIRONMENT AUDIT..........................................................................................2
EVENT CONCEPT.........................................................................................................................3
VISION STATEMENT....................................................................................................................3
MISSION STATEMENT.................................................................................................................4
OBJECTIVES..................................................................................................................................4
THEME, ENTERTAINMENT PROGRAMS.................................................................................4
VARIOUS ORGANISATIONAL STRUCTURE............................................................................5
SCREENING PROCESS.................................................................................................................5
WBS AND GANTT CHART..........................................................................................................6
IMPORTANCE OF FINANCIAL PLANNING..............................................................................6
VENUE SELECTION.....................................................................................................................6
MARKETING STRATEGY............................................................................................................7
15. RISK MANAGEMENT............................................................................................................7
EVENT EVALUATION..................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDIX....................................................................................................................................11
Venue weightage........................................................................................................................11
Risk assessment.........................................................................................................................11

INTRODUCTION
Event planning is the process of managing a project such as meeting,
ceremony ,budgeting, transportation, arranging , event security etc. And also event date, time,
place are given below. The vision and mission statement and also the objective of the event are
explained in this event and also it will cover the screening process and cover the importance of
financial planning and also the study on the marketing strategy that is how to promote the event.
It will cover the risk factor and what steps are been taken to minimise the risk in which the event
will become one of the successful one.
INDUSTRY ENVIRONMENT AUDIT
Event category by size
Mega event- Mega event are the event which are the largest event and generally target the
international markets. These are held on the large scale which attract large audience. And
generally have a much longer time span.
Hall mark event-hallmark event is one of the reputed event in which it is executed to the finest
perfection in which it includes professionals and directors it requires the connection between
destination and events. Hallmark event is more focus on cultural and traditional events.
Local/community event-local events in which it is usually at the request of a council with a
local government area. And the other one is community event , which is planned gathering of
any public property examples are parades, block parties etc. (Crane and et. al., 2016).
And the beauty product launch at ICC will adopt the category of mega event as it agenda
is to attract international customers and is occurred on the large scale.
EVENT CONTENT
There are four type of event content such as leisure , cultural, personnel and
organisational . In which the beauty product launch at ICC will adopt commercialized and
organise content for earning maximum profit out of the event. And also grabbing the interest of
the audiences. . (Hopkin, 2018).
Use of different sectors
Public: For conducting the event it is necessary for taking permission from the public sector or
the particular authority in which the event is been conducting ( Pramanik and et. al., 2016)

Private: The second one is private sector as the beauty product launch at ICC is conducting on
the large scale so it might need funds or need sponsorship so private sector can help to sponsor
the event.
Voluntary organisation :voluntary organisation in which it can help to fulfilling the corporate
responsibility so that the brand of the product increases and more customer get attract by these
because it also helping and developing society( Pramanik and et. al., 2016).
EVENT IMPACT
There are many factors which might impact on the event, the first one is political factor in
which it might affect the event by its policy or rules and regulation which is not in favour of the
event. And also political factor might not give permission for conducting the event. The second
factor is social -cultural factor it impacts the event to the great extent. Social factor includes the
preferences, attitude and belief of the customers. And every customer have different lifestyle and
the preferences and the customer will not use that product and it will take time for trusting that
brand. The third one is economical factor that is it include tax rate and various policies which
effect the event (Hopkin, 2018).And last one is environment factor in which it impacts the event
by the weather changes and also litter and waste material around the event can also cause
problem to the event.
Resident and visitors – It will help the visitors to known more about the product and also give
them the opportunity to experience new products. And also through this event residents will also
attract to the product and generate demand.
EVENT CONCEPT
The concept of the event is to aware the customers about the beauty product which will
launch in the event and also by these generate demand for the product among the customers.
Following are the details about the customers (Brown and et. al., 2015).
DATE – 13 march 2019
TIME – 6 p.m. To 10 PM
PLACE – ICC, street 69,Dubai sports city
PRODUCTS- All the cosmetic and beauty products for women such as foundation , lipstick etc.
VISION STATEMENT
To become the leading band in beauty industry and gain competitive advantage.

MISSION STATEMENT
 To be the world leader in beauty products that enables and transform the way consumer
and business gather, mange, distribute and communicate the information.
 Core purpose is to create value for customers to earn their lifetime loyalty (Nurre and
Weir, 2017).
OBJECTIVES
The setting of objective is important as they provide and promote action to achieve the goal
of the organisation . And also through the objective the employees are energized .and accept
challenges achieving the goals. And also objective will give guidance and direction. Objective
also help in motivating the employees and inspire in many ways . And helps to evaluate
performance and achieve specific target (Armstrong and et. al., 2015)
The first and foremost objective of the beauty product event is to -
 Reach the target market – the first is to reach the target market that is gaining the new
target market and gaining their loyalty so that customers attract to the product and also
generate the demand of the product.
 To innovate – The second objective is to innovate the products and deliver the customers
need and wants. Innovation can achieve through continuous research.
 The third objective is to aware the customers through this event that there will be no side
effects, that is the product is safe to use .
THEME, ENTERTAINMENT PROGRAMS
There are many themes, entertainment programs for the involvement of the people in the
event it will be necessary for the event manger to conduct various entertainment programs for
lighten the environment. Various program will be conduct the debate competition on the topic of
the various beauty products and giving the winner the hamper of beauty products (Dara,
2016).And also attracting many customer's, event mangers are planning to call the expert or the
celebrity to review about the product and motivating the customers to buy the products. And also
offering food to the customers and the last theme will be giving practical experience to the
customers so that they trust the brand. And also for the entertainment purpose the event manger
will organise the group dance performance for grabbing the interest of the customers.

VARIOUS ORGANISATIONAL STRUCTURE
There are many types of organisation structure which is use by the company for the effective
flow and for maintaining the customers . The structures are Flat organisation , Tall organisation ,
matrix organisation etc. The flat organisation is the structure in which the employees can directly
contact the manager and also there is no middle man . And by the flat organisation structure there
are fewer chances of conflict and also the decision making become very effective and efficient .
And by the help of flat structure the coordination become very smooth and the communication
become very fast (Nurre and Weir, 2017). The second structure is tall structure it is preferable in
large organisations and also there are several layers of management so that it help the company
to promote the employees. But the cost may become high and decision may become slower due
to many layers. The third is matrix structure in which it has both vertical and organisational
structure that help the organisation to take decision in effective way (Meyr, Wagner and Rohde,
2015)
In this beauty product launch event at ICC the management is using flat structure as there
are very few employees and also by the help of flat structure decision making become very easier
. And there will be smooth flow of communication. And employees can directly contact to the
manger.
SCREENING PROCESS
The screening process of marketing will be in various steps the first one will be the idea
generation that is firstly the idea will be generate by the planner and then forms various idea the
one best idea will be pick and that is call idea screening which is second step( New Product
Design and Development, 2012).Then the development and testing of the plan will be done and
various measures will be taken . Now the major step is business analysis for which it has to
analysis the whole event. And now product will be develop as this event will be base on the
beauty product so the best product will be launch in the market. Now the step is to test the
product if it gains positive response then the product will be launch in the marketing and if it
gains negative response then product might not launch in the market(Müller, 2015).
The second screening include the operation in which the planner has to identified the target
population and then invite target audiences and then it held the screening test and then interpret
the result and lastly the data will be manage and the event will be monitor and control.

The third is screening process of financial in these it includes to screen the stocks according to
lowest price , the most capitalize and most favourable earnings ratio . This financial screening
process help the event to designed or make one of the best investment decision .
WBS AND GANTT CHART
WBS- Work breakdown structure is key project that organise team work into managerial
sections.
Gantt chart- A chart which a series of horizontal lines shows the amount of work done in certain
period.
IMPORTANCE OF FINANCIAL PLANNING
There are various importance of financial planning are -
In the event the funds are arranged from various sources and use for many purposes but
financial planning helps to know the appropriate source and appropriate time and funds are
contributed by the share holders and debenture holders. By the help of financial planning it give
to the event and help to mange the funds in the right and the effective and efficient way. Also, the
second importance is that it control the cost of the event by comparing the actual revenue with
estimated revenue and actual cost with estimated cost(Friedman and Scholnick, 2014).Also, by
the help of financial planning the event will be properly coordinated that is coordination between
various department. The main importance of financial planning in the event is that it reduces the
uncertainty which can hinder the growth. Financial planning help to ensure the profitability of
the event. And also help to balance between the outflow and the inflow of funds so that stability
of the event maintain.
Nature of sponsorship
The nature of sponsorship is private organization as the private company will sponsor the
funds for the event. As it help the private company to increase the brand name of the organisation
and it helps in the publicity of the company.
Range of funding
The range of funding will be bank loan, private institution, big companies working in the
same line .
VENUE SELECTION
In an event the venue plays an important role in which it is the main centre of attraction
where large number of people can gather (Nurre and Weir, 2017). The location selection theory is

the theory in which it addresses the question that where economic activities are located and what
will be the convenient venue . And also predict where the event will or should located also by
considering the variable costs and friction distances . And this location theory must be apply in
the selection of the venue of the event that what will be the proper place and the most attractive
and cost effective place .
MARKETING STRATEGY
Targeting market - As the event is base on the beauty product launch and it will target number of
women as this beauty product is launch basically for the women.
Arrival to target market-The main thing will be social media through which the company will
target the audience.
Various marketing tools- various tools will be social media , discount and offer provided to the
customers so that to attract them and gain the loyalty of the customers. Ans also by magazines ,
newspaper can help the event for the promotions (Muller, 2015).
15. RISK MANAGEMENT
It is responsibility of event organiser that to look upon uncertain events that impact on
entire planning to great extent. Risk management is the process of identifying potential harm and
finding ways to manage these risks successfully.
Risk management is very important for the beauty product launch event at ICC, this helps
in saving cost of firm or organiser. As by measuring the potential harm enterprise can get to
know unnecessary cost and can make strategies to minimise financial risks. Furthermore, event
planner may face time or scheduling risk, that means individual might get failed to complete all
the formalities or planning within stipulated period of time (Maduenyi and et. al., 2015). Thus,
through risk management individual would be able to schedule plan properly and this will help in
minimising chances of late completion. Effective risk management supports in protecting people
and create safer environment. Furthermore, another potential benefit of risk management process
is that it aids in reducing several threats of litigation thus, planner can meet the actual objective
Five steps of risk management process
Risk identification
This is the first phase in which event planner is required to identify potential harm that
might affect overall success. Risk identification helps in making strategies that may help in
resolving such problems.

Risk analyses
This is second phase in which event planner of this beauty product launch event at ICC
has to analysed all these dangers. Individual is required to understand relationship between these
risks and potential output.
Risk evaluation
It is the next stage in which organiser has to rank all these risks and have to prioritize
these harm. Some risks affect overall working of the plan badly whereas some have low impact
on end result. Thus, it is essential for event planner that to evaluate level of risks and accordingly
manage them.
Risk treatment
This is another most important of risk management plan, beauty produce launch event
may have various risk such as financial, scheduling, scope, etc. Planner is required to find proper
solution for these dangers so that expected results can be generated(Brown and et. al., 2015).
Monitoring and review
This is last phase, planner has to monitor progress and entire plan so that issues can be
identified timely and can be resolved on time. By reviewing the plan continuously company
would be able to get desired results.
EVENT EVALUATION
Importance of event evaluation
It is very important for company that to evaluate overall success of beauty product launch
event at ICC. This evaluation aids in weather event was successful or not. It helps in gathering
information about what went wrong and what was good during the entire event. Evaluation
tactics supports in making improvement strategy so that in the future best can be generated. As if
event planner evaluates the beauty product launch program and measure weather
aforedetermined measurable goal were achieved or not.
Evaluation process take place
There are so many theories that explains the evaluation process in systematic manner.
“Driven evaluation theory” emphases on measuring change and causal mechanism in particular
event. This theory explains that individual has to look upon input, output and their impact on
overall success of any event. This models states that stakeholders are required to involved in this

process in order to understand assumptions or logic behind organising this event(Armstrong and
et. al., 2015).
“Empowerment evaluation theory” is another model that measure success of entire plan
through self-determination. and empowerment. It can be taken place after completion of event or
post evaluation.
Methods of evaluation
There are various methods through which evaluation can be done. These are explained as
below:
Return on investment (ROI)
Event planner who is going to organise beauty produce launch event can look upon the
ROI. Individual can calculate weather profit has been increased or not.
Net present value (NPV)
This is the technique that takes into consideration the opportunity cost of capital. By this
way event planner will be able to identify weather profit has been increased or not.
Use of ROI method is very suitable for evaluating the overall success of this beauty
product launch event at ICC. By this way event planner will be able to identify return over all
investments.
CONCLUSION
As the above event concluded that for organising the event it need careful planning and also
has to decide the content and the category of the event as the above event category is mega event
as it held on large scale and gather large scale of audience. And also the proper auditing will be
done in content of the factor effecting the event and also proper measures has been taken to
ensure the event . The event planning is the broad term as it include deciding the theme and
various entertainment program . And also require careful screening program about the
marketing , financial. From this event it is concluded that there is the major role of financial
planning and how financial planning help to protect the event from the uncertainties . And
through this event the main target audience will be the feminist as generally the beauty products
are use by the women . And various strategies are formed to attract the audience by advertising
through social media , offering different kind of discount , offers or free samplings .

REFERENCES
Books and journals
Armstrong, G. and et. al., 2015. Marketing: an introduction.
Brown, S. and et. al., 2015. Event evaluation: definitions, concepts and a state of the art
review. International Journal of Event and Festival Management.6(2). pp.135-157.
Crane, M. and et. al., 2016. Risk assessment with time to event models. CRC Press.
Dara, S., 2016. Competitive advantage through social media marketing. Asian Journal of
Multidimensional Research (AJMR). 5(4). pp.220-224.
Friedman, S.L. and Scholnick, E.K., 2014. The developmental psychology of planning: Why,
how, and when do we plan?. Psychology Press.
Hopkin, P., 2018. Fundamentals of risk management: understanding, evaluating and
implementing effective risk management. Kogan Page Publishers.
Maduenyi, S. and et. al., 2015. Impact of organisational structure on organisational performance.
Meyr, H., Wagner, M. and Rohde, J., 2015. Structure of advanced planning systems. In Supply
chain management and advanced planning.(pp. 99-106). Springer, Berlin, Heidelberg.
Müller, M., 2015. The mega-event syndrome: Why so much goes wrong in mega-event planning
and what to do about it. Journal of the American Planning Association.81(1). pp.6-17.
Müller, M., 2015. What makes an event a mega-event? Definitions and sizes. Leisure
Studies.34(6).pp.627-642.
Nurre, S.G. and Weir, J.D., 2017. Interactive Excel-based Gantt chart schedule
builder. INFORMS Transactions on Education.17(2). pp.49-57.
Pramanik, and et. al., 2016. Logistics center location selection approach based on neutrosophic
multi-criteria decision making. New Trends in Neutrosophic Theories and Applications,
Pons-Editions, Brussels. pp.161-174.
Rojek, C., 2014. Global event management: A critique. Leisure Studies. 33(1). pp.32-47.
Online
New Product Design and Development. 2012.[Online].Available
through<https://andtrujillo.wordpress.com/marketing-concept/new-product-design-and-
development/>

APPENDIX
Venue weightage
Location High (5)
Parking High (5)
Services & amenities Moderate (4)
Accessibility Moderate (4)
Risk assessment
Type of risk Risk impact Likelihood Risk response
Financial risk High Moderate Effective utilisation of
funds, close
monitoring over fund
uses
Scheduling risk Moderate Moderate Effective scheduling
of tasks, close
monitoring of
progress
Legal risk High Low Sending prior
proposal to authorities
and convince them to
give approval for this
event (Pramanik and
et. al., 2016).
Human resource risk High High Training to staff,
motivation to involved
people