Christmas Party Event: Planning and Management at Bedfordshire Uni

This report details the planning and execution of a Christmas party event at the Luton campus of the University of Bedfordshire. The report covers various aspects of event management, including an overview of the event's theme, activities, and target audience. It delves into the marketing mix, outlining strategies for product, price, place, promotion, people, physical evidence, and process. The report also discusses the segmentation, targeting, and positioning (STP) strategies employed to attract attendees. Furthermore, it addresses the human resource management requirements for the event, specifying pre-event, event, and post-event responsibilities for various staff members, such as decorators, marketing personnel, security guards, caterers, and cleaning staff. A financial analysis provides insights into the costs and pricing strategies. The report concludes with recommendations for future event planning, emphasizing the importance of efficient organization and resource allocation. Desklib is a platform that provides past papers and solved assignments for students.

Event planning

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK ..............................................................................................................................................4
Overview of the event............................................................................................................4
Marketing mix........................................................................................................................4
Segmentation, targeting and positioning................................................................................6
Human resource management requirements for the event ....................................................6
Pre-event responsibilities........................................................................................................7
Post-event responsibilities......................................................................................................7
Financial analysis...................................................................................................................8
Recommendation....................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Business practice is defined as the new method of organising routines as well as
procedure such as establishing databases of best practices, introducing management system and
improving retention of employees. Event planning is defined as the process of planning and
coordinating the event that includes various activities such as budgeting, scheduling as well as
site sectioning, coordinating transportation and parking arrangements, acquiring necessary
permits, arranging décor, ensuring security and arranging entertainers and speakers. It is essential
for manager to manage the event in efficient manner for making it successful and entertaining. In
order to make an event successful, event planner ensure that required human resources are
available on time such as caterers, decorators, vendors, electricians and others. There are various
steps are considered in the process of organising an event for ensuring its success and efficiency.
In this report Christmas Party event is organised in the hotel of Luton campus, University of
Bedfordshire by higher education students. The hotel has capacity of maximum 200 people. This
report overs marketing strategies, marketing mix, STP process and human resource management
requirement for managing and organising event activities. Along with that pre-event and post-
event responsibilities also mentioned in this project report.
TASK
Overview of the event
The university of Bedfordshire students organise a Christmas Party in Luton campus. The
party is organised for the occasion of Christmas that includes various fun activities, food and
beverages, dancing and allocation of surprise gifts. For this event boys and girls are required to
dressed up such as boys are likely to wear Tuxedos and girls would be like to wear gowns of red
and white colour. At the end of party Santa provide gifts to students and principle announced the
most stylish and cheering dressed boy and girl. The party is hosted by the Luton Campus and
event is organised for 200 guests that includes teachers and students. The timing of event is 7 PM
to 11 PM.
Marketing mix
Marketing mix is defined as the framework that includes multiple areas that help to develop
efficient marketing plan which is classified in various parts such as product, price, place,

promotion and people evidences and process (Guinaldo and Dimarogonas, 2017). These factors
helps to manage and organise event in efficient manner. Factors of marketing mix are mentioned
below:
Product: In Christmas event various products or gifts are arranges that attract number of
people towards party. There is various ancillary activities that might take place before during as
well as after event. In pre-event media days, contests and promotions on social media pages and
websites, on the day of event registration process, gifts bags, food and beverages and post event
partied such as awards and recognition (Holm and Breiter, 2017). Professional waitress staff
provides their services to the guests for the purpose of maximising their satisfaction level.
Price: Prices of Christmas event is related to charging a fee to cover event cost or to
make profits. Entry fee cover all expenses that are spend on event planing. Prices planning is
required to cover setup and clean-up cost, food and beverages as well as promotional fees. In
event prices are fixed at 7.26 per unit. The prices are justified for the students because the event
is hosted by the students. This pricing is appropriate for attracting university students. Students
attending and enjoying the event without being worried about entry fee of other charges.
Efficient entry charges attract maximum number of students that enhances overall profitability of
Christmas event.
Place: Place is the important part of marketing mix which is related to the information
regarding location where products and services are offered to targeted audience. In the context of
Christmas party event which is organised at Luton campus, University of Bedfordshire (Kissel,
2017). The venue or location of event is quite appropriate because students do not face any kind
of barrier in reaching at location. Students can easily download their event entry passes from the
university campus. The location enhances the accessibility of students that enhances chances of
getting success.
Promotion: Promotions is the essential aspect which is used by the students to spread
information regarding party to attract number of students. The success of Christmas event
depends on efficiency of promotional activities. Social media marketing is platform which is
used by the students to promote event. Facebook, Instagram, Twitter and other channels are used
to promote event. The event is also promoted of official site of university and other social media
pages through creating hashtags (RIM, 2017). The event is the best way that enhance interaction

and curiosity among students. Promotions helps to gain responses of students and encourage
them to make long-lasting memories.
People: The Bedfordshire university has its own management team with having expertise
volunteers who play important role in maintain better environment at venue. There are various
volunteers are appointed for the event who make sure all arrangement of event and handle all
problems and issues that are raised during the event (Overton, 2017). They are responsible for
providing better experience to guests. Students also hire professional expertise which manage the
event in more efficient manner.
Physical evidence: It is related to the experience which is gained by the guests in party.
The physical evidence of Luton Campus, University of Bedfordshire is products, gifts, furniture
and items that are used to organise party. Students concentrates on students awareness as well as
event quality that provides positive environment to attendees and enhance their experience. To
make event more attractive, university decorate the location that attract students.
Process: Process is the most important element of marketing mix that ensure smoother
organisation of party that provides better experience to guests (Ussery, 2017). Management
department of event ensues that venue of party is decorates with balloons and other attractive
items and provide proper food and beverages so student enjoy the event. There is proper lighting
arrangement are done and all facilities are measures that ensures success of event. In party,
systematic entry system is maintained that help to organise whole process in efficient manner.
Segmentation, targeting and positioning
Segmentation- It is the process of dividing market into smaller parts so that organisation will
study each component's characteristics appropriately and decide which segment they are going to
target. In context of Lotus Campus, University of Bedfordshire has decided few segments of
people for their Christmas event and these segments are mentioned below-
Demographic segmentation- It consist of dividing people on the basis of their age,
income, profession, gender and few others. In context of Lotus campus they segmented their
Christmas event for the age group of 10-14, 14-18 and 18-22 year old children of both gender
male and female. They segmented their event for students basically.
Geographic segmentation- It consist of dividing market on the basis of location. Lotus
Campus of Bedfordshire University has segmented their Christmas Event for London residential,
Birmingham as well as for migrated students (Maman, and Jie, 2017).

Behaviour segmentation- It consist of segmenting market on the basis of behaviour of
customers. In context of University of Bedfordshire, they mainly segment their Christmas for
those students who are having perception of attending Christmas events strongly and prefer to
take active participation in Christmas events.
Targetting- It is the process of selection one or few segmented groups from various
alternatives of segmentation group. It is essential for every organisation or event organising
organisation to study each segmented group appropriately and select those groups which will
help them to gain more profit. In context of University of Bedfordshire, they targeted age group
of 14-22 year students of both genders female and male. They also mainly target London area
students for their event (Sheehan, and Rayner, 2017). In context of Behavioural targeting then
they have the capability of 200 students so they will try to target those students who will actively
participate in the event and make it joyful. This process of targetting customer will help the
university to know their targeted customers which are main customers for the event.
Positioning- It is the process of increasing awareness for targeted customers about the
event. In context of University of Bedfordshire, they promote their event through social media by
uploading the pictures and content related to date, venue and timings of events. University of
Bedfordshire is one of the mos popular university, hence, their brand name and high value will
help them to attract most of the students for their event. They can also mail their students about
the event and the games and fun activities going to play in the event for gaining their attention
and increasing the audience of event at its peak (Senderovich, Booth and Beck, 2019). It is
essential for University of Bedfordshire to focus on the content of their shared information so
that they will not convey such messages which will hurt the emotions and culture of other
people. Increasing awareness about the event is essential for the university. Gaining the
sponsorship of media will help them to spread live footage of their event on TV which is
beneficial for them.
Human resource management requirements for the event
Human resource is the most important aspect which is essential for organising event and
ensure its success. In order to managing as well as planning the event human resources plays
vital role. For organising the event of Christmas party all roles and responsibilities are allocated
among students that ensures that determined task in performed on time with great efficiency. For
the event of Christmas party, different types of staff members and labours are required for the

purpose of pre-event preparation, staff members during event as well as last wind-up of the post
party staff are essential (Yi, Shen, and Shoemaker, 2020). human resource management is very
important in event planning for ensuring that all human efforts are work in right direction and
conduct operations in efficient manner that improves overall effectiveness of event. Human
resource management perform various functions related to organising, managing and arranging
all things during the event. The management department maintain communication among all
departments and ensure that all staff members perform their operations in efficient manner for
making the event happening and attractive (Guinaldo and Dimarogonas, 2017). Some roles and
responsibilities that are performed by the staff members in the process of managing event
activities are mentioned below:
Pre-event responsibilities Decorators: There is requirement of eight decorators for the purpose decorate venue in
most creative manner according to theme. They put their efforts to make the event
beautiful, eye-catching as well as attractive. Decorators gather different types of
decorative items from vendors in order to decorate stage, Christmas tree, tables through
using different types of props. It is the responsibility of decorator to decide the colour of
theme according to requirement of event. Marketing and promotional staff: Promotion and marketing activities also done by the
staff members before organising event of Christmas party. Role of marketing staff
members is to develop different marketing strategies, templates and promote the event
time and venue through using different types of social media channels (Yu, and Luo,
2019). Responsibility of marketing team is to spread awareness among students and
attracts them towards event.
Staff members required during the event:
 Security guard: Security guard are the staff members who are responsible for
maintaining safety and security of students during the event at university. They ensures
that right members are entered in party who have entry passes of event. They take
immediate actions in the condition of urgency.
 Caterers: In the event of Christmas part 10 staff members of catering are required to serve
food, snakes and beverages to students as well as teachers who attend the party over the
counters of food.

Post-event responsibilities
 Cleaning staff: After conducting event activities, it is essential to provide clean venue.
There is five cleaning staff members are requited for the purpose of cleaning and
sanitizing the whole venue after Christmas event (Pearlman, 2018). Cleaning staff
members has responsibility to collect all wastage and dump it into the garbage bin. They
are liable to maintain hygiene at venue that help to make the even successful.
Financial analysis
Break even analysis (menu planning)
Price Per Unit 7.26
Number of Units Sold 200
Total Sales 1452 100.00%
Less: Variable Production
Costs 620.8 42.75%
Less: Variable Selling Costs 369.6 25.45%
Total Variable Costs 990.4 68.21% 4.95 Per Unit
Contribution Margin 461.6 31.79%
Less: Fixed Production Costs 120 8.26%
Less: Fixed Selling and
Administrative Costs 80 5.51%
Total Fixed Costs 200 13.77% 1.00 Per Unit
Income Before Taxes 261.6 18.02% 1.31 Per Unit
Break Even Analysis Chart

Break Even Point volume = 48 units
Formulas:
BEP (units) = TFC/ (SPU-VCU)
BEP ($’s) = BEP (units) * SPU
Recommendation
There are various things in the Christmas event that can be performed in more efficient
manner that improve overall efficiency of party and attract number of students. Some
recommendation for Christmas event party are mentioned below:
 It is recommended to event manager to set up photo booth as per the theme of Christmas
theme that attract students and help them to make memories. It is better to offer snacks to
students and teachers who attend the event instead of serving dinner.
 It is recommended to event planner to create a effective playlist that enable students to
dance and enjoy the event with their class fellows. There should be various interesting
games are designed that create interest of students on event.
 It is recommended to enhance budget on promotional activities that enable them to spread
awareness regarding event and attract large number of students towards Christmas party.
 It is advised to event planner to organise all things and activities as per time that improve
efficiency of event. It is essential to make proper arrangements of security and safety that
helps to reduce any kind of misconduct and unwanted activities.

CONCLUSION
as per the above report, it can be concluded that event management is defined as the
process that includes various activities that are related to planning and ensuring the management
of event. In the process of organising the event, various department are perform their operations
for making the event successful such as marketing, human resource as well as other staff
members. These staff members are responsible for performing their operations in efficient
manner. There is marketing-mix analysis is conducted by the event manager for the purpose of
analysing different factors and aspects that help to develop marketing plan and arrange people as
well as resources in efficient manner. Event manager ensures that all pre and post event roles and
responsibilities are fulfilled for making the event successful.

REFERENCE
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Appendix
Gantt Chart