From the analysis carried out in Table 5 of Appendix E, we find that since this is a highly fragmented and unorganized sector, we can define a market share of greater than 10-15 % as a high market share. In India, the event management industry was estimated to be around Rs. 100 crore to Rs. 150 crore in 1994-95.
According to industry watchers, the medium is expected to have a growth rate of 50 to 100 %. Here it is clearly evident that, since the growth rate of events as business is very high, only the market share becomes the determining factor as to which quadrant the various categories of events fall into.
The first major difference that catches the eye in the above matrix is the position of sports in the matrix. This is because music related activities have always been major focus area at A2Z.
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The strength derived from the artist management strategy of signing only well established stars and performers such as Asha Bhonsle, Alisha, A.R. Rahman, etc. and not promoting new faces reflects in the position that this event category occupies ‘in the A2Z picture. Signing on sports related performers have limited event benefits unlike artists who have to perform every time.
Indian firms are currently spending an estimated Rs. 1,500 million every year on sponsorship of various events. The objective being to convert any event from a cricket match to musical nights, local meals, festivals and films – anything that has mass appeal-into a marketing weapon. It can be safely understood that the growth rate of events as a marketing tool is very high.
Strength is that of synergy between events – given the position occupied by Festivals and Films in the matrix. Arranging stage performances of great stars on Festivals doubly benefits A2Z’s clients as well serves both categories of events.