Event Marketing as aPromotional Tool
- A Case Study of four Companies -
JESSICA ERIKSSON
ANNA HJÄLMSSON
INTERNATIONAL BUSINESS AND ECONOMICS PROGRAMME
Department of Business Administration and Social SciencesDivision of Industrial Marketing2000-01-24
Master’s Thesis
Preface
This thesis is written as our master’s thesis in the Programme of International Business at the Division of Industrial Marketing at Luleå University of Technology. The hard work during ten weeks of the fall term in 1999/2000 has been very interesting and provided uswith a deeper knowledge of event marketing and increased skills regarding academic and scientific writing.We would like to show our sincere gratitude and appreciation to the people that havehelped us during the process of writing, making this thesis possible. First of all, we would like to thank our supervisor, Ph. D Tim Foster, who has provided us with continuoussupport during the ten weeks. We would also like to thank Jan-Erik Hasselström at Nestlé, Mattias Östlund at Volvo, Per Nordin at Fjällräven, and Kenneth Arnström at Pripps whovery helpfully provided us with valuable information about the companies.Finally, we would like to give our special thanks to Fredrik and Gustaf, who provided uswith good laughs and made our time in the computer lab a true joy. Luleå University of Technology, 2000-02-04 Jessica Eriksson Anna Hjälmsson
Abstract
The aim of this thesis is to provide a better understanding of how event marketing is usedas a promotional tool. Our research explores, describes and tries to explain the objectiveswith event marketing, how specific events are selected, how the event effectiveness isevaluated, as well as the advantages and disadvantages of using event marketing. We haveconducted a multiple-case study on four companies. Our findings showed that the mainobjectives stated with event marketing are related to affecting the image and achievingawareness. Regarding the selection of specific events, companies take several criteria intoconsideration and the more experience they have of event marketing, the more criteria areconsidered. The evaluation of event effectiveness is perceived as difficult and mainlyconducted through marketing research. Finally, the main advantage with event marketing isthat it penetrates the media noise, while the difficulty of evaluation is perceived as adisadvantage.
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6.4.1 Within-Case Analysis of Nestlé for Event Marketing as a Promotion Tool
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