To what extent sponsorship can impact the marketing strategy of an insurance company in France? : the impact of promotional tools on the marketing strategy of an insurance company
Vachaud, Alix (2019)
Pro gradu -tutkielma
2019
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019102935506
https://urn.fi/URN:NBN:fi-fe2019102935506
Tiivistelmä
The purpose of this paper is to study the impact of sponsorship on the marketing strategy of an insurance company. Moreover, the overall goal is to determine if sponsorship could become an alternative to traditional marketing tools. Indeed, the insurance industry is currently a very competitive market and companies are facing major issues of differentiation.
The theoretical part consists of three chapters that investigate what is the concept of sponsorship in a sport context, what is an integrated marketing strategy and how companies measure business performances and by extension sponsorship effectiveness. The empirical part is based on qualitative and quantitative research methods. The data collection consisted of semi-structured interviews with sponsorship managers and consumers’ surveys. Secondary data were also collected in order to better understand the phenomenon.
The results of the study indicate that sponsorship is a powerful tool when implemented successfully but needs to be aligned with corporate goals and marketing objectives. Accordingly, many insurance companies, not to say all of them, are present in the sponsorship market, but they all have different strategies and different brand image.
The theoretical part consists of three chapters that investigate what is the concept of sponsorship in a sport context, what is an integrated marketing strategy and how companies measure business performances and by extension sponsorship effectiveness. The empirical part is based on qualitative and quantitative research methods. The data collection consisted of semi-structured interviews with sponsorship managers and consumers’ surveys. Secondary data were also collected in order to better understand the phenomenon.
The results of the study indicate that sponsorship is a powerful tool when implemented successfully but needs to be aligned with corporate goals and marketing objectives. Accordingly, many insurance companies, not to say all of them, are present in the sponsorship market, but they all have different strategies and different brand image.