Marketing process of a Tough Viking event in Kaisaniemi

Abstract

This thesis was commissioned by Tough Viking Oy in order to present the marketing process of one of their events in Kaisaniemi. The main focus of this thesis marketing process was in promotions. The primary objective was to plan and execute marketing for Tough Viking and meet the quota of 2500 participants for the event.

This thesis covers only marketing from business to customers and briefly introduces the basics of a marketing plan. A limitation to the study is that budgeting is not determined for the project. Marketing is mainly implemented through bartering and partners’ co-operation.

The study consists of an introduction, theoretical and empirical sections and an evalua-tion of the marketing processes. The theoretical part introduces a marketing plan and different marketing channels used in the study. The empirical part introduces the marketing actions conducted for Tough Viking. Evaluation introduces the results, improvement suggestions for future and the writer’s self-evaluation.

This study was conducted from June 2014 to September 2014. Challenges in the study included national summer vacations and the tight schedule. For the author procrastination was a challenge throughout the project.

The marketing promotion for this Tough Viking event in Kaisaniemi can be considered a success even though the number of participants was only 2376. This was less than 200 participants from the target number; the commissioning party was extremely satisfied with the results. Tough Viking was able to choose efficient marketing channels for the future by choosing successful marketing methods from this study