In 1992, Joe Jackson, former director of DuPont Motorsports for twelve years, has been angling to get the painting business sixty five Rick Hendrick car dealers across the United States. To win the contract to paint dealer Hendrick and Hendrick Jackson met to discuss the possibility of sponsoring new team Hendrick driver Jeff Gordon and NASCAR rookie. After this meeting, DuPont has signed on to be the title sponsor. In 2006, Gordon was a NASCAR superstar and logo, DuPont seen by millions of people, was a house brand. Although this level of exposure was very exciting for the company, DuPont leaders could not help wondering if they were to take full advantage of this great marketing opportunity. Gordon was on fire, but was DuPont maximize the heat? DuPont-NASCAR tasks for students and executives with the design of a creative marketing campaign to enable the possibility of sponsoring NASCAR and maximize sponsorship value beyond traditional marketing. This open challenge encourages students and managers to think outside of traditional marketing tactics used by companies and consumers of the sponsors (B2C) NASCAR. Furthermore, the nature of DuPont creates the need to develop a multidimensional plan that addresses a wide range of brands. Beyond the design of a new marketing campaign a key business objective is to focus students and executives in the design of measures to measure the return on investment (ROI) in a plan of campaign. First, it is important to clearly define the campaign, corporate strategy and key business objectives assigned to politics.
Source: Kellogg School of Management
Publication Date: January 1, 2007. Prod #: KEL166-PDF-ENG
Solution if the marketing of DuPont-NASCAR