DuPont-NASCAR Marketing

In 1992 Joe Jackson, a twelve-year manager of DuPont Motorsports, wanted to acquire the paint business at all sixty-five Rick Hendricks car dealerships in the United States. To win the Hendrick dealership paint job, Jackson and Hendrick met to discuss the possibility of sponsoring Hendrick’s new team and NASCAR rookie driver Jeff Gordon. As a result of this meeting, DuPont signed up as the main sponsor. In 2006, Gordon was a NASCAR superstar, and the DuPont logo, seen by millions, was a familiar brand. While this level of exposure was exciting for the company, DuPont executives couldn’t help but wonder if they were making the most of this huge marketing opportunity. Gordon burned, but did DuPont max out the heat? The DuPontNASCAR Case hires students and executives to design a creative marketing campaign to activate the NASCAR sponsorship opportunity and maximize value beyond traditional sponsorship marketing. This open challenge encourages students and executives to think beyond the traditional marketing tactics commonly used by NASCAR business-to-consumer (B2C) sponsors. Additionally, the nature of DuPont requires the development of a multi-dimensional plan that accommodates a wide variety of brands. In addition to developing a new marketing campaign, a main objective of the case is to focus students and executives in the elaboration of metrics to measure the return on investment (ROI) in a campaign plan. As a first step, it is important to clearly articulate the campaign, business strategy, and key business objectives mapped to the strategy.

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